Service Fairness,Consumption Emotions,Satisfaction, and Behavioral Intentions: The Experience of Chinese Heritage Tourists

Drawing on the cognitive appraisal theory and the justice theory from the marketing and tourism literature, this study attempts to illuminate the embedded impact of tourist experience on overall satisfaction and behavioral intentions in a cognitive-affective-behavioral framework. The findings suggest that service fairness is an antecedent of consumption emotions (positive and negative) that, in turn, influence satisfaction and behavioral intentions in the context of Chinese natural heritage tourism. Notably, the results highlight the mediating role of tourists’ consumption emotions. This article concludes with a discussion of the theoretical and practical implications to heritage tourism researchers and managers.     

Sustaining culture and seeking a Just Destination: governments,power and tension – a life-cycle approach to analysing tourism development in an ethnic-inhabited scenic area in Xinjiang,China

Set against the background of China's changing economy and its rapid rise as a major tourism provider, this paper examines the development of tourism, and tourism policies, in Kanas (Xinjiang), an ethnic inhabited scenic area in north-western China which has seen visitor numbers rise from c. 800 to c. 1 million annually from 1990 to 2013. It uses the first four stages of Butler's Tourism Area Life Cycle model (TALC) as a framework, analysing governments’ role in policy-making and implementation, and the tensions and conflicts at each TALC stage. It finds that the TALC is a useful analytical framework in China, despite its command economy, and governments’ multiple roles in tourism development. The position of cultural heritage and the characteristics of the Tuva and Kazakh ethnic minority peoples in tourism in Kanas are critically examined, as is China's concept of social harmony and progress. Social harmony is compared – and contrasted – with the emerging concept of the Just Destination in destination planning and management. The minorities are found to be weak in knowledge, capital and bargaining power, but the relationships involved are complex and still evolving. The paper is one of a JOST series on China's new tourism management policies.     

Exploring Marketing Strategies for Culinary Tourism in Hong Kong and Singapore

This study focused on Hong Kong and Singapore and sought to explore culinary tourism development and marketing strategies and contents. The study also analyzed the framework of marketing strategies for developing culinary tourism from a resource-based theory perspective. The methodology primarily involved in-depth interviews with strategy planners on tourism boards and content analysis of academic documents and official publications on tourism as means for exploring marketing strategies for culinary tourism in Hong Kong and Singapore. The results showed that, although Hong Kong and Singapore do not have abundant natural resources to develop more diverse tourism experiences, they do have a diversified dietary and cultural background, and with a combination of tourism and creativity they could develop culinary tourism that is innovative, diverse and likely to attract attention. The public and private sectors could form strategic alliances to enhance the attractiveness of tourism through different marketing strategies and thereby present an image of the destination's culinary culture.     

An environmental social marketing intervention in cultural heritage tourism: a realist evaluation

ABSTRACT

Following Pawson and Tilley's principles of realist evaluation and the context–mechanism–outcome (CMO) framework, this paper conducts a process evaluation of an environmental social marketing intervention in a heritage tourism organisation. Social marketing and employee environmental interventions have received relatively scant attention in tourism. Additionally, prior literature mostly focused on the evaluation of intervention outcomes (i.e. how far the intervention produces precise targeted outcomes) and ignores the importance of process evaluation (i.e. identifying what works, for whom, under which circumstances and how, plus issues of intervention maintenance). This paper fills this literature gap using realist evaluation theory and academic perspectives, as well as via the reflections of practitioners involved in intervention design and delivery. Findings suggest that a good understanding of the tourism and organisational context (regarding the dimensions of structure, culture, agency and relations) and the use of tailored, action-focused mechanisms (for each context dimension) are critical to achieving transformational outcomes in environmental interventions in cultural heritage organisations. Based on these findings, it is concluded that the CMO is a useful framework for assessing environmental social marketing interventions in tourism (both for heritage and other tourism organisations). Implications for tourism practice and further research directions are also discussed.     

