Tourism Marketing

In recent years, resilience theory has come to occupy the core of our understanding and management of the adaptive capacity of people and places in complex social and environmental systems. Despite this, tourism scholars have been slow to adopt resilience concepts, at a time when the emergence of new frameworks and applications is pressing.

Drawing on original empirical and theoretical insights in resilience thinking, this book explores how tourism communities and economies respond to environmental changes, both fast (natural hazard disasters) and slow (incremental shifts). It explores how tourism places adapt, change, and sometimes transform (or not) in relation to their environmental context, with an awareness of intersection with societal dynamics and links to political, economic and social drivers of change. Contributions draw on empirical research conducted in a range of international settings, including indigenous communities, to explore the complexity and gradations of environmental change encounters and resilience planning responses in a range of tourism contexts.

As the first book to specifically focus on environmental change from a resilience perspective, this timely and original work makes a critical contribution to tourism studies, tourism management and environmental geography, as well as environmental sciences and development studies.

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Voluntary carbon offsetting by air passengers could help counteract environmental damage caused by air travel. But adoption rates among air travellers are low. This study (1) develops new communication messages which counteract barriers to carbon offsetting identified in prior studies, and (2) tests their effectiveness using psychophysiological and attitudinal measures, a technique new to sustainable tourism research methodologies. Results point to low levels of traveller awareness of carbon offsetting schemes, the primary need for any message to attract the air passengers' attention, the superiority of pictorial and short textual information as well as the identification of particularly effective content. The study makes three key contributions: (1) it highlights the critical importance of awareness raising as a precursor of behavioural change, (2) it offers tangible recommendations for improving carbon offsetting messages, and (3) it demonstrates the usefulness of psychophysiological measures for pre-testing alternative social marketing messages aimed at increasing environmentally sustainable tourist behaviour across a range of applications. Findings of considerable practical importance include refinements of current messages to increase both attention levels and emotional arousal, and the positive impact of promoting additional social co-benefits alongside environmental benefits. Future valuable research themes using psychophysiological and attitudinal measures are suggested.

Turismul în România a suferit schimbări considerabile în procesul de tranziţie spre economia de piaţă. Aceste modificări, însoţite de soluţiile neadecvate adoptate de autorităţi, au determinat o situaţie discordantă între ceea ce prezintă şi promovează Ministerul Turismului şi situaţia reală a industriei turismului şi a industriei hoteliere româneşti. Această situaţie a fost întreţinută şi de centralizarea precară sau eronată către Ministerul Turismului (MT)/ Autoritatea Naţională pentru Turism (ANT) a informaţiilor hotelierilor cu privire la hotelurile administrate, dar şi de slaba prelucrare a informaţiilor primite de către MT/ ANT, conducând la generarea unor informaţii eronate. Aceste date sunt practic inutile pentru oricare dintre categoriile de persoane interesate să afle mai multe cu privire la industria hotelieră românească şi cu atât mai mult pentru cei care doresc să le utilizeze ca punct de referinţă, în special în vederea deschiderii unor noi afaceri în domeniul ospitali...

