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Pike, S., Murdy, S., & Lings, I. (2011). Visitor relationship orientation of destination marketing organisations. Journal of Travel Research. 50(4): 443-453.
by Steven Pike
The proposition underpinning this study is engaging in meaningful dialogue with previous visitors represents an... more The proposition underpinning this study is engaging in meaningful dialogue with previous visitors represents an efficient and effective use of resources for a destination marketing organization (DMO), compared to above the line advertising in broadcast media. However there has been a lack of attention in the tourism literature relating to destination switching, loyalty and customer relationship management (CRM) to test such a proposition. This paper reports an investigation of visitor relationship marketing (VRM) orientation among DMOs. A model of CRM orientation, which was developed from the wider marketing literature and a prior qualitative study, was used to develop a scale to operationalise DMO visitor relationship orientation. Due to a small sample, the Partial Least Squares (PLS) method of structural equation modelling was used to analyse the data. Although the sample limits the ability to generalise, the results indicated the DMOs’ visitor orientation is generally responsive and reactive rather than proactive.
Bianchi, C., & Pike, S. (2011). Antecedents of attitudinal destination loyalty in a long haul market: Australia's brand equity among Chilean visitors. Journal of Travel & Tourism Marketing. 28(7): 736-750
by Steven Pike
Few, if any, previous studies have examined Latin American consumers’ perceptions of holiday destinations. This paper... more Few, if any, previous studies have examined Latin American consumers’ perceptions of holiday destinations. This paper reports an attempt to measure destination brand equity for Australia as a long haul destination in the emerging Chile market. The research adapted a model of consumer-based brand equity (CBBE) from the marketing literature, and selected attitudinal destination loyalty as the dependent variable. Antecedents of destination brand loyalty were tested using data from a sample of Chilean travelers, comprising a mix of previous visitors and non-visitors to Australia. The findings suggest that brand salience, brand image, and brand value are positively related to brand loyalty for Australia as a long-haul holiday destination. This demonstrates that while brand salience for Australia is strong, as a long haul destination the country faces significant challenges in converting awareness into intent to visit. Australia is a more compelling destination brand for previous visitors than non-visitors. This implies that a word of mouth recommendation from previous visitors, a key component of attitudinal loyalty, is a positive indicator of future growth opportunities for Australia’s destination marketers to capitalize on.
Pike, S. (2012). Destination positioning opportunities using personal values elicited through the Repertory Test and Laddering Analysis. Tourism Management. 33(1): 100-107
by Steven Pike
While in many travel situations there is an almost limitless range of available destinations, travellers will usually... more While in many travel situations there is an almost limitless range of available destinations, travellers will usually only actively consider two to six in their decision set. One of the greatest challenges facing destination marketers is positioning their destination, against the myriad of competing places that offer similar features, into consumer decision sets. Since positioning requires a narrow focus, marketing communications must present a succinct and meaningful proposition, the selection of which is often problematic for destination marketing organisations (DMO), which deal with a diverse and often eclectic range of attributes in addition to self-interested and demanding stakeholders who have interests in different market segments. This paper reports the application of two qualitative techniques used to explore the range of cognitive attributes, consequences and personal values that represent potential positioning opportunities in the context of short break holidays. The Repertory Test is an effective technique for understanding the salient attributes used by a traveller to differentiate destinations, and Laddering analysis enables the researcher to explore the smaller set of consequences and personal values guiding such decision making. A key finding of the research was that while individuals might vary in their repertoire of salient attributes, there was a commonality of shared consequences and values. This has important implications for DMOs, since a brand positioning theme that is based on a value will subsume multiple and diverse attributes. It is posited that such a theme will appeal to a broader range of travellers, as well as appease a greater number of destination stakeholders, than would an attribute-based theme.
Pike, S., & Mason, R. (2011). Destination competitiveness through the lens of brand positioning: the case of Australia's Sunshine Coast. Current Issues in Tourism. 4(2): 169-182.
by Steven Pike
The purpose of the paper is to provide a collaborative practitioner/academic interpretation of a destination’s... more The purpose of the paper is to provide a collaborative practitioner/academic interpretation of a destination’s competitiveness through the lens of brand positioning in the domestic short break drive market. A 173 item questionnaire, which was mailed to a systematic random sample of 3000 households in the target market, attracted a 17% useable response. The paper compares how one destination, the Sunshine Coast, is positioned in its most important market, in relation to the brand identity intended by the destination marketing organization (DMO). Key constructs were brand salience, brand associations and brand resonance. The Sunshine Coast was found to hold a leadership position in the minds of consumers, and the results indicated a strong level of congruence between actual market perceptions and the brand identity intended by the DMO. There were strong associations between brand salience, brand associations and brand resonance. The findings provided the destination of interest with both a measure of past marketing effectiveness as well as positive indicators of future performance. The paper represents collaboration between a tourism practitioner and tourism academic, and attempts a contribution to the emerging literature on destination competitiveness through the lens of positioning theory.
