Framing New Zealand: Understanding tourism TV commercials

Tourism TV commercials (TVCs) are a source of information for tourists. TVCs serve to assist the consumer in forming a mental image of a destination. These commercials, however, are seldom a topic of research. This paper analyses two New Zealand tourism TVCs, launched separately in 1999 and 2007. It combines video content analysis procedures suggested by Dimitrova, Zhang, Shahraray, Sezan, Huang and Zakhor (2002). and Rose (2007), a destination image research framework proposed by Beerli and Martin (2004) and Echtner and Ritchie (1991), and a film analysis methodology proposed by Giannetti (2008). The objective is to present a systematic approach to the understanding of tourism TVCs. It is found that 87% of camera shots in these two tourism TVCs last no more than one or 2 s; this is equivalent to using a montage to create an emotional or intellectual response. In the new TVC, established themes such as “nature” and “adventure” remain salient, and the way of life of the local people is emphasized. The aim of this study is to assess the destination image as framed through tourism TVCs to pave the way for future study on the visual elements that may influence an audience’s response to TVCs.     

Promoting Tourism,Projecting Power: The Role of Television Commercials

This paper analyzes television commercials (TVCs) launched by Korea Tourism Organization (KTO) from 1999 to 2012. By repeating shots of traditional and Korean popular (k-pop) culture, high-tech machinery, and sportsmanship, it is fair to say that Korean tourism TVCs both reflected and fueled the fad a target audience has for Korea. Hence the commercials not only promoted tourism, they were also projecting national power in general and cultural power in particular. It is surmised that through power projection the TVCs intend to create a country halo effect so that the country’s products and services may enjoy an aspired added value.     

Narrative transportation and travel: The mediating role of escapism and immersion

The experience of escaping the real world and losing oneself in a fictional one brings pleasure to many. We draw on the overarching theory of narrative transportation (see Gerrig, 1993) to advance knowledge in screen tourism. The aim is to develop and empirically test a conceptual model of TV series consumption, escapism, immersion, and travel intentions with partial least squares structural equation modelling (PLS-SEM). Results confirm that narrative transportation is a structured gradual process: TV series consumption first leads to escapism, escapism to immersion, immersion to travel intention. The mediated relationships (via escapism and immersion) between media consumption and travel intention are found to be significant. The novelty of our model lies in the travel-centred operationalizing of the narrative transportation theory. Based on our results, tourism marketers are advised to implement a tourism ad campaign building on the different stages of narrative transportation to create emotionally engaging tourism marketing products.Impact statementThe main contribution of this research to society in general is that it recognises the cultural phenomenon of TV series consumption and the benefits of narrative transportation as a kind of travel-experience into a fantasy world. We map the stages of narrative transportation, exploring the journey from media consumption to travel intention; the data obtained is of relevance because filming locations often become popular tourist destinations. Whether tourism planners aim to reduce or increase tourist flows awareness of (1) the process of narrative transportation experienced by viewers, and (2) how this process influences travel intentions is key to the effective management of media-induced tourism flows.     

产业融合视角下的影视旅游发展研究

影视旅游发展越来越体现出产业融合的特征,这使得从产业融合视角研究影视旅游具有重要意义。基于产业融合的视角,影视旅游发展模式可以分为影视外景地旅游、影视故事发生地旅游、影视文化旅游、影视拍摄制作基地旅游、影视主题乐园旅游、影视节庆旅游等6类,其中前3类可以进一步概括为影视传播旅游,后3类可以概括为影视提供旅游内容。影视所固有的传播功能是前者的一个基础,旅游吸引物的无边界性则是后者的一个基础,两者共有的基础则是影视和旅游产业共同的文化产业本质。和技术创新是信息化领域产业融合主要动力不同,需求发展导致的市场融合是影视旅游发展的根本动力。和信息化领域相同的是,企业同样是影视产业和旅游产业融合发展的主体。     

