Relationships in the Distribution Channel of Tourism

Summary

This paper examines industrial relationships in the distribution channel of tourism. Distribution becomes one of the most significant elements of tourism marketing as it determines all other aspects of the marketing mix. This paper concentrates on the conflict experienced in the distribution channel between hoteliers and tour operators in the Mediterranean summer/seaside resort context. It attempts to illuminate the area, to identify significant variables for its assessment and to provide a solid background for further research on the topic. Research in Greece demonstrates that Mediterranean hoteliers increasingly find the power of tour operators from Northern European countries very challenging. Similarly with other intermediaries, in order for tour operators to remain competitive in the marketplace they reduce the profit margins of their suppliers at destinations and thus reduce the profitability levels of enterprises and the economic impacts at destinations.     

Introducing Environmental Management in the Hotel Industry

Summary

The hotel industry in Jamaica, like so many other tropical destinations, markets itself on the “3-Ss”-sea, sun, and sand. Hotels ring the north coast of the island in four main resort areas (i.e., Negril, Montego Bay, Ocho Rios, and Port Antonio). Located in sensitive coastal ecosystems, most of Jamaica's hotels face the challenge of reducing the environmental impact of their operations while meeting the increasing demand of a growing tourism industry.

This article presents a case study of the introduction of environmental management practices and systems in the hotel industry in Jamaica over the past 3 years to provide an answer to the environmentally sustainable tourism challenge. It describes the programmatic approach, the results at both the property and industry level, and the lessons learned in replicating the approach to other tropical tourism destinations in the Caribbean and Latin America.     

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.     

Buyer Decision-Making Behavior in International Tourism Channels

Summary

Despite the development and maintenance of effective channel relationships in international tourism markets being critical to a firm's success, little research has been undertaken in business-to-business relationships in cross-national markets (March 1997a; Crotts, Aziz & Raschid 1998). This research paper offers insights into the decision-making behavior of a critical intermediary in international tourism channels, the inbound tour operator (ITO). In an exploratory study, the purchasing attitudes of ITOs, in their functions as purchasers of tourism products on behalf of overseas clients, are examined. Respondents were asked to assess the importance of a number of supplier attributes for three types of tourism products: hotels, coach companies and restaurants. Twenty-six inbound tour operators specialising in the Asian or Japanese inbound markets into Australia were surveyed; though small in number these firms handled over 800,000 visitors to Australia in 1998 (including 82% of the entire Japanese market). The results from a 43-item questionnaire, designed after preliminary discussions with ITOs, reveal differences between the attitudes of Japanese-market and Asian-market ITOs in their purchase decision-making behavior and in buyer attitudes toward different product types. The findings offer useful lessons for suppliers in the management of their relationships with inbound tour operators.     

Assessing Destination Image Through Combining Tourist Cognitive Perceptions with Destination Resources

The primary objective of the study is to assess tourist destination image through (1) measuring Xiamen tourists' cognitive image of Kinmen Island, and (2) analyzing main and subordinate resources of Kinmen. The major findings show that Kinmen Island is “a pleasant place for tour” and “a mystic place” for the mainland Chinese tourists. It also implies that tourists' curiosity, not the substantial resources about the destination, could be one of the reasons for their choices. The results of this study suggest tourism industry on the Island cannot merely depend on tourists' curiosity or the mysteriousness of the destination. It is essential to provide a product with integrity for the planning of the tourism industry of Kinmen.     

Analysing the Promotion,Product and Visitor Expectations of Urban Tourism: Auckland,New Zealand as a Case Study

Abstract

Urban tourism is generally not recognized as a concept. There appears to be a lack of understanding by many tourism operators that tourists visit urban destinations primarily because they are multifunctional and offer a wide variety of activities. This study reports the findings of an analysis of 160 tourism brochures by 120 different Auckland-based operators and a survey of 170 tourists. The results indicate that there appears to be a mismatch between supply and demand with tourists undertaking urban activities while the industry is primarily offering outdoor and adventure type activities. The challenge for the future is to reformulate and promote an image which is consistent with the supply attributes.     

Holidays of older gay men: Age or sexual orientation as decisive factors?

Studies of holidays by gay men and lesbians reflect the characteristics and tourism profiles of younger persons. Invariably such studies show intensive holiday-taking and a desire for gay space when on holiday. Existing specialist product offer is targeted at this younger market by a small number of specialist tour operators. In this UK-based study, the requirements and current holiday profile of older gay men were examined. Studies of older gay men identified various views about lifestyles including both lonely, closeted individuals and well-adjusted individuals with surrogate families. Studies of ‘mainstream’ senior tourists implied intensive and experiential holiday-taking. On the basis of this literature it was postulated that the tourism profile of older gay men would be ‘positive’. The study was undertaken through interviews conducted with 23 men over the age of 35. It was concluded that holiday requirements were similar to those of other older people but with the further dimension of gay-friendliness. Informants felt there were opportunities for specialist and other tour operators to develop products and for destinations to be positioned appropriately for an older gay man's market.     

