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Book part
Publication date: 15 September 2016

Julia C. Wells

The tourism industry in South Africa today faces the dual challenges of finding ways to extend tourism spending into previously marginalised communities and to redress the…

Abstract

The tourism industry in South Africa today faces the dual challenges of finding ways to extend tourism spending into previously marginalised communities and to redress the imbalances in cultural representations of those communities. The legacy of formal racial segregation is extremely difficult to reverse. The study investigated the potential of Edu-tourism to fundamentally change tourism dynamics. This approach targets young, intelligent, ‘new tourists’ who choose different types of visitor experiences and contribute to changing the way South Africans value and use their own cultures. The method used included requiring students to design tourist packages, in consultation with tour guides, visitors and local community members. The outcomes provide stimulation for new research, widely distributed income generation and building bridges between divided communities.

Details

Tourism and Hospitality Management
Type: Book
ISBN: 978-1-78635-714-4

Keywords

Article
Publication date: 19 June 2017

Muhammad Sabbir Rahman, Hasliza Hassan, Aahad Osman-Gani, Fadi Abdel Muniem Abdel Fattah and Md. Aftab Anwar

The purpose of this paper is to test a conceptual model that takes into account both edu-tourists’ perception and perceived service quality in explaining purchase intention of…

1785

Abstract

Purpose

The purpose of this paper is to test a conceptual model that takes into account both edu-tourists’ perception and perceived service quality in explaining purchase intention of academic degrees from the foreign universities.

Design/methodology/approach

The study is based on an empirical examination with applying multivariate data analysis. The data were collected through survey questionnaires and analysed by using structural equation modelling procedure.

Findings

The survey result discovered that the relationship between perceived service quality and edu-tourist’s satisfaction was significant and positive. The relationship between edu-tourist’s satisfaction and intention to purchase was also significant and positive. Meanwhile, edu-tourist’s satisfaction partially mediates the relationship between their perceived service quality and intention to purchase. Nevertheless, this research also explored that the edu-tourist’s satisfaction plays a significant mediating effect in between the relationship of perception and intention to purchase.

Research limitations/implications

This empirical study will contribute in understanding the behaviour of international students to construct the theoretical knowledge on the edu-tourism industry, which has been neglected in tourism research.

Originality/value

The paper will be of use to the management and policymakers in the higher education sector in understanding the customer’s expectation for the edu-tourism destination. This study contributes to the growing literature on education travel destination, where the researchers investigated the role of tourist’s satisfaction by using perception and perceived service quality towards their intention to visit a destination for education tourism. In addition, understanding the role satisfaction on the relationship between perception and perceived service quality towards the purchase intention will make both scientific and practical contributions for the decision-makers.

Details

Tourism Review, vol. 72 no. 2
Type: Research Article
ISSN: 1660-5373

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Article
Publication date: 1 February 2021

Vanessa Gaffar, Benny Tjahjono, Taufik Abdullah and Vidi Sukmayadi

This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism…

3287

Abstract

Purpose

This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia.

Design/methodology/approach

This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model.

Findings

The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences.

Originality/value

This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

研究目的

本文探讨了社交媒体营销对游客参观植物园的意图的影响, 植物园是印度尼西亚最受欢迎的自然旅游胜地之一

研究设计/方法/途径

我们向植物园的Facebook帐户的400位关注者发送了调查表, 他们回应了我们最初的参与邀请, 并宣布他们以前从未访问过该花园。 使用结构方程模型(SEM)对363个有效响应进行了分析。

研究发现

调查结果揭示了影响植物园形象及其未来价值主张的几个关键因素, 特别是在支持从单纯的娱乐性目的地向提供教育经历的自然旅游目的地转变的努力中。

原创性/价值

本文重新审视了社交媒体营销在增加受目的地形象显着影响的旅游目的地的访问意向中的作用。

Me gusta, etiqueta y comparte: reforzar el marketing en redes sociales para mejorar la intención de visitar un destino turístico basado en la naturaleza

Objetivo

Este documento explora la influencia del marketing en las redes sociales en la intención de los turistas de visitar un jardín botánico, que es uno de los destinos turísticos más populares en Indonesia.

