Profiling the segments of senior tourists throughout motivation and travel characteristics

Interest in tourism market segmentation of seniors has been increasing in recent years as the tourism industry has begun to be aware of their importance for the sector. This is a very heterogeneous group, with greater purchasing power and lifestyle-oriented entertainment and enjoyment of leisure time by performing travel than previous generations. This study strives to contribute towards the hitherto scarce research on segmentation in senior tourism. Specifically, this work aims to determine the existence of various profiles of senior tourism by means of using socio-demographic variables, motivation and characteristics of travel of seniors. For this, two complementary analysis techniques, the nonlinear canonical correlation (OVERALS) and a two-stage cluster analysis, were used. Five market segments were identified according to the behavioural variables analysed that allow marketers to target this group in the most convenient manner and to exploit new market opportunities.     

Determinants of attractiveness for a seniors-friendly destination: a hierarchical approach

This study explored the factors that determine the tourism attractiveness of a seniors-friendly destination drawing upon an expert panel. A list of 20 destination-specific attributes was generated through a literature review and was then classified, using the ‘4 As’ of tourism destination management practice: Attractions, Access, Amenities, and Ancillary Services. The results identified the essential components of a seniors-friendly tourism destination as barrier-free public transportation facilities, barrier-free accommodation facilities, variety of seniors-only accommodation options, barrier-free facilities along customized travel routes, and variety of public transport options. While accessibility and amenities constitute important and/or essential experiential components in a seniors-friendly destination, complementary services and tourism resources also contribute to tourism attractiveness. It is concluded that the ability of a destination to accommodate the special needs of senior travellers could be further enhanced by extending the availability and variety of both lodging- and transport-related barrier-free facilities and services. From a scholarly perspective, the study reinforces the need to address the desire amongst seniors in general for a sense of freedom and mobility, and the reality that a substantial subgroup have needs that merit special provision.     

The potential of management networks in the innovation and competitiveness of rural tourism: a case study on the Valle del Jerte (Spain)

Since the 1980s, rural tourism has witnessed a significant and generalised growth among the European Union members. However, from the perspective of business management, rural tourism suffers from several obstacles that complicates its competitiveness as a tourism product. By focusing on the Valle del Jerte (Extremadura, Spain) case study, this study analyses a rural tourism business network, from the social network analysis perspective, to critically discuss its potential as a structure that enhances competitiveness and innovation. The results demonstrate that these networking structures contribute towards the creation of a cohesive destination, whereby the sharing of resources enables innovative local responses to the global market challenges.     

Institutional Factors Influencing the Size and Structure of Tourism: Comparing Dalarna (Sweden) and Maine (USA)

This paper explains why neither Maine, USA's comparatively laissez faire economic and land use institutions, nor Dalarna, Sweden's more heavily regulated economy, seems well designed to make tourism a powerful economic development engine. The paper focuses on three clusters of institutions that have a major influence on tourism's scale, economic structure, and long-term sustainability. Labour laws and labour market institutions are important determinants of tourism employment, job quality, product mix, production methods, and regional competitiveness. Land ownership and property rights influence both the incentives facing landowners, tourists, and tourism businesses and stresses on ecosystem carrying capacity. Commodity taxes affect the absolute and relative prices of various tourist services and, via feedback effects on demand, influence tourism's aggregate scale, activity mix and transportation/location patterns. The paper employs institutional contrasts between Dalarna and Maine to frame hypotheses that will guide a larger comparative study of sustainable tourism in forest regions. Perhaps most controversially, we hypothesise that Sweden's venerable right of common access (allemansrätten), as currently implemented, impedes sustainable tourism development. An appendix sketches the current state of tourism in the two regions.     

