The antecedents of digital collaboration through an enhanced digital platform for destination management: A micro-DMO perspective

While the tourism sector shifts towards digital transformation, Destination Management Organisations (DMOs) often struggle to adapt to their changing technological environment. This study explores the antecedents of digital collaboration and develops a framework for micro-DMOs to enhance effective destination management through digital technologies. An integrated sequential qualitative approach was adopted by conducting multi-phase interviews, in addition to designing and trialling a real-world trial digital platform. The research provides empirical evidence that digital collaboration is essential for micro-DMOs, necessitating them to transform their current “websites” into digital platforms which act as a hub for business stakeholders to actively be involved in. Antecedents of successful digital collaboration include mutuality, trust, control, and leadership which may be manifested differently from non-digital collaboration. Additionally, the study identifies three aspects for digital collaboration; marketing, networking and knowledge sharing that demands specific attention. Our results have theoretical, methodological, and practical implications for academia, industry and policymakers.     

Tourism Crisis Management and Organizational Learning

SUMMARY

To date limited attention has been provided on the review stage of the crisis management framework, despite the importance of organizational learning for developing effective tourism crisis strategies. Using the concepts of double loop learning (Argyris and Schon, 1996), doubting (Blackman and Henderson, 2004) and Preskill and Torres (1999) core processes of evaluative enquiry, the paper discusses the possible application of critical evaluative inquiry and managed reflection by DMOs. The paper recommends that DMOs question their existing knowledge, assumptions and beliefs through reflection and dialogue with stakeholders and collect and analyse information, not just related to confirming the success of crisis strategies, but to assesses the likely impact of alternatives. Challenging existing mental models and capturing this emergent knowledge should enable DMOs to develop even better tourism crisis communication strategies in the future.     

Partnerships in International Travel and Tourism Marketing: A Systems-Oriented Approach Between Australia,New Zealand,Germany and the United Kingdom

Abstract

Little empirical research has been conducted about international partnerships between travel and tourism organisations, airlines and their intermediaries such as wholesalers and travel agents. Nevertheless, these partnerships are important because tourism is becoming more international and most destinations have to compete at a global level. Moreover, both producers and intermediaries are increasingly using information technology to increase their knowledge and relationship with customers. Thus this research set out to develop and empirically confirm a systemic model of these partnerships and four related research objectives. The methodology involved multiple case studies based on in-depth interviews with key players in Australia, New Zealand, the United Kingdom and Germany. The first outcome is a confirmation of the systemic model. In addition, the findings show the reasons for engaging in partnerships and the scope for further partnerships among the industry players. As well, the findings show that while ‘disintermediation’ may occur because of the advancement of communication technology, the linkages between travel and tourism organisations, airlines and intermediaries are still significant. Our framework can assist public and private travel and tourism organisations to mutually develop and manage marketing strategies and tactics for overseas markets.     

A content analysis of travel agency web‐sites in Korea

The Internet has become a dominant issue in today's tourism environment. This paper is to provide large travel agencies in Korea with a better understanding of their Web‐based competitive environment. A content analysis of the top 60 travel agencies Web‐sites in Korea suggests that many travel agencies do not develop their own Web‐sites and although travel agencies are using the Web, they have not, as yet, fully utilized capabilities of Web‐sites. This study also suggests some implications for successful cyber tourism marketing, including the establishment of a Web‐site, on‐line selling, customer supports, and cyber marketing mix strategy on the Web. Limitations and further research issues are also suggested.     

A Visual Analysis of Destinations in Travel Magazines

This study presents a visual analysis of photographs of six destinations (Hong Kong, Macau, Japan, South Korea, Vietnam, and Taiwan) published in Chinese travel magazines. The object and subject categories, size, and providers of the photographs are content analyzed. The three most popular object categories were Culture, history, and art; Leisure and recreation; and Physical environment. The dominant subject category was No people. Multiple Correspondence Analysis showed that the different destinations correlated with diverse object and subject categories. All six destinations were portrayed differently in terms of the source and size of the photographs. These findings can be utilized by destination marketing organizations (DMOs) to devise positioning and promotion activities for implementation in the Chinese market.     

