Diverse socializing patterns in rural tourist experiences – a segmentation analysis

Tourism is a social phenomenon and host–guest interaction has been identified as particularly relevant in the rural tourism experience. This paper extends previous research on social interaction, rural tourism and experience marketing, by analysing, via visitor survey (N?=?819), the contacts that visitors of three Portuguese villages establish with (a) residents and (b) other visitors during their stay. A cluster analysis based on interaction patterns identifies three distinct visitor groups: those showing little interest in interaction with others, those mainly interacting with other visitors and those intensely interacting with residents. Significant differences between segments reveal distinctly lived rural tourism experiences and a positive impact of socializing on these experiences. Destination management and marketing implications as well as suggestions for future research are also presented.     

Towards a Framework for Food Tourism as an Element of Destination Marketing

Local and regional food holds great potential to contribute to sustainable competitiveness in a destination. An analysis of the literature and promotional material of South African and key international destinations, however, indicate that the contribution of food to sustainable tourism and the marketing of destinations has received very little attention globally, as well as in South Africa. A framework and guidelines for developing and implementing food tourism could enable destination marketers and entrepreneurs to optimise the tourism potential of local and regional food. To this end a food tourism destination-marketing framework was conceptualised, which was based on the findings of a South African situation analysis and international trends and best practices. The South African situation analysis entailed an empirical investigation among regional and provincial destination marketing organisations to determine the current status and future potential and food tourism initiatives as a key component of destination marketing in South Africa. To support the food tourism destination marketing framework, two key tools were developed, namely TOURPAT (a tourism and culinary atlas linked to a geospatial database) and PAT (a product potential and attractiveness tool). The framework and tools were tested in a South African destination and provided the stakeholders with mechanisms to develop and implement food tourism. This paper outlines the key components and an evaluation of the framework and tools that have been developed. Guidelines and recommendations for the development, packaging and marketing of local and regional foods are postulated. Proposals for future research are also outlined.     

Giving voice to heritage tourists: indicators of quality for a sustainable heritage experience at Petra,Jordan

ABSTRACT

The tourist experience should be placed at the heart of management and planning process to achieve the goal of sustainable heritage tourism. The concept of indicators and standards of quality, which emerged in the field of natural resources and outdoor recreation management as a conceptual framework for understanding visitors’ experiences, has been widely applied in nature-based parks rather than cultural heritage sites. This study applies the concept of indicators to heritage experience at Petra Archaeological Park in Jordan. Qualitative interviews were conducted with 29 tourists to understand the tourist experience at the park, and to formulate indicators of the tourism experience. Results suggest that cultural and natural scenic value, crowding, attractions accessibility, vendor persistence, and odor of animals waste are potential indicators for the tourism experience at the park. Related management implications and recommendations are also discussed.     

Co-creation of tourist experiences: a literature review

This paper reviews the literature concerning co-creation of tourism experiences. It analyses the theoretical underpinnings of co-creation and discusses key dimensions of the concept from the tourist's perspective, highlighting the importance of active participation and interaction. The aim is to propose a psychology-focused definition of on-site co-creation tourism experience on which to base a conceptual framework relating important constructs. Opportunities for future empirical research in this area are suggested.     

Conceptualising Customer‐to‐customer Value Co‐creation in Tourism

The notion that tourists actively co‐create value with organisations is increasingly acknowledged in tourism marketing. Yet, not much is known about the processes in play when customers co‐create value with each other. This conceptual paper offers a theoretical basis for the study of customer‐to‐customer co‐creation in tourism contexts, while debating the epistemological assumptions of value‐related research in tourism. Proposed conceptual framework posits that value is socially constructed and embedded in tourists' social practices. Copyright © 2014 John Wiley & Sons, Ltd.     

‘Personal memory tourism’ and a wider exploration of the tourism−memory nexus

This paper investigates the varied intersections between tourism and memory. It begins with a brief consideration of the parallel developments between the emergence of the ‘memory boom’ and that of the ‘tourism boom’, as well as the academic fields of memory studies and tourism studies, respectively. Memory is a crucial factor in choosing a destination; it impacts on the tourist experience at the destination and on the sharing of the experience with others after the trip, notably through narration, photography, and memory objects, such as souvenirs. Both memory and tourism rely on media and representation and on audience and consumption; both are allied with processes of identity formation. It is argued that tourism drives the memory boom as much as memory drives tourism. Bartoletti's [(2010). “Memory tourism” and the commodification of Nostalgia. In P. Burns, C. Palmer, & J.-A. Lester (Eds.), Tourism and visual culture (pp. 23–42), Vol. 1. Wallingford: CABI] conceptualization of ‘memory tourism’ as overlapping but distinct from ‘heritage tourism’ and Timothy's [(1997). Tourism and the personal heritage experience. Annals of Tourism Research, 24(3), 751–754] concept of ‘personal heritage tourism’ are discussed as foundations for what is then defined as ‘personal memory tourism’. The latter revolves around travel associated with personal memories – not only the revisiting of places associated with happy memories, but also the return to sites of personal trauma and suffering in a quest for healing.     

