Using a network data envelopment analysis model to assess the efficiency and effectiveness of cultural tourism promotion in Taiwan

The importance of tourism promotion has been discussed throughout past studies, and the consequences of ineffective promotion have also been investigated. While tourism promotion is a topic of interest to many researchers, performance measurement used to assess the effectiveness of tourism promotion is a topic seldom discussed. The purpose of this study is to develop an approach based on the data envelopment analysis (DEA) model to evaluate performance for tourism promotion. The main difference compared with previous DEA models is the evaluation of multiple efficiencies in a single DEA implementation, and the assessment of overall efficiency in a ratio index. In the assumption of variables, we use cultural tourism promotion as a foundation in formulating the empirical evaluation, and we test the proposed model by using data across 20 regions in Taiwan.     

Relationship between HEXACO personality factors and emotional labour of service providers in the tourism industry

This study aimed to 1) explore to what extent service providers’ emotional labour is affected by personality as measured using HEXACO personality factors, 2) analyze the affect of emotional labour on the performance of required emotional display rules, and 3) investigate differences in emotional labour depending on service providers’ demographic characteristics. From a questionnaire survey of employees in different service sectors in Korea, four HEXACO personality factors, Extraversion, Agreeableness, Conscientiousness, and Openness were found to have a positive influence on emotional labour. Deep acting has a positive influence on the requirement to display positive emotions and a negative influence on the requirement to hide negative emotions. Demographic variables generally do not affect emotional labour. This study provides practical information about employees to managers in the service industry. It could help in recruitment, the management of human resources, and enhance a company’s service assessment.     

Migrant networks, language learning and tourism employment

This paper examines the relationship between migrants’ social networks, the processes of language acquisition and tourism employment. Data collected using netnography and interviews are used to identify the strategies that Polish workers in the UK use to develop their language skills. The paper highlights the roles played by co-workers, co-nationals and customers in migrants’ language learning, both in the physical spaces of work and the virtual spaces of internet forums. It also shows how migrant workers exchange knowledge about the use of English during different stages of their migration careers: prior to leaving their country of origin and getting a job, during their employment and after leaving their job. Implications for academic inquiry and human resource management practice are outlined.     

Fuzzy Rasch model in TOPSIS: A new approach for generating fuzzy numbers to assess the competitiveness of the tourism industries in Asian countries

This study proposes a novel approach, the Fuzzy Rasch model, which combines Item Response Theory (IRT) and fuzzy set theory. This paper applies the Fuzzy Rasch model in Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to analyse the Tourism Destination Competitiveness (TDC) of nine Asian countries: China, Hong Kong, Japan, Korea, Malaysia, Singapore, Taiwan, Thailand and the Philippines. The study was conducted in 2009 using 6 criteria and 15 indices. The results demonstrate the feasibility of applying the Fuzzy Rasch model in TOPSIS to analyse TDC in Asian countries. In addition, the proposed model also provides an effective means of applying the MCDM method to study TDC. Furthermore, in 2009, the Asian countries were ranked from most to least competitive as follows: China, Japan, Hong Kong, Malaysia, Thailand, Singapore, Taiwan, Korea and the Philippines.     

Construction and validation of a scale to measure tourist motivation to consume local food

Although the importance of the role of local food in tourism has begun to form an academic debate in the last decade, little effort has been invested in understanding what tourist motivations influence consumption of local food and beverages in a tourist destination and to develop a measurement scale for those motivations. Thus, this study adopted the comprehensive procedures of measurement scale development recommended by prior studies. The scale development procedure yielded a five factor measurement scale with acceptable levels of reliability and validity. Five underlying motivational dimensions of local food consumption were labelled: cultural experience; interpersonal relation; excitement; sensory appeal; and health concern. The outcomes and applications of the developed scale are discussed both in terms of theoretical and managerial implications.     

Estimating the long-run effects of socioeconomic and meteorological factors on the domestic tourism demand for Galicia (Spain)

Tourism is one of the more important sectors for the economy of Galicia (northwest of Spain). The aim of our study is to quantify determinants of Galician domestic tourism demand and their impacts. Additionally, confidence intervals for these impacts are calculated by bootstrapping data. The results show that income, Eastern vacations and the celebration of the Holy Year of the Apostle Saint James have had a relevant positive impact on tourism. There is also a significant positive connection between a meteorological phenomenon, the North Atlantic Oscillation (NAO), and tourism demand. On the other hand, the differential rates of inflation between Galicia and the rest of Spain and the 2008 economic crisis have had a negative effect.     

