国外经典旅游目的地选择模型述评

对旅游目的地的选择是任何一个旅游者都必须做出的最重要的决策。多年来,国外学者从不同研究视角出发,提出了大量的相关理论模型,这些模型对旅游消费者行为研究具有重要意义。文章主要对实证主义范式下的旅游目的地选择模型进行了回顾,并从理论和实践角度对其进行了评述;通过对其理论渊源、主要贡献和不足之处进行梳理,以期为旅游目的地选择的相关研究和营销实践提供借鉴。     

A Concept of Location-Based Social Network Marketing

A stimulus-response model of location-based social network marketing is conceptualized based on an exploratory investigation. Location-based social network applications are capable of generating marketing stimuli from merchant, competition-based, and connection-based rewards resulted from relevance and connectivity. Depending on consumption situations, consumer characteristics, and social network structure, these rewards lead to actual behavior that manifests in variety behavior (i.e., patronage to new places) and loyalty behavior (i.e., increased frequency of patronage to familiar places). This behavior implies changes in patterns of mobility, making this marketing approach particularly relevant for tourism and hospitality businesses. Managerial implications and recommendations for further studies are provided.     

目的地感官营销:原理与工具

当前,越来越多的研究者开始利用感官营销理论开展目的地营销研究与实践。本文首先解释感官营销理论的原理,阐释具身认知理论为其提供的心理学基础和镜像神经元为其提供的生理学证据;其次,基于感官营销的独特原理,本文提出将"感官印象"作为目的地感官营销研究的测量工具,并与传统目的地营销研究中所使用的感知形象作对比,从生成过程中的心理机制角度论证两者之间的差别。     

The Marketing Planning Index: A Tool for Measuring Strategic Marketing Effectiveness

Abstract

Managers practice in a consistently changing environment necessitating the need for an effective strategic marketing process. Nevertheless, measurement of marketing effectiveness has tended to be ignored in the literature. This study proposes a new managerial tool called the marketing planning index, which measures the effectiveness of marketing. The tool is tested on the service industry-in this case the hotel sector. Our findings indicate that the marketing planning index is a simple but powerful managerial tool that helps develop the diagnostic information needed to generate corporate and business level initiatives designed to improve strategic marketing effectiveness.     

Escaping the Jungle

ABSTRACT

One of the most challenging, but also most interesting, features of tourism and hospitality as an area of study is that there is considerable variability in the backgrounds and training of those who are involved in its management. In some commercial sectors there is a lengthy tradition of the use of marketing as an integral component of management practice, while in public management organisations, marketing concepts are either unknown or mistrusted. This lack of application of marketing is particularly apparent in the management of tourism to protected areas such as National and State Parks and forests. An ongoing challenge in this sector is to conduct research into visitors and how they choose and enjoy their nature based leisure experiences. This article will report on a project to improve the study and management of visitors to the Wet Tropics World Heritage Area in the North Eastern part of Australia. The study involved a travel lifestyle market segmentation of over 1200 visitors to the area based on travel interests, activities and desired rainforest based tourism experiences. The analysis identified four core types of rainforest visitor and these groups were compared and contrasted in terms of their service quality ratings and overall satisfaction. The article concludes with links to the management frameworks for this tourism destination and the value of different segmentation techniques     

Hospitality service failures: Who will be more dissatisfied?

This research examines consumer responses to process and outcome failures in two hospitality settings, a hotel and a restaurant. Converging evidence from two experiments indicates that dissatisfaction with service failures reflects the joint influence of failure type and value orientation. Specifically, a face-conscious value that emphasizes a positive public self-image has an aggravating effect on dissatisfaction, and the effect is stronger for process failures. In contrast, a fate-submissive value that conduces fatalistic thinking has an attenuating effect on dissatisfaction, and the effect is stronger for outcome failures. These results have broad implications for hospitality research and practice, especially in the areas of service quality management and target marketing.     

旅游目的地形象、定位及品牌化:概念辨析与关系模型

目的地形象、目的地定位和目的地品牌化是目的地营销研究领域3个非常重要的概念,它们既相互区别又相互联系,通过一定的逻辑链条在目的地营销实践中发挥各自的作用.从理论上探讨三者之间的关系对于目的地营销实践的顺利开展意义重大.本文对这3个概念及其相互联系进行了详细分析,认为3者作用的发挥应遵循"目的地定位一目的地品牌化一目的地形象"这样一种逻辑链条,并构建了3者之间的关系模型.     

