Marketing practice in small tourism and hospitality firms

There has been a paucity of research into the marketing practices and approaches of small tourism and hospitality firms, until the 1990s. This paper goes some way towards improving knowledge in this area by reporting the findings of the first national survey of small tourism and hospitality firms in the UK. Four key areas of marketing practice are highlighted: marketing planning, promotion methods, pricing methods and marketing research. The paper concludes that although a great deal of small hospitality and tourism firm marketing may be characterised as haphazard and unsophisticated, there is much to commend it in the UK. Copyright © 1999 John Wiley & Sons, Ltd.     

A comparative study of hospitality and tourism graduates in Australia and Hong Kong

This paper evaluates the career experiences and perceptions of graduates from the School of Hotel and Tourism Management at the Hong Kong Polytechnic University and the School of Hospitality, Tourism and Marketing at Victoria University in Melbourne, Australia towards the programmes that they undertook. The two cohorts of graduates exhibited broadly similar career histories and expressed similar attitudes towards the quality, strengths and weaknesses of their respective programmes. In both cases, female students dominate the graduate cohort and about half of the respondents were found to have left the tourism or hospitality field within 3–5 years after graduation. Graduates believe that their general business and general education subjects play a stronger role in acquiring their first and current jobs than specialist tourism, hotel management and food service subjects. The findings highlight the challenge facing the university sector in attempting to balance the desire to provide a broadly grounded liberal education with the student desire for practical training. Copyright © 2003 John Wiley & Sons, Ltd.     

Q-methodology and tourism research

Tourism research is in the midst of a ‘critical turn’ away from traditional positivist approaches, towards more reflective and critical paths of inquiry. This paper introduces readers to Q-methodology, a method of research that tourism researchers rarely use and that can provide useful information in critical tourism research concerning the exploration and comparison of subjectivity. The paper presents the fundamentals of the approach and provides examples of its application in tourism and other areas that may directly interest tourism researchers. In so doing, the paper encourages and facilitates the use of Q-methodology amongst tourism researchers interested in enhancing the nature and richness of their methodological alternatives for developing tourism knowledge.     

A review of website evaluation studies in the tourism and hospitality fields from 1996 to 2009

This paper reviews website evaluation studies in the tourism and hospitality fields published between January 1996 and September 2009. A website evaluation framework that includes evaluation by phases, evaluation by features, and evaluation by features and effectiveness is developed. The strengths and weaknesses of each method of evaluation are analyzed, and research gaps and future research directions are explored. Copyright © 2010 John Wiley & Sons, Ltd.     

Progress in tourism and destination wellbeing research

A proliferation of research in recent years has revealed a myriad of relationships between tourism and the concept of wellbeing. These include health benefits of visiting tourist destinations, a product focus on wellness and maintaining good health. Broader interpretations emphasize the complex ways in which tourism can influence the emotional, psychological, cognitive and spiritual dimensions of wellbeing, both for tourists and for destination communities. This study reflects an emerging paradigm shift that incorporates a deeper appreciation of the benefits derived at the destination level from a focus on health and wellbeing. The study highlights three key perspectives, namely the tourist, the destination community and the destination itself. The study concludes that research in this area is critical to the future development, management and marketing of sustainable and competitive destinations with the wellbeing of tourists, their destination host communities, and the overall destination experience, critical to their ultimate success.     

Career and collaboration patterns in tourism research

Research collaboration has become an important characteristic of contemporary academia and is of prime importance for the academic career opportunities of young scholars. For the purposes of this study research collaboration is a formal manifestation of intellectual collaboration in scientific research and involves the participation of two or more authors in the production of a joint publication. The paper reports the findings of a quantitative online survey sent to tourism scholars to explore their career and collaboration patterns in co-authored publications in tourism research. The results indicate that there are divergent perspectives on research collaboration and that collaboration characteristics change as scholars progress through their careers. The paper proposes a research career lifecycle to explain the patterns in tourism research collaboration.     

