Examining Antecedents and Consequences of Brand Personality in the Upper-Upscale Business Hotel Segment

ABSTRACT

Relying on Aaker's (1996 Aaker, D. A. 1996. Building strong brands, New York: Free Press.  [Google Scholar]) dimensions of brand personality, this study investigated the relationships between brand personality and its antecedents and consequences in the upper-upscale business hotel segment. Two dimensions of brand personality––competence and sophistication––were confirmed. User imagery was found to be the strongest predictor of brand personality, while trust had the significant mediating effect on the relationship between brand personality and loyalty. The theoretical and practical implications of this study's findings are included to assist both academicians and practitioners in the lodging industry in enriching their understanding of customers' perceptions of and attitudes toward hotel brand.     

Satisfying and Delighting the Rural Tourists

ABSTRACT

This study applies the concept of customer delight and the model proposed by Oliver, Rust, and Varki (1997 Oliver, R. L., Rust, R. T. and Varki, S. 1997. Customer delight: Foundations, findings and managerial insight. Journal of Retailing, 73(3): 311–336. [Crossref], [Web of Science ®] , [Google Scholar]) and modified by Finn (2005 Finn, A. 2005. Reassessing the foundations of customer delight. Journal of Service Research, 8(2): 103–116. [Crossref], [Web of Science ®] , [Google Scholar]) to the context of rural tourism. The model is applied to rural tourism lodgings in northern Portugal and validated using PLS technique. The results suggest that satisfaction is a more significant determinant of loyalty than delight and disconfirmation is an important predictor of both satisfaction and delight. This study further supports the conceptualization of customer delight and customer satisfaction as distinct constructs. Results may help managers of rural tourism accommodations to develop and implement more successful relationship marketing strategies.     

World Heritage Sites: The Purposes and Politics of Destination Branding

ABSTRACT

Stakeholder management and politics have been described as key component of destination branding (Balakrishnan, 2009 Balakrishnan, M. S. 2009. Strategic branding of destinations: A framework. European Journal of Marketing, 43(5–6): 611–629. [Crossref], [Web of Science ®] , [Google Scholar]). This article investigates the impact of political influences on destination branding by examining a sample of 94 United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Sites (WHS) in 54 countries to determine whether democracy and political instability have a significant influence on the decisions of national tourism offices (NTOs) to promote their WHS as tourist destinations. It also examines the relative importance of political instability and democracy on the promotion of WHS by NTOs in comparison to other influences such as stewardship, economic development, and tourism. One of the key contributions of this article is that it applies a multivariate analysis to a field dominated by case study methodologies and suggests the potential complementarities between the two approaches. Democracy, it is hypothesized, facilitates the give and take inherent in reaching a common consensus among stakeholders on the nature and special meaning of a destination. It increases a society or country's civic capacity for collective action. Political instability, by contrast, is assumed to complicate the building of a consensus that enables nations to invest in and promote their heritage sites. The findings of this study suggest that the degree of democracy in a society has a significant role in encouraging the promotion of WHS as destinations. Political instability, by contrast, does not appear to have a significant impact in that regard. Democracy also appears to have a greater influence on the promotion of WHS by NTOs than influences such as economic development, quality of stewardship, and tourism.     

Tourism Destination Image and Motivations: The Spanish Perspective of Mexico

ABSTRACT

The notion that a tourist has about a certain destination is conditioned by his vision of it, and this behavior is the result of his perceptions (Baloglu &; McCleary, 1999 Baloglu, S. and McCleary, K. W. 1999. A model of destination image formation. Annals of Tourism Research, 26(4): 868–897. [Crossref], [Web of Science ®] , [Google Scholar]; Goodrich, 1978 Goodrich, J. N. 1978. The relationship between preferences for and perceptions of vacation destinations: Application of a choice model. Journal of Travel Research, 17(2): 8–13. [Crossref] , [Google Scholar]). The outcome of this information assessment process is currently known as destination image (Milman &; Pizam, 1995 Milman, A. and Pizam, A. 1995. The role of awareness and familiarity with a destination: The central Florida case. Journal of Travel Research, 33(3): 21–27. [Crossref] , [Google Scholar]). Based on the model of Baloglu and McCleary (1999 Baloglu, S. and McCleary, K. W. 1999. A model of destination image formation. Annals of Tourism Research, 26(4): 868–897. [Crossref], [Web of Science ®] , [Google Scholar]) we propose a model which explains the process of destination image formation. For testing this model, we have gathered information from residents in Spain, with Mexico as a destination. For this task, a covariance analysis was estimated by maximum likelihood with EQS.     

