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Article
Publication date: 7 June 2013

Hee Youn Kim and Ji‐Hwan Yoon

The purpose of this paper is to analyze the Korea tourism brand image in a popular tour guidebook, Lonely Planet Korea and to provide an objective insight for examining…

2433

Abstract

Purpose

The purpose of this paper is to analyze the Korea tourism brand image in a popular tour guidebook, Lonely Planet Korea and to provide an objective insight for examining destination image.

Design/methodology/approach

To achieve this goal, this study used content analysis to analyze the Korea tourism brand image.

Findings

Overall, 200,435 words were selected. The frequency of words was highly related to transportation and famous attractions. Moreover, to evaluate the value of the Korea tourism brand image, only adjectives in context were extracted. In total, 2,716 adjectives in each category were examined. The Korea tourism brand image was positive in that “good” adjectives were the most frequently selected. Furthermore, value properties based on The Lasswell Value Dictionary were examined. The value of words also supported the results of the content analysis of adjectives. The results of correspondence analysis found that the “outdoor” category was separately positioned with “old” adjectives.

Practical implications

Based on the results of content analysis by category, selected adjectives reflected current Korean tourism and hospitality problems.

Originality/value

The paper suggests implications that can be used to improve the Korea tourism brand image.

Article
Publication date: 26 April 2022

Igor Stojanovic, Luisa Andreu and Rafael Curras-Perez

This paper aims to further the knowledge of what effect destination and tourist social media communications have on destination brand equity.

1226

Abstract

Purpose

This paper aims to further the knowledge of what effect destination and tourist social media communications have on destination brand equity.

Design/methodology/approach

The authors performed a quantitative study with 433 international tourists and social media users using an online survey and structural equation modeling.

Findings

The results show that user-generated content (UGC) and destination-generated content (DGC) both positively affect tourist behavior through the mediating role of destination brand equity. Of the two, UGC is more important for building a positive destination image and more valuable for improving perceived destination quality and value. The results also show that affective image is a powerful predictor of tourist behavior.

Practical implications

The findings provide useful insights for destination management organizations (DMOs) and social media marketing strategies. DMOs need to generate content that was highly relatable and evokes emotion, and encourage tourists to share their own experiences to improve destination brand equity and future behavior.

Originality/value

The study was conducted in the passive, pretrip stage before a travel decision is taken, which offers unique insight into how social media communications affect: destination brand equity and users’ decisions to choose certain destinations over others.

研究目的

本文旨在进一步了解目的地和旅游社交媒体传播对目的地品牌资产的影响。

研究设计/方法/途径

本论文使用在线调查和结构方程模型对 433 名国际游客和社交媒体用户进行了定量研究。

研究结果

结果表明, 用户生成的内容(UGC)和目的地生成的内容(DGC)都通过目的地品牌资产的中介作用对游客行为产生积极影响。两者中, UGC对于建立积极的目的地形象更为重要, 对于提高感知的目的地质量和价值更有价值。结果还表明, 情感形象是旅游行为的有力预测因素。

实际意义

研究结果为目的地管理组织 (DMO) 和社交媒体营销策略提供了有用的见解。 DMO 需要生成具有高度相关性和唤起情感的内容, 并鼓励游客分享自己的经验, 以提高目的地品牌资产和未来行为。

原创性/价值

该研究是在做出旅行决定之前的被动旅行前阶段进行的, 它提供了关于社交媒体传播如何影响:(i) 目的地品牌资产, 以及 (ii) 用户的选择决定某些目的地优于其他目的地的独特见解。

Article
Publication date: 29 January 2018

Srabanti Mukherjee, Atanu Adhikari and Biplab Datta

The tourism literature has focused only on destination branding; nonetheless, measuring the quality of a destination from the tourism point of view has been overlooked, especially…

1850

Abstract

Purpose

The tourism literature has focused only on destination branding; nonetheless, measuring the quality of a destination from the tourism point of view has been overlooked, especially in the context of the emerging markets. This paper aims to focus on developing a scale measuring the overall quality of the tourist destinations.

