Evaluating the effectiveness of destination marketing organisations' websites: evidence from China

Despite the extensive use of the Internet as a marketing tool by Chinese destination marketing organisations (DMOs), few studies have been conducted to measure the effectiveness of Chinese DMOs' websites. This study attempted to fill the gap by constructing a conceptual website evaluation model consisting of five dimensions of information, communication, transaction, relationship and technical merit. The proposed framework was tested to evaluate the effectiveness of each of the dimensions of 31 Chinese Provincial Tourism Administrations' (PTAs) websites. The results indicated that overall, the PTAs in China were not using their websites effectively. Among the five dimensions, transaction and relationship dimensions were the weakest areas of Chinese PTAs' websites. Great variation exists in the website effectiveness among different provinces. Suggestions and implications were provided and discussed. Copyright © 2010 John Wiley & Sons, Ltd.     

Web‐based destination marketing systems: assessing the critical factors for management and implementation

The Web‐based destination marketing system (DMS) has been widely used as a distribution channel and marketing tool by destination marketing organisations (DMOs) at different levels in the promotion and management of tourism destinations. However, successful Web marketing requires a systematic approach in understanding key factors supporting the management and implementation of the DMS both from business and technical perspectives. The purpose of this study is to assess the critical factors of the Web‐based DMS used by DMOs in the USA on the following five areas: website function design, website promotion, Website‐performance measurement, Web‐marketing impact assessment and organisation technology environment. Discussions of the study results and implications for Internet destination marketing and management are also provided. Copyright © 2007 John Wiley & Sons, Ltd.     

The influence of a film on destination image and the desire to travel: a cross‐cultural comparison

The objective of this study was to measure the immediate impacts of a film on the perceptions of viewers from different countries. The film chosen for this experiment was the Motorcycle Diaries in which South America was featured prominently in the film. Using established scales from the tourism and marketing literature, viewers from the USA, Canada and Spain were surveyed before and after seeing the film, and results showed that the film did change the viewers' perceptions of South America. After watching the film, a large percentage of the respondents expressed a desire to visit the countries seen in the film, with Canadians showing a significantly higher desire to visit South America than the US and Spanish participants. Those who were motivated to travel by the film were especially influenced by the scenery, landscape and the cultural attractions of the destination as depicted in the movie. Copyright © 2010 John Wiley & Sons, Ltd.     

Testing the impact of a promotional video on destination image change: application of China as a tourism destination

This study empirically examines the potential effects of a promotional video on the image change of China as a travel destination. The analysis is based on an experimental study conducted among young, international short‐term employees in the USA. Despite positive changes in almost all the destination attributes as a result of watching the promotional video, the structure of the image constructs remains fairly stable, providing critical insights on the potential role of publicity campaigns in affecting destination images. Results of the study reveal that China's image consists of mixed and often contrasting representations, especially the polarity of modernisation and progress versus nature and history. It was found that the dominant factor affecting the respondents' behavioural intentions was the cultural and nature tourism dimension. Although other image dimensions exhibit influence as well, findings of this study suggest that perceived value should be a strategic focus in promoting China as a desirable travel destination, in addition to culture and nature tourism. This paper ends with conclusions and implications for both research on destination image and destination marketing in China. Copyright © 2009 John Wiley & Sons, Ltd.     

The content of Third World tourism marketing: a 4A approach

Tourism to the Third World continues to grow and, correspondingly, the promotion of these regions is increasingly popular and important. Although some concerns have been voiced about the images contained in Third World tourism marketing, there has been no extensive examination of its content to date. Accordingly, in this study, the verbal and visual components of 115 brochures for 12 Third World countries are analysed. To facilitate a detailed content analysis of these brochures, a ‘4A’ approach is introduced, focusing on attractions (natural and man‐made), actors (hosts and tourists), actions and atmosphere. This comprehensive inventory reveals that Third World countries are clustered into three groups, namely Oriental, sea–sand and frontier. It is shown that by emphasising and stereotyping certain attractions, actors, actions and atmospheres, certain overarching tourism myths are created around Third World destinations. Copyright © 2002 John Wiley & Sons, Ltd.     

