Delivering Tourism Intelligence: Volume 11

Cover of Delivering Tourism Intelligence

From Analysis to Action

Subject:

Table of contents

(25 chapters)
Abstract

A summary statement of the meaning of tourism intelligence is built in this chapter by considering multiple sources. Tourism intelligence is then cast as the sum of the resources available to a decisionmaker coupled with their interpretive ability to use it. Academic researchers can contribute to this resource base but need to deal with the likely use of other inputs by decisionmakers. Tourism intelligence can be a bridge between academic inputs and broader influences provided that concerns about credibility, trustworthiness, and accessibility of the scholarly work are well managed. The tourism intelligence concept has value for all stakeholders and the chapters in this volume follow a structure to assist the transition from analysis to action.

Part I Governance, Planning and Sustainability

Abstract

Alpine destinations have a large number of decentralized actors who behave autonomously, but they jointly contribute to the tourism product of the destination. Guests expect quality standards comparable to those they experience in large businesses. Leadership is needed that goes beyond pure management tasks. The analysis of “Showcase Stubai” reveals how leadership for an alpine destination in Austria initiated a successful development of summer tourism by means of courageous goals, simple processes, and regionally adapted measures. The destination of Stubai is increasingly becoming a model for the hiking theme in the alpine region. Impressive numbers, data, and facts have confirmed the achievement of this development throughout the last five years.

Abstract

This chapter seeks to elaborate on the concept of complexity theory when applied to destination management, using Mount Rigi (an important recreational and tourism destination in Lucerne, Switzerland) as the focus of the case study. This study supports an alternative view of complexity theory which can help to explain the dynamic, nonlinear, and nondeterministic relationships within the tourism system. It also supports the theory’s applicability toward explaining the nature of tourism as a complex adaptive system, and reveals that Mount Rigi’s development did not occur in isolation, but involved various interdependent tourism components and external factors at both the macro and micro levels.

Abstract

Tourism and culture have become the joint promoters of cultural heritage, thus helping spread traditional values and knowledge. Such joint promotional processes were particularly apparent in 2018, the European Year of Cultural Heritage. This chapter argues for forms of rural development through cultural tourism where these options also preserve cultural heritage and local traditions. Communities are often the core to national identity by preserving the authentic traditions and customs of its culture. Developing this community base for local well-being provides the generic core of this chapter. To illustrate the relevance of local community destination management, two cases are presented, an archaeological site in Spain and a natural and historic site in Belgium.

Abstract

The 2010 eruption of Mt. Merapi volcano in Indonesia was a major regional disaster. A community-based ecotourism was implemented in one village as a new alternative to recover from the event. The Participatory Innovative Learning and Action Research method was employed, with Pancoh Ecotourism Village as its focus. The researchers and villagers collected data using a variety of methods. After four years, growth emerged, and revenues increased. This success was partly due to the widespread training offered by universities, the use of the venue as an education site for sustainability, plus strong presentation of the nature and culture of the village lifestyle, which is attractive for urban citizens.

Abstract

One of the growing segments in tourism industry in Bali is agritourism, a market segment, which has not been fully explored in terms of tourists’ point of view. Thus, knowledge about tourists’ motivation and satisfaction to choose this activity is still in its early stage. This chapter identifies the motivation and satisfaction of local tourists to visit civet coffee plantations. The research, based on a quantitative method, identifies five motivational factors which affect the satisfaction of tourists. The findings improve our understanding of people who choose coffee plantations for their holidays and offer opportunities to maintain and enhance the current situation for this type of agritourism site.

Abstract

The euphoria of tourism development in Indonesia as one of the leading industries of the country’s economy requires proper planning and an advanced strategy to maintain its sustainability. This chapter discusses strategies used by the Indonesian government for the implementation of sustainable tourism development. The strategy comprises three tourism programs: sustainable destination, sustainable observatory, and sustainable certification. The discussion developed in this chapter stresses that sustainable programs require serious commitment from the government and a carefully developed framework that suits the Indonesian context. Further, the proposed programs have to be introduced in closely monitored stages and are perhaps best developed through a certification program that may encourage positive impacts.

