Search results

This chapter examines the role that strategic marketing plans play throughout the process of destination recovery post terrorist attack for the purpose of encouraging the return of tourists. It investigates the impact that strategic marketing plans have as a part of crisis management applying a mixed-method approach which utilises survey data examining future industry leaders to quantify perspectives regarding the relationship between terrorism, tourism and destination marketing. Furthermore, this chapter reviews destination marketing techniques employed by international locations to determine recovery strategies utilising marketing plans. Bali, Paris, Northern Ireland, New York, Sri Lanka, Syria, Tunisia and Turkey were selected as case studies because they have been the focus of significant research studies to date (Asia-Pacific Economic Cooperation (APEC): BBC News, 2019; Ferreira, Graciano, Leal, & Costa, 2019) which have primarily focused on the relationship between terrorism and tourism regarding the collapse of the tourism industry. A survey was issued to gain perspectives regarding the relationship between terrorism, tourism and destination marketing. Second, case study analysis was conducted to examine both successful and unsuccessful destination recovery strategies. Results indicate that destinations that utilised strategic marketing as a part of crisis management frameworks experienced the return of tourists and recovered. This research contributed to the development of an inclusive, universal crisis management framework encompassing strategic marketing plans as a tool for recovery.

The immense returns generated from tourist destinations have caused governments to invest to a greater extent in developing the tourism industry, with the aim of improving its market share. Scholars and policy makers for tourism destinations are not simply focusing on attracting more tourists but also on improving the competitive position of their destinations. For this reason, destination marketing has become a fountain for future growth and sustainability of tourism destinations in an increasingly globalized and competitive tourist market. The need to maintain a steady growth in tourism gains has increased pressure on marketers and promoters of Zimbabwe as a destination as they strive to attract and convince current and prospective tourists to partake in their tourism offerings. However, the efforts of various destination marketers in Zimbabwe have been undercut by the hyperinflation and unemployment of the country, which have destroyed both the supply and demand of tourism in Zimbabwe, as it became increasingly expensive, and where social unrest has grown. From a political perspective, the country witnessed fights and other forms of mayhem, which labeled the tourism destination unsafe for tourists' visits.

This chapter relies on descriptive case studies from various regions around the world to better explain critical elements for the effective marketing of destinations. The authors put forward a theoretical framework, entitled the destination marketing triangle (DMT), that sheds light on the complex relationships and on the interconnectedness of three dimensions of destination marketing. Their model suggests that destination leaders ought to work closely with tourism service providers and to continuously engage with tourists through traditional and digital media. This way, they can improve the experiences of their visitors and prospects. At the same time, they could build a solid brand identity for their destination.

Purpose: This study links SDG goal 9 of industry, innovation strategies and another infrastructural environment to branding relating to destination and interactive marketing. Digital marketing tools with various applications aim to offer hi-tech services to customers in interactive marketing services, namely multiple goods and services, data and innovative techniques in the tourism and travel sector. Exploring the study would add to the existing literature supporting interactive marketing procedures and destination branding. Branding relating to destinations fosters tourists around the globe facilitating economic growth and development and supporting the local economies.

Need for the Study: It is observed from the literature that very few studies have been identified across the globe from various researchers on the interactive marketing and destination branding that ensures brand loyalty and reassesses the intent of the tourists just before the epidemic pandemic in the form of COVID-19. Artificial Intelligence, as part of information technology, offers various interactive marketing services in the form of different social media marketing strategies, attractive websites for tourists and travel providers and image building on destination branding. This study would help fill the marketing gap, which results in branding relating to destination, brand loyalty and reassessing the intent of various tours and travel plans just before the pandemic.

Methodology: The study focused on the literature, demonstrating the stimulus organism methodology and examining the impact of potential marketing strategy, which is interactive focusing on the destination branding, loyalty relating to the brand and also procedures to revert with the intent that would motivate and facilitate the customer’s confidence showering the loyalty relating to the brand in the travel and tourism sector.

