Sport events are being used with increasing frequency to build the brand of their host destinations. Events can take different roles relative to the destination brand: as co-branding partners with the destination brand, as extensions of the destination brand, or as features of the destination brand. Which role is appropriate depends on the nature of the event's brand. Since each role presents different opportunities, risks and requirements, events must be incorporated strategically into the destination's marketing plan. Strategic incorporation of sport events into destination branding requires that each event be cross-leveraged with others in the destination's event portfolio, as well as with the destination's other sport activities and attractions.

Sport Event Tourism and the Destination Brand: Towards a General Theory

Tourism segmentation studies have traditionally developed segmentation variables from secondary data or a review of the literature. Based on stakeholder theory, this study recommends a two-step approach to destination segmentation, incorporating the views of multiple stakeholders. This article details the recommended segmentation approach using one Australian destination. Step 1 involves understanding how multiple stakeholders viewed their market to identify relevant segmentation variables. Step 2 involves segmenting the destination based on the variables identified in step 1. When compared with segments currently used by the destination marketing organization, the segments derived from the two-step approach to segmentation capture more of the tourists visiting the area. Segmentation guides budgetary decision making, and the proposed two-step approach to segmentation may assist tourism destinations to maximize limited resources by targeting more of the types of tourists who are frequenting the destination.

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Destination Segmentation: A Recommended Two-Step Approach

This study examines object-based and existential authenticity using a multidimensional approach to perceived value. The effects of value perceptions on satisfaction are also examined. Data was collected from tourists at the Singapore Chinatown heritage precinct. The findings revealed that object-based authenticity, existential authenticity, and perceived monetary value positively influenced overall perceived value and subsequently, satisfaction. This paper provides researchers with a theoretical framework of authenticity and perceived value for future empirical studies in the heritage tourism context. It also provides insight into how destination marketers and policy makers can develop effective and sustainable strategies for heritage destinations.

Heritage Tourism in Singapore Chinatown: A Perceived Value Approach to Authenticity and Satisfaction

This article presents an analysis of the impact of fame on tourist intentions to pay for visiting heritage sites. Thanks to a comparison of intentions to buy a visit when the heritage site is famous (heritage brand name awareness) versus not famous (no heritage brand name awareness), the objective is to verify if strong brand awareness could have a negative impact on tourist buyer behaviors. Results show that, regarding national tourists, brand awareness is not always a guarantee of commercial success for heritage places. In fact, fame is a poor asset for well known national heritage sites: It drives site‐seeing (coming to the heritage place), but not site‐visiting (consuming cultural products: i.e., the entrance fees, the guided tours, etc.). Since fame and strong brand awareness are not always synonymous with good reputation and favorable brand equity, some implications for heritage site branding are proposed. This research was supported by a grant from GIS M@rsouin (Mole Armoricain de Recherche sur la ...

Fame Is Not Always a Positive Asset for Heritage Equity! Some Clues from Buying Intentions of National Tourists

In marketing research, tourism scholars have often developed a variety of scales and integrated them into segmentation studies. Since vacation lifestyle variables, which could be utilized as a base for marketing research, have not received much attention from market researchers, this article attempts to further purify the extant scale and use Taiwanese travelers as a case study. The study survey was conducted of 443 tourists staying at least one night at the Ken‐Ting National Park in Taiwan from April to May, 2002. This study collected 420 useful samples. Three groups of users merged from the cluster analysis: (a) Family Oriented Travelers, (b) Social Oriented Travelers, and (c) Stylish Travelers. The study shows that the differences in trip characteristics are the frequencies of domestic travel, the frequencies of international travel, the hotel preferences, and the average expenditure on accommodations. The variations in demographic characteristics relate to age, family life cycle, education, and househ...

Vacation lifestyle and travel behaviors.

Since the development of marketing thought during the post-World War II years, great strides have been made in developing more sophisticated methods for profiling consumers of hospitality and tourism goods and services. The purpose of this study was to develop a profile of visitors that was based on lifestyle and activity level preferences and personal values. These psychographic measures were then compared to relevant demographic data provided by study participants. Study findings showed that the visitors' demographic characteristics were extremely homogeneous, especially their level of educational attainment. Respondents were also very homogeneous with regard to their lifestyle and activity level preferences and their personal values systems. In addition, the study identified the presence of interaction between respondents' lifestyle preferences and personal values according to their gender. The study findings are relevant to marketing researchers and practitioners who are seeking avenues to en...

James A. Chandler

Papers

Comparing Visitor Profiles at Heritage Tourism Destinations in Eastern North Carolina