UK travel agencies — future marketing strategies

The UK travel agency business is going through a period of adjustment. The old service values have been found to be incompatible with the cut-price tactics of the larger tour operators seeking to drive out smaller operators and dominate the market. The tourist of the 1990s is looking for value for money and agencies will have to be discerning in which products they choose to supply. Marketing in the 1990s will become highly sophisticated, incorporating technological advances. Clients will become loyal to those agents best capable of supplying products tailored to their specific requirements.     

Are the current expectations for growing air travel demand realistic?

Global air travel has reached 3.7 billion passengers in 2017 and is predicted to continue to grow at 4.7% per annum. Such forecasts fail to consider the rising cost of carbon and socio-economic declines due to climate change. Using three scenarios, this paper finds that air travel growth slows considerably, with the high mitigation scenario producing the relatively best outcome for the industry with 9.8 billion passengers in 2070. Low mitigation is the least favourable option in the long term, as emissions continue to grow rapidly, whilst demand turns negative in 2067, due to increasing economic damage and rising inequality. A counterfactual scenario reveals that only extremely optimistic assumptions produce high growth rates produced in the Boeing forecast.     

A content analysis of travel agency web‐sites in Korea

The Internet has become a dominant issue in today's tourism environment. This paper is to provide large travel agencies in Korea with a better understanding of their Web‐based competitive environment. A content analysis of the top 60 travel agencies Web‐sites in Korea suggests that many travel agencies do not develop their own Web‐sites and although travel agencies are using the Web, they have not, as yet, fully utilized capabilities of Web‐sites. This study also suggests some implications for successful cyber tourism marketing, including the establishment of a Web‐site, on‐line selling, customer supports, and cyber marketing mix strategy on the Web. Limitations and further research issues are also suggested.     

What kind of marketing distribution mix can maximize revenues: The wholesaler travel agencies' perspective?

This study attempts to identify the variety of marketing channel efficiencies for marketing activities and sets up an optimal marketing distribution mix when using different distribution channels for wholesaler travel agencies. This research examines 12 large-scale travel agencies in Taiwan and offers seven direct and indirect distribution channels in order to establish an optimal marketing distribution mix and identifies the different forms of distribution involved. We also implement the analytic hierarchy process (AHP) to prioritize the seven main marketing distribution channels of travel agency: websites, cable TV, radios, professional magazines, retailer travel agencies, strategic alliances, and newspapers. Five criteria are categorized as a distribution channel selection: overall cost of the channel, target audience respondent rate, impression rates, transactional capabilities, and gross profit of the channel. The results show that Taiwan's wholesaler travel agencies adopt the retailer travel agency as their highest priority of channel selection, while travel agency websites hold it as their second priority. Transactional capabilities, gross profit of the channel, and overall cost of the channel are the top three favorable choices among the five criteria considered. This study proposes an innovative hierarchy model of marketing distribution mix to a wholesaler travel agency practitioner when making decisions in order to effectively exploit the different distribution mix, to maximize performances and revenues, and to overcome the traditional experience based on the shortcomings of the selection.     

Traveling to your match? Assessing the predictive potential of Plog’s travel personality in destination marketing

This study revisits .Plog’s travel personality model in a true experimental setting and tests the model’s predictive power. The specific aim is to examine whether attitudinal and behavioral responses toward a destination vary as a function of the congruity between the tourist’s travel personality and the characteristics of the destination as perceived from an advertising message. The concept of self-congruity serves as a foundation for the theoretical framework. Results indicate message-personality congruity had a significant influence on visit intention via attitudes as mediators. This study provides theoretical implications for the predictive potential of Plog’s model as well as strategic marketing implications for destinations.     

Sustainable travel writing? Exploring the ethical dilemmas of twenty-first-century travel writers

There is a paucity of academic literature on travel writing that examines travel writers and their perceived influence on sustainability. This article addresses this lacuna by exploring how travel writers understand their responsibilities and reflects on ethics in their profession, particularly in how foreign destinations and cultures are portrayed. This is significant because some travel writers have been accused of contributing to what interviewees called the “Lonely Planet Syndrome”, the notion that writing about a place will introduce and encourage mass tourism, changing the original state of the place for the worse. In this qualitative, phenomenological study, data were collected from 23 in-depth interviews with twenty-first-century travel writers and analysed using an Interpretive Phenomenological Analysis. Findings suggest that while some interviewees expressed anxiety about their perceived accountability to mediate foreign cultures responsibly, others embraced their role as a cultural mediator. They cared about local cultures and wanted to write in responsible ways by supporting more sustainable outcomes, reflected in the themes of cross-cultural understanding, socio-cultural and environmental advocacy and promoting benefits of tourism to communities. Future studies could include exploring the role of travel editors, travel writers’ professional knowledge and the growing role of travel blogs.     

Let’s face it: Are customers ready for facial recognition technology at quick-service restaurants?

