Exploring the Implications of Virtual Reality Technology in Tourism Marketing: An Integrated Research Framework

The proliferation of the Internet and other technological innovations has transformed the structure of the tourism industry as well as affected how tourism destinations are perceived and consumed. The 3D virtual world provides opportunities for destination marketing organizations to communicate with targeted markets by offering a rich environment for potential visitors to explore tourism destinations. However, as of yet, there is little understanding about how to effectively market tourism destinations to virtual world participants who are technology users as well as potential consumers. The purpose of the present study is to develop a research framework that integrates the technology acceptance model (TAM) and self‐determination theory to understand how tourists use a 3D virtual world. Primary data were obtained for this study through self‐administered Web questionnaires. The data were conducted in a laboratory setting with 186 participants. This study contributes to the empirical TAM literature by applying the model to a 3D virtual tourism site. Additionally, this study provides a research framework to capture the entertainment nature of a 3D virtual world by extending the TAM to incorporate psychological elements of self‐determination theory to understand consumer experience. From the perspective of tourism professionals, this study contributes to an understanding of how best to construct informative and interactive tourist destinations in 3D virtual worlds to attract potential online and real‐world tourists. Copyright © 2015 John Wiley & Sons, Ltd.     

Tourists' perceptions of heritage tourism development in Danish‐Osu,Ghana

This paper examines the tourist perceptions at Danish, Osu‐Ghana within the dark tourism or slavery heritage contexts. Using Cohen's (1979) typology of tourist experience, we differentiate between tourist knowledge of a heritage site relative to socio‐demographic indices. The results indicate that tourists' perception of Danish‐Osu reflect their knowledge of the site in relation to its cultural heritage attributes. In addition, it was found that tourists have dual experiences of the site: those that relate to recreational pursuits of heritage sites and those that ascribe meanings based on their background. The contemporary nature and use of Transatlantic Slave Trade relics for tourism development makes the case of the Danish‐Osu more delicate considering the ethical implications of interpreting the community's past to tourists as the borderlines are unclear. Copyright © 2010 John Wiley & Sons, Ltd.     

Profitability measurement of UK theme parks: an aggregate approach

Traditionally, financial ratios were used for profitability measurement. This research attempts to apply data envelopment analysis (DEA) to aggregate various financial ratios into a composite profitability index. The research sample includes 13 parks managed by 10 leading theme park operators in the UK. The result first reveals that multi‐site operators are significantly more profitable than their single‐site rivals. Furthermore, the consistency between DEA and ratio analysis indicates that DEA can be used as a good proxy of ratio analysis. It is hoped that this approach can provide new insights about financial measurement not available to managers through ratio analysis. Copyright © 2008 John Wiley & Sons, Ltd.     

Impacts and risks associated with developing,but unsupervised,stingray tourism at Hamelin Bay,Western Australia

Interacting with stingrays at Hamelin Bay, in the south‐west of Western Australia, appears to be substantially growing in popularity. Promotion of the rays is increasing through websites and brochures and larger tourism productions, such as the ‘Getaway’ television programme, have shown interest in the Hamelin Bay site. Yet there is still very little known about the impacts on rays (both behavioural and physical), risks to humans, or indeed the issues that provisioning stingrays can present. Although Shackley (1998) conducted an impact study of stingray provisioning in the Cayman Islands, provisioning activities at Hamelin Bay, and other areas in the southwest are unique because they are shore‐based. As part of developing a profile of conditions at the Hamelin Bay provisioning site we investigated stingray numbers and their distribution in the area. We also collected data on the type and amount of provisioned food, investigated stingray behaviour and observed how tourists interacted with stingrays. It was shown through site profile data that rays are attracted to the site principally by food provisioning and secondarily by boats due to learned association with food. They are most common at the provisioning site in the middle of the day, as are peak visitor numbers. Behavioural impacts on rays were found to be attraction to humans, resulting in aggression and hierarchy towards one another. Attraction to humans at the provisioning site reflected that the rays may be partially habituated. However, rays were also seen foraging naturally for food, indicating that they are not yet dependent on humans. Other potential impacts to rays include boat damage from pleasure craft, overfeeding, being fed the wrong food, damage from fishing hooks and risk of disease from foul water. Lesions on skin and permanent shoaling behaviour, as witnessed at other stingray provisioning sites, were not observed at Hamelin Bay. Management actions are recommended to reduce impacts on the rays, eliminate risks to visitors and increase visitor satisfaction. Copyright © 2004 John Wiley & Sons, Ltd.     