Pike, S. (2007). Repeat visitors - an exploratory investigation of RTO responses. Journal of Travel & Tourism Research. Spring: 1-13.
by Steven Pike
In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations, and so it is... more In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations, and so it is likely many places are substitutable. Successfully differentiating a destination at decision time is arguably the greatest challenge faced by destination marketing organisations (DMOs). In the emerging literature relating to place branding there has been little attention given to issues such as visitor loyalty, destination switching, repeat visitation and customer relationship management. Underpinned by the proposition that communicating with previous visitors will be a more efficient use of resources than traditional advertising, this paper reports an exploratory investigation into the extent that regional tourism organisations (RTO) in Queensland, Australia, are encouraging repeat visitors from their largest market. While there was a general recognition of the potential for visitor relationship management (VRM), none of the RTOs had yet been able to develop a formal approach to stay in touch with previous visitors. Destination marketers face a unique set of challenges and impediments, relative to marketers of other products and services. The term ‘firefighting’ is a useful metaphor to highlight what will inhibit VRM development by these RTOs for some time to come. More research is required to assist destination marketers address the issue of how to initiate meaningful dialogue, at the right time, with the hundreds of thousands of potential repeat visitors, with whom they do not have direct contact.
Download (.pdf)Pike, S. (2007). A cautionary tale of a resort destination's self-inflicted crisis. Journal of Travel & Tourism Marketing. 23(2/3/4): 73-82.
by Steven Pike
Rotorua was New Zealand’s first tourism destination, rising to prominence a hundred years ago on the back of the... more Rotorua was New Zealand’s first tourism destination, rising to prominence a hundred years ago on the back of the central government’s vision for a South Pacific spa to rival those of Europe. Government resources were used to develop and support Rotorua’s infrastructure and tourism industry, like no other in the British Commonwealth, for the best part of the 20th century. By the 1980s however, Rotorua’s tourism industry was in a crisis; and it is posited that the crisis was largely self-inflicted. The paper provides an historical summary of key events leading to the crisis, and subsequent efforts to regain destination competitiveness through a public-private partnership. Written from the perspective of the CEO of the destination’s inaugural regional tourism organisation charged with co-ordinating the marketing response to the crisis, the case provides a cautionary tale of how one destination’s success as a destination has risen, fallen and risen in line with government intervention.
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Pike, S., & Ryan, C. (2004). Destination Positioning Analysis Through a Comparison of Cognitive, Affective, and Conative Perceptions. Journal of Travel Research. 42(4): 333-342.
by Steven Pike
There has been exponential growth in the number of studies of destination image appearing in the tourism literature.... more There has been exponential growth in the number of studies of destination image appearing in the tourism literature. However, few have addressed the issues of destination positioning analysis and the role of affective perceptions. This paper analyses the market positions held by a competitive set of destinations, through a comparison of cognitive, affective and conative perceptions. Cognition was identified by trialing a factor analytic adaptation of importance-performance analysis. Affect was measured using an affective response grid, while conation was gauged by stated intent to visit. The alignment of the results from these techniques identified leadership positions held by two quite different destinations on two quite different dimensions of destination attractiveness. It is suggested this method of positioning analysis offers a practical means for destination marketers faced with the challenge of identifying the one or few features from their diverse and multi-attributed product range that could be developed by to differentiate their destination in a meaningful way to consumers.
Traveling Through the Web: A First Step Toward a Comparative Analysis of European National Tourism Websites
Traveling Through the Web: A First Step Toward a Comparative Analysis of European National Tourism Websites. Journal of Hospitality Marketing & Management, 20(07), pp. 718 - 739.
Inspired by the evolution of Information and Communication Technologies (ICT), the present study describes the way ICT... more Inspired by the evolution of Information and Communication Technologies (ICT), the present study describes the way ICT are used by destination marketing organizations during the destinations' website design (incorporating several website features). Relevant descriptive analysis is conducted, based on a number of case studies from the European tourism market (Official National Tourism Sites-ONTS). Following a qualitative research design, the study aims to provide a platform (consisting of a set of website characteristics) upon which a comparative analysis among various ONTS may be applied. Finally, some preliminary findings are presented and implications pertaining to destination marketing strategies are also discussed.
Destination Branding: Qualitative Insights from the Hotel Industry
Piha P. L., Giannopoulos, A. A., Avlonitis, G. J., 39th EMAC (European Marketing Academy) conference, Copenhagen Business School, Copenhagen, Denmark, 1-4 June 2010