Analyzing Destination Images: A Perceptual Charting Approach

Abstract

Heterogeneity of perceptions is a neglected issue in market segmentation studies. Only recently parametric approaches toward modeling segmented perception-preference structures such as combined MDS and Latent Class procedures have been introduced. A completely different nonparametric method is based on topology-sensitive vector quantization (VQ) for consumers-by-brands-by-attributes data. It maps the segment-specific perceptual structures into bar charts with multiple brand positions exhibiting perceptual distinctiveness or similarity. A brief introduction into the VQ methodology is followed by a sample study on three urban destinations competing on the world travel markets. City images serve as the underlying behavioral constructs. Preferential data are based on respondents' comes-closest-to-ideal-city judgments and incorporated into the perceptual positions of city profiles. Perceptual charting works on two levels of aggregation named prototypes and perceptual sub-structures. The results demonstrate how this method prevents the analyst from drawing erroneous conclusions due to uncontrolled aggregation.     

The Role of Local and Regional Food in Destination Marketing

Summary

An analysis of the relevant tourism literature and the promotional material of various destinations indicate that the role of food in the marketing of destinations has until recently received very little attention globally and locally. All indications, however, are that local food holds much potential to enhance sustainability in tourism; contribute to the authenticity of the destination; strengthen the local economy; and provide for the environmentally friendly infrastructure. This paper will highlight the key findings of the preliminary study regarding the utilization of food as a key or supportive attraction by destination-marketing organizations in South Africa. Guidelines for the future development, packaging and marketing of local and regional foods will be postulated and proposals for future research will be outlined.     

Examining E-Relationship Marketing Features on Hotel Websites

Abstract

This study developed and tested a progressive five-level e-Relationship marketing (e-RM) model. The authors examined e-RM web features of the top 127 hotel companies. The results indicate that the hotel companies in the study did not extensively utilize higher-level (Accountable, Proactive, and Partnership) e-RM features on their websites although they employed many lower-level (Basic and Reactive) features. The study also reveals that the extent to which a hotel company employed e-RM website features was positively associated with the size of the hotel company but negatively associated with the number of brands held by the company. This article provides an in-depth e-RM literature review and discusses practical marketing implications as well.     

The Role of Market Orientation in Managing Crises During the Post-Crisis Phase

SUMMARY

The tourism business around the world, as one of the most susceptible and vulnerable sectors, must often manage and survive global crises. In recent years the global tourism industry has experienced major crises, such as terrorist attacks, political instability, economic recession, biosecurity threats and natural disasters. The most well-known cases bear testimony to the fact that crises are not new to the tourism industry. However, tourism management capabilities and abilities to deal with complex and critical situations are limited. The time has come to develop an understanding of factors that can help tourism businesses prepare a way of getting through such crises by examining the role of market orientation and its antecedents during a post-crisis phase. This paper is concerned with the effects of several organizational factors on market orientation in airlines during the post-crisis phase of the terrorist attacks of “9/11.” The results indicate that top management factors, interdepartmental factors and organizational systems have a positive effect on market orientation after a crisis has occurred.     

Market Segmentation in Time of Crisis

SUMMARY

The MICE sector (meetings, incentives, conventions, and exhibitions), has generated high foreign exchange revenue for the economy worldwide. In Thailand, MICE tourists are recognized as 'quality' visitors, mainly because of their high-spending potential. Nonetheless, Thailand's MICE sector has been influenced by a number of crises in the past since September 11, 2001. While a number of researchers have discussed the tourism market segmentation strategies during a crisis situation, less effort has focused on the MICE sector. Using Thailand as a case study, this research has adopted Seaton and Bennett's (1996, p. 31) concept of tourism market segmentation in order to understand the market segmentation strategy implemented by organizations in the MICE sector in time of crisis.     