Knowledge Dissemination in Tourism Education: A Case of Tourism Marketing

ABSTRACT

Knowledge dissemination among tourism stakeholders is vital to the overall development of tourism. Yet, this topic has been underinvestigated in past tourism literature. Taking the courses on tourism marketing as an example, this study examined what and how knowledge is being disseminated in the classroom. Based on the Sender-Message-Channel-Receiver (SMCR) model (Shannon, 1948 Shannon, C. E. 1948. A mathematical theory of communication. Bell System Technical Journal, 27(379–423): 623–656. [Crossref] , [Google Scholar]), the current study analyzed 43 tourism marketing syllabi to identify the senders and receivers of knowledge, knowledge being conveyed in the classroom, channels of communication between educators and students, and feedback of communication received from students. It is suggested that the study may help tourism scholars gain state-of-the-art knowledge of the content and formats of tourism marketing courses and facilitate knowledge dissemination in the tourism domain.     

The Impact of Diversity Seeking and Volunteer Orientation on Desire for Alternative Spring Break Programs

ABSTRACT

In this study of volunteer tourism, the values affecting participants' perceptions of and attitudes toward an alternative spring break program are compared to the values affecting their perceptions of and attitudes toward their previous and ideal spring breaks. Results show that the values of fun and rewarding are associated with different preferences that are affected by participants'levels of the individual difference factors Volunteer Orientation (Mowen &; Sujan, 2005 Mowen, J. C. and Sujan, H. 2005. Volunteer behavior: A hierarchical model approach for investigating its trait and functional motive antecedents. Journal of Consumer Psychology, 15(2): 170–182. [Crossref], [Web of Science ®] , [Google Scholar]) and Diversity Seeking (Brumbaugh &; Grier, 2009 Brumbaugh, A. M. and Grier, S. A. 2009. Diversity seeking: Scale development and validation [Working paper], Charleston, SC: College of Charleston.  [Google Scholar]). Results suggest that these individual difference factors are fruitful variables for segmentation in the volunteer tourism industry. Implications for marketing programs are discussed.     

Transcending Emotional Community: A Qualitative Examination of Older Adults and Masters' Sports Participation

This qualitative study examined meanings of community as they developed among older adults who participate in Master's sports. Four themes emerged through data analysis that described what a sense of community meant to study participants: a shared sporting interest, comrades in continued activity, relevant life purpose, and giving back. These themes each lend general support to the four elements that constitute McMillan and Chavis' (1986) McMillan, D. W. and Chavis, D. M. 1986. Sense of community: A definition and theory. Journal of Community Psychology, 14: 6–23. [Crossref], [Web of Science ®] , [Google Scholar] sense of community construct. The findings of this study counter the claims that leisure-related experiences of community are largely episodic, emotional and fleeting, and do little to provide sustained experiences of community. This paper concludes with recommendations for further research.     

The Effects of the Image Differentiated Positioning Strategy on Airlines Consumer Behavior: An Application of the Schema Theory

ABSTRACT

The purpose of this study is to establish and test a model of the image differentiation positioning strategy in the airline industry. This study is based on the schema, which is defined as “a stored framework of cognitive knowledge that represents information about a topic, a concept, or a particular stimulus, including its attributes and the relations among the attributes” (Aggarwal &; McGill, 2007 Aggarwal, P. and McGill, A. L. 2007. Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products. Journal of Consumer Research, 34: 468–479. [Crossref], [Web of Science ®] , [Google Scholar], p. 470). The objectives of the study are: (a) to compare the differences between two models (schema plus tag model and subtyping model) of the schematic process; (b) to identify the relationship between the image differentiated positioning strategy and the schematic process; and (c) to assess how the schematic process influences future consumer behavior (attitude and purchasing behavior). Results showed that the airline's image differentiated positioning strategy had a positive effect on future consumer behavior through the schema.     

Resource Investments and Loyalty to Recreational Sport Tourism Event

ABSTRACT

Sport tourism events have a marketing possibility in the Japanese tourism industry. The ultramarathon is a very popular recreational sport event in the world. This type of sport tourism event has shared with completive and enjoyment factors in relation to participant's motivation. Loyalty is a very important factor with attendance to recreational sport events. Generally, as many researchers indicated, that participants' loyalty will lead to repeat attendance or purchase. However, there is no consensus as to how loyalty develops. In the files of recreational sport tourism event research, the process leading to participants' loyalty with a specific event is not evident.

