Geography's Changing Role in Tourism Marketing

Summary

This paper describes key travel traits of non-resident visitors to British Columbia's wine tourism destinations. It identifies Genera-list and Immersionist as being important segments of this market that merit particular attention in future destination management planning and marketing initiatives. It uses an importance-performance analysis framework to determine the key areas for management activity that need to be addressed in order to meet the travel product needs of each of these segments. The paper concludes by recommending a range of strategic initiatives that should be used by the wine industry and its tourism partners to elevate the appeal of BC wine destinations in the international marketplace. While specific to the     

A comparative assessment of community forest models in Cameroon and British Columbia,Canada

In this paper, a comparative review of the community forest models prevailing in two countries is made: the province of British Columbia in Canada and Cameroon in Central Africa. A series of assessment criteria emanating from community forest attributes in both jurisdictions were identified and employed as a basis for assessing and comparing the performance of both models. Results of this study revealed that fundamental similarities and differences exist in the two models and none of the models is superior to the other. However, it is argued that when both models are evaluated against specific criteria, one model often exhibits some sort of dominance vis-à-vis the other. To conclude, the paper prescribes a series of recommendations for improving the efficiency and quality of the community forest model in both jurisdictions.     

Bargaining in distribution channels

This study empirically assesses the impact two fundamental dimensions of distribution channels have on channel member bargaining behavior, namely, (1) the expected duration of the channel bargaining relationship and (2) the channel member dependence on the bargaining. The following findings were observed from a laboratory study using 160 business students: low dependence produced fewer bargaining sessions ending in agreement compared to high dependence among buyer-seller dyads. Low dependence bargainers made more extreme initial offers, conceded less, and used the pronoun we less than did high dependence bargainers. The sellers emerged better off than the buyers from the negotiations. Sellers achieved this advantage by making more extreme initial offers than buyers, conceding more than buyers, but emerging with the better deal.     

Exponents of multiattribute models

The effect of different exponents on the predictive ability of multiattribute models is examined. Survey data on 1202 individuals concerning their preferences for television shows is analyzed. The results indicate that the optimal power is not 1, and that consequently it may be somewhat more advantageous to improve on an already strong attribute than on relatively weak ones.     

Perceived situational effects on price sensitivity

In this article, the multidimensionality of price as perceived by members of a consumer panel is examined. Respondents are first classified as price-sensitive or non-price-sensitive with respect to a durable and a nondurable product. Several dimensions of price are then described within the framework of brand purchase decision situations, and consumer evaluations of the importance of each situational dimension are measured. Dimensions perceived as important by price-sensitive persons are different from those considered important by non-price-sensitive consumers. Variations exist in the importance of price dimensions based on type of product.     

Concept testing

This paper is a review of concept testing based on the published literature and a series of personal interviews with leading practitioners. While there is considerable agreement on the usefulness of concept testing, practitioners disagree on the best way to perform them. In addition to highlighting these disagreements, the paper covers general suggestions for improving concept testing.     

A tourism demand function for the Okanagan,BC

This study examines the relative importance of the existing determinants of tourism demand in the Okanagan. Because national coefficients cannot be used intercnageable with regional coefficients, it is hypothesized that the values of the Okanagan demand elasticities are likely to be lower than that of the Province and the nation. Five major markets for Okanagan tourism with identified and separate regressions run to determine the relative importance of the determinants of demand for Okanagan tourism with respect to these markets. Empirical results indicate that national coefficient will tend to overestimate the regional coefficient values. Contrary to the results of other studies for the nation as a whole, the exchange rate and travel cost did not seem to be significant determinants of Okanagan tourism receipts.     

Self-monitoring,norms, and attitudes as influences on consumer complaining

Reactions of consumers to marketplace problems vary widely despite the frequent similarity of sources of dissatisfaction. The results of two studies designed to investigate the determinants of consumer inclinations to complain are presented. Two alternative social-psychological explanations of behavior employing self-monitoring, moral and social norms,and attitudes as predictor variables are examined.     

Developing and using a customer profile data bank

This article proposes the implementation of a customer profile system to aid the industrial marketer in: making daily sales decisions involving the firm's customers; the development of the vendor's “buyer mix”; and the production of marketing analysis reports used by the firm. The components of the customer profile are presented and the procedures by which these elements can be incorporated into the firm's decision making are explained. Working examples are also provided to reinforce the concepts. Unfortunately the names of the actual corporations had to be deleted or changed for reasons of confidentiality.     

Form and content of replacement cost information: The impact upon investment criteria

The Securities and Exchange Commission (SEC) has recently required that certain registrants disclose specific current replacement cost information when filing their 10-K's. In the current research, unsophisticated investor surrogates were asked to perform an investment task using historical cost and/or variations of actual current replacement cost data for several companies. It was found that neither the content nor the form of the alternative information sets significantly affected the investor decisions.