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Article
Publication date: 11 November 2022

Monica Coronel and Anna Irimiás

This study aims to contribute to the discussion on the interplay between music and destination advertising by exploring the roles of music in destination promotional videos (DPVs).

Abstract

Purpose

This study aims to contribute to the discussion on the interplay between music and destination advertising by exploring the roles of music in destination promotional videos (DPVs).

Design/methodology/approach

Eight focus group discussions on DPVs about Budapest (Hungary) were assessed through thematic analysis. Individuals’ interactions with and perceptions of advertising can be explored in depth through the former, whereas the latter allowed to identify the roles of music in DPVs.

Findings

Results show that music plays a very important role in DPVs in which it acts as a conveyor. Viewers associate a DPV’s musical elements and genre with a destination’s character. Here, the use and remix of traditional music was felt to be controversial because of its ability to communicate cultural identity. The music caught the audience’s attention, elicited emotions in them and made them think about the destination in question. An original music track can make a video memorable.

Research limitations/implications

A convenience sample was used with international and Hungarian university students for the focus groups.

Practical implications

Music is a powerful conveyor of the particular characteristics of a destination and if the structural elements of music, such as tempo, rhythm and dynamics, are chosen appropriately, tourism marketers can create compelling promotional videos. By recognising that different audiences are attracted by different genres of music, marketers can target specific tourist segments. Furthermore, tourism marketers are advised to ask locals’ opinions about which music best represents their city’s cultural identity.

Originality/value

Through an understanding of the important role of music in DPVs, this study provides a novel insight into assessing young people’s cognitive and affective responses to music in promotional videos.

Details

Consumer Behavior in Tourism and Hospitality, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2752-6666

Keywords

Article
Publication date: 9 November 2012

Coleen Meyers Martin

This article first aims to describe a successful streaming video communication effort developed at the California State University, Northridge Oviatt Library to reach out…

3135

Abstract

Purpose

This article first aims to describe a successful streaming video communication effort developed at the California State University, Northridge Oviatt Library to reach out to campus faculty. It then aims to discuss other library video collaborations for the purpose of marketing library resources and services in an academic setting.

Design/methodology/approach

A literature review discusses the relevance of library instructional videos as well as the tools and technologies utilized for creating streaming videos on the web for marketing purposes. The case study of marketing the library to faculty through one‐minute videos details the project's development from conception to production to assessment.

Findings

Identifying and utilizing the library's existing resources and expertise provided the foundation for the project. Collaboration among campus faculty as well as with other departments at the university also played a large role in the team's ability to develop the video campaign. Promoting new and existing library resources and services, the videos are accessible on YouTube and the library's website. Two library staff members, a librarian and a cinema and television arts student produce the videos with support from other campus departments. Survey responses about the videos provide valuable feedback.

Originality/value

This article describes a successful outreach effort targeting campus faculty and may be used as a model for other institutions interested in utilizing streaming video to market library resources and services.

Details

Reference Services Review, vol. 40 no. 4
Type: Research Article
ISSN: 0090-7324

Keywords

Article
Publication date: 12 June 2014

Enrique Bonsón, Michaela Bednarova and Tomás Escobar-Rodríguez

The current study extends the investigation into online relationship building by examining how Eurozone companies belonging to the EURO STOXX 600 index use the popular…

2063

Abstract

Purpose

The current study extends the investigation into online relationship building by examining how Eurozone companies belonging to the EURO STOXX 600 index use the popular video platform YouTube to facilitate dialogic communication with their stakeholders. The purpose of this paper is to analyse the extent and main purposes of the channel's usage, the companies’ activities and online practices, as well as the factors on this platform influencing the channel's activity, the audience, and the stakeholders’ engagement.

Design/methodology/approach

To achieve this goal a sample of 306 Eurozone companies listed in the STOXX Europe 600 index, including 19 subsectors and 12 countries, have been analysed. Stakeholder and dialogic theory were applied as a theoretical background for this study.

Findings

The results indicated that 44 per cent of companies studied have an official YouTube channel, which is mostly used for promotional purposes. It was found that the size of the company, the sector, and its country of origin determine YouTube channel activity, and that higher activity leads to a higher number of subscribers, thus fostering an initial step to better stakeholder engagement.

Originality/value

Given that this is the first study of its kind to provide this type of analysis, the resulting unique contributions may provide value to the information systems field and also contribute to the advancement of information systems research.

Details

Online Information Review, vol. 38 no. 4
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 2 September 2013

Lili Luo, Yuan Wang and Lifeng Han

The purpose of this paper is to present a study about a successful, award-winning online video marketing project at an academic library in China, hoping to shed light on…

21850

Abstract

Purpose

The purpose of this paper is to present a study about a successful, award-winning online video marketing project at an academic library in China, hoping to shed light on how to most effectively employ social media in libraries' marketing campaigns.

