Tourism Marketing

Portuguese Tourism Segments in Latin America

by Antónia Correia

Facilitators and constraints in leisure travel participation: the case of the southeast of Portugal

by Antónia Correia

Tourism Behavior and Marketing: An Introduction

by Antónia Correia

FACTORS INFLUENCING ARAB HOLIDAY MAKERS TO CHOOSE MALAYSIA AS THEIR CHOICE DESTINATION

by Rohaizat Baharun

Destination Branding: Qualitative Insights from the Hotel Industry

by Antonios Giannopoulos

Piha L.P., Giannopoulos, A.A., and Avlonitis, G.J. (working paper to be submitted for review)

Destination branding has lately been introduced in the marketing literature based on terms and notions from... more Destination branding has lately been introduced in the marketing literature based on terms and notions from traditional branding theory. Given the current status of relevant research, scholarly works reflect little effort to develop a framework that embodies all prerequisites that a destination should satisfy in order to build and maintain a successful brand over time. The authors synthesize previous knowledge on the subject and provide a foundation for future research by presenting a coherent branding strategy framework for destinations. To accomplish their purpose, they draw on the occasional writings on the subject over the last 15 years, work in related disciplines, and 37 in-depth interviews with key-informants in the hotel industry. Key findings are outlined and research implications are finally addressed to both the private and public sector in the tourism industry.

When satire is serious: how political cartoons impact a country's brand

by Kirk Plangger

Co-authored with A. Bigi, M. Bonera, & C. Campbell

This article examines the case of Italy's Mr. Berlusconi's indiscretions and the effect his scandals have played in... more This article examines the case of Italy's Mr. Berlusconi's indiscretions and the effect his scandals have played in the decline of the Italian national brand. National brands are the perceived added value that international consumers place on that country and its products and services. An analysis of recent political cartoons will provide insight into international attitudes regarding Mr. Berlusconi's political and social actions. From this investigation, the authors conclude that a country's political leader's negative image and reputation can have a large negative impact on national brand equity abroad.

Smartphone Augmented Reality Applications for Tourism

by Professor Dimitrios Buhalis

Smartphone Augmented Reality Applications for Tourism

Zornitza Yovcheva, Dimitrios Buhalis, Christos... more Smartphone Augmented Reality Applications for Tourism

Zornitza Yovcheva, Dimitrios Buhalis, Christos Gatzidis
School of Tourism, Bournemouth University, UK

e-Review of Tourism Research (eRTR), Vol. 10, No. 2, 2012

Abstract

Invisible, attentive and adaptive technologies that provide tourists with relevant services and information anytime and anywhere may no longer be a vision from the future. The new display paradigm, stemming from the synergy of new mobile devices, context-awareness and AR, has the potential to enhance tourists’ experiences and make them exceptional. However, effective and usable design is still in its infancy. In this publication we present an overview of current smartphone AR applications outlining tourism-related domain-specific design challenges. This study is part of an ongoing research project aiming at developing a better understanding of the design space for smartphone context-aware AR applications for tourists.
Keywords: Augmented Reality, eTourism, smartphone, mobile

Visual identity and Indigenous tourism: power, authenticity, hybridity and the Osoyoos Indian Band's Nk'Mip Desert Cultural Centre

by Katie Bresner

Masters Thesis

The tourism industry is particularly reliant on the use of imagery to create a brand for a destination or attraction... more The tourism industry is particularly reliant on the use of imagery to create a brand for a destination or attraction in order to effectively market its product. In the case of Indigenous tourism, a paradox often exists between maintaining a level of recognition and familiarity that mirror the expectations of the public imagination, and conveying a representation that is locally meaningful and emblematic. Investigation into the visual representation and communication of identity through tourism is a means to illustrate three overlapping issues that are prevalent throughout the literature on Indigenous tourism. These are: control, authenticity, and hybridity. This research project addresses these issues through an extensive review of anthropological and tourism-related literature and its application to the specific case study of one Indigenous tourism business, the Nk’Mip Desert Cultural Centre (NDCC), owned and operated by the Osoyoos Indian Band (OIB) in Osoyoos, British Columbia (BC), Canada. Semiotic and visual analyses are used to elucidate the messages about OIB identity communicated through the Centre’s visuals, in order to bring the example of the OIB and NDCC into conversation with the larger issues found within Indigenous tourism.

