National culture as a driver of pro-environmental attitudes and behavioural intentions in tourism

Abstract

Voluntary changes in consumer behaviour hold significant potential to mitigate the growing environmental repercussions of tourism. Such behavioural changes can occur due to positive behavioural intentions that are in turn underpinned by pro-environmental consumer attitudes. To reinforce voluntary behavioural changes in tourism, it is paramount to understand the major drivers of pro-environmental consumer attitudes. Although national culture can influence pro-environmental attitudes of tourists, its role has been under-researched, especially in the context of emerging tourist markets. This study utilised the environment-orientated dimensions, or value orientations, of major cultural frameworks (Hofstede; Schwartz; Trompenaars & Hampden-Turner) to explore the effect of national culture on pro-environmental attitudes and behavioural intentions in a large-scale quantitative survey of Polish tourists. Correlation between the cultural background of tourists and their pro-environmental attitudes was established, thus highlighting the need for national culture to become an integral element of future scientific, policy-making, and managerial discourse on the key drivers of more sustainable consumer behaviour in tourism.     

Consumer Perceptions and Behavior

Abstract

The primary objective of this article is to highlight the importance of consumer perceptions in strategic airline alliance settings. Previous research on strategic alliances, both in the service and manufacturing sector, has mainly focused on issues relating to the organization. Consumer perceptions have generally been ignored-in view of the pivotal role of the consumer in service settings a surprising neglect. The paper focuses on the airline industry, an industry with a high service element, to illustrate how positive results eventuating for partners in a strategic alliance may cover slow shifts in consumer attitudes, and behavior. If not carefully monitored, these shifts may adversely affect performance measures of individual alliance partners in the long-term.     

Seasonality in New Zealand Winery Visitation

Summary

Seasonality is a major issue in tourism management; however, the implications of seasonality for wine tourism have only received limited attention. Arguably, because of the interaction between seasonal patterns of consumer demand with the inherent seasonality of vineyard work and wine supply means that seasonality issues may be even more problematic for wine tourism than other forms of tourism. The article provides the results of a national study on wine tourism in New Zealand. The article highlights the seasonal nature of visitation and suggests a number of marketing strategies by which some of the effects of seasonality may be overcome in terms of both target markets and the improved management of human resources.     

Alcohol-service liability: Consequences of guest intoxication

The purpose of this study is to examine the legal responsibilities of owners of establishments that sell and/or serve alcoholic beverages to their patrons and other people who may be assaulted or injured by those patrons in the establishment or after leaving the establishment. Examination of 246 actual court cases revealed that the plaintiff's claims are likely to fall under either the restaurant, bar, hotel, club or other hospitality operators’ failure to exercise reasonable care to protect patrons from injury at the hands of other patrons, failure to maintain a safe and orderly establishment, or from patrons injuring bystanders in violation of a dram shop act. However, findings indicated that violations of a dram shop act are likely to have the most devastating effect on the business.     

Residentsʼ attitudes and behavioural support for tourism in host communities

ABSTRACT

In our study of the “perceptions–attitudes–behaviours” sequence, we explain how resident perceptions of tourism’s impacts on host communities influence not only their attitudes towards tourism, but also their attitudes towards tourists – i.e. a new variable that has recently been introduced in literature. Moreover, we introduce the behavioural support, a concept that denotes a higher level of involvement and engagement of residents with their communities in comparison with the traditional attitudinal support. Our results indicate: (1) the residents’ perception of the positive economic and cultural impacts of tourism are the main variables influencing their attitudes towards tourism and tourists; and (2) both types of attitudes influence on behavioural support for tourism in host communities.     

Immersive narratives of ‘self-work’ in an experience society: understanding the cruise ship experience

ABSTRACT

Commentators have long argued that cruise ship tourism is a highly rationalised form of mass consumption, a ‘total institution’ in which consumption defines and controls the individual’s experience. Arguing that this represents a simplification, this article suggests that a closer analysis of cruise tourism tells us something profound about the nature of what it means to be a consumer in a de-territorialised age. Specifically, the article explores the suggestion that the cruise experience represents a mode of consumption in which the consumer effectively becomes the product. Through the deployment of an autoethnographic investigation of the cruising experience the paper seeks to shed light on the relationship between the tourist experience and notions of self, while making a case for a re-conceptualisation of consumption as self-work. In this light, the contention is made that the ideological power of consumption is intensified by tourism’s emphasis on the experience of the consumer as part of a broader process in which there has been a shift away from the specific consumption of products towards consumption as a temporal-partial process of self-endowment.     

