Local cuisines and destination marketing: cases of three cities in Shandong,China

This study analyzes how the three cities of Jinan, Qingdao, and Qufu in Shandong Province of China use their cuisines in promoting their destinations. Based on a critical review of previous studies, a conceptual framework was developed, which included five closely related areas: foods, beverages, dining, farming, and food festivals. All related texts, images, videos, brochures, booklets, and websites designed to market these three cities were content-analyzed. The study findings suggest that all the three cities have not yet fully utilized their cuisines in their destination marketing efforts. Although some of their culinary resources appear in their marketing materials, the local cuisines of these three cities are not yet skillfully integrated into their marketing efforts. The present study offers specific theoretical and practical implications on marketing the culinary resources of destinations that are in the early stages of their development.     

Understanding strategic alignment for destination marketing and the 2004 Athens Olympic Games: Implications from extracted tacit knowledge

Major international hallmark events, especially the Olympic Games, represent a significant opportunity for marketing tourism to the host country. Due to the scale and importance of the event, the coordination between the Olympic organizing committee and the destination marketing organization of the host country becomes a knowledge-intensive and exceptionally complicated task. Analyzing on-site interview data collected from top executives of the two major organizations involved in the 2004 Summer Olympic Games (ATHOC and GNTO), this research achieved two objectives: (1) extracted and organized the tacit knowledge from both organizations to discover major issues concerning the Athens 2004 Olympic Games, and (2) identified the strategic alignment issues between the domains of Olympics planning and destination marketing and proposed a conceptual framework for the future Olympic host countries.     

The impact of CSR satisfaction on destination loyalty: a study of MICE travelers in Thailand

The objectives of this research are firstly, to study the characteristics of CSR activities conducted for international business groups. Secondly, to analyze the factors that impact business travelers’ satisfaction with CSR activities, and thirdly, to analyze the influence of satisfaction with CSR activities on destination attachment and destination loyalty. A questionnaire survey was conducted with 127 business participants from three corporate meetings and one convention group. The results reveal the characteristics of CSR activities of corporate meetings and conventions in Thailand. Business travelers’ satisfaction with CSR activities is influenced by their personal altruistic attitudes and the efficacy of local service providers. Satisfaction with CSR activities has a direct impact on destination attachment and an indirect impact on destination loyalty. CSR activities could be used as tools to influence the revisit intention of corporate meeting and convention participants. A CSR activity during a business trip is a novel concept that can be utilized by destination management companies as well as national tourism organizations to develop satisfying tourism products.     

Social media micro-film marketing by Chinese destinations: The case of Shaoxing

Marketing destinations by micro-films via social media is becoming more popular among Chinese destinations. Little has been published about this phenomenon in the tourism literature. Using a netnographic case study from the city of Shaoxing, this research revealed the success factors for micro-film marketing by destinations. The research results showed that during the micro-film diffusion process, destination marketers were continuously and actively engaging with followers and online and offline marketing efforts were well planned and integrated. Attractions without uniqueness were impressive to viewers by being embodied in a romantic theme. Suggestions and implications for destination marketing are given.     

Prioritizing destination attributes for optimal resource allocation: a study of Chinese tourists visiting Britain

ABSTRACT

This study assesses the importance, performance, and the interrelationships of key destination attributes for marketing managers to prioritize resource allocation. A three-dimensional analysis of importance–performance–impact-analysis (IPIA) factors, based upon a survey sample of 275 Chinese tourists to Britain and an expert panel interview with 10 destination marketing managers is presented. Data analysis was based upon a mix of multi-criteria decision-making methodologies, the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method and the Analytic Network Process (ANP) method. The framework can be applied to prioritize resources allocation to improve customer satisfaction in other contexts, such as a sector or a specific business.     