Tourism and Aldo Leopold's “cultural harvest”: creating virtuous tourists as agents of sustainability

Sustainable tourism aims to achieve a balance between the needs of tourists, the environment, local people, and businesses – a situation complicated by the numerous ethical issues at play. This paper presents an original account of the ethics of Aldo Leopold (1887–1948), a key figure in the development of modern environmental ethics, as it unfolds in his classic work, A Sand County Almanac. We argue that prior interpretations failed to incorporate Leopold's lynchpin cultural harvest idea into his larger “land ethic”, and that a proper understanding of the cultural harvest reveals how tourism and other recreational activities can drive a person's ethical development. Ultimately, the land ethic helps us protect and nurture the most precious sustainability resource: human beings that value and respect the environment. The paper will be of value to tourism scholars, to heritage interpreters, to travel journalists, to tourism marketing staff, and to tourism managers. It shows the enormous opportunities for better marketing and heritage interpretation, notes the potential value of slow tourism, and the need for opening five key areas of the cultural harvest for tourists: storytelling, learning and knowledge, beauty and aesthetic appreciation, rarity and the hunt for trophy, and signature/personality.     

Tourism strategy development and facilitation of integrative processes among brand equity,marketing and motivation

With the absence of heavy industry and pollution from intense commercial development, Kinmen is a significant source of additional value for tourism in Taiwan. This calls for in-depth studies on tourism marketing, brand equity and travel motivation in Kinmen. This study attempts to identify the important attributes of Kinmen tourism and extend the related literature on marketing strategy, brand equity and travel motivation by employing a combination of the fuzzy Delphi method (FDM), decision-making trial and evaluation laboratory (DEMATEL) and analytic network process (ANP) approaches to demonstrate the interactions and relations among critical criteria. The FDM identified the critical attributes, which were used in DEMATEL analysis to demonstrate that brand equity has direct and indirect influences on marketing strategy and travel motivation. The use of the ANP with global weighting further reveals that travel intention is the most critical element of Kinmen tourism.     

Book Review

World Heritage Sites (WHSs) are motivated by such diverse reasons as heritage celebration, alarm calls, tourism branding and marketing and place making. Irrespective of the primary motivation for their creation, WHSs are often used to develop tourism based on cultural and natural resources of international significance. Heritage conservation may or may not be in agreement with what local populations perceive as desirable development paths. We conducted a survey among the island community of Vega in Norway that received WHS status in 2004 motivated by conservation alarm, tourism marketing and place making. We examined the local population's views of the key aspects of future development and how this related to WHS status. The islanders placed high value on social and community conditions as well as heritage linked to cultural and natural resources. While a majority supported tourism based on sustainable use of heritage they also felt that WH listing should not limit development opportunities. There were differences between younger people and adults. WHS may be an effective agent of sustainable tourism development if the main goals and strategies of the WHS are clearly understood and prioritized in the local community, leave room and perhaps link to other development opportunities.     

Rock art tourism in the uKhahlamba/Drakensberg World Heritage Site: obstacles to the development of sustainable tourism

This paper focuses on rock art tourism, a highly vulnerable heritage of broad public interest, only sustainable within an effective management framework. The paper explores tourism management in South Africa's uKhahlamba-Drakensberg World Heritage Site, inscribed in 2000 for its natural landscapes and its exceptional rock art heritage. In practice, nature dominates the area's tourism and management dynamics. Current tourism patterns, markets and frequencies, together with rock art's low place within tourist agendas, are described. This situation is shown to be a legacy of European Alpine romanticism, and the political rejection of indigenous cultural heritage prior to 1994, still expressed through visitor patterns and marketing policies. Despite rock art needing tourism to valorise its conservation, and being recognised by commentators and the state as a viable route to tourism development, heritage conservation, socio-economic regeneration and cultural empowerment, the failure to reform entrenched and ineffective tourism/conservation governance and management systems is exposed. The problems affecting rock art tourism have allowed the retention of unwelcome values from South Africa's pre-democratic era, risk the loss of World Heritage site status, the destruction of globally outstanding art works and waste an important opportunity to expand and diversify sustainable tourism in South Africa.     

