Conceptualising a contemporary marketing mix for sustainable tourism

This paper outlines how marketing, though traditionally considered an enemy of sustainability, can play a role in implementing sustainable tourism. It notes the redefinition in 2007 by the American Marketing Association of marketing's aims to consider wider societal issues beyond those of clients and customers. It illustrates how the recognition of the importance of sustainable tourism at all scales of tourism activity provides marketing with an opportunity to pursue sustainability outcomes. We review the strategic tourism marketing planning process and conceptually develop a sustainability tourism marketing model that embeds sustainability considerations at each stage of the planning process. Our proposed model contributes to sustainable tourism theory development and offers a conceptual tool for managing a tourism organisation's ecological and societal footprint on the supply side and a critical opportunity for transforming consumer decision-making on the demand side, irrespective of tourism scale. A 30-cell matrix is proposed that cross-references a strong set of 10 marketing elements (product, price, promotion, place, participants, process, physical evidence, partnership, packaging and programming) against the questions posed by the triple bottom line of economic factors, the environmental and sociocultural concern, creating a check list of indicators for management purposes.     

Tourism,information technologies and sustainability: an exploratory review

ABSTRACT

Considerable attention has been paid in recent years to the fundamental changes in the global tourism system related to the emergence of information technologies (IT), and, specifically, the rise of social media. Opportunities to search travel-related information, to reserve and book, evaluate and judge; to receive travel advice and to communicate one's mobility patterns have all profoundly changed the practices of performing tourism, with concomitant repercussions for the management and marketing of businesses and destinations. This paper provides a discussion of the implications of these changes for the sustainability of the global tourism system. Based on an exploratory research design, key changes in the tourism system are identified and discussed with regard to their environmental, socio-cultural and psychological, as well as economic significance. The paper concludes that IT affects the tourism system in numerous and complex ways, with mixed outcomes for sustainability: while most changes would currently appear to be ambivalent – and some outright negative – there is considerable potential for IT to support more sustainable tourism. Yet, this would require considerable changes in the tourism system on global, national and individual business' levels, and require tourism academics to probe many new issues.     

Social marketing,sustainable tourism,and small/medium size tourism enterprises: challenges and opportunities for changing guest behaviour

ABSTRACT

This paper investigates the impact on the guest experience of initiatives promoting water efficient behaviour in small/medium-sized enterprises (SMTEs) offering tourism accommodation. Interviews with 16 SMTE managers revealed businesses were unable to incorporate many initiatives previously examined in the literature, due to the small size of their businesses. In the interviews, however, they contributed three new ideas not previously examined in existing sustainable tourism dialogues. A subsequent questionnaire (n = 408) was administered to potential guests to better understand their water use behaviour, explore how initiatives might impact their accommodation experience, and to assess guest reactions to social marketing messages. Eight initiatives and five messages were tested. Cluster analysis revealed three distinct water user segments with one cluster showing the greatest promise for targeting to increase return on investment. Guests reported the highest positive impact on their experience from initiatives SMTEs stated were not operationally viable. This may indicate that larger firms have a competitive advantage over SMTEs if applying social marketing to change guest behaviour. However, the study found that two of the new initiatives, suggested by SMTE managers as more appropriate to their businesses, would be viable in engaging guests and at acceptably low costs.     

Mainstreaming sustainable tourism with user-centred design

Abstract

Efforts to design and communicate sustainable tourism products have been based on the premise of explicit market demand for sustainability. This study tests whether it is possible to design mainstream sustainable tourism products that circumvent customer scrutiny of their sustainability features, by making sustainability implicit (as part of quality product design) and communicating hedonistic benefits instead. This is akin to using the peripheral route of communication, as explained in the Elaboration Likelihood Model, as the central route emphasises the consumer-driven message of overall quality of experience; the approach lessens the need for customers to be conscious of the sustainability consequences of their actions. The methodology proposed to achieve this is user-centred design (UCD), which places insights into customer needs, values and demands at the heart of new product design. We designed sustainable tourist activities using UCD and then appraised customer demand for them. Although this may seem counterintuitive, the results show that it can be more effective than traditional methods in mainstreaming sustainable activities, through choice-editing of unsustainable ones and normalising the appearance and communication of sustainability, provided a focus on sustainability is maintained by the product provider.     