Abstract

This chapter is part of a broader research project on popular culture tourism that is designed to explore new destination branding strategies that utilize cultural resources as a key strategy. This study promotes the role of urban cultural attractions as an additional significant resource category for destination development. Through the arrival of new and diversified cultural experiences, destinations such as Australia can improve their existing tourism portfolios. The study is concerned with qualitative aspects of the cultural economy, namely the subjective experiences and expectations of past, existing, and potential tourists. It offers recommendations and comments on the use of alternative cultural attractions in national tourism campaigns.

Part II Consumer Benefits and Experiences

Abstract

Organizations often view current market situations from the customers’ viewpoints. To do so, they face an incredibly vast volume and variety of data. Data visualization makes huge amounts more accessible and understandable and helps to communicate complex information more accurately and effectively. This chapter discusses how to utilize user-generated data in the tourism industry to enhance the customer experience through data visualization tools. Five analysis tools are used to identify the factors that contribute to hotel guests’ dissatisfaction in five top city destinations. Identifying and eliminating dissatisfaction is the first step in enhancing the quality of the experience and in fostering loyalty in the long run.

Abstract

This chapter highlights key experiences in using leading examples of tourism-linked technology during travel. Managerial directions are offered to hospitality and tourism businesses when employing contemporary technology applications. A carefully crafted autoethnographic approach, supported by netnography, provides the basis for the findings and recommendations. Two settings were chosen as iconic cases: exploring the city of Innsbruck and staying in a high-tech hotel in Vienna. The insights revealed that while technology provides advantages for tourists’ stays, less than thoughtful use can also disturb the experiences. The contribution to tourism intelligence from this study lies in the need for technology applications to create well tested, personalized and user-friendly services for diverse tourists and to design a communication system to anticipate problems.

Abstract

This chapter estimates the economic contribution of Keraton (Palace) in Java, Indonesia. Questionnaires were distributed among its tourists to gather information on their profiles, trip characteristics, experience, trip segments, and spending; it was concluded that Sekaten makes a significant economic contribution to the economy of the city of Yogyakarta and this value can be enlarged. Attention to the quality of facilities and services, local attitudes, restructuring pricing, and focusing on more affluent attendees are areas for future improvement. Better partnerships among stakeholders hold the key to improving the marketing, investment, and support services.

Abstract

Consistent exposure to sunshine with high ultraviolet values has significant negative effects on human skin. Key risks include melanoma and the rapid onset of signs of ageing. For Chinese, these are viewed as undesirable, because their genetic legacy predisposes them to greater numbers of skin blemishes and because darker shades are culturally and socially viewed as less attractive. Properties in sunshine locations may need to modify aspects of their infrastructure and service delivery to meet the needs of the globally influential Chinese market. Shaded spaces, new activities, scheduling of experiences in the early morning, evening and at night, are all a part of the required innovations in experience design.

Abstract

Food-borne illnesses are common worries for tourists. In-flight food safety issues reflect the interrelated factors arising from an expanding airline industry, with its increased passenger loads, extended flight times, and multiple service activities. Adapting to these new challenges, and especially the global spread of food-borne diseases, requires an understanding of the cabin crew role as food handlers and the risks associated with this task. This chapter outlines the key factors that determine the safe delivery of in-flight food services, highlights the benefits of best practice to airline operators, passengers, and tourism boards, and addresses the policy implications for airline regulators and national health authorities.

Abstract

In recent years, the number of small independent tourism social enterprises has soared globally due to the rise of the Internet and tourists’ search for unique local experiences. These organizations are driven by a social purpose and have emerged as a reaction to conventional tourism development. They adopt a social justice approach with the aim to enhance community well-being. Importantly, they now exist as an accompaniment to the experiences provided by mainstream tourism that may not adequately satisfy the tourists’ quests for local, authentic, and high involvement experiences. This chapter reviews this independent operator context in Mauritius and examines the factors which contribute to meaningful local experiences.