Gender Equity and Social Marketing: An Analysis of Tourism Advertisements

This study applies a social marketing approach to study the gender equity issue in tourism advertising. Using a geographic strata approach, vacation guides of destination marketing organizations from all the states in the United States are examined to investigate gender image representations. A total of 394 pictures are visually analyzed and coded using Goffman's framework on gender and media relations. Mixed results in terms of both blatant and subtle visual cues depicting relationships between men and women are reported. Thereafter, important implications for social marketing are drawn and a means-end quality-of-life framework is suggested.     

旅游地社会责任对旅游地品牌资产的影响——中介与调节作用机制

文章构建了旅游地社会责任、旅游地声誉、旅游地认同、旅游地品牌资产的整合性理论模型,采用结构方程模型实证分析旅游地社会责任、旅游地声誉、旅游地认同和旅游地品牌资产之间的结构关系,试图发掘旅游地社会责任对旅游地品牌资产的影响机理,并引入信任倾向作为调节变量,剖析在不同信任倾向的旅游者中,旅游地社会责任对旅游地品牌资产的影响是否存在差异。研究结果表明,旅游地社会责任直接显著正向作用于旅游地品牌资产;旅游地社会责任通过旅游地声誉和旅游地认同对旅游地品牌资产产生显著的间接作用;信任倾向对旅游地社会责任和旅游地声誉之间的关系具有正向调节作用;信任倾向对旅游地社会责任与旅游地品牌资产之间的关系具有正向调节作用。最后,提出研究结论,指出研究不足和未来研究展望。     

Ethnic Tourism and Minority Identity: Lugu Lake,Yunnan, China

Ethnic tourism has been employed as a development strategy in many minority communities where options for development are often limited. This research explores the impacts of ethnic tourism development on minority people and their identities in an ethnic community in Lugu Lake, Yunnan, China. Findings reveal that active involvement in tourism and commercialization of Mosuo cultural traditions have resulted in the consolidation of a collective Mosuo identity for economic, social and cultural purposes. Local villagers actively express their identity and re-create their dress, dances and religion to satisfy tourists' desires for authenticity. Tourism has reinforced elements of Mosuo culture, giving it new prestige in the Han-dominated society, but it has also brought numerous changes to Mosuo communities. It is argued that the preservation of minority culture and identity should be enhanced if long-term sustainable development of tourism is to occur and the evolving nature of ethnic identity is to be recognized.     

Community agency and sustainable tourism development: the case of La Fortuna,Costa Rica

Previous sustainable tourism research has called for the promotion of community-based tourism as a means of achieving sustainable development goals. Such community-based development has been noted as essential for sustainable practices because of its capacity to benefit local populations while reducing tourism's negative consequences. Nonetheless, some researchers have warned that community-based tourism, by itself, does not necessarily lead to sustainable practices. This study examines local social interactional elements necessary for the achievement of sustainable tourism practices. Such practices are attainable when certain attitudinal, organizational and/or behavioral conditions are present within a community. Using a case study methodology, this article examines the interactional elements by which residents of La Fortuna, Costa Rica, engaged in sustainable tourism practices. The study was based on the theoretical notion of the community field. It used key informant interviews and participant observation. The study shows how economic, social and environmentally sustainable practices were made possible through community agency, the construction of local relationships that increase the adaptive capacity of people within a common locality. Key factors found to enable community agency are strong intra- and extra-community interactions, open communication, participation, distributive justice and tolerance.     