Collaborative marketing for the sustainable development of community-based tourism enterprises: a reconciliation of diverse perspectives

ABSTRACT

Collaborative marketing for the sustainable development of community-based tourism enterprises (CBTEs) is subject to diverse stakeholder perspectives and a complex mix of factors determining collaboration success. This research investigates a framework supporting stakeholder collaborations in marketing CBTEs for sustainable development. The proposed framework is an outcome of the process of reconciling divergent perspectives in CBTE collaborative marketing using a knowledge co-production approach. Particularly, knowledge interactions between researchers and research participants to achieve a synthesis of perspectives in developing a collaborative marketing approach for the sustainable development of CBTEs in Vietnam were investigated. The knowledge interaction occurred in the form of a workshop that included 15 CBTE stakeholders and the first author and was undertaken in the village of Triem Tay (Vietnam). Through the workshop, a collaborative marketing framework for CBTE sustainability was identified. The framework stated the reasons for the divergence of perspectives on CBTE collaborative marketing for sustainable development: limited understanding of involved stakeholders; individuality in collective efforts; stakeholder self-righteousness; and contextual factors. Accordingly, the framework identified four attributes supporting stakeholders collaborations in marketing CBTEs for sustainable development: improved and right-directed perspectives of CBTE stakeholders; a set of rules governing stakeholder interventions; government involvement in CBTE collaborative marketing in the roles of an inspirer and an arbitrator; and the transformation from successful tour operators to social entrepreneurship to facilitate CBTE collaborative marketing. The contribution of this study lies in the potential of a knowledge co-production approach to be utilised in collaborative works involving multiple perspectives. Additionally, the study provides insights into the discussion of community-based tourism collaboration.     

Profiling the Heritage Experience in Macao's Historic Center

This paper applies Pine and Gilmore's four realms of experience – Esthetic, Escapism, Entertainment and Education – to investigate Macao's Historic Center in terms of the experience value attached to different heritage sites by tourists, with implications for understanding the experience profile of heritage tourism sites in general. The research is based on a survey of 700 tourists. Dominant experience profiles for the sites, which differ from that of the Historic Center as a whole, are identified and discussed, as are the implications of specific synergies identified between different dimensions of the experience of these heritage sites. Copyright © 2015 John Wiley & Sons, Ltd.     

Enhancing art gallery visitors’ learning experience using wearable augmented reality: generic learning outcomes perspective

The potential of Information and Communication Technology-enhanced visitor learning experience is increasing with the advancement of new and emerging technologies in art gallery settings. However, studies on the visitor learning experience using wearable devices, and in particular, those investigating the effects of wearable augmented reality on the learning experience within cultural heritage tourism attractions are limited. Using the generic learning outcomes framework, this study aims to assess how the wearable augmented reality application enhances visitor’s learning experiences. Forty-four volunteers who were visiting an art gallery were divided into two groups, an experimental group and a control group. Following their visit to the gallery, the volunteers, who had and had not used wearable computing equipment, were interviewed, and the data were analysed using thematic analysis. Findings revealed that the wearable augmented reality application helps visitors to see connections between paintings and personalize their learning experience. However, there are some drawbacks such as lack of visitor–visitor engagement and the social acceptability.     

Motivational determinates of creative tourism: a case study of Albergue art space in Macau

ABSTRACT

Creative tourism is a new genre of tourism eliciting active tourist participation in learning and experiences. This study explores tourists’ motivations for participating in creative activities, as well as their perceptions of authenticity following a visit to the Albergue Art Space located in Macau, SAR, China. Empirical results indicate that vernacular heritage, service quality and participatory experience are key determinates for developing creative tourism. Sightseeing, social contact, self-improvement and escape emerge as primary motivations for participating in creative activities. In addition, tourist perceptions of authenticity in the context of creative tourism encompass objective and existential components. This study proposes to incorporate aspects of participatory experience into creative tourism products.     