中国影视旅游发展的现状及趋势

本文提出影视旅游的概念和特征，以国内外影视旅游发展兴衰为依据，总结概括出影视旅游的发展阶段以及各阶段的特点，指出中国影视旅游的发展经历了从萌芽到发展的时期，目前正处于发展阶段。分析了中国影视旅游发展的现状及存在的问题，提出相应的规划建设对策。最后对中国影视旅游的发展趋势加以预测，指出影视旅游具有广阔的发展前景，将向着旅游客体多元化、旅游主体个性化、旅游内容更新化和规划建设综合化的方向发展。     

影视型主题公园旅游开发“共生”模式研究及其产业聚落诉求——以央视无锡影视基地为例

本文在梳理影视型主题公园溯源的基础上,分析了无锡影视基地产生、发展及其旅游开发的"共生"运营模式,认为无锡影视基地的成功主要是依托管理主体特殊性、区位及选址优越性、影视与旅游产业的融合及文化同存"四位一体共生",多元因素共同作用的结果.同时认为无锡影视基地在其主题产品衍生产业尚未形成的情况下,现有的展演内容、形式和表现手法极易被移植或复制.在体验经济时代,影视旅游后续开发及质量的提升、转型将成为一种必然.本文最后提出了无锡影视基地影视旅游产业聚落基础、优势及实现建议.     

Storytelling in destination brands’ promotional videos

Storytelling represents an extensive and rich body of research in tourism. Prior studies mainly focus on tourists’ stories in understanding travel experiences and little knowledge exists as to whether destination promotional videos embed the principles of storytelling. Using the Hero’s Journey as a guiding framework, this study conducts a narratological analysis of six destination brand commercials. The advertisements are deconstructed, assessing their story structure, story type, archetype enactment, and experiential outcome. Findings indicate that the majority of destination commercials fail to exhibit state of the art practices of storytelling and this represents a missed opportunity. The Hero’s Journey offers a useful tool to help destination marketers to develop powerful storytelling promotional videos that connect with and engage prospective tourists.     

An Empirical Examination of the Antecedents of Film Tourism Experience: A Structural Model Approach

This study aims to empirically examine the antecedents of film tourism experience associated with a serialized TV drama. Drawing on film tourism and media-communication studies, a theoretical model for the causal interrelationship between production values of the TV drama, audience involvement with it, and film tourism experience at its filmed location was tested empirically using structural equation modeling (SEM) methodologies. Responses were drawn from a cross-sectional data sample of international visitors via a survey executed at Daejanggeum Theme Park in Korea. The results indicate that production values and audience involvement have a direct, positive impact on film tourism experience. Moreover, the production values have a mediating, positive impact on film tourism experience through the audience involvement construct.     

Tourism Education in Austria and Switzerland

SUMMARY

Both Austria and Switzerland are small countries with a long tradition hosting tourists. Irrespective of high levels of economic development, the two countries also have high levels of tourism intensity when measured either in terms of number of tourists per native population or in terms of tourism receipts per population (e.g., per gross national product). Consequently, both countries also display a long tradition and evolution in their development of systems of tourism education and training albeit under differing market conditions and pressures. Both countries provide similar products like in the field of cultural tourism and alpine tourism. The tourism structure is also comparable. Both countries are dominated by family owned small and medium size businesses. However, their political structures are very different. This paper shows how each country under the three forces of labour market pressures and industry requirements, on the one hand and tourism education policy initiatives on the other has evolved two slightly different tourism education systems. Furthermore, an attempt was made to provide, based on the discussion in the first part of the paper, a more general explanation with respect to the response of tourism schooling/training supplies to varying conditions in tourism product markets, tourism employment and labour market systems, public choice decisions and general economic conditions. Finally, the paper discusses the paradigmatic shift (i.e., structural change) of tourism factor and product markets from the “Old to New Tourism” and discusses its implications for new types of tourism schooling and training in these two countries.     