Design/methodology/approach

The study examined the different aspects of the library's online video marketing project, including project preparation, video production, distribution and promotion, and evaluation of students' perception of this project via survey questionnaires. Factors that contributed to its success were also analyzed.

Findings

Four factors that contributed to the success of the library's video marketing project were identified: base video content on the real campus life, reflecting what students experience in their everyday activities; convey content in a humorous, light-hearted, and refreshing style; employ social media to share content and engage the target audience; and partner with students.

Practical implications

The paper helps interested librarians develop a more grounded understanding of how video sharing sites can be effectively and efficiently used as a marketing platform and how to successfully create their own video marketing campaigns.

Originality/value

One significant weakness in library marketing literature is the lack of empirical studies analyzing the details of creating an online video marketing campaign. This paper helps fill that void, and contributes to the growth of the knowledge about library marketing using innovative technologies.

Details

Library Hi Tech, vol. 31 no. 3
Type: Research Article
ISSN: 0737-8831

Keywords

Article
Publication date: 10 August 2015

Xiaoqin Hua, Li Si, Xiaozhe Zhuang and Wenming Xing

Under the new technological environment, academic libraries meet an extremely intense competition in offering information services, and marketing becomes an important…

1778

Abstract

Purpose

Under the new technological environment, academic libraries meet an extremely intense competition in offering information services, and marketing becomes an important means to attain the goal of their sustainable development. The purpose of this paper is to get an overview of library marketing in Chinese “985” Project Universities, the authors undertook a survey on each library of “985” Project Universities released on the web site of Ministry of Education of the People’s Republic of China. And then the authors identified some successful practices based on the survey.

Design/methodology/approach

First, the content of each web site, along with the individual hyperlinks and categories that every library web site has, were browsed to check the availability of the categories. Second, the search function of each library was explored using terms like “blog,” “video” and “tutorial” to retrieve information about services. Third, the Google search engine was used to retrieve information from Renren, microblog and YouTube accounts combining with the name of each library. And then the authors consult reference librarians about marketing methods and tools applied in their libraries with real-time online reference services.

Findings

This paper suggests that 29 libraries are exploiting video marketing, which is the most widely used marketing methods, accounting for 74.36 percent. Mobile library marketing and microblog marketing are another two major application among the 39 “985” Project Universities libraries in China, respectively, accounting for 69.23 and 58.97 percent.

Originality/value

The paper reveals that there are some deficiencies lying in the marketing of these libraries: characteristic resources in really simple syndication (RSS) are insufficient, video themes turn to be traditional and plain, network media marketing is relatively uncommon, and mobile library marketing is limited to mobile messaging services. It may fill in the gap of better understanding the relationship between the traditional information services and modern services from users’ perspective. It is instructive for libraries to systematically summarize success or failure experience of other library marketing, and keep an innovative concept and global vision.

Details

Library Management, vol. 36 no. 6/7
Type: Research Article
ISSN: 0143-5124

Keywords

Article
Publication date: 16 March 2012

Anil Bilgihan

In‐room entertainment technology continues to evolve in the hotel industry. However, given the multitude of entertainment products available in the market place today…

1168

Abstract

Purpose

In‐room entertainment technology continues to evolve in the hotel industry. However, given the multitude of entertainment products available in the market place today, hoteliers have little clarity of guests' willingness to pay for those in‐room entertainment technology amenities. In this highly competitive environment for travelers, lodging managers should better understand what in‐room entertainment technology amenities their guests will purchase. The purpose of this study is to explore accepted pricing levels for in‐room entertainment technology amenities by hotel guests.

Design/methodology/approach

A sample of 2,500 US travelers was drawn randomly from a national database by rent‐a‐list.com for this study. An online survey was distributed. The response rate was 16.32 percent with 408 respondents.

Findings

Findings showed that guests want most of the in‐room entertainment technology amenities as complimentary. However, they are willing to pay for gaming consoles in their guest rooms.

Originality/value

This is the first paper that investigates the phenomenon of in‐room entertainment technology amenities. Implications are vital for hotel firms that aim to install the amenities.

Details

Journal of Hospitality and Tourism Technology, vol. 3 no. 1
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 3 May 2016

Anil Bilgihan, Scott Smith, Peter Ricci and Milos Bujisic

Advances in technology and in subsequent guest-related amenities have the potential to improve the guest experience and also increase both guestroom revenues and ancillary…

5056

Abstract

Purpose

Advances in technology and in subsequent guest-related amenities have the potential to improve the guest experience and also increase both guestroom revenues and ancillary room revenues. Innovative technologies will be one of the prime differentiators of hotel companies in the twenty-first century. However, it is important for hoteliers to answer questions such as which technology amenities do their guests desire when choosing overnight accommodations? Further, what are the importance levels assigned by guests of these various technology amenities? This study aims to answer the question of how leisure travelers may differ or be similar to business travelers with regard to in-room technology amenities.

