On the Occasion of the Publication of the 20th Volume of “Tourism Tribune”

This issue of “Tourism Tribune” in the hands of our readers is the first issue of the 20th Volune since its publication. In the past nineteen years, “Tourism Tribune”has witnessed great development thanks to the sincere trust from our readers and unremitting contributions from our writers.     

A Cultural Encounter through Volunteer Tourism: Towards the Ideals of Sustainable Tourism?

International volunteering is increasingly recognised as a form of alternative tourism. However, the nature of the ‘alternative’ experience gained, and the ensuing narrative between host and volunteer, remains under-explored in published research, especially in volunteer tourism research within a cultural context in a developed nation. This paper examines the nexus between volunteer tourism and cultural tourism in the search for alternative and sustainable experiences through tourism. Qualitative research using in-depth interviews, diaries and participant observation was conducted to examine the pre-, during and post-trip experiences of 12 Australian visitors undertaking organised volunteer activities in an indigenous Maori community in the North Island of New Zealand during January 2005. Members of the indigenous Maori community were also interviewed to provide an important host perspective. Findings suggest that the nature of the interaction and cultural experiences gained were perceived as mutually beneficial and seemingly different from those gained from traditional cultural products. In particular, the volunteers experienced an alternative Maori cultural product and engaged in a different narrative with their Maori hosts through their volunteer work, one rich in authentic cultural content, genuine and reflective of modern Maori life in New Zealand society.     

A Study of Impacts—Cruise Tourism and the South West of England

Abstract

This study draws upon research carried out in 2003, which had the primary purpose of examining the perceived social impacts associated with increased levels of cruise tourism for a major port of call in the South West of England. A survey approach was employed focusing on the town of Falmouth in Cornwall. Data were collected from residents using email and face-to-face street surveys. The results suggest that there is a predominantly positive view of cruise tourism in Falmouth, in respect of perceived impacts. In addition, there is clear recognition within the research population that growth has resulted in an increase in job opportunities, produced financial benefits and led to the development of increased tourist attractions and facilities. There was little to no evidence in the results of negative impacts, including such events as increased levels of crime and overcrowding that are often associated with increased tourism to a destination. The results provide interesting prompts for further research.     

An Investigation of Market Orientation (MO) and Tourism Small and Medium-Sized Enterprises’ (SMEs) Performance in Developing Countries: A Review of the Literature

This paper aims to build a structured literature review of the field of market orientation and its impact on tourism small and medium-sized enterprises (SMEs) performance in developing countries. This literature review will present a comprehensive survey of market orientation (MO) published articles to facilitate good understanding of MO. It serves as an archive and aims to help the scholars and practitioners to explore, analyse, and develop a clear understanding about the different research points and methodologies implemented in previous studies related to MO and its impact on tourism SMEs’ performance. The paper systematically reviews and categorizes the published literature implementing a three-stage methodology, and thereafter analyzes and reviews this literature methodologically. The review covered many areas and identified some factors that drive/hinder market-oriented activities within tourism SMEs. Furthermore, suggestions have been made to understand more thoroughly how market orientation influences tourism SMEs performance in developing economies. A research gap in the area of market orientation and tourism SMEs performance in developing countries was identified. The study provides great benefits for owner-managers, government policy makers, scholars, and educators by clarifying the concept of market orientation and its relationship with performance in the context of tourism SMEs.     

Do Loyalty Groups Differ in the Role of Trust in Online Tourism Shopping? A Process Perspective

Today, Internet use is becoming increasingly prevalent, and people all over the world are shopping online with increasing frequency. While much of the current literature tends to focus on the dependent variable of loyalty on online tourism shopping, this study draws heavily on the moderating role of loyalty. In particular, this study aims to examine the relationships among perceived security, website properties, navigational functionality, trust, and satisfaction, as well as to use a process theory to investigate the differences in these constructs between low- and high-loyalty groups. The results of this study reveal that perceived security, website properties, and navigational functionality significantly and positively affected trust. In addition, loyalty was found to reinforce the relationships among perceived security, website properties, navigational functionality, and trust.     

A fad or the future? Examining the effectiveness of virtual reality advertising in the hotel industry

New virtual reality technology presents hotels with wide-ranging marketing, training, and customer service opportunities. The purpose of this study was to explore both the immediate and delayed effects of hotel VR commercials as compared to traditional video commercials. Based on the perceptual load theory and elaboration likelihood model, this study designed and conducted a 2 × 2 laboratory experiment with two stages of data collection. The study demonstrated that VR commercials produced better immediate effects than the traditional commercials, especially for participants with high elaboration likelihood levels. However, the findings also revealed significant decreases in purchase intention among participants watching VR commercials and a significant improvement in attitudes among participants watching traditional commercials. Both theoretical and practical implications were discussed to leverage the power of VR in marketing.     

A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing?

This study examines the relevance and conceptualizations of the authenticity concept in cultural tourism from the managerial standpoint. We propose a consumer-based model in which authenticity is a key mediating construct between cultural motivation and loyalty. The model is empirically examined by means of a survey conducted on 25 Romanesque heritage sites in four European countries. A confirmatory factor analysis and structural equation modeling were performed using LISREL 8.72. The results indicate that cultural motivation is an important antecedent of both object-based and existential authenticity, which in turn influence tourist loyalty. Theoretical, managerial and marketing implications of authenticity are discussed, showing that the consumer-based perspective can transcend some 'irreconcilable tensions' related to this concept.     

Cure-all or curse? A meta-regression on the effect of tourism development on poverty alleviation

The purpose of this study is to synthesize the overall effect size of tourism on poverty alleviation and to unveil underlying factors explaining the heterogeneity of this effect size across estimates. Using a rigorous meta-analysis based on 298 estimates extracted from 33 studies, we calibrate a combined effect size of −0.14 with a 95% confidence interval of [-0.23, −0.05], indicating that tourism moderately reduces poverty. A meta-regression demonstrates that the effect size of the tourism–poverty nexus is susceptible to several factors, such as poverty and tourism measures, focal countries’ development level, and endogeneity treatment. In particular, the results show that use of the Gini coefficient, a popular proxy for the poverty gap, can unexpectedly underestimate the negative effect size. Moreover, funnel plot and Galbraith plot demonstrate that researchers are apt to report a positive tourism–poverty nexus in the literature. Lastly, research and policy implications are provided.     

Why does a firm participate in a travel exhibition? A case study of the Taipei International Travel Fair

This study explores the reasons why an exhibitor participates in a travel exhibition and assesses this marketing strategy. A total of 15 representative exhibitors who participated in the Taipei International Travel Fair were interviewed between January and July 2016. The results of the analysis indicated that exhibitors’ selection of a travel exhibition was based on the exhibition’s performance and condition. The primary purposes for participating in a travel exhibition were to enhance the firm’s reputation and sales. The exhibitors’ marketing strategies primarily involved on-site promotional activity and relevant five-sense experiences. An assessment of exhibitors’ participation factors and marketing strategies can both help firms implement their goals and enable organizers to create sustainable exhibitions. This study contributes to the existing literature by providing both theoretical and managerial implications for the travel fair, service, and tourism industries.