Social marketing,sustainable tourism,and small/medium size tourism enterprises: challenges and opportunities for changing guest behaviour

ABSTRACT

This paper investigates the impact on the guest experience of initiatives promoting water efficient behaviour in small/medium-sized enterprises (SMTEs) offering tourism accommodation. Interviews with 16 SMTE managers revealed businesses were unable to incorporate many initiatives previously examined in the literature, due to the small size of their businesses. In the interviews, however, they contributed three new ideas not previously examined in existing sustainable tourism dialogues. A subsequent questionnaire (n = 408) was administered to potential guests to better understand their water use behaviour, explore how initiatives might impact their accommodation experience, and to assess guest reactions to social marketing messages. Eight initiatives and five messages were tested. Cluster analysis revealed three distinct water user segments with one cluster showing the greatest promise for targeting to increase return on investment. Guests reported the highest positive impact on their experience from initiatives SMTEs stated were not operationally viable. This may indicate that larger firms have a competitive advantage over SMTEs if applying social marketing to change guest behaviour. However, the study found that two of the new initiatives, suggested by SMTE managers as more appropriate to their businesses, would be viable in engaging guests and at acceptably low costs.     

Crisis Management in Small-Scale Tourism

Summary

Since the events of September 2001, many tourism academics, analysts, and corporations have displayed attention toward crises in the tourism industry. Most attention has focussed on how nations and large tourism corporations cope with unforseen crises. However, when crisis strikes, it is indiscriminate, affecting small-scale tourism businesses also. This article analyses some popular crisis management models, and their applicability to smaller scale businesses. The small island of Gili Air in Indonesia is examined, and the crisis management techniques employed by owners and operators of small and micro tourism businesses. The results indicate that while these businesses face similar issues resulting from crises, they are ill equipped to produce long-term solutions.     

In Search of Competitive Advantage in Caribbean Tourism Websites

Abstract

The intense competitiveness of the global tourism industry increasingly demands the most effective possible marketing for individual destinations. The strategic management literature suggests that competitive advantage can be gained through capitalizing on a destination's unique attributes. In marketing terms, this translates as “competitive positioning.” To what extent do the individual destinations of the Caribbean seek to competitively position themselves as unique attractions among their many competitors? This paper returns to the concept of the Unique Selling Proposition (USP) as a practical and straightforward framework for analyzing distinctiveness in tourism marketing. An exploratory analysis of web-based marketing in the Caribbean suggests widespread failure of destinations to market themselves in terms of unique competitive positioning. The analysis also reveals several exemplary models of the USP concept in tourism marketing, suggesting opportunities for greater regional cooperation through stronger individual destination identities.     

The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer

This paper addresses calls for more detailed studies of small tourism enterprises. Researchers report a lack of adoption and ineffective utilisation of digital technologies in smaller tourism businesses. The study focuses on two university-facilitated projects of digital marketing adoption and utilisation by 53 small and medium sized tourism businesses in the South of England. The framework for this study was driven by Modes of Knowledge Transference and Technology-In-Practice. The findings describe peer-to-peer knowledge acquisition and sharing that take place in university-led projects and suggests that a combination of Mode 1 and Mode 2 knowledge helps entrepreneurs to advance their digital marketing knowledge. Peer-to-peer clusters are an effective means of placing digital marketing knowledge and technology in the context of small and medium tourism business practice. The paper provides implications for destination marketing organisations and policymakers and suggestions for future avenues of research are offered.     

Seasonality in New Zealand Winery Visitation

Summary

Seasonality is a major issue in tourism management; however, the implications of seasonality for wine tourism have only received limited attention. Arguably, because of the interaction between seasonal patterns of consumer demand with the inherent seasonality of vineyard work and wine supply means that seasonality issues may be even more problematic for wine tourism than other forms of tourism. The article provides the results of a national study on wine tourism in New Zealand. The article highlights the seasonal nature of visitation and suggests a number of marketing strategies by which some of the effects of seasonality may be overcome in terms of both target markets and the improved management of human resources.     

Crisis Management in Tourism

SUMMARY

Anticipating and preparing to deal with the threat of crises precipitated by disaster from natural and people-made catastrophes is an important challenge facing tourism. As an industry tourism is particularly susceptible to such negative events putting the sector under almost constant threat of a crisis. Before the catastrophes of 9/11 and the Asian Tsunami of 2004 crisis management in tourism was essentially a reactive response, as opposed to a state of proactive anticipation. A review of the emerging literature on crisis management in tourism is given to identify the foci of the current academic discourse. More systematic input by human resource management was identified as a way to assist tourism businesses in preparing for and dealing with crises. By discussing crisis management within a services management context, a contribution is made to the debate on the need for proactive crisis management within the tourism industry. A central plank to this position is that the preparation stage of crisis management in tourism is the actual beginning of any strategic response to recovery. Well conceived and executed human development is promoted as an initiative and key component of crisis preparation and management. Developing the potential of human capital at the industry and enterprise level to deal with crisis management is a way of reducing the vulnerability of tourism enterprises to crises. Measures are suggested that may be taken to prepare tourism businesses for crisis situations.     

