Search results

This study attempts to demonstrate how a tourism attraction (i.e., museum) could establish its brand equity. It involves a case study on one of the most famous museums in Taiwan which involves an in-depth interview. The results show that the museum under investigation has established a clear brand identification and its brand communications but has a limited interpretation of its brand assets. Recommendations include strengthening its experiential propaganda, organizing large-scale intercity festivals, coordinating with other vendors to sell cultural products, increasing the number of professional exhibitions, and establishing a self-evaluation mechanism.

Luxury fashion brands have started differentiating their investment strategies and enlarging their sectors of activity, for instance, entering tourism. The overlay between traditional behaviors and innovative strategies has left a mark on the cities and neighborhoods. This chapter explores the spatial distribution of luxury tourism infrastructure in Milan. This transition does not affect only preeminent locations, such as monumental squares and high streets, but also places traditionally excluded from the “luxury circuits.” The location of 5-star hotels and premium tourism facilities in Milan (Michelin restaurants and spas) differ from the general tourism infrastructure. The study identifies polarization in the touristic offer and a parallel influence in the real estate market.

The aim of this paper is to investigate the nature of public value in the context of Swedish public museum management and how it is created.

The museum context is introduced, and assumptions and principles underpinning new public management (NPM) and public value management, along with examples of applicability and implementation in museums, are presented. Three key issues of convergence and divergence within the theoretical framework – strategic orientation, accountability and performance – are identified and introduced as a gateway to the empirical findings and the ensuing discussion.

NPM-oriented values have become part of the strategic orientation of the museum sector. The results of this study show that there exist at least three conceptions of museum management that are based on two different strategic orientations, that is, accessibility and conservation, which also point to different conceptions of value.

Museum management can be seen as the management of tensions between conservation and accessibility and between customer orientation and stakeholder orientation towards the creation of museum value.

The findings will assist museum management determine not only what value is but also for whom it is valuable, taking into account both present and future generations.

There has been a massive, revolutionary change over the past two decades in the travel and tourism industry. Mobile technology offers privileges to consumers in order to identify, customize and purchase tourism products and support the globalization of the industry by providing tools for developing, managing and distributing beneficiaries worldwide. These diligent advancements in mobile technology have made it extremely easy for everyone to know instantly as much about the world as they want. The use of smartphones, tablets and mobile devices has empowered global tourists with more flexibility, options and freedom to explore places than ever before. For that reason, mobile technology is a perfect fit for travel and tourism that plays an important role in massive cultural shift of consumer behaviour. All over the world, businesses are struggling to adapt to that incredible spread and impact of mobile technology and in the future, the technology will go on developing and adapting, as well. As mobile technology has been evolving rapidly and spreading across multiple tourism sectors, it is pivotal to take into account its role in creating innovative experiences for consumers and fostering a sustainable competitive advantage for suppliers in the tourism industry. Though mobile evolution has contributed to enhancing the travel factor at large, not much is known about how it has affected the tourism development. Finding this information is crucial for a deeper understanding of how consumers are using tourism-related mobile technology before, during and after their trip. It could provide meaningful perceptions to meet their expectations and to enhance their travel experiences. Therefore, this chapter aims to identify the potential of mobile technology in several businesses in the tourism sector providing guidance to understanding its role to enhance value creation in the future.

Management research has begun to explore how cultural entrepreneurs use established or declining societal traditions to create distinctive new ventures and products. In this study, we propose an alternative pathway for creating entrepreneurial opportunities, that is, through leveraging extinct societal traditions. Extinct societal traditions yield opportunities to create highly distinctive products and ventures, yet their use entails substantial challenges. To understand how entrepreneurs can successfully leverage extinct societal traditions, we investigate the case of The Merchant of Venice, an Italian venture established in 2013 that produces luxury perfumes based on the perfume-making tradition that flourished in Venice between the sixteenth and seventeenth centuries and disappeared afterwards. Our study illuminates how cultural entrepreneurs can leverage extinct societal traditions by (a) exhuming lost knowledge and practices, (b) validating them as an authentic and appreciable tradition of a given community and territory, and (c) elevating their meaningfulness as core to place identity. Our study contributes to the literature on cultural entrepreneurship and traditions by revealing the distinct challenges that resurrecting extinct traditions entail, enriching the understanding of types, goals, and processes of cultural entrepreneurship, and widening current knowledge of the roles of tradition custodians.

Towns and cities across Canada face rapidly changing economic circumstances and many are turning to a variety of strategies, including tourism, to provide stability in their communities. Community Economic Development (CED) has become an accepted form of economic development, with recognition that such planning benefits from a more holistic approach and community participation. However, much of why particular strategies are chosen, what process the community undertakes to implement those choices and how success is measured is not fully understood. Furthermore, CED lacks a developed theoretical basis from which to examine these questions. By investigating communities that have chosen to develop their tourism potential through the use of murals, these various themes can be explored. There are three purposes to this research: (1) to acquire an understanding of the “how” and the “why” behind the adoption and diffusion of mural-based tourism as a CED strategy in rural communities; (2) to contribute to the emerging theory of CED by linking together theories of rural geography, rural change and sustainability, and rural tourism; and (3) to contribute to the development of a framework for evaluating the potential and success of tourism development within a CED process.

