An analysis of the situation on the hotel market in the conditions of epidemiological restrictions: Evidence from Penza

2021 ◽  
Vol 19 (11) ◽  
pp. 2198-2214
Author(s):  
Ivan N. SEGAEV ◽  
Al'fiya R. KOZINA
Keyword(s):  
Tourism Industry ◽  
Marketing Strategies ◽  
Target Audience ◽  
Comparative Analyses ◽  
Advertising Strategy ◽  
Tourist Infrastructure ◽  
Penza Oblast ◽  
Epidemiological Situation

Subject. This article discusses the issues related to the development of the hotel market in Penza. Objectives. The article aims to determine the level of development of the tourism industry and hotel market of Penza. Methods. For the study, we used the methods of criterion and comparative analyses, and generalization. Results. The article draws attention to a significant decrease in the profitability of the hotel business associated with the epidemiological situation. Conclusions. To develop the hotel market of Penza and the Penza Oblast, it is necessary to elaborate investment programmes aimed at creating a modern tourist infrastructure, marketing strategies for finding the target audience and forming hotel products, as well as an advertising strategy.

The role of DMOs in tourism stakeholders systems. An empirical research in Italian context

2011 ◽  
pp. 105-125
Author(s):  
Luigi Cantone ◽  
Marcello Risitano
Keyword(s):  
Empirical Research ◽  
Business Models ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Destination Branding ◽  
Empirical Survey ◽  
Branding Strategies ◽  
External Relationships ◽  
Italian Context

Tourist destination (TD) is considered the most important unit of analysis in tourism industry and the amalgam of tourism products, which offers an integrated travel experience for the customer. In this paper is analyzed the role of Destination Marketing Organizations (DMOs), the key player in the tourism stakeholders systems which manage collaborative marketing strategies. Particularly, are recognized the destination branding strategies defined by DMOs, one of the most important organizational solution to manage internal and external relationships in tourism stakeholders systems. The theoretical assumptions of the paper are supported by an empirical research which analyzes, comparatively, the Italian DMOs of eight regional contexts. The goals of the empirical survey have been the following: a. to identify the main tourism players of regional stakeholders systems, deepening the nature and the intensity of marketing relationships in these networks; b. to define the main characteristics of the regional DMOs in Italy, in terms of business models and collective marketing strategies planned in the own networks; c. to categorize the destination branding strategies defined by DMOs in regional tourism stakeholders systems, valuating the main brand decisions carried out in these contexts.

Conceptualizing and Measuring Content Marketing in Luxury Firms

2016 ◽  
pp. 109-132 ◽  
Author(s):  
Elisa Rancati ◽  
Niccolo Gordini ◽  
Alexandru Capatina
Keyword(s):  
Firm Performance ◽  
Significant Role ◽  
Marketing Strategies ◽  
Target Audience ◽  
Marketing Communications ◽  
Global Markets ◽  
The Past ◽  
Luxury Marketing ◽  
Content Marketing

Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more significant role than ever before. These challenges in global markets have sparked a growing interest by practitioners and academics in the content marketing and in the metrics to measure its impact on luxury firm performance. However, the literature is still fragmented. Trying to fill this gap, this chapter has two main objectives. Firstly, it reviews the existing literature on content marketing and the main metrics used. Secondly, it analyses the degree of use and effectiveness of content marketing strategies, tools and metrics on a sample of 218 luxury firms. The results of the study revealed that content marketing is seen by luxury firms as marketing communications strategy that provides valuable and helpful information to a clearly defined target audience with the aim to increase sales.

Benefit-Driven Approach to Writing for the Internet

2021 ◽  
pp. 114-137
Author(s):  
Belem Barbosa
Keyword(s):  
Marketing Strategies ◽  
Target Audience ◽  
The Internet ◽  
Effective Competition ◽  
Search Volume ◽  
Starting Point ◽  
Competition Level ◽  
Development Approach ◽  
Content Marketing ◽  
Valuable Content

There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content planning and development approach with a triple focus: main keyword power, target audience, and benefit provided. It argues that keyword power, given by its search volume and effective competition level, provides only an incomplete starting point for creating valuable content, as content effectiveness will ultimately depend on the benefit provided for the target audience. A benefit-driven approach to writing valuable and optimized content is particularly interesting for increasing reach, interaction, and involvement, thus being recommended for inbound and content marketing strategies. The phases of benefit-driven content writing are described, from keyword choice to the main optimization procedures.

