Search results

The purpose of this empirical study is to find out the similarities and differences between first and multiple time Hong Kong holiday makers in their selection of foreign holiday destinations and the type of activities they are engaged in while spending their vacations away from home. Study results indicate that there are demographic, socio‐economic and behavioral differences between first and multiple time Hong Kong overseas visitors. These pronounced differences between the two segments can be used in the development of appropriate marketing strategies to attract higher numbers of tourists to the same destination.

This paper aims to explore the effectiveness of a key branding campaign, based on a case study of Liverpool as the 2008 European Capital of Culture. Branding is a popular practice adopted by many cities in the context of intensified tourism competition.

This study looks at quantitative data collected from an on-street face-to-face survey in 2008. In total, 611 questionnaires were distributed to and collected from local residents, visitors from the immediate hinterland, domestic tourists and overseas visitors.

The analysis is done, first by investigating respondents’ impression on the Liverpool 08 brand and the branding campaign, and then by exploring the effects of the campaign. The positioning of Liverpool compared with other similar cities is addressed in the end.

Event marketers need to be aware that visitor perceptions of the event’s branding are unlikely to be homogeneous. This could have significant implications on the design of brand and branding campaign and, then, affect whether the city could be effectively marketed.

Evidence suggests that the demand for outdoor recreation by visitors from overseas countries is increasing in the USA and is likely to continue in the near future. To offer international tourists opportunities for quality experience, it is important to examine and understand the travel behaviour of international visitors to national parks and natural areas. Reports on a study of Australian visitors to national parks and natural areas with respect to selected demographic characteristics, motivations and information sources used in planning their trips. The findings of this study may be used to generate appropriate international market strategies for promoting tourism in national parks and natural areas in the USA.

The purpose of this paper is to highlight the case study of the Ministry for Primary Industries’ (MPI) Border Compliance Social Marketing programme. This programme aims to change the behaviour of international visitors to New Zealand. This is to protect New Zealand’s important horticultural and agricultural industries and environment from harmful pests and diseases. The programme encourages travellers to leave potential biosecurity risk items at home, or at least declare them to border staff or dispose of in special amnesty bins at New Zealand’s airports on arrival. It also influences local communities to advocate to friends and family overseas on MPI’s behalf.

Aimed at visitors with the highest identified risk, the programme uses a range of interventions in the pre-travel, in-journey and upon-arrival stages of travel. It is underpinned by social marketing theory and models, qualitative and ethnographic research and an understanding of the passenger journey.

The programme has delivered a significant reduction in the number of passengers being caught with prohibited items and has influenced behaviours in packing bags before travel and declaring items for inspection on arrival in New Zealand.

The programme contributes to the New Zealand biosecurity system, which protects the country’s key horticultural and agricultural industries. For example, the horticultural industry contributes $5.6bn annually to the New Zealand economy. It also protects native flora and fauna, which is a large attraction to overseas visitors, and contributes to the $12.9bn tourism industry.

THE British Tourist Authority, which entered its second decade of operations in 1980, traces its origins to the Come To Britain Movement inaugurated in 1926 by Sir Francis Towle, the managing director of a chain of hotels. Like countless other private initiatives, before and since, this soon attracted government interest and, after a public meeting at the Mansion House in December 1928, when it was agreed that an organisation designated as the Travel Association of Great Britain and Ireland should be formed, the President of the Board of Trade announced that the government intended to ask Parliament for the sum of £5000 during the forthcoming financial year to support the association's activities. The official purposes of the new body, formally registered in April 1929, were to increase the number of visitors from overseas and to stimulate the demand for British goods and services.

Perhaps, at the outset, I should tell you something about the British Travel and Holidays Association. The Association was formed in 1929 by a few far‐seeing enthusiasts from the transport and hotel industries. It was known as the Travel and Industrial Development Association of Great Britain and Ireland, and it struggled valiantly, with very little support from either Government or the industries it sought to serve, to develop the ‘Come to Britain’ campaign. In those early days, and indeed to some extent even to‐day, it was not considered very respectable for a great nation like Britain to engage in the business of tourism. The British people have never really been very interested in the tourist business. Our position as an island nation with great wealth and investments overseas has tended to make us keener on travelling abroad than on attracting to visit us. The losses consequent upon two world wars, however, have changed our economic position. New sources of income have had to be found to enable us to pay for the imports of food and raw materials on which our very existence depends. One of the greatest of these sources, as I shall try to illustrate to you, is the income in the form of ‘invisible exports’ engendered by the tourist industry.