Supplementary Services as a Differentiation Strategy

Abstract

Although some studies have been done on supplementary services in the service industry, very little has been explicitly done in the travel and tourism industry. This paper focuses on adding value to core services in the travel and tourism industry, which Lovelock (1996) referred to as “supplementary services.” Supplementary services can be used as differentiation points in a highly competitive industry such as tourism. Some researchers have developed models in an effort to demonstrate how supplementary services can enhance the core services. Shostack (1977) and Lovelock (1996) have developed models specifically designed for the service industry. This research is based on Lovelock's (1996) “Flower of Service” model, focussing on the “Hospitality: Taking Care of the Customer” cluster. This paper contends that supplementary services add value to core services, which gives firms competitive advantage over their competition. In the dynamic and challenging environment of the travel and tourism industry, operators need to differentiate themselves in order to be successful and continue to offer superior performance. One of the strategies to differentiate from the competition is to enhance the core services with supplementary services. A major Midwestern City was selected to test Lovelock's model. Two conventions held in mid-February were chosen for this study. Attendees of the first convention were provided specially trained greeters at selected key locations. The second convention that was held the following week did not have any greeters. Attendees of both the conventions were asked to complete a one page pre-tested questionnaire. They were to rate the host-city on several criteria including overall satisfaction, meeting their expectations, and satisfaction with the hospitality and non-hospitality services. Obtained findings suggest that attendees who were exposed to greeters rated the host-city more favorably in overall impression, and quality of hospitality services, and non-hospitality services, while the convention attendees that were not exposed rated the host-city less favorably. Based on the results from this study, firms in the travel and tourism industry, especially the convention centers, may want to consider providing their customers with supplementary services such as greeters as a differentiation strategy.     

Evaluating Internet Portals—An Empirical Study of Acceptance Measurement Based

SUMMARY

Due to the great importance of the “information business” in the tourism industry, the Internet has seen increasing use in this field. This paper deals with the evaluation of Internet portals based on the example of the Austrian National Tourist Office, Austria's largest tourism service organization. The empirical analyses performed on the basis of 172 useable questionnaires demonstrate the high significance of the Internet in the work processes of tourism professionals. In this context, significant differences were identified between the four user groups examined in the B2B field (provincial tourism organizations, hotels, travel agencies/operators and associations) and between age groups and genders in the various dimensions of Internet portal evaluation. Usability and content play the most critical role as factors influencing the appeal of Internet portals, the users' satisfaction with them, and their frequency of return visits to a portal. The design of a portal has a significantly lower influence.     

Responding to Climate Change: Australian Tourism Industry Perspectives on Current Challenges and Future Directions

Like other destinations in the Asia Pacific region, Australia's tourism industry is vulnerable to the impacts and implications of climate change. The country's reliance on its natural “product”, which is potentially under threat, coupled with the potential for changing consumer demand patterns, particularly in long-haul markets, should be concerning for the tourism industry. Yet, the tourism industry has been criticised for its short-term, profit orientation and lack of action regarding climate change [Hall, C.M., & Higham, J. (Eds.) (2005). Tourism, recreation and climate change. Clevedon: Channel View Publications; Jenkins, K., & Nicholls, S. (2010). The impacts of climate variability and potential climate change on tourism business in Torbay, England and implications for adaptation. Tourism Analysis, 15(1), 17–30; Viner, D. (2006). Tourism and its interactions with climate change. Journal of Sustainable Tourism, 14(4), 317–415]. However, little empirical research has investigated the tourism industry's perspectives regarding climate change, neither the relative importance of climate change vis-a-vis other challenges facing the sector nor the strategies and actions required by the tourism industry to facilitate adaptation and mitigation strategies. It is against this background that a qualitative study was undertaken with expert representatives from both the public and private sectors of Australia's tourism industry to explore the industry's perspectives on current challenges and future directions with regards to climate change. The findings show that while the industry is aware of the importance of climate change, it is not seen as a pressing issue, particularly in light of the global economic crisis, and there has been little action by the industry in response to climate change. Respondents noted that the tourism industry is largely relying on, and waiting for, government intervention and leadership for the sector with regards to climate change.     

