Search results

1 – 10 of over 33000
Book part
Publication date: 28 December 2016

Crystal C. Lewis and Cristina H. Jönsson

It is observed that many destinations are implementing sport tourism offerings to enhance their ability to attract visitors through satisfying their desires of new…

Abstract

Purpose

It is observed that many destinations are implementing sport tourism offerings to enhance their ability to attract visitors through satisfying their desires of new experiences. This has led to a highly competitive sport tourism market and as a result destinations engage in various marketing techniques and promotional tools to gain an advantage. For that reason this research was undertaken to acquire a greater understanding of the importance of promotional tools to successfully and efficiently market sport tourism experiences.

Methodology/approach

The construct of this study comprises of two stages. The aim of the first stage is to evaluate the specific tools used to promote sport tourism and sport tourism experiences in Barbados by examining the responses of various sporting and tourism bodies. The second stage of this research was conducted to present and analyze how marketing/promotional tools could contribute to better market sport tourism experiences.

Findings

The research found that many of the promotional tools implemented in Barbados during their marketing process correspond with those used internationally. However, problems of poor and insufficient sporting facilities as well as little collaboration between tourism and sporting entities, hamper the success of Barbados as a sport tourism destination. This further minimized Barbados’ ability to market favorable tourism experiences. This therefore shows that while promotional tools are essential in attracting tourists, other elements must also be taken into consideration to ensure sport tourists have positive experiences which would lead to a successful sport tourism destination.

Originality/value

Few studies in this area have been undertaken in the Caribbean. This study attempts to fill this gap by examining the implementation of sport tourism offerings to attract visitors to Barbados.

Details

The Handbook of Managing and Marketing Tourism Experiences
Type: Book
ISBN: 978-1-78635-289-7

Keywords

Article
Publication date: 1 February 1999

Sanda Weber

County strategic tourism marketing plans have appeared as a relatively new instrument in the conceptualisation of the development of tourism destinations in Croatia. This…

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, state‐of‐the‐art in destination marketing, applicability, simplicity and straightforwardness, bottom‐up 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.

Details

The Tourist Review, vol. 54 no. 2
Type: Research Article
ISSN: 0251-3102

Keywords

Article
Publication date: 1 June 1983

Gordon 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…

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.

Details

European Journal of Marketing, vol. 17 no. 6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 27 September 2022

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.

Details

European Journal of Innovation Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1460-1060

Keywords

Book part
Publication date: 9 August 2022

Hediye Gamze Türkmen and Yasemin Akman

Marketing agility has gained more attention from scholars and managers due to the current and emerging conditions of the COVID-19 pandemic. The pandemic has changed the…

Abstract

Marketing agility has gained more attention from scholars and managers due to the current and emerging conditions of the COVID-19 pandemic. The pandemic has changed the marketing landscape, resulting in a dramatic shift in consumer behavior in the worldwide lockdowns. Consumers sought an efficient response and reaction in real-time to their changing needs, concerns, and priorities. The shift in consumer behavior and demand forced service enterprises to develop dynamic marketing plans to adjust to the new normal that created unprecedented disruptions in their traditional business. As one of the most dynamic sectors of service marketing, tourism was challenged by the pandemic-related restrictions and contemporary competitive circumstances and faced the destructive, yet transformative impacts of the outbreak. The tourism enterprises all over world were compelled to implement innovations to adjust to the new customer preferences and needs for a sustainable change to develop dynamic marketing solutions. This chapter aims to review and analyze how the tourism enterprises gravitated to a new approach and implemented an agile marketing strategy focusing on the emerging customer priorities, based on analysis of the hotel websites. A functioning group of 4 and 5-star hotels located in Bodrum, Turkey, was selected and their website updates from the beginning of the COVID-19 pandemic to the proliferation of the vaccines were examined considering the official data on inbound, domestic and outbound tourism. The findings provided an insight into the concept of agile in tourism marketing applied to a function characterized by the radically changing conditions that bring in new threats and opportunities.

Details

Agile Management and VUCA-RR: Opportunities and Threats in Industry 4.0 towards Society 5.0
Type: Book
ISBN: 978-1-80262-326-0

Keywords

Book part
Publication date: 4 September 2003

Arch G. Woodside and Marcia Y. Sakai

A meta-evaluation is an assessment of evaluation practices. Meta-evaluations include assessments of validity and usefulness of two or more studies that focus on the same…

Abstract

A meta-evaluation is an assessment of evaluation practices. Meta-evaluations include assessments of validity and usefulness of two or more studies that focus on the same issues. Every performance audit is grounded explicitly or implicitly in one or more theories of program evaluation. A deep understanding of alternative theories of program evaluation is helpful to gain clarity about sound auditing practices. We present a review of several theories of program evaluation.

This study includes a meta-evaluation of seven government audits on the efficiency and effectiveness of tourism departments and programs. The seven tourism-marketing performance audits are program evaluations for: Missouri, North Carolina, Tennessee, Minnesota, Australia, and two for Hawaii. The majority of these audits are negative performance assessments. Similarly, although these audits are more useful than none at all, the central conclusion of the meta-evaluation is that most of these audit reports are inadequate assessments. These audits are too limited in the issues examined; not sufficiently grounded in relevant evaluation theory and practice; and fail to include recommendations, that if implemented, would result in substantial increases in performance.

Details

Evaluating Marketing Actions and Outcomes
Type: Book
ISBN: 978-0-76231-046-3

Book part
Publication date: 28 December 2016

Kyung-Hyan Yoo and Ulrike Gretzel

To analyze and discuss the role of ICTs and the emerging trends and issues in marketing tourism experiences.