Existential Tourism and the Homeland: The Overseas Chinese Experience

by Alan A. Lew

Published with Alan Wong (2005) In Cartier, C. and Lew, A.A., eds., Seductions of Place: Geographical perspectives on globalization and touristed landscapes, pp. 286-300 (Chapter 18), Abingdon, UK: Routledge. (pre-publication version)

This chapter explores conditions of existential tourism among overseas Chinese, focusing on relations with their... more This chapter explores conditions of existential tourism among overseas Chinese, focusing on relations with their ancestral homeland areas in China. Like other disaporic ethnic groups, overseas Chinese migrants, in both historic and contemporary times, have followed long established paths, bound by ‘networks of ethnicity’, which “extend the group’s identity spatially, and are an important facet of social and economic organization, particularly within migrant communities” (Mitchell 2000: 392). Highly structured ethnic networks support existential tourism to China and several major fields of influence shape this structuration process, overlapping in different ways. Overseas Chinese institutional structures support ideas about traditional Chinese values, thereby working to enable and maintain a sense of ‘Chineseness’. ‘Traditional values’, however, have also adapted to meet the special conditions of the migrant/diasporic community, as migration creates both ‘outsider’ and ‘home out there’ experiences, the evolution of multiple homes, and the need for mechanisms to overcome geographic spaces between old, new and transitory homes (Leung 2003). The influence of space-shrinking technologies and globalizing modernity provide further realms of influence, shaping the form and experience of both migration and ‘Chineseness, by, for example, enabling closer relationships and easing the strain of return visits.

Podcasting and Tourism: An Exploratory Study of Types, Approaches and Content

by Alan A. Lew

Research note with Philip Feifan Xie (2008) In " Information Technology & Tourism" 10: 173-180 (pre-publication version)

This research note explores the current issue of using podcasting as a resource for tourismmarketing. It investigates... more This research note explores the current issue of using podcasting as a resource for tourismmarketing. It investigates the websites of Convention and Visitors Bureaus (CVB) in US cities for the use of podcasting to promote tourism. The findings show that only five CVBs currently use the technology of podcasting and the application is varied in form, approach and content. Many more travel and destination podcasts exist separate from CVB sponsorship. The conclusions suggest that podcasting will become an important marketing tool for tourist destinations and merits study by tourism researchers and practitioners.

Keywords: podcast, iPod, tourism, marketing, convention and visitors bureaus

Long Tail Tourism: New geographies for marketing niche tourism products

by Alan A. Lew

Published (2009) Journal of Travel and Tourism Marketing 25(3/4): 409-419.

The Long Tail concept refers to the Internet-based economy that has enabled company success through a focus on highly... more The Long Tail concept refers to the Internet-based economy that has enabled company success through a focus on highly specialized services and products that are not in high volume demand, but maybe in high-value demand. The concept of the post-tourist, for example, is a Long Tail phenomenon. Long Tail marketing approaches are proving success due to advances in communication technology and social networking that have given more people access to a broader range of goods and services and information. The Long Tail is not without its challenges, including increased global competition, and it has not abandoned geographic considerations. Geography, in fact, can help to differentiate niche products and must still be overcome to consummate the tourist experience.

KEYWORDS. The Long Tail, social software, marketing, geography, the Internet

Las nuevas redes de innovación en los destinos 2.0

by Oriol Miralbell Izard

La aparición de la web 2.0 ha supuesto un fuerte cambio de paradigma en el escenario del marketing
turístico,... more La aparición de la web 2.0 ha supuesto un fuerte cambio de paradigma en el escenario del marketing
turístico, tanto para las empresas como para los destinos. A través de los blogs, las comunidades de
usuarios y las redes sociales, el turista puede recomendar o criticar los destinos y sus servicios
turísticos,  permitiendo, a la vez, que éstos puedan aprender a conocer mejor los gustos y los intereses
de sus clientes.
Pero la web 2.0 no sólo supone una ventaja en la interacción con el cliente, sino que también permite 
la creación, distribución e intercambio de información y conocimiento entre las empresas y los
órganos públicos gestores del turismo. En este sentido, en España han surgido ejemplos de empresas y
profesionales que han abierto sus bitácoras o blogs para reflexionar sobre la situación y las tendencias
del sector. Uno de los servicios de mayor éxito ha sido Turismo 2.0, una red social que ha conseguido
integrar profesionales de todo el abanico de subsectores turísticos, y en la cual se originan debates e
iniciativas de mejora e innovación tanto para la gestión privada de los servicios turísticos como en la
gestión pública y privada de los destinos.
Este “paper” pretende analizar los elementos principales que definen el cambio de paradigma en las
redes de conocimiento de los destinos turísticos, identificando aquellos que han de contribuir de
manera más destacada a la innovación, a la vez que se expondrán ejemplos en la práctica de esta
nueva estrategia de los destinos.