Off-season tourists and the cultural offer of a mass-tourism destination: The case of Rimini

This paper assesses the potential implications on off-season tourism of enhancing the cultural offer of Rimini, a popular Italian seaside holiday destination hosting about 12 million overnight stays per year. Since more than 9 million of these stays are concentrated in the summer season, in the last 20 years. Rimini has been undergoing a policy of seasonality smoothing, which mainly pivots around business and cultural tourism. This assessment has been carried out through discrete choice experiments submitted to a sample of about 800 tourists who visited Rimini outside the summer months. Since tourism can be viewed as a composite good, which overall utility depends on how the component characteristics are arranged, the choice experiments allow to disentangle the importance and the willingness to pay of tourists for different attributes of the holiday. The choice model incorporates a number of possible changes to actual tourism features (which are also the subject of public debate), including them in hypothetical alternative “holiday packages”. The conditional logit analysis of the choice experiments can highlight any synergy or trade-off between cultural and business tourism. Results suggest that business and leisure tourists share many features related to the use of the territory, while there are important trade-offs between these two groups and cultural tourists. Since business tourists have a higher willingness to extend their stay, a softer budget, and their demand is also complementary to the demand of summer tourists (Brau, Scorcu, & Vici, 2009), from the destination point of view investing in this market segment would be the best option. Although a “second best”, however, cultural tourists share with the local population of Rimini many aspects of the demand of territory (Figini, Castellani, & Vici, 2009). Hence, cultural tourism can play a fundamental role in the intermediate season as a tool for smoothing seasonality, to diversify investments and to give value to the city’s cultural heritage.     

“Step into the Real Texas”: Associating and claiming state narrative in advertising and tourism brochures

Texas is one of the most popular states for tourists. Using quantitative and primarily qualitative methods, we analyzed how marketers of small cities and towns associate their place to four central components of the Texas state narrative – the flag, official and unofficial symbols, territory, and social–historical mythology – in advertising and tourism brochures in the years 2008–2010. We discovered that in parallel to the overuse of the “associating to well-known brand/narrative” strategy, marketers also invest efforts toward claiming the narrative. Thus our second goal was to discover which techniques were used in order to claim the state narrative. Using the state of Texas as an example may provide a test case for typology, associating and claiming state narratives in promotional materials.     

When I put on my service mask: Determinants and outcomes of emotional labor among hotel service providers according to affective event theory

This article develops and tests a model of emotional labor in the hotel industry using affective event theory. A multiple-wave longitudinal analysis using data from 424 hotel service employees and their immediate supervisors reveals how work contexts (supervisory support) affect work events (interactional justice), and thereby influence the affective (negative emotions), attitudinal (job satisfaction), and behavioral (emotional labor, service quality, and voluntary turnover) reactions of hotel service employees. The results show that (1) supervisory support relates positively to supervisory interactional justice; (2) supervisory interactional justice is negatively associated with negative emotions; (3) negative emotions relate positively to surface acting and negatively to deep acting; (4) surface acting leads to lower job satisfaction, whereas deep acting leads to higher job satisfaction; and (5) job satisfaction leads to higher service quality and lower turnover. The implications suggest important recommendations for hotel managers.     

Hawker centres as tourist attractions: The case of Singapore

Cooked food hawkers are a sometimes neglected part of the tourism and hospitality industries, yet can play a significant role as a visitor attraction which offers both inexpensive food and insights into the contemporary society and heritage of the destination. Hawking is ubiquitous in much of South East Asia where it is integral to the life of local residents and this includes Singapore, the focus of the paper which also comments on the relationship between food and tourism in general. The cooked food hawker sector in the city state is described and the results of a survey of tourists about their experiences of dining at hawker centres are presented. Responses appear favourable on the whole, but some concerns are identified. It seems that hawkers may have unrealised potential as an amenity for tourists, although widening their appeal and use is a challenging task compounded by the threat to the survival of hawker centres from urban development pressures.