This study aims to provide an integrated model that examines the determinants of customer intention to use facial recognition systems (FRS) in quick-service restaurants (QSRs). An extended model built based on the unified theory of acceptance and use of technology (UTAUT) was tested via structural equation modeling (SEM) using data collected from a sample of 558 QSR customers. The results showed that perceived performance expectancy, social influence, and trust in the system significantly and positively affect customer intention to use FRS to access loyalty and payment accounts. Furthermore, customer hedonic motivation had a positive effect on the intention to use FRS for authorization to their loyalty accounts, but no effect on the intention to use this technology for payment account authorization. The developed model would be helpful to managers for making a decision of utilizing FRS in QSRs and promoting the technology among customers.     

The role of travel agents’ ethical concerns when brokering information in the marketing and sale of sustainable tourism

ABSTRACT

Using conservation tourism as a test case, this study explores the role high-end travel agents play in selling sustainable tourism. It examines a niche marketing activity in that process. The study focuses on agents’ consideration of ethics as they act as information brokers between tourists and operators. Data were collected from interviews with agents and analysed using a deductive content analysis based on six overarching concepts and theories on ethical decision-making. The findings emphasize the implicit influence within conservation tourism of tourism's ethical dimensions, whilst identifying many constraints that prevent a full consideration and/or disclosure of ethical concerns in the sales process. Most importantly, agents made assumptions using a false consensus bias about clients' preferences for service over concerns for the environment, and were not prepared to discuss the more sensitive issues surrounding conservation with their clients. A number of recommendations are proposed regarding the need to unpack conservation information, overcome the false consensus bias, and agents’ reluctance to discuss ethics in the sales process. Finally, the findings have broader implications for the development of sustainable tourism, which ultimately will depend on a dialogue of ethical concerns and values within the tourism supply chain between suppliers, brokers and tourists.     

An analysis of e-business adoption and its impact on relational quality in travel agency–supplier relationships

This study analyzes how managers of retail travel agencies perceive the antecedents and consequences of adopting e-business in their supplier relationships. A comprehensive model integrating its antecedents and relational effects is developed and empirically tested using SEM. The study surveyed 101 travel agents in Spain. Research findings indicate that customer pressure has a strong influence on e-communication practices. E-communication with the travel agency's supplier and the pressure exerted by the sector are the main antecedents for e-procurement. Effects of e-business on relational quality are contradictory. E-procurement influences negatively on trust. Conversely, e-communication has a positive impact on trust, thus having a favorable impact on perceived reciprocity and travel agent's commitment to its supplier. Main findings indicate that the use of the Internet is largely driven by normative pressures, and this coercive power has a detrimental impact on trust. To avoid such negative consequences, perceived reciprocity is a prerequisite for committed supplier relationships.     

Are lodging customers ready to go green? An examination of attitudes,demographics, and eco-friendly intentions

This study attempted to answer the following research questions: (1) Do eco-friendly attitudes affect hotel customers’ environmentally friendly intentions to visit a green hotel, to spread word-of-mouth about a green hotel, and to pay more for a green hotel?; (2) If so, which facet of attitudes has the greatest impact?; (3) How do their expressed intentions differ across gender, age, education, and household income?; (4) How do such expressed intentions differ based on the existence of previous experience staying at a green hotel? A total of 422 cases were used to answer the research questions. Findings indicate that customers’ green attitudes are, in general, significantly associated with their expressed intentions to visit a green hotel, to spread word-of-mouth about a green hotel, and to pay more for it. Gender differences in such intentions were found, and the intentions were affected by their previous experiences with a green hotel. However, the eco-friendly intentions did not significantly differ across age, education, and household income.     

What online Hong Kong travelers look for on airline/travel websites?

A study was conducted to identify Internet users’ needs and expectations towards airline/travel websites in Hong Kong. Five focus groups were conducted and the results showed that online shopping behavior centers around more traditional products such as compact discs, cinema tickets, souvenirs, gifts, software programs, books and so forth. Regarding their needs and expectations towards an ideal airline/travel website, Internet users believed that the content of it should be informative, interactive and attractive.     

How friendly destination websites are for mobiles? A study of destination marketing organizations in the Asia Pacific region

ABSTRACT

The core objectives of this exploratory study are (1) to examine the friendliness of destination websites for mobiles and (2) to profile the features available in different versions of mobile destination websites. Through employing the device emulator testing approach to analyze websites of top destinations in the Asia Pacific region, this study finds that destination marketing organizations in the Asia Pacific region have been optimizing their official websites for mobiles over the past few years. A responsive web design approach is predominantly used by the analyzed destination, and more features are founded to be available in “fully mobile-friendly websites.”     