The purpose of this article is to test a conceptual framework of the development of loyalty (Morais et al., 2004 Morais, D. B., Dorsch, M. J. and Backman, S. J. 2004. Can tourism providers buy their customers' loyalty? Examining the influence of customer-provider investments on loyalty. Journal of Travel Research, 42(3): 235–243. [Crossref] , [Google Scholar]) that is grounded in resource theory. According to the proposed model, when participants and organizers invest specific profiles of resources in each other, the participants tend to develop a bond with the customer and become dedicated to maintaining a stable relationship. The model is used to discuss the mixed results of current loyalty from recreational sport event tourists to organizers and to outline future research efforts.     

Comparing Constraints to Cruising Between Cruisers and Non-Cruisers: A Test of the Constraint-Effects-Mitigation Model

ABSTRACT

This study empirically tested the constraint-effects-mitigation model (Hubbard &; Mannell, 2001 Hubbard, J. and Mannell, R. C. 2001. Testing competing models of the leisure constraint negotiation process in a corporate employee recreation setting. Leisure Sciences, 23: 145–163. [Taylor &; Francis Online], [Web of Science ®] , [Google Scholar]) across cruiser and non-cruiser groups to understand constraints to cruising. Both qualitative and quantitative methods were utilized to develop appropriate measurement scales and to test the constraint model. The model was found to have an acceptable fit to the data, which provided evidence for validating the constraint-effects-mitigation model. While the factor structure of the constraint-effects-mitigation model was found to be similar, the mean values of all measurement items and factors and some regression paths were found to be different across the two groups. More specifically, cruisers had fewer constraints to cruising, higher travel motivations and intention, and were more likely to negotiate their constraints to travel. Based on the study results, both theoretical and practical implications were recommended. It is suggested that further investigation is needed to validate the model in other study contexts.     

Investigating the Sustainability of Cruise Tourism: A Case Study of Key West

This qualitative research examines cruise ship tourism through a case study of Key West, Florida, exploring its perceived benefits and drawbacks. It outlines the growth of the industry, the issues raised by that growth, and uses the land-use tourism model developed by Vera Rebollo and Ivars Baidal (2003) Vera Rebollo, J. F. and Ivars Baidal, J. A. 2003. Measuring sustainability in a mass tourist destination: Pressures, perceptions and policy responses in Torrevieja, Spain. Journal of Sustainable Tourism, 11: 181–203. [Taylor & Francis Online] , [Google Scholar] to probe those issues. The results illustrate how mature cruise tourism destinations such as Key West fear continued growth and loss of sustainability, but have mixed emotions about future quantitative and qualitative growth.     

Culture as a Variable in the Study of Leisure

Leisure researchers increasingly have invoked culture, either implicitly or explicitly, with the claim that it accounts for differences either in leisure behavior or in attitudes, motivations, or other feelings about leisure among putatively different cultural groups. Unfortunately, they have generally been unclear on what they mean by the term “culture.” Instead, they have relied on either presumably universally understood folk definitions or on proxy measures such as nationality, language, ethnicity or race to distinguish among “cultures” and, thereby, to understand how culture allegedly affects leisure.

Unfortunately, serious problems exist with this practice. The concepts of race and ethnicity, for example, are so heavily imbued with political meanings that their worth as scientific constructs is dubious at best (Brubaker, 2004 Brubaker, R. 2004. Ethnicity without groups, Cambridge, MA: Harvard University Press. [Crossref] , [Google Scholar]; Chick et al., 2007 Chick, G., Li, C. L., Zinn, H. C., Absher, J. D. and Graefe, A. R. 2007. Ethnicity as a construct in leisure research: A rejoinder to Gobster. Journal of Leisure Research., 39: 554–556. [Taylor &; Francis Online], [Web of Science ®] , [Google Scholar]). Moreover, whether they genuinely reflect cultural differences is an empirical issue, not one to be simply assumed. Finally, comparing leisure behavior between two or more allegedly culturally different groups is by itself not evidence that any observed variations are due to culture and not something else. Hence, I have two purposes in this research reflection. First, I urge leisure researchers to determine and then report if they are intentionally using culture as an explanatory variable in their studies and, if so, to define it. Second, I recommend a type of definition because recent advances theory and methods make the culture concept useful as an independent explanatory variable.     

Harvesting the “Business Test Trip”: Converting Business Travelers to Holidaymakers

A destination has no chance of being chosen unless it is part of a tourist's early consideration set (Crompton & Ankomah, 1993 Crompton, J. and Ankomah, P. 1993. Choice set propositions in destination decisions. Annals of Tourism Research, 20(3): 461–476. [Crossref], [Web of Science ®] , [Google Scholar]), implying the tourist's awareness of the destination. Raising awareness for a destination is challenging, especially in times of global competition. We investigate a common, yet empirically untested, assumption that business travelers can be converted to holidaymakers at the same destination at a future point in time. Empirical results indicate that business travelers do use business trips to a new destination to assess the potential for future leisure travel. Marketing strategies which destinations could deploy to entice business travelers back as holidaymakers are discussed.     

