Showing papers in "Journal of Vacation Marketing in 1999"
TL;DR: In this article, a review of the literature on brand loyalty, destination choice and repeat visitation behavior is presented, which suggests that there is a close linkage between previous destination purchase history and future purchase behavior.
Abstract: Successfully predicting tourism destination choice by potential travellers would be an invaluable advantage to managers and marketers. This paper reviews the literature on brand loyalty, destination choice and repeat visitation behaviour. Based on this review it argues that previous destination choice over a long time period would provide the necessary information to segment (potential) tourists into loyalty segments which in turn will provide destination marketers with valuable information for more cost-effective target marketing. While this article does not test the predictive value of the loyalty typology, it suggests that there is a close linkage between previous destination purchase history and future purchase behaviour.
212 citations
TL;DR: The dynamism of the structure and scale of international tourism in post-communist Central and Eastern Europe both reflects and is part of economic, political and social restructuring processes in this article.
Abstract: The dynamism of the structure and scale of international tourism in post-communist Central and Eastern Europe both reflects and is part of economic, political and social restructuring processes in ...
158 citations
TL;DR: Clements et al. as mentioned in this paper found that college students who had travelled during the Spring Break vacation had significantly higher levels of involvement than non-travellers, which was associated with push factors relevant to travel to beachfront destinations on Spring Break.
Abstract: Researchers and marketers are interested in understanding and predicting the complex behaviours of consumers. One important facet of consumer behaviour is the ‘involvement’ construct. Involvement is ‘a person’s perceived relevance of the object based on inherent needs, values, and interests’.1This study examined the interplay between the involvement construct and push/pull factors as motivators in destination selection.Clements and Josiam2found that college students who had travelled during the Spring Break vacation had significantly higher levels of involvement than non-travellers. This study surveyed 795 college students during their Spring Break vacation at the beach in Panama City Beach, Florida. Vacationers were found to be highly involved with the concept of travelling on Spring Break. As hypothesised, high levels of involvement were significantly associated with push factors relevant to travel to beachfront destinations on Spring Break. High levels of involvement were also significanlty associated ...
138 citations
TL;DR: This paper used a qualitative approach toward evaluating South Australia's competitiveness in the Australian domestic tourism context, based on interviews with travel agents, who are traditionally information gatekeepers and a crucial component of the distribution channel, reveals that South Australia is only in a strong position with respect to two out of eight core attractions emphasised in that state's tourism promotion material.
Abstract: Competitive analysis of destinations is rapidly gaining in importance in the strategic positioning and marketing planning of destinations. Thus far, relatively few tourism studies have utilised competitiveness as an assessment tool. This paper uses a qualitative approach toward evaluating South Australia’s competitiveness in the Australian domestic tourism context. Based on interviews with travel agents, who are traditionally information gatekeepers and a crucial component of the distribution channel, this paper reveals that South Australia is only in a strong position with respect to two out of eight core attractions emphasised in that state’s tourism promotion material. Apart from the wine industry and the ‘big river’ theme associated with the Murray River, none of the state’s other tourism features is recognised within the market.
123 citations
TL;DR: In this paper, the authors discuss the impact of electronic commerce on the development of strong tourism destination brands and the challenges and opportunities faced by WA suppliers when using electronic channels on the Internet.
Abstract: This paper discusses the impact of electronic commerce on the development of strong tourism destination brands. Electronic media have the potential to create strong direct links between individual tourism suppliers and their customers, thereby possibly undermining collective efforts to create strong destination brands. In addition, electronic media may have the potential to strengthen the process of destination brand creation, by facilitating interaction and cross-selling between complementary producers within a destination. A case study methodology is used to evaluate the recently developed Brand Western Australia (Brand WA) marketing campaign. This strategy attempted to develop a strong centralised tourism destination brand for the state of Western Australia and the paper reviews the branding strategy to date, the promotional and distribution channels used, and the challenges and opportunities faced by WA suppliers when using electronic channels on the Internet. It is concluded that despite the enormous...
89 citations
TL;DR: The Western Australian Tourism Commission's (WATC) approach to destination branding as mentioned in this paper is based on intensive consumer research, which resulted in an entire organisational shift and has repositioned Western Australia as a premier nature-based tourism destination in the global market.