Abstract

Purpose

To analyze and discuss the role of ICTs and the emerging trends and issues in marketing tourism experiences.

Methodology/approach

Previous conceptual frameworks are reviewed and key issues and trends are identified as central for ICT-based tourism marketing. Case studies are presented to illustrate how the marketing issues could be translated into practical tourism marketing strategies.

Findings

(1) Based on the literature, a conceptual model that outlines a technology-empowered marketing approach for co-created tourism experiences is presented. (2) The identified key trends in marketing tourism experiences include the changing overall role of marketers, a growth in mobile marketing opportunities, the emergence of smart destinations and their varied implications for marketing. (3) The case studies show the integrated and strategic role of social media platforms, hashtags, photography, location-based geofilters, augmented reality and videography in marketing tourism experiences.

Originality/value

This chapter conceptually outlines the technology-empowered tourism marketing approach and the role of marketers and various other players in tourism experience co-creation. The case studies provide practical implications for ICT-based tourism marketing.

Details

The Handbook of Managing and Marketing Tourism Experiences
Type: Book
ISBN: 978-1-78635-289-7

Keywords

Book part
Publication date: 25 July 2008

Arch G. Woodside and Marcia Y. Sakai

The present chapter includes a case study that describes and analyzes three performance audit reports over a three decade period for one U.S. state government's…

Abstract

The present chapter includes a case study that describes and analyzes three performance audit reports over a three decade period for one U.S. state government's destination management organization's (DMO) actions and outcomes. This report extends prior studies (Woodside & Sakai, 2001, 2003) that support two conclusions: (1) the available independent performance audits of DMOs’ actions and outcomes indicate that frequently DMOs perform poorly and fail to meaningfully assess the impacts of their own actions and (2) the audits themselves are shallow and often fail to provide information on DMOs’ actions and outcomes relating to these organizations largest marketing expenditures. The chapter calls for embracing a strategy shift in designing program evaluations by both government departments responsible for managing destinations’ tourism marketing programs and all government auditing agencies in conducting future management performance audits. The chapter offers a “tourism performance audit template” as a tool for both strategic planning by destination management organizations and for evaluating DMOs’ planning and implementing strategies. The chapter includes an appendix – a training exercise in using the audit template and invites the reader to download a tourism performance audit report of a destination marketing organization and to apply the template after reading the report.

Details

Advances in Culture, Tourism and Hospitality Research
Type: Book
ISBN: 978-1-84950-522-2

Book part
Publication date: 29 November 2018

Danielle Eiseman

At the core of understanding the practice of marketing sustainable tourism lies an appreciation not only of the evolution of the concept of sustainability, but also of the…

Abstract

At the core of understanding the practice of marketing sustainable tourism lies an appreciation not only of the evolution of the concept of sustainability, but also of the co-productive process between consumer and producer. This chapter establishes a conceptual overview on sustainable tourism and its alternative terms (ecotourism, responsible tourism, soft tourism, ethical tourism). Its origins stem from the pivotal works of the Brundtland Report. The author considers the complex structures that interact with the tourism industry, such as the social, environmental and economic impacts of tourism in vulnerable or sensitive climates. For example, in Central Thailand, cities such as Bangkok have experienced rapid urbanisation as well as burgeoning tourism. This has resulted in high levels of air pollution from traffic congestion and manufacturing, while escalation in the tourism industry places burdens on waste management systems. Further strains on waste management in both the Eastern and Southern regions, particularly along the coastlines, which suffer from high levels of coastal litter, are attributed to the rising tourism industry – a process other popular destinations have undergone, such as Costa Rica. Examination of cases such as Thailand will elicit further discussion of public awareness of the impacts of the tourism industry in vulnerable climates. Lastly, the chapter will look at cases of demotion or de-marketing of tourism in certain regions in order to limit the number of visitors, such as that of the Blue Mountains National Park in Australia. In addition to the case studies reviewed in this chapter, there is a practice exercise in developing an environmental performance index, based on existing data on country-specific environmental performance.

Book part
Publication date: 11 July 2018

Hongfei Bao

This chapter’s aim is to present the key elements of marketing of tourism services and experiences by taking the perspective of a new tourism entrepreneur. The chapter’s…

Abstract

Purpose

This chapter’s aim is to present the key elements of marketing of tourism services and experiences by taking the perspective of a new tourism entrepreneur. The chapter’s focus is on better understanding and efficient implementation of marketing principles.

Methodology/approach

This chapter was built on literature review of marketing of tourism services at business level. A practical approach has been adopted and implemented in illustrating the variables of marketing mix.

Findings

This chapter highlights the fact that in order to be successful in the field of marketing, tourism entrepreneurs should consider and implement all elements of marketing mix as an integral and comprehensive set; all marketing variables are interlinked and interrelated.

Research limitations

This chapter is explorative in nature, based on a literature review. It takes more entrepreneurial/practical than academic approach.

Managerial/practical implications

A marketing plan for tourism services/experiences constitutes a chain of strong bonds that guide the tourism business forward in making the chain stronger and more efficient. When an entrepreneur/manager is considering adding a new feature or changing existing elements, he/she has to consider the whole picture of the actions and the resulting outputs.

Originality/value

This chapter discusses an extended marketing model; the model of 10 Ps – Product, Place, Pricing, Promotion, Partners, Presentation, People, Process, Physical evidence and Passion under two stages, before and during the experience consumption/encounter.

Details

The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality
Type: Book
ISBN: 978-1-78743-529-2

Keywords

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