A Gay Tourism Market

ABSTRACT

There is a commonly held view that gay men, in particular, are frequent and intensive holiday-makers. This is explained by reference to distinctive characteristics relating to income and leisure time and to distinctive values and attitudes. Gay men's travel patterns are believed to be unique and such as to offer good prospects to those, such as tour operators and hoteliers, willing to target this market. The evidence for these beliefs is examined in this article. Many of the assertions are based on limited-coverage survey samples; recent US evidence suggests that the very positive views of the economic status and distinct purchasing patterns of gays are exaggerated. It is, nonetheless, apparent that there is a market segment that it is 'economic' to target but which is unlikely to be representative of gay men. It is apparent that existing surveys are incomplete and are an inappropriate basis for targeting the gay consumer. The article also includes a discussion of marketing approaches to which, it is claimed, gay men are responsive. Whilst the targeting of the gay tourism market does have the effect of validating gay lifestyles, the article includes discussion of other more negative issues that may flow from the perpetuation of the 'myth' of the affluent, care-free gay con-sumer. These include issues such as the generation of a false sense of liberation and distraction from the pursuit of more fundamental aspects of equality. Lifestyle marketing in the context of the gay tourism market has wider and significant implications than those that are usually of direct concern to the marketer; they reach to the core of the nature of homosexuality and its acceptance in society.     

Sustainability and marketing in tourism: its contexts,paradoxes, approaches,challenges and potential

ABSTRACT

Tourism marketing has typically been seen as exploitative and fuelling hedonistic consumerism. Sustainability marketing can, however, use marketing skills and techniques to good purpose, by understanding market needs, designing more sustainable products and identifying more persuasive methods of communication to bring behavioural change. This article summarises the latest research on the theories, methods and results of marketing that seeks to make tourist destinations better places to live in, and better places to visit. It explores sustainability marketing's two fundamental approaches, that of market development, using market segmentation, and that of sustainable product development. It introduces a Special Issue of the Journal of Sustainable Tourism on sustainable marketing, sharing evidence on the motivations, mechanisms and barriers that businesses encounter, and on successes in changing consumer behaviour and pursuing sustainability goals. Particular attention is given to the methodologies of sustainable tourism marketing, to the subject's breadth and complexity, and to its many innovations. Further research is called for to fully understand what contextual aspects influence these pro-sustainability interventions to achieve which outcomes in other settings, in order to validate some of the exploratory studies discussed, and establish the feasibility of scaling up pilot studies for more general use.     

A Lifestyle Segmentation Analysis of the Backpacker Market in Scotland

ABSTRACT

The purpose of the research outlined in this article is to provide a travel lifestyle segmentation analysis of one particular tourist group, commonly known as 'backpackers', who reside in Scottish Youth Hostel Association hostels. This research was undertaken due to the lack of understanding and knowledge of this market in the United Kingdom, specifically their needs, wants and motivations. Five cluster groups were uncovered in total: Typical Backpackers, Discoverers, Outdoors, Family Ties, and Routine Travellers. The aim of this article is to provide a wider understanding beyond the demographics of the backpacker and thus provide useful marketing and promotional advice for suppliers to the backpacker market. It also aims to contrast the Scottish backpacker market with findings in Australia, to determine whether cluster groups uncovered are similar in both countries.     

