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The success of tourism destinations is in many cases measured from a competitive advantage perspective, not from a collaborative advantage perspective, which limits the possibilities of destination marketing in a collaborative cross-border context. Currently, the marketing efforts of Victoria Falls are highly fragmented as each country promotes the attraction separately. The purpose of this paper is to explore the cross-border destination marketing possibilities and realities of Victoria Falls from a demand and supply side perspective.

A quantitative approach was applied in this study, with two separate surveys being conducted. Data for the demand side were collected by means of a questionnaire that was distributed by fieldworkers, while data for the supply side were collected online. The data were analysed using descriptive statistics, factor analyses and one-way analysis of variance.

Five specific tourist motivations for visiting Victoria Falls were identified using demand data, of which sightseeing and destination attributes were the most important. Significant differences were found for tourists’ cross-border experiences using different border access points. Using supply data, challenges and opportunities of cross-border marketing were analysed. The most important opportunity was identified as cooperation, while the key challenges were economic and policy related. It is important to see the bigger picture and how cooperation can benefit both countries, which is unfortunately not currently the case for Zambia and Zimbabwe.

There is a need for tourism destinations to shift from competition-based strategies to collaboration-based strategies in order to be successful. Cross-border marketing requires that each country understands tourists’ motivations and experiences. For Zambia and Zimbabwe to increase their tourist arrivals, income and investment opportunities, both countries must move away from isolating their marketing efforts of Victoria Falls. It is important to look beyond the individual benefits for each country and focus on the combined benefits. The challenges identified in this study must be addressed if Zambia and Zimbabwe’s cross-border marketing of Victoria Falls is to be effective. The integration of demand and supply views is thus critical for cross-border marketing to be effective and successful.

Research on cross-border destination marketing of shared border attractions is limited. With regard to Victoria Falls, such research has never been explored in an academic context. This study has value for destination marketers of Zambia and Zimbabwe, especially for attractions that are shared between their borders such as Victoria Falls and Kariba Dam. Additionally, the study has implications for attractions that are shared across the borders of southern African countries like Zimbabwe, South Africa and Mozambique, as well as other attractions shared between borders in the global context.

Europe as a destination seems to be in a critical stage. There is more competition than cooperation between European nations and regions Our continent needs new solutions and patterns of tourism development. As new initiatives take place in transborder regions it is important to analyze opportunities for transborder tourism development. Several euroregions function only as “umbrellas” facilitating tourism development in national components however some of them are becoming attractive transborder destinations. The author tries to compare regions and euroregions as destinations. The paper shows the role of structural funds (e.g. Interreg), in transnational cooperation and to describes examples of good practice in transborder tourism. According to Association of European Border Regions, “the border regions themselves would not be able to overcome their problems without being granted assistance from the UE. The Oresund is one of the first euroregions promoted as transnational destination. The creation of a transborder destination is a long term process. It requires stable partnership between national components that leads from alienation to integration

This study contends that customers’ perceived value can drive medical tourism. To demonstrate this, the purpose of this paper is to propose and test a research model capturing elements of perceived benefits and sacrifice that, by affecting the perceived value of medical tourism products, influence the buying intention of potential customers.

Potential medical tourists from China are tapped due to their cultural similarity to Taiwan, and the absence of a language barrier. Data from 301 usable questionnaires were tested against the research model using the structural equation modeling approach.

The results indicated that perceived value was a key predictor of customer intentions. As for benefits, perceived medical quality, service quality and enjoyment were critical components that significantly influenced the perception of value. Regarding sacrifice, the effects of perceived risk on perceived value were significant.

This study targeted potential medical tourists. Therefore, a validation using another large sample gathered elsewhere is required to generalize the findings.

The findings can assist governments in developing policies that promote medical destination and provide insights into research on how destination countries can make medical tourism a win/win option for themselves and international patients.

The proposed model is original; unlike most prior papers which take a conceptual approach to medical tourism, this study contributes to an understanding of the factors that influence the travel intentions of medical tourists through its empirical investigation, and especially in its targeting of customers’ value perception.

The purpose of this paper is to provide insights to the relevant past discussions, theories and projects; and sustainable tourism development in the Niagara region.