论旅游目的地联合营销的理论基础及其对中国的启示

时于以旅游经济为支柱的地区来说,目的地营销一直是一项极具挑战性的任务.联合营销可能为目的地旅游组织解决这一挑战提供有效的路径.本文以组织关系理论为基础,探讨和阐述旅游目的地联合营销的先决条件、动机成因、合作过程和预期成果,并对其理论和实战两个层面的影响进行阐述.     

Understanding customers’ healthy food choices at casual dining restaurants: Using the Value–Attitude–Behavior model

This study examined how individual health values influence interest in healthy foods, positive outcome expectations, hedonic expectations, and behavior intentions. A total of 1188 valid questionnaires were collected from customers who had consumed healthy menu items at casual dining restaurants. The results indicated that health value was the key element that inspired customer interest in healthy eating and aroused hedonic and positive outcome expectations, which in turn enhanced intentions to purchase healthy food items. Restaurant managers are advised to establish creative marketing strategies to motivate customer interest in healthy menu items and emphasize benefits of their healthy food items. Future studies can extend the scope of research by examining differences in geographical areas or demographic profiles.     

Consumers’ perceptions,attitudes and behavioral intentions regarding the symbolic consumption of auspiciously named foods

The extant literature documents the significance of an auspicious naming strategy using lucky names and/or numbers to promote consumer behavior. However, this practice has rarely been examined in the hospitality literature. Therefore, by integrating value-belief-norm (VBN) theory and the theory of reasoned action (TRA), this study developed a consumer behavior model to examine the influence of customer perceptions of auspiciously named foods on their attitudes and purchase intention. In total, 475 surveys were collected using a panel data service in China. This study examined the structural relationships among personal values, superstitious beliefs, attitudes, social norms, and purchase intentions. The results revealed the salient role of social norms in determining auspicious consumption. Additionally, age was found to moderate the effects of attitude and social norms on purchase intention. These results provide important insight into how to develop effective marketing strategies to increase the sales of auspiciously named food products.     

The Tourism System Research Categorization Framework

This analysis produced a tourism system research categorization framework comprising mutually exclusive subject areas to classify the keywords in academic journal articles. The primary research goals were to develop this framework and then assess the frequency levels of specific tourism research subject areas in the 10-year period of 2002–2011. A database of 37,918 author-selected keywords from 9,588 research articles in 31 tourism, hospitality, and leisure journals was created. Using the proposed framework, the database was divided into six main categories (destination; demand; travel; marketing; geographical areas; and generic terms) and 61 sub-categories. The destination category captured the most keywords, followed by demand and then marketing.     

Tour operating planning in Thomson Holidays UK: The use of research

Thomson Holidays is the UK's largest inclusive tour operator with a turnover of over £200 million in 1982.The author, the company's marketing director, divides tour operating planning into nine major strategy areas: company strategy, marketing strategy, product strategy, marketing mix, the consumer, pricing, the brochure, annual programme plans and monitoring of results, and for each describes how research is used to deal with major problems and issues.     

The determinants of hotels' marketing managers' green marketing behaviour

Little is known about the factors underlying the pro-environmental behaviour of marketing managers. This paper explores the determinants of green marketing practices in the Red Sea hotel sector in Egypt. The research model assesses green marketing practices against the personal and organisational values of the marketing managers, together with a range of organisational and demographic variables expected to influence hotels' environmental behaviour. From a valid sample of 89 marketing managers responsible for 194 hotels, it was found that organisational contextual variables, and in particular targeting Western tourists, being affiliated to an international hotel chain and the marketers' own demographics, including age, academic subject studied and gender, were the best predictors of more proactive green marketing. Personal environmental values did not explain the pro-environmental behaviour of marketers, and the organisational environmental values that had explained part of their ethical behaviour had resulted from voluntarism rather than utilitarian or conformance-based values. Government policies also appeared to be ineffective determinants. The implications for green marketing practices are also discussed.     

