The Advances in Tourism Research series publishes monographs and edited volumes containing state-of-the-art research results, written and edited by leading researchers working in the broader field of tourism studies. The series also aims to provide a platform for further research in any field by highlighting key research agendas, which will stimulate further debate and interest in the growing field of tourism research.
List of Tables
Contributors
About the Authors
Dogan Kutukiz is an assistant professor in the Department of Tourism Management, Mugla University, Turkey. Tasci is an assistant professor of marketing in the School of Tourism and Hospitality Management, Mugla University, Turkey.
Preface
Preface xxvii Marketing Conference (ITMC), first edition, focused on "Perspectives in Tourism Marketing" was held. This part examines, in the first part, various applications of the information technologies and changes shaping tourism marketing (i.e. IT in tourism marketing and sustainable tourism marketing).
Introduction: Tourism and Hospitality Marketing Research — Update and
Introduction
This review effort placed more emphasis on sources from non-profit organizations than those from private marketing research companies, with special attention to generalized industry-wide issues. Throughout this study, the term "significant trend" is defined as a general tendency or tendency in both the content and frequency of hospitality/tourism marketing research that is likely to have a major effect on or significance for subsequent hospitality/tourism marketing research and practices.
Literature Review
Introduction: Tourism and Hospitality Marketing Research7 Table 1.3: Hospitality and Tourism Marketing Research by Method Used (N⫽223). Although empirical hospitality and tourism marketing research has tended to be conducted on high response rates, the general lack of reports on exact response rates in many studies prohibits detecting significant trends.
Synthesized Reviews of Topical Significant Trends and Comments
However, minor variations existed in the target audience or market to be segmented, the focus of segmentation variables, and method-specific segmentation results. One catalyst for such a move appears to be a recent, general shift in the focus of marketing research from consumer rational to emotional decision-making processes.
Industry Trends and Current Research Issues
While the safety and security issues in the lodging and tourism industry are more environmental issues, in the food service and restaurant industry they are fundamentally product related. Research needs in branding and brand extensions have been stimulated by the recent frenzy of mergers and consolidations in the lodging industry (see Matovic & McCleary, 2003), while branding is an emerging research issue in the tourism and foodservice industry.
Conclusions and Implications
A study of tourists' satisfaction and post-experience behavioral intentions regarding airport restaurant services in the Hong Kong SAR. The role of customer satisfaction and image in obtaining customer loyalty in the hotel industry.
IT” MARKETING
The definition of the "tourism market" concept needs to be reconsidered, as information technology (IT) may have an opportunity to bring demand and supply together in the virtual market. Provided that the growth of IT applications maintains its current momentum, cyber brokers appear to be the only competitors to traditional intermediaries in tourism and travel marketing in the near future.
Revisiting the above debate on whether the traditional purchase process will be replaced with an alternative option to purchase with the help of ITs, the purpose of the next chapter in this part is to investigate consumers' intentions to purchase travel products from online travel agencies. The differences in personal importance may indicate that consumers find it less likely to buy from online travel agencies when buying is very important.
A Historical Development of “IT” in Tourism Marketing
Differences in the number of people in different sectors are more evident in developed countries. As shown in the figure, initial developments in IT begin with the invention and use of telegraphy during the second quarter of 1800s. One of the consequences of the global development of the Internet has been the change in the traditional intermediaries of travel and tourism products.
Use of Electronic Documents and Brochures for Sustainable Tourism Marketing
Later, with the invention of the photocopier by the Xerox company, the multiplication of documents became possible. With the encouragement provided by the introduction of the digital document management concept, the term "paperless office" was proposed (Hemphill, 2001). Nevertheless, there has been a contradictory development, especially with more widespread use of the Internet, printing, photocopying and due to the rich content of the Internet, paper consumption has increased to a level that is higher than ever (Liu & Stork, 2000).
Electronic Documents and Brochures
In the last 20 years, paper consumption has increased by 74%, with a marked increase of 110% in the production of printing and writing paper. This allows them to spend a larger amount on advertisements and brochures used in the industry. Until now, there has been no research on the use of electronic documents and brochures in tourism in our country.
Discussion of Findings
The services offered on the websites of the organizations responding to the questionnaires are given in table 3.1. The development of IT, the emergence of e-commerce practices and the widespread use of the Internet lead to significant changes in the structure, marketing, booking and sales within tourism. Thus, over time, they will be aware of the fact that documents and brochures printed on paper are outdated.
