Anatomy of a flipped classroom

A well-designed flipped course requires a significant amount of planning and preparation, but has great benefit to both students and instructor. Using Bloom’s Taxonomy as a guide, one can design effective online and in-class components that maximize benefits to students. A flipped classroom allows students more time to interact with peers and their teacher, and collaborate with teams. This paper will describe how one tourism educator flipped an advanced marketing course, as well as the technology tools used in content creation.     

旅游目的地品牌标识评价研究——以中国优秀旅游城市为例

品牌标识是旅游目的地的核心品牌要素,也是其竞争优势的重要来源.但是,目前国内外对旅游目的地品牌标识及其评价的研究很少.文章在分析旅游目的地品牌标识内涵和类型基础上,提出旅游目的地品牌标识评价应遵循市场营销之功能性原则.基于此,文章构建了旅游目的地品牌标识评价的IDCAM模型,提出一个好的品牌标识应该具备识别性、区分性、一致性、易于被注意和易于被记忆之特征.以该模型为基础,文章从信号传递、符号意义、要素组合、视觉要素四个视角对旅游目的地品牌标识评价的具体标准进行了研究,并构建了基于IDCAM模型的旅游目的地品牌标识评价标准模型.依据IDCAM模型,我国优秀旅游城市正在独立使用的149个品牌标识大部分具有识别性,但是区分性明显不够,而且符合理想层次评价标准者仅有31个.     

中国省域森林公园技术效率测算与分析

文章借助数据包络分析方法（DEA）,利用2003～2008年的数据,对我国森林公园发展的效率进行研究,为我国森林公园旅游资源的优化配置和运行效率的提高提供参考依据,并测算了31个省区的技术效率、纯技术效率和规模效率,比较了它们之间的差异。结果显示,从全国来看,森林公园的技术效率较高;从个体来看,不同省区森林公园的技术效率存在较大的差异,上海、浙江、广西、广东等省区的技术效率较高;宁夏、内蒙古、安徽等省区的技术效率较低。通过优化投入规模与结构、人员培训等措施能够在一定程度上提高我国森林公园整体的技术效率。     

Cognitive,affective, conative,and action loyalty: Testing the impact of inertia

Research increasingly emphasizes the significance of customer loyalty to a firm's success. In order to provide a clearer understanding of hotel customers’ loyalty-formation process, this study proposed and tested an extended Oliver's (1997) four-stage loyalty model by employing a multi-dimensional approach for each attitudinal loyalty stage while considering the moderating impact of inertia. The original model was slightly altered to improve its fit and predictive ability. Results from the structural model generally supported proposed paths among the variables in the model (cognitive, affective, and conative loyalty components and action loyalty) and verified the mediating roles of study variables in forming action loyalty. Further, findings from structural group comparisons using invariance tests indicated that the links from satisfaction to commitment and intention and from intention to action loyalty were stronger for the low inertia group, supporting the moderating role of inertia. Implications are discussed, and limitations of this study are briefly outlined.     

Understanding organizational citizenship behavior from a cultural perspective: An empirical study within the context of hotels in Mainland China

Scholarly concerns in organizational citizenship behaviors (OCBs) have increased dramatically over the past two decades. Nevertheless, there are significant issues yet to be addressed and resolved, one of which relates to the influences of cultural values on such voluntary behaviors. In view of the importance of OCB in meliorating hotel service and cultivating customer loyalty, the current study seeks to investigate a possible mechanism through which Chinese values (CVs) may function on employee citizenship behaviors within the hotels in Mainland China. The research questions focus on whether CVs have a direct impact on OCB and its verified antecedents, leader–member exchange (LMX) and employee organizational commitment (OC). Eventually, the research findings have verified the conceptual model and confirmed all the postulated linkages among the constructs under study.     

Evolution of indigenous tourism among the Lacandon of Chiapas: an application of Weaver’s model

ABSTRACT

In this paper, Weaver’s six-stage indigenous tourism model is applied to the Lacandon Maya (Hach Winik) of Chiapas, Mexico. Based on a comprehensive review of the anthropological and historical literature on this indigenous group, combined with longitudinal ethnographic and collaborative research performed with tourism entrepreneurs, the Lacandon tourism experience is assessed from the pre-European period until present. By analysing a case study of indigenous tourism in Mexico, a developing country in another geographical region and with a different colonial past, this work supplements Weavers’ perspective. The results show that the fourth and fifth stages of Weaver’s model coincide in this case study, while the sixth stage is still incomplete. Although the Lacandon case has its peculiarities and bearing in mind that several different factors should be considered in the Latin American context, the model proves to be an interesting tool for indigenous tourism analysis in developing countries.     

Towards a geography of tourism

This paper traces the development of geographical interest in tourism during the past half century and examines the range and scope of the geography of tourism. The available literature is reviewed and suggestions are made regarding possible research aveneus and theoretical developments. Six major areas of interest are identified: spatial aspects of supply, spatial aspects of demand, the geography of resorts, patterns of movements and flows, the impact of tourism, and models of tourist space. Through an emphasis on spatial interaction an attempt is made to provide some cohesion and synthesis for this body of knowledge which constitutes the basis of the geography of tourism.     

中国邮轮旅游产业:研究现状与展望

邮轮产业已经成为现代旅游业中发展最为迅猛的行业,近几年达到8％左右的增长速度,被视为“漂浮在黄金水道上的黄金产业”.然而,邮轮业并没有引起学术界的足够关注,研究成果还非常有限.近年来国际邮轮市场的倾斜,使得中国邮轮旅游业发展势头强劲,已成为中国经济增长的新方式和新领域.文章基于国内现有的文献资料,对中国邮轮旅游产业的研究问题和研究成果进行了综述.首先介绍了世界邮轮业的概况和中国邮轮业的发展现状;其次从宏观审视和微观分析的角度讨论了中国学者对邮轮旅游业的研究成果;最后针对中国邮轮产业的问题,从产业集聚视角、利益相关者视角和消费者视角提出了未来值得研究的方向.     

Corporate brand strategy: Drivers and outcomes of hotel industry’s brand orientation

The MNC resellers are vastly competitive and capital-intensive. Based on the corporate brand orientation, the objective is to investigate how the individual dimensions of hotel industry’s brand orientation can improve a corporate experience and subsequently create superior hotel performance and retailer preferences. A model of the integration of the hotel industry’s brand orientation was tested in a survey conducted among MNC resellers from hospitality industry. Structural equation modelling was applied to gain insight into the various influences and relationships. The research makes two main contributions. It makes a theoretical contribution by classifying the integration of the hotel industry’s brand orientation for hospitality industry and from this extrapolate key suggestions for further study. The continuous evolution and economic influence of the hospitality industry require the application of innovative marketing practices.