How to win the consumer’s heart? Exploring appraisal determinants of consumer pre-consumption emotions

Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively influence consumer affect-driven consumption behavior. However, research on the determinants of pre-consumption emotions remains under-explored. This study aims to fill the research gap and proposes a theoretical framework to explain affect-driven behavior. Grounded on the cognitive appraisal theory of emotions, we hypothesize that marketing stimuli are personally appraised based on several dimensions such as novelty and goal relevance. These appraisal dimensions determine the elicitation of positive emotions, leading to behavioral intentions. A total of 655 participants were recruited for an empirical study to test this framework in the context of a tourism event experience. We use an experimental research design to examine consumer appraisals, emotions and behavioral intentions in four conditions: two marketing visual formats (poster vs. video) over two delivery channels (advertising vs. e-word-of-mouth). Research outcomes support the theoretical framework of consumer affect-driven behavior, suggesting that the elicitation of positive emotions beneficially guides consumer behavior in goal striving and novelty seeking. Based on this, emotion-focused marketing implications are recommended, including goal-based segmentation, goal-relevant content development and the use of eWOM as an emotion-enhancing message delivery channel.     

我国饭店营销管理的黄金规则

该文是作者在研究美国《全球营销管理》作者Warren J.Keegan(沃伦J.基肯)教授提出的18条企业营销管理指导原则基础上,结合我国饭店业特点、目标顾客消费行为特征与市场竞争趋势,提出、论证了20条指导我国饭店营销管理的黄金规则,并说明了它们的运用要点。     

Best Practice Marketing for Regional Tourism Destinations

This article reports on destination marketing best practices from 21 regional destinations around Australia. The results advocate an integrative approach to destination marketing that aligns with destination management and development objectives. From this, a framework is developed, within which nine best practice principles are identified as essential to successful and sustainable marketing of regional destinations. The key initiatives used to achieve success are discussed in detail, highlighting the need for destination stakeholders to foster a cooperative and strategic approach and ensure consistent design and delivery of a destination brand and image which is supported by tactical advertising and promotional strategies, effective visitor information services, and events to support the destination brand and image to target appropriate visitor markets.     

The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: An empirical examination of Australian and Taiwanese born tourism employees

The role of internal marketing on building employee satisfaction has been empirically established. More than 200 internal marketing studies are evident in the literature yet few consider the role of an employee's own cultural background with no quantitative exploration to date. In response to this gap in the literature, this research seeks to understand whether cultural congruence (the degree to which an organisation meets an employee's cultural needs) moderates the internal marketing practice and employee satisfaction relationship in a culturally diverse work setting. A sample of 458 valid responses was received from English and Traditional Chinese online and face to face surveys of tourism employees in Australia who were both Australian and Taiwanese born. The data were analysed using confirmatory factor analysis and multi-group analysis. The results confirmed the positive internal marketing and employee satisfaction relationship. Further, this research contributes both applied and theoretical outcomes with empirical evidence establishing that cultural congruence can further strengthen the internal marketing and employee satisfaction relationship. Limitations and future research directions are outlined.     

The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer

This paper addresses calls for more detailed studies of small tourism enterprises. Researchers report a lack of adoption and ineffective utilisation of digital technologies in smaller tourism businesses. The study focuses on two university-facilitated projects of digital marketing adoption and utilisation by 53 small and medium sized tourism businesses in the South of England. The framework for this study was driven by Modes of Knowledge Transference and Technology-In-Practice. The findings describe peer-to-peer knowledge acquisition and sharing that take place in university-led projects and suggests that a combination of Mode 1 and Mode 2 knowledge helps entrepreneurs to advance their digital marketing knowledge. Peer-to-peer clusters are an effective means of placing digital marketing knowledge and technology in the context of small and medium tourism business practice. The paper provides implications for destination marketing organisations and policymakers and suggestions for future avenues of research are offered.     

A Study into the Use of Management Science and Marketing Research Techniques in the Irish Tourism Industry

Abstract

The authors report the findings of a recent survey into the use of management science and marketing research techniques in the Irish tourism industry. Given the well documented benefits of these techniques for management decision making, the research was undertaken to explore the extent to which managers in the Irish tourism industry are aware of and use these techniques. The usefulness of these techniques has spawned a considerable expansion of the coverage of such topics throughout business studies programmes in the higher education sector internationally. The study examines whether what is being taught is being used in practice and if not why not. Overall, the results indicate that management science and marketing research practice in the Irish tourism industry do not seem to reflect their potential.     

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.