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1 – 10 of 842Salah Hassan and Abeer A. Mahrous
Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The…
Abstract
Purpose
Nation branding strategies are gaining priority as an area of research because of increasing market complexities and the rising importance of national competitiveness ranking. The sustainable development of a nation brand, when properly managed, will provide the economic incentive to attract investors, tourists and generate income for local communities. Therefore, this paper aims to focus on delineating the strategic imperatives for sustainable market competitiveness of nation brands.
Design/methodology/approach
The research adopts an eclectic approach in examining a wider range of factors such as sustainability and market competitiveness to develop a synergistic nation brand.
Findings
For nation brands to remain competitive, it is essential to understand the key determinants of market competitiveness. These determinants include sustainable tourism factors such as culture, heritage, environmental and integration of internal and external stakeholder groups from the public and private sectors.
Originality/value
This paper provides a framework for the analysis of sustainable market competitiveness factors of the nation brand. It also provides implications for nation branding and future research agenda.
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Taiwo Temitope Lasisi, Samuel Amponsah Odei and Kayode Kolawole Eluwole
The current study is designed to investigate the factors that foster the framing of destination competitiveness and establish the factors that drive the contribution of tourism…
Abstract
Purpose
The current study is designed to investigate the factors that foster the framing of destination competitiveness and establish the factors that drive the contribution of tourism innovations to economic growth in smart tourism destinations.
Design/methodology/approach
A four-year panel data were extracted from the World Economic Forum's travel and tourism competitiveness index and data were analysed using Poisson Pseudo Maximum Likelihood regression model.
Findings
The findings demonstrate that both the enabling environment and airport infrastructure significantly affect tourism's impact on the economy of the selected smart European tourism destinations. Conversely, human resources and general infrastructure display a negative correlation with tourism's contribution to the economy. However, no data in the sample support the idea that tourism policies, government prioritization or readiness of tourism information and communication technologies impact tourism's contribution to the economy. Additionally, the marginal effects indicate that improving the enabling environment and airport infrastructure can generate additional benefits for the economy through tourism.
Originality/value
The uniqueness of this study is the integration of smart tourism destinations with the measure of destination competitiveness to provide an empirical bridge that links tourism competitiveness to economic growth.
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Sheila Stela Matusse, Xi Xi and Isaque Manteiga Joaquim
The purpose of the present paper was to explore the best practices of destination management in promoting tourist destinations through the Mozambique government website (INATUR…
Abstract
Purpose
The purpose of the present paper was to explore the best practices of destination management in promoting tourist destinations through the Mozambique government website (INATUR) and identify strategies that enhance its visibility and online presence. This was only possible by (1) exploring if people are aware of the government website’s existence; (2) examining the existence of indicators of the engagement behaviors for the web-users (visitors) in their searching process on the government website; (3) exploring if the engagement behavior and website features have influence on the government website visitors’ satisfaction and (4) providing measures to enhance the popularity of the government website at INATUR.
Design/methodology/approach
The study combined a qualitative and quantitative methodological approach from the primary data collected via an online questionnaire survey of 269 random respondents, and the selected data was analyzed and processed using Stata 13 with the descriptive statistic and ANOVA [Analysis of Variance (an econometric model)] technique. The data was collected from secondary sources and from the interview, a strengths, weaknesses, opportunities, and threats (SWOT) analysis was applied with an interpretive approach.
Findings
The government website presents the minimum of relevant information to respond to the users’ needs and expectations. There is little knowledge regarding the existence of the government website for tourism destination marketing. Few respondents were surprised about this website’s existence. The optimistic side of responses came from those peple who used the website and it helped their expectation. The correlation analysis showed a significant positive relationship between the government website features and the visitors’ searching satisfaction; the interview outputs noted that the shortage of staff at INATUR with knowledge of digital marketing engagement plays a role in solving the problem of the visibility and online presence of the website.
Research limitations/implications
One of the apparent limitations of this research was the world pandemic situation (Covid-19), which influenced to make abrupt arrangements in conducting the questionnaire survey and interview compared to the planned schedule. The interview was supposed to be a field research to have direct contact with her respondents and collect nonverbal information through the respondents’ body language, but unfortunately, it was not possible. Improvising was one of the solutions and had to design an online questionnaire survey for national and international tourist respondents and an emailed interview with INATUR director. Because of that, the results showed a very significant gap between African nationals and international respondents in number of 264 and 5, respectively (about in 98,14%) caused by the lockdown and traveling limitation.
Practical implications
The adoption of the contents in “Recommendations for policy and decision-making” can help in synergizing an integrative marketing communication strategy that enables all actors to maximize local economic benefits without spending many financial resources, and support sustainability, different tourist destination suppliers, authorities and local communities’ development. Ensuring effective and efficient communication, and above all, enhancing the provision of reliable information. Reinforce the importance of the practical teaching and learning of digital platforms in tourism schools and universities; offer a thematic tool to serve as an analytical basis in future studies, encouraging continuous scientific research on the subject under study.
Social implications
Raising the awareness of the government website among tourist consumers; promoting Mozambique as a reference destination and its tourist diversity through the use of the government website; capitalizing tourists’ enterprises for communities’ development; improving the competitiveness of destinations through greater exposure of tourism products and services on the government website boosts the economic gains for the development of the tourism sector in the country. Accessibility to the information channel of Mozambican tourist destinations via the government website, and stimulating the desire to visit; improve and enrich the visitor’s experience quality on the government website in the tourist information consultation.
Originality/value
It is the first research in the country about tourism destination marketing using indicators like customers’ behavioral engagement levels based on social interactions such as likes, shares and comments on the government website, as well as its awareness and performance aspects, to analyze if the INATUR government website is being successful on its tourism destination marketer role. The research was also done to bring solutions to the current trends of the Covid-19 pandemic that has affected and disrupted the tourism industry.
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Fauziah Eddyono, Dudung Darusman, Ujang Sumarwan and Fauziah Sunarminto
This study aims to find a dynamic model in an effort to optimize tourism performance in ecotourism destinations. The model structure is built based on competitive performance in…
Abstract
Purpose
This study aims to find a dynamic model in an effort to optimize tourism performance in ecotourism destinations. The model structure is built based on competitive performance in geographic areas and the application of ecotourism elements that are integrated with big data innovation through artificial intelligence technology.
Design/methodology/approach
Data analysis is performed through dynamic system modeling. Simulations are carried out in three models: First, existing simulation models. Second, Scenario 1 is carried out by utilizing a causal loop through innovation of big data-based artificial intelligence technology to ecotourism elements. Third, Scenario 2 is carried out by utilizing a causal loop through big data-based artificial intelligence technology on aspects of ecotourism elements and destination competitiveness.
Findings
This study provides empirical insight into the competitiveness performance of destinations and the performance of implementing ecotourism elements if integrated with big data innovations that will be able to massively demonstrate the growth of sustainable tourism performance.
Research limitations/implications
This study does not use a primary database, but uses secondary data from official sources that can be accessed by the public.
Practical implications
The paper includes implications for the development of intelligent technology based on big data and also requires policy innovation.
Social implications
Sustainable tourism development.
Originality/value
This study finds the expansion of new theory competitiveness of ecotourism destinations.
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