Search results

This paper aims to provide an assessment of tourism promotion in tourist destinations and airports (TPTDs) and to organize and classify the literature on tourism promotion, with the aim of staging the importance of this topic and encouraging future research in the projection of tourism and marketing sectors.

The paper uses the Social Sciences Citation Index (SSCI) database to analyze the bibliometric in TPTDs topic from 2000 to 2021. Additionally, the paper also uses the visualization of similarities (VOS) viewer software to map graphically the bibliographic material. The graphical analysis uses bibliographic coupling, co-citation, citation and co-occurrence of keywords.

This study provides an amended new definition of tourism promotion, which is the efficient management of a destination’s resources and strategic plans by destination marketing organizations (DMOs) to adapt the tourism supply to market trends and will empower tourists to visit such destinations. Furthermore, results also show a new paradigm applied to TPTDs topic and classified in five first-order research streams. Digital and mobile marketing, infrastructure, branding, quality, accessibility and information factors about a specific destination which are mostly demanded by tourists are considered as an important means of promotion for the tourism industry.

The contribution of this study is important to identify new challenges and opportunities for researchers, DMOs, airport and airlines operators and stakeholders, as disentangling existing contradictions and applying new theoretical framework to make better future decisions by researchers and organizations to provide higher quality to new research in the context of the TPTDs.

The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.

This research uses two experiment-based studies, applying a between-group experimental design.

The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.

This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.

Mutual benefits can be obtained by both tourism destination marketers and premium marketers.

This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

旅游目的地促销中的有品牌赠品效应

此研究的目的是检测旅游目的地促销中有品牌的赠品（如：一只免费的新秀丽行李箱）的效应。具体来说, 此研究检测了有品牌的赠品的品牌名称和赠品价格在旅游目的地促销中的作用。

此研究是通过两个以组间实验为基础的实验实现的。

当使用有品牌的赠品时, 此研究发现消费者对此促销的评价是与他们想要去被促销目的地旅游的意图正相关的。当使用有品牌的赠品时, 消费者只对该赠品的品牌名称有正面反应, 而不是该赠品的价格。此正面反应包括对被促销的目的地和促销赠品。

此研究增加了我们对旅游目的地促销和品牌营销方面的学术知识, 尤其是在有品牌的赠品促销方面。

使用有品牌的赠品促销会实现旅游目的地和赠品品牌市场营销共赢的局面。

此研究强调了有品牌的赠品在旅游目的地营销中的重要性。而且展现了有品牌的赠品的品牌名称在此类促销中的重要性。

旅游目的地促销, 赠品促销, 有品牌的赠品, 价格, 口碑

研究论文

La influencia de la marca en la promoción de los destinos turísticos

El objetivo de esta investigación es probar la influencia de las promociones con marca u obsequios de marca conocida (por ejemplo, una maleta gratuita de una marca reconocida) en la promoción de los destinos turísticos. Específicamente, se examinó el impacto de mostrar la marca del regalo y su valor económico en la promoción de un destino turístico.

Esta investigación realiza dos estudios basados en experimentos aplicando un diseño experimental entre grupos.

Cuando una oferta promocional del destino contiene un regalo con marca los consumidores responden más favorablemente a la marca del regalo que a su valor económico.

Esta investigación contribuye al conocimiento sobre la promoción de los destinos turísticos y a la literatura sobre gestión de la marca, específicamente en lo que se refiere a la promoción de ventas y a los regalos con marca.

tanto los especialistas en marketing de destinos turísticos como los expertos en promoción de ventas pueden obtener beneficios mutuos.

Esta investigación destaca la importancia de la marca en los regalos y la influencia de su valor monetario en las ofertas promocionales de los destinos turísticos.

Promoción del destino turístico, Promoción de ventas, Regalo con marca, Valor económico, Boca a boca

Trabajo de investigación

Tourism industry has extensively embraced technologies to enhance operational competencies, service quality over and above customer satisfaction. This chapter presents Information Technologies as an innovative approach to promote tourism destination from Destination Management Organization’s (DMO’s) perspective. Precisely, attention has been given on how destination managers are applying different types of technological tools to promote their tourism business. In recent times, DMOs are implementing several promotional tools with the use of technology like embracing the mobile technology, Social Media, online ads, and building effective marketing strategies innovatively to compete with the cut-throat competition in travel trade. It also tried to provide an insight understanding of the changes in destination manager’s promotional strategies with the advancement of technologies. Based on primary research with destination managers and using the literature review, a collection of technology-based tools used by DMOs for the promotion of tourism at the destination level was identified and their individual impacts were measured to identify the effects on the profit generation. To accomplish the mentioned objectives, an explorative study based on basic demographic analysis along with Pearson correlation and Simple Linear Regression was conducted to examine the individual impacts of the different promotional tools used by DMOs.