The impact of social capital on tourism technology adoption for destination marketing

The purpose of the present study is to examine the impact of social capital on destination marketing organisations' (DMOs) technology adoption, especially Web 2.0. In other words, among the variety of factors that might influence individuals' or organisations' technology adoption, this study suggests that the concept of social capital is an additional important factor that might influence DMOs' technology adoption. Social networks (size of network, tie strength, and bridging and bonding ties), trust, norms, and associational activity were chosen as the components of social capital. The results revealed that, with the exception of trust and tie strength, most components of social capital exerted significant effects on DMOs' levels of technology adoption.     

The impact of destination attributes on Muslim tourist's choice

The success of marketing destinations for Muslim tourists could be guided by observing Islamic teachings in tourism activities. This study is a trial to explore which Islamic attributes of destinations could be used a base for tailoring Halal tourist packages. Qualitative data were collected by conducting two focus group discussions and fifty three interviews in Malaysia. Two major aspects are identified which may attract Muslim tourists. Some suggestions are also presented to satisfy Muslim tourists. Copyright © 2010 John Wiley & Sons, Ltd.     

Film tourism: celebrity involvement,celebrity worship and destination image

Film tourism is a growing phenomenon worldwide. Previous studies have attempted to examine the relationship between celebrity involvement and destination image in film tourism, though the mechanism underlying this relationship remains a black box. The purpose of this research is to examine the relationship between celebrity involvement and destination image, and to clarify the role of celebrity worship for film tourists. A quantitative method is adopted to examine the hypotheses, and by applying multiple regression analysis. Questionnaire data from 390 Taiwanese purposeful film tourists indicate that celebrity involvement is positively related to destination image. Furthermore, celebrity worship mediates the relationship between celebrity involvement and destination image. The findings contribute to understanding this specific type of film tourist, and especially the role of celebrity in their image, motivations and decision. Research implications suggest that celebrity and film can be an effective promotional tool to induce these specific film tourists.     

The integration of film‐induced tourism and destination branding in Yorkshire,UK

This paper identifies the integration of film induced tourism and destination branding on destinations featured in television series' such as Yorkshire, which is the film location for many popular English television series'. The review of the existing literature identified a gap in previous investigations and in response, a tourist survey and strategic conversations with the key stakeholders were an initial attempt to fill this gap. The issues which arose from these and the literature review highlighted some implications for the future development of these destinations, namely the use of destination branding in the promotion of a film location. Copyright © 2008 John Wiley & Sons, Ltd.     

Properties of first-time vs. repeat visitors: lessons for marketing Norwegian ski resorts

This paper explores the potential in foreign markets for winter tourism in Norway and discusses the influencing factors explaining why foreign tourists visit and revisit Norway on ski vacations. In a decreasing market, it becomes increasingly important to destination managers and marketers to choose the right marketing strategies and direction. We focus on characteristics that influence and explain why foreign tourists choose to return. More than 3000 respondents from Sweden, Denmark, and Germany were asked for their image of Norwegian ski destinations and criteria for winter vacation selection. We fitted mainly hurdle and quantile regressions to gain consistent and less biased estimates. Stable snow conditions, combining alpine and cross-country skiing, and no fees for the latter are some of Norway's competitive but seldom marketed advantages, and especially towards repeat visitors. Repeaters typically prefer self-catering accommodation and are less price sensitive. Surprisingly, foreign ski tourists are not very interested in other snow-based activities or cultural attractions. Despite repeaters constituting the majority of foreign ski tourists, neither the national development and marketing agency (Innovation Norway) nor local tourist organizations and marketers have a strategy for targeting them. We recommend a shift from profile marketing towards segmented marketing, aimed especially at the repeat-visitor segment.     