This chapter extends the emerging literature on luxury services (Holmqvist et al. 2020; Wirtz et al. 2020) by developing the key concepts of hedonic escapism as well as multifaceted exclusivity. We first developed the role of hedonic escapism in rendering luxury services enjoyable and extraordinary. This represents a key implication for managers of luxury services: customers engaging in a luxury service usually have high expectations and demands that the service needs to satisfy. Even though the service quality may be very high, this may not be enough in itself and would rather fall into the ‘good service’ category. While this may often be enough for most services, it is less likely to meet the demands of customers expecting an extraordinary experience. This challenge to deliver the extraordinary, even to customers who become used to the very best service quality, represents a crucial challenge for managers in luxury services.
In addition to hedonic escapism, we also contribute to research on luxury services by extending the role of exclusivity and detail four different manifestations of exclusivity in luxury service contexts. For practitioners in luxury services, we believe that appeal of exclusivity as well as the role of exclusivity in keeping luxury services attractive are best understood through the lens of customer value in social contexts (Edvardsson et al. 2011). Building on this value in social context, we find conspicuous consumption and exclusivity of particular importance for luxury service managers. First, managers should explore how they can manage exclusivity to increase the appeal of the service for conspicuous consumers. Given the risk of hedonic adaptation reducing the appeal of luxury over time (Wiesing 2015), we believe that service managers could employ all the four forms of exclusivity in order to keep the service feeling special for the customers. For example, conspicuous consumption can be enhanced by tangible cues, such as branded souvenirs and giveaways, and materialized through stories and photos. Special attention should be placed on social media which can help enhancing conspicuousness of services. Customers can ‘post‘ and ‘share‘ luxury experiences, for example, related to dining and the arts, and signal their affluence and sophistication. Service firms should encourage this, for example, by offering ‘instagrammable’ cues (Wirtz et al., 2020).
Not every luxury customers is interested in conspicuous consumption. As luxury services are consumed and experienced at the same time, luxury service providers have to proactively manage conspicuousness. For example, a celebrity dining out may want to sit at a quiet table in order not to be disturbed by fans. Many top-end travelers value privacy and Singapore Airlines therefore has private first class check-in lounges in Singapore that even comes with a private link directly to immigration, after which passengers can proceed to Singapore Airlines’ first class lounges. Even on board, privacy is provided in its suites with a sliding door that screens the outside world away (Wirtz et al. 2020)
Second, managers should explore using the gamut of the different types of exclusivity to enhance the luxury experience. Monetary exclusivity is obvious and simply means luxury service firms need to be extremely careful with price promotions. Social exclusivity combines with the constructed exclusivity of luxury goods to allow service providers to limit and to control access to the service in order to enhance its appeal. Upscale clubs screen at the entrance, exclusive social events can be made ‘by-invitation-only,’ and luxury servicescapes can even be designed to intimidate non-target consumers (Dion and Borraz, 2017). Hedonic exclusivity can be used to target a service only at the initiated whereby a certain degree of expertise serves as a barrier for the less initiated to fully appreciating a service.

Geomarketing allows geographical units to be defined with a certain degree of homogeneity in terms of tourists' preferences, behaviours, needs, expectations, purchase and consumption patterns and analogous attitudes. The result is a 'territorial segmentation' of tourists' demands in accordance with tourism areas' geographical characteristics. This study sought to examine the benefits and disadvantages of applying geomarketing to territorial segmentation of demand in coastal tourism areas. An empirical analysis was conducted of data on tourist accommodation establishments specialising in family tourism in Costa Adeje, Spain. The findings include that the tourist accommodation variable is essential to any successful segmentation process, including the micro-segmentation of coastal tourism areas. This variable facilitates the grouping of consumers with similar demands in a market based on shared needs, habits or attitudes and, from the supply side, on areas' characteristics. The latter territorial aspects are crucial to public and private decision-making processes. Thus, geomarketing is an ideal technique for understanding tourists. Resumen El geomarketing permite delimitar unidades geográficas con cierto grado de homogeneidad en cuanto a las preferencias, comportamientos, necesidades, conductas de compra, expectativas, patrones de consumo y actitudes análogas de los turistas. Así, agrupa a consumidores similares dentro de un mercado desde el punto de vista de la demanda, sino también de las características de la oferta. El resultado es la "segmentación territorial" de la demanda. El objetivo de este trabajo es analizar las potencialidades y debilidades de la aplicación del geomarketing en los procesos de segmentación territorial de la demanda en las áreas turísticas de litoral. Se presenta un análisis empírico de los hoteles especializados en turismo familiar en Costa Adeje (España). La principal conclusión es que es que las cualidades (categoría, tipología, etc.) de los alojamientos turísticos son esenciales en cualquier proceso de segmentación, e incluso, la microsegmentación de los turistas en las áreas turísticas de litoral. Ello convierte al geomarketing en una metodología y una técnica adecuada para comprender a los turistas. Palabras clave: Área turística de litoral, comportamiento del consumidor, geomarketing, segmentación territorial, turismo familiar.