Visitor and non‐visitor images of Central and Eastern Europe: a qualitative analysis

This study examines the image of Central and Eastern Europe (CEE) as a holiday destination. The countries are linked by having had communist governments and being inaccessible to tourists from outside the communist bloc. Currently, they seek new tourist markets and this study examines the views of a number of UK residents about destination image of CEE. The study examines, through semi‐structured interviews, images held by people who have and who have not visited CEE. The data is analysed qualitatively. Few significant differences were found between views of visitors and non‐visitors; most views were positive and associated favourably with ‘culture’. Negative images were usually associated with the eastern part of the area especially ex‐Yugoslavia. Copyright © 2007 John Wiley & Sons, Ltd.     

Product placement and tourism‐oriented environments: an exploratory introduction

This paper examines the ‘physical’ placement of products within tourism‐oriented environments. Product placement is usually associated with the incorporation of branded products into media vehicles. However, a type of placement also occurs within ‘non‐store’ spaces used by tourists. Product placement within these spaces may increase awareness about certain products and, ultimately, induce purchases. Tourism‐oriented environments may enhance the attractiveness of placed products because they enable consumers to interact with and appraise these products before they purchase them. A number of examples are provided, which demonstrate that marketers seek to create encounters between tourists and products. Copyright © 2007 John Wiley & Sons, Ltd.     

Biting the Hand that Feeds: The Marginalisation of Tourism and Leisure Industry Providers in Times of Agricultural Crisis

The total closure of the countryside under the control regulations associated with the outbreak of the UK 2001 Foot and Mouth Disease (FMD) had major impacts on the tourism and leisure industry. The English Regional Tourist Board estimated that there was a loss of tourism revenue of £5 billion, which cost 150,000 direct jobs. Cumbria experienced a fall in tourism expenditure of around £198 million; this was 31% of the value of receipts. This paper presents an evaluation of the impact of the countryside closure on tourism and leisure organisations in the area of Keswick, UK. The use of online quotes from interested or affected parties was also drawn upon in order to further illustrate the effects of the countryside closure. This geographical location was selected due to it being the epicentre of foot and mouth disease epidemic in 2001. The authors will consider the strategic management of the crisis and its resultant outcomes with particular reference to the value of the tourism and leisure industry in rural locations.     

Planning for stingray tourism at Hamelin Bay,Western Australia: the importance of stakeholder perspectives

Stingray tourism continues to be developed at various locations around the world with the concept being marketed on television travel programmes, documentaries, internet sites and travel brochures. Food provisioned stingray tourism, for example, now attracts some 100 000 visitors a year to ‘tingray city’ in the Caymen Islands. At Hamelin Bay in southwest Western Australia, up to 16 large stingrays (Dasyatis brevicaudata and Dasyatis thetidis) and numerous eaglerays (Myliobatis australis) are fed by visitors from the waters edge. This study reports on stakeholder perspectives relating to tourism development and potential management of the Hamelin Bay site. From the results of this study it is clear that there is sufficient interest in stingray tourism (by all the stakeholders surveyed) to develop Hamelin Bay as a permanent feeding site. Visitors on average gave their experience with the rays a satisfaction value of 8.9 out of 10. Twenty‐five per cent of visitors surveyed did not want commercialisation, tour groups or excessive visitor numbers. Their main concern was that the health and safety of the rays may deteriorate with an increase of visitors if the situation is not managed correctly. Visitors desire to be educated about the rays, and how to best interact with them safely. Visitors also acknowledged that the site needs management through more signs, information and a management plan. Management for the site is therefore likely to be best implemented through the application of signage, development of guidelines/codes of conduct, protection of the rays and zoning the beach according to specific recreational purposes. Management regimes should also use various indicators to monitor the impacts of stingray tourism at Hamelin Bay. Copyright © 2003 John Wiley & Sons, Ltd.     

Evaluation of the cognitive image of a country/destination by the media during the coverage of mega‐events: the case of UEFA EURO 2004TM in Portugal

By reporting a study undertaken during the final stages of the European Football Championships—UEFA (Union of European Football Associations) EURO 2004^TM, this paper aims to evaluate the cognitive image of a country/destination by the media during the coverage of mega‐events, which may in turn contribute to the field of tourism promotion and planning. By applying various statistical methods, it is possible not only to assess and identify the aspects which have contributed the most to the opinion‐forming of autonomous agents, but also to present empirical evidence of the influence of the organisation of this event on the image formation of the destination as a whole. Copyright © 2007 John Wiley & Sons, Ltd.     