Profiling The Needs and Wants of Millennials in The Tourism Industry: Implications for Zimbabwe

2020 ◽  
Vol 1 (2) ◽  
pp. 36-49
Author(s):  
Phanos Matura ◽  
Aretha Takaza
Keyword(s):  
Social Media ◽  
Business Performance ◽  
Document Analysis ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Volunteer Tourism ◽  
Collection Method ◽  
Fitness Centers ◽  
Digital Skills ◽  
Service Delivery Systems

Purpose: The main purpose of the paper is to profile the needs and wants of millennials in the tourism industry and their implications for tourism operators in Zimbabwe. Methods: The study adopted a qualitative design approach with document analysis being the data collection method. Data were analyzed thematically.  Results: The major finding was that millennials desire authentic and memorable experiences, they are highly knowledgeable, have strong digital skills, they are social media creatures and are permanently connected online, they are particular and question everything, they prefer leisure and recreational activities, they prefer hotel facilities with health-oriented facilities like fitness centers and they practice volunteer tourism.  Millennials are different, they think and act differently, and their travel choices and preferences are different from the generations before them. Implications: Tourism operators including hotels should adapt their service delivery systems to the needs and wants of millennials to achieve superior business performance. There is a need for the adoption of proactive marketing strategies as well as taking full advantage of the opportunities presented by millennials in the tourism industry in Zimbabwe.

Less is more: the role of frugality in the Malaysian hotel industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nur Zulaikha Mohamed Sadom ◽  
Farzana Quoquab ◽  
Jihad Mohammad ◽  
Nazimah Hussin
Keyword(s):  
Hotel Industry ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Partial Least Square ◽  
Mediating Effect ◽  
Green Marketing ◽  
Social Implications ◽  
Content Type ◽  
Less Is More ◽  
The Relationship

Purpose The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined. Design/methodology/approach Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model. Findings The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality. Practical implications The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers. Social implications The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation. Originality/value This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link.

Alpine Trekkers and Tours: economic condition and its impacts on tourism industry of Pakistan

2019 ◽  
Vol 9 (2) ◽  
pp. 1-14
Author(s):  
Syed Shaan Abbas ◽  
Muhammad Akhtar
Keyword(s):  
Learning Outcomes ◽  
Service Sector ◽  
Foreign Currency ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Content Type ◽  
Academic Level ◽  
The Government ◽  
The Masses ◽  
Trained Manpower

Learning outcomes The paper has the following learning outcomes: to understand the historical and geographical aspect of Pakistan vis-à-vis other countries of South East Asia and the world; to be able to understand the different marketing strategies of the tourism company; to gather the knowledge of many unknown facts which remain out of sight and hardly surface; to boost economy if its facts and figures are given due weight age and followed with true letter and spirit; and to give a big boost to an industry which remains mostly dormant for many decades. The ratio analysis of service sector is explained. How finances can be arranged in shortest time and generates profitability for the company is also discussed. Case overview/synopsis The study provides an overview on the following topics: lack of interest by the Government in promotion; training of tour operators and guide; and managing the expected income from this industry. This study makes the masses aware that how much potential exist in the field of tourism in Pakistan. How the tour operators find huge potential in all segments of tourism and how the big force of trained manpower can be formed and creates employment. Service sector mostly run on equity finances because of lack of collateral, how efficiently they manage the finance for the business year. It gives details of extensive marketing strategy, the huge profit margin in foreign currency and cost volume profit systems of tourism companies. Complexity academic level BBA, MBA and MS. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 1: Accounting and Finance.

scholarly journals Does eWOM affect Guests’ Experience Expectation? An Empirical Analysis within the Hotel and Tourism Sector

2021 ◽  
Vol 6 (1) ◽  
pp. 42
Author(s):  
Nor Diyana Mohammed Shobri ◽  
Lennora Putit ◽  
Amirah Ahmad Suki
Keyword(s):  
Online Survey ◽  
Sampling Technique ◽  
Customer Experience ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Four Dimensions ◽  
Communication Techniques ◽  
Significant Relationships ◽  
Tourism Sector ◽  
Resort Hotel

Nowadays, progressive developments in information technology and latest communication techniques have brought about increasingly significant variations in consumer behaviour. These changes have created a focused shift in companies’ business and marketing strategies. The hotel and tourism industry in particular, has been histrionically influenced by an electronic word-of-mouth (e-WOM) form of communication. This study aims to examine the extent to which e-WOM influences customer experience in a resort hotel setting. Using purposive sampling technique, a total of 135 usable online survey questionnaire feedbacks were collected from targeted respondents and subsequently used for data analyses. The data were analysed using SmartPLS software. Empirical results have revealed positive and significant relationships between e-WOM and all four dimensions of customer experience. The results emphasized the importance of e-WOM in the resort hotel industry and provided practical implications for the resort operators to enhance their guests’ level of expected experience.

scholarly journals An Approach to the Development of Tourism Marketing Strategies for a New-born City:A Case Study of BuengKan - the Latest Province of Thailand

2021 ◽  
Vol 12 (3) ◽  
pp. 5311-5319
Author(s):  
Mustafa Obay Et. al.
Keyword(s):  
Tourism Industry ◽  
Marketing Strategies ◽  
Marketing Communication ◽  
Tourism Marketing ◽  
Communication Campaign ◽  
Local Politicians ◽  
Tourism Resources ◽  
Private Entrepreneurs ◽  
Depth Interviews

