The dimensions of rural tourism experience: impacts on arousal,memory, and satisfaction

ABSTRACT

Rural tourism is driven by the search for unique and memorable experiences in particular settings, but knowledge on visitors’ experiences in rural destinations is still scarce. This paper analyzes the rural tourism experience of Portuguese tourists who answered an online survey (N = 252). The paper aims at validating, in the rural tourism context, a previously proposed tourist experience scale, and analyzing the relationships between the experience, arousal, memory, and satisfaction. Results reveal that the rural tourism experience dimensions of education and esthetics positively predict rural tourists’ arousal, whereas escapism and esthetics determine memorability. Finally, implications for rural tourism marketing are discussed.     

The Effect of Uganda’s Official Tourism Website on Travel Motivations and Constraints

Destination marketers increasingly rely on the official tourism website as an early point of contact with potential tourists. This research examined the effect of Uganda’s official tourism website on interest in traveling to Uganda, travel motivations, and travel constraints. Novelty preference and gender were included as moderators. A two-group randomized experimental design was used (N = 278) with exposure to Uganda’s official tourism website as the intervention (n = 139). Pre-test results show that interest in traveling to Uganda was greatest among novelty seekers. Gender had no influence. Pre-test motivations were learning, culture, novelty, and an interest in travel. Pre-test constraints were perceptions that Uganda is not safe and unfamiliar. Post-test results show that exposure to the website significantly increased interest in traveling to Uganda among all groups. Furthermore, this occurred by mitigating travel constraints rather than by stimulating travel motivations. Generalized implications for destination marketing are discussed.     

The revitalization of a heritage travel route: Canada’s Cabot Trail

ABSTRACT

Scenic travel routes have been developed to provide opportunities for tourism and recreation and to promote economic development especially in rural areas. However, maintaining an iconic attraction requires a collaborative destination management effort to keep it viable. The Cabot Trail, Nova Scotia, Canada is used in this paper as a case study for a scenic heritage route revitalization process. The Tourism Area Life Cycle model stages are used to illustrate the tourism development and decline on the Cabot Trail. This paper is a detailed documentation and analysis of the impact of a not-for-profit volunteer organization’s efforts to revitalize the Cabot Trail, through collaboration with local businesses, community groups and various levels of government and funding agencies. It draws upon the drive tourism, heritage trails and tourism revitalization literature. It fills a gap in the knowledge on heritage trails by illustrating a revitalization process that could be repeated in other areas experiencing similar issues.     

Book Reviews

John Tribe's paper 'Education for Ethical Tourism Action' (10 (4), 2002) proposes an action-oriented ethical tourism curriculum based on Aristotle's notion of phronesis, aimed at developing a disposition towards 'good' action rather than 'correct' action. This paper investigates the implications of Tribe's paper for the pedagogy and practice of sustainable tourism. Drawing upon Aristotle, it is argued that principles are an important guide to developing and exercising phronesis (practical wisdom) for living a good life, and for the practice of sustainable tourism. The paper also examines issues related to theoretical or scientific knowledge (episteme) and skill development (techne), and argues for a praxis-oriented curriculum that incorporates: (1) knowledge of sustainable-tourism principles, and (2) practice in which learned principles and phronesis (practical wisdom) constitutively guide tourism action and good conduct. The study also suggests that scholars and practitioners need to be more proactive and cognisant of the telos (purpose) and good of various tourism activities and curricula, for the individual and for the destination. Especially lacking in the study of sustainable tourism is discussion of the development of virtues and character for a good life in and through tourism. Virtue ethics offers potential for supplementing existing theories of rightness and obligation in sustainable tourism, and for conceptualising the meaning of 'good tourism'.     

Tourism education and internships: a metaphor analysis

The objective of the present study was to examine tourism undergraduates’ perceptions of their education and internship experiences through metaphorical analysis whilst striving to raise the awareness of tourism educators towards using metaphors. A qualitative methodology was used to explore this phenomenon. Participants were senior students (n = 94) from the Faculty of Tourism at Akdeniz University in Antalya, Turkey. The data were collected with a semi-structured questionnaire and processed using content analysis. Next, metaphors found in answers were categorised into different groups, and relevant excerpts were identified. The results provide insights useful to both tourism education providers and tourism establishments. Conclusions, limitations and future research directions are also presented.     

Teaching for critical thinking: preparing hospitality and tourism students for careers in the twenty-first century

Twenty-first century tourism educators and career-seeking graduates are faced with a host of novel challenges. Given the dynamic, complex nature of the contemporary tourism industry, students must be equipped with relevant twenty-first century skills. To address this need, critical thinking is currently being promoted, via university initiatives, as an employable skill. This study assesses the extent to which critical thinking is being transmitted to tourism students at a large southeastern university in the United States. Precourse and postcourse data were collected from students (n = 85) who participated in a tourism management class, that emphasized case study learning, during the fall 2014, spring 2015, and spring 2016 semesters. Uncorrected results indicate significant positive increases in overall critical thinking and two of five sub-domains – inference and deduction; however, in the conservative, corrected results there are no significant effects. Recommendations for improving critical thinking and three sub-domains – analysis, evaluation, and induction – are discussed.     

