체험마케팅(Experiential Marketing)의 오해와 진실

Slow tourism provides a new approach to contemporary touristic practices by taking into account local populations, extending the length of stay at the destination, and making the tourist experience more fulfilling. The Douro is a rural region that could benefit from slow tourism practices. However, the main tourism activity at the destination is presently limited largely to all-inclusive cruises packages in the Douro river valley, the terroir of the world-renowned port wine. This research first explores the extent to which attributes of slow tourism exist in the region, particularly in relation to modes of transport, local attractiveness, natural and built heritage, and interaction with local people. It then investigates how they are represented in promotional videos of the Douro region produced by the municipalities in conjunction with its DMO. A qualitative analysis of content was conducted alongside with an in-depth interview. The study takes a multi-method approach by analyzing not only the content but also the context by drawing upon complementary information provided by the interviewee. The results obtained testify to the presence of some slow tourism attributes in the videos. However, a clear message is still missing that could elevate the potential of this region to become a sustainable and slow destination.

'Slow down, your movie is too fast': Slow tourism representations in the promotional videos of the Douro region (Northern Portugal)

A review of authenticity research in tourism: Launching the Annals of Tourism Research Curated Collection on authenticity

Tourists regularly make use of their smartphones while staying at tourist destinations. Several studies have studied the outcomes of smartphone use at travel destinations. The current paper believes tourists’ use of their smartphone or its apps because of their contact with tour friends, social loneliness-related concerns or its aesthetic scope. The purpose of this paper is to identify the factors of continued use of smartphone apps via travelers during their stay at a tourism destination, framed within the UTAUT2 model (unified theory of acceptance and use of technology), given intrinsic user attributes (innovativeness), tourism destination aspect (aesthetic scope and social loneliness) and one of the key characteristics of mobile devices (portability).,The sample consists of 357 smartphone users who travelled to some tourist destinations and used some mobile apps during their stay. Data was analyzed using the structural equation modeling approach.,The findings of the study show that the UTAUT2 model can effectively explain the use of smartphone apps at tourism destinations and characteristics of the user and mobile device, does affect behaviour outcomes (smartphone, intention to reuse app, satisfaction towards trip and loyalty towards app).,This paper is mainly important due to its emphasis on smartphone apps’ use during the travel stay, as the majority of the existing literature focusses on prior steps ( service booking).

Examining the factors influencing smartphone apps use at tourism destinations: a UTAUT model perspective

An Exploratory Study of Online Destination Images via User-Generated Content for Southeastern Rural Transylvania

Travel has become a synonym of living memorable and enjoyable experiences. Co-creation centralizes tourists’ role in the creation of value that results from the interaction with other destination s...

Co-creative tourism experiences – a conceptual framework and its application to food & wine tourism

The emergence of peer-to-peer accommodation (P2PA) introduces new values and meanings to the hospitality experience. Focusing on the diverse dimensions of the tourist experience, the purpose of this paper is to identify and assess the relative importance of the main dimensions of guests’ P2PA experience and its relationships with perception of authenticity, place attachment and loyalty to both the visited destination and the P2PA.,A qualitative netnographic approach with content analysis permitted the analysis of 250 reviews taken from the Airbnb platform, specifically focusing on P2PAs where guests stay with hosts in the same space.,The results of the study suggest that guests’ P2PA experiences are particularly influenced by the experience dimensions “aesthetic/sense”, “relate/social interaction”, “escape”, “act” and “feel”. P2PA experiences also result in loyalty intentions, to both the visited destination and the particular P2PA. The dimensions “aesthetic/sense”, “relate/social interaction” and “escape” stand out as most influential in determining perceived authenticity. In turn, place attachment is most influenced by the dimensions “feel” and “relate/social interaction”.,Limitations of this research need to be acknowledged: the P2PA guest experience is explored from the restricted perspective of online reviews using passive netnography. Therefore, some criteria of data collection, for instance, gathering only reviews written in English and with more than 80 words, may be limitative in a more comprehensive assessment of the P2PA experience. Another point is, although P2PA platforms such as Airbnb encourage their guests to review the experience, some people are not inclined to do so; therefore, the published reviews may not reflect all possible experiences at these accommodations inclined to do so; therefore, the published reviews may not reflect all possible experiences at these accommodations.,This study suggests a comprehensive analytical framework for assessing the “holistic multidimensional tourist experience”, integrating Pine and Gilmore’s (1999) and Schmitt’s (1999) approaches, thus deepening the conceptual and methodological debate on the tourist experience. It further contributes to a better understanding of the dimensionality of the tourist experience in the context of shared accommodation. The dimensions under analysis and their association with perceived authenticity, loyalty and place attachment are both of theoretical and practical interest, suggesting approaches to improve the P2PA experience as well as the image and success of the destinations where these units are located.

