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Article
Publication date: 2 May 2022

Louis James Salangsang, Micah Joy Liwanag and Paul Anthony Notorio

This study aims to examine the elements of luxury travel found in YouTube video advertisements uploaded by various National Tourism Offices from 19 selected Asian countries at the…

Abstract

Purpose

This study aims to examine the elements of luxury travel found in YouTube video advertisements uploaded by various National Tourism Offices from 19 selected Asian countries at the onset of Covid-19 pandemic.

Design/methodology/approach

The researchers used content analysis to systematically analyze the themes among the Asian tourism video advertisements through the lens of the hierarchy of luxury travel needs.

Findings

Thailand and the Philippines showcase the most elements of luxury travel needs (LTNs), featuring five out of the seven components. In fact, Thailand has the highest aggregate featured LTN elements among all countries, with 164 coded references across five components. Exclusivity is the most featured element of the LTN by all Asian countries, except for South Korea and Bhutan whose focus is on authentic experience. Interestingly, product quality standards were not seen in any videos.

Practical implications

Tourism industry decision-makers can use this study in evaluating their promotional plans, developing promotional strategies, crafting future video advertisements and exploring future research in the field of social media, videos and luxury.

Originality/value

The study provides insights and understanding of the current priorities of tourism advertisements. This study’s use of the hierarchy of LTNs provides a novel contribution within the studies in luxury travel, post-pandemic travel and tourism advertisement.

Details

Consumer Behavior in Tourism and Hospitality, vol. 17 no. 1
Type: Research Article
ISSN: 2752-6666

Keywords

Open Access
Article
Publication date: 26 August 2020

Robert Charles Capistrano and Paul Anthony Notorio

This study aims to examine the underlying statements with regard to strategic directions and action programmes on tourism found in the state-of-the-nation address (SONA) speeches…

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Abstract

Purpose

This study aims to examine the underlying statements with regard to strategic directions and action programmes on tourism found in the state-of-the-nation address (SONA) speeches of six Philippine presidents – from 1987 to 2019. The researchers believe that president SONAs are usually reflective of their plans and are strong indicators of their interest, which could particularly influence the Philippine tourism planning and development. Currently, the lack of guidance in the theoretical framework and research discussion in exploring the Philippine tourism policy and development priorities using presidents’ SONA speeches are found wanting. Scenario planning approach was used as a framework.

Design/methodology/approach

Scenario planning approach requires inputs from an advisory group to create scenario drivers. As inputs, the presidents’ SONA speeches were used in this study while the researchers assumed the role of scenario thinkers. The speeches were downloaded and imported into a qualitative data software. Through a series of text search with regard to strategic directions and action programmes on tourism, underlying statements were subjected to content analysis to create nodes. The nodes were used as the basis in creating scenario drivers, which became the basis in creating the model. The models underwent the following validation procedures: researcher, concept and literature review.

Findings

Based on the data, there are three identified major drivers of the present and future of Philippine tourism; these are tourism policy, tourism development and prospects for the future (temporal element). It also indicates tourism development and temporal element as dominant, with very few on tourism policies. By combining the tourism policy and tourism development, the development of the tourism policy and development confluence model was created. Meanwhile, the addition of the temporal element provided a third scenario driver that led to the creation of the dimensions of tourism policy and development scenarios.

Practical implications

The developed model can be adapted to many contexts that extend even outside of tourism. The public tourism offices, such as the department of tourism and the regional, provincial, city and municipal tourism offices, can use the model to help them prioritise tourism development programmes and lobby for tourism policy creation.

Social implications

The model will significantly assist decision-makers and policymakers to be conscious in crafting and enacting their tourism plans and programmes. It presents tourism policy and tourism development as scenario drivers that are interrelated; hence, a mutual relationship between the executive and legislative sectors of the government can be expected.

Originality/value

The study positions its originality and value in three areas: scenario planning, tourism future and president’s interest in tourism. In terms of scenario planning, the study was able to present interaction among three scenario drivers compared to most models that only have two. In the area of tourism future studies, this study claims that qualitative historical data can also be used to predict future scenarios. Despite the limited literature examining the tourism interest of the top-level administration, using speeches made by head of state is found plausible to predict the future of Philippine tourism.

Details

Journal of Tourism Futures, vol. 7 no. 1
Type: Research Article
ISSN: 2055-5911

Keywords

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