Understanding Japanese tourists’ shopping preferences using the Decision Tree Analysis method

This study was designed to assess the factors affecting Japanese tourists’ shopping preference and intention to revisit Korea. The analytical method applied in this study was Decision Tree Analysis, which is under-utilized in tourism studies. A total of 300 questionnaires were collected on the basis of on-site survey method and used for data analysis. Among interesting findings, three groups including ‘respondents who were satisfied, accompanied, and spent US$50–300 on shopping’, ‘respondents who were satisfied, accompanied, and had a shopping expenditure of US$300–1000’ and ‘respondents who were satisfied, accompanied, and had a shopping expenditure of US$1000–5000,’ showed a high level of intention to return to Korea for the purpose of shopping. In addition, two groups ‘those who were interested in shopping in Korea, preferred a shopping mall as a shopping destination, and had an educational level of below high school’ and ‘those who were interested in shopping in Korea, preferred a shopping mall as a shopping destination, and had an educational level of a college graduate or above’ showed a higher level interest in merchandise than in shopping venue attractiveness.     

Blue Flag or Red Herring: Do beach awards encourage the public to visit beaches?

Surveys of beach visitor motivation in Ireland, Wales, Turkey and the USA indicate that beach awards play an insignificant role in motivation to visit beaches. However, a number of criteria closely identified with awards, notably cleanliness and water quality, are revealed to be very important. Aesthetic and emotional factors such as scenic setting and general ambience, and practical concerns such as proximity and range of activities available are much more important than beach awards in attracting visitors to beaches. The merits of beach awards are critically reviewed and it is concluded that any benefits that might accrue are in areas other than attracting visitors.     

The effects of customers’ perceptions of brand personality in casual theme restaurants

Although existing studies recommend that restaurant chains develop and communicate salient brand personalities, no research to date provides empirical evidence that perceptions of unique brand personality by consumers lead to positive outcomes in the restaurant business. Therefore, using a sample of 336 adults, this research models the causal relationships between brand personality perceptions, brand preference, attitudinal loyalty, and positive word-of-mouth (W-O-M) behavior for the Olive Garden and Chili's restaurant chains. It was found that for both chains, brand personality perceptions have a positive effect on brand preference and attitudinal loyalty, brand preference has a positive impact on attitudinal loyalty, and attitudinal loyalty has a positive influence on positive word-of-mouth (W-O-M) communication. In addition, for the Olive Garden and Chili's brands, it was also found that there is a direct link between brand preference and word-of-mouth behavior.     

Ecotourism as a conservation tool and its adoption by private protected areas in Brazil

Ecotourism in private reserves combines the establishment of protected areas with an incentive mechanism to conserve biodiversity. Brazil's private reserve system is well-established but little is known about its links to tourism. This study puts the global private protected area into context and quantifies the extent to which ecotourism has been adopted as a sustainable land-use practice on private reserves in Brazil. Our findings demonstrate that small reserves do contribute to conservation and are used for ecotourism. The belief that large reserves are necessary for ecotourism and conservation is challenged. Only 4% (n = 45) of the 1182 reserves are engaged in ecotourism, mainly those within the Atlantic Forest biome and these are generally small in size (<50 ha). Reserves provide modest to basic accommodation as well as education and economic opportunities that include adjacent communities. Hiking and bird watching are the most popular activities but many reserves are threatened by poaching and invasive species. The low adoption of ecotourism appears due to a combination of factors, including lack of landowner interest, constraints imposed by regulations, logistics and anthropogenic threats. Nonetheless, there is potential to expand ecotourism within private reserves as 143 further private reserves are located near those already engaged in ecotourism.     

Alternatives for Increasing Media Choice in Concentrated Markets

The nature of market concentration in the mass media industries and its implications for diversity of consumer choice are examined. Criteria for evaluating policy alternatives that might increase consumer choice are developed. The policy alternatives evaluated using these criteria are: breaking up large media corporations; growth of cable television; government assistance in financing alternative media; an excise tax on media “excess profits” for alternative media; regulating to ensure greater content diversity; de-regulation; de-regulation with community control; and, increasing diversity through media labor union contracts.