Two levels of data collection and analysis were employed in this research. Initially, a survey of Canadian provincial tourism guides was conducted to determine the number of communities in Canada that market themselves as having a mural-based tourism attraction (N=32). A survey was sent to these communities, resulting in 31 responses suitable for descriptive statistical analysis, using Statistical Package for the Social Sciences (SPSS). A case study analysis of the 6 Saskatchewan communities was conducted through in-depth, in person interviews with 40 participants. These interviews were subsequently analyzed utilizing a combined Grounded Theory (GT) and Content Analysis approach.

The surveys indicated that mural development spread within a relatively short time period across Canada from Chemainus, British Columbia. Although tourism is often the reason behind mural development, increasing community spirit and beautification were also cited. This research demonstrates that the reasons this choice is made and the successful outcome of that choice is often dependent upon factors related to community size, proximity to larger populations and the economic (re)stability of existing industry. Analysis also determined that theories of institutional thickness, governance, embeddedness and conceptualizations of leadership provide a body of literature that offers an opportunity to theorize the process and outcomes of CED in rural places while at the same time aiding our understanding of the relationship between tourism and its possible contribution to rural sustainability within a Canadian context. Finally, this research revealed that both the CED process undertaken and the measurement of success are dependent upon the desired outcomes of mural development. Furthermore, particular attributes of rural places play a critical role in how CED is understood, defined and carried out, and how successes, both tangible and intangible, are measured.

The FIFA Museum in Zurich is a division of the Fédération Internationale de Football Association (FIFA) and has been opened in 2016 with the aspiration to become one of the key attractions, both in Zurich as well as in the association football context. As with many tourist attractions, staying on top of the game is a challenge. Unlike other museums, the FIFA Museum took an open innovation approach in developing their concept, especially for those parts that deal with visitor interactions. With the goal of being not only a football museum, but also an attractive and leading event location in Switzerland, event ideas were collected using a crowdsourcing approach, managed through a platform run by ATIZO. Through this community, the museum could design attractive event concepts, succeeded to increase visitor engagement and built a loyal base of innovators and future guests. This chapter describes the crowdsourcing methodology applied by the FIFA Museum, critically examines the process, advantages, and disadvantages of the methodology chosen, and concludes by giving recommendations for similar cases. The particular focus lies on the application of the crowdsourcing method in areas where a strong fan community can be involved in the development process, such as, e.g., in the association football context.

SNS, namely social networking sites, has become one of the most effective and fast channels of information diffusion and dissemination. As an influential way of online marketing, SNS has been increasingly used by tourism organizations and enterprises to shape their destination image. On the basis of previews literature of destination image and SNS, this paper used the text analysis software ROST Content Mining (ROST CM) System to do a case study of the SNS destination marketing of Singapore on Chinese market. The authors analyze the text related to Singapore tourism on the major SNS in mainland China: Renren, Sina Weibo, and Douban, through word frequency analysis and the social semantic network, to summarize the destination image of Singapore on SNS. The paper also focuses on the difference of image building by official and individual SNS. Results found by this paper can be used by the relevant tourism organizations and enterprises to improve their destination marketing and image building on SNS channels.

Case study research frequently includes collecting and interpreting stories individuals tell about their lives and event that they believe that they know about. Chapter 3 discusses storytelling theory and describes case study research in consumer behavior of stories that consumers tell about buying and using products and services. Storytelling is pervasive through life. Much information is stored, indexed, and retrieved in the form of stories. Although lectures tend to put people to sleep, stories move them to action. People relate to each other in terms of stories — and products and brands often play both central and peripheral roles in their stories. To aid storytelling research in consumer psychology, this chapter develops a narrative theory that describes how consumers use brands as props or anthropomorphic actors in stories they report about themselves and others. Such drama enactments enable these storytellers to experience powerful myths that reflect psychological archetypes. The chapter includes findings from case study research that probes propositions of the theory. Implications for consumer psychology and marketing practice follow the discussion of the findings.

This chapter begins with a brief journey through the history of art in order to point out art serves both social and psychological functions and how it is tinged by civilizational and historical context by accumulating layers of purposes and sense from the past times and diverse mind frames. Art produced in the first quarter of the twenty-first century has absorbed the late trends of the twentieth century and has traced and reinforced some paths, especially those in connection to economy (art as a valuable market product) and society (art as statement, critical posture and participatory citizenship). The chapter brings together these ideas with examples showing, on one side, the economic connection of art to the market and mass consumption, while other projects, on the other side, include a politicized facet and activism through self and collective curatorship, participatory art and glocalization of its matters of interest, audiences and social impact.