Design/methodology/approach

With the help of extensive review of the literature, the study identified the key variables for measuring the quality of tourism destination in emerging markets. Thereafter, to determine the factor structure (purification stage) and assess the stability of the factor structure (validation stage), confirmatory factor analysis (CFA) has been conducted. A second-order CFA has been conducted to analyse the factor structure stability of the broad dimensions, namely, the quality of service, the quality of destination features and the quality of experience.

Findings

This research shows that the quality of tourism can be determined not only by the quality of destination features but also by the quality of service and the quality of experience one perceives from a destination. Together, these three dimensions and their various sub-dimensions form a valid scale to measure the overall quality of a tourist destination.

Practical implications

This study provides marketing managers an idea of the dimensions that affect tourist destination quality. They can now align the dimensions measuring destination quality with the destinations that they are marketing to tourists. This can add to the competitive advantage of any place brand.

Originality/value

This study has developed three distinct measurement scales for quality of experience, quality of destination feature and quality of services and validated the same with adequate data following appropriate scale development procedure. Through empirical research, the authors have integrated these three dimensions as the constructs for measuring the overall quality of tourist destinations. Hence, as a pioneering attempt, the authors have developed a scale to measure the quality of tourist destinations.

Details

Journal of Indian Business Research, vol. 10 no. 1
Type: Research Article
ISSN: 1755-4195

Keywords

Book part
Publication date: 19 May 2009

Obadia Lionel

This chapter considers the importation of brand images, a key concept in marketing studies, within anthropological approaches to culture and consumption. It does so through…

Abstract

This chapter considers the importation of brand images, a key concept in marketing studies, within anthropological approaches to culture and consumption. It does so through examining modes of cultural valuation toward “Made in China” products on the part of consumers. Following theoretical lines recently established by anthropologists in the study of culture, commodification, and consumption in global settings, and their emphasis upon culture as a label for goods, it also brings into the discussion issues in geopolitics and ethnicity, especially from the viewpoint of ethnographic evidence collected in France and Nepal. “Made in China” products are enmeshed in complex, intermingling, and conflicting imaginations of the Other, brand images, and are associated with the underlying social logic of consumption or avoidance of consumption, often paradoxical, but intelligible in both broad-ranging and local contexts.

Details

Economic Development, Integration, and Morality in Asia and the Americas
Type: Book
ISBN: 978-1-84855-542-6

Case study
Publication date: 19 September 2019

Sara Hamed

Marketing and brand management examples used in classes usually revolve around publicly traded corporations. Students are expected to learn how to deal with branding problems that…

Abstract

Learning outcomes

Marketing and brand management examples used in classes usually revolve around publicly traded corporations. Students are expected to learn how to deal with branding problems that can arise in new types of organizations as family businesses.

Case overview/synopsis

The case study discusses a brand identity and brand management problem facing the Founder of Habiba Community, Maged El Said. Habiba Community is an initiative focusing on sustainability and giving back to community. Many foundations were established under Habiba Community, such as its beach lodge, organic farm and learning center. The beach lodge and organic farm were more familiar to tourists and visitors than the other established foundations. The organic farm produced many organic products sold nationally and internationally. The founder was now faced with the challenge of whether to create one brand identity for Habiba Community as a whole or to go for separate brand identities for each of its foundations.

Complexity academic level

This case study is developed for students of the bachelor level in marketing and design studies. The case difficulty is regarded as intermediate as it includes new trends and ideas from the field of marketing and branding (as eco-branding and family business branding) and new trends in the tourism service industry (as voluntourism). Courses in which this case study can be used are integrated marketing communication, corporate identity, services marketing and brand management under marketing and graphic design studies. The case study is not designed for earlier courses in marketing and design, as students need to have basic knowledge in marketing and branding beforehand.

