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The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.
Abstract
Purpose
The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.
Design/methodology/approach
A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them.
Findings
Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020.
Originality/value
This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.
Details
Keywords
Rajat Roy, Fazlul K. Rabbanee, Diana Awad and Vishal Mehrotra
This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on…
Abstract
Purpose
This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on the context.
Design/methodology/approach
Four empirical studies (two laboratory and two online experiments) were used to test key hypotheses. Study 1 manipulated regulatory focus and envy in a job application setting with university students. Study 2 engaged similar manipulations in a social media setting. Studies 3 and 4 extended the regulatory focus and envy manipulations to the general population in pay-what-you-want (PWYW) and pay-it-forward (PIF) restaurant contexts.
Findings
The findings showed that a promotion (prevention) focus fits with the emotion of malicious (benign) envy. In the social media context, promotion and prevention foci demonstrated negative behaviour, including unfollowing the envied person, when combined with malicious and benign envy. In the PWYW and PIF contexts, combining envy with a specific type of regulatory focus encouraged both positive and negative behaviours through influencing payments.
Research limitations/implications
Future research could validate and extend this study’s findings with different product/service categories, cross-cultural samples and research methods such as field experiments.
Practical implications
The four studies’ findings will assist managers in formulating marketing strategies to enhance their positioning of target products/services, possibly leading to higher prices for PWYW and PIF businesses.
Originality/value
The conceptual model is novel as, to the best of the authors’ knowledge, no prior research has proposed and tested the fit between envy type and regulatory foci.
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Feng Yang, Jingyi Peng and Zihao Zhang
This paper aims to explore the promotion decisions of heterogeneous sellers on a decentralized platform under competitive conditions and analyze how seller behaviors impact…
Abstract
Purpose
This paper aims to explore the promotion decisions of heterogeneous sellers on a decentralized platform under competitive conditions and analyze how seller behaviors impact platform profit, seller revenue, buyer surplus and social welfare.
Design/methodology/approach
This paper considers a Cournot model consisting of a platform charging a commission rate and two sellers with different conversion rates and browsing costs. Promotion efforts by sellers can increase traffic, but they also incur promotion costs for sellers. The sellers decide on promotion effort by weighing these two effects. The authors also explore the equilibrium when the platform charges a fixed usage fee.
Findings
The seller’s profit improves as its conversion rate increases and worsens as browsing costs increase. Also, increasing the commission rate charged by the platform makes the seller invest less in promotional efforts. Therefore, the platform must consider this trade-off to determine an optimal rate. The analysis shows that the seller with a high conversion rate and high browsing cost plays a greater role in generating more overall revenue. When the market favors such a seller, the platform tends to charge less in order not to impair its profitability.
Originality/value
This paper incorporates conversion rate, buyer’s browsing cost, unit promotion cost and the fee charged by the platform into the model to study sellers’ promotion decisions on decentralized platforms.
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Keywords
Adrian Booth and Angela Burford
Mental health promotion is a relatively new, evolving and very exciting area of public health. The challenge for mental health promotion in Australia is ‘weaving its many threads’…
Abstract
Mental health promotion is a relatively new, evolving and very exciting area of public health. The challenge for mental health promotion in Australia is ‘weaving its many threads’ through the various areas of mental health policy, programs and service delivery.
Training in research and evaluation skills is a frequently expressed need among health promotion practitioners. Research conducted in Scotland among health promotion specialists…
Abstract
Training in research and evaluation skills is a frequently expressed need among health promotion practitioners. Research conducted in Scotland among health promotion specialists and their managers showed that training in research on its own would be an insufficient response. In this paper, it is argued that there is a need to develop a broader strategy which seeks to strengthen research capacity within health promotion practice settings, rather than simply offering training to improve practitioners’ research skills. This will help to improve the quality of research conducted in practice settings and contribute to building an evidence base for health promotion. A broader professional development strategy for health promotion research in Scotland is proposed which utilizes a range of learning routes and delivery mechanisms. This will be backed up by the establishment of a broad strategic research partnership which brings together practitioners, researchers and policy‐makers so as to develop a better understanding of what evaluation evidence is needed and who is contributing what.