Service Failure and Recovery in a Strategic Airline Alliance Context: Interplay of Locus of Service Failure and Social Identity

ABSTRACT

There has been a dramatic increase in the past decade in the number of strategic alliances and business networks. Yet, despite these trends in the business environment, the individual firm-customer dyad has remained the contextual focus of most services marketing research (Gittell, 2002 Gittell, J. H. 2002. Relationships between service providers and their impact on customers. Journal of Service Research, 4(4): 299–311. [Crossref] , [Google Scholar]). Using a scenario study, this research investigates the effects of service failures in a strategic airline alliance setting, with a particular focus on locus of service failure and strength of social identification, on three alliance entities—a consumer's home carrier, the alliance partner airline, and the alliance. Study findings suggest that consumers' evaluations are more stable (less extreme) when the home carrier causes the service failure. In contrast, when a lesser known entity (partner airline) causes the service failure, consumers are more willing to rate that entity harshly. Furthermore, compared to weak identifiers, strong identifiers were not only more positive in their evaluation of the home carrier but also in their evaluation of the alliance, pointing to a halo effect, whereby positive evaluations of the home carrier are transferred to the alliance. Implications of study results are discussed and directions for future research provided.     

An Empirical Study of Corporate Entrepreneurship in Hospitality Companies

This study tests the model of the relationship between corporate entrepreneurship and strategic management, developed for the manufacturing industry by Barringer and Bluedorn (1999 Barringer, B. R. and Bluedorn, A. C. 1999. The relationship between corporate entrepreneurship and strategic management. Strategic Management Journal, 20: 421–444. [Crossref], [Web of Science ®] , [Google Scholar]), in the hospitality industry. The findings show some similar and different results from the research of Barringer and Bluedorn (1999 Barringer, B. R. and Bluedorn, A. C. 1999. The relationship between corporate entrepreneurship and strategic management. Strategic Management Journal, 20: 421–444. [Crossref], [Web of Science ®] , [Google Scholar]). Like manufacturing companies, hospitality companies perceive that corporate entrepreneurship is influenced by four strategic planning practices: environmental scanning intensity, planning flexibility, planning horizon, and locus of planning. Hospitality companies, however, consider that financial controls, not strategic controls, positively influence corporate entrepreneurship intensity. These findings have practical applications for hospitality corporations that are attempting to become more entrepreneurial, and will also help researchers to better understand the relationship of corporate entrepreneurship and strategic planning.     

Truth is marching on: the Lasershow Spectacular at the Stone Mountain Park Confederate Memorial and the changing narratives of history

The overarching goal of this paper is to examine the changing historical narratives of the Stone Mountain Park Confederate Memorial as seen through the Lasershow Spectacular, and how this performance speaks to broader issues of race, identity, geography, and memory. The implications of this discourse are especially significant for the identity construction of marginalized collectives. I begin with a brief theoretical explanation of history and cultural memory as socially constructed, including the significance of who gets to create it, its relationship with identity, and the connection between history and cultural memory and popular/consumer culture. Next, I discuss the current state of heritage tourism and how it relates to issues of racial (in)justice. Finally, I turn to Stone Mountain and the Lasershow Spectacular as a case study to examine the social construction of history and cultural memory at a tourist attraction, specifically discussing how the African-American experience is addressed (or not addressed) in Southern heritage tourism. This paper seeks to answer the call in a recent special issue of Tourism Geographies for more work that addresses African-American tourism and the inclusion/exclusion of African-Americans from tourist sites (Alderman, 2013 Alderman, D. H. (2013). Introduction to the special issue: African Americans and tourism. Tourism Geographies, 15(3), 375–379. doi: 10.1080/14616688.2012.762544[Taylor & Francis Online], [Web of Science ®] , [Google Scholar]).     

