Wissensvermittlung durch ProduktplatzierungenProduct Placement and Knowledge Transfer

Although product placement research differentiates between specific placement effects, the placement of Brands and Brand information, which goes far beyond the mere presence of brands in media entertainment, are simply not taken into account. We assume that this form of product placement can generate knowledge and produce a learn effect. Actual insights on the cognitive effect of product placements, brand knowledge and Neurobiology, working theories and a Hypothesis on the growing knowledge gap, only go to reinforce this assumption and confirm that the learn effect through factors such as brand know-how, relevance, education and attractiveness of the media protagonist can be influenced. The results of an experiment in which audio-visual stimulus material was presented with or without placement showed the the information placed was recognized, remembered and therefore learned. While brand know-how and relevance have no influence on the intensity of this learn effect, attractive and well educated protagonists contributed to strengthen memory performance.     

Can tourism be part of the decarbonized global economy? The costs and risks of alternate carbon reduction policy pathways

Global leaders agree on the need to substantially decarbonize the global economy by 2050. This paper compares potential costs associated with different policy pathways to achieve tourism sector emission reduction ambitions (?50% by 2035) and transform the sector to be part of the mid-century decarbonized economy (?70% by 2050). Investment in emissions abatement within the tourism sector, combined with strategic external carbon offsets, was found to be approximately 5% more cost effective over the period 2015–2050 than exclusive reliance on offsetting. The cost to achieve the ?50% target through abatement and strategic offsetting, while significant, represents less than 0.1% of the estimated global tourism economy in 2020 and 3.6% in 2050. Distributed equally among all tourists (international and domestic), the cost of a low-carbon tourism sector is estimated at US$11 per trip, equivalent to many current travel fees or taxes. Exclusive reliance on offsetting would expose the sector to extensive and continued carbon liability costs beyond mid-century and could be perceived as climate inaction, increasing reputational risks and the potential for less efficient regulatory interventions that could hinder sustainable tourism development. Effective tourism sector leadership is needed to develop a strategic tourism policy framework and emission measurement and reporting system.     

Tourism,tourist learning and sustainability: an exploratory discussion of complexities,problems and opportunities

Learning is often a central element of tourism. Tourists can learn actively, i.e. with a specific purpose, as well as passively through the comparison of values, norms and customs. It has been argued that travel supports active learning that has positive outcomes for sustainability, for instance, in the context of conservation. Yet, the complexity of active and passive learning processes and their outcomes for environmental sustainability and sustainable lifestyles remain insufficiently understood. Against this background, the paper discusses selected learning outcomes for transportation (air travel), accommodation (hotels) and activities (theme park visits). Findings suggest that “desirable” learning (defined as pro-sustainable development learning) in tourism may be very limited, while in particular, passive learning processes which redefine social norms frequently have outcomes that are largely detrimental to sustainable lifestyles. They include forms of moral licensing, the diffusion of responsibilities as well as the attenuation of the negative consequences of travel. Given the economic, social and cultural importance of tourism vís-a-vís its global implications for environmental sustainability, learning outcomes in tourism deserve to be studied in greater detail, while strategies need to be devised to enhance sustainable learning effects.     

Buchbesprechung

Buchbesprechung

Buchbesprechung     

The impacts of international tourism demand on economic growth of small economies dependent on tourism

This paper studies the impacts on economic growth of a small tourism-driven economy caused by an increase in the growth rate of international tourism demand. We present a formal model and empirical evidence. The ingredients of the dynamic model are a large population of intertemporally optimizing agents and an AK technology representing tourism production. The model shows that an increase in the growth of tourism demand leads to transitional dynamics with gradually increasing economic growth and increasing terms of trade. In our empirical application, an econometric methodology is applied to annual data of Antigua and Barbuda from 1970 to 2008. We perform a cointegration analysis to look for the existence of a long-run relationship among variables of economic growth, international tourism earnings and the real exchange rate. The exercise confirms the theoretical findings.     

Öffentliches und Geheimes

In the second half of 2009, the entire media agenda in Germany was dominated by the swine flu, next to the German Federal Parliament elections. Criticism was voiced in the media against the pharmaceutical industry for lobbying the nationwide swine flu vaccination, which was widely considered nothing but a product of the industry’s lobbying power. In order to avoid the usual interviews with lobbyists, we attempted to apply a new methodological framework approach in analysing lobbying processes and key stakeholders in the public sphere—and outside. Crucial to the diversified approach, which involves quantitative content analysis of media coverage and press releases, are interviews with journalists, lobbyists’ network analysis and internet research on biographies. Although a conspiracy could not be conclusively proven, the results do indicate associations that validate the criticism of the industry’s lobbying activities.     

Auf verschiedenen Meeren Jahrestagung der Deutschen Gesellschaft für Publizistik- und Kommunikationswissenschaft, 4.–6. Mai 2005 in Hamburg

Ohne Zusammenfassung     

Real option valuation of public sector R&D investments with a down-and-out barrier option

This paper presents a real options approach for valuing public-sector research and development projects, using a down-and-out barrier option. Specifically, it considers the potential savings to the tax payer for investing in technology to be purchased by a national government. The valuation is performed with stretched trinomial lattices. Government-driven demand for this technology is equated with the underlying asset, and valuation measured in terms of potential government savings. Two variables, volatility of demand for the technology and unit cost, are treated as uncertain. A Monte Carlo simulation is performed to understand the effects of these variables on the valuation. Other variables are estimated, and a parametric analysis is performed to understand the effects of these variables. To illustrate how this approach could be used, the development of a new sensor, to be used in large networks that track greenhouse gas fluxes, is considered as an example.