Effectiveness of the hotel websites in Singapore: A perspective from Business‐to‐Business (B2B) organisations

Internet marketing in hotels allows potential users to learn about the hotels, to tour hotel facilities and to compare prices among other benefits without directly interacting with a hotel representative. For some users, Internet is the first and only channel consulted when booking hotel accommodations. In the present age, Internet is increasingly becoming both an opportunity and a challenge for hotel marketers. The opportunity lies in reaching users directly through Internet sites. The challenge is to get the guests’ attention long enough to tell the marketers’ story (Connolly, Olsen and Moore, 1998). It has always been controversial as to how effective Internet marketing can be. Both firms and researchers have indicated that the measuring of effectiveness of Internet marketing is a multidimensional question. This study sought to examine the effectiveness of business‐to‐business Internet marketing in the hotel industry in Singapore through analysing the differences between the travel agents expectations of service and hotels’ understanding of those expectations. A total of 66 hotel websites in Singapore were scanned to give the features analysis. On the basis of the perception scores of 112 inbound travel agents, the study identified the gaps between the users and the website provider (hotel industry).     

Japanese female travelers ‐ a unique outbound market

The rapid growth of Japanese female travelers underscores the importance of understanding the market. Focusing on the differences between the Japanese female and male travelers on their travel attitudes, motivations, trip‐related attributes, and socio‐demographic characteristics, this paper provides empirical evidence that gender is a viable characteristic that can used in marketing activities targeted at the Japanese market. The study findings indicate that the female and male segments of Japanese outbound travelers are significantly differentiated in fifteen out of twenty‐two factors of travel attitudes and motivations. The two segments also differ in a number of trip attributes and socio‐demographic characteristics. Therefore, Japanese female travelers constitute a unique outbound market.     

International Travelers from Taiwan

Abstract

Taiwanese outbound travel market has been continuously growing but little in-depth research has investigated this market. This study uses discriminant analysis to examine Taiwanese outbound travelers whose travel philosophy is strongly oriented toward inclusive package vacations versus those who are not through their sociodemographics, travel characteristics, and benefits pursued variables. The results indicate that philosophy is a useful way to separate groups and that Taiwanese inclusive-package travelers tended to be female, older, with lower incomes, and less well educated. They usually seek a ‘Show and Tell,’ ‘Cost,’ and ‘Environment and Scenery’ benefits, spend more money on trips, and travel in larger groups. These findings can assist travel and tourism related organizations in developing packages and marketing strategies.     

The Impact of the Internet on Travel Agencies in Hong Kong

Abstract

In recent years, the travel and tourism industry has begun to develop Internet applications more extensively. Many travel service suppliers, such as hotels and airline companies, already use the Internet as a direct channel for customer reservations. The integration of the Internet into the travel and tourism industry, however, presents a challenge towards the traditional role of travel agencies. The purpose of this study is to find out what impact the Internet has on travel agencies in Hong Kong. Outcomes of this research indicate that travel agents generally have positive attitudes towards Internet applications, and the potential threat-disintermediation-has not yet affected the travel industry. Travel agents believe that they can take advantage of the Internet technology to provide value-added services for their customers. Outcomes of the present study also indicate that there are significant relationships between company size, age and some Internet attributes. Travel agencies should therefore pay more attention to these attributes when adopting Internet technology.     