Announcements

Abstract

In this study we examined the effect of specialization on behavioral choice among Wisconsin goose hunters, who were able to choose a relatively easy hunt at the Horicon Marsh or a more complex hunt in the exterior zones. Past research has shown that more specialized recreationists have differing motives, attitudes, satisfaction levels, crowding perceptions, environmental preferences, and management preferences. Our goal in this study was to extend this research to behavioral choices and to learn more about the dimensions of specialization in goose hunting. Specialization did not predict behavioral choice among the sample. Specialization, as measured by past experience, commitment, media involvement, club membership, and preferred hunting style, did not differ significantly when comparing Horicon goose hunters and exterior zone hunters. Novice hunters hunted alongside experienced hunters, and behavioral choice appeared to be more a function of structural constraint than attitu‐dinal preference. Specialization did explain differences in hunter judgments of quality, correlating negatively with shooting and bagging and positively with social and natural components of a quality experience. These findings indicate that although the specialization framework can effectively predict attitudinal differences among participants in a given activity, it is less efficient at predicting behavioral choice. Consequently, specialization researchers need to be cautious about inferring levels of specialization from observations of locational choice.     

Marketing Strategies for Last-Minute Travel and Tourism

Abstract

Travel and tourism arranged at the “last minute” has become a growing trend among consumers today. Responding to this trend, more and more travel/tourism firms are offering services catering to consumers seeking last-minute travel and tourism opportunities. Yet, clearly, not all last-minute travellers are alike. Variability in last-minute consumer characteristics such as motivations, lifestyles, and benefits sought suggests opportunities for astute marketers and revenue managers to collaborate in further segmenting the last-minute market and developing more effective marketing and revenue management strategies to potentially increase the firms' revenues, profitability, and customer satisfaction. Toward this end, this article evaluates and discusses marketing strategies, marketing mix elements, and segmentation approaches that may be most appropriate for more effective marketing and revenue management in the last-minute travel and tourism market.     

National Capital Branding

Abstract

This study examines the destination branding strategies of two national capitals, Canberra and Wellington. Literature on both destination branding and national capital tourism suggests that national capital status may be both beneficial and unfavourable for destination marketing. The results from personal interviews and documentary analysis point to differences between the two national capitals brands where Canberra uses national stories and symbolic concepts heavily while Wellington uses broader city/urban elements. This indicates that national stories, although an important aspect of tourism in national capitals, may also present a number of challenges, including a negative image and low consumer demand, creating practical implications for branding national capitals. The paper suggests further research is necessary to determine how national stories can be utilised in branding to develop a unique selling proposition.     

Human resource management responsibilities in private clubs

ABSTRACT

Private clubs have long been considered a unique segment of the hospitality industry. Clubs are different than other types of hospitality enterprises in many respects, including their ownership, revenue sources, management, and specifically, in the management of human resources. This article focuses on how human resources are managed in one regional chapter of the national association of club managers (New England). First, a focus group of club managers in New England was conducted. Next, a survey was conducted of club managers belonging to the New England chapter of the Club Managers Association of America. Findings suggest that very few clubs have human resource directors; responsibilities tend to be delegated through the organization; clubs have certain human resource management challenges associated with not having a human resource director; and general managers are actively involved in the management of human resources.     

A Thematic Review of Australia's Club Management Magazine

ABSTRACT

This analysis of articles from 1993 to 2003 in Australia's premier club management trade magazine, Club Management in Australia (CMA), the publication of the Club Managers' Association Australia (CMAA), highlights a number of recurring key themes. These are: taxation legislation; employment relations and human resources; gambling, alcohol, smoking, and related social issues; club expansion, innovation and growth; and contribution to the community. This article analyses these themes and discusses the key forces driving change in these areas, while also identifying the viewpoints of club managers. It is concluded that empirical academic research into these themes and the issues pertaining to them is needed. This is especially true of gambling, smoking, and social issues, the effectiveness of new gambling and club-related legislation, and the contribution of clubs to the community. Further research will be required to test the validity of several of the arguments put forward by the CMAA in the articles reviewed.     

How and why restaurant patrons value locally sourced foods and ingredients

As research into local foods has advanced, focus has shifted toward the antecedents that may better explain and predict attitudes and behaviors toward local foods. An expanded nomological network is proposed that integrates new and existing constructs in a means-end chain series of relationships. Relationships are empirically tested with multidimensional operationalizations of focal constructs, fielded in a consumer survey, and analyzed through structural equation modeling. Results demonstrate non-random, systematic patterns of relationships across personal values restaurant patrons hold, benefits they derive from local foods, how they actually define local foods, and their attitudes toward local foods. Contributions to marketing theory include the integration of new constructs with existing theory to establish new relationships that better explain and predict local foods perceptions and attitudes. Important considerations for the marketing of local foods include rethinking the scope of what constitutes local foods, options for positioning local foods, and implications for messaging and design.     

