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1 – 10 of over 34000Gordon E. Greenley and Alan S. Matcham
Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the…
Abstract
Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the nature of services; second, examines the survey results; third, discusses the consequences of these results relative to the marketing problems; section four summarises the content herein. Sums up that the focus has been on problems involved in the marketing of services and on problems associated with the marketing of incoming tourism. States survey results were reported also the relationship of these results with the problem of marketing incoming tourism.
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County strategic tourism marketing plans have appeared as a relatively new instrument in the conceptualisation of the development of tourism destinations in Croatia. This paper…
Abstract
County strategic tourism marketing plans have appeared as a relatively new instrument in the conceptualisation of the development of tourism destinations in Croatia. This paper illustrate methodology issues and problems that emerged from drawing up the plans (internal and external). The methodology elaborated upon is based on several basic footholds: multidisciplinary approach, stateāofātheāart in destination marketing, applicability, simplicity and straightforwardness, bottomāup approach and unique methodological framework (taking specifics into account). The current experiences of the Institute for Tourism (Zagreb) point out the importance of the continuous monitoring of the SMPs implementation in practice and further methodology improvements.
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Sofía Blanco-Moreno, Ana M. González-Fernández and Pablo Antonio Muñoz-Gallego
The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas…
Abstract
Purpose
The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas have developed over a 27-year time period from 1996 to 2022. This study analyzed 1,152 studies to identify the principal thematic areas and emergent topics, principal theories used, predominant forms of analysis and the most productive authors in terms of research.
Design/methodology/approach
The articles for this research were all selected from the Web of Science database. A systematic and quantitative literature review was performed. This study used SciMAT software to extract indicators. Specifically, this study analyzed productivity and produced a science map.
Findings
The findings suggest that interest in this area has increased gradually. The outputs also reveal the innovative effort of industry in new technologies for developing models for tourism marketing. Ten research areas were identified: ādestination marketing,ā āmobility patterns,ā āco-creation,ā āgastronomy,ā āsustainability,ā ātourist behavior,ā āmarket segmentation,ā āartificial neural networks,ā āpricingā and ātourist satisfaction.ā
Originality/value
This work is unique in proposing an agenda for future research into tourism marketing research with new technologies such as BD and artificial intelligence techniques. In addition, the results presented here fill the current gap in the research since while there have been literature reviews covering tourism with BD or marketing, these areas have not been studied as a whole.
Propósito
El objetivo de esta investigaciĆ³n fue descubrir nichos representativos de Ć”reas emergentes y examinar el Ć”rea de Marketing, Turismo y Big Data, evaluando cĆ³mo han evolucionado estas Ć”reas temĆ”ticas durante un perĆodo de 27 aƱos desde 1996ā2022. Analizamos 1.152 investigaciones para identificar las principales Ć”reas temĆ”ticas y temas emergentes, las principales teorĆas utilizadas, las formas de anĆ”lisis predominantes y los autores mĆ”s productivos en tĆ©rminos de investigaciĆ³n.
Metodología
Todos los artĆculos para esta investigaciĆ³n fueron seleccionados de la base de datos Web of Science. Realizamos una revisiĆ³n sistemĆ”tica y cuantitativa de la literatura. Utilizamos el software SciMAT para extraer indicadores. EspecĆficamente, analizamos la productividad y elaboramos un mapeo cientĆfico.
Hallazgos
Los hallazgos sugieren que el interĆ©s en esta Ć”rea ha aumentado gradualmente. Los resultados tambiĆ©n revelan el esfuerzo innovador de la industria en nuevas tecnologĆas para desarrollar modelos de marketing turĆstico. Se identificaron diez Ć”reas de investigaciĆ³n (āmarketing de destinosā, āpatrones de movilidadā, āco-creaciĆ³nā, āgastronomĆaā, āsostenibilidadā, ācomportamiento turĆsticoā, āsegmentaciĆ³n de mercadoā, āredes neuronales artificialesā, āpreciosā, y āsatisfacciĆ³n del turistaā).
Valor
Este trabajo es Ćŗnico al proponer una agenda para futuras investigaciones en investigaciĆ³n de Marketing TurĆstico con nuevas tecnologĆas como Big Data y tĆ©cnicas de Inteligencia Artificial. AdemĆ”s, los resultados presentados aquĆ llenan el vacĆo actual en la investigaciĆ³n ya que si bien se han realizado revisiones de literatura que cubren Turismo con Big Data o Marketing, estas Ć”reas no se han estudiado como un conjunto.
目的
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方法
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研究结果
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原创性
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Keywords
- Big data
- Tourism marketing
- Literature review
- SciMAT
- Science mapping analysis
- Future research agenda
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- ę ęøøč„é
- ęē®ē»¼čæ°
- SciMAT
- ē§å¦ę å°åę
- ęŖę„ē ē©¶č®®ēØ
- Palabras Big data
- Marketing turĆstico
- RevisiĆ³n de la literatura
- SciMAT
- AnĆ”lisis de mapeo cientĆfico
- Agenda de investigaciĆ³n futura
Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism…
Abstract
Purpose
Experiential marketing is arguably marketing's most contemporary orientation, but as with many marketing innovations it has been largely overlooked by those involved in tourism and hospitality marketing and promotion. Whilst in many industries companies have moved away from traditional features and benefits approaches, to putting experiential marketing centreāstage, marketing in the tourism and hospitality sectors does not appear to have explicitly engaged the theoretical issues involved. This raises the question what, if anything, does experiential marketing have to offer marketers in the disciplines of tourism and hospitality? In this paper, I will seek to introduce the experiential marketing debate and demonstrate how the questions raised by the concept are critical to an understanding of marketing theory and research within the tourism and hospitality sectors.
