scholarly journals A STUDY OF DIGITAL MARKETING TOOLS USAGE HABITS AMONG HUNGARIAN TOURISTS

2020 ◽  
Vol 32 (4) ◽  
pp. 1283-1289
Author(s):  
Eva HAPP ◽  
◽  
Zsuzsanna IVANCSÓNÉ HORVÁTH ◽  
Keyword(s):  
Competitive Advantage ◽  
Service Providers ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Primary Research ◽  
Close Attention ◽  
Online Tools ◽  
Digital Development ◽  
Tools And Methods

Digitalisation has become inevitable these days. It has been in the forefront due to innovations, the development of informat ion technology tools, internet and smartphones transforming the tourism industry, too. Digital marketing tools and methods have attracted an increasing interest among the Hungarian tourists, as well. The study focuses on the spread of these opportunities in Hungary. The paper’s aim is to investigate when and in what way Hungarian tourists participate in digital tourism. Secondary and primary research was con ducted between October 2018 and March 2019 with a sample of more than 500 respondents. The results show how Hungarian tourists are related to the digital development in tourism. This study also explores the link between the risk of the activities and the usage of online tools. T he study advances into the literature about the importance of digitalisation in tourism. It shows specifically where service providers need to pay close attention in the marketing communication, in order to remain competitive and gain a competitive advantage.

scholarly journals DIGITAL MARKETING AS A PREREQUISITE FOR INNOVATION IN THE TOURISM BUSINESS OF PLOVDIV

2019 ◽  
Vol 34 (1) ◽  
pp. 169-174
Author(s):  
Nelly Bencheva ◽  
Valentina Nikolova-Alexieva ◽  
Toni Mihova
Keyword(s):  
Developed Countries ◽  
Tourism Industry ◽  
Virtual Space ◽  
Digital Marketing ◽  
Digital World ◽  
Statistical Institute ◽  
Digital Development ◽  
Historical Heritage ◽  
Travel Industry ◽  
Daily Wage

The development of the Internet, in parallel with the development of technology, has made virtual space a second 'home' for much of the population of developed countries. Along with consumers, the business is also moving its activities online, seeking to reach those consumers in every way possible. Digital marketing deals with strategies for reaching consumers, which need to be constantly changed along with all the innovations that technology developments bring with them. Hospitality and tourism is one of the industries that is most affected by digital development. Transportation and accommodation companies are among the first ones to utilize digital marketing techniques in their practices to engage communities and make sure their customers have the best possible away-from-home experience. In order to perform well and gain competitive advantages, players in the travel industry are always looking for the newest and greatest ways to reach their buyer persona and tailor their offering to their target audience. In today’s digital world, the concepts of digital marketing and content have become inextricably linked. The creation of relevant and quality content is the core of every move online. The success of every digital marketing campaign depends on content and its resourceful implementation. Even though the basic marketing principles are still applicable, the online environment has its own specifics that need to be considered when preparing digital marketing strategies.The purpose of this report is to explore the application of digital marketing by the tourism business in Plovdiv, one of the most attractive regions of Bulgaria, as a prerequisite for creating innovation and, on the basis of this, to offer specific guidance in which areas and what innovations appropriate to evolve to succeed. The research methods used are analysis and evaluation of statistics for the Plovdiv district, obtained from the National Statistical Institute (NSI) of Bulgaria, as well as the study of scientific literature. The results of the study show that it is appropriate for the tourism and hotel business in the Plovdiv region to apply innovations in the following areas: (1) innovations focusing on the culture and historical heritage of the region; (2) innovations presenting new ways of implementing organizations' activities and processes; and (3) innovations that focus on environmental protection. Applying these types of innovations, tourism industry companies are expected to achieve positive values for key performance indicators, namely: employment; average daily wage rate and income, as well as length of stay at accommodation in the region.

We're So Bad It's Funny - Effects of Using Humour in the Marketing Communication of Low-Quality Service Providers

2020 ◽  
Vol 4 (2-3) ◽  
pp. 84-99
Author(s):  
Ilias Danatzis ◽  
Jana Möller ◽  
Christine Mathies
Keyword(s):  
Service Quality ◽  
Service Providers ◽  
Purchase Intentions ◽  
Service Performance ◽  
Superior Performance ◽  
Service Research ◽  
Marketing Communication ◽  
Quality Service ◽  
Customer Expectations ◽  
Service Outcomes

Low-quality service providers who are unable or unwilling to compete through superior performance increasingly use humour in their marketing communication to generate positive service outcomes. Yet it remains unclear whether using humour to communicate poor service quality is indeed effective. Based on an online experiment in the context of budget hotels, this study finds that using humour to deliberately communicate poor service quality leads to higher purchase intentions and service quality evaluations by reducing both technical and functional service quality expectations. Theoretically, this study extends humour and service research by providing first empirical evidence for the viability of using humour as an effective tool for leveraging customer expectations of service quality rather than improving service performance. Managerially, these insights highlight how reducing customer expectations is an alternative strategy for attracting new customers and for achieving superior quality evaluations.