Abstract: This paper outlines the Western Australian Tourism Commission’s1 (WATC) approach to destination branding. Based on intensive consumer research, Brand Western Australia (Brand WA) resulted in an entire organisational shift and has repositioned Western Australia as a premier nature-based tourism destination in the global market. The cornerstone of the strategy was a partnership between government and industry and this philosophy forms the platform for the future policy direction of the WATC, paving the way for tourism growth in Western Australia. To ensure delivery of the marketing promise, infrastructure development and partnerships with other key government agencies are a fundamental part of the Brand WA strategy. The WATC has adopted a totally integrated and inclusive approach to destination branding tht encompasses marketing and development strategies and, in the process, is crafting a unique identity for Western Australia.
76 citations
TL;DR: In this paper, the authors identify and describe a distinct and representative set of theme types and attributes in a theme park and examine the relationship between visitors' motivation for visiting theme parks and theme preferences.
Abstract: Theme parks aim to create the atmosphere of another world and it is essentially the theme which becomes the main part of a theme park experience. Thematic tourism had become increasingly popular where travel is motivated by an interest in a particular subject or area rather than by the more traditional motivations such as idyllic scenery and climate. The drawing power of theming is evident in the fact that it has, in recent years, become a catalyst for the growth of new destinations based mainly on thematic leisure.This study attempts to identify and describe a distinct and representative set of theme types and attributes in a theme park and examines the relationship between visitors’ motivation for visiting theme parks and theme preferences. Weak to moderately strong relationships were found between motivation for theme park visits by visitors and their demographics and lifestyle patterns. Given the fact the theme park industry is still relatively young in Asia, the findings of this study reinforce the n...
67 citations
TL;DR: In this article, a review of the roles of travel intermediaries leads to the proposition that talk of such "disintermediation" is premature and the reverse process of "re-intermediatedation" may be more appropriate in the travel and tourism sector.
Abstract: Direct marketing has often been held out as the death knell for travel intermediaries as airlines, hotels and car rental companies communicate directly with their customers. The prospect of entering a one-to-one dialogue with customers while retaining the sales commission for themselves has seemed an undeniable attraction to service principals. However, a review of the roles of travel intermediaries leads to the proposition that talk of such ‘disintermediation’ is premature and the reverse process of ‘re-intermediation’ may be more appropriate in the travel and tourism sector. Research is reported which demonstrates the benefits of using intermediaries for a specific travel package. While traditional high-street travel intermediaries may be facing serious threats, a new breed of travel infomediary is becoming firmly established.
65 citations
TL;DR: The authors provides an argument for going back to the simplification of branding and positioning based on features expressed by visitors as the attraction to a destination, which is similar to the approach of The authors.
Abstract: This paper provides an argument for going back to the simplification of branding and positioning based on features expressed by visitors as the attraction to a destination. Research indicates that ...
59 citations
TL;DR: In this paper, the purpose of the study was to determine if there is a lesbian and gay sports tourism industry, and the results revealed evidence of an extensive and growing industry estimated to be worth $180m within the larger LGS tourism industry that is worth $15bn.
Abstract: The purpose of this study was to determine if there is a lesbian and gay sports tourism industry. Results revealed evidence of an extensive and growing industry estimated to be worth $180m within the larger lesbian and gay sports industry that is estimated to be worth $15bn. Moreover, the market is gaining increased recognition by mainstream corporate America as an affluent and viable market. Some of the results include: there is a large lesbian and gay sports industry; there is a viable lesbian and gay sports travel industry; the demand for lesbian and gay sports products has led to the creation of companies that specialise in lesbian and gay sports travel products; lesbian and gay media give increasing attention to sports events and travel; there is proliferation of sports spectatorial products; and the Gay Games have had a significant impact on sports participant and spectatorial travel.
55 citations
TL;DR: A survey of 100 Taiwanese visitors to Hong Kong about their shopping experience in Hong Kong and in Singapore was conducted as discussed by the authors, which indicated that Hong Kong has an advantage with a wider selection of merchandise but there are not many differences between Hong Kong in terms of product and service quality.
Abstract: Hong Kong has been renowned as a ‘shoppers’ paradise’ for more than a decade. Visitor shopping accounted for more than half of the total visitor expenditure and it is obvious that visitor shopping is an important component of the Hong Kong economy. Taiwanese are one of the most important sources of visitor arrivals and shopping revenue. A survey of 100 Taiwanese visitors to Hong Kong about their shopping experience in Hong Kong and in Singapore was conducted. Results indicated that Hong Kong has an advantage with a wider selection of merchandise but there are not many differences between Hong Kong and Singapore in terms of product and service quality. However, Taiwanese tourists felt that retailers in Hong Kong are not as honest as those in Singapore.