Design/methodology/approach
Following the authors previous publications which sought to investigate alternative paradigms for studying hospitality consumers, this research attempts to consider the practical applications of one such model.
Findings
The tourism and hospitality sectors cannot be seen to be immune to fundamental changes in the orientation of marketing. Innovative experience design will become an increasingly important component of tourism and hospitality firms core capabilities. Those who go beyond service excellence, and market experientially will lead the creation of value in the sector.
Originality/value
Provides a framework as to how organisations might usefully implement an experiential marketing strategy.
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The purpose of this paper is to suggest a shift in the tourism marketing paradigm away from economic profit priorities toward sustainability. The sustainability approach adopts a…
Abstract
Purpose
The purpose of this paper is to suggest a shift in the tourism marketing paradigm away from economic profit priorities toward sustainability. The sustainability approach adopts a holistic, integrated view of marketing, considering social equity, environmental protection, and economic livability. The paper seeks to examine the evolving model for the tourism marketing environment.
Design/methodology/approach
The paradigm shift naturally occurs by tracing the evolution of marketing approaches from production, sales, and a consumer orientation toward marketing alternatives such as societal, causal, green, responsible, and relationship marketing. Adapting a living system theory to tourism marketing, a sustainable tourism marketing model integrates tourism into a larger holistic context and focuses on marketing a quality of life for all stakeholders in the system.
Findings
While alternative approaches to tourism marketing include societal consideration such as tourism impacts and environmental segmentation strategies, this paper considers the triple bottom line as more sustainable objectives in tourism marketing and adopts an integrated view on tourism marketing.
Research limitations/implications
The model suggests a paradigm shift that needs to be explored further.
Practical implications
The paper illustrates how tourism marketing can be integrated into more sustainable urban marketing strategies.
Originality/value
Instead of viewing tourism as a separate for profit industry, the model suggests an integration of tourism into a holistic, sustainable, quality of life marketing approach of living communities.
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Ewelina Telej and Jordan Robert Gamble
The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination.
Abstract
Purpose
The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination.
Design/methodology/approach
The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Ten in-depth, semi-structured interviews were conducted with yoga practitioners from various backgrounds and yoga levels who have travelled to India for yoga tourism purposes.
Findings
The findings determined that interpretation of yoga tourism is crucial in the choice of marketing approach adopted by destinations offering yoga retreats because, as the study has shown, various perceptions of yoga constitute the basis for particular promotional strategies.
Research limitations/implications
Future research could expand on the sample size and demographics of the current study by investigating, possibly through comparative means, larger groups of more diversified yoga practitioners from different countries or backgrounds.
Practical implications
It was recommended that Indiaās tourism marketers re-design their approach concerning an āauthenticā yoga experience. Indian destination marketing organisations should target those searching for an authentic yoga experience and use imagery that is realistic.
Originality/value
The findings of this study have led to the re-positioning of yoga tourism in India, utilising a unique combinative approach in which a more inclusive concept of wellness is juxtaposed against a lack of any religious referencing. It was also revealed that the motivations of yoga tourists are only partially targeted through an undifferentiated strategic marketing approach.
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The importance of tourism in Spain has not been accompanied by variety of marketing studies and research. In this paper the two great factors contributing to the slow development…
Abstract
The importance of tourism in Spain has not been accompanied by variety of marketing studies and research. In this paper the two great factors contributing to the slow development of tourism marketing in Spain are identified. On the one hand the youth of the discipline at international level and especially at national level. Secondly, the evolution of the market itself and the passive orientation of marketing. Next the contributions emanating from Spanish tourism marketing circles are reviewed and analysed in terms of their connection with lines of research emanating from the international literature. Finally, future research perspectives for tourism marketing are indicated.
Hsien-Cheng Lin, Xiao Han, Tu Lyu, Wen-Hsien Ho, Yunbao Xu, Tien-Chih Hsieh, Lihua Zhu and Liang Zhang
Research in tourism and hospitality industry marketing has identified many highly effective applications of social media. However, studies in the existing literature do not enable…
Abstract
Purpose
Research in tourism and hospitality industry marketing has identified many highly effective applications of social media. However, studies in the existing literature do not enable a comprehensive understanding of this phenomenon because they lack a theoretical foundation. Therefore, this study systematically reviewed the literature from the perspective of the task-technology fit (TTF) theory. The purpose of this paper is to map out what is known about social media use in tourism and hospitality marketing and what areas need further exploration.
Design/methodology/approach
A descriptive cumulative review of the literature obtained 99 articles published in tourism and hospitality journals from 2010 to 2019.
Findings
The analysis suggests that to understand social media use in tourism marketing, researchers and practitioners in the industry must clarify the following four issues: the control variables, longitudinal analyzes and TTF concepts that should be used in future studies; the fitness of social media platforms for tourism marketing; how various social media platforms differ in terms of performance outcome; and the digital divide in the use of social media for tourism.
Originality/value
An integrated framework was developed to identify constructs and to understand their relationships. Recent studies in this domain are discussed; theoretical and practical suggestions and implications for future research are given.
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Rodoula Tsiotsou and Vanessa Ratten
The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.
Abstract
Purpose
The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.
Design/methodology/approach
The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.
Findings
The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, eāmarketing and strategic marketing.
Practical implications
The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.
Social implications
Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.
Originality/value
This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.
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Santus Kumar Deb, Shohel Md. Nafi and Marco Valeri
This paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation…
Abstract
Purpose
This paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism for sustainable business in a new normal era.
Design/methodology/approach
This paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.
Findings
Among the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.
Research limitations/implications
The study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.
Originality/value
The study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.
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