Diseño/metodología/enfoque

Enviamos cuestionarios a 400 seguidores de la cuenta de Facebook del jardín botánico que respondieron a nuestras llamadas iniciales de participación y declararon que no habían visitado el jardín antes. Los análisis se realizaron en 363 respuestas válidas utilizando el Modelo de Ecuación Estructural (MEE).

Resultados

Los hallazgos revelaron varios determinantes clave que influyen en la imagen del jardín botánico y su propuesta de valor futura, particularmente en el apoyo al esfuerzo de cambiar de un mero destino recreativo a un destino turístico basado en la naturaleza que ofrece experiencias educativas.

Originalidad/valor

Este documento ofrece una nueva mirada a las funciones del marketing en redes sociales para aumentar la intención de visitar un destino turístico que se ve considerablemente afectado por la imagen del destino.

Book part
Publication date: 1 June 2021

Melissa Rikiatou Kana Kenfack and Ali Öztüren

It is salient to be acquainted with the key elements that determine educational tourists’ decision in selecting an overseas destination while considering the rise of international…

Abstract

It is salient to be acquainted with the key elements that determine educational tourists’ decision in selecting an overseas destination while considering the rise of international competition amidst nations concerning international students. There has been a growth in the number of nations committed to attracting educational tourists. This issue is evident in countries involved in higher education (HE), such as Northern Cyprus, identified as an edu-tourism destination. Northern Cyprus can attract a whopping number of tourists, and the higher population is most likely to be made up of international students regardless of its interdiction on direct flights and political pressure. This chapter centres on analysing educational tourists’ motivators in selecting a tourism education destination abroad and on revealing effective recruitment and promotion plans towards attracting them. The chapter includes the descriptions and discussions of educational tourism, the HE industry over the years, globalisation and internationalisation of educational tourism, factors influencing educational tourists’ decision-making process and key elements influencing educational tourists’ decisions in HE institutions. At the end of the chapter, a case study is presented that reports the findings of interviews with educational tourists, overseas recruitment agents and Eastern Mediterranean University staff responsible for promoting the institution. The results identified eight factors affecting educational tourists’ decisions on study destination. Those factors comprise cost, ease of access, location, social factors, quality of education, instruction language, cultural environment and communication quality. The sub-factors of the main eight factors are scholarships, destination’s scenery, safety, friends’ and relatives’ influence and cultural differences. This chapter brings a significant knowledge about the motives that affect educational tourists in selecting at a particular HE destination. Based on the study’s findings, educational institutions may consider various recommendations to redesign their strategies towards attracting educational tourists more effectively. Generally, this study promotes an apprehension about the diverse elements that affect educational tourists’ selection of a destination study. An in-depth understanding of these factors will help education institutions’ decision-makers better develop plans of action to provide desired services to educational tourists, attract and keep them in return.

Details

Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

Keywords

Article
Publication date: 8 August 2016

Muhammad Sabbir Rahman, AAhad M. Osmangani, Hasliza Hassan, Md. Aftab Anwar and Fadi Abdel Muniem Abdel Fattah

The purpose of this paper is to investigate the relationship between consumption values (CV), destination cues (DC), nostalgia and attitude in the selection of destination for…

Abstract

Purpose

The purpose of this paper is to investigate the relationship between consumption values (CV), destination cues (DC), nostalgia and attitude in the selection of destination for educational tourism, and the mediating effect of destination image (DI).

Design/methodology/approach

The research applied descriptive statistics, confirmatory factor analysis (CFA) and structural equation modelling techniques. The study tested the reliability and validity of the measurement model through CFA, Cronbach’s α and inter-correlation analyses. This research applied the structural equation model to examine the relationship between the research variables using 250 foreign students.

Findings

The results of data analysis support the stated hypotheses. All the direct relationships were significant and positive. However, DI found a partial mediating role among the relationships. Theoretical and practical implications are also discussed.

Research limitations/implications

From this research the tourism researchers, policymakers and managers of the respective higher learning institution may develop a complete understanding of the antecedents of attitude formation of the edu-tourists which were not even studied before from the perspective of educational tourism.