TL;DR: In this paper, the authors identified travellers' perceptions of quality of hotel services and facilities among three hotel categories in Hong Kong: high-tariff A, high-Tariff B and medium-tarIFF hotels.
Abstract: This paper identified travellers’ perceptions of quality of hotel services and facilities among three hotel categories in Hong Kong: High-Tariff A, High-Tariff B and Medium-Tariff hotels. Using a factor analysis technique, the study generated seven hotel factors from 33 hotel attributes identified by the hotel guests. The seven hotel factors were ‘Staff Service Quality’, ‘Room Quality’, ‘General Amenities’, ‘Business Service’, ‘Value’, ‘Security’ and ‘IDD Facilities’. Results of ANOVA indicated that the ranking of the seven hotel factors was significantly different in the three hotel categories. Travellers’ mean ratings of their perceptions of hotel factors increased positively, according to the higher hotel category. The finding is typical, in the sense that when people pay more, they expect to get better quality services. The two most important hotel factors perceived by guests of High-Tariff A and High-Tariff B hotels were ‘Room Quality’ and ‘Staff Service Quality’, while the top priority for hotel gue...
TL;DR: In this article, the current position of UK zoos in the visitor attraction market is analyzed using the model of the product life cycle and issues surrounding their future success are explored and, following a national survey of visitors and latent visitors, the core strengths and weaknesses of their unique offering are examined.
Abstract: In light of the increasingly competitive day visit market and concern about the keeping of wild animals in captivity for human amusement, traditional UK zoos must balance carefully the demands of the paying visitor with those of maintaining credibility as conservation and education-oriented organisations. Utilising the model of the product life cycle this paper analyses the current position of UK zoos in the visitor attraction market. Issues surrounding their future success are explored and, following a national survey of visitors (n = 241) and latent visitors (n = 304), the core strengths and weaknesses of their unique offering are examined. Views on zoos offer hope. Visitor numbers are likely to be steady, but at a lower level, and while some zoos may falter, there is scope for success and continued existence.
TL;DR: This article took a qualitative analysis of the tourism industry and found that despite the size, economic importance and interest value of tourism industry with its multifaceted nature, there is a dearth of branding-related research on the sector.
Abstract: Despite the size, economic importance and interest value of the tourism industry with its multifaceted nature, there is a dearth of brandingrelated research on the sector. Taking a qualitative appr...
TL;DR: In this article, the authors argue that their activities need to be undertaken in close cooperation with the private sector using a combbination of old and new techniques, and that success is likely to come via public-private partnerships combined with environmental and social responsibility.
Abstract: Tourism destination marketing is particularly challenging. The nature of tourism, with small businesses selling products in distant markets, has led to a conclusion in many countries that governments and government agencies should have a lead marketing role. The author argues that their activities need to be undertaken in close cooperation with the private sector using a combbination of old and new techniques. Success is likely to come via public-private partnerships combined with environmental and social responsibility.
TL;DR: In this article, the authors analyzed the growth in single households in the UK over the last 20 years and found that the holiday needs and motivations of a particular group of people, namely, single, middle-aged women, are evaluated.
Abstract: The research analyses the growth in single households in the UK over the last 20 years. Within this market segment, the holiday needs and motivations of a particular group — single, middle-aged women, are evaluated. The methodology utilises the experiences of a mystery shopper, interviews with holiday providers and a focus group representing experienced middle-aged female holidaymakers. The conclusions suggest that this market segment is increasing and that the individuals within it perceived that the products and services currently offered by the tourist industry are insensitive to their specific requirements. Recommendations are offered as to how the tourist industry could better subserve these particular customers in the future.
TL;DR: In this paper, the authors present the findings of a preliminary investigation into factors affecting the destination choice of British skiers travelling to Canada, including income, family size, cost, accessibility, skill level, snow conditions and terrain diversity.
Abstract: This paper presents the findings of a preliminary investigation into factors affecting the destination choice of British skiers travelling to Canada Various ‘decision’ elements have been discussed in the literature, including income, family size, cost, accessibility, skill level, snow conditions and terrain diversity The results of this research suggest snow quality and diversity of the skiing terrain are two of the most important features of a destination for skiers with (respectively) an intermediate or advanced ability While holiday cost was still a feature, as British skiers (in Canada at least), tend to come from Britain’s higher socio-economic groups, this aspect was not considered significant by respondents This suggests ski destinations and holiday providers might be better placed putting more emphasis on the ‘ski experience’ and snow quality in British-based promotions, particularly given a significant growth of this market in recent years
TL;DR: In this paper, the authors describe how retail travel agenices have acted as intermediaries between airline companies and wholsale travel companies and the consumer in the Internet and the World Wide Web.