Critical Success Factors for Business Tourism Destinations

Abstract

Business tourism is a highly lucrative but competitive sector of the tourism industry which has led many destinations to implement strategies and invest in infrastructure and human resource developments. National and regional capital city status gives additional kudos to a destination. This paper presents critical success factors for business tourism destinations developed from four case studies of successful UK business tourism destinations through stakeholder interviews and explores how Cardiff should exploit its national capital city status to support its business tourism offer. The critical success factors for business tourism destinations include: leadership; networking; branding; skills; ambassadors; infrastructure; and bidding. These will inform an action plan to develop and shape Cardiff's business tourism offer and position Cardiff amongst the UK and Europe's major business tourism destinations.     

The impact of successful cross-competencies on a career in tourism in Italy: the meeting point between the students’ perceptions and the requirements for professionals

ABSTRACT

The paper aims to understand how the changes occurring in the tourism sector are affecting the labor market in Italy, with a special focus on the relevance of successful cross competences (SCC). It focuses on comparing the relevance of these competencies in the perception of both students preparing to enter the tourism field and tour operators. The two-step study combined qualitative analysis that put forth specific characteristics of the tourism labor market in Italy through interviews with experts, and quantitative analysis that correlated the requirements of the tour operators to the ideas students have of what competencies tour operators entering the field should have. The results evinced differing perceptions of SCC and their relative importance in professional fields. Students manifest to miss awareness of the importance of SCC for their future careers. Furthermore, organizational ability, self-control and self-esteem were perceived by tour operators as the most important competencies to be acquired.     

Cave Tourism: Tourists' Characteristics,Motivations to Visit,and the Segmentation of Their Behavior

Geotourism is one among many types of ecotourism or nature tourism. Cave tourism within geotourism has gained popularity in Korea. The study's objectives include cave tourists' characteristics, segmenting them according to motivation factors, and finally identifying who they are. The sample population for this research consisted of tourists who have visited the Hwansun Cave in Samchuk City. Among a total of 547 questionnaires distributed, 537 questionnaires were used for further data analyses. On the basis of cluster analysis using the motivation factors, cluster 1 was named an “escape-seeking group”, cluster 2 was termed a “knowledge- and novelty-seeking group”, cluster 3 was called a “novelty-seeking group” and cluster 4 was termed a “socialization group”. Differences in socio-demographic variables, beliefs about cave tourism resources, preferred cave tourism products, satisfaction with this tour, willingness to participate in another cave tour and belief in the value of cave tourism resources were found among the four clusters. The study's findings were expected to be helpful in understanding who they are.     

The Opportunities and Limitations of the Internet in Providing a Quality Tourist Experience

ABSTRACT

It is more than a decade since hyped stories about the impact of Internet Technology in the tourism industry have caused much of a stir in the minds of academics, practitioners and public policy makers, among others. Most of the discourses figured throughout around the theme painted pictures of a myriad shades and hues of the days to come. Internet-based marketing and e-commerce are two major, interrelated areas of development impacting the sector. The former reduces information asymmetry between tourists and ultimate service providers in destinations. The latter was predicted to eliminate intermediaries who are either information brokers or those guaranteeing services at the destination. This is true all the more in an environment where tourism is a global industry (with some part of the value chain in the country of origin of the tourist and the remaining in the countries that are destinations) and extremely dependent on information and communication industries. Today, the consumer has more information to make decisions and to access sellers globally, with almost real-time market information providing him with new quality service and experience. With this fundamental power shift of producers to consumers, the way in which marketers think needs to adapt (Corfu, Laranja & Costa, 2003). This paper is focused on the case-study “Solares de Portugal” and basically aims to find out: (1) the importance given by the manor house owners to specific features of travel-related websites' design and their global evaluation of the “Solares de Portugal” website; (2) the perceptions of Internet users on the before mentioned features' website effectiveness as well as their global evaluation of the “Solares de Portugal” website; (3) the correspondence between the two perspectives. The study has provided conclusive evidence about the relevance of efficient website services, as well as other practically employable findings. Thus, it seems reasonable to conclude that society is becoming more familiar with technology, in particular with the PCs and the Internet. This means that the travel industry has now the opportunity to deploy the Web in a more accurate, agile and innovative way. The tourist experience begins with its planning and anticipation stage (Liebman Parrinello, 1993) in the context of which the Internet may provide new quality experiences. From the perspective of the demand side, this may lead to new opportunities of improving the quality of operations and services through the Internet. However, further research will be necessary to dig deeper into those business implications.     

