旅游宣传片的说服效应——基于危机情境的纵向跟踪实验研究

旅游宣传片是旅游目的地危机管理的重要营销工具,目前关于旅游宣传片说服效应的纵向跟踪研究缺乏。文章基于巴厘岛阿贡火山连续爆发事件,采用情境实验法探究不同类型旅游宣传片对潜在市场群体的说服效应。研究发现:全景综述型旅游宣传片的短期说服效应更好,危机主题导向型旅游宣传片的长期说服效应更好。在短期说服效应上,全景综述型旅游宣传片正向显著影响认知形象中的自然环境、娱乐活动、宗教氛围、旅游基础设施、感知安全、情感形象和行为意愿;危机主题导向型旅游宣传片正向显著影响认知形象中的宗教氛围、感知安全、情感形象和行为意愿。在长期说服效应上,危机主题导向型旅游宣传片正向显著影响认知形象中的宗教氛围、感知安全和行为意愿;全景综述型旅游宣传片正向显著影响认知形象中的宗教氛围和感知安全。文章为进一步了解旅游宣传片说服效应的时间效度提供了理论依据,也为危机情境中旅游目的地营销组织在旅游宣传片的营销与建设上提供了实践指导。     

Hospitality and tourism marketing: recent developments in research and future directions

This study reviews marketing research published in selected hospitality and tourism journals for the period of 2002–2003. The review includes summaries of research topics, industry applications, and methods of study design and data analyses. Significant topical research trends are identified and discussed to raise issues for future research. Included also are the industry-specific current trends and issues that dictate immediate research attention. The gaps between hospitality and tourism marketing research and industry's research needs are addressed to encourage additional research on neglected topics. The study concludes with general suggestions for future hospitality and tourism marketing research.     

国外旅游目的地营销研究综述

本文对国外旅游目的地营销研究进行综述.近10年来国外研究主要涉及旅游目的地形象、旅游目的地营销组织、旅游目的地促销、信息技术与目的地营销4大方面.文章在简要评述我国旅游目的地营销研究现状的基础上,结合国外研究情况,认为强化实证研究及定量分析、旅游目的地品牌及定位研究、旅游目的地营销组织、信息技术的促进作用和旅游目的地营销绩效评价应是我国近期旅游目的地营销研究的主要方向.     

Tourism and representation: a scale for measuring gendered portrayals

This paper analyses the nature of the images of women and men represented in tourism marketing and discusses the wider socio-cultural impact of such imagery. It begins by briefly discussing the gendered nature of tourism experiences and then reviews work on tourism, gender and representation. The paper's substantive contribution to tourism gender research, however, is its adaptation and development of a content analysis technique which facilitates the quantitative analysis of gender representations. A case study of a range of UK tour operators' brochures is presented which confirms that tourism representation relies heavily on the use of women as sexualized product adornments. The value and limitations of the content analysis research tool are discussed, as is its further applicability as a measurement of representations in tourism marketing.     

Locating Muslimah in the travel and tourism research

Female Muslims have commonly been stereotyped as a subordinate group. However, their tourism participations have evolved through time that recently, it became a niche tourism segment of its own. Through reviewing existing literature, this study provides a comprehensive analysis and interpretation on the phenomenon of female Muslim travel/tourism. Common research domains were: ‘Choice of travel companion(s)’, ‘Issue of gender subordination’, ‘Gendered identity and religious stereotypes’ and ‘Factors facilitating travel’. This study asserted that female Muslims' perceptions and experiences of travel/tourism are majorly impacted by their religious and gendered identities. The literature appraisal also demonstrated scholarship progressions by analyzing and discussing research approaches taken by existing studies. Ultimately, it drew insights on research gaps and future research directions.     