scholarly journals Wealth of Wind and Visitors: Tourist Industry Attitudes towards Wind Energy Development in Iceland

Land ◽  
2021 ◽  
Vol 10 (7) ◽  
pp. 693
Author(s):  
Anna Dóra Sæþórsdóttir ◽  
Margrét Wendt ◽  
Edita Tverijonaite
Keyword(s):  
Land Use ◽  
Wind Energy ◽  
Wind Turbines ◽  
Wind Farm ◽  
Service Providers ◽  
Wind Farms ◽  
Energy Development ◽  
Tourism Industry ◽  
Land Use Conflicts ◽  
Wind Energy Development

The interest in harnessing wind energy keeps increasing globally. Iceland is considering building its first wind farms, but its landscape and nature are not only a resource for renewable energy production; they are also the main attraction for tourists. As wind turbines affect how the landscape is perceived and experienced, it is foreseeable that the construction of wind farms in Iceland will create land use conflicts between the energy sector and the tourism industry. This study sheds light on the impacts of wind farms on nature-based tourism as perceived by the tourism industry. Based on 47 semi-structured interviews with tourism service providers, it revealed that the impacts were perceived as mostly negative, since wind farms decrease the quality of the natural landscape. Furthermore, the study identified that the tourism industry considered the following as key factors for selecting suitable wind farm sites: the visibility of wind turbines, the number of tourists and tourist attractions in the area, the area’s degree of naturalness and the local need for energy. The research highlights the importance of analysing the various stakeholders’ opinions with the aim of mitigating land use conflicts and socioeconomic issues related to wind energy development.

Effectiveness of Travel Social Media Influencers: A Case of Eco-Friendly Hotels

2021 ◽  
pp. 004728752110194
Author(s):  
Payal S. Kapoor ◽  
M. S. Balaji ◽  
Yangyang Jiang ◽  
Charles Jebarajakirthy
Keyword(s):  
Social Media ◽  
Federal Trade Commission ◽  
Service Providers ◽  
Digital Marketing ◽  
Intention To Stay ◽  
Argument Quality ◽  
Related Information ◽  
Sustainability Practices ◽  
Tourism Service ◽  
Primary Channel

With social media becoming the primary channel for travelers to acquire travel-related information, tourism service providers are increasingly partnering with social media influencers (SMIs) as part of their digital marketing strategy. The present study investigates the effectiveness of SMIs by examining the role that two message factors—argument quality and sponsorship status—have on travelers’ perceptions of a hotel’s commitment to sustainability and their intention to stay at the hotel. Results from four studies show that when eco-friendly hotels sponsor SMIs, an attribute-value message is more effective than a simple recommendation message in influencing travelers’ perceptions and intentions. Given the latest Federal Trade Commission regulations regarding sponsorship disclosure practices, the findings offer valuable insights for tourism providers using SMIs. The study findings suggest that SMIs should create sponsored messages that provide rational and objective information about the hotel’s sustainability practices to stimulate travelers’ related cognitions and persuade them to patronize the hotel.

scholarly journals Post-Industrial Tourism as a Driver of Sustainable Development

2021 ◽  
Vol 13 (15) ◽  
pp. 8145
Author(s):  
Aleksandra Kuzior ◽  
Oleksii Lyulyov ◽  
Tetyana Pimonenko ◽  
Aleksy Kwilinski ◽  
Dariusz Krawczyk
Keyword(s):  
Sustainable Development ◽  
Tourism Development ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Gender And Education ◽  
Development Goals ◽  
The Difference ◽  
Post Industrial ◽  
The Impact ◽  
Industrial Tourism

The accepted Sustainable Development Goals aim at reorienting the tourism industry to sustainable tourism and enhancing post-industrial tourism. In this case, it is necessary to identify the statistically significant determinants which affect post-industrial tourism development. In this paper, we aim to analyse: (1) the impact of economic and environmental dimensions, and of digital marketing on supporting post-industrial tourism development and (2) the difference between attitude to post-industrial tourism on the gender, age, and education dimensions and digital channels on post-industrial tourism development. The data was collected from questioning 2334 respondents during April–November 2020. The study applied the following methods: frequencies, percentages, t-test, and one-way ANOVA and multiple regression analysis. The findings confirmed the statistically significant impact of the economic and environmental dimensions, as well as digital marketing on post-industrial tourism development. The results of the analysis justified that digital marketing was a catalysator of post-industrial tourism development. In addition, the findings confirmed that there is no difference in attitudes towards post-industrial tourism with respect to the dimensions of age, gender, and education.