Marketing Strategies for Last-Minute Travel and Tourism

Abstract

Travel and tourism arranged at the “last minute” has become a growing trend among consumers today. Responding to this trend, more and more travel/tourism firms are offering services catering to consumers seeking last-minute travel and tourism opportunities. Yet, clearly, not all last-minute travellers are alike. Variability in last-minute consumer characteristics such as motivations, lifestyles, and benefits sought suggests opportunities for astute marketers and revenue managers to collaborate in further segmenting the last-minute market and developing more effective marketing and revenue management strategies to potentially increase the firms' revenues, profitability, and customer satisfaction. Toward this end, this article evaluates and discusses marketing strategies, marketing mix elements, and segmentation approaches that may be most appropriate for more effective marketing and revenue management in the last-minute travel and tourism market.     

Tourism,information technologies and sustainability: an exploratory review

ABSTRACT

Considerable attention has been paid in recent years to the fundamental changes in the global tourism system related to the emergence of information technologies (IT), and, specifically, the rise of social media. Opportunities to search travel-related information, to reserve and book, evaluate and judge; to receive travel advice and to communicate one's mobility patterns have all profoundly changed the practices of performing tourism, with concomitant repercussions for the management and marketing of businesses and destinations. This paper provides a discussion of the implications of these changes for the sustainability of the global tourism system. Based on an exploratory research design, key changes in the tourism system are identified and discussed with regard to their environmental, socio-cultural and psychological, as well as economic significance. The paper concludes that IT affects the tourism system in numerous and complex ways, with mixed outcomes for sustainability: while most changes would currently appear to be ambivalent – and some outright negative – there is considerable potential for IT to support more sustainable tourism. Yet, this would require considerable changes in the tourism system on global, national and individual business' levels, and require tourism academics to probe many new issues.     

Corporate social marketing in tourism: to sleep or not to sleep with the enemy?

ABSTRACT

Social marketing is regarded as an effective consumer-oriented approach to promoting behavioural change and improved well-being for individuals, communities and society. However, its potential for tourism, especially sustainable tourism, remains under-researched. This article examines the utilisation of social marketing by tourism businesses. A search strategy identified 14 behavioural change programmes that involved tourism businesses. Half of these programmes label themselves social marketing; the others tend to be part of corporate social responsibility efforts, using a form of corporate social marketing (CSM). Most programmes seek to encourage pro-environmental behaviours in tourists, tourism businesses and other stakeholders including suppliers. Although tourism businesses can develop social marketing programmes alone, typically they collaborate with public and non-profit agencies as partners and sponsors. The strength of the tie between the promoted behaviour and the sale of a company's product varies considerably. It is suggested that social marketing can make significant contributions to environmentally sustainable tourism. However, this research also suggests that social marketing is not a substitute for, but rather an essential complement to, technological and regulatory approaches to climate change. Changing behaviour is a long process: without a long-term commitment from private sector companies, CSM programmes will fail to achieve behavioural change goals.     

Sustainability and marketing in tourism: its contexts,paradoxes, approaches,challenges and potential

ABSTRACT

Tourism marketing has typically been seen as exploitative and fuelling hedonistic consumerism. Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring behavioural change. This article summarises the latest research on the theories, methods and results of marketing that seeks to make tourist destinations better places to live in, and better places to visit. It explores sustainability marketing's two fundamental approaches, that of market development, using market segmentation, and that of sustainable product development. It introduces a Special Issue of the Journal of Sustainable Tourism on sustainable marketing, sharing evidence on the motivations, mechanisms and barriers that businesses encounter, and on successes in changing consumer behaviour and pursuing sustainability goals. Particular attention is given to the methodologies of sustainable tourism marketing, to the subject's breadth and complexity, and to its many innovations. Further research is called for to fully understand what contextual aspects influence these pro-sustainability interventions to achieve which outcomes in other settings, in order to validate some of the exploratory studies discussed, and establish the feasibility of scaling up pilot studies for more general use.     