Distorted representation in visual tourism research

Tourism research has recently been informed by non-representational theories to highlight the socio-material, embodied and heterogeneous composition of tourist experiences. These advances have contributed to further reflexivity and called for novel ways to animate representations. On this background, this article develops the notion ‘distorted representation’ to illustrate that blurred and obscure photos can in fact be intelligible and sensible in understanding tourism. Through an exploration of the overwhelmed and unintended practices of visual fieldwork, distorted representation illustrates how photographic materialities, performativities and sensations contribute to new tourism knowledges. While highlighting the potential of distorted representation, the article posits a cautionary note in regards to the influential role of academic journals in determining the qualities of visual data. The article exemplifies distorted representation through three impressionistic tales derived from ethnographic research on the European rail travel phenomenon: interrail.     

A comparative automated content analysis approach on the review of the sharing economy discourse in tourism and hospitality

Using the sharing economy (SE) as the context, this article provides a coherent and nuanced methodological understanding of automated content analysis (ACA) in tourism and hospitality (TH) field. By adopting a comparative ACA approach, the paper compares the current TH Western academic literature of the SE with news media discourse in TH from the period 2011–2016 (August) (inclusive). The emerging issues from the news media discourse, such as mobility, SE companies and the role of government, are absent in current tourism academic research. Findings reveal that ACA can facilitate a more systematic comparison between different sources of data. This paper offers a starting point for tourism scholars to methodologically engage with ACA that can draw useful insights on a particular context.     

Hotel performance and knowledge sources in Spanish tourism districts

The present paper brings together two of the research lines which have proved most relevant in the field of strategic management during the last few years: the importance of knowledge as a source of competitive advantage; and the ease of access to that resource within clusters and/or industrial districts. More specifically, our work focuses on the tourism sector, analysing the extent to which the profitability of Spanish vacation hotels located along the Mediterranean coastline depends on internal and external knowledge, that is, on the knowledge resources generated at each destination. A multiple linear regression is designed for the empirical analysis. The evidence supports the hypothesis that the external knowledge generated at each destination is statistically significant, even though internal knowledge turns out to be more relevant in terms of hotel profitability.     

A review of eye-tracking research in tourism

This study provides a review of eye-tracking as a technique for measurement of attention. The review discusses its theoretical basis, advantages and disadvantages, data collection procedures, analysis methods, and application in tourism and hospitality. Areas for further research in tourism and hospitality are provided based on a systematic review of tourism research using eye-tracking.     

The next frontier in tourism emotion research

Emotion is emerging as a central concept in tourism research, critical for the delivery of memorable tourism experiences. However, existing approaches in tourism do not adequately explain the process by which emotions are elicited. Recent advances in cognitive and neuropsychology demonstrate that emotions are elicited through an appraisal process, which occurs in the cortex of the brain. These processes produce chemical monoamine neurotransmitters that lead to bodily feelings, which in turn enable our brain to recognise emotions. This research note draws on Lövheim’s Cube, a self-report scale that provides a proxy indicator of the likely presence of monoamine neurotransmitters of serotonin, dopamine and noradrenaline. Six images of the Great Barrier Reef were used as a stimuli in an online panel survey (n?=?1249). Results demonstrate that images used by tourism stakeholders are likely to produce stronger neurological reactions than images from an environmental non-governmental organisation. Combining recent advances in self-report methods with a neurocognitive approach has the propensity to offers additional insight into emotional reactions to visual stimuli. Further research should focus on the efficacy of utilising self-report measures with cutting edge psychophysiological techniques, such as ambulatory electroencephalography (EEG) to open the door to the next frontier in tourism emotion research.     

Small tourism business research change and evolution

The paper critically reflects on key knowledge contributions that coalesce to inform contemporary understanding of the phenomenon of small tourism business. The purpose is to scrutinise change and evolution in perspectives and how these impact on what knowledge is disclosed and what is not. Conventionally accepted wisdom is challenged, indoctrinated presuppositions are questioned, and research methodological advancements are offered. This is achieved through a comprehensive review and critical‐reflective analysis of key academic contributions spanning a period of approximately 35 years. The value is to stimulate criticality relative to what constitutes ‘truth’ within the given context and to inspire fresh research perspectives. Conclusions are drawn regarding future research directions. Furthermore, informed by thorough analysis of the content of the paper, five guiding research principles provide an appropriate conclusion. Copyright © 2010 John Wiley & Sons, Ltd.     