Literature,cultural identity and the limits of authenticity: a composite approach

Although tourism scholarship has paid much attention to the concept of authenticity in relation to the homogenisation of tourism representation, this term has limits that curb its usefulness for analysing subtle interrelations of place, representation and identity. Some recent work has attempted to recuperate authenticity by associating it with experience and activity, however we suggest that the concept of cultural identity allows for greater attention to the fluid movements of social power relations that inform the tourist site. By undertaking a comparative analysis of three global tourist sites located in the Middle East (Jerusalem), North America (Moose Jaw, Saskatchewan) and Europe (Isle of Wight), this article discusses the politics of representation vis à vis identity as manifested in a spectrum of tourism‐related literature ranging from pamphlets, maps and guidebooks, to more creative approaches in contemporary novels and poetry. This comparative survey of literature explores questions of identity on several fronts: first, it prompts questions about how religious, historical and national identities are formulated in and through the tourist site; second, it leads to an assessment of a site's claim to status as a work of art that prompts aesthetic identification; and finally, it allows one to consider how other works of art — in this case, novelistic or poetic representations — both affirm and question identities presented by standard tourist literature. These alternative textual representations demonstrate not only how cultural identity as represented in the tourist site is an active site of struggle, but also present alternative politics of place and identity that enable a greater diversity of interpretations of the tourist site. Copyright © 2004 John Wiley & Sons, Ltd.     

Determinants of Spending: an Evaluation of Three Major Sporting Events

South Africa plays host to a number of major sporting events that takes place annually such as the Two Oceans Marathon, the Argus Cycle Tour and the Midmar open water mile. This research aims to identify the socio‐economic differences of participants in the events and to determine the key drivers of their spending. Three surveys were conducted at the events during 2008 and 2010. The data analyses include a factor and a regression analyses. The analyses identified the different motives why participation takes place, the socio‐demographic differences between participants and the impact thereof on spending. Copyright © 2011 John Wiley & Sons, Ltd.     

Explicit and Implicit Attitudes and Attitude Changes toward Tourism Destinations: Las Vegas,USA, versus Jeongseon,South Korea

Implicit and explicit attitudes toward two casino cities, Las Vegas, USA, and Jeongseon, Korea, were compared in this study. Seventy‐two Koreans willing to visit both cities participated in the study. Implicit attitudes gaged by the Implicit Association Test were more favorable to Las Vegas than to Jeongseon. This was in accord with explicit attitudes. That is, participants had positive attitudes to Las Vegas and negative attitudes to Jeongseon at the explicit level. After watching 15 min of film showing negative aspects of the casino in Jeongseon, implicit attitudes did not change; however, explicit attitudes to both cities became negative. Copyright © 2015 John Wiley & Sons, Ltd.     

The Visual Representation of Border Tourism: Demilitarized Zone (DMZ) and Dokdo in South Korea

The demilitarized zone (DMZ) and Dokdo mark South Korea borders with North Korea and Japan respectively. Each borderland is a socially constructed symbolic cultural landscape shaped in part by tourism. In this study, a sample of 2202 online images was inspected using content‐semiotic analysis to understand how visual representation of border tourism works. It was found that visitors via social media and government censorship play major roles in constructing representations of (i) alienated borders with iconic war heritage attractions at the DMZ and (ii) an alienated and isolated Dokdo. Both borders highlight patriotic/nationalistic ‘flagging’ and the gaze across. Copyright © 2013 John Wiley & Sons, Ltd.     

Power,social exchanges and tourism in Langkawi: rethinking resident perceptions

A study was undertaken among the residents on Langkawi Island, Malaysia to explore the utility of a combination of social exchange and power theories to explain residents' attitudes toward tourism and to examine how residents' evaluation of the impact of tourism influences their attitudes. In‐depth, semi‐structured interviews were conducted with 46 residents. The study concludes that the combination of social exchange and power theories is more useful than social exchange theory alone in understanding residents' attitudes concerning the impact of tourism. However, residents' general values, dependence on tourism, and ability and willingness to adapt moderate the influence of power on residents' evaluation of the impact of tourism. Copyright © 2002 John Wiley & Sons, Ltd.     