Matloka, J., Buhalis, D., 2010, Tourism Destination Marketing through User Personalised Content (UPC)

by Professor Dimitrios Buhalis

Matloka, J., Buhalis, D., 2010, Destination Marketing through User Personalised Content (UPC), in Gretzel, U., Law, R., Fuchs, M., (eds), ENTER 2010 Proceedings, Lugano, Springer-Verlag, Wien, ISBN: 9783211994061, pp.519-530.

Destination Marketing through User Personalised
Content (UPC)

Joanna Matloka and Dimitrios Buhalismore Destination Marketing through User Personalised
Content (UPC)

Joanna Matloka and Dimitrios Buhalis
Bournemouth University, England

Abstract
The emergence of Social Media has already started revolutionising the tourism industry. User Personalised Content (UPC) appears as a new Web 2.0 form of customised information access and streaming, based on content aggregators and widgets. This study explores emerging opportunities originating from the development of UPC tools for destination marketing and the need for its leveraging. It investigates the range and value of widgets and assesses the potential of UPC for marketing destinations. The findings demonstrate that there is a great opportunity to deliver customised information that addresses personal needs and preferences to travellers. They also imply that in order to advance destination marketing through UPC, destination database should be created and a more systematic and efficient technique of widget search, selection and download shall be developed. Joining these two innovations together allows
creation of an Open Global Destination Marketing System (OGDMS) which is suggested as solution to destination marketing challenges.

Keywords: widgets, user personalised content, destination marketing, information search

Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism

by Professor Dimitrios Buhalis

Stephanie Hays, Stephen Page, Dimitrios Buhalis, 2012, Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism, To link to this article: http://dx.doi.org/10.1080/13683500.2012.662215

Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourismmore Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism

Stephanie Hays, Stephen Page, Dimitrios Buhalis, 2012, Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism, To link to this article: http://dx.doi.org/10.1080/13683500.2012.662215

Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a time when public sector cuts in their funding are requiring them to seek greater value in the way marketing budgets are spent. Social media offers DMOs with a tool to reach a global audience with limited resources. The aim of this study is to explore the usage of social media among the DMOs of the top 10 most visited countries by international tourists. The study uses content analysis and semi-structured interviews to examine the usage and impact of social media marketing strategies and identifies a framework of best practice for other national tourism organizations (NTOs) to learn from. The study argues that social media usage among top DMOs is still largely experimental and that strategies vary significantly.

http://dx.doi.org/10.1080/13683500.2012.662215

Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism

by Professor Dimitrios Buhalis

Stephanie Hays, Stephen Page, Dimitrios Buhalis, 2012, Social media as a destination marketing tool: its use by national tourism organisations, Current Issues in Tourism, To link to this article: http://dx.doi.org/10.1080/13683500.2012.662215

Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a... more Social media are gaining prominence as an element of destination marketing organisation (DMO) marketing strategy at a time when public sector cuts in their funding are requiring them to seek greater value in the way marketing budgets are spent. Social media offers DMOs with a tool to reach a global audience with limited resources. The aim of this study is to explore the usage of social media among the DMOs of the top 10 most visited countries by international tourists. The study uses content analysis and semi-structured interviews to examine the usage and impact of social media marketing strategies and identifies a framework of best practice for other national tourism organizations (NTOs) to learn from. The study argues that social media usage among top DMOs is still largely experimental and that strategies vary significantly.

http://dx.doi.org/10.1080/13683500.2012.662215

Long-run market situation forecasting in tourism

by Preslav Dimitrov

Published in Journal of Science & Research, edition of The Bulgarian Chamber for Science, Education and Culture, Volume 1, 2011, pp. 23-33;

In the recent ten years the Bulgarian tourism industry has reached a stage of a bubbling increase, which was followed... more In the recent ten years the Bulgarian tourism industry has reached a stage of a bubbling increase, which was followed by the negative impact of the world financial and economic crisis.
The fluctuations of the tourism markets, which were felt as an aftermath of the economic crisis, took in surprise a significant part of the representatives of the Bulgarian tourism industry, the big investors (banks, investment funds, and holding companies), as well as the entrepreneurs themselves. All of them had overoptimistically expected a positive and stable development of this sector of the economy.
The failed and disappointed expectations, however, could have been avoided if alarming and comparatively true long-run forecasts were presented for what was to happen. Ant this refers also to some separate sub-sectors of the Bulgarian tourism, such as the cultural, tourism, the spa and wellness tourism and the rural tourism.
The present paper regards the application of some forecasting methods for the purpose of the long-run forecasting of the market situation development of the Bulgarian tourism industry such the linear trend forecasting and the double exponential forecasting (the Holt’s method).