A destination-branding model: An empirical analysis based on stakeholders

The purpose of this study is to develop a destination-branding model based on stakeholders’ interests. It is subsequently applied to a tourist destination, namely Castilla-La Mancha (CLM), thereby creating an index that measures destination branding’s success based on similarities and differences among the different stakeholders. The index, called Success Index of Triple-Diamonds (SITD), provides an empirical evaluation of the destination brand’s degree of success and confirms the existence of differences among stakeholders. The current study offers useful information for developing strategy on the part of Destination Management Organizations (DMOs) and reveals the risks of a traditional strategy focused only on visitors that ignores the objectives of local people and entrepreneurs.     

Exploring event bundling: The strategy and its impacts

The objectives of this article are to explore the strategy of event bundling from the perspectives of varied event stakeholders including event organizers, event attendees, and destination marketing organizations (DMOs); and to examine the strategy's impacts on the relationships between perceived event value and visitors' trip outcome (perceived trip value and destination loyalty intention). Based on a mixed-method approach, the research first investigates stakeholders' perceptions and perceived value of event bundling from a qualitative approach in Study 1. It further tests a proposed framework through a quantitative approach in Study 2, in which two well-known events in Macau, China were chosen as an event bundle and a large sample of over 800 respondents were surveyed. Findings from the research advance the literature on event tourism and tourism product bundling practices. They further provide insights for DMOs and event planners in event policymaking and destination marketing.     

Tourism governance in protected areas: investigating the application of the adaptive co-management approach

Abstract

Protected areas have become popular tourism destinations; yet these areas are often plagued by poor governance systems, particularly in developing countries. Adaptive co-management (ACM) has been advocated as one approach to improve the governance of protected areas, yet empirical evidence from developing countries is lacking. This study investigates the application of the ACM approach in two protected areas in Bangladesh which are also important nature-based tourism destinations. Using Lawachara National Park and Sundarbans East Wildlife Sanctuary as cases, this qualitative study explored the extent to which an ACM approach was able to support the achievement of key governance principles such as participation, accountability, transparency, power, rule of law, and social learning. It was found that the approach was successful in facilitating the increased participation of a broader range of stakeholder groups, and the collaboration between them. Importantly though, it was the adaptive element of ACM which was found to have made the greatest contribution to improved governance with the approach providing new opportunities for stakeholders to engage in iterative learning. This aspect was found to be of particular importance for the sustainability of the protected areas with stakeholders reporting changes attitudes and behaviour towards protected area conservation.     

A Cross-Cultural Comparison of Travel Push and Pull Factors

Abstract

Tourism marketers are confronted with the dilemma of whether standardization or the tailoring of services, products and marketing programs for specific markets is more effective and efficient. It remains to be addressed in tourism research whether travelers from varying cultural backgrounds seek different travel benefits and have different preferences for travel products and services, and to what extent they are similar in their travel behaviors. This research study used national household travel surveys conducted by the Canadian Tourism Commission and U.S. Tourism Industries for a cross-cultural comparison of two different countries, the United Kingdom (U.K.) and Japan. Results showed that travelers from these two countries had different travel motives and benefit-seeking patterns. From a marketing perspective, the branding and positioning of a destination for U.K. and Japanese long-haul travel markets will be more effective if the destination marketing organization (DMO) projects different images within its advertising campaigns. These images should reflect the different travel motivations and benefits desired by the two groups of travelers.     

Taking responsibility for border security: Commercial interests in the face of e-borders

Security is an important feature of the macro environment for tourism that affects the consumption of travel products. Following high-profile terrorist attacks, UK border security measures have been increased through the implementation of the e-Borders programme. This initiative requires passenger carriers to collect and electronically transmit travel document information and service information for any individual entering or leaving the UK. The commercial impact of e-Borders on travel firms is investigated by examining the relationships between the affected stakeholders, considering the power and decision making at play, and exploring the outcomes. The e-Borders programme is described, and a framework for the in-depth, qualitative study is presented. The findings show that passenger carriers and travel firms manage the negative consequences of compliance and restore their commercial interests by engaging in a process we describe as recognizing, rationalizing and refashioning. The implications for research and practice are explored.     