Collaborative governance for low-carbon tourism: climate change initiatives by Australian tourism agencies

The Australian tourism industry is vulnerable to the impacts of climate change on natural areas and the destination choices of long-haul travellers concerned about carbon emissions. A National Tourism and Climate Change Taskforce was established in 2007; with a national action plan for Tourism and Climate Change produced in 2008. Implementing these climate change actions requires new partnerships between tourism agencies, business programmes, carbon consultants, and offset providers. This paper assesses collaborative governance of climate change in Australian tourism, with a focus on low-carbon initiatives promoted to tourism operators by state and territory government tourism agencies. The paper compares the climate change initiatives of these tourism agencies based on six key dimensions of governance including: accountability, transparency, involvement, structure, effectiveness, and power [Ruhanen, L., Scott, N., Ritchie, B., & Tkaczynski, A. (2010). Governance: A review and synthesis of the literature. Tourism Review, 65(4), 4–16]. While most state and territory tourism agencies provided resources on climate change initiatives for tourism operators there was little accountability for emissions reduction within the agency. Collaborative governance of climate change was also more developed in states with climate change policies, destinations vulnerable to the impacts of climate change (e.g. Great Barrier Reef, Queensland), or dependent on long-haul travellers. Further research is needed on the governance and effective delivery of carbon emissions reduction programmes by tourism agencies.     

Public Choice and Tourism Analysis

This paper considers the potential of Public-Choice theory to serve as a means to analyse tourism policy. It introduces the central issues for understanding the study of policy and economic decision-making, bringing them together as a single coherent explanation of the role of government within the contemporary market system. In the context of tourism analysis, the focus is on the forces that explain why governments make particular types of decisions for the industry and the effect these have on the community's collective well-being. Policy can impact on a society's culture, its social order, its administration or its use of law, or any combination of these; but, largely it is about the economic welfare of the community. Much of the public decision-making system concerns who gets what, who should benefit and who should pay. The paper reviews the notion of government intervention to establish an 'interpretation' of economic policy-making in Western democracies, such as Australia, Britain or New Zealand. It argues that most policy issues, including tourism issues, derive from some form of failure in the market-place, where the tourism industry is but one component interconnected with many others. The paper expands the public-choice approach further by applying it to segmented markets, and the tourism industry itself, and provides an issue-based model that allows the tourism policy-making process to be explored, exposed and predicted.     

Advancing tourism research through multilevel methods: research problem and agenda

Tourism research often encounters social phenomena and research problems that involve multiple levels. However, most researchers assume that the phenomena exist in a single level and perform analyses that do not reflect the hierarchical nature of social dynamics. This article heeds the call from Current Issues in Tourism by illustrating multilevel methods and proposing an agenda for multilevel research. In particular, this article seeks to reconcile the limitations of single-level analysis and to delineate how multilevel methods could be applied in tourism research. It further seeks to advance tourism theories by introducing more complex multilevel design with broader applications in various tourism settings. This article presents two common tourism research scenarios, critiques their limitations, and proposes how multilevel methods could not only address these limitations, but also how they could advance tourism theories. An empirical study is offered to demonstrate multilevel design and analytical techniques.     

Residents’ attitudes on the contribution of cultural tourism in Tanzania

This study aimed at evaluating residents’ attitudes towards the contribution of cultural tourism to the social welfare of the local rural residents participating in cultural tourism activities by factoring gender and level of education as possible differentiating factors in residents’ attitudes. Based on survey of local people in northern part of Tanzania, a questionnaire was administered that yielded data that were subjected to a series of t-tests. The results indicate residents to have both positive and negative attitudes towards the contribution of cultural tourism. Gender differences are noted to relate with cultural tourism participation and attitudes towards the contribution of cultural tourism. Females benefit more from cultural tourism than males in economic terms. Having education raises the chances of locals having a more positive attitude towards cultural tourism. From the results, implications to facilitators in cultural tourism to further aid tourism contribution to the locals are derived.     

Basic Questions of 'Sustainable Tourism': Does Ecological and Socially Acceptable Tourism Have a Chance?