Findings and their Practical Implications: The study revealed that the marketing relating to interactive methodologies in the hi-tech digital approaches ought to be carried out to create opportunities for prospective tourists willing to get information about various tourists destinations with the help of various marketing techniques such as different social media applications, easy access of websites for accessing the tourist destinations and relevant information, accessing images pertinent to the tourism destinations with the ease of chat box and providing suitable audios and video sources to the potential customers.

During the 48th AIEST Congress in Marrakech (Morocco) our organisation made an extensive study of destination marketing, its possibilities and its limitations. The many members who attended were unanimous in the opinion that complementary and cooperative marketing need considerable development and stimulation at the destination level. As a result of global competition tourism organisations no longer find it possible to confine their activities to core tasks in market communication and public relations. In the context of positioning and branding policy they must increasingly make use of all the instruments of the marketing mix. Given the expectations of today's customers and the latest developments in the area of information technology it is no longer possible to separate activities in such fields as promotion, information, distribution and sales, if one wishes to remain effective. New concepts and organisational developments are therefore required that will make it possible to carry out destination marketing in a consistent manner. In this context, the marketing of destination‐like products such as leisure parks and resort corporations (consolidates) offers a rare opportunity for benchmarking. At the AIEST Congress we took note of the fact that, in cases where the supply is fragmented, there is no real alternative to vertical cooperation at the destination level. We discussed ways in which to bypass obstacles to cooperation. Government incentives play a major role in this context. Indeed without government support it will be just as difficult in the future as at present to carry out any kind of destination marketing.

Given the increased importance of food in tourists’ travel experience, the purpose of this paper is to explore the current and future potential of local food and foodways in marketing Egyptian destinations online.

The content of 20 Egyptian destination marketing organization (DMO) websites was subject to a content analysis. A checklist was developed based on literature analysis. The frequencies of information related to food culture and cuisine marketing were tallied, followed by a qualitative assessment of contents from the various websites. The results were further discussed with DMO representatives to provide contextualized insights as to the future potential of utilizing local food and food tourism initiatives as a component of DMOs website marketing in Egypt.

The study noted some initial efforts for Egyptian DMO websites to market food culture and gastronomic practices; however, the results suggest that the usage of food culture on Egyptian DMOs websites is still in its infancy. The study also highlights the challenges that need to be tackled as well as the resources required for food tourism development.

This study illustrates the need and potential capacity of Egyptian DMO websites to market food culture and local cuisines (including traditional foods and table manners). These results are expected to help Egyptian DMOs to strategically embrace local cuisine and food culture as a vehicle for destination marketing.

This case study provides insights for African and other developing economies in their destination marketing. The proposed framework and guidelines are intended to potentially serve as a framework for destination marketers and entrepreneurs to optimize the tourism potential of food culture.

This paper aims to explore the influence of social media marketing on tourists’ intention to visit a botanical garden, which is one of the popular nature-based tourism destinations in Indonesia.

This study sent questionnaires to 400 followers of the botanical garden’s Facebook account who responded to the initial calls for participation and declared that they have not visited the garden before. Analyses were conducted on 363 valid responses using the structural equation model.

The findings revealed several key determinants influencing the image of the botanical garden and its future value proposition, particularly in supporting the endeavour to shift from a mere recreational destination to a nature-based tourism destination offering educational experiences.

This paper offers a fresh look into the roles of social media marketing in increasing the intention to visit a tourism destination that is considerably affected by the destination image.