张家界旅游城市化响应强度与机制分析

文章提出旅游城市化响应强度的概念,并将旅游城市化响应强度周期划分为快速、平稳、创新和分化4个阶段,以旅游城市化响应强度系数为测度旅游城市响应强度的变量指标,利用张家界1989～2010年相关统计数据,分析了张家界旅游城市化响应强度的时序演变特征,并进一步从静态和动态分析了张家界旅游城市化响应强度的影响机制。结果发现:1989～2010年张家界旅游城市化响应强度呈现出上升趋势,并呈现阶段性演变特征;从静态来看,张家界人均GDP、人均全社会固定资产投资、人均建成市区面积和市域旅游开发强度与旅游城市化响应系数存在正相关关系,相关系数分别为0.9026、0.8841、0.8405和0.7928;从动态来看,对旅游城市化有影响的因素按照影响大小排序为:人均GDP>人均建成市区面积>人均全社会固定资产投资>市域旅游开发强度。     

Film Tourism Town and Its Local Community

This study was designed to identify the relationships between place attachment, residents’ perceptions of tourism effects, and their attitudes toward tourism developments in the context of film tourism destination. A main survey was conducted at seven representative TV drama/film production towns in Korea. Among various findings, both the local communities’ beliefs about local development through the construction of TV drama/film production towns and their attachment to the communities had a significant positive effect on support for the development of film tourism. In addition, beliefs about local development significantly contributed to explaining the level of local community support for the development of a film tourism destination. Local communities’ beliefs also positively and significantly affected attachment to these communities. Interestingly, perceived negative social and environmental effects of film tourism did not indicate statistical causal relationships with the local residents’ beliefs about local development because residents may not tend to consider negative social or environmental effects seriously.     

Does a Food-themed TV Drama Affect Perceptions of National Image and Intention to Visit a Country? An Empirical Study of Korea TV Drama

A Korean TV drama series (Daejanggeum), with a story line focusing on Korean food, was exported to over 50 countries resulting in a surprisingly popular mega-hit. The popularity of this TV drama, transcended across countries and cultural boundaries, has brought an enhancement to the national image of Korea or national brand, and led to a surge in sales of Korean industrial products, as well as an increased interest in Korean tourism resources. This study attempted to empirically investigate the effects of the TV drama series on the national image and intention to visit Korea as perceived by Chinese diners. Interestingly, the “peculiarity of Korean culture” was a main reason for preferring Korean cuisine, which positively affected the perception of the national image and the intention to visit Korea to partake in food tourism. Further, this study suggests that future studies are needed to compare the results of this research according to national, ethnic, regional, or religious boundaries. The comparison of other ethnic groups will be helpful for establishing different marketing strategies according to the different cohorts with different consumption patterns.     

Demand elasticity estimates for New Zealand tourism

Demand elasticities for New Zealand tourism are estimated for 16 different international visitor segments. Segments are differentiated by origin, purpose of visit, and travel style. Elasticities for both international visitor arrivals and on-the-ground expenditure per arrival are estimated for each segment using time-series data. In general, on-the-ground consumption per arrival is more price sensitive than number of arrivals, and Asian market segments are found to be more price sensitive, both in terms of arrivals and on-the-ground expenditure, compared to international visitors from other regions. An application of the results is presented giving the total effect of exchange rate changes on expenditure by international visitors in New Zealand, and management implications are discussed.     

受访游客参与影视旅游展演意愿倾向研究及启示——基于对无锡唐城、三国城、水浒城游客的调查

本文在问卷调查基础上,运用瑟思顿态度比较评价模型,定量测度了受访游客参与无锡唐城、三国城、水浒城影视旅游展演意愿倾向程度,分析了原因并总结出一般规律,认为实景展演与景区主题的统一、本土化和文化品位的挖掘、组织方式和表现手段的综合、创造性和艺术性的搭配、注重节目的丰富性和时代性是影视旅游展演成功的关键所在.同时阐述了基于后现代视角的我国影视旅游展演及其他景区类似展演如何构建的问题.     