Tourist merchandise’ as a means of generating local benefits from ecotourism

Long term protection of national parks and nature reserves is very difficult unless economic benefits can be secured for local people. Ecotourism offers a possible income source, provided that there is a means of local revenue capture from the visitors. This article examines the sale of handicrafts and other ‘tourist merchandise’ as a possible means of generating local benefits. The article considers issues of supply and demand, new product development, marketing, and the sustainability of supply of materials used as inputs. It concludes that strong possibilities exist for market development and creation of new, sustainable, culturally acceptable products. Of particular interest are active linking of tourist merchandise production to agricultural or forestry projects that provide a sustainable supply of inputs, use of ‘craft as performance’ to promote product sale, and development of products that educate tourists about park resources and local cultures.     

Are sustainable tourists a higher spending market?

Resistance to sustainability practices often stems from the industry's view that sustainable tourism requires a profitability tradeoff where the additional costs associated with sustainability do not pay off in increased economic returns, yet few studies have been attempted to prove or disprove this viewpoint. This study analyzed spending patterns and length of stay of visitors to Montana, USA to determine if strong geotravelers (higher sustainable behaviors) were different than those with less sustainable behaviors. Results found that total trip spending by strong geotravelers (US $1164) was significantly higher than the overall spending of both moderate (US $866) and minimal geotravelers (US $668). These findings suggest that sustainable travelers are a travel market to be reckoned with in the tourism marketing and business world. The combination of their pro-sustainable behavior and increased spending provides evidence of a market segment in which destinations can benefit.     

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.     

Developing a Research Agenda for Tourism Crisis Management,Market Recovery and Communications

SUMMARY

This article focuses on the need to develop a comprehensive research agenda for crisis management and market recovery in tourism. A review of the literature on research into risk, crisis and disaster management indicates that research has emerged on an ad hoc basis. Analysis of a database of over 2400 relevant references supports the need for a research agenda that will focus on crisis management and market recovery and communications, rather than prevention. The BEST Education Network research agenda on risk and crisis management for sustainable tourism is then presented as a basis for further development of a crisis management and market recovery research agenda. In particular, it elaborates on research issues related to the communication during tourism crises, assessing strategies for market recovery and understanding these issues from the DMO's perspective.     

The City as a Destination

ABSTRACT

The findings of this original research provide a methodology that eliminates the subjectivity inherent in prior methods utilized to rank or gauge the capability of a city to attract delegates to conventions of professional associations. These new analytical techniques may also be employed to estimate convention attendee market shares, as well as determine reliable rankings of a destination's “attractiveness” and its financial or economic sustainability. The criteria identified in this study also comprise the “vital signs” for measuring a city's future health.     

A Preliminary Investigation of NFL Games and Self-Drive Tourism

Abstract

This article addresses the thesis that the presence of an NFL team in a market area creates a unique self-drive (i.e., travel by car) tourism opportunity. Even though the impact of the presence of one or more professional sports teams in a community has been repeatedly studied, the research to date has not looked specifically at the impact on any one industry, or examined the extent to which the self-drive sports fan presents marketing opportunities for the host communities. The purpose of this study is to address these two gaps in the research by investigating the impact of an NFL team's play dates on lodging industry revenue (i.e., occupancy percentage, average daily rate, revenue per available room and total dollar impact) in the market area and to discuss destination marketing strategies to increase lodging revenues by targeting the self-drive NFL fan.     

Striking a Balance for Sustainable Tourism: Implications of the Discourse on Globalisation

Tourism, as a macro global force, is welcomed but often viewed with reticence as it can damage environments and bring about negative economic and sociocultural changes. For tourism to be sustainable, balance is integral. This paper questions the comprehension behind 'balance' using the discourse evident in globalisation studies. It argues that globalisation is not driven from 'out there'; external processes and activities interact with local conditions such that the outcomes of globalisation are moderated by processes that function at multiple layers. Understanding that power relationships interplay in a specific context and the organisational milieux in which the tourism experience is encountered help to elucidate the tensions that exist and throw light on the 'balance' that sustainable tourism aspires for. Whether the effects of tourism are expressed in terms of the economy, culture and heritage or the environment, understanding the global-local nexus credits local players with more control and enables a better understanding of the forces underpinning change and hence sustainability.     

