SHANHAI PASS, THE FIRST PASS OF THE GREAT WALL

Most tourists who are going to climb the Great Wall know that "failing to reach the Great Wall, one is not a hero. "When you have reached the top of the wall, it is not so important whether you are a hero. Looking into the distance,this wonder created by the ancient Chinese will make you proud of all of mankind. Overseas tourists to China often say that without reaching the Great Wall, he or she seems to have not visited China. Among the 35 major tourist attractions for Visit China '97, we will first introduce the Great Wall. We have invited Yang Lin, deputy mayor of Jiayuguan atthe western end of the Great Wall, and Liu Shaoquan, deputy mayor of Qin huangdao, where Shanhai Pass and the eastern end of the Great Wall are situated, to write articles about the Great Wall. Both are in charge of tourism in their respective cities.     

DOES BUSINESS ENVIRONMENT MATTER TO THE DEVELOPMENT OF A MARKET ORIENTATION?

Developing a market orientation is one of the key issues in market‐orientation research. In this study, based on a survey of top managers from 143 Chinese hotels and 72 travel services—two tourism sectors with distinctly different business environments—we explore the effects of environmental conditions on the development of market orientation. In particular we examine whether environmental conditions have a direct impact on the level of market orientation or whether they moderate the relationship between market orientation and its antecedents. We find that the effectiveness of top management emphasis varies under different environmental conditions but that the impact of other antecedents is not influenced by environmental conditions.     

Senior Travelers’ Motivations and Future Behavioral Intentions: THE CASE OF NICE

The push and pull framework was used to understand the motives of senior travelers and their future behavioral intentions to the city of Nice, France. The results, based on a convenience sample of 200 senior travelers, indicated that rest and relaxation, spend time with family, and being together as a family were the three most important motives for visiting the city. Pull attributes such as weather and climate, beaches and watersports, and beautiful scenery and attractions were the three most important pull factors. Significant correlations were found between some of the push and pull factors. Revisit intentions were predicted by the motive of escape and relaxation while recommendation intentions were predicted by the pull factor of cultural attractions and accommodation. Managerial implications for product development and marketing to the senior market are suggested.     

AN EXPLORATORY STUDY OF MULTI‐CULTURAL VIEWS ON THE DISNEY‐MCDONALD'S ALLIANCE

This article examines the effects of co‐branding on the brand equity of partner brands and the resultant co‐brand (brand alliance), taking the Disney‐McDonald's alliance as a real life example. The issue is examined from the perspectives of different geographies and cultures by surveying Western, Asia‐Pacific, and Chinese consumers. Findings indicate that co‐branding is not always a win‐win strategy for all partners regardless of how powerful each brand is separately. Results also show that respondents' attitudes toward individual brands also affect their attitudes toward the co‐brand; however, these attitudes vary from one market to another.     

TOURISTS' EVALUATIONS OF DESTINATION IMAGE,SATISFACTION, AND FUTURE BEHAVIORAL INTENTIONS—THE CASE OF MAURITIUS

Empirical studies have analyzed the relationship between destination image and other evaluative constructs such as perceived value and service quality. However, the role and influence of destination image on future behavioral intentions have been of lesser interest. Consequently, this article examines the relationship between destination image, satisfaction, and future behavioral intentions of visitors to the island of Mauritius. A theoretical model is tested on a sample of 705 international visitors using structural equations modeling. The results show that destination image has a direct and an indirect influence over future behavior. Satisfaction and overall image play a mediating role between destination image and future behavior. As a result, important theoretical and practical implications for destination image research and marketing are offered.