Each of the key four sections of this paper zooms in to specific areas. Outcomes from elite discussions involving 47 experts are followed by a concise literature review on sustainable tourism. The paper then analyses the concept of economic sustainability and reviews the outcomes from a blueprint for sustainable tourism development.

This paper discusses the economic pillar of sustainable tourism by outlining the negative and positive economic effects of the worldwide travel and tourism industry. In addition to reviewing the relative competitiveness of the world's travel destinations; with a focus on Canada's performance, it outlines strategies for Niagara region to enhance its competitiveness to support sustainable tourism.

In the recent years not much research has been carried out on the topic of sustainable tourism specific to the Niagara region. Therefore, this paper should be useful to a range of tourism stakeholders in Niagara region as well as readers involved in regional tourism development in other parts of the world. The versatility of the four authors – an administrator who chaired the Niagara Gateway Project, an academic researcher who has focused on sustainable tourism for a long period, a partner of a leading consulting firm and an applied researcher with significant international experience, makes the paper interesting.

This study aims to examine the patterns of cross-border consumption of Mexican tourist-shoppers to the USA. More specifically, integrating literature from two ends – retail studies on shopping motivations and tourism research viewing cross-border shopping as leisure activities, this study aims to investigate the motivations of Mexican travelers as cross-border shoppers.

A survey instrument was developed incorporating a set of 30 shopping motivation questions. Data were collected using the intercept survey methodology from 92 Mexican visitors who shopped at a major outlet shopping center in Central Texas in 2007. The motivational items were subsequently factor analyzed for possible underlying dimensions.

Motivations of cross-border shopping by Mexicans in Texas demonstrated a combination of two aspects, the utilitarian and pleasurable shopping experiences. The cross-border consumption and shopping by Mexican residents in Texas, therefore, were both functional and recreational.

With a better understanding of the pattern and motivations of cross-border shopping, this study developed a model to capture the stimulating influence of the retail environment as well as a framework to illustrate the integrated role of shopping and tourism in the process of developing a “must visit” destination.

Drawing upon Baudrillard’s concept of sign-value, this study aims to investigate consumer behavior and sign perception in visitor attractions.

By adopting netnography, 133 customer-to-customer reviews sourced from TripAdvisor were analyzed regarding visitors’ online post-visit impressions.

The findings reveal that netnography contributes to a deeper understanding of sign consumption and sign promotion and examines how visitors attribute symbolic meanings to their experience in Titanic Belfast.

The findings show that the co-creation and reevaluation of the visitor experience through consumers’ online reviews should be taken into account by both managers and marketers. Furthermore, advertising should avoid creating excessive expectations to visitors to decrease the possibility of negative disconfirmation, which can be easily and instantly spread online. Another implication concerns the winning awards of visitor attractions, hotels and restaurants of a destination which may be used as a basis of co-branding marketing campaigns to enhance destination brand image.

This study continues the debate on the commodification of the visitor experience and the commercialization of visitor attractions.

This paper provides better understanding of sign-value, sign consumption and sign promotion in the visitor attraction sector.

The Polish–Slovak borderland is a mountainous area with extraordinary natural conditions for tourism development. The main aim of this chapter is to analyze theoretical aspects of a relationship between transport and tourism and to assess selected changes in cross-border transport that have influenced tourism in Polish–Slovak tourism regions. We have tried to answer the questions on changes in transport infrastructure (based on the analysis of the cross-border projects) and public transport (based on the analysis of timetables of the cross-border public transport connections) in the borderland during the last 30 years and to answer the question whether these changes are in accordance with the sustainable development goals. The Polish–Slovak border is seen as a barrier to transport. The increasing cross-border movement of people and goods through Polish–Slovak border after 1989 required the opening of new border crossings and the construction of new cross-border transport infrastructure. Investments to the road infrastructure have led to using of individual automobile transport. Public transport is currently of marginal importance in cross-border transport. The three cross-border rail lines are in poor technical condition, and plans for their modernization are uncertain. Bus transport has been limited on two tourist-oriented lines in the central part of the borderland. In terms of the structure of the use of means of transport, therefore, no change in trends should be expected and most of the incoming people will continue to cross the Polish–Slovak border by their own means of communication. What is worrying, in the future, in the absence of modernization of the railway infrastructure and no organizational measures, there will be a further decline in the importance of public transport in relation to individual road transport.