Film-induced tourist motivations. The case of Seville (Spain)

Tourists' attraction to filmed sites has increased destination marketing organisations (DMOs) interest in film-induced tourism. Seville, Spain, has been the setting of many national and international film productions. Film tourism research has focused on impacts, travel preferences and destination choice, but there is a lack of research on motivations of film tourism. As a consequence, DMO actions in film tourism are often developed ad hoc, in an unplanned and opportunistic way without understanding the phenomenon. This research tries to fill this gap by focusing on film tourism in Seville in order to identify film tourists' motivations. Results identify film tourism activity and find five motivations of the film-induced tourist in Seville: film site experiences, fantasy, novelty, touring the film and personal film-location connection. Results show films add something valuable to destination experience (as a secondary or tertiary attraction). Destination managers should consider novelty factor as an element to enhance tourist experience, especially for non-European ones as well as for female tourists and tourist above 25 years, to motivate a slightly positive site experience.     

Collaborative marketing for the sustainable development of community-based tourism enterprises: a reconciliation of diverse perspectives

ABSTRACT

Collaborative marketing for the sustainable development of community-based tourism enterprises (CBTEs) is subject to diverse stakeholder perspectives and a complex mix of factors determining collaboration success. This research investigates a framework supporting stakeholder collaborations in marketing CBTEs for sustainable development. The proposed framework is an outcome of the process of reconciling divergent perspectives in CBTE collaborative marketing using a knowledge co-production approach. Particularly, knowledge interactions between researchers and research participants to achieve a synthesis of perspectives in developing a collaborative marketing approach for the sustainable development of CBTEs in Vietnam were investigated. The knowledge interaction occurred in the form of a workshop that included 15 CBTE stakeholders and the first author and was undertaken in the village of Triem Tay (Vietnam). Through the workshop, a collaborative marketing framework for CBTE sustainability was identified. The framework stated the reasons for the divergence of perspectives on CBTE collaborative marketing for sustainable development: limited understanding of involved stakeholders; individuality in collective efforts; stakeholder self-righteousness; and contextual factors. Accordingly, the framework identified four attributes supporting stakeholders collaborations in marketing CBTEs for sustainable development: improved and right-directed perspectives of CBTE stakeholders; a set of rules governing stakeholder interventions; government involvement in CBTE collaborative marketing in the roles of an inspirer and an arbitrator; and the transformation from successful tour operators to social entrepreneurship to facilitate CBTE collaborative marketing. The contribution of this study lies in the potential of a knowledge co-production approach to be utilised in collaborative works involving multiple perspectives. Additionally, the study provides insights into the discussion of community-based tourism collaboration.     

Location-based services and tourism: possible implications for destination

Location-based services (LBS) are applications that concern all services linked to geographical location. This concept is based on the localisation of people, services, amenities and all attractions linked to a tourism destination. With the development of mobile communication, LBS have become a new means of communication and promotion. This recent development is not still wholly expressed and may be a new means to promote and live the tourism experience, either before or during the experience itself. In tourism, LBS can help in finding new way to promote all tourism services. Moreover, LBS also lead the concept of augmented reality, which is the overlapping of information levels. However, LBS may also be used as substitute good of tourism and, therefore, LBS may even be considered as a threat for the tourism industry. The whole tourism experience may be enhanced or obstacle by LBS. This paper investigates first of all what LBS are and how they can affect business in general (and tourism destination in particular). Second, we would like to investigate how LBS may be useful for all tourism services, particularly in promoting and suggesting any kind of local services. Finally some conclusions are drawn.     

Destination marketing,accommodation taxes,and mandated tourism promotional expenditures: may be time to reconsider

Convention and Visitors Bureaus (CVBs) play an important role in the destination marketing matrix. As a rule, most of the funds that support the marketing efforts of these organisations come from a pool of state legislated accommodation tax funds that have been collected from visitors to the destination. This paper questions the mandated use of these tax revenues for destination marketing, noting that for many communities such expenditures may fail to represent their best usage.     