This paper examines the tourism market and its effects on the national economy. Ecological and socio-cultural problems cannot be denied. Due to an ever-increasing number of tourists, studies of tourism specific problems are necessary. To suggest and understand steps for the realisation of sustainable tourism, the author demands a glance at the whole tourism system, which he does by giving an overview of the tourism industry with obvious problems in that field. There is an analysis of the development of tourism demand, and the question whether there is something like 'sustainable mass tourism'. The increasing awareness of the environment plays an important role when it comes to tourism and selecting a tourism destination. The paper tries to find answers to promote a more sustainable tourism through tour operators and tourism companies, which can be a niche strategy for small or medium sized businesses. Strategical points (approaches) of a more sustainable tourism are shown. The realisation of sustainable tourism can be an economical opportunity for tourism companies in the long term, but according to the author the immediate risks involved in such a strategy can outweigh the benefits. There are also limits in carrying out more sustainable tourism programmes.     

Informal tourism entrepreneurs’ capital usage and conversion

ABSTRACT

This article examines informal entrepreneurs’ capital usage and conversion in the Thai tourism sector. On the Bourdieusian assumption that people perpetually transform tangible and intangible forms of capital, this study seeks to answer how informal tourism entrepreneurs transform intangible capital into tangible capital, and vice versa, at different stages of their development process. A visual dataset of 78 filmed interviews and of 426 photographs of informal entrepreneurs in three tourist-island destinations in Thailand was compiled and analysed using thematic qualitative analysis. The results show the importance of diversification of capital mix at informal entrepreneurs’ different development stages. Whereas cultural and symbolic capital are more salient for freelancers and small-size entrepreneurs, economic and social capital are more important for mid-size and large informal entrepreneurs. Furthermore, this study introduces dream capital as a new form of capital. Developing countries are recommended to introduce a policy on profiling informal tourism entrepreneurs so that the appropriate level of regulation can be applied in order to maintain or increase their benefits to society.     

Tourist stereotypes and servers’ attitudes: a combined theoretical approach

Local attitudes towards tourism comprise one of the most researched topics in tourism. However, researchers still need to examine attitudes of specific local groups, acknowledge tourist stereotypes as an influential factor and test different theoretical approaches, to develop a broader understanding and explanation of attitudes. Based on an emic perspective, this study analysed servers’ stereotypes of a specific group of tourists – locally known as chilangos – and associated attitudes in a Mexican resort. By adopting a combined theoretical approach drawn from social exchange theory and integrated threat theory, this study’s results reveal that individuals who depend economically on tourism do not always have positive attitudes and that negative stereotypes on their own are not the strongest predictors of attitudes. By combining both theories’ postulations, the findings show that perceived economic benefits and personal positive contact together account for positive attitudes but that these factors are significantly counterbalanced by negative tourist stereotypes. The practical and theoretical implications of these findings are discussed.     

Fostering community empowerment and capacity building through tourism: perspectives from Dullstroom,South Africa

This study observed tourism development in the popular South African destination of Dullstroom, Mpumalanga, and sought to identify the significant social benefits that have been fostered as a result. Dullstroom is synonymous with fly-fishing and is well-known throughout the country for its unique natural environment that is host to diverse flora and fauna. In the South African context, the impacts generated by tourism development on local communities have remained preoccupied with the economic benefits they deliver and rarely the important social gains that may also be developed. Between October 2012 and March 2013, a qualitative research methodology was developed to capture the views and experiences of 46 local employees (predominantly Non-white, South African females) and 16 owners or managers of local tourism-focused businesses. The findings reveal that tourism development has provided a number of positive impacts and that local community members encountered a number of benefits that ventured beyond economic factors. These benefits included empowerment through capacity building and the acquisition of positions that involved a high degree of responsibility, many of which would have been otherwise unobtainable but for the support of local tourism businesses. Others were afforded opportunities to pursue formal qualifications that enabled them to pursue dreams of senior positions or even new career paths beyond Dullstroom. The platforms that enabled these outcomes are discussed from the perspectives of both employers and employees in the local tourism economy.     