Supplementary materials

Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Subject code

CSS 8: Marketing

Book part
Publication date: 16 January 2024

Hardik Bhadeshiya and Urvashi Prajapati

This chapter is focused on India's destination marketing strategies that promote religious tourism. It sheds light on the Government of India's initiatives to attract faithful…

Abstract

This chapter is focused on India's destination marketing strategies that promote religious tourism. It sheds light on the Government of India's initiatives to attract faithful tourists to sacred locations including holy temples and places of interest for spiritual pilgrims. The tourism business in India has gone through numerous phases of growth. This research reveals how the state government and central governments have stepped up their commitment to develop tourism, including religious tourism, on multiple fronts. It confirms that India can be rightly considered as the land of faith, as spirituality and religion are very prominent, as evidenced by its holy temples and landmarks, located in different regions of the subcontinent. In conclusion, it discusses about the challenges for the future, and elaborates on the opportunities related to promoting religious tourism to target faithful pilgrims and other visitors to “Incredible India.”

Details

Tourism Planning and Destination Marketing, 2nd Edition
Type: Book
ISBN: 978-1-80455-888-1

Keywords

Article
Publication date: 11 September 2018

Harini Alladi

The purpose of this paper is to outline the marketing history of the Godrej Storwel steel cupboard before India’s economic liberalisation in 1991 to find possible reasons for the…

Abstract

Purpose

The purpose of this paper is to outline the marketing history of the Godrej Storwel steel cupboard before India’s economic liberalisation in 1991 to find possible reasons for the brand’s iconic status and strong presence in the Indian public memory.

Design/methodology/approach

The paper uses archival material, secondary sources and the idea of cultural branding to analyse the marketing strategies used at various points in the history of Godrej Storwel.

Findings

Godrej Storwel found cultural context in the two decades following India’s independence (1947) as a product that addressed the social and economic anxieties of the country, as well as embodied its aspirations at the time. In the following decades up to 1991, the product did not find similar cultural resonance with its consumers.

Research limitations/implications

The unavailability of sales records of the Godrej steel cupboards meant that certain conclusions could not be made concrete.

Social implications

Because Godrej Storwel has had such a long lifespan, it serves as a useful medium through which changing trends in marketing in India can be viewed. The paper is a good point of reference for those researching the steel industry, storage product histories and marketing in India and could encourage corporates to archive their histories.

Originality/value

While a lot of nostalgia surrounds the Godrej Storwel in India, this is the first work that attempts to place the product and its marketing strategies in the context of Indian industry, culture and consumption.

Details

Journal of Historical Research in Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 15 August 2016

Ranjan Bandyopadhyay

This conceptual paper aims to contribute to the growing literature around the “politics of heritage” by focusing on India which has a multifaceted society with several layers of…

615

Abstract

Purpose

This conceptual paper aims to contribute to the growing literature around the “politics of heritage” by focusing on India which has a multifaceted society with several layers of religious culture and history.

Design/methodology/approach

The work is based on an extensive review of the literature and philosophical discussions relating to the politics of heritage tourism and the political dimensions of nationalism and ethnicity from an interdisciplinary perspective.

Findings

The main purpose of this conceptual paper is to develop hypotheses. Hence, the study asks: How does postcolonial India reconstruct its past and how are religions represented as part of the national image and for the purpose of tourism promotion? How tourism and religious heritage support a broader secular dreamscape of harmonious cultural nationalism in India? Considering all allegations for supporting the Hindutva movement (who considers Hinduism to be the source of India’s “essential” identity and believes it alone can provide national cohesiveness) by the ruling Bharatiya Janata Party (BJP) government in India, it is worth examining if there are any subtle changes to the tourism agenda created by the new government and the ambivalence surrounding it. Is there any place for the “foreigners” (Muslims and Christians) in Hindutva political ideology? Future scholars can analyze how tourism promotional material represents three major religions in the country by the current Indian Government (i.e. BJP) in its official tourism website: www.incredibleindia.org. This will take “politics of heritage” studies to a different trajectory, as analysis of web media has emerged as a critical medium in understanding numerous social processes.