本文探讨了社交媒体营销对游客参观植物园的意图的影响, 植物园是印度尼西亚最受欢迎的自然旅游胜地之一

我们向植物园的Facebook帐户的400位关注者发送了调查表, 他们回应了我们最初的参与邀请, 并宣布他们以前从未访问过该花园。 使用结构方程模型（SEM）对363个有效响应进行了分析。

调查结果揭示了影响植物园形象及其未来价值主张的几个关键因素, 特别是在支持从单纯的娱乐性目的地向提供教育经历的自然旅游目的地转变的努力中。

本文重新审视了社交媒体营销在增加受目的地形象显着影响的旅游目的地的访问意向中的作用。

Me gusta, etiqueta y comparte: reforzar el marketing en redes sociales para mejorar la intención de visitar un destino turístico basado en la naturaleza

Este documento explora la influencia del marketing en las redes sociales en la intención de los turistas de visitar un jardín botánico, que es uno de los destinos turísticos más populares en Indonesia.

Enviamos cuestionarios a 400 seguidores de la cuenta de Facebook del jardín botánico que respondieron a nuestras llamadas iniciales de participación y declararon que no habían visitado el jardín antes. Los análisis se realizaron en 363 respuestas válidas utilizando el Modelo de Ecuación Estructural (MEE).

Los hallazgos revelaron varios determinantes clave que influyen en la imagen del jardín botánico y su propuesta de valor futura, particularmente en el apoyo al esfuerzo de cambiar de un mero destino recreativo a un destino turístico basado en la naturaleza que ofrece experiencias educativas.

Este documento ofrece una nueva mirada a las funciones del marketing en redes sociales para aumentar la intención de visitar un destino turístico que se ve considerablemente afectado por la imagen del destino.

The experience economy is characterized by the consumers’ search for emotions and memorable experiences through consumption. While the experience economy has a fundamental effect on tourists’ decision-making and their consumer behavior, only a limited number of past studies have examined the relations between the experience economy and destination marketing campaigns. To extend the scope of the existing knowledge, this paper aims to explore the use of experience marketing in destination marketing campaigns.

The study conducts a qualitative case study analysis of six national tourism marketing campaigns, i.e. it examines the use of experience marketing in tourism campaigns and the use of the strategic experiential module as an analysis framework for destination marketing campaigns.

The findings reveal an influence of experience marketing on the examined marketing campaigns as destinations highlight the motifs of memorable experiences, engaging people’s senses and creating meaning. In accordance with the strategic experiential module, the campaigns analyzed shift the marketing focal point from the characteristics of the destination to the tourists’ experiences of sensing, feeling, thinking, acting and relating.

The conclusions of the study contribute both to scholars and practitioners, extending the present knowledge of the link between experience marketing and tourism marketing, illustrating the effect of experience marketing on destination marketing and shedding new light on the role of the experience economy and experience marketing in tourism marketing campaigns.

The fast changes of the tourism markets make it necessary to adapt destination management organisations, their functions and financing. The paper tries to develop a model for an optimal, efficient destination management system, especially to cope with the problem of limiting the necessary government influence and transfer as many decisions as possible to the individual private entrepreneurs. In this model the two tasks of destination management organisations — product development and marketing — are separated and are financed by two different taxes or levies, which are necessary for the function of producing public goods on the one side and internalizing external effects on the other side. The distribution of the levy payments to the different purposes is left to a large extent to the free choice of the individual levy‐payer, the entreprises profiting from tourism. This will induce a competition process between different destination management organisations to find the most efficient system.

The smart destination can be defined as a destination that deploys information communications technologies (ICTs) and other technological tools for interactive/participative engagement with prospective visitors. The rationale is to enhance the residents' quality of life as well as the tourists' experiences of the destinations they visit. This chapter discusses about digitization strategies and on marketing superstructures affecting destinations. It advances a conceptual framework through the development of an Attracting, Stay, and Return (ASR) Model that is suitable for smart destinations. It relies on descriptive case studies to conceptualize smart tourism destinations. This contribution reiterates the importance of having a well-designed website that presents appropriate content to entice the prospective travelers' curiosity about destinations. It offers valuable insights and advances new knowledge on smart marketing approaches that are intended to increase the destination management organizations' outreach with tourists at each stage of the ASR Model.