SHORT-RUN FORECASTING OF ARRIVALS AND REVENUE FLOWS IN BULGARIAN TOURISM INDUSTRY

by Preslav Dimitrov

Presented at 4th International Conference "Development: Cooperation and Competitiveness", Bucharest, Roumania, 2008, and published in the official Collection of papers of the conference, pp. 168-176

Abstract: At the present seven years the Bulgarian tourism industry has reached a stage not just of a positive growth... more Abstract: At the present seven years the Bulgarian tourism industry has reached a stage not just of a positive growth but also of a true bubbling. And this provides not only opportunities but also threats to the development of the Bulgaria’s tourism companies. An economic myopia at this stage of development could later be paid at a very high price by the Bulgarian tourism sector. Therefore, the necessity of the modern tourism industry to perform more flexibly to the surrounding business environment in both national and global scale makes the situation survey and analysis useful and practical survival tools. The present papers focus on the opportunities provided by the short-run forecasting of arrivals the revenues earned by the Bulgarian tourism industry. It also regards the methodology that should be used to make the forecasting of the tourism situation indicators more accurate and precise, and the results more understandable by the Management of the tourism companies. The main short-run forecasting techniques, which are applied, include (i) the naïve (simple) forecasting; (ii) the moving average; and (iii) the exponential smoothing. Two consequent forecasts, using these techniques, of the arrivals and revenues being presented: one for 2007 and one for 2008. Thus real error estimations are being calculated and opportunities for improvement of the forecasting models are provided.

El marketing relacional y las relaciones como ejes fundamentales del marketing en el sector turístico. I COLOQUIO PREDOCTORAL EUROPEO DE …

by Oriol Iglesias

Oriol Iglesias (2003) Paper presented at the Doctoral Colloquium on Tourism managment co-organized by Cornell, ESSEC and ESADE

Marketing Situation and Strategic Planning Executed by Tourism Entrepreneurs in Khanom District, Nakorn Si Thammarat Province (2009)

by Pavit Tansakul

Marketing Situation and Strategic Planning Executed by Tourism Entrepreneurs in Khanom District, Nakorn Si Thammarat Province

สภาวะการตลาดและการวางแผนเชิงกลยุทธ์ของผู้ประกอบการการท่องเที่ยวในอำเภอขนอม จังหวัดนครศรีธรรมราช ภายใต้ชุดโครงการ "กลยุทธ์การตลาดและการพัฒนาการจัดการแหล่งท่องเที่ยวทางทะเลอย่างยั่งยืน กรณีศึกษาอำเภอขนอม

นายปวิธ ตันสกุล
ผศ.ดร.ภัทรวรรณ แท่นทอง

Assessing Actual Visit Behavior through Antecedents of Tourists Satisfaction among International Tourists

by ASEAN Marketing Journal (AMJ)

Author: Ayed Moh’d Al Muala*, Nik.Kamariah Nik Mat, and Filzah Mohd Isa

Institution: University Utara Malaysia, *Email: aied_muala@yahoo.com

Suggested Citation: Al Muala, A.M., Mat, N.K.N., and Isa, F.M. (2011) Assessing Actual Visit Behavior through Antecedents of Tourists Satisfaction among International Tourists. ASEAN Marketing Journal, 3(1), 21-34, ISSN: 2085-5044

Jordan tourism industry is facing fluctuating tourist visit provoked by dissatisfaction, high visit risk, low hotel... more Jordan tourism industry is facing fluctuating tourist visit provoked by dissatisfaction, high visit risk, low hotel service, or negative Jordan image. This study aims to examine the relationships between the antecedents of tourist satisfaction and actual visit behavior in tourism of Jordan, and the mediating effect of tourist satisfaction (SAT) in the relationship between Jordan image (JOM), service climate (SER) and actual visit behavior (ACT). A total of 850 international tourists completed a survey that was conducted at southern sites in Jordan. Using structural equation modeling (SEM) technique, Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement, and the structural equation modeling techniques (Amos 6.0) were used to evaluate the casual model. Results of the study demonstrate the strong predictive power and explain of international tourists’ behavior in Jordan. The findings highlighted that the relationship between Jordan image and service climate are significant and positive on actual visit behavior.

Keywords: Jordan image, perceived risk, service climate, tourist satisfaction, actual visit behavior