Audience involvement and film tourism experiences: Emotional places, emotional experiences

This study attempted to investigate the extent to which audience involvement or engagement with a serialised TV drama affects their actual on-site film tourism experiences at its former filmed locations. As an empirical study, an on-site survey was conducted at Daejanggeum Theme Park, the main filmed location of Jewel in the Palace, known in Korean as Daejanggeum, in Yangjoo, South Korea. The results indicated that audience’s emotional and behavioural involvement was the main driver that positively affected their on-site film tourism experiences. Cognitively oriented audience involvement including cognitive interaction and critical reflection, however, was not considered as one of the major vehicles to construct and influence audience viewing experiences and their subsequent on-site film tourism experiences. The results also identified that the more emotional involvement audience develops through viewing the TV drama, the greater the likelihood of them visiting film tourism locations.     

Move fast,travel slow: the influence of high-speed rail on tourism in Taiwan

High-speed rail (HSR) and tourism are closely related economic activities because improved mobility is perceived to facilitate tourist behavioral changes. This study examines the influence of HSR on the travel patterns of individual tourists in Taiwan in relation to time, space and carbon emissions. A framework is first provided to discuss how changes in the speed of intercity transportation will affect visitors’ choice of the journey, behavior at destinations and trip quality. In addition, HSR is expected to influence five general aspects of travel decisions relating to mobility and trip emissions, including mode selection, travel distance, length of stay per trip, annual travel frequency and total travel days. In the example of Taiwan, information by onsite sampling of 400 domestic travelers found that HSR had a weak influence on travel distance and length of stay per trip, but was observed to facilitate extended time at each stop, a deeper engagement with the locality, and an approximate 10% reduction in transport carbon emissions through intermodal substitution. These phenomena are in line with the slow travel concept of sustainable tourism consumption.     

中国城市居民旅游需求差异分析

旅游需求分析是旅游开发的基础。旅游需求差异分析有利于认识旅游市场特征。本文认为差异问题可以转化为分类问题，于是利用人工神经网络的Kohonen网络对中国39个城市居民的旅游需求分类，然后考虑了收入、旅游消费占收入的比例、区域旅游供给强度和交通条件4个因素，对各个类型的城市居民旅游需求特征信息进行了进一步的分析。得到的认识是：(1)从出游率和消费两方面衡量中国城市阃居民的旅游需求的确存在类型差别，并且在不同程度上与人均收入有相关关系。(2)人均收入与旅游需求存在相关性，但是不同地区(城市)的人均收入只影响其部分旅游需求。     

Analyzing the Use of TV Miniseries for Korea Tourism Marketing

The number of Taiwanese visiting Korea hit a record high in 2004, accounting for a 65% increase over the previous year and taking the first place in destination of departure nationals. Tourism data from 1999 to 2005 also indicates that the total number of tourists visiting Korea has grown steadily. Korean TV miniseries have likely contributed to an increase in tourists visiting Korea. The phenomenon is worth studying in depth. Therefore, the study first classifies tourism induced by Korean TV miniseries. Then, it examines how South Korea executes place marketing to attract tourists and how Korean TV miniseries use product placement to attract tourists to film locations is discussed.     

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.     

出境旅游需求的影响因素--兼论发展中经济体与发达经济体的异同

根据微观经济学的需求理论,结合相关研究进展,文章构建了包括基本经济因素（收入和相对价格）、对外开放度、旅游业发展水平、人口统计特征、突发事件等变量在内的出境旅游需求模型,以74个国家/地区1995—2013年的数据为样本,分析了发达经济体和发展中经济体出境旅游需求影响因素的总体特征与异同。结果表明,收入和价格是影响出境旅游需求的决定性因素,对外开放度、旅游业发展水平、人口统计特征及突发事件等其他因素对出境旅游需求同样具有一定的影响。其中,收入、价格以及产业发展水平对发展中经济体出境旅游需求的影响作用相对更大,而对外开放度和人口统计特征（就业水平、年龄结构和受教育水平）对发达经济体出境旅游需求的影响更加显著。