What are the key success factors for strategy formulation and implementation? Perspectives of managers in the hotel industry

This study investigates how hotel managers describe strategy and identify key success factors for its formulation and implementation. The study analyzes qualitative data collected through semi-structured interviews with property level top managers of hotels in Hong Kong. The findings show that hotel managers prioritize competition analysis and macro-environmental conditions over internal characteristics such as teamwork in strategy formulation. In the implementation phase, however, internal considerations such as employee involvement and strategic consensus are given prominence. This study provides a significant contribution by examining how top level practitioners in the industry interpret success factors in their strategic management efforts, and it highlights a largely neglected area in the hospitality and tourism management literature.     

A creative-mix or variety-mix fusion experience? Examining marketing strategies for ethnic fusion restaurants

According to the National Restaurant Association, ethnic fusion cuisine is identified as a top food trend for the next decade. To that end, it is important for hospitality researchers and practitioners to understand consumer behavior in this fast-growing sector and derive appropriate marketing strategies for fusion restaurant brands. The present research examines the joint effects of fusion type (creative-mix vs. variety-mix), restaurant price tier (high vs. low), and cuisine compatibility (high vs. low) on consumers’ judgments and decision-making processes. The results show that ethnic fusion restaurants in the higher-price tier will generate higher levels of perceived chef expertise and visit intention through the creative-mix strategy, regardless of cuisine compatibility. However, ethnic fusion restaurants in the lower-price tier will generate higher levels of perceived chef expertise and visit intention through the variety-mix strategy only when cuisine compatibility is high. Implications for marketing ethnic fusion restaurants are discussed.     

What do customers expect of travel agent–customer interactions? Measuring and improving customer experience in interactions with travel agents

ABSTRACT

The purpose of this study is to explore what customers expect of travel agent–customer interactions by developing a scale of customer service experience; further, a framework to demonstrate how to improve customer service experience derived from interactions with travel agents is proposed. The results indicate that the indirect effect of travel agent interpersonal competencies on word-of-mouth is not through cognitive customer service experience but rather through affective customer service experience. Also, the indirect effect of travel agent professional competencies on word-of-mouth is not through affective customer service experience but rather through cognitive customer service experience.     

A picture is worth a thousand words: The role of a cover photograph on a travel agency’s online identity

Online travel agencies (OTAs) allow lodging businesses to select one cover photograph to represent itself on the OTA site. The cover photograph plays a crucial role for attracting customers’ attention from among alternatives, and lure viewers to view the webpage with detailed information. The present study investigates how the content of a business’ cover photograph on OTAs’ sites influences customers’ behavior when searching for information. The content of a cover photograph may fall within five categories according to attributes: façade, type of place, room amenities, scenery, and property amenities. Only façade and property amenities have positive impacts on customers’ viewing times of the webpages with the detailed information of businesses. In contrast, scenery has a negative influence on customers’ viewing times. The results of the study contribute, theoretically and methodologically, to OTAs’ knowledge base and can assist practitioners’ identification of effective cover photographs.     

A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?

This study examines the relevance and conceptualizations of the authenticity concept in cultural tourism from the managerial standpoint. We propose a consumer-based model in which authenticity is a key mediating construct between cultural motivation and loyalty. The model is empirically examined by means of a survey conducted on 25 Romanesque heritage sites in four European countries. A confirmatory factor analysis and structural equation modeling were performed using LISREL 8.72. The results indicate that cultural motivation is an important antecedent of both object-based and existential authenticity, which in turn influence tourist loyalty. Theoretical, managerial and marketing implications of authenticity are discussed, showing that the consumer-based perspective can transcend some 'irreconcilable tensions' related to this concept.     

Are you for real? An evaluation of the relationship between emotional labour and visitor outcomes

Emotional labour is the management of emotional display to satisfy organisational expectations and can be performed by faking emotions (surface acting) or by managing felt emotion to be ‘authentic’ (deep acting). Despite an assumed positive relationship between deep acting and a range of organisationally-desired visitor outcomes, no previous research has examined the relationship between the types of acting and those outcomes. The present study assessed this relationship in contrast to the effectiveness of surface acting. Drawing upon a sample of 688 visitors and 66 guided tours, the results of hierarchical linear modelling found no statistically significant relationship between guide-reported acting and visitor perceptions of acting. Visitor perceptions of deep and surface acting were related to visitor outcomes in the expected direction. Implications of the findings suggest tourism organisations should focus on managing perceptions of emotional authenticity to enhance visitor outcomes.     

Definition of adventure travel: Conceptual framework for empirical application from the providers’ perspective

The growth of adventure travel has been accompanied by an enormous variety and availability of adventure travel products in international travel and tourism. This study attempts to search for a comprehensive definition of adventure travel from the providers’ perspective in order to build a conceptual framework for empirical application. A qualitative analysis of past leisure or recreation theories identified six major component variables which define adventure travel. Together with these six components, several alternative definitions of adventure travel are studied in detail as part of the research. This study proposes a new definition of adventure travel, as a standard tool for measuring and segmenting the adventure travel market.