Online Travel Purchases from Third-Party Travel Web Sites
The dependent variable was "the likelihood of buying a travel product over the Internet using an online travel agency." The independent variables are five summed factor scales of the total that were obtained from factor analysis and variables in attitudes and personal significance scales. This study indicates that there was a positive correlation between the likelihood of buying travel products online using an online travel agency and the personal involvement factor "means a lot to me." This positive personal meaning is consistent Online travel purchases from third-party travel websites 67 Table 4.8: The results of regression analysis. However, there was a negative correlation between the likelihood of buying travel products online using an online travel agency and the personal importance factors "important" and "significant". The differences in personal importance may indicate that consumers find it less likely to buy from online travel agencies when buying is very important.
DESTINATION MARKETING AND COMPETITIVENESS
The choice of a particular destination depends on the tourist's awareness and knowledge of the destination as well as the marketing of the destination, the recommendation of friends or other things that make it in the consideration set (refers to the destinations that the tourist is likely to visit). Although a destination is vital to the travel and tourism system, it is widely recognized that it is one of the most difficult products to manage and market. This chapter proposes a research framework that brings together those questions that are considered relevant to the future marketing of the destination product.
Destination Marketing: A Framework for Future Research
Cs Framework
The complexity of the destination as a product for marketing increases even more if the consumer dimension is taken into account. One result of the commoditization of the destination product is the constant downward pressure on prices. As mentioned above, the emerging role and influence of the Internet is an important force in the future distribution and management of tourism in general and destination in particular.
A Reclassification of Tourism Industries to Identify the Focal Actors
Does the tourist participate directly in the service or (service) production process of the company? In this section, a new classification of the tourism sector was introduced, which eliminates a number of subgroups originally included in the TSA classification. In this chapter, a new classification of tourism-characteristic and tourism-related industries is presented, based on the definitions and framework of the TSA.
A Comparative Analysis of Competition Models for Tourism Destinations
In his book 'The Competitive advantage of nations', Porter developed a model which attracted a lot of attention in the tourism industry. Some of these principles and associated A comparative analysis of competition models 105 Table 7.2: Strengths in terms of competitiveness — the case of Bruges (2002). Over the last 10 years the concept has been refined and elaborated and has led to the publication of an interesting handbook 'The Competitive Destination' by Ritchie and Crouch (2003).
Media Strategies for Improving National Images during Tourism Crises
Public relations is used to influence the way the destination is represented in the various media. When dealing with an image crisis, Parsons (1996, cited in Ritchie, 2004) suggests a method to distinguish between three types of crises: (1) immediate crises, where there is little or no warning, such as in the case of the tsunami in Southeast Asia; (2) emerging crises, which develop slowly, and can be stopped or limited, as in the outbreak of the foot-and-mouth disease epidemic; (3) sustained crises that can last weeks, months or even years, such as the ongoing conflict in the Middle East. Although it is essential to make a profound and meaningful change in reality, this article will focus on communication strategies that can be used to improve a country's image and not on strategies to improve the actual reality.
Ten Strategies for Improving the Image of a Country Facing a Tourism Crisis
Repositioning India as a counterweight to the general stereotype is an efficient way of changing the country's negative image (Ha'aretz). Another example of using the geographic isolation strategy is in the case of Nova Scotia, Canada. At the beginning of the new century, several countries in the Middle East applied this strategy (Avraham, 2005).
MARKET SEGMENTATION
Those who expect the same benefits or are in the same category of consumption patterns are classified as one segment of the market. As such, visitors' perception of the site as personal is linked to their expectation that the interpretation will generate emotional involvement. In addition, the perception of the place by all other dimensions is relevant to the expectation of an educational experience.
Using the Experientially based Approach to Segment Heritage Site Visitors
Studies exploring visitors' expectations of interpretation at heritage sites are specifically lacking (Prentice, 1993). The questionnaire created for the study opened with a series of questions about the visitors' perception of the site. This pattern suggests that visitors do not vary greatly in ranking the site.
Motivations and Lifestyle: Segmentation Using the Construct A.I.O
In relation to tourism, one of the most proven methods of approach is AIO (activities, interests, opinions). To achieve this objective, an empirical study was conducted using a personal survey completed in the homes of the interviewees. Assignment of individuals to clusters was performed according to the nearest centroid criterion.
Correlates of Destination Risk Perception and Risk Reduction Strategies
Religious belief. Jewish tourists' overall and people-caused risk perceptions were lower than those of Catholic and Protestant tourists and those who claimed "no religious affiliation" (overall risk: 2.6 compared to the risk caused by man: 2.37). vs respectively). The results show that the greater the overall risk perception of the destination and its components, the greater the use of risk reduction strategies. The above analyzes focused on destination risk perception and tourists' socio-demographic characteristics and motivation to visit the destination, past destination risk perception strategies and risk reduction strategies 167.