Recent Tourism and Hospitality Research in China

ABSTRACT

Although China's tourism has become a vital part in the world tourism market, little is known internationally about tourism and hospitality research in China. This study reviewed 500 articles published from 2000 to 2005 in China's leading tourism research journal, Tourism Tribune, and provided an overview of China's recent tourism and hospitality research. Content analysis results showed that tourism research themes in China primarily focused on tourism attraction/resources development and management, tourism planning, and tourism industry development issues. Most research under review used a qualitative approach, while 15% of the articles employed some quantitative methods. Articles using advanced statistical techniques were scarce.     

Sustainable tourism,justice and an ethic of care: toward the Just Destination

While a strong knowledge base has developed in sustainable tourism, theoretical links to justice and ethics have been slow to emerge at the destination level, especially about fairness, equity and justice for disadvantaged local groups, including poor, minority and indigenous populations. This paper draws upon, and justifies the use of several key philosophical traditions and social-political perspectives on justice to tackle this issue. A case study illustrates a range of justice issues experienced by local Mayan residents in Quintana Roo, Mexico, related to procedural and distributive justice, fairness and equity in the development and marketing of their natural and cultural heritage for tourism, as well as discriminatory and exclusionary practices toward that ethnic minority. Together, theoretical and empirical insights corroborate the need for a justice-oriented framework that addresses the social and cultural well-being of disadvantaged populations, and attempts to ensure that the poor are better off through tourism development and marketing. Following Rawls’ concept of justice, and linked to Fainstein's Just City, a preliminary framework, based on a joint ethic of justice and care, is outlined to guide tourism development, marketing and policy making in the Just Destination and to offer performative resistance to a globalized culture of consumption.     

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.     

Sustainability-oriented Service Innovation: fourteen-year longitudinal case study of a tourist accommodation provider

Abstract

Progressing sustainable tourism requires both an innovative transition from “unsustainable” tourism and innovative research methods to develop theory and concepts for a sustainable tourism. While there are many ad hoc examples of initiatives, there are very few examples of firms systematically recording their medium-term evolutionary progress. This case study of an accommodation provider uses longitudinal data over 14 years, deductive and inductive methods, and comparison with other similar eco-friendly providers, to provide the first exploration of sustainability-oriented innovation by a firm attempting to make transitions. Findings show how important hindsight and insight are for continuous learning, and how broader community sustainability issues influence the owners’ worldviews. Both learning and changing views are required to support innovation. A Sustainability-oriented Service Innovation model is recommended, recognising the characteristics of a service industry where innovation can be an organic process led by humans for humans and consequently more fuzzy in its progress than the clearly defined steps that are suggested by previous research. This model seeks to assist researchers and practitioners to better measure innovative progress of service firms, and develop more relevant strategies to ease transitions towards sustainable business practices.     

Is sustainable tourism an obstacle to the economic performance of the tourism industry? Evidence from an international empirical study

Sustainability has become an important strategic objective for tourism destinations worldwide. All analytical tourism competitiveness models make direct or indirect positive references to sustainability. It is accepted that sustainable tourism can reduce resource costs and help create market differentiation. Nevertheless, it has traditionally been considered that, short term, sustainability measures can reduce profitability and compromise competitiveness. Debates on the progress, implications, and practicality of sustainable tourism remain open. The relationship between economic sustainability, and environmental and sociocultural sustainability, is a central but largely unresearched area for tourism scholars, especially at the macro level. This study explores that difficult but essential area, using the World Economic Forum's empirical evidence from 128 countries, backed by the economic data search tool of the World Travel & Tourism Council. It demonstrates that progress in tourism sustainability does not affect a country's main economic tourism indicators in the short term, and does not constrain profitability and competitiveness. It also finds that sustainable tourism is not a luxury that only rich countries can afford, nor should it prevent development and perpetuate poverty in developing countries. An effective marketing and communication program about sustainable tourism is, however, found to be essential for economic success.     