England has a great variety of historic buildings and monuments, often set in fine surroundings. They are our architectural heritage: a growing heritage. Of 5,500 or more buildings of special merit, at least 1,500 are open to the public. They are owned by the nation, by local authorities or non‐profit making trusts, and mostly by private individuals or families. They are spread throughout England, offering many interesting things besides the architecture itself.

This paper examines the integration of entrepreneurial thinking and the elements of marketing strategy in attracting visitors to Grampian region’s castles, focusing specifically on the current tourist initiative of the “Castle Trail”. Firstly, the nature of a heritage tourism resource is highlighted. Secondly, the role of entrepreneurship in not for profit organisations is considered. Lastly, the paper explores the need to include entrepreneurial activities in the development of a marketing plan for maximising the potential of the north‐east’s heritage tourism resources. It is demonstrated that this approach will allow for the creation of a fundamentally distinctive image that will contribute to the overall success of the initiative. The central hypothesis is that the marketing of Grampian region’s prime heritage asset is at present inadequate and new initiatives are required to link marketing principles with entrepreneurial practice. This is supported by primary research findings, where it is demonstrated that a rethinking of the current strategy is much needed. The primary research consists of both interviews and questionnaires. The findings of this research are then combined with the findings of the secondary research, the literature review, and together they provide the framework for a number of recommendations. These include the need to improve road signposting, to extend opening times, and make greater use of sales promotion. A more creative approach can also allow for greater exploitation of new opportunities, particularly in the context of the augmented product. The final conclusion is that there is significant public interest and support for promoting the region’s castles as a major tourist asset, but that at present the potential to promote the region is being clearly under utilised.

This paper aims to argue that, while destination benchmarking and visitor surveys seek to measure the visitor experience, they privilege the destination manager or researcher rather than taking the visitor's viewpoint. It seeks to suggest that capturing and analysing visitor stories while in the destination can facilitate understanding of how destination image changes with actual experience, and what factors or attributes are important, thereby offering a deeper insight into the process through which destination experience is transformed (sense making) and transmitted (sense giving) via those stories, that all important word of mouth publicity.

Unstructured interviews were recorded with visitors in Edinburgh and Greenwich. An interpretive approach was employed in analysing the interview data to uncover facets of visitor experience affecting the image conveyed through the narrative.

The research reveals three elements involved in the sense making and sense giving process and sets out the three categories of visitor consumption characteristics which are implicated in the process.

Although the outcomes of the sense making and sense giving process are mediated by the incidents, interactions and characteristics of the individual visitor, the process itself is common to all visitors. Analysing visitor narratives to uncover the mediating factors illuminates the visitor's actual destination experience and its impact on their understanding or image of a destination. Narratives proved to be a useful research tool.

The interview and analysis techniques used could be readily adapted for use alongside existing standardised visitor survey tools to provide destination managers and marketers a greater understanding of the impact of customer care and visitor management programmes and how narrative may be useful in tailoring destination marketing to meet the requirements of specific visitor groups.

The paper demonstrates the utility of capturing and analysing visitor narratives at the point of destination consumption for understanding actual destination experience and the way in which it is transmitted as word of mouth information to others.

The purpose of this paper is to use the experiential view of consumption to better understand the nature of the motivations of the wine tourist in a congested wine region environment. It also aims to determine the impact of travel antecedents such as the perceived characteristics of the wine region, information sources utilised, and previous knowledge of the region and its products on the destination decision‐making process and ultimately the visitation motivations.

Information is obtained from a random sample of 304 respondents from 12 wineries representing all size groups situated on the Paarl Wine Route (PWR) in South Africa. Data are collected through the use of a self‐administered, highly structured questionnaire, self‐completed by respondents at each of the winery cellar door venues.

The most important characteristic of the entire winescape is the region's scenic beauty. Other high impact characteristics are the friendly people and their hospitality, overall ambience and the diversity of wine estates. These factors point to hedonic behaviour in a highly social context and primarily a search for enjoyment/pleasure, mainly by first‐time visitors. The dynamic of first‐time and repeat visitation plays a key role in visitors' wine tourism behaviour. The decision to engage in wine tourism is generally impulsive, even spurious, the visit duration short and the motivations guiding the visitors' behaviour predominantly hedonic in nature.

The impact of the natural landscape underlines the premise that an experiential research approach can yield valuable insights and sheds new light on the fact that a memorable experience for a wine tourist does not only evolve inside the winery's cellar door. In the process it exposits what could be unique selling points for marketing differently positioned wine regions.

This study is of value to academic researchers, travel and accommodation providers and wine industry practitioners alike as it highlights important aspects of wine tourism behaviour with regard to the actual (underlying) motivations that drive them to visit cellar doors in a wine region.