Tourism and social capital in Malaysia

This article explores the relationship between social capital and tourism in Malaysia. Social capital is a concept that has received particular attention within the social sciences. Despite this, scholars have relatively neglected whether and how tourism contributes to enhance levels of social capital. This is particularly true if non-Western societies, such as Malaysia, are referred to. Malaysia is a plural society that consists of three main ethnic groups, namely Malays, Chinese, and Indians. Considering the country's diverse socio-cultural fabric, social capital is a highly debated topic in Malaysia. Yet, there exists a paucity of data on how specific social practices, such as tourism, strengthen social relationships within Malaysian society. In an attempt to fill this gap, in-depth interviews were conducted with 22 Malaysians from the three main ethnic groups. The findings reveal that tourism is an experience that creates and strengthens social relationships among people irrespective of ethnic background. Overall, this article's contribution to our knowledge is twofold. First, the work on which this article is based contributes to the ongoing debate concerning the nature and meaning of tourism and post-tourism experiences. Second, it provides empirical material on non-Western tourists, who have been relatively neglected by tourism scholars.     

The potential of anime for destination marketing: fantasies,otaku, and the kidult segment

While a substantial body of literature exists on film tourism, there is a lack of research attention bridging the potential of Japanese anime on real-world destination marketing. The implications of anime tourism can extend far beyond geographic boundary as the worldwide anime market is diversifying, providing novel opportunities for destination marketing organizations in other countries. To address this research gap, this paper first defines anime versus animated films to clarify the definition of anime for the tourism literature, and then draws out theoretical differences between the two types of entertainment within a cinematic perspective to highlight their conceptual boundaries across place, protagonist, and production. This paper suggests that the ways in which these three aspects are manifested in anime versus films are very different: anime settings are more fantasy-orientated than most films; viewers develop their self-identity (i.e. as an ‘otaku’) during childhood and adolescence; and anime productions can be extended with new series to create more enduring engagement to develop the kidult segment. This paper contributes to the literature by connecting the aforementioned cinematic aspects as a basis for elaboration of how differences among the three dimensions could be directly related to potential destination marketing activities.     

Exploring the Implications of Virtual Reality Technology in Tourism Marketing: An Integrated Research Framework

The proliferation of the Internet and other technological innovations has transformed the structure of the tourism industry as well as affected how tourism destinations are perceived and consumed. The 3D virtual world provides opportunities for destination marketing organizations to communicate with targeted markets by offering a rich environment for potential visitors to explore tourism destinations. However, as of yet, there is little understanding about how to effectively market tourism destinations to virtual world participants who are technology users as well as potential consumers. The purpose of the present study is to develop a research framework that integrates the technology acceptance model (TAM) and self‐determination theory to understand how tourists use a 3D virtual world. Primary data were obtained for this study through self‐administered Web questionnaires. The data were conducted in a laboratory setting with 186 participants. This study contributes to the empirical TAM literature by applying the model to a 3D virtual tourism site. Additionally, this study provides a research framework to capture the entertainment nature of a 3D virtual world by extending the TAM to incorporate psychological elements of self‐determination theory to understand consumer experience. From the perspective of tourism professionals, this study contributes to an understanding of how best to construct informative and interactive tourist destinations in 3D virtual worlds to attract potential online and real‐world tourists. Copyright © 2015 John Wiley & Sons, Ltd.     

Big data in smart tourism: challenges,issues and opportunities

In the era of digital transformation, Big Data have assumed a crucial role in changing the global travel and providing significant challenges and opportunities for established companies, as well as new entrants into the tourism industry. All these companies can get valuable information on Big Data for predicting tourist demand, enabling better decision-making, managing knowledge flows and interaction with customers, and providing the best service in a more efficient and effective way. This can result in improved productivity, increased customer satisfaction, personalized marketing campaigns, and more efficient operations. However, open research issues about the role of Big Data in the tourism industry can be still recognized. With these premises, this Editorial aims to present the articles included in the special issue of Current Issues in Tourism titled ‘Big data in smart tourism: challenges, issues and opportunities’, which has called for research contributing to the recent debates on the implications and challenges of the adoption of Big Data to improve the competitiveness of tourism destinations and companies. Main topics considered by the accepted articles include a literature review proposing a novel theoretical investigative frameworks, metrics and critical dimensions, and empirical investigations of the use of Big Data in different tourism contexts.     

Stakeholder Network Integrated Analysis: The Specific Case of Rural Tourism in the Portuguese Peneda‐Gerês National Park

This study addresses the structure, nature and composition of stakeholder networks related to rural tourism in a Portuguese National Park (Peneda‐Gerês National Park). In particular, it examines their interactions along the following dimensions: marketing information (marketing exchanges such as flyers, tourism information and information on specific events), administrative resources (logistic and technical support), human resources (allocation of human resources), training (training of local stakeholders in the area of promotion) and financial resources (financial support). In terms of methodology, it uses both qualitative and quantitative techniques. The analysis of the type and nature of interactions among different stakeholders within a specific rural tourism destination is the main focus of this study. Among these, the marketing information network shows both a high number of connections and high centrality indices, which may indicate that there is a significant share of information about common projects, products and services among stakeholders. In contrast, the training network evidenced the opposite behavior pattern. The study also contributes to a better understanding of how different local stakeholders are positioned in a complex structure of interactions that are critical in providing useful directions to maximize potential opportunities that may contribute to promote rural tourism and local development efficiently. Several limitations and implications are offered in the final section. Copyright © 2014 John Wiley & Sons, Ltd.     