Knowledge Dissemination in Tourism Education: A Case of Tourism Marketing

ABSTRACT

Knowledge dissemination among tourism stakeholders is vital to the overall development of tourism. Yet, this topic has been underinvestigated in past tourism literature. Taking the courses on tourism marketing as an example, this study examined what and how knowledge is being disseminated in the classroom. Based on the Sender-Message-Channel-Receiver (SMCR) model (Shannon, 1948 Shannon, C. E. 1948. A mathematical theory of communication. Bell System Technical Journal, 27(379–423): 623–656. [Crossref] , [Google Scholar]), the current study analyzed 43 tourism marketing syllabi to identify the senders and receivers of knowledge, knowledge being conveyed in the classroom, channels of communication between educators and students, and feedback of communication received from students. It is suggested that the study may help tourism scholars gain state-of-the-art knowledge of the content and formats of tourism marketing courses and facilitate knowledge dissemination in the tourism domain.     

Remembrance Trails of the Great War on the Western Front: routes of heritage and memory

ABSTRACT

The First World War Centenary (2014–2018) is stimulating much interest in the memory of this conflict and is already encouraging increased tourism to the old Western Front region of France and Belgium. One of the strategies adopted by regional tourism authorities is the creation of ‘Remembrance Trails’ – self-guided circuits designed for car, motorbike or bicycle. Using a case study approach, this paper will examine these trails from a perceptual angle to demonstrate how, despite the lack of empirical evidence in our understanding of them, Remembrance Trails have a key role to play in the emerging war-tourism resources of the region. Using the model of Timothy and Boyd (2015), the routes are interpreted as either organically or purposively planned and in linking ‘sites of memory’ able to provide an effective way of engaging with the landscape and narrative of war. The paper argues that the routes have an important role to play in the transmission of memory and as ‘linear memorials’ can be viewed as emerging pilgrimage routes with the potential to concentrate experience in a dynamic way.     

Developing indigenous tourism in the bomas: critiquing issues from within the Maasai community in Tanzania

ABSTRACT

With safari attractions dominating the African tourism sector, many tourism studies in Africa have focused on wildlife and wilderness resourced-based tourism, with a secondary body of literature exploring cultural aspects of tourism. Recently many countries in the region, including Tanzania, have started to recognize the potential for stand-alone, culture-based tourism to diversify the tourism industry and for rural, economic development purposes. Drawing upon insights from local stakeholders, primarily members of the Maasai community this study identifies the critical challenges for providing indigenous cultural tourism in the Ngorongoro Conservation Area, Tanzania. Qualitative data for the study were collected through interviews and site visits to eight Maasai bomas (cultural tourism villages or settlements). Thematic analysis of the interviews revealed significant limiting factors affecting the development of indigenous cultural tourism amongst Maasai in Tanzania. The findings indicate that achieving success in indigenous cultural tourism is therefore challenging, and needs to incorporate specific community-based strategies which can facilitate the development of Maasai cultural tourism.     

Hospitality and Tourism Curriculum Development

Abstract

This project presents a case study illustration of a qualitative research approach for enhancing an undergraduate curriculum of a hospitality and tourism management program at a large university. Four focus groups consisting of current students, alumni, faculty, and industry practitioners provided extensive information about past and current performance of the travel and tourism program. The data collected indicated areas of concern in three different levels: the university, the hospitality and tourism program, and the university's relationships with external constituencies. Recommendations and suggestions for curriculum enhancement took into consideration the perceptions of the focus groups' participants.     

Towards An Experience Innovation Canvas: A Framework for Measuring Innovation in the Hospitality and Tourism Industry

ABSTRACT

As organizations transition from a service to experience economy, they will need to reimagine their business performance “scorecards” to reflect practices that place the co-created guest experience at the heart of their innovation efforts. This article synthesizes innovation and experience economy literature to depict six theory-based propositions and a framework for measuring innovation in the hospitality and tourism industry. The propositions were investigated in 19 experience firms comprising lodging, dining, attractions, and events in Southern California. Data from executive interviews (n = 19) and follow up manager surveys (n = 202) showed strong support for front of the house innovation focused on guest offerings to enhance interactions, personalization and social spaces and back of the house innovation focused on connecting employees with the firm’s core purpose. Measures of memorable triggers and motivators of emotional value represent promising new frontiers. By identifying the current practices and measures of senior managers faced with leading innovation in their own business units, this study both informs this practice and presents a unique and updated perspective on experience innovation.     

Similarities and Differences of the Effect of Country Images on Tourist and Study Destinations

ABSTRACT

The present study attempts to determine whether students hold similar or different country images when they are “buying” study abroad programs and tourism destinations. This article also tries to investigate similarities and differences in the brand personality perceptions of countries when they are considered as tourism and as study abroad destinations through the application of the brand personality characteristics model developed by Aaker (1997 Aaker, J. L. 1997. Dimensions of brand personality. Journal of Marketing Research, 34(3): 347–356. [Crossref], [Web of Science ®] , [Google Scholar]). A convenience sample of 360 students was split into two groups based on the motivation for visiting a specific country, whether for tourism or to participate in a study abroad program. The t test was used to calculate the significance of differences in country images between the two groups—those considering study abroad programs and those considering tourism destinations. The study concludes that the knowledge developed within the tourism context regarding images of countries may be applied to the context of study abroad programs.     