Strategy Communication in Family-Owned Restaurants: Ad Hoc and Ad-Lib

ABSTRACT

Most New Zealand restaurants are small family-owned businesses, which could be expected to communicate their purpose, business strategy, and goals to their employees. However, this expectation may be at odds with the informal mode of a family operation. This exploratory study therefore examines the communication of strategies in family-owned restaurants to determine the likely impact of family ownership on strategy communication. Interview data from family business owners and employees indicate that communication was largely ad hoc, relating to tactics more than strategies, and that many owners lacked the skills needed to operate a profitable and successful business. The weak understanding of strategic business skills identified may explain the high rate of failures identified in the New Zealand restaurant industry.     

A Study into the Use of Management Science and Marketing Research Techniques in the Irish Tourism Industry

Abstract

The authors report the findings of a recent survey into the use of management science and marketing research techniques in the Irish tourism industry. Given the well documented benefits of these techniques for management decision making, the research was undertaken to explore the extent to which managers in the Irish tourism industry are aware of and use these techniques. The usefulness of these techniques has spawned a considerable expansion of the coverage of such topics throughout business studies programmes in the higher education sector internationally. The study examines whether what is being taught is being used in practice and if not why not. Overall, the results indicate that management science and marketing research practice in the Irish tourism industry do not seem to reflect their potential.     

Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses

ABSTRACT

Greenhushing selectively communicates fewer pro-sustainability actions by businesses than are practiced; based on a perception of customers’ rights to consumerism. We first studied the gap between the communication of sustainability practices in the audits and websites of 31 small rural tourism businesses in the Peak District National Park (UK). The analysis showed that businesses only communicate 30% of all the sustainability actions practiced. Their websites emphasised customer benefits, using explicit, affective, experiential and active language that legitimises the customers’ hedonistic use of the landscape, while downplaying complex issues and normalising sustainability to reduce customer guilt. Just one website mentioned climate change. We found that greenhushing results from a low moral intensity, masking potentially negative consequences of perceived lower competence, whilst protecting business from more cynical consumers who may interpret their statements as hypocritical. Subsequent textual analysis and interviews were used to understand how communication constitutes these organisations. We propose that greenhushing reshapes and constitutes tourism businesses through their communications. Moreover, greenhushing is a form of public moralisation that adopts communication practices similar to greenwashing, reflecting the social norms expected from a business; however, in this case, located in a moral muteness, rather than moral hypocrisy, that businesses accept but resent.     

Climate change in Northern Sweden: intra-regional perceptions of vulnerability among winter-oriented tourism businesses

Climate change is a potential threat to society and business. Although research has noted that the tourism sector may be robust on the macro scale, significant losses at local levels have been suggested. This paper examines Upper Norrland, in Northern Sweden, by measuring the perceptions of winter-oriented tourism entrepreneurs. Their perceptions of potential threats from climate change are assessed, including how entrepreneurs view the future, in terms of climate change impacts and sustainability of the region as a winter-tourism destination. A quantitative survey of entrepreneurs (n = 63) gave responses along geographical and operator dimensions to reveal local differences within the Upper Norrland region, showing the coastland to be perceived as more exposed to change than inland areas. Venue-based businesses see climate change as a higher priority than activity-based, potentially mobile, businesses, regardless of their location. The general perception among businesses is that climate change will not drastically impact the tourism sector over the next 10 years. A basic model for mapping local differences is outlined to stimulate further study of the under-researched intra-regional nuances in climate change and tourism research. A case is made for regional planners to use this tool and to educate local businesses on adaptation techniques.     

Partnerships in International Travel and Tourism Marketing: A Systems-Oriented Approach Between Australia,New Zealand,Germany and the United Kingdom

Abstract

Little empirical research has been conducted about international partnerships between travel and tourism organisations, airlines and their intermediaries such as wholesalers and travel agents. Nevertheless, these partnerships are important because tourism is becoming more international and most destinations have to compete at a global level. Moreover, both producers and intermediaries are increasingly using information technology to increase their knowledge and relationship with customers. Thus this research set out to develop and empirically confirm a systemic model of these partnerships and four related research objectives. The methodology involved multiple case studies based on in-depth interviews with key players in Australia, New Zealand, the United Kingdom and Germany. The first outcome is a confirmation of the systemic model. In addition, the findings show the reasons for engaging in partnerships and the scope for further partnerships among the industry players. As well, the findings show that while ‘disintermediation’ may occur because of the advancement of communication technology, the linkages between travel and tourism organisations, airlines and intermediaries are still significant. Our framework can assist public and private travel and tourism organisations to mutually develop and manage marketing strategies and tactics for overseas markets.     