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Steven W. Hartley and James Cross
Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This…
Abstract
Expenditures for sales promotion activities have increased dramatically during the past decade. Along with this added emphasis, however, have come some undesirable effects. This article considers some of the key issues that influence sales promotion decisions. It describes current sales promotion activities, identifies some of the negative consequences of these activities, introduces a cost‐benefit philosophy for sales promotion decisions, and proposes a specific method for making those decisions.
This paper identifies seven points in favour of integrating mental health promotion and general health promotion strategies: mental, physical and social aspects of health are…
Abstract
This paper identifies seven points in favour of integrating mental health promotion and general health promotion strategies: mental, physical and social aspects of health are inextricably inter‐linked; mental health is all too easily overlooked in thought and deed; life circumstances affect mental, social and physical health; mental, social and physical health have intertwined and shared roots; we need concerted action on these intertwined and shared roots; even topic‐specific action needs to be co‐ordinated and the promotion of mental health is a foundation for the promotion of general health. Attention is then focused on how such integration can be achieved, with reference to the Ottawa Charter for Health Promotion and the ‘arenas’ approach to programmes. The paper concludes by widening out the notion of integration to that of health promotion as an integral part of our collective way of life, advocating the idea of ‘a healthy mind in a healthy body in a healthy society’.
States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local…
Abstract
States that, owing to major change in the field of marketing in the past 20 years, there has been an increase in the use of sales promotion. Proposes that managers in local authorities, who are responsible for the marketing of recreation and leisure services should understand the role that astute use of sales promotion can play in their marketing campaigns. Examines the meaning of sales promotion and gives a list of commonly used promotions given by local government. Reveals that careful planning, execution and evaluation of sales promotion can make it a useful tool for the recreation and leisure service manager.
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Miguel I. Gómez and Vithala R. Rao
Trade promotions are manufacturer incentives directed to retailers rather than to consumers, aiming at influencing retailer's sales, prices and merchandising practices. Although…
Abstract
Purpose
Trade promotions are manufacturer incentives directed to retailers rather than to consumers, aiming at influencing retailer's sales, prices and merchandising practices. Although they are a growing element in the promotional mix of food manufacturers worldwide, trade promotions often raise concerns about their impacts on performance and coordination in the food supply chain, which in turn affect retail food prices. This paper aims to measure the influence of market power on the outcomes of trade promotions negotiated between food manufacturers and supermarkets.
Design/methodology/approach
The paper employs Rangan's conceptual model to develop hypotheses about the links between three dimensions of market power (size, brand and institutional power) and trade promotion budgets and their allocation between discount‐ and performance‐based types. The paper employs trade promotion data collected from 36 supermarkets in the USA to statistically test these links.
Findings
The results suggest that brand, size, and institutional power of food manufacturers and retailers affect trade promotion budgets and their allocation among discount‐ and performance‐based types. Food manufacturers have relatively more control over their trade promotion budgets whereas retailers may have more influence on the allocation decisions.
Originality/value
The findings can help food manufacturers and retailers identify institutional, brand and size variables that may help them leverage trade promotion negotiations. The results are relevant to policymakers, in particular for the study of antitrust and performance issues in the food distribution system.
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Ellen R. Foxman, Patriya S. Tansuhaj and John K. Wong
Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales…
Abstract
Sales promotion is an important element of marketing communication strategy which accounts for more promotional expenditures than advertising in some countries. However, sales promotion has been generally ignored by researchers. This article briefly reviews the criteria used in the US to evaluate sales promotions and these criteria are found inadequate to guide the formulation of sales promotion internationally. Environmental sensitivity factors are identified which are overlooked in domestic sales promotions and an audit approach to planning and evaluating cross‐national sales promotion strategy is presented.
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