This study was designed to examine the dimensions of tourist image as it may affect the promotion strategy for a given tourist destination. Identification of the different constituents of a destination's tourist image may provide important information that can be used in developing focused promotional strategies in well segmented markets to promote a tourist destination. Constituents of a destination's tourist image for the state of Utah were identified using factor analysis based upon a priori assumptions about the nature of constituents of a state's tourist image. Four major constituents of a destination's/state's tourist image emerged. Each dimension represents a potential source of focus for regionally promoting a given destination to various target segments.

As the consumer-centric approach is evolving in the 21st century, especially in the post-COVID-19 era, people seek unique experiences. Adopting co-creation in promoting a destination implies involving tourists, stakeholders and organisers in creating value for a product or service. The innovative strategy of co-creating experiences encourages tourists' engagement, leading to destination promotion. Some notable examples of co-creation in tourism are gastronomic tours, virtual tours and travel guides. This chapter aims at the significance of co-creating experiences at events that lead to destination promotion. Co-creation of experiences at events brings the spotlight from the stage to the audience and is considered the future of the experience economy. The study presents a case study of Jal Mahotsav in Madhya Pradesh, India. The study highlights the multi-stakeholder approach adopted by the authorities to co-create the event experience.

This paper aims to generate knowledge of the impact of different virtual reality (VR) set-ups in tourism promotion regarding destination image, place attachment and behavioural intention.

The paper presents a comparative study of the impact of different visualisation technologies (video, immersive VR and multisensory immersive VR) to promote tourism destinations. The study’s dependent variables are destination image, place attachment and behaviour intention.

Results show that VR content impacts these variables. Multisensory immersive VR is the preferred content type for destination promotion. It is also evidenced that female participants scored each variable higher than male participants. Males reported higher scores on the video set-up for destination image and place attachment. Behavioural intention reported higher values in the video when compared to immersive VR in both sexes.

This paper concludes that there is a preference towards multisensory set-ups, which suggests that incorporating audiovisual and sensory elements can significantly enhance the effectiveness of VR experiences in attracting and engaging potential tourists.

The paper contributes to the scarce body of knowledge regarding the impact of different VR factors on tourism promotion, including the multisensory VR component.

本文旨在探讨不同虚拟现实（VR）设备在旅游推广中对目的地形象、地方依恋和行为意图的影响, 并增加对此方面的认识。

本文对不同可视化技术（视频、沉浸式VR和多感官沉浸式VR）在旅游目的地推广中的影响进行了比较研究。研究的依赖变量包括目的地形象、地方依恋和行为意图。

研究结果表明, VR内容对这些变量有影响。多感官沉浸式VR是目的地推广的首选内容类型。研究还证明, 女性参与者在每个变量上的评分高于男性参与者。男性在视频设备上对目的地形象和地方依恋评分较高。无论是在男性还是女性中, 视频在行为意图方面的得分都高于沉浸式VR。

我们得出结论, 人们更偏好多感官设备, 这表明将视听和感官元素纳入虚拟现实体验可以显著提高吸引和吸引潜在游客的效果。

本文对不同虚拟现实因素对旅游推广的影响, 包括多感官VR组成部分, 做出了有益的贡献。

The aim of this research is to investigate how virtual reality, with emphasis on pervasive environments, might affect tourism choice of a destination, in order to exploit it as a marketing tool to promote tourism destination in a global perspective. In particular, the paper analyzes the case of Calabrian territory (Southern Italy), due to the high archaeological value, heritage of the ancient Magna Graecia culture (VIII cent. B.D.‐I cent. A.D.). Despite this heritage, Calabria has been not fully exploited its resources in a tourism perspective.

The research methodology is based on a qualitative approach, focused on a questionnaire promoted along with tourists. In particular, the authors asked them to explore the pervasive environments which reproduce some Calabrian scenarios, and answer some specific questions related to the experience. The interviews have been processed with the MaxQDA software for the content analysis.