An Investigation of the Factors Affecting Innovation Performance in Chain and Independent Hotels

SUMMARY

The failure rate of new service projects is high, because the knowledge about how innovations should be developed is limited. In the last decade, several studies have investigated the success factors associated with service innovations (e.g., Atuahene-Gima, 1996; de Brentani, 2001; Storey and Easingwood, 1998). However, no research in new service development (NSD) has addressed the question of whether chain affiliated and independently operated service firms have different approaches for developing successful innovations. The majority of past new service development (NSD) success studies have concentrated on the financial service sector, which is generally represented by large corporate organizations. The findings of this study indicate that the factors which impact on the performance of NSD depend on the organizational relationship of hotels-chain affiliation or independent operation. The study's results suggest that market attractiveness, process management, market responsiveness and empowerment predict NSD success within chain affiliated hotels. While empowerment and market attractiveness are also related to NSD success in independent hotels, this is also linked to effective marketing communication, employee commitment, behaviour based evaluation, training of employees and marketing synergy.     

Development of the Convention Industry in Korea

ABSTRACT

The convention industry in Korea has experienced a rapid development, and the hosting of international meetings and events has emerged as a major business in Korea's tourism industry. This paper provides an overview of the development of the convention industry in Korea and assesses the current convention market by applying SWOT analysis. The country's current marketing strategies are also evaluated. The analysis suggests that Korea has great opportunities to emerge as a new international convention destination in the 21st century. The future growth of Korea's convention industry depends on whether the country can manage the challenges better than competitors with effective marketing strategies.     

How does family influence the travel constraints of solo travelers? Construct specification and scale development

ABSTRACT

Attracting the solo travel market is increasingly important for destination marketing organizations. Despite the wealth of literature on travel motivations of solo travelers, a related domain of research that deserves more attention are the travel constraints that could hinder solo traveling. More specifically, although solo travelers may wish to embark on a journey alone, they must nevertheless address a number of constraints that oftentimes stem from their family’s concerns for them as family represents a critical influencer that could impact their travel decision. Yet, research measuring the influence of family remains under-studied. In order to address this gap, this study connects knowledge on travel constraints with literature on family dynamics to develop a valid and reliable measurement scale for assessing family pressures on solo travelers. Destination marketers can apply this scale to evaluate the effectiveness of their marketing strategies at easing the concerns of solo travelers as a result of family pressures.     

Lifestyle Segmentation in Tourism and Leisure

ABSTRACT

This article examines three different approaches to lifestyle segmentation in improving the quality of tourism and leisure marketing decisions in three separate cases. Tourism and leisure products are prototypical lifestyle purchase yet in many tourism research studies visitors are described by demographics or tourism behaviour only. These cases illustrate different approaches to lifestyle segmentation. Firstly, there are segmentation schemes based on external logic that can be broadly applied across a range of markets, including tourism and leisure. Alternatively, there are schemes that are based on a 'conversation' with the data and which rely on an internal logic within that data that may not transfer to other market contexts. Between these two lie schemes that apply external paradigms to specific datasets. The cases selected illustrate points along this spectrum.

The first case study examines the use by government tourism organizations of lifestyle segmentation 'bought in' from an external source. Here lifestyle segmentation data is collected from a representative sample of the Australian population as part of a commercial “single source” data set. The second case is based on a regional tourism study, which has utilized prior theory to develop its own lifestyle segmentation and at the same time related this to boarder characteristics of tourists in Tropical North Queensland. The third case examines the development of tailored lifestyle segmentation among 'event' spectators based on purely internal criteria unrelated to the broader population. These cases provide insight into the appropriate development and application of lifestyle segmentation and the use of the data by tourism and leisure managers. Managers may think about the type of lifestyle segmentation approach required based on how the segmentation scheme results need to be related to the wider market or population.