Research limitations/implications

The paper draws on a wide range of seminal work by scholars of nationalism and ethnicity over the past few decades, but it cannot be comprehensive.

Originality/value

The paper’s originality lies in its novel approach to an understudied aspect in tourism studies (i.e. politics of heritage) and providing suggestions for future research.

Details

Tourism Review, vol. 71 no. 3
Type: Research Article
ISSN: 1660-5373

Keywords

Article
Publication date: 30 September 2014

Giacomo Del Chiappa, Cem Tinaz and Douglas Michele Turco

This paper aims to examine the differences in expenditure and satisfaction level between first-time and repeat spectators to a motor sport event, as well as differences in their…

1176

Abstract

Purpose

This paper aims to examine the differences in expenditure and satisfaction level between first-time and repeat spectators to a motor sport event, as well as differences in their intention to return and to recommend the host destination.

Design/methodology/approach

A structured questionnaire was developed and data were collected on-site during the 2012 Federation Internationale de l’Automobile (FIA) World Rally Championship (WRC) in Sardinia via 210 interviews. A series of descriptive analysis, independent t-tests, chi-square tests and regression analysis were run for the purposes of the study.

Findings

Findings showed first-timers spend more and are more satisfied than repeaters, even if no significant differences were reported. Repeaters reported to be more willing to return and to recommend, with significant differences, only in the intention to return.

Research limitations/implications

The study is based on a convenience sample of a relatively small size, and it might be influenced by the idiosyncratic characteristics of the location. Further, it does not consider the mediating effect that the budget of spectators and their travel/event career ladder can exert over their behaviour.

Practical implications

Destination marketers and event organizers need to run their marketing operations to renew their customer mix and/or to increase the standard level of quality to be delivered to repeaters. Further, their marketing and communication strategy should be personalized, and incentives should be given to encourage both groups to purchase multiple products simultaneously.

Originality/value

The paper adds to the growing, and often still inconsistent, research aiming to compare first-timers’ and repeat visitors’ behaviours by offering insights from the context of motor sport events, where no published paper exist so far.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 6 February 2023

Phuong Kim Thi Tran, Hue Kim Thi Nguyen, Loc Thi Nguyen, Hong Thi Nguyen, Thanh Ba Truong and Vinh Trung Tran

This study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of…

Abstract

Purpose

This study aims to identify how perceived destination social responsibility (DSR) drives destination brand loyalty through a jointly and independently mediated mechanism of cognitive and affective components (e.g. tourist-destination identification, cognitive image, affective image and tourist satisfaction) and to examine the moderating role of individual-level collectivist values in linking perceived DSR and tourist behaviors.

Design/methodology/approach

An online survey is conducted to collect the data of 351 domestic tourists visiting an urban tourism destination (e.g. Danang City) in Vietnam. A serial multiple mediation model and moderation model were examined by applying covariance-based structural equation modeling.

Findings

This research’s results highlight the leading factors of perceived DSR in the process of forming destination brand loyalty and confirm the vital role of the intermediary mechanism of tourists' cognition and affect during this process. The chain of causal relationships DSR → TDI → CI → AI → TS → DBL confirms the role of perceived DSR as an essential prerequisite factor of DBL, creating a close connection to tourists' cognition and affect and contributing to improving destination brand loyalty. Individual-level collectivist values were found to positively moderate the links between perceived DSR and tourist-destination identification, affective image and destination brand loyalty.

Research limitations/implications

Future research would provide insights into the links between perceived DSR and tourist behaviors by considering moderating variables (e.g. cultural distance and tourist types) and uncovering specific insights into each destination stakeholder's DSR activities.

Originality/value

A new integrated model of destination brand loyalty development is proposed to explore a new path for destination brand loyalty formation through cognitive, affective and cognitive-affective pathways. This moderating stream of examining individual-level collectivist values can make a significant contribution to the extant tourism literature by promoting a more positive tourist perception of DSR, thereby increasing tourists' knowledge, beliefs and emotions and enhancing destination brand loyalty.

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