Visitor perceptions of the role of tour guides in natural areas

This paper explores the potential of tour guides to contribute to the protection of natural areas by educating their customers through interpretation and modeling environmentally appropriate behaviors. Applying Cohen's (1985) model of the guides' role, modified by Weiler and Davis (1993) Weiler, B. and Davis, D. 1993. An exploratory investigation into the roles of the nature-based tour leader. Tourism Management, 14(2): 91–98. [Crossref] , [Google Scholar], as a framework, it examines the potential role that kayak tour guides can play in shaping the experience of visitors to one marine area, the Pacific Rim National Park. It uses two approaches to explore the perceptions of clients about the role of kayak guides using: (1) a pre- and post-trip questionnaire and (2) participant observation. Results indicate that five of the six roles were rated high in importance, but one role, the communication role, was not as important. Comparing performance with importance attached to each role revealed congruence with five roles, but lower levels of performance in relation to importance with the role of “motivator of responsible behavior”. Variability within all of the importance and performance measures suggest that for some individuals, performance did not match importance, highlighting the need to consider market segmentation in future studies. These findings are discussed within the ecotourism paradigm, and their implications for protected area management and for visitor behavior modification are considered.     

Fostering environmental behaviors through observational learning

Abstract

This study applied and operationalized Bandura’s (1977 Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191. doi: 10.1037/0033-295X.84.2.191[Crossref], [PubMed], [Web of Science ®] , [Google Scholar], 1986 Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall. [Google Scholar]) four-step observational learning process (i.e., attention, retention, production, and motivation) to investigate how tour-guides, peer ecotourists, and local community members influenced a convenience sample of South Korean ecotourists’ environmentally responsible behavioral (ERB) intentions. Questionnaires were administered immediately after an ecotourism experience (n?=?207). Path analysis results largely supported a hypothesized Ecotourist Observational Learning Model and predicted ecotourists’ ERB intentions moderately well. Production (i.e., opportunities to engage in modeled ERBs) and motivation (i.e., positive reinforcement for engaging in these ERBs) predicted participants’ ERB intentions. Production was predicted by retention (i.e., observation of tour-guides and peer ecotourists’ modeled ERBs), which was, in turn, predicted by attention (i.e., physical, verbal and cognitive engagement). The findings indicate that Bandura’s (1986 Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall. [Google Scholar]) four-step observational learning process helps explain how ecotourists develop ERB intentions. The implications of the study indicate that tour-guides should model ERBs for participants, encourage participants to model ERBs for each other, provide opportunities for participants to engage in ERBs, and provide them with positive feedback for doing so. Others who seek to understand the processes underlying ecotourists’ ERBs during and after their experiences are encouraged to further test and build on the Ecotourist Observational Learning Model.     

Tourism and Waste Management: A Review of Implementation of “Zero Waste” at Kovalam

According to the latest concepts, waste is a visible face of inefficiency in terms of material utilization. Waste handling is a major concern, especially since improper waste treatment causes increased environmental deterioration. The last few decades have seen the emergence of new measures to handle waste effectively, but most of them are not flawless. “Zero waste”, an innovation of the 1990s in waste handling, emphasizes planning for the elimination of waste rather than managing waste (Sheehan, 2000, cited in Connett & Connett, 2000 Connett, P. and Connett, E. 2000. Zero waste: a new vision for the 21st century. Waste Not, #463, Retrieved 25 January 2007 from http://www.grrn.org/zerowaste/articles/21st_cent_vision_zw.html [Google Scholar], Waste Not, #463, http://www.grrn.org/zerowaste/articles/21st_cent_vision_zw.html, section 3). The growth of tourism as one of the largest industries in the world calls for effective waste management measures. Kovalam, an international beach destination situated in the southwestern corner of India, has been experiencing intensive tourism activities since the 1960s. Zero waste was introduced experimentally by “Thanal”, a voluntary organization based at Thriruvanthapuram at the beginning of this century at Kovalam, to ameliorate the burgeoning problem of waste in this destination. In this paper, an attempt has been made to introduce the concept of “zero waste” and to review its implementation at Kovalam.     

A Predictive Model of Chronic Time Pressure in the Australian Population: Implications for Leisure Research

Time pressure is a perception of being rushed or pressed for time. In its most extreme form, time pressure has implications for leisure, health and wellbeing. Although previous findings from the Australian Bureau of Statistics (ABS) show that time pressure affects large numbers of Australians (ABS, 1998 Australian Bureau of Statistics. 1998. How Australians use their time, Canberra: Australian Bureau of Statistics. Catalogue No. 4153.0 [Google Scholar]; Bittman, 1998 Bittman, M. 1998. The land of the lost long weekend: Trends in free time among working age Australians. SPRC Discussion Paper, 83 [Google Scholar]), no research has addressed chronic time pressure (ie. always feeling time pressured). This study aims to use selected demographic variables to develop a model to predict chronic time pressure in the Australian population. The implications of chronic time pressure for leisure research are also discussed.