Abstract: Traditionally retail travel agenices have acted as intermediaries between airline companies and wholsale travel companies and the consumer. The Internet and the World wide Web provide a whole new s...
TL;DR: In this article, the authors examined the primary (the motivations for the visit), the cognitive (attribute-based beliefs describing the destination) and the affective (the emotional reaction) images of each of the destinations and demonstrated that while the two destinations may have similar brochure images, appealing to similar markets, the images, and in particular the experiential images, held by visitors are probably different: a difference which is important for those responsible for selling the destinations.
Abstract: The image, or perception, of destinations is a significant influence on the decision-making process of tourists. To identify whether the images of apparently similar destinations might differ, this paper explores the perceptions of tourists visiting two winter sun destinations: the Algarve in Portugal and Cyprus. The paper examines the primary (the motivations for the visit), the cognitive (attribute-based beliefs describing the destination) and the affective (the emotional reaction) images of each of the destinations. The results presented, based on surveys of visitors to each of the destinations, demonstrate that while the two destinations may have similar brochure images, appealing to similar markets, the images, and in particular the experiential images, held by visitors are probably different: a difference which is important for those responsible for ‘selling’ the destinations.
TL;DR: The strategic use of technology in marketing is one of the most significant challenges facing the hospitality industry as mentioned in this paper, according to the findings of a survey of global executives and addresses the challenges faced by the industry.
Abstract: The strategic use of technology in marketing is one of the most significant challenges facing the hospitality industry. This paper reports on findings of a survey of global executives and addresses...
TL;DR: Visitor Information Centres (VICs) play an important role in the rourism equation, particularly from a regional perspective, although their influence on the flow and distribution of visitors tos and within queensland and their impact on subsequent travel and expenditure in the region have been unclear as mentioned in this paper.
Abstract: Visitor Information Centres (VICs) in Queensland play an important role in the rourism equation, particularly from a regional perspective, although their influence on the flow and distribution of visitors tos and within queensland and their impact on subsequent travel and expenditure in the region have been unclear. This study was therefore undertaken to provide an exploratory insight into these influences from a Queensland perspective, and to provide a consumer-based perspective on Queensland’s VIC Accreditation Program.Broadly speaking, the study found that the VICs surveyed do generate a modest, net increase in visitor nights and expenditure in their regions. Their influence in the trip-planning process prior to leaving for the trip appears to be minimal; however, once in the region VICs play an important and influential role in assisting visitors to decide what to see and do. Visitors were highly satisfied with the products and service provided by the VICs used in the study.
TL;DR: The authors discusses the need for supply-side analysis of inbound tourism and argues that reliance on demand-side only projections of market trends is insufficient, and discusses the results of a survey of 351 Korean visitors returning from Group Inclusive package holidays to Australia.
Abstract: This paper discusses the need for supply-side analysis of inbound tourism and argues that reliance on demand-side only projections of market trends is insufficient. The paper discusses the results of a survey of 351 Korean visitors returning from Group Inclusive package holidays to Australia. Visitor characteristics and their reaction to their experiences in Australia were gathered and are assessed. Findings of the survey are analysed from the perspective of identifying and classifying visitor responses to the Australian tourism industry’s supply of visitor goods and services. Deficiencies such as language, transport deficiencies, itinerary construction and shopping are identified and discussed, and possible remedial measures highlighted. Findings indicate that these issues will need to be addressed if Australia’s expectations of continued large annual increases in Korean inbound tourism is to be maintained over the next decade.
TL;DR: In this paper, the authors question the wisdom of using the same global advertising agencies adn practices as these "superbrands" and propose to choose a smaller international resource which is equally creative and equally sensitive to the cultures of the company's overseas consumers, and free up more budget for increased media spend.
Abstract: Companies in the travel and tourism sector are often obliged to market themselves internationally, and consequently to compete for consumer atttention with the largest multinational corporations, even though their advertising budgets are generally far smaller. Given this dilemma, the author questions the wisdom of using the same global advertising agencies adn practices as these ‘superbrands’. Chosen carefully, a smaller international resource can achieve results which are equally creative and equally sensitive to the cultures of the company’s overseas consumers, and free up more budget for increased media spend.