Testing the proposed “GuidePerf” scale for tourism: performances of tour guides in relation to various tour guiding diplomas

The satisfaction perceived from the performance of tour guides (TGs) affects tour operators and other services in the tourism industry. As the tour guiding performance becomes more crucial in service quality and tourist satisfaction, education also becomes a critical tool to enhance the tour guiding performance. Using semi-structured, face-to-face interviews with seven TGs in Cappadocia/Turkey and employing content analysis of the data, the Tour Guide Performance Scale (GuidePerf) was developed in this particular study. Reliability and validity of GuidePerf were supported by exploratory factor analysis and confirmatory factor analysis. The scale was composed of 18 items and three dimensions, namely: “personality and efficiency,” “presentableness,” and “proficiency.” Proceeding to the next step with the approval, the GuidePerf was conducted on the tour participants (TPs) who were guided by three different TG types in terms of the education they had received. The results revealed that there is significance when “presentableness,” and “proficiency” dimensions are considered.     

Communicating Tourism Crises Through Destination Websites

SUMMARY

The present paper addresses the issue of communicating tourism crises, with a special focus on the role of the destination marketing organization's Web sites. The risks and impact of the avian flu on the mobility of people, and consequently therefore, on tourism has been addressed. Selected tourism destinations crisis communication strategies were investigated through their Web sites. The findings should (a) bring to the attention of tourism authorities the potential role that destinations' Web sites have in helping to prevent worldwide diseases and to compare different approaches adopted by different types of destinations, and (b) help governments, destinations and other stakeholders to understand the conditions necessary for communicating tourism crises and outbreaks by using their Web sites as effective tools to better share information among them.     

Towards a post-conflict tourism recovery framework

While there is an increasingly extant literature on tourism crises and disasters, a lacunae exists regarding robust conceptual and theoretical frameworks for reviving tourism in a post-conflict context. Holistic frameworks that build tourism resilience in post-conflict destinations is still considered an emerging area in crisis management research. This paper aims to address this gap. An in-depth critique of research across leading peer-reviewed tourism journals, involving 102 individual papers; 63 on crises and disasters, and 39 on tourism recovery frameworks, was undertaken to develop a post-conflict tourism recovery framework. The framework proposed synthesizes complex relationships for post-conflict destinations operating “on the edge of chaos”, and enables consideration of key factors that influence their capacity to be resilient, adapt, and recover.     

游客感知与政府宣传:资源相似型旅游目的地形象维度对比研究——以云南西双版纳州和德宏州为例

旅游形象研究对资源相似型旅游目的地发展具有现实意义。在已有研究基础上将政府宣传形象纳入资源相似型旅游目的地旅游形象研究范畴,并选取资源禀赋高度近似的西双版纳州和德宏州为案例,实现游客感知与政府宣传旅游形象对比,选择两地游客网络游记与政府宣传网络文本为研究样本,运用内容分析法和IPA模型对两地游客感知与政府宣传旅游形象进行对比研究。研究结果表明:旅游吸引物形象维度在资源相似型目的地旅游形象中具有“非敏感性”;资源相似型旅游目的地游客感知与政府宣传旅游形象呈现出“差异—趋同”特征;资源相似型旅游目的地在“认同—错位”和“差异—趋同”效应的叠加作用下,具有各自的优势旅游形象维度。     

Environmental change,resilience, and adaptation in nature-based tourism: conceptualizing the social-ecological resilience of birdwatching tour operations

Resilience theory has emerged as a holistic concept well suited to analyzing tourism systems and which promises important insights into the sustainability of tourism destinations in the face of accelerating global environmental change (GEC). This article presents empirical research into the social-ecological resilience of tour operators using the case study destination of the Otago Peninsula, Dunedin, New Zealand. It addresses the following research question: How do birdwatching tour operators build resilience to drivers of environmental change, including climatic drivers, into their operations? Qualitative interviews with providers of a specific nature tourism sector activity – birdwatching – were conducted with stakeholders including tour operators, conservation organizations, and local government members. The findings highlight current and possible future challenges to birdwatching tourism on the Otago Peninsula. The paper introduces a conceptual framework which highlights the tour operators’ main coping strategies in response to key perceived social-ecological system (SES) drivers of change. Overall, tour operators perceived their main social-ecological resilience to be the diversity of the species of the Otago Peninsula, their business experience, and the strength of their local stakeholder network to respond to SES crises.     

Latin American Tourism

Summary

Blessed with a great diversity of natural and cultural assets, the countries of Latin America should be thriving as international tourist destinations. The reality is, however, that the region is a long way from reaching its full potential. This paper reports the findings of a survey that investigated the reasons why Australian travel agents and tour operators thought that Latin America was receiving so few tourists from Australia. The main finding of the study was that there is a lack of knowledge among travel agents about the Latin American region. Many of them could only identify a limited number of tourist attractions in the region. While the study has an Australian focus, the authors suggest that the barriers underlying the lack of international demand for Latin American tourism products are similar to those that exist in other potential source markets.