Structural equation modelling and regression analysis in tourism research

This paper explores the concept of structural equation modelling (SEM) and discusses the steps which researchers should follow when using this technique. This involves the development of a theoretical model, testing of a confirmatory measurement model, and evaluating the structural model with hypothesised path relations. For the benefit of readers, the discussion is supported by an illustration of a theoretical model predicting residents’ support for tourism, developed on the premise of the social exchange theory. The paper emphasises that the proper application of SEM depends largely on theory, where every step in the analysis is based on theoretical reasoning. The advantages of SEM over regression analysis are discussed and these are grouped in four categories: (1) modelling of measurement errors and unexplained variances, (2) simultaneous testing of relationships, (3) ability to link micro- and macro-perspectives, and (4) best-fitting model and theory development. The limitations of SEM over regression analysis are: (1) difficulty in choosing and using SEM software packages; (2) complexity and ambiguity; (3) limited use in exploratory research; and (4) inability to model ‘truly’ categorical variables. The paper concludes that although SEM has considerable advantages over regression analysis, it does not replace it.     

Advancing tourism research through multilevel methods: research problem and agenda

Tourism research often encounters social phenomena and research problems that involve multiple levels. However, most researchers assume that the phenomena exist in a single level and perform analyses that do not reflect the hierarchical nature of social dynamics. This article heeds the call from Current Issues in Tourism by illustrating multilevel methods and proposing an agenda for multilevel research. In particular, this article seeks to reconcile the limitations of single-level analysis and to delineate how multilevel methods could be applied in tourism research. It further seeks to advance tourism theories by introducing more complex multilevel design with broader applications in various tourism settings. This article presents two common tourism research scenarios, critiques their limitations, and proposes how multilevel methods could not only address these limitations, but also how they could advance tourism theories. An empirical study is offered to demonstrate multilevel design and analytical techniques.     

A tourism research agenda for Portugal

The need to direct research towards the tourism industry is related to the increasingly competitive environment it finds itself in, especially in terms of services rendered, having grown more complex in the features and critique that comprise the tourist experience, and as economic and social agents become more selective regarding both demand and supply. Possessing information and the proper understanding of the real needs of information users and those responsible for public and private decision‐making processes at the action and intervention levels becomes a fundamental issue for sustainable tourism growth and its statement for international competitiveness. This paper proposes a tourism research agenda for Portugal in order to guide future developments towards the industry's needs. Copyright © 2009 John Wiley & Sons, Ltd.     

A review of Delphi forecasting research in tourism

The Delphi technique is the most popular judgemental forecasting method in tourism studies, but theoretical and empirical developments in this area (especially for forecasting purposes) have been slow. This paper analyses published research on Delphi forecasting in tourism and hospitality, explores how the Delphi forecasting method has progressed over the past four decades in terms of topical areas, empirical applications, and issues of reliability and validity, and is thus expected to advance understanding of the Delphi technique, providing topical and methodological recommendations for researchers and industry practitioners for producing accurate forecasts. The literature concerning the qualitative and quantitative applications of Delphi forecasting in tourism is mainly divided into three research themes: event forecasting, forecasting tourism demand, and forecasting future trends/market conditions (the most popular application). Issues of accuracy, reliability, and validity, as well as a group of Delphi-specific characteristics, such as panel size, panel selection, consensus measures, and analysis of results, are summarized and discussed. This study also examines the accuracy of Delphi forecasts as well as exploring the role of the Delphi approach in integrating human judgement into quantitative forecasts.     

Collaborative commerce in tourism: implications for research and industry

Technology advances enable people to trade and sell their own travel products, which in turn create numerous transformation changes into the tourism industry structure, the nature of tourism products and experiences, the competitiveness of traditional and new tourism players and the process creating (social) value in tourism. This paper investigates the application and implications of collaborative commerce in tourism and provides suggestions for future research.