Consumer adoption of the Uber mobile application: Insights from diffusion of innovation theory and technology acceptance model

ABSTRACT

The sharing economy literature has largely concentrated on the examination of peer-to-peer accommodation platforms such as Airbnb, with little attention paid on other innovations in collaborative consumption. This study investigates consumer adoption of the Uber mobile application through lenses of two theoretical models – Diffusion of Innovation Theory and Technology Acceptance Model. The results suggest that relative advantage, compatibility, complexity, observability, and social influence have a significant influence on both perceived usefulness and perceived ease of use, which in turn lead to subsequent consumer attitudes and adoption intentions. This study demonstrates the integration of the two classic adoption theories.     

Buyer Characteristics Among Users of Various Travel Intermediaries

SUMMARY

As online travel purchases increase, travel intermediaries must change to meet consumer demands. A survey was conducted to identify travelers' selection criteria and expectations of traditional travel agents. Responses from 382 individuals were compared by their methods of purchasing travel arrangements, including those who purchased online, offline, or both. Differences were found among the groups in terms of travel agent selection criteria and expectations; however, the groups were similar in their frequency of travel and number of information sources used. Results and conclusions identified strategies for travel intermediaries to attract and retain clientele.     

Propositions for testing the involvement construct in recreational and tourism contexts

Abstract

The involvement construct has been extensively studied in the consumer behavior literature. Recent conceptual and measurement breakthroughs have made examination of the construct appealing in the contexts of recreational and tourist behavior. This article suggests 15 propositions that evolve from a review of involvement‐related literature. The propositions are grouped under the following headings: measurement issues; the relationship between involvement and time; the relationship of involvement with search and purchase behavior; the relationship between involvement and promotional stimuli; and accessing the involvement variable. The propositions are intended to stimulate and guide empirical research related to involvement in recreation and tourism contexts.     

Corporate social marketing in tourism: to sleep or not to sleep with the enemy?

ABSTRACT

Social marketing is regarded as an effective consumer-oriented approach to promoting behavioural change and improved well-being for individuals, communities and society. However, its potential for tourism, especially sustainable tourism, remains under-researched. This article examines the utilisation of social marketing by tourism businesses. A search strategy identified 14 behavioural change programmes that involved tourism businesses. Half of these programmes label themselves social marketing; the others tend to be part of corporate social responsibility efforts, using a form of corporate social marketing (CSM). Most programmes seek to encourage pro-environmental behaviours in tourists, tourism businesses and other stakeholders including suppliers. Although tourism businesses can develop social marketing programmes alone, typically they collaborate with public and non-profit agencies as partners and sponsors. The strength of the tie between the promoted behaviour and the sale of a company's product varies considerably. It is suggested that social marketing can make significant contributions to environmentally sustainable tourism. However, this research also suggests that social marketing is not a substitute for, but rather an essential complement to, technological and regulatory approaches to climate change. Changing behaviour is a long process: without a long-term commitment from private sector companies, CSM programmes will fail to achieve behavioural change goals.     

The Identification and Implementation of Key Competitive Factors for Tourism Based Firms

ABSTRACT

The main aim of this conceptual paper is to propose means of extending current theoretical approaches to understanding the traveller destination decision process. In order to achieve this, a means of better identifying and implementing strategies within the service system, by utilising a strategic management approach, is proposed. In addition, a number of researchers have argued that service leaders successfully introduce products and services to the market far in advance of customer expectations. It is argued in this paper that such products and services are delivered by innovative organisations, able to assess that the benefits of such innovations will outweigh the costs. The firm attempts to tap “latent” demands that have yet to be fully articulated by the consumer through established expenditure patterns. By tapping into such demands within the consumer psyche, service firms are able to “delight” customers with their creativity and innovation. It is concluded that such a service component has become an integral source for sustainable competitive advantage within a business and strategic planning framework.