Digital food focus

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Competitive Advantage ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Cutting Edge ◽  
Digital Marketing ◽  
Content Type ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Restaurants face stiff competition irrespective of the market in which they operate. Digital marketing is a powerful tool for these restaurants to gain a competitive advantage. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

From an emic perspective: Exploring consent in forced marriage law

2017 ◽  
Vol 51 (2) ◽  
pp. 258-274 ◽  
Author(s):  
Helen Sowey
Keyword(s):  
Service Providers ◽  
Social Contexts ◽  
Criminal Prosecution ◽  
Primary Research ◽  
Marriage Law ◽  
Forced Marriage ◽  
Policy Makers ◽  
Definition Of ◽  
Emic Perspective ◽  
The Uk

Forced marriage was criminalised in Australia in March 2013, putting the issue on the agenda of policy-makers and social service providers. Increasingly, however, it is being recognised that criminal laws alone cannot address the practice; protective and preventative strategies are also needed. This paper argues that strategies to address forced marriage will be most effective if they are informed by contextualised and emic understandings of the phenomenon, that is, by the perspectives of individuals, families and communities who are directly affected by forced marriage. Primary research is required to obtain such perspectives. Research into forced marriage in Australia is still in its infancy, and primary research is almost non-existent. This paper, then, looks to primary research from the UK and other comparable Western multicultural nations, offering a critique of this body of literature before drawing out what is revealed about why marriages are forced, how marriages are forced, and what people in forced marriage situations want. The implications of criminal prosecution are then considered in light of this emic understanding. The legal definition of forced marriage hinges on the concept of consent: it is consent that distinguishes an arranged marriage from a forced one. In the UK, the notion of consent has been robustly problematised. However this is not the case in Australia at present, and this paper critiques the value of the concept of consent given the social contexts of forced marriage described above. The implications of this critique for the application of Australia’s forced marriage law are then considered. Finally, from a place of contextualised and emic understanding of forced marriage, this paper considers how protective and preventative strategies might be enhanced.

Halal tourism: conceptual and practical challenges

2019 ◽  
Vol 10 (1) ◽  
pp. 87-96 ◽  
Author(s):  
Erhan Boğan ◽  
Mehmet Sarıışık
Keyword(s):  
Literature Review ◽  
Design Methodology ◽  
Primary Source ◽  
Tourism Industry ◽  
Critical Assessment ◽  
Primary Research ◽  
Content Type ◽  
Related Literature ◽  
Global Tourism ◽  
Practical Implications

PurposeMuslim tourists participating in halal tourism activities represent a valuable niche market for global tourism industry. The purpose of this study is to clarify the concepts of halal tourism and Islamic tourism and to draw attention to some conceptual and practical challenges in the halal tourism industry.Design/methodology/approachThe paper is based on a critical assessment of the literature in this field. To differentiate the concepts and to discuss practical and conceptual challenges, the authors found some references by reviewing the existing definitions in related literature and the primary source of the concepts which is Holy Book of Islam, Quran.FindingsThe terms “intention” and “Islamic motivation” can be used to differentiate Islamic tourism and halal tourism. The authors suggest calling hotels that provide good and services in halal tourism industry as “halal hotels” and tourists as “Muslim tourists”. One of the leading practical challenges in halal tourism is having lack of halal standards, especially for hotels. As the way Muslims understand and adapt their lives to Islam is quite different, which means this market is not homogenous, the authors suggest that halal hotels should be scaled through different qualifications in different countries.Research limitations/implicationsThis study is based on literature review, and it lacks primary research.Practical implicationsCurrent paper stresses the need for consistent use of Islamic-related tourism terms in industry. Hotel companies should have halal certifications that will provide assurance to customers. It is highly important for hotel companies to inform their target guests about the location of hotel before arriving at hotel. This is because halal hotels and other hotels are usually located in resort destination, especially in Turkey.Originality/valueThis paper is one of the leading papers that differentiates Islamic tourism and halal tourism concepts. It also provides several conceptual and practical issues in halal tourism industry.

scholarly journals Assessing the Need for Ecotourism Cluster Establishment in Georgia: Ways to Increase the Country’s Competitiveness

2020 ◽  
Vol 16 (31) ◽  
Author(s):  
Tamar Khakhishvili
Keyword(s):  
Protected Areas ◽  
National Parks ◽  
National Park ◽  
Service Providers ◽  
Tourism Industry ◽  
Cluster Development ◽  
Wine Tourism ◽  
Natural Monument ◽  
Strong Cluster ◽  
Different Parts

Georgia is famous for wine, hospitality, culture, and history at the international level. Before now, tourism in Georgia was only related to wine tourism and sea resorts, but in recent years, the country is positioning itself as an emerging destination for adventurous tourism. Industry potential is not fully utilized and it has more hidden possibilities to attract more visitors. This paper focuses on assessing the need for ecotourism cluster establishment in Georgia. In fulfilling this objective, a survey was conducted. Questionnaires were distributed to ecotourism service providers of the country. 54 managers of national parks and other protected areas (Lagodekhi Protected Areas, Kazbegi National Park, Martvili Canyon Natural Monument, Borjomi-Kharagauli National Park and Machakhela National Park) were chosen for the survey. The selected respondents are the managers of the most popular ecotourism destinations among Georgian and foreign ecoturists. Due to the various locations in different parts of Georgia, it took about two weeks to conduct the survey. The results of the survey showed that ecotourism industry representatives agree on the need of cluster establishment for more development of the field. The paper also demonstrated that building promising ecotourism industry through strong cluster development is directly related to increasing the country’s competitiveness.

Sign in / Sign up

Export Citation Format

Share Document