Does a Food-themed TV Drama Affect Perceptions of National Image and Intention to Visit a Country? An Empirical Study of Korea TV Drama

A Korean TV drama series (Daejanggeum), with a story line focusing on Korean food, was exported to over 50 countries resulting in a surprisingly popular mega-hit. The popularity of this TV drama, transcended across countries and cultural boundaries, has brought an enhancement to the national image of Korea or national brand, and led to a surge in sales of Korean industrial products, as well as an increased interest in Korean tourism resources. This study attempted to empirically investigate the effects of the TV drama series on the national image and intention to visit Korea as perceived by Chinese diners. Interestingly, the “peculiarity of Korean culture” was a main reason for preferring Korean cuisine, which positively affected the perception of the national image and the intention to visit Korea to partake in food tourism. Further, this study suggests that future studies are needed to compare the results of this research according to national, ethnic, regional, or religious boundaries. The comparison of other ethnic groups will be helpful for establishing different marketing strategies according to the different cohorts with different consumption patterns.     

Visitors with their ‘Backs to the archaeology’: religious tourism and archaeology

This paper presents a conceptual analysis of the crossover between religious tourism and archaeology. It begins with a clarification of what religious tourism is and continues to consider the link between archaeological sites, religious heritage and religious tourism. It then moves on to a supply-focused typology of sites and a typology of visitors according to their characteristics. It also discusses the primary conflicts existing today between archaeology and religious tourism. In light of this discussion, it concludes with thoughts on possible future research needs. The paper conceptualized the multiple relationships between religious tourism and religious archaeology. Archaeological remains that also serve as attractions for religious tourism appear to have unique characteristics, the understanding of which is important for long-term planning and development that will take into consideration archaeological, religious, political, and tourism needs. A better understanding of these contexts may also ultimately contribute to our understanding of the development versus conservation arguments facing archaeological areas.     

Services Research in Destination Marketing

Abstract

This paper examines the past performance of, and future prospects for, services marketing research into tourism destination marketing and management. While service delivery by individual enterprises is important, the fundamental products of the industry are destination experiences that incorporate commercial tourism services as well as non-commercial activities and interactions. For this reason, the paper focuses on tourism destinations rather than the individual enterprises that deliver services to tourists at destinations. The paper identifies areas that have attracted a concentration of research effort to date. The principal objective of the paper, however, is to identify services research issues deserving greater attention by service researchers in general and tourism researchers in particular.     

Halal tourism,is it really Halal?

The study of religion has attracted interest and considerable attention from researchers and practitioners as a result of wanting to know more about religions (such as Islam) and religiosity. However, regardless of the importance of religious studies, religious tourism is still very much under-represented in the literature. In fact, it is distressing to find that little is known about religious tourism in many developed and developing economies. Meanwhile, Islamic tourism (or Halal tourism) is deeply rooted within the Islamic Shari'ah as every Muslim is required to travel for many reasons, some directly related to Islamic Shari'ah itself (e.g. Hajj and Umrah) while many travel for education, medical treatment, and knowledge acquisition, etc. This paper examines the concept of Halal tourism (as a subcategory of religious tourism), its roots, principles and most importantly answers the questions: is Halal tourism really Halal? Is Halal tourism only for Muslim families who abide by Islamic Shari'ah rules? Should it be Halal tourism or Islamic tourism? Is Halal tourism only about Islamic countries or it is also important for other countries? What are the impacts of non-compliance to Halal principles on hotels (and other tourism organisations) performance?     

The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer

This paper addresses calls for more detailed studies of small tourism enterprises. Researchers report a lack of adoption and ineffective utilisation of digital technologies in smaller tourism businesses. The study focuses on two university-facilitated projects of digital marketing adoption and utilisation by 53 small and medium sized tourism businesses in the South of England. The framework for this study was driven by Modes of Knowledge Transference and Technology-In-Practice. The findings describe peer-to-peer knowledge acquisition and sharing that take place in university-led projects and suggests that a combination of Mode 1 and Mode 2 knowledge helps entrepreneurs to advance their digital marketing knowledge. Peer-to-peer clusters are an effective means of placing digital marketing knowledge and technology in the context of small and medium tourism business practice. The paper provides implications for destination marketing organisations and policymakers and suggestions for future avenues of research are offered.     