TL;DR: The relationship between parks and tourism at a destination is not well formed, but the collateral materials produced by convention and visitors' bureaux and state travel offices for promotion of their respective city or state (i.e., travel guides, event calendars) provide an avenue for uncovering this relationship.
Abstract: The relationship between parks and tourism at a destination is not well formed, but the collateral materials produced by convention and visitors’ bureaux and state travel offices for promotion of their respective city or state (ie, travel guides, event calendars) provide an avenue for uncovering this relationship This study used these materials and content analysis techniques to investigate the park scope, park role and process used to access more information about parks The park scope was generally seen as ‘minimal’, however, the involvement was higher among parks at the national level, and decreased to minor involvement with city or municipal parks This was substantiated by investigation of the park role in that parks were seen to (1) act as infrastructure to an event, (2) enhance the city’s/state’s image, (3) provide something extra, and (4) show quality of life and ambience In order to obtain more information about park facilities and activities, visitors in most cases would have to access the par
TL;DR: In this article, the authors present an analysis from a sustainable marketing perspective of Bermuda's cruise market and its total tourism product and suggest a number of potential strategies to ensure that Bermuda has sustained growth in the future.
Abstract: Previous studies have analysed the impact tourism has had on the economic, physical and socio-cultural environment of small islands and highlighted the need for a ‘sustainable’ approach to the management of tourism in these areas. However, there has been minimal analysis of sustainability issues on small islands from a marketing perspective. This paper attempts to readdress this balance by providing an analysis, from a sustainable marketing perspective, of Bermuda’s cruise market and its total tourism product. A number of potential strategies are suggested to ensure that Bermuda has sustained growth in the future.The intention of the paper is to analyse Bermuda in the context of the cruise holiday market. The discussion will initially analyse the significance of tourism to Bermuda and evaluate its present situation in terms of tourist arrivals. The paper will then go on to address a number of sustainable marketing issues and apply these to Bermuda’s present market postion. The nature of the global cruise ...
TL;DR: The authors explored British Airways' (BA) inbbound leisure market from Europe to Manchester and evaluated their use of direct marketing activity to increase leisure traffic on Europe-to-Manchester flights.
Abstract: Research was undertaken to explore British Airways’ (BA) inbbound leisure market from Europe to Manchester and evaluate their use of direct marketing activity to increase leisure traffic on Europea...
TL;DR: In this paper, the value of hotel guest history systems as a basis for data segmentation is investigated. But the authors focus on the recent emphasis on retention marketing and its impact on more traditional market segmentation methods.
Abstract: The recent emphasis on retention marketing and its impact on more traditional market segmentation methods is considered. In this context, the value of hotel guest history systems as a basis for dat...
TL;DR: In this paper, a model of consumers' evaluation of a brand extension that postulated comparisons between existing product, new product and brand image attributes was used to evaluate how a consumer evaluates a new product bearing an established brand was the purpose of a pilot study conducted in the service sector.
Abstract: For more than a decade hospitality and travel enterprises have tested and introduced a vast array of new products designed for more narrowly desined consumer markets. A related activity has also gathered momentum particularly as a marketing strategy; the utilisation of an enterprise’s identity in the form of its established brand name to boost the introduction of a new product.How a consumer evaluates a new product bearing an established brand was the purpose of this pilot study conducted in the service sector. Utilised in the research was a model of consumers’ evaluation of a brand extension that postulated comparisons between existing product, new product and brand image attributes. The attributes were categorised and dichotomised into feature-based and concept-based dimensions.Consumers are posited to examine the similarity or congruence between salient and accessible attributes in judging the fit between the new product and brand. A good fit is believed to increase the likelihood of consumers’ favoura...
TL;DR: In 1998, the South Australian Tourism Commission launched an innovative marketing campaign known as "Best Kept Secrets" to attract visitors to the state from external domestic markets as mentioned in this paper, which involved direct mail, and was supported with cinema and print advertising.
Abstract: In 1998 the South Australian Tourism Commission launched an innovative marketing campaign known as ‘Best Kept Secrets’ to attract visitors to the state from external domestic markets. The campaign involved direct mail, and was supported with cinema and print advertising. The centrepiece of the campaign was a magazine-style 148pp direct mail piece known as ‘The Book of Best Kept Secrets’ that was distributed to 1.4 million households in targeted geographic areas. Evaluation of the campaign indicates that it had a substantial impact in raising awareness of the state, stimulating interest in visiting and delivering a motivational and travel planning document that was valued and retained by a substantial proportion of recipients.