Originality/value

To date, there have been few empirical studies examining the attitude of the edu-tourists in the selection of a destination for educational tourism. Therefore, understanding the purpose of CV, DC and nostalgia in a tourist’s decision-making operation, and their theoretical relationship, will make both scientific and practical contributions.

Details

International Journal of Tourism Cities, vol. 2 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 28 September 2023

Samiha Siddiqui, Sujood, Naseem Bano and Sheeba Hamid

Ukraine hosts thousands of international students for educational tourism, of which more than 18,000 Indian medical students were compelled to escape Ukraine under emergency…

Abstract

Purpose

Ukraine hosts thousands of international students for educational tourism, of which more than 18,000 Indian medical students were compelled to escape Ukraine under emergency conditions of war. This paper aims to examine their intention to return to Ukraine to complete their education based on an integrated theory of planned behaviour (TPB) framework with added constructs, i.e. risk perception, career anxiety, rescue and relief memory.

Design/methodology/approach

The data were collected from 26 February 2022 to 30 June 2022 in two phases and two modes. It was ensured that the respondents were strictly confined to Indian medical students who had travelled to Ukraine for educational tourism. SPSS 25 and AMOS 23.0 were used to analyse the data. The hypotheses proposed were statistically tested.

Findings

The analysis reveals that the extended TPB model resulted in a strong model and the empirical findings corroborate that the students’ attitude, subjective norms, perceived behavioural control and career anxiety significantly and positively influence the students’ revisit intention (RI) while risk perception and rescue and relief memory have a negative influence on the RI.

Research limitations/implications

The study provides timely insights and implications to the Ukrainian tourism industry, particularly educational tourism business and medical institutions under the present turmoil, which can also act as blueprint research for destinations with a similar unstable political background.

Originality/value

The primary value of this research work is that it provides an understanding of the intention of medical students (educational tourists) towards revisiting the war-hit destination of Ukraine.

Details

International Journal of Tourism Cities, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2056-5607

Keywords

Open Access
Article
Publication date: 23 February 2024

Erdim Kul, Bekir Bora Dedeoğlu, Fulden Nuray Küçükergin, Marcella De Martino and Fevzi Okumus

This study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the…

Abstract

Purpose

This study investigates to what extent the values perceived by tourists throughout cultural tours impact their overall satisfaction levels and behavioral intentions related to the destination. This study further examines the moderating role of tour guide competency in the relationship patterns concerned.

Design/methodology/approach

Empirical data were collected via a survey from 420 foreign tourists who visited Cappadocia and participated in guided cultural tours. Partial least squares-structural equation modeling was used for data analysis.

Findings

Study results reveal that the effects of quality, emotional, monetary and social value perceptions of tourists gained through cultural tour experiences on their overall satisfaction levels and the effects of overall satisfaction on recommendation and revisit intention are positive and significant. Furthermore, the moderating role of tour guide competency is significant and positive in the relationships between quality value and satisfaction and between satisfaction and revisit intention.

Originality/value

This study offers a critical analysis of discoveries concerning the pivotal role of tour guide competency within the cultural tour experience.

Details

International Hospitality Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2516-8142

Keywords

Article
Publication date: 4 June 2019

Patricia Picazo, Sergio Moreno-Gil and Dogan Gursoy

Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in the…

Abstract

Purpose

Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in the marketplace. However, the impact of image projected through photographs has not received much attention in academic literature. This paper aims to establish a methodology using dynamic indices that allow a systematic comparative evaluation of the image projected through photographs used in marketing materials of lodging properties located in competing destinations. It also provides an empirical examination of the type of image projected through photographs of lodging properties in those destinations.

Design/methodology/approach

Analysis was conducted using a content analysis methodology. A total of 17,187 photographs of 5,820 lodging properties located in 15 different tourism destinations over a period of eight years were examined.

Findings

Results revealed that the proposed methodology based on dynamic comparative indices is appropriate for determining the projected image of lodging properties. The dynamic indices, which categorise photographs in three main categories: subject (people), activities (actions carried out) and contextualisation (location), allowed a systematic evaluation of the image projected of lodging properties in competing destinations. Results of the empirical analysis indicated important differences in the image projected through photographs among lodging properties located in 15 destinations.