Perceptions of tourism revenue sharing impacts on Volcanoes National Park,Rwanda: a Sustainable Livelihoods framework

Tourism revenue sharing (TRS) has become a popular strategy for integrated wildlife conservation and rural development in Africa. In Rwanda, 5% of tourism revenue is invested annually in communities adjacent to protected areas. However, the conservation impact of the TRS strategy has been challenged. Previous studies have revealed structural constraints of TRS, which partially explain TRS shortfalls. The TRS application is complex and needs deeper understanding of both conceptual and structural constraints. In this paper, we examine local perceptions of TRS, and use the Sustainable Livelihoods framework to conceptually understand the livelihood capability, equity and sustainability constraints of TRS at Volcanoes National Park (VNP). Results suggest that TRS has had minimal conservation impact due to acute food insecurity and limited livelihood capabilities among the poorest residents in proximity to VNP. This is exacerbated by several TRS structural constraints, such as the association membership fee requirement for TRS benefits, political influence, poor conservation linkages, and limited participation of the most socially and economically disadvantaged residents in proximity to VNP. This paper recommends restructuring of the TRS decision-making process to ensure consideration of both short-term and long-term conservation goals, wildlife conservation linkages and participation of the most economically disadvantaged residents in proximity to the park boundary.     

旅游目的地品牌资产驱动因素模型研究——以凤凰古城为例

旅游目的地品牌资产逐渐成为学界关注的焦点,值得深入研究。该文基于已有研究成果,分析旅游目的地品牌资产与品牌知名度、品牌形象、品牌质量、品牌价值、品牌忠诚的结构关系,构建旅游目的地品牌资产驱动因素结构模型。以湖南省凤凰古城为案例,采用问卷调查法获得基础数据,分析发现:旅游目的地品牌知名度、品牌形象、品牌质量通过旅游目的地品牌价值与品牌忠诚对旅游目的地品牌资产产生显著影响,证实了旅游目的地品牌资产的二阶驱动因素模型。具体来看,旅游目的地品牌形象对品牌忠诚的影响最大,而旅游目的地品牌忠诚和品牌资产关联度最大。根据研究结论得到管理启示:第一,全面认识旅游目的地品牌资产的驱动因素,综合递增旅游目的地品牌资产。第二,着力突出旅游目的地品牌资产的核心要素,注重提升旅游目的地品牌形象。第三,认真建设旅游目的地品牌资产的关键内容,致力强化旅游目的地品牌忠诚。     

少数民族山区居民对旅游影响的感知和态度--以柴埠溪国家森林公园为例

接待地居民对旅游影响的感知和态度是国内旅游学研究的一个热点.本文通过问卷调查和访谈,对柴埠溪国家森林公园的土家族山区居民对旅游影响的感知和态度进行了实证研究.结果表明,旅游对少数民族山区居民的语言、生活风俗、民族服饰有显著影响,但对其饮食习惯和地方建筑特色影响不大,旅游所产生的社会文化变迁是积极的;居民对旅游正面影响的感知明显强于对负面影响的感知;旅游对当地居民的经济影响强于旅游的社会文化影响和环境影响.最后建议通过建立健全的旅游社区参与机制来调控居民对旅游影响的感知.     

居民旅游感知实证比较研究之制度伦理分析——以世界遗产地开平碉楼与村落为例

过往旅游感知研究多停留在实证研究层面——以管理学、社会学、统计学的视角居多,而实证之后对其从制度伦理等哲学角度的反思鲜有涉及。实际上,研究旅游只在管理学或社会学层面的思考是远远不够的,许多问题还涉及目前旅游学界未给予足够关注的制度伦理。文章拟从另一视角来验证旅游发展带来制度伦理方面的诉求。通过比较两个地理位置相当、人口社会学特征相似的古村落——广东开平自力村和马降龙村的旅游影响感知及态度,发现由于旅游发展程度的不同,居民对开放社会的制度伦理诉求存在一定的差异;得出旅游发展程度越高,居民呈现出对公民社会的伦理诉求越强烈,即居民对村里的公共事务的参与意识越强,对分配公正的诉求、公共利益的关注越明显等制度伦理特征。     