Two aspects of the results emerge from a theoretical standpoint: the role of pervasive environments for improving tourism contents communication; and the influence of pervasive environments on the tourists' destination choice. Furthermore, the use of pervasive environments is efficient especially for the territories with a high archaeological value.

The increasing competition among territories forces the tourism industry to develop new strategies for enhancing competitive advantages. This paper studies how pervasive environments might have an impact on the promotion of tourism destinations, which have not been yet fully appraised by the current literature.

Culture is an important motivation force to people within the context of tourism. It provides new opportunities for destinations to promote cultural elements and attract more travellers. This study aims to investigate how the cultural heritage of Cyprus is promoted online and to identify whether the needs of travellers who focus on experiential aspects and prioritise culture can be fulfilled.

The research aim is fulfilled through a critical discourse analysis of selected WebPages concerning representation of the culture of Cyprus within the tourism context.

Eighteen websites were included, and the results suggest that Cyprus has Web exposure specifically promoting its cultural heritage. However, the websites have been established with different tourism scopes, with culture comprising just one part of the content. Thus, the development of specialised websites is dedicated exclusively to culture and tourism, and it seems appropriate to attract travellers interested in more educational activities with cultural and historical value. This approach would bring many benefits because this cohort of travellers is in an upper-scale tourist market.

This study is original in nature because it brings together the case of Cyprus, an island destination highly depended on tourism in relation to cultural tourism Web discourse. The promotion of cultural parameters will provide more opportunities for the island and escape from the 3S’s (sea, sun and sand) image to be positioned as a culturally sustainable destination.

This research finds out to what extent companies’ names are influenced by the place’s attributes versus the official branding policies of a place and, consequently, whether and how local companies “buy into” the place’s strategies put forth by official bodies.

This paper is both conceptual and empirical, as a mixed quantitative and interpretive approach is used. The companies’ names of a tourist industry (the tour and guiding companies) in three destinations are compared and pitched against the branding of these cities. The companies' names are classified into categories to ascertain whether they reflect (or diverge from) the official strategies. Finally, a conceptual model is developed to explain the findings: the strategic naming model (SNM).

Our main finding is that the overall business features of a place being stronger determinants to the naming strategies than tourist destination branding initiatives. The intrinsic features of a place seem thus to be “above” destination branding policies. The researched features account for different naming strategies, such as highly original names, flat names or non-strategic names.

As the work is based on a convenience sample, it cannot claim strong representativity. The fact that each of the three data sets was processed by a different researcher might bring up personal biases.

This work is a call for a more intensive use of naming strategies to the companies’ advantages, as naming is found out to be strategy used to a very low degree. Thanks to this research, companies will understand the different naming possibilities and be able to apply them to their strategies by choosing names which express “uniqueness” or “belonging”. Practitioners will also be aware of whether they are communicating towards the industry or towards the market.

No works were found that empirically pursue our research goals. Therefore, this research might be considered as a novelty. The proposed SNM model explains and relates the most usual company naming techniques, which were unrelated up to date.

Tourism is a highly informative industry, thus the developments in technology and customer behavior that influence the level and availability of travel information are essential to understand (Indian Institute of Tourism & Travel Management, 2017). “Both on the demand side and on the supply side of tourism, blogging plays a major role, enabling tourists to communicate, track and respond on their opinions and service assessments directly with the visitors through multiple Internet platforms” (Kiráľová & Pavlíčeka, 2015). Through use of Internet as well as other information and communications technologies has paved the way for modern in the tourism industry. The significance of Blogs in the tourism market is huge. Ever more investigators are exploring the impact of blogging on tourism. The Blogging is going to be a major means of contact distributed throughout the country such as wildfires. The tourism industry has benefited most from the Internet, making blogging a crucial component of the marketing and preparation of the tourism industry (Sahoo & Mukunda, 2017). This section explores travel blogs as an expression of travel experience. Traveler views on prominent travel blog pages have been evaluated to obtain a sense of the experience expressed at the destination. Advancements technologies and a growing number of travel blogs make it easier for travel blog monitors to evaluate their service quality as a cost-effective method, and enhance the experience of the traveler (Pan, MacLaurin, & Crotts, 2007).