Practical implications

This study provides the industry and destination marketing organisations (DMOs) with a useful and simple tool for comparatively evaluating the image projected by tourism accommodations. The methodology proposed enables managers to identify the current image and the changes in the image of their lodging properties, their destinations and those of their main competitors over the years, thus providing opportunities for development of more effective differentiation and positioning strategies in their respective target markets.

Originality/value

The proposed tool provides a methodology that can be used to categorise and evaluate the image represented on the photographs used in marketing materials to ensure the projection of the intended image. Furthermore, the proposed methodological tool enables managers to monitor the image projected through photographs used in competitors’ marketing materials and identify changes in their image projected over time.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 8
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 5 January 2022

Bekir Bora Dedeoğlu, Marcello Mariani, Fangfang Shi and Bendegul Okumus

This paper aims to investigate the relationships between motivation and intention to consume local food and between intention to consume local food and intention to visit the…

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Abstract

Purpose

This paper aims to investigate the relationships between motivation and intention to consume local food and between intention to consume local food and intention to visit the destination of that food's origin while examining the moderating effect of risk perception associated with coronavirus disease 2019 (COVID-19).

Design/methodology/approach

Data were collected from two samples of potential Chinese tourists in the contexts of Italian and Thai food. Data obtained from 264 Chinese respondents for Italian food and 277 Chinese respondents for Thai food were analyzed. Partial least squares structural equation modeling was utilized to test the research model.

Findings

The results indicate that, while motivational factors such as cultural experience, novelty and sensory appeal influence potential Chinese tourists' intention to consume Italian food, motivational factors such as cultural experience, health concern, novelty and sensory appeal influence tourists' intention to consume Thai food. The authors found that intention to consume local food positively influences tourists' intention to visit both destinations (Italy and Thailand). Moreover, tourists' risk perceptions of COVID-19 negatively moderate the effect of cultural experience and novelty on the intention to consume Italian food. Regarding the intention to consume Thai food, the authors found that tourists' risk perceptions have a diminishing effect on all motivational factors.

Originality/value

This pioneering study examines the role of COVID-19-related risk perception on the relationships among motivation of local food consumption, intention of local food consumption and destination visit intention in the context of two destination countries. It reveals cross-country differences of the negative effect pertaining to the risk perceptions of COVID-19, which has important implications for international destination marketing.

Details

British Food Journal, vol. 124 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Book part
Publication date: 7 November 2022

Guiqiang Qiao and Chris Ryan

It was estimated that 450 million people would take vacations during the Chinese Spring Festival in early 2020, yet the outbreak of the pandemic resulted in a sudden brake of…

Abstract

It was estimated that 450 million people would take vacations during the Chinese Spring Festival in early 2020, yet the outbreak of the pandemic resulted in a sudden brake of travel business. This caused an unparalleled damage to the industry for tourism cities in China. Among those cities, Hangzhou was the first to activate the First Level Public Health Emergency Response, indicating an immediate lockdown. However, within one month, the city started to reopen its public facilities, parks and gardens for residents. From then, the city has witnessed a well-controlled pandemic and steady recovery of tourism. Therefore, the author intends to explore (1) what contributes to the tourism recovery in Hangzhou; (2) how the policy was implemented efficiently and (3) the casual relations between the safe destination image and the recovery of tourism industry. From a longitudinal perspective, the research adopted qualitative methods to collect data from policy documents, interviews and auto-ethnographic reflections. Thematic analysis indicates that effective control of the pandemic, early application of tracing app, seamless linkage between administrative levels and the cooperation of local residents are important to create a positive and safe destination image; traditional values and the authority of the government are equally important for implementing measures and policies successfully; more importantly, the safe image of a destination is considered as the most important reason for Chinese to make a travel decision. The research will contribute to destination management under crisis and exemplify the possibility to build the destination resilience with those effective.practices.

Details

The Emerald Handbook of Destination Recovery in Tourism and Hospitality
Type: Book
ISBN: 978-1-80262-073-3

Keywords

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