Meeting the on‐line needs of disabled tourists: an assessment of UK‐based hotel websites

The easy exchange of rich information between often geographically dispersed parties is an important precursor of successful tourism transactions. Internet‐based technologies, in particular the World Wide Web, offer possibilities to both buyers and sellers to exchange information without the constraints of geography and time diminishing its richness. The disabled, representing a significant part of any marketplace, may, however, have difficulties accessing the content of the Web and therefore sharing the benefits of rich information exchange. This is the principal concern of ‘Web content accessibility’. Focusing on the tourism sector, in particular UK‐based hotels, this paper examines the accessibility of their websites. However, recognising that it is not just access to information that is important for the disabled, but also the quality of that information, the paper also examines the extent to which the information contained on websites serves their particular needs. Utilising the accessibility testing software ‘Bobby’, disappointingly low levels of Web content accessibility were found amongst the sample of websites. Against a framework of information needs developed from criteria provided by disability organisations, the sample also revealed disappointingly low levels of specific (relevant) information for the disabled. Copyright © 2006 John Wiley & Sons, Ltd.     

Impression of Liusanjie: Effect of mood on experience and satisfaction

This paper examines the effect of mood on satisfaction derived from experiencing an iconic and immersive cultural performance in Guilin, China called Impression of Liusanjie using structural equation modeling. Mood, together with visitor expectations and performance evaluations, was found to be significantly related to satisfaction and future intentions to recommend the show to others. Satisfaction was more strongly related to experiential evaluation of the performance than with attribute evaluation. The results indicate that understanding the mood and experiential outcomes for visitors at a performance is important increasing satisfaction and word‐of‐mouth recommendations. Copyright © 2010 John Wiley & Sons, Ltd.     

Strategies for Adopting Consumer‐generated Media in Small‐sized to Medium‐sized Tourism Enterprises

Consumer‐generated media (CGM) are created when consumers submit, review or respond to online content. The bulk of research into CGM has focussed upon its use by consumers, with less research examining the use of CGM by small businesses. This article discusses small business sector use of online technologies such as CGM, concentrating on tourism small businesses as a key industry sector affected by CGM activities. A CGM ‘strategy’ framework, developed from an existing small business strategy framework, is proposed. This serves as a practical tool for developing CGM strategies and as a theoretical foundation for conducting research into the use of CGM. Copyright © 2014 John Wiley & Sons, Ltd.     

Customer‐based Brand Equity for a Destination: the Effect of Destination Image on Preference for Products Associated with a Destination Brand

This study investigated how destination image of customer‐based brand equity for a tourist destination can be transferred to products associated with a destination brand. The effect of destination image on preference for products associated with a destination brand (PPADB) and the relationship between tourists’ destination preference and PPADB were investigated. Two hundred and ninety six individuals replied to a self‐administered questionnaire distributed to 318 students at a major US university. The results revealed that both cognitive and affective image of a destination are positively related to PPADB; preference for a destination is also positively related to PPADB. Suggestions are provided for a successful destination brand extension strategy. Copyright © 2012 John Wiley & Sons, Ltd.     

Up in Smoke? The Impact of Smog on Risk Perception and Satisfaction of International Tourists in Beijing

This research explored the perceptions of on‐site international tourists towards the smog in Beijing. A scale measuring the degree of tourists' concern about smog conditions was developed. The links among smog concern, risk perception, trip satisfaction and destination loyalty were tested with a structural equation model. Direct relationships were found for the hypothesized effects of smog concern on risk perception and satisfaction. Further, the influence of risk perception on reducing satisfaction as well as the role of satisfaction in forming revisit intention (loyalty) was identified. The broad concerns of this study are applicable across all key Chinese tourism cities visited by international tourists. Copyright © 2015 John Wiley & Sons, Ltd.     

铁路专业网站商业化思考简

专业性网站商业化是铁路走向市场过程中需要研究的问题。以12306．cn为例，针对我国铁路网站存在的问题进行分析，提出利用铁路多元化经营的重大改革举措，通过丰富网站销售产品、网页设计向商业化转变、加大网站宣传力度、建立信用评价机制等一系列措施，提前将铁路专业网站转向商业化发展，搭建综合电商平台抢占线上运输份额先机。