A Gay Tourism Market

ABSTRACT

There is a commonly held view that gay men, in particular, are frequent and intensive holiday-makers. This is explained by reference to distinctive characteristics relating to income and leisure time and to distinctive values and attitudes. Gay men's travel patterns are believed to be unique and such as to offer good prospects to those, such as tour operators and hoteliers, willing to target this market. The evidence for these beliefs is examined in this article. Many of the assertions are based on limited-coverage survey samples; recent US evidence suggests that the very positive views of the economic status and distinct purchasing patterns of gays are exaggerated. It is, nonetheless, apparent that there is a market segment that it is 'economic' to target but which is unlikely to be representative of gay men. It is apparent that existing surveys are incomplete and are an inappropriate basis for targeting the gay consumer. The article also includes a discussion of marketing approaches to which, it is claimed, gay men are responsive. Whilst the targeting of the gay tourism market does have the effect of validating gay lifestyles, the article includes discussion of other more negative issues that may flow from the perpetuation of the 'myth' of the affluent, care-free gay con-sumer. These include issues such as the generation of a false sense of liberation and distraction from the pursuit of more fundamental aspects of equality. Lifestyle marketing in the context of the gay tourism market has wider and significant implications than those that are usually of direct concern to the marketer; they reach to the core of the nature of homosexuality and its acceptance in society.     

Tourism,Marketing and Sustainable Development in the English National Parks: The Role of National Park Authorities

This paper examines the work of the English National Park Authorities (NPAs) in relation to aspects of the development of sustainable tourism. The NPAs have implicitly sought to achieve sustainable tourism development since the parks were first designated, striving to balance the needs of visitors and the environment within the context of living, working landscapes. Studies have revealed, however, that some NPAs are not fully championing sustainable tourism development. The paper examines the NPA's use of marketing and marketing perspectives in encouraging sustainable tourism, exploring attitudes, roles and activities. A diverse, piecemeal and sometimes underinformed approach is revealed. The paper concludes with ways forward for English NPAs and for other protected area management organisations.     

黑色叙事对旅游目的地引致形象的影响机制

"讲好故事"已成为塑造和传播国家和地方形象的重要手段。以"讲故事"为手段打造旅游目的地形象是一种国际通行的旅游目的地营销方式。现有旅游目的地叙事研究开展还很不充分,关注的叙事偏重于正面叙事材料,对负面叙事的关注还很不够。文章着眼于黑色叙事对旅游目的地引致形象的影响机制,以德国首都柏林作为研究案例,以著名历史游记《柏林:一座城市的肖像》(Berlin:Imagine a City)中关于柏林的系列黑色叙事和柏林旅游局在微信公众号发布的图片作为实验材料,通过招募志愿者参与包括4个阶段的混合研究设计,验证黑色叙事对柏林旅游目的地形象(认知、情感及意动)的复杂影响。研究的主要理论贡献在于:首先,验证了黑色叙事对旅游目的地形象具有显著影响,实证该影响主要透过"叙事主角-游客-自我形象一致性"这一主线发挥作用,明确了黑色叙事主角形象对黑色叙事引致旅游目的地形象的影响机理,丰富了叙事传输理论相关结论。其次,验证了黑色叙事引致情感形象在黑色叙事影响旅游目的地形象过程中的影响效应,发现黑色叙事引致情感形象(而非认知形象)是黑色叙事最终能够影响游客动机的关键。最后,在黑色叙事这一特定研究情境中,验证了目的...     

The U.S. tourists’ perceptions of destination China over two transformative periods

This study conducted a textual analysis of The New York Times to examine the U.S. tourists’ perceived image of China as a destination by comparing the two periods of January 1980–May 1989 and January 2005–December 2015. The study found a drastic shift of the U.S. tourists’ affective image of China as a destination from being favorable and positive in the early period to being unfavorable and negative in the recent period. The affective image was characterized by the two domains of Exoticism and Sense of Superiority in the 1980s, as compared to the two domains of Ordinary and Negative National Image in the recent 10 years. Paradoxically, such a sentimental shift on the part of the U.S. tourists occurred while their perception of China’s destination attributes either did not change or grew more positive.     

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.