Religious heritage and emerging tourism in the Republic of Georgia

This brief research note describes the current situation regarding religiously based heritage tourism and pilgrimage in Georgia. Heritage in Georgia is almost synonymous with religious heritage. Few countries in the world possess such an intensity of built religious patrimony in a small territory as the foundations of their heritage tourism sector as Georgia does. Georgia is already an increasingly popular destination, but owing to its important religious history, the multitude of ancient churches and holy relics at home there, and the inseparable mix of religious and natural heritagescapes, the country has the potential to develop further in three areas of heritage tourism: domestic pilgrimage; international pilgrimage among Orthodox Christians from Eastern Europe and countries of the former USSR; and non-religious cultural tourists from all over the world.     

The Tourism System Research Categorization Framework

This analysis produced a tourism system research categorization framework comprising mutually exclusive subject areas to classify the keywords in academic journal articles. The primary research goals were to develop this framework and then assess the frequency levels of specific tourism research subject areas in the 10-year period of 2002–2011. A database of 37,918 author-selected keywords from 9,588 research articles in 31 tourism, hospitality, and leisure journals was created. Using the proposed framework, the database was divided into six main categories (destination; demand; travel; marketing; geographical areas; and generic terms) and 61 sub-categories. The destination category captured the most keywords, followed by demand and then marketing.     

Halal tourism: Concepts,practises, challenges and future

Tourism recognizes the growing interest in Halal tourism from both the perspectives of industry and research. Halal tourism can be summarized by any object or action which is permissible to use or engage in tourism industry, according to Islamic teachings. Therefore, the success of developing and marketing Halal tourism destination must be guided by the adoption of Islamic teachings and principles in all aspects of tourism activities. This paper explores the concept of Halal tourism along with the components which constitute the industry. It provides worldwide examples of some of the current best practises. The opportunities and challenges in developing and marketing Halal tourism are also discussed.     

Vulnerable populations with psychological disorders in tourism: Methodological challenges and recommended solutions for empirical research

Vulnerable groups, including travel-eligible tourists with medical conditions (e.g., early- and mid-stage dementia), represent an emerging niche market in the tourism industry that has been largely overlooked in the tourism literature. By identifying and addressing the challenges of conducting empirical research for this population, unreliable and misrepresentative data (and resulting imprudent recommendations) can be avoided. Given that tourism-based interventions may provide a new avenue for patient-oriented treatments, rigorous methodological guidelines are needed to advance knowledge in this interdisciplinary area. This paper provides insights into the potential challenges of empirical research involving tourists with psychological disorders. Collecting primary data from target participants requires preparation and deliberate contemplation when identifying and recruiting travel-eligible tourists. Solutions such as clear recruitment criteria, randomized controlled trials, and integrated health research approaches are recommended. Resultant studies on exposure and outcomes can inform tourism management and marketing strategies regarding these populations.     

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.     

Aspects of service-dominant logic and its implications for tourism management: Examples from the hotel industry

This paper introduces the concept of service-dominant logic as a research paradigm in marketing management. It does so in the context of tourism management’s need to engage with wider debates within the mainstream management literature. Moreover it demonstrates the importance of service-dominant logic in uncovering the role played by co-production and co-creation in the tourism industry. These ideas are developed in detail through a case study of the UK hotel industry that draws on new empirical research undertaken by the authors.     

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.     

Pilgrimage and religious tourism in Islam

In recent years scholars have engaged with explorations that tried to account for the pilgrimage vs. tourism conundrum. Among the ideas that emerged was defining an integrative category under the heading of religious tourism. This paper makes the argument that from a purely religious perspective pilgrimage in Islam is nothing but the one mentioned in the Quran; namely the Hajj. Therefore, it is argued, that all other religious Muslim motivated journeys constitute a different category which may be termed; religious tourism. By reframing and reconceptualizing Muslim pilgrimage which is ‘beyond the officially sacred’ as religious tourism the paper accounts for a plethora of religious voyages and the entire spectrum of Muslim religious voyages.