Managing Knowledge in Tourism Planning

SUMMARY

This paper explores the theme of strategic planning in a State Tourism Organization (STO) from a knowledge management perspective. It highlights the value of knowledge in strategy making and the importance of an organisation's knowledge management agenda in facilitating a strategic planning process. In particular, it considers the capability of an STO to implement knowledge management as the key to a successful strategic planning exercise. In order to develop greater insight into the factors that impact on planning competence, the key aim of this paper is to develop a framework on which the capability of a STO to implement a knowledge-based agenda in strategic planning can be assessed. Research on knowledge management in the field of tourism is limited and there is little practical account of the application of knowledge management principles in tourism planning. Further, there is no apparent tool or instrument that allows for the assessment of an STO's capability to implement knowledge management in planning initiatives. Based on a literature review, a three-point framework of assessment is developed. The three elements of the framework are identified as:

1. Integration of knowledge management objectives with strategic imperatives;

2. A planning approach that balances top-down (outcome focused) with bottom-up (process focused) planning processes; and

3. Organisational capacity, including leadership, people and culture, process, technology, content and continuous improvement.

The framework is tested through application to a practical case study-a planning initiative undertaken by a leading tourism STO in Australia. The results demonstrate that the framework is a useful means to evaluate organisational capability in knowledge-led strategic planning exercises and would be of practical value as a point of reference for future knowledge- based strategic planning projects.     

Residents' place image: a cluster analysis and its links to place attachment and support for tourism

While there is a plethora of studies segmenting the lucrative tourism market, limited attention has been given to identifying potential segments of local residents based on their image of the place they live in as a tourist destination. This study aims to address this gap by (a) clustering local residents of a tourist destination based on their images of that place; and (b) identifying whether those image-based resident groups share similar/different levels of place attachment and intentions toward tourism (support for tourism, intention to recommend it to others). Analysis was based on a sample of 368 residents of Eilat, Israel. The findings suggest the presence of three resident groups with different images of Eilat – called Nature Aesthete, Appreciator, and Critical – and provide support that these groups exhibit dissimilar levels of attachment and intentions/behavior toward tourism. The Appreciator (residents with the most favorable image) were reported exhibiting higher levels of place attachment, support for tourism and were more likely to recommend their place to others as a tourist destination than the Critical (residents with the least favorable image). The implications of these findings to tourism theory and practice are discussed.     

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.     

Meeting the Demand from Tourism Development-Higher Occupation and Technical Education in China

ABSTRACT

This article outlined the emergence and phenomenal growth of higher occupation and technical education (HOTE) in China, and analyzed the characteristics of HOTE in relation to the human resource needs of China's growing tourism industry. The characteristics of tourism HOTE were examined in the contexts of specialization offerings, curriculum design, and instructional delivery and student evaluation. Comparisons were drawn between tourism HOTE and traditional four-year degree program, and between tourism HOTE and two- and three-year higher professional schools. Observations were made with regard to the greater employability of tourism HOTE graduates and their popularity with employers. The article concluded with the recommendation of an open system for higher tourism education that legitimizes the role of HOTE, and accommodates its coexistence with traditional four-year program, and two- and three-year professional schools.     

Destination marketing organization website visitors’ flow experience: an application of Plog’s model of personality

ABSTRACT

This study investigates the relationships among website features (i.e. informativeness, design, and interactivity), flow experience, and the user’s intention to seek and use travel information provided on destination marketing organization (DMO) websites. It incorporates the moderating effects of personality into those relationships. Respondents (n = 433) were asked to visit and explore a DMO website and then to respond as if they were planning to travel to the destination. The results show that three website features relate positively to flow experience and that flow experience contributes to behavioral intention. This study also finds that personality moderates the link between web features (informativeness and interactivity) and flow experience, the implications of which are discussed at the end of the paper.     

Do members want the bells and whistles? Understanding the effect of direct and partner benefits in hotel loyalty programs

ABSTRACT

As a way of increasing the perceived value of hotel loyalty programs, hoteliers are partnering with non-hotel brands to differentiate and drive member engagement. We examine the effect of such strategic alliances on the loyalty to a member program and further test a structural equation model with n = 469 active loyalty members. Our model investigates whether tier status and satisfaction function as mediators of the effects of a strategic alliance on brand loyalty. Our findings indicate that the benefits that loyalty programs and partnerships with non-hotel brands offer can positively influence brand loyalty when the member’s tier status and satisfaction mediates.     

Tourism Higher Education in China

SUMMARY

This paper first reviews the origins and development of tourism higher education in China, then elaborates on its present hierarchy of programs, regional distribution and mechanisms for operating schools. Based on an investigation, the paper also discusses the educational objectives, program setup, curriculum design, textbooks and reference materials. It summarizes the problems and challenges China's higher education studies in tourism are facing, and in conclusion, it explores development trends and offers suggestions for its future.