Part III Benefits to Entrepreneurs and Development Opportunities

Abstract

The Canary Islands have a long-standing role in European tourism history. As a leading mass destination in Spain, they receive more than 14 million tourists annually. Focusing on this region, multiple cases are explored as a collaborative learning tool. The consideration of such cases can stimulate discussion, closely examine issues, and encourage consensual decisions. Taken together, the cases assist in providing information about local business realities; they help entrepreneurs know more about regional business challenges and remain up to date with new developments. By focusing on cases, professionals and entrepreneurs can be mutually supportive in the teaching-learning process and in shaping change. Multiple stakeholders can learn to identify problems, evaluate situations, and make decisions using examples from other entrepreneurs.

Abstract

This chapter assesses the current research on knowledge management and adds insights from an Australian example. Knowledge management is critical to successful innovation in tourism products. It is an important tool for creating successful regional organizations and ensuring competitive destinations. This chapter explores the barriers to participation in regional knowledge management networks. Topics covered include knowledge management applied in tourism settings, knowledge clusters and regional partnerships, and knowledge transfer processes, including the value of new technologies. A detailed case study of an attempt to build a knowledge network in Australia is described and generic insights noted.

Abstract

This chapter analyzes the pricing policy of hybrid P2P lodgings versus traditional hotels in relation to seasonality. A quantitative comparative analysis of room prices in Airbnb and hotel lodgings in the city of Barcelona was conducted across four different pairs or dates (peak versus low season) in one year. Overall, the study shows that Airbnb prices are significantly lower than those of hotels and that the former’s prices fluctuate very little, whereas hotels use yield or revenue management techniques to adjust prices in high and low seasons. This implies that relevant purchase behavioral changes may occur in terms of customers waiting until the last minute to book.

Abstract

A growing body of literature highlights the relationship between the marketing strategies for trade shows and performance. However, the effect of exhibitor experience on the international trade show processes has not been addressed in the literature. This chapter fills the gap by examining the moderating role of exhibitors’ trust, commitment, and satisfaction at World Travel Mart London 2017. The purposes are to identify the concepts of experiential marketing, to develop a conceptual framework, and to propose a new perspective on exhibitors’ performance at such events. Using survey data, structural equation modeling was applied to test the theoretical links and assess the value of competing explanations.

Abstract

Bidding, planning, design, and management are principles of successful conference execution. In this chapter, an appreciation of context and the specification of concrete guidelines are shared on how to make a conference a success. Micro examples inform the perspectives on how to apply event domain literature in the management of an academic association conference. Practical viewpoints, including strategic planning guidelines, operational documents, and event design philosophies shed light on professional conference management. Key success factors and challenges related to its design provide a yardstick on how to execute a conference. Key summary issues and special tips for success are also highlighted.

Abstract

This chapter aims to record the potency of Indonesian culinary products as a part of the tourism ecosystem for key regions in the country. In achieving its objectives, a thorough description and a model were used to explain the phenomenon in different locations. Ten culinary destinations which represent six areas of Indonesia were examined. The observed variables included the type of culinary offering, its history or storytelling behind its involvement, and the location of the production. It was found that the concept of building a supportive tourism ecosystem for development has only been applied in some areas. Except for Bali and Jogjakarta, other destinations are not yet ready to support culinary tourism developments.

Abstract

In this chapter, the analysis-action nexus will be addressed by reviewing studies from across the chapters. The broad themes covered have included governance and sustainability, consumer benefits and experiences, and networking among entrepreneurs and associated opportunities. It is argued that addition to tourism intelligence often lies in improving communication, building trusted connections, and affirming local networks. A focus on the need for trust, the use of tools for insights, the value of identifying new trends, and understanding target markets, together with the usefulness of training and an appreciation of time, help smooth the journey along the long and winding road from analysis to action.

Cover of Delivering Tourism Intelligence
DOI
10.1108/S2042-1443202011
Publication date
2019-11-08
Book series
Bridging Tourism Theory and Practice
Editors
Series copyright holder
Emerald Publishing Limited
ISBN
978-1-78769-810-9
eISBN
978-1-78769-809-3
Book series ISSN
2042-1443