Effects of personification and anthropomorphic tendency on destination attitude and travel intentions

This research examined how individual differences in anthropomorphic tendency (the tendency to humanize non-human agents/objects) influence how people respond to destination marketing communications. Specifically, this study examined whether individual-level anthropomorphic tendency and text-personification of destination marketing communications interact to influence destination attitude and travel intentions. Results from a study involving 210 Australian participants revealed that destination attitude and travel intentions were most favorable for people with high levels of anthropomorphic tendency and who were exposed to personified tourism messages. These findings indicate that text-personification represents a new communication tactic for tourism – particularly for target consumers who are high in anthropomorphic tendency – and one that can humanize the destination leading to more favorable attitudes and higher intentions to travel. This effect is mediated by positive emotions. People with high anthropomorphic tendency who are exposed to a personified advertisement feel more positive emotions, which lead to positive tourism outcomes.     

The use of eLearning strategies among travel agents in the United Kingdom,India and New Zealand

ABSTRACT

This study explores the use of eLearning courses created by destination management organizations for education and certification in the travel trade. Phone interviews were conducted with travel agents based in the United Kingdom, India and New Zealand to identify knowledge upgrade strategies with regard to tourism destinations. The study evaluates the rates of current usage and awareness of eLearning courses about tourism destinations among agents in the three countries.     

Destination positioning opportunities using personal values: Elicited through the Repertory Test with Laddering Analysis

While in many travel situations there is an almost limitless range of available destinations, travellers will usually only actively consider two to six in their decision set. One of the greatest challenges facing destination marketers is positioning their destination, against the myriad of competing places that offer similar features, into consumer decision sets. Since positioning requires a narrow focus, marketing communications must present a succinct and meaningful proposition, the selection of which is often problematic for destination marketing organisations (DMO), which deal with a diverse and often eclectic range of attributes in addition to self-interested and demanding stakeholders who have interests in different market segments. This paper reports the application of two qualitative techniques used to explore the range of cognitive attributes, consequences and personal values that represent potential positioning opportunities in the context of short break holidays. The Repertory Test is an effective technique for understanding the salient attributes used by a traveller to differentiate destinations, and Laddering Analysis enables the researcher to explore the smaller set of consequences and personal values guiding such decision making. A key finding of the research was that while individuals might vary in their repertoire of salient attributes, there was a commonality of shared consequences and values. This has important implications for DMOs, since a brand positioning theme that is based on a value will subsume multiple and diverse attributes. It is posited that such a theme will appeal to a broader range of travellers, as well as appease a greater number of destination stakeholders, than would an attribute-based theme.     

Implications of Chinese Casino Visitor Characteristics in South Korea

ABSTRACT

This study employs logit analysis to investigate the socio-demographic characteristics and travel behavior patterns of Chinese casino visitors. This study presents the trends of China's outbound travel market. The findings show that a typical Chinese casino visitor to South Korea has a high income level; but a low level of education; has no religious preference or believes in the traditional Chinese religion; travels with friends and colleagues affiliated with an institution or organization; is in his/her 30s and 40s; and tends to have a prior overseas travel experience. This study will help tour operators, wholesalers, and casino operators to establish effective marketing strategies to better meet the needs of these Chinese casino visitors.     

Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography

With the arrival of new media and communication technologies in recent years, user-generated content (UGC) on the internet has increasingly been considered a credible form of word-of-mouth. Social media websites, such as Facebook, Flickr, and Panoramio, allow tourists to share their travel experiences with others by uploading travel photos online, an activity that has gained popularity among internet users. Unlike images created and projected by destination marketing organizations (DMOs), pictorial UGC reflects users' perceptions of a destination. This study compared images of Peru collected from a DMO's site and from Flickr, a photo-sharing website and identified statistical differences in several dimensions of these images. The study visualized these differences by constructing maps representing “aggregated” projected and perceived images of Peru, as well as maps of geographical distribution of the images.