Risks and marketing in online transactions: a qualitative comparative analysis

The article focuses on the perspectives of holidaymakers who have used internet to book a part or the whole spectrum of their holidays' accommodation. Using qualitative comparative analysis (QCA), the research examines the complex relations between product and web-vendor risks, and marketing activities on consumer trust, also employing predictive validity. It examines the perspectives of 735 holidaymakers returning to Manchester International Airport, through the use of structured questionnaires. The findings reveal three sufficient configurations dealing with the focus on the impact of price and quality relationships, the influence of product and web-vendor risks on consumer trust, and the importance of marketing for the minimization of perceived risks in online tourism shopping. Theoretically, the study contributes on the understanding of online decisions’ complexity, and explores the attributes that affect accommodation e-purchasing and associated linkages. Methodologically, it implements QCA, which is new in tourism and hospitality domain. It also progresses from fit to predictive validity, an analysis that only a handful of studies has implemented in the service industry.     

Price,people, location,culture and reputation: determinants of Malaysia as study destination by international hospitality and tourism undergraduates

This study aims to examine why international hospitality and tourism (H&T) undergraduates (IHTUs) travel to Malaysia for higher education and what factors influence their choices. In-depth interviews were conducted with IHTUs studying in six different private higher education institutions. Thematic analysis found five noble factors: price, people, location, culture and reputation. Our findings can assist Malaysian private institutions in better meeting IHTUs’ expectations and reinforcing their loyalty to the institution. Our results can also be useful to improve the quality of the H&T educational systems in Malaysia and simultaneously facilitate the country’s greater aim of becoming a knowledge-based economy and retaining sufficient skilled labor for the H&T industry. Moreover, the results of this study can be effectively used when inventing strategies for the development of international education tourism in Malaysia.     

The effect of a destination branding strategy for rural tourism on the perceived value of the conservation of the indigenous resources of the rural tourism destination: the case of Spain

The identification of mechanisms that encourage the tourism sector to contribute to sustainable conservation is of great interest. The present work proposes the use of destination branding based on contribution to the conservation of the indigenous resources of the rural tourist destination, and studies the effect this has on perceived value for the tourist visiting the destination. A scale of destination brand identity is validated, along with a scale for destination brand positioning and another for perceived value, as viewed by the tourist, of contribution to sustainable conservation. The perceived value scale offers an overall perspective which includes: functional-affective factors; benefits–sacrifices; the pre-visit stage; and the stay in the rural tourism location. These findings make a new contribution to both literature and to the professional sector.     

Determinants of attractiveness for a seniors-friendly destination: a hierarchical approach

This study explored the factors that determine the tourism attractiveness of a seniors-friendly destination drawing upon an expert panel. A list of 20 destination-specific attributes was generated through a literature review and was then classified, using the ‘4 As’ of tourism destination management practice: Attractions, Access, Amenities, and Ancillary Services. The results identified the essential components of a seniors-friendly tourism destination as barrier-free public transportation facilities, barrier-free accommodation facilities, variety of seniors-only accommodation options, barrier-free facilities along customized travel routes, and variety of public transport options. While accessibility and amenities constitute important and/or essential experiential components in a seniors-friendly destination, complementary services and tourism resources also contribute to tourism attractiveness. It is concluded that the ability of a destination to accommodate the special needs of senior travellers could be further enhanced by extending the availability and variety of both lodging- and transport-related barrier-free facilities and services. From a scholarly perspective, the study reinforces the need to address the desire amongst seniors in general for a sense of freedom and mobility, and the reality that a substantial subgroup have needs that merit special provision.     

The role of destination personality in predicting tourist behaviour: implications for branding mid-sized urban destinations

The purpose of this study was to explore urban tourists' perceptions of the personality of a mid-sized city destination in Greece and to assess the effect of destination personality on the city's overall image and tourists' behavioural intentions. Experience with the destination was taken into account as the sample consisted of three distinct groups of urban tourists: local residents, past visitors of the city and non-visitors. Through a mixed-methods approach, excitement and sincerity were found to be the predominant personality characteristics of the destination across all respondents. Further analyses offered support for the significant role of personality in influencing overall destination image and predicting tourists' intention to (re)visit the city or recommend it to others. Differences among the three groups as well as implications of the findings for branding small or mid-sized urban destinations are also discussed.