Collaborative marketing for the sustainable development of community-based tourism enterprises: voices from the field

This paper examines stakeholder engagement in the collaborative marketing of community-based tourism enterprises (CBTEs). The study explored the various collaborative marketing approaches shaped by diverse stakeholders’ perspectives on ways to achieve the sustainable development of CBTEs in Vietnam. The results of 30 in-depth, semi-structured interviews from three CBTEs in Vietnam showed that three collaborative marketing approaches were prevailed among CBTE stakeholders and were categorised as commercial viability-driven, community development-driven and balanced approaches. The approaches’ differences were reflected in the marketing objectives to achieve CBTE sustainability, the central linkages of CBTE collaborative marketing, and the facilitators of stakeholder collaboration. The research found a knowledge gap between researchers and research participants and divergent perspectives among different categories of research participants regarding marketing and CBTE sustainability. This paper implies the role of a knowledge co-production approach to drive the stakeholder engagement in CBTE collaborative marketing for CBTEs’ long-term success. Additionally, this study provides insights into the discussion of marketing for sustainable tourism. Furthermore, the findings contribute to a better understanding of the collaborative approach at the organisational level.     

The significance of environmental values for destination competitiveness and sustainable tourism strategy making: insights from Australia's Great Barrier Reef World Heritage Area

Sustainable destinations must deliver products that perform better than their competitors and at the same time protect key environmental drawcards. This research explores the environmental–economic interface of a major destination, both as a case study in how to approach this complex relationship and as a contribution to the methodology of tackling the need for understanding competitive pressures as part of sustainable tourism strategy creation. Using the Great Barrier Reef World Heritage Area (GBRWHA) as an example, the paper assesses 21 key environmental values, including Indigenous culture, against market-based factors, in terms of their importance for visitors as regional drawcards, satisfaction with them and the way in which changes in them might affect trip numbers and duration across different regions. While the natural values of the GBRWHA are found to be the most important drawcards, satisfaction scores were significantly lower than importance scores for a number of these values. Visitors responded more negatively to the prospect of environmental degradation than to the prospect of a 20% increase in local prices: the detailed impact depends, however, on location and visitor mix. Clear ocean, healthy coral reefs, healthy reef fish, and lack of rubbish were the top four most important values.     

Factors Inducing National Media Coverage for Tourism in Rural versus Urban Areas: The Role of Public Relations

This study examines the relationship between media coverage patterns of rural and urban tourist spaces in Israel, the characteristics of these spaces, and the way in which public relations (PR) are conducted to promote rural tourism in those areas. Using geographical distance, population size and type of tourist products for the spatial variables, PR financial budgets and PR practice types for the PR variables, the study examines their relative importance for rural versus urban tourism promotion. Results show that ongoing professional PR is crucial for the success of rural destinations in receiving large and positive national media coverage.     

Fuzzy Rasch model in TOPSIS: A new approach for generating fuzzy numbers to assess the competitiveness of the tourism industries in Asian countries

This study proposes a novel approach, the Fuzzy Rasch model, which combines Item Response Theory (IRT) and fuzzy set theory. This paper applies the Fuzzy Rasch model in Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to analyse the Tourism Destination Competitiveness (TDC) of nine Asian countries: China, Hong Kong, Japan, Korea, Malaysia, Singapore, Taiwan, Thailand and the Philippines. The study was conducted in 2009 using 6 criteria and 15 indices. The results demonstrate the feasibility of applying the Fuzzy Rasch model in TOPSIS to analyse TDC in Asian countries. In addition, the proposed model also provides an effective means of applying the MCDM method to study TDC. Furthermore, in 2009, the Asian countries were ranked from most to least competitive as follows: China, Japan, Hong Kong, Malaysia, Thailand, Singapore, Taiwan, Korea and the Philippines.     

Quantitative approaches for economic use of emerging technology in the tourism industry: unmanned aerial vehicle systems

As technological innovations develop, new categories of services are emerging. In the tourism industry, one of the limelight technologies is an unmanned aerial vehicle (UAV) for virtual tourism systems, monitoring, and patrol activities for safety and security. However, for the successful application of a UAVs system, it is important to construct the system in an economic and efficient manner. In this study, quantitative approaches for a UAV system are introduced to support the economic establishment and its efficient operation. Two mathematical models are developed to construct and operate UAVs systems for recreation and safety purposes in the tourism industry. The validity of the proposed models is demonstrated via numerical experiments for both cases. To our knowledge, this is the first approach to address the issues of a UAV system design for tourism purposes. This study is expected to be the theoretical basis for future use of UAVs in the tourism industry.