Both Northern Ireland and Republic of Ireland governments recognise the current infrastructural deficits in their respective jurisdictions which, if not addressed, will undermine the future economic prosperity of both regions. This paper considers the adoption of a collaborative approach on the island to addressing the deficit, using public private partnerships (PPP) as the delivery vehicle. It presents a critical perspective of the challenges and opportunities posed by adopting such a cross‐border approach. Whilst PPPs have the potential to bring about North‐South co‐operation, bridge gaps in infrastructure capacity and facilitate the advancement of sectoral knowledge, their adoption on a cross border basis will require significant reorganisation and change at administrative and sectoral levels. This review concludes that governments and construction sector representatives in Northern Ireland and the Republic of Ireland have still some work to do in order to enhance the capability and readiness of public and private partners to evolve an all‐island PPP infrastructure development approach.

Upon entering developed markets, emerging market multinational corporations (EMNCs) from China and India must compete with both host companies and other developed nation MNCs to attract and recruit necessary local talent. The purpose of this paper is to examine to what extent EMNC firms will be perceived as less attractive employers than their developed nation counterparts due to a perceived liability of origin bias. Major demographic and psychographic factors that may affect this bias will also be identified.

Seven hypotheses were tested on a total of 626 German, French and American respondents. Participants were randomly presented identical job descriptions from four hypothetical MNCs (American, European, Indian and Chinese) and were asked to evaluate the perceived attractiveness of working for, as well as their intent to pursue employment with, the offering firm.

Using hierarchical linear regression testing, combined with analysis of variance testing, EMNCs were found to have significantly lower organizational attractiveness than equivalent European or American owned MNCs. Mixed results were found for the various hypotheses based on the moderator variables.

Because the study included three distinct sub-groups, supplemental analyses controlling for possible variances between the sub-groups themselves are included. This multicultural study is one of the first to address the human perspective of EMNC outward foreign direct investment (OFDI) by identifying the existence of a potential liability of origin bias toward emerging market firms manifested by potential developed market job applicants. Furthermore, this study is one of the first to examine the influence of applicant age, professional status, gender and nationality with respect to the differences in the perceived level of organizational attractiveness between emerging market and developed nation firms.

This paper extends the literature in three important research areas. First, an extension to the literature on the highly relevant topic of OFDI by Chinese and Indian firms is made. Second, traditional research in the field of organizational attractiveness is further extended by combining it with the timely subject of Chinese and Indian OFDI into developed markets. Finally, this study extends international business literature by studying the influence of demographic and psychographic moderators on the perceived level of organizational attractiveness between emerging market and developed nation firms.

The purpose of this paper is to explore the potentialities of cross border projects to develop and promote wine culture, and consequently tourism and hospitality; paying particular attention to the process and actions supporting the development and refinement of cultural attributes, traditional values and regional identity.

Methodologically, it is a deductive reasoning exploratory research, based on the findings of an extensive undergoing project across ten countries, spanning from Italy to Eastern Europe, and theoretically founded on an extensive literature review.

The findings identify the spectrum and nature of opportunities and constraints of cross border collaborations in developing the wine industry and reaping of its wider economic and cultural benefits. Further to the scholarly value of the findings, the paper identifies and presents the descriptive managerial/industrial implications, along with prescriptively explicit directions toward practical implementation.

The research is exploratory and therefore, by nature, in need of further empirical validation.

The research constructs a viable framework for an integrative approach involving the improved definition of regional cultural image and identity, proper strategic industry-region and cross-border collaborations, and socio-economic development.

To promote cross border countries and cultural territorial values and identity.

The research's value lies in its multi-perspective outlook which keeps the wine business at its focus, but investigates its development outside the strict confines of its own industry to present potentialities through strategic collaborations with the tourist industry and other regions/countries in integrative synergistic approach and with strong cultural elements.