Search results

From Batik cities to woven textile regions, Indonesia possesses several fashion destinations with remarkable textile heritage. The rise of fashion heritage destinations is characterized by avid textile lovers and fashion followers that promote the regions. Several diversifications of tourism alternatives are analyzed, such as rural tourism with experiential textile-making workshops, urban destinations connected to contemporary fashion heritage, architectural works inspired from/to textile heritage, as well as fashion week cities that spark the interests of global fashion designers to visit the country. This chapter evaluates the current state, its rising challenges, and to what extent it may be promoted through digital technologies, based on local practitioners and the governmental perspectives.

The present chapter aims to assess how digital transformation impacts current trends in city branding, to analyze the role of digital communication in the branding of selected cities, and to compare the level of exploitation of digital communication for city branding between European and Slovak cities. We conducted empirical research in several phases, and the overall sample consists of 155 cities in Europe and Slovakia. The results of our research showed that European and Slovak cities use to some extent all the investigated tools of digital marketing communication in city branding with a dominant position of social media, both in terms of exploitation and importance for city branding in European and Slovak cities. European cities score significantly better than Slovak cities in all elements of the City Brand Hexagon, as well as in the overall city brand index. Therefore, city branding strategies in the best European cities can serve as a good practice example or inspiration for Slovak cities. Cities with lower rankings and scores on city branding should focus on strengthening their city branding or strengthening their digital communication. The possible trajectory is also the concerted strategy for the branding of the city and its digital communication.

Art hotels are increasingly providing an opportunity for creative artists to exhibit their artworks and collections within their premises. This research investigates how some hotels are transforming themselves into important cultural tourism centers. Specifically, its objectives are: (i) to better understand the extent to which travelers are aware about the existence of art hotels and to evaluate their level of interest in art-oriented initiatives; (ii) to determine which attributes and features of art hotels are appreciated by travelers; and (iii) to identify the type of travelers who are willing to stay in art hotels. The findings from a descriptive survey suggest that the incorporation of art into the hospitality industry can attract a diverse customer base and could result in a sustainable competitive advantage for hotels. This study identifies four types of travelers including: Art-Infused Travelers, Art-Seeking Travelers, Art-Indifferent Travelers, and Art-Blind Travelers. These prospective tourists were categorized according to their level of awareness and interest in art hotels and art-related experiences. In conclusion, this contribution implies that artification processes within the hospitality industry can add value to the cultural tourism market. Hence, it also advances future research avenues to academia.

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a destination implies involving tourists, stakeholders and organisers in creating value for a product or service. The innovative strategy of co-creating experiences encourages tourists' engagement, leading to destination promotion. Some notable examples of co-creation in tourism are gastronomic tours, virtual tours and travel guides. This chapter aims at the significance of co-creating experiences at events that lead to destination promotion. Co-creation of experiences at events brings the spotlight from the stage to the audience and is considered the future of the experience economy. The study presents a case study of Jal Mahotsav in Madhya Pradesh, India. The study highlights the multi-stakeholder approach adopted by the authorities to co-create the event experience.

Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty, organisations are evolving new marketing strategies for economic, societal and sustainability. Cause-related marketing (hereafter referred to as CRM), a strategic sustainable philanthropic practice, is the upcoming form of CSR. CRM plays an instrumental role in achieving self-brand connection and brand loyalty.

Purpose: To explore, integrate and interconnect concepts of CRM and self-brand connection to get more insights into the imperative role of CRM strategy in developing self-brand connections that can lead to brand loyalty in the most sustainable way. For this, CRM and self-brand connection, as proposed by societal marketing and branding literature, were explored. This chapter is a propositional inventory where the researcher has explored the antecedents of CRM strategy and its role in developing brand loyalty through self-brand connection.

Methodology: This chapter is centred upon the existing literature on sustainability, CRM and branding to understand better the relationships between dimensions and consequences of CRM and its interlinkage with brand loyalty.

Findings: The literature recommends that selected dimensions: Cause-brand fit, product type, altruistic motivation and brand credibility determine the effectiveness of CRM strategy. It also establishes the profound impact of attitude towards brand, brand perception and brand distinctiveness on self-brand connection. A theoretical framework based on the existing literature represents an amalgamated groundwork for developing effective, sustainable CRM strategies in conjunction with the self-brand connection. The proposed framework is distinct as no study conjoins the abovementioned concepts and aims to comprehend whether this integration is brand loyalty.