Numerous studies have focused on delineating the relationship between tourism and economic growth. In this article, we present the results of a rigorous meta-regression analysis based on 545 estimates drawn from 113 studies that empirically tested the tourism-led growth hypothesis (TLGH). The results suggest the presence of publication bias in the literature on this topic, where the majority of studies report positive and statistically significant estimates. Findings provide support for the TLGH, but they also suggest that the estimates are sensitive to a number of factors that are related to country, data, specification, and estimation characteristics, and time span. Such sensitivities suggest that greater emphasis should be placed on reporting estimates of the relationship between tourism and economic growth across a variety of methodological characteristics and specification and estimation choices. The implications of the results for theory development are also discussed.

The purpose of this study is to understand hiking-tourist behavior by exploring tourist motivation, personal values, subjective well-being, and revisit intention. The study demonstrates the theoretical and empirical evidence of the relationships among the four constructs. Using a sample drawn from tourists in South Korea, an exploratory factor analysis (EFA) is carried out. As a result, "enjoying the natural environment and escaping from daily life", "pursuing new type of travel", "pursuing healthy life", and "pursuing intimacy" are classified as motivations for hiking tourists. Moreover, in order to investigate the relevant relationships among the four constructs, a structural equation modeling (SEM) approach is used. The results indicate that revisit intention is affected by tourist motivation and subjective well-being. Furthermore, hiking-tourists' motivation and personal values are effective predictors of subjective well-being.

Tourism has been a major social phenomenon in societies all over the world. It is driven by the human desire for new experiences, and the desire to be educated and entertained. The spread of education and the technological improvements in communication have strengthened the basic human thirst for new knowledge and experience and have fostered a desire to know more about different parts of the world. Tourism has been revolutionised with the emergence of tourism aggregators, i.e. web-based portals that provide travellers with services such as travel, accommodation, and tour planning and booking. The tourism aggregators have reduced information search costs, and have increased the awareness of tourists of potential destinations. This has enabled some innovative trends in tourism, including eco-tourism, adventure tourism, heritage tourism, medical tourism, pilgrimage tourism, and so on. The objective of the study is to compare the competitiveness of Indian tourism aggregators using the Analytic Hierarchy Process (AHP). AHP is a technique that is used to structure multi-criteria decisions, allowing both quantitative and qualitative comparisons between alternatives (Saaty and Forman, 1992; Saaty, 2008). The criteria used for the study include price, process, ease of access, and customer service. The tourism aggregators selected for the study include Yatra, Makemytrip, Goibibo, Cleartrip, Expedia, and Kuoni-SOTC.

The purpose of this paper is to explore less obvious aspects of the relationship between gastronomy and opera. It is a fact that our age promotes the image and concept of the master chef or confectioner and this is facilitated even more thanks to social media. During the 19th century, the role of promoting the chef's image was mainly taken on by the press and literature. The chef and confectioner, in their effort to establish themselves in a changing society after the French Revolution, were trying to prove that their art is not inferior to other arts. The indexing of the corpus of a French newspaper published in the late 19th century, which is mainly aimed at confectioners, is an attempt to prove how lyrical theatre and some of its brilliant contributors were treated-as a factor conducive to the consolidation of the "dignity" of the confectioners' profession. Also, in this said corpus, names of dishes, bearing the titles of opera, operetta, and / or their contributors, will be identified, as a small contribution to the nomenclature of gastronomy.

Analyticka studia sektoru informacnych centier na Slovensku predstavuje návrh optimálneho fungovania turistickeho informacneho centra (TIC) Vymedzuje základnú terminologiu a postavenie informacneho centra v destinacii cestovneho ruchu, analyzuje sucasny stav TIC na Slovensku, porovnáva s medzinárodnými modelmi a navrhuje optimálne fungovanie turistickeho informacneho centra. Dalej, predstavuje e-sluzby, ktoré informacne centra ponukaju a navrhuje odporucania pre informacne centra na Slovensku ako zlepsit ich sluzby a e-komunikaciu