The 1979 US gasoline shortage and its impact on the tourism industry

Owners or managers of 373 businesses on Cape Cod, Massachusetts, were interviewed in summer 1981 to determine whether they were affected by the 1979 gasoline shortage. The results indicate that half the respondents were affected, the majority of whom were adversely affected. More tourism businesses reported being affected than non-tourism businesses. The effects manifested themselves in staff layoffs and unfilled vacancies. Nevertheless, tourism businesses on the Cape did not alter any of their marketing strategies, excluding the lowering of prices.     

Cross-Border Destination Management Systems in the Alpine Region–The Role of Knowledge Networks on the Example of AlpNet

SUMMARY

The Alps are the focus of a wide-ranging discussion. Researchers, scientists, politicians, inhabitants, and people who earn their living in the Alpine region are all confronted with difficult challenges. The main topics are the development in the fields of nature, landscape, tourism and leisure, traffic and transport, and its consequences for the Alps as a living space and economic area. About 30 years ago, a cooperation of tourism and political authorities in 11 countries, regions, provinces, and cantons of Switzerland, Germany, Italy, and Austria has been established. Due to globalization and changing traveling patterns, people have become more and more aware that a new international cooperation of the Alpine tourism regions in the field of destination management and marketing is required. This is necessary in order to react to market changes accordingly. This acknowledgment is instead of small and more or less independent and self-sufficient organizations. It also includes the collaboration concerning one of the most important resources of our time-knowledge-and the establishment of a network where it can be consciously managed.

The following paper shows the special qualities of networks, especially knowledge networks at the example of AlpNet. It consists of three parts. The first part deals with the change of Alpine tourism management and marketing, the second part discusses the necessities and challenges of a cross-border cooperation in tourism marketing with a special focus on networks and knowledge networks, and the third part presents the results of an empirical study explaining the problems and perspectives for developing knowledge networks of cross-border destination management in the Alpine region. As far as management and marketing of tourism destinations are concerned, it is shown what possibilities-yet what limits-may result in launching cross-border cooperation projects in the future. For decades cross-border cooperation was used for compensating existing competitive disadvantages on tourism markets. The example of the new project AlpNet shows how important cooperation and member-specific requirements are for tourism and other economic industries when it comes to the establishment of knowledge networks.     

Towards Using Knowledge Discovery Techniques in Database Marketing for the Tourism Industry

SUMMARY

Given the trend that international corporations are utilizing various information systems for their daily activities, information on sales transactions together with corresponding customer profile is usually available in airlines and international hotel chains. This allows segments of customers to be drawn according to selected relevant demographic variables. This is referred to as Database Marketing, a new trend in marketing that makes use of information available in a company's database. The extracted information is also useful in planning marketing strategies, launching new products/services and defining market segmentation.

As databases in large corporations nowadays are getting large, sparser, more free-formatted and more dynamic, traditional statistical techniques may not be capable of extracting the encapsulated knowledge inside the databases. A new technical stream, data mining has been developed in Computer Science to deal with the complex task of extracting and managing any potential knowledge embedded inside databases. This paper introduces the common techniques in data mining, including decision tree classifiers, regression analysis, induction programming logic, and probabilistic rules. Suggestions are offered about how these techniques can be used in order to improve the engineering behind Database Marketing, which can help to promote niche markets in tourism. By utilizing its know-how in Database Marketing, a company can sharpen its competitiveness and build entry barriers for others.     

Development of MICE Tourism in Australia

Abstract

The meetings, incentives, conventions and exhibitions (MICE) sector is one of the more rapidly growing market segments of Australian tourism. While demand for this form of tourism is increasing, there are several issues on the supply side which must be addressed. The paper identifies five key challenges relating to promoting cooperative behaviour among industry stakeholders, government support, infrastructure, training and service and marketing which must be met to maximise the scale and scope of these benefits. The paper discusses these issues in turn and assesses the implications for stakeholders in both the public and private sector. It concludes with some observations regarding the development of MICE tourism in Australia.     

The Role of Local and Regional Food in Destination Marketing

Summary

An analysis of the relevant tourism literature and the promotional material of various destinations indicate that the role of food in the marketing of destinations has until recently received very little attention globally and locally. All indications, however, are that local food holds much potential to enhance sustainability in tourism; contribute to the authenticity of the destination; strengthen the local economy; and provide for the environmentally friendly infrastructure. This paper will highlight the key findings of the preliminary study regarding the utilization of food as a key or supportive attraction by destination-marketing organizations in South Africa. Guidelines for the future development, packaging and marketing of local and regional foods will be postulated and proposals for future research will be outlined.