Tourist experience, perceived authenticity, place attachment and loyalty when staying in a peer-to-peer accommodation.

Wine tourism experiences promote not only rural territories’ distinctive wine and food products, but also their local identity, natural and cultural resources and historical features that add value and uniqueness to tourist experiences. The new experience paradigm applied to tourism invites stakeholders to rethink how and why tourists travel and live their experiences on holidays. Interaction and engagement are components of co-creation, stressing the central role of visitors sharing value creation with other destination stakeholders. The present qualitative study uses discourses from 22 semi-structured in-depth interviews with visitors to Portugal’s Bairrada wine region. Content analysis, carried out with QRS Nvivo 12, shows that interaction enhances wine and food experiences in several contexts. Storytelling seems to contribute to value creation, with stories co-created between winemakers or other destination stakeholders and visitors. Apart from this social interaction, visitors’ physical interaction with natural and cultural destination features is also revealed as a crucial part of wine tourism experiences. Study results suggest the importance of DMOs, facilitating co-creation experiences in wine regions, contributing to visitor satisfaction and loyalty.

Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region

Resumo: Ao longo do seculo XX, a cultura tem vindo a assumir um papel distintivo na atividade turistica, nas areas rurais, em particular. As tradicoes, os costumes e a identidade local sao recursos endogenos que tem integrado a experiencia do rural, procurada por turistas cada vez mais exigentes. Neste artigo procurar-se -a compreender a experiencia cultural vivida em Janeiro de Cima, uma aldeia do Interior Centro de Portugal, atraves das percecoes de varios stakeholders do destino, e identificar potencialidades para desenvolver alternativas criativas que possam melhorar a experiencia turistica rural global. Os resultados demonstram que uma abordagem integrada do desenvolvimento turistico ja esta a ser implementada, mas ainda ha potencial para explorar os recursos culturais existentes visando melhorar a experiencia turistica nesta aldeia, com todos os grupos entrevistados a reconhecerem o valor atrativo resultante da juncao das tradicoes com a co -criacao de experiencias. Palavras-chave: Turismo Rural; Criatividade Cultural; Aldeias do Xisto; Turismo de Experiencias; Turismo Criativo. Cultural creativity - that opportunity for rural destinations?

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Criatividade Cultural - que oportunidade para destinos rurais?

The present study seeks to better understand wine terroir experiences as reported by visitors of a Portuguese wine region, namely Bairrada in Central Portugal that has also been dynamized through a wine tourism route development. The here presented approach focuses on experiences lived by visitors of this territory and correspondingly reported on Tripadvisor, an intensely used social media site with multiple, shared information on trips, destinations, tourism services and vacation or leisure experiences. It is correspondingly frequently used for travel planning and is recognized as significantly impacting destination image development and travel decision-making. For the present study a total of 137 comments reported on Tripadvisor regarding Bairrada experiences from 2019 to 2020 were analyzed using NVivo, following rigorous reliability procedures. Results show the role of wine, tangible cultural heritage and natural landscapes in providing emotionally gratifying, memorable and recommendable wine terroir experiences in Bairrada, with wine interestingly associated to a diversity of experience dimensions. To avoid negative experiences, professional services and quality facilities seem to be paramount.

Mariana Carvalho

Papers

Co-creative tourism experiences – a conceptual framework and its application to food & wine tourism

Tourist experience, perceived authenticity, place attachment and loyalty when staying in a peer-to-peer accommodation.

Interaction as a Central Element of Co-Creative Wine Tourism Experiences—Evidence from Bairrada, a Portuguese Wine-Producing Region

Criatividade Cultural - que oportunidade para destinos rurais?

Exploring Wine Terroir Experiences: A Social Media Analysis