Nature-Based Tourism and Poverty Alleviation: Impacts of Private Sector and Parastatal Enterprises In and Around Kruger National Park,South Africa

International programmes and national policies around the world have identified tourism as an appropriate mechanism for sustainable development, poverty alleviation and biodiversity conservation. To evaluate the impact of nature-based tourism on the poor, socio-economic assessments were undertaken at enterprises based within South African protected areas. Comparisons were made between local economic interventions reported by enterprises and neighbouring community member's perceptions of their initiatives. Socioeconomic impacts evaluated included employment, gender equality, procurement, corporate social responsibility, dependency on tourism and access to markets. The studies demonstrate that isolated efforts from individual tourism companies have little tangible impact on the majority of people living in highly populated rural communities but impacts are substantial for the few people who directly benefit. Implications of these findings for future socio-economic initiatives through tourism, and options to increase net benefits to the poor are explored.     

Domestic tourism encounters in the Masurian lake district: multiple tourism moralities,reversible relationships,and social well-being in contemporary Poland

ABSTRACT

This article focuses on different moral economies of domestic tourism encounters in late-post-socialist Masuria, in the rural Northeast of Poland. An ethnographic study of three different tourism entrepreneurs brings to light different, concurring legacies of the ‘good’ tourism encounter in the area and indicates a shift of tourism discourses and social aspirations of living well together in contemporary Poland. In a climate of mutual stigmatisation and boundary drawing, rural tourism entrepreneurs mobilise the encounter with domestic tourists to subvert evolving power asymmetries in Poland and to offer alternative readings to dominant narratives of inequality in the transforming country. However, their proposed alternative tourism socialities with the national ‘other’ do not arrive naturally: relationships in tourism are shown to be ambivalent and reversible to their participants; their performance demands much moral work and requires a degree of cultural complicity or compatibility with the other. The article contributes to current debates on the moral economy of encountering in anthropological literature of tourism, post-socialism, and morality.     

Understanding the residents’ social impact perceptions of an African Cultural Festival: the case of Macufe

ABSTRACT

The Macufe is one of the Africa’s largest cultural festivals, and takes place annually in Bloemfontein, South Africa. This 10-day event attracts approximately 140,000 attendees, meaning that the residents have to share facilities and services with tourists. The effects of such interactions can be both positive and negative. Community members are stakeholders in any tourism ventures that take place in their area, meaning that their goodwill is of utmost importance. Therefore, the social impacts of this event should be well managed to foster community support. For this reason, a quantitative study was done to determine residents’ social impact perceptions towards the event. A total of 425 questionnaires were completed by willing residents who lived in proximity to festival activities. From an exploratory factor analysis, four factors were extracted, namely community enhancement, community degradation, tourism growth and increased public spending and interaction. It was found that the event does not generate significant levels of positive social impacts, and that the negative social impacts are viewed almost equal to the positive social impacts. This was one of the first social impact perception studies done on an African arts festival, which contributes to the sustainable management of such crucial events.     