How to win the consumer’s heart? Exploring appraisal determinants of consumer pre-consumption emotions

Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively influence consumer affect-driven consumption behavior. However, research on the determinants of pre-consumption emotions remains under-explored. This study aims to fill the research gap and proposes a theoretical framework to explain affect-driven behavior. Grounded on the cognitive appraisal theory of emotions, we hypothesize that marketing stimuli are personally appraised based on several dimensions such as novelty and goal relevance. These appraisal dimensions determine the elicitation of positive emotions, leading to behavioral intentions. A total of 655 participants were recruited for an empirical study to test this framework in the context of a tourism event experience. We use an experimental research design to examine consumer appraisals, emotions and behavioral intentions in four conditions: two marketing visual formats (poster vs. video) over two delivery channels (advertising vs. e-word-of-mouth). Research outcomes support the theoretical framework of consumer affect-driven behavior, suggesting that the elicitation of positive emotions beneficially guides consumer behavior in goal striving and novelty seeking. Based on this, emotion-focused marketing implications are recommended, including goal-based segmentation, goal-relevant content development and the use of eWOM as an emotion-enhancing message delivery channel.     

Tourists’ perceptions of ethnic tourism in Lugu Lake,Yunnan, China

This paper examines tourists’ perceptions of ethnic tourism and satisfaction with their experiences based upon empirical research conducted in 2009 in Lugu Lake, Yunnan, China. The quest for romance and exoticism has inspired mass Han Chinese visits to the lake area. The tranquility of the lake and unique minority culture impress many urbanites and satisfy their nostalgia for the untouched, the simple, and the natural. Most tourists are satisfied with their overall experience and appreciate a packaged version of minority culture and tradition. However, a small number of visitors were disappointed about the commercial setting, inadequate tourist facilities, poor service, and limited tourism programs. Many tourists are concerned about cultural change and the loss of traditional customs. It is argued that maintaining authenticity and cultural integrity is essential for sustainable ethnic tourism development. Diverse and high-quality ethnic products should be developed to suit the different needs of the various types of tourists.     

从生活世界到旅游世界:心境的跨越

借用生活世界和旅游世界两个概念,本文对旅游体验发生的特殊情境进行探讨,旨在建立一个解释旅游体验的理论框架。文章认为旅游世界的生成,并非它的物质性,而在于主体视角的转换。正因旅游者使用另一种视角看待他者的生活世界,所以他者眼中的生活世界才得以获取旅游世界的地位。这种视角的转换本质上是心境的转换,从而使得旅游者进入了另一种生存方式和生存状态。旅游世界为心境的转换提供了外部空间和条件,从而取得了特殊生存空间的地位。因此,旅游世界独特之处不在于其客观的构成要素,而在于旅游者主观的心境,即旅游者处于一种心游状态。正是这种心游状态,使得旅游世界呈现出情感主导、回归本我、自成目标等不同于生活世界的特点。     

A Comparative Study of the Motivations,Activities, Overall Satisfaction,and Post-Trip Behaviors of International Tourists in Macau: Mainland Chinese,Hongkongese, Taiwanese,and Westerners

Cross-cultural differences are a vital issue in international tourism; the success of international tourism marketing strategies depends upon understanding tourists from different cultures and regions. To understand the diverse and lively Macau international tourism market, this study explored the cross-cultural differences in push and pull motivations, participating activities, and overall satisfaction level of traveling to Macau for four international tourist groups: Mainland Chinese, Hongkongese, Taiwanese, and Western. Using exploratory factor analysis, this study identified three push (knowledge and fun, relaxation and escape, and shopping and nightlife) and four pull motivation factors (exciting and relaxing atmosphere, local and cultural resources, gambling and entertainment, and famous destination). The results indicated that significant differences among the four tourist groups were found in the characteristics, motivations, activities, overall satisfaction, and post-trip behaviors. These findings will assist the development of promotional strategies and better communication that acknowledge cultural differences.