BuengKan is a new province not well known among tourists. Moreover, it is in the Northern part of Thailand, which is not a popular destination compared to the Northern and the Southern parts of the country. However, BuengKan has a high potential to develop tourism industry to generate more revenues for the province because it has a variety of tourism resources to develop various types of tourism, and it also is easily accessible. Thus, there is a need to conduct a research on tourist behaviors and attitudes towards BuengKan. A survey research among a sample of customers at working ages in Bangkok, and it has been found that they know BuengKan, but they do not know what they can do or see when they travel to Bueng Kan. Nonetheless, their perceptual pictures of BuengKan are positive in all aspects. Therefore, there should be a good marketing communication campaign to make them know what they can do and see when they are in BuengKan to motivate them to travel to Bueng Kan. In order to formulate a strategy to develop potential of tourism industry in BuengKan, ideas, advices, and recommendations from all stakeholders involved including public sectors, private sectors, communities, and scholars need to be gathered. This is the genesis of a qualitative research conducted with in-depth interviews with public officers, local politicians, chamber of commerce members, private entrepreneurs in tourism industry, scholars in the fields of tourism, marketing, and marketing communications. Their answers from the in-depth interviews have been analyzed and organized as a foundation to formulate an efficient and effective strategy to develop potential of tourism industry in BuengKan. The researcher has proposed the foresaid strategy.

scholarly journals The Goals of “Green” Clusters in Tourism

2021 ◽  
pp. 51-62
Author(s):  
Svetlana Mishulina ◽  
Vera Molchanova
Keyword(s):  
Tourism Industry ◽  
Global Network ◽  
Economic Interests ◽  
Organizational Mechanism ◽  
Cluster Data ◽  
Local Stakeholders ◽  
Green Tourism ◽  
Global Tourism ◽  
Tourist Infrastructure ◽  
Definition Of

Tourist clusters are widely used in domestic practice as tools for the development of tourist infrastructure and improving the competitiveness of tourist products. The strategic effectiveness of clusters is determined by the extent to which the goals of their formation and functioning take into account the trends in the development of national and global tourism, as well as the interests of global, national and local stakeholders. Environmental challenges, transforming the system of socio-ecological and economic interests of stakeholders, require a corresponding adjustment of goals and goal-setting procedures at all stages of the cluster life cycle. The article substantiates the need for greening the goals system of cluster initiatives as a key condition and the first step in the system of measures for the “green” reorientation of existing and emerging clusters; offers a definition of a “green” tourism cluster as an organizational mechanism for greening the tourism industry, as well as a set of joint goals of its participants, which allows us to reach a compromise between the mission of greening tourism activities and the commercial success of the cluster. Data from the Russian and European Cluster Observatories, the European Cluster Collaboration Platform, and the TCI Network, a global network on clusters, innovation, and competitiveness for the period from 2003 to the present, are the information base for the study of the goals of cluster initiatives.

scholarly journals Kemetic Yoga Tourism: A Study of Marketing Strategies in Egypt

2021 ◽  
Vol 8 (3) ◽  
pp. 193-212
Author(s):  
Heba Abdel mohsen abdel kader komeil
Keyword(s):  
Health Care ◽  
Qualitative Methodology ◽  
Methodological Approach ◽  
Age Groups ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
The World ◽  
Medical Health Care ◽  
Wellness Tourism ◽  
Health Care Options

Yoga tourism has witnessed a consistent development in the recent years. People around the world have become more mindful of health care options which has led to an increase in the quality of wellbeing care as a need in the minds of most age groups today. The worldwide fascination with yoga has inspired many people to travel in order to practise this activity. Kemetic yoga rapidly evolved into the wonder of yoga tourism, which nowadays is a vital and profitable component of the wellness tourism industry. This unique yoga practice draws yoga lovers from across the world, according to an official statement released by the Egyptian tourism minister promoting it internationally. In 2019, Egypt’s Ministry of Tourism collaborated with CNN broadcast to produce a short documentary about Kemetic yoga to highlight wellness tourism in the country. Egypt is a unique destination for Kemetic yogis. Although few researchers have studied Kemetic Yoga as an aspect of tourism, this research focused on the examination of marketing strategies that Egypt needs to apply to promote itself as a competitive destination for yoga. Kemetic yoga tourism is a new travel trend in Egypt, promoting a rising touristic attraction and encouraging the potential of further research. This paper focused on the examination of marketing strategies Egypt is currently implementing to promote itself as a viable yoga destination, and to recommend other marketing strategies to promote Kemetic yoga in Egypt. The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Intense, semi-formal interviews were conducted with Kemetic yoga practitioners from different experiences and yoga levels who had travelled to Egypt to practice Kemetic yoga. Keywords: tourism, yoga, medical, health care, wellness, marketing, Kemetic, Egypt

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