Images and writing in tourist brochures

The scope of the paper is to investigate the role of visual and verbal modes in destination image formation, with a focus on the 2009 ‘Malta, Gozo and Comino’ brochure issued by the Malta Tourism Authority. Discussing brochures as pivotal genres within tourism communication [Antelmi, D., Held, G., & Santulli, F. (2007). Pragmatica della comunicazione turistica. Roma: Editori Riuniti; Calvi, M.V. (2010). Los generos discursivos en la lengua del turismo: Una propuesta de clasificaci?n. Iberica, 19, 9–32; Dann, G. (1996a). The language of tourism. A sociolinguistic perspective. Oxford: CAB International; Francesconi, S. (2007). English for tourism promotion: Italy in British tourism texts. Milano: Hoepli], attention will be paid to specific multimodal framing of the ideational, interpersonal and textual functions [Halliday, M.A.K. (1978). Language as social semiotics. London: Edward Arnold; Halliday, M.A.K., & Hasan, R. (1985). Language, context and text: Aspects of language in a social-semiotic perspective. Oxford: Oxford University Press]. First, the visual text will be addressed, through the observation of participants, perspective, frame, social distance, light and colours [Kress, G., & Van Leeuwen, T. (2006). The grammar of visual design (2nd ed.). London: Routledge]. Assumptions will be then checked and the verbal text will be analysed by means of corpus linguistics and the Wordsmith Tools 5.0 software. Particular attention will be devoted to verbal items like pronouns and adjectives shaping of the three core values of heritage, hospitality and diversity, these last identified as the cornerstone of Malta Brand in internal and external campaigns. The multimodal analysis of the brochure will show that both visual and verbal texts promote the core values. More specifically, these are first communicated through the predominant visual text, then described, clarified, expanded and confirmed through the accompanying verbal text.     

Impact of yurt tourism on labor division in nomadic Kazakh families

ABSTRACT

Tourism’s impacts on ethnic cultures have received much attention, but few studies have been done on its impacts on nomadic people, especially for Kazakh nomads in China. Many Kazakh households are experiencing a transition from pastoralism to tourism, with yurt tourism being the popular Kazakh tourism products. This study takes Narat in China as a case to understand the impact of yurt tourism on the gendered labor division of Kazakh families, and the status of Kazakh women. Observations and semi-structured interviews were adopted. We find that the division of labor in yurt tourism is an extension of traditional nomad labor division and that the traditional gender statuses have been reinforced. Women are required to not only work but also face additional social pressure since they are considered to be going against customary rules when greeting tourists. Despite this, women’s self-confidence, business skills, and income have improved since the development of tourism. We argue that the form of tourism product, ideology of gender roles, and position of ethnic families in the tourism market account for this change. Diverse results of tourism impacts on the gender relationships of ethnic communities can be derived from the interactions of these three factors.     

Segmentation by benefits sought: the case of rural tourism in Madeira

Rural tourism has been promoted as an effective catalyst for growth in rural areas severely hit by the rural structuring process. However, with regard to islands, rural tourism has been mainly advertised and promoted as a counterpoint to mass tourism. While in most Western countries rural tourism has been in place for decades, islands have been pursuing a rural tourism agenda only since the 1990s. Consequently, we face a dearth of research regarding motivation factors that attract tourists to the rural hinterland on islands. The purpose of this study is to segment and profile rural tourists based on benefits sought in order to gain a better understanding of the current demand trends. The data collection procedure were based on a self-administered survey applied to a sample of 180 tourists, and four clusters were identified. The relaxer cluster which comprises individuals attracted by opportunities to relax and recharge batteries, are the most dominant, suggesting that the sector mimics, to a large extent, the main tourism market. This is a problematic outcome because the sector is failing to attract a more diverse and wealthy clientele. Due attention should also be paid to other clusters. The ruralist segment values relaxation in natural segments to escape from daily routine, the ‘want it all segment’ is composed of tourists interested in all kind of activities and the family-oriented cluster is mainly interested in socialising with the family. Implications of our preliminary conclusions for theory and practice are discussed.     

Factors influencing cultural event tourism in Nelson Mandela Bay,South Africa

ABSTRACT

Cultural tourism has established a market share of approximately 20% in the tourism sector globally. In addition, it fosters socio-economic benefits for a destination and its residents. This study explores residents’ attitudes towards cultural events in Nelson Mandela Bay (NMB), South Africa, to enhance the destination image and induce stakeholder engagement. In this study, 3659 residents of NMB either completed an online questionnaire or a face-to-face interview. The results indicate that the residents of NMB have a positive attitude to cultural events. Notably, the demographic profile of the respondents is representative of the country and may be transferred to a national level to assist the South African tourism industry. The findings clarify insights to the market needs and cultural differences that may be used to tailor unique selling propositions in culturally diverse destinations.