Exploring the on-site experience of slow tourists from an embodied practice perspective

The rise of slow tourism reflects tourists' high-quality needs under the accelerated pace of contemporary life. However, the on-site slow tourism experience remains underexplored despite its importance to both tourists and destinations. This study aims to explore how on-site experiences are created and identifies the features of the on-site experiences of slow tourism. From the perspective of embodied practice, the study finds that two patterns, slow-moving-and-pausing in the context of the local landscape environment and consuming-and-engaging in the context of local life and culture, account for the slow-tourist-oriented individuals creating their autotelic tourism experiences. Intra-personal and inter-personal experiences are found in the two different patterns that indicate the existential experience is, in essence, the slow tourists' emotional quest. Further, this study argues that slow tourism can be seen as an extension or intensification of daily routine experience.     

Place Attachment and Tourism Marketing: Investigating International Tourists in Singapore

The notion of place attachment has been evidenced impactful on enhancing the performance of tourism marketing. However, the theoretical development of place attachment characterizes obvious diversities. The current study integrates and reconfigures these diversities to propose the Strategic Management of Place Attachment model. According to the model, a comprehensive attachment‐nurturing foundation is constituted by holistic tourist experience, which contains emotional pleasure, cognitive stimulation, psychological growth, self‐expressiveness and communal awareness. Place attachment, nurtured upon such foundation, converts into a powerful driver of the tourist's revisit behavior. Noteworthy insights and implications are provided to put the notion of place attachment to best use for tourism marketing. Copyright © 2011 John Wiley & Sons, Ltd.     

Cultural tourism behaviour and preferences among the live‐performing arts audience: an application of the univorous–omnivorous framework

This study uses the omnivorous–univorous theoretical framework of the arts marketing studies to identify relationships between the live‐performing arts and cultural tourism behaviours and preferences. Patrons of a major performing arts centre were segmented in three groups — sporadic, univores and omnivores — and examined regarding their cultural tourism behaviours and preferences. Statistical analysis revealed significant differences among groups in terms of demographic characteristics, art and culture consumption and cultural tourism behaviour and preferences. Study results add to the body of knowledge of tourism, suggesting that the culture omnivorous consumption behaviour reported in art marketing studies is also relevant to cultural tourism. Results suggest the existence of omnivorous cultural tourists seeking a wide variety of cultural products and experiences. The identification of a group of individuals with little interest and consumption of culture, including cultural travel destinations, also emerges from this study. Copyright © 2009 John Wiley & Sons, Ltd.     

Film-induced tourist motivations. The case of Seville (Spain)

Tourists' attraction to filmed sites has increased destination marketing organisations (DMOs) interest in film-induced tourism. Seville, Spain, has been the setting of many national and international film productions. Film tourism research has focused on impacts, travel preferences and destination choice, but there is a lack of research on motivations of film tourism. As a consequence, DMO actions in film tourism are often developed ad hoc, in an unplanned and opportunistic way without understanding the phenomenon. This research tries to fill this gap by focusing on film tourism in Seville in order to identify film tourists' motivations. Results identify film tourism activity and find five motivations of the film-induced tourist in Seville: film site experiences, fantasy, novelty, touring the film and personal film-location connection. Results show films add something valuable to destination experience (as a secondary or tertiary attraction). Destination managers should consider novelty factor as an element to enhance tourist experience, especially for non-European ones as well as for female tourists and tourist above 25 years, to motivate a slightly positive site experience.     

From vehicle suppliers to value co-creators: the evolving role of Italian motorhome manufacturers

Recreational vehicle (RV) manufacturers have traditionally been viewed as having no direct effect on caravanning experiences beyond their role as the suppliers of the vehicles. Drawing on the theoretical approach known as service-dominant logic, this paper suggests that RV manufacturers play an active role in the co-creation of tourism experiences. This study adopted the framework developed by Storbacka, K., Brodie, R. J., P., Böhmann, T., Maglio P. P., & Nenonen, S. [(2016). Actor engagement as a microfoundation for value co-creation. Journal of Business Research, 69(1), 3008–3017] that considers engagement as a microfoundation of value co-creation to investigate value co-creation in this context. A template analysis of the data collected from in-depth interviews with all Italian motorhome manufacturers revealed themes relating to five issues: engaging actors, engaging platforms, actors’ dispositions, engagement properties and resource integration patterns. The theoretical and managerial implications of these findings are discussed.