Design/methodology/approach

The target population of this study consisted of 2,500 US residents whose email addresses were randomly drawn from a national database company. A series of t-tests and ANOVA were conducted to answer the research questions.

Findings

High-speed internet access and guest device connectivity were perceived more important by business travelers than by leisure travelers.

Research limitations/implications

Recognizing guests’ technology needs and answering those needs are important for hotel operators to remain competitive. While some segments perceive more value in certain technologies, for others it might be an indifferent amenity.

Practical implications

The amount of time guests spend in their rooms directly correlates to increased revenues from in-room dining, in-room amenities offered and, in general, all pay-for-use products and services such as the internet and movies. Therefore, with the right assortment and offering of technology amenities, hotels will increase their revenues from these ancillary revenues. Moreover, a hotel property with the right mixture of desired in-room amenities and services can charge higher rates for their guestroom sales.

Originality/value

The results of this study provide insights into the changing attitudes toward in-room entertainment technology that many hotel developers should take note of.

Details

Journal of Hospitality and Tourism Technology, vol. 7 no. 2
Type: Research Article
ISSN: 1757-9880

Keywords

Abstract

Details

Forensic Psychologists
Type: Book
ISBN: 978-1-83909-960-1

Article
Publication date: 10 August 2012

David Rae

The purpose of this article is to explore the integrated processes of action learning, entrepreneurial learning and new venture creation by students and graduates in the…

1973

Abstract

Purpose

The purpose of this article is to explore the integrated processes of action learning, entrepreneurial learning and new venture creation by students and graduates in the creative industries by addressing two questions: How do action learning and entrepreneurial learning connect with new venture creation in the context of the creative industries? How does learning influence the types of creative enterprises developed by students?

Design/methodology/approach

The article is based around the case of the Student Placements for Entrepreneurs in Education (SPEED) project which ran in 13 higher education institutes (HEIs) in the UK between 2006 and 2008. This provided an innovative, action‐learning based route, enabling students to create new business ventures as self‐started work experience. The article uses the case to develop theoretical perspectives on creative entrepreneurship and action learning.

Findings

The article draws lessons from the experience of the SPEED programme as an innovative multi‐HEI project, and develops a conceptual model of creative entrepreneurship with illustrative cases. Transferable insights and a model of entrepreneurial action learning illustrate connections between venture formation and “pull” learning.

Practical implications

It is increasingly clear that graduate self‐employment and entrepreneurship must make an essential contribution to educational and economic development in the post‐recessionary economic era, but this is problematic, especially in the creative industries. Recommendations for development based on these models and practices are proposed for educators and policy‐makers.

Originality/value

The article connects action learning with theories of new venture creation and entrepreneurial learning. It develops critical insights and proposes conceptual models of creative enterprise and “pull” learning in venture creation.

Details

International Journal of Entrepreneurial Behavior & Research, vol. 18 no. 5
Type: Research Article
ISSN: 1355-2554

Keywords

Article
Publication date: 1 June 2021

Alexandra Georgescu Paquin and Aurélie Cerdan Schwitzguébel

The purpose of this paper is to analyze the tourist landscape as represented in Turisme de Barcelona’s YouTube tourism promotional videos, looking at the landscape’s…

Abstract

Purpose

The purpose of this paper is to analyze the tourist landscape as represented in Turisme de Barcelona’s YouTube tourism promotional videos, looking at the landscape’s tangible locations, symbolic and tourist assets and the protagonists in an effort to interpret its storytelling in an overtourism context.

Design/methodology/approach

The mixed methodology is based on a visual content analysis of promotional videos posted on the official Barcelona tourism YouTube channel. Quantitative data analysis about the assets and their localization was completed with a qualitative assessment of the way these assets are displayed to unveil the narrative they convey.

Findings

The results highlight that Barcelona’s projected image is mainly based on tangible heritage (especially monuments), its recognizable cityscape and its eno-gastronomic assets. This rather conventional image is geographically concentrated on the neighborhoods perceived as tourist neighborhoods.

Practical implications

This analysis provides a critical reflection of the actual strategy of destination management organizations and the storytelling they transmit. The findings can help to orientate their future actions and provide a method of analysis that can be repeated for other destinations.

Originality/value

This paper sheds new light on the use of urban landscapes in nonstatic images both as a narrative subject and as a tangible tourist space in promotional discourse.

Details

International Journal of Tourism Cities, vol. 7 no. 2
Type: Research Article
ISSN: 2056-5607

Keywords

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