scholarly journals Travel Through Time: From 9/11 to COVID-19, Parallel Predictive Analysis of Travel Marketing

2020 ◽  
Vol 17 (3) ◽  
pp. 73-85
Author(s):  
Hannah Gilliam
Keyword(s):  
Consumer Response ◽  
Tourism Industry ◽  
Security Measures ◽  
Response Set ◽  
Change In Practice ◽  
Marketing Analysis ◽  
Travel Industry ◽  
Fear And Anxiety ◽  
Industry Sectors

The events of 9/11 drastically changed the state of the nation across many industry sectors, with the tourism industry among those most affected. Following that horrific day, the nation experienced heightened security measures and protocol, such that the travel industry and travelers would never look the same. People were fearful and anxious, and the tourism industry had to take quick, effective measures to evaluate the consumer response, set a marketing strategy, and promote within a changed national ethos and expectations. COVID-19 is a similar catastrophic, global, and long-term crisis that set our nation on a similarly drastic change in practice and protocol; fear and anxiety were higher than ever. COVID-19 and 9/11 are highly comparable in their market response. By comparing the two events and analyzing the consumer response and advertising messaging, specifically during the stay at home order, a theme and direction for messaging within the travel industry post-COVID-19 can be predicted based on the culture and spirit of The American Dream, confidence in safety, we are in this together, support local tourism, explore your city in a new way, and connect with those you missed. KEYWORDS: COVID-19; 9/11; Post-pandemic; Advertising; Travel; Prediction; Messaging; Consumer Response; Marketing; Analysis

scholarly journals TRANSFORMATION OF MARKETING IN THE TOURISM INDUSTRY OF RUSSIA BASED ON ANALYSIS OF CONSUMER DEMAND DURING COVID-19 PANDEMIC

2021 ◽  
Vol 31 (6) ◽  
pp. 985-991
Author(s):  
O.S. Murav’eva ◽  
E.N. Zinovieva ◽  
A.A. Masalimova
Keyword(s):  
Social Networks ◽  
Consumer Attitudes ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
The Russian Federation ◽  
Travel Industry ◽  
Long Term Impact ◽  
Families With Children ◽  
First Time

The tourist sphere of activity in Russia was among the areas of the economy that were quite severely affected by the COVID-19 pandemic. Many major chain tour operators and hotels have closed for the first time in decades. Revenues from the sale of tours and hotel rooms fell sharply. Travel industry companies have embarked on the difficult task of figuring out how to deal with the new reality created by the pandemic. Therefore, this study is devoted to identifying changes in consumer attitudes towards tourism products in the Russian Federation. The article assesses the opinions of Russian consumers of tourist services. The result of the study is the proposed recommendations for conducting marketing strategies in the tourism industry. The most numerous segment is family beach vacations, so the main marketing investments should be directed specifically to this group of consumers. Advertising campaigns should focus on the comfort of hotels and infrastructure for families with children. Social networks and the Internet in general should become the main advertising channels. This strategy will attract both young people, using advertising on social networks, attracting bloggers and famous personalities. To increase loyalty to Russian tourism, youth tours should be developed, which will help to attract people to domestic travel. These actions will have a long-term impact on the tourism industry in Russia, as they can attract people to domestic tourism in the future.

scholarly journals The Crossroads of Ecotourism Dependency, Food Security and a Global Pandemic in Galápagos, Ecuador

2021 ◽  
Vol 13 (23) ◽  
pp. 13094
Author(s):  
Adam Burke
Keyword(s):  
Food Security ◽  
Food Systems ◽  
Food Sovereignty ◽  
Natural Capital ◽  
Well Being ◽  
Tourism Industry ◽  
Complex Nature ◽  
Infrastructure Development ◽  
Security Measures

International esteem for Galápagos’ natural wonders and the democratization of travel have contributed to a 300% increase in annual tourist entries to the archipelago from 2000 (68,989) to 2018 (275,817). The attendant spike in tourism-related anthropogenic impact coupled with deficient infrastructure development has put the archipelago’s natural capital and carrying capacity at risk. The complex nature of Galápagos’ food insecurity is linked to the archipelago’s geographic isolation, its diminishing agricultural workforce, international tourists’ demand for recognizable food, and a lack of investment in sustainable and innovative agricultural futures. Food security is key to the long-term well-being of Galapagueños, who sustain Galápagos’ tourism industry. However, the COVID-19 pandemic has further exposed the vulnerability of human systems in Galápagos, especially the fragility of Galápagos’ ecotourism dependency. Galapagueños’ struggle to endure the tourism sector’s slow rebound following the 2020 travel restrictions points to an urgent need to implement food security measures as an indispensable component of the archipelago’s long-term sustainability plan. This article presents ethnographic data to discuss the tourism sector’s impact on local food systems, Galapagueños’ right to food sovereignty, efforts to increase agricultural production, and why strengthening institutional partnerships is vital to Galápagos’ food self-sufficiency.

MARKETING ROLE IN TOURIST OFFER DEVELOPMENT

2018 ◽  
Vol 28 (5) ◽  
pp. 1685-1688
Author(s):  
Sherif Sejdiu
Keyword(s):  
Marketing Strategy ◽  
Local Level ◽  
Sales Force ◽  
Tourism Industry ◽  
Response Force ◽  
Tourism Demand ◽  
Strong Response ◽  
Promotion Policy ◽  
Measurement Models ◽  
Travel Industry

The tourism industry is sensitive to global and regional political, economic and social events and phenomena, and has also demonstrated a strong response force and speed to regain the path of positive growth despite the not favorable state of the world economy and indicators the moderate development that it has performed, as well as the uncertainty highlighted in the demand in general and tourism in particular because of the low level of demand for this product category. In any marketing strategy that has four components of mix marketing: product, pricing, distribution, and promotion are needed, as they play a useful role, though they do not have the same weight. Some of these elements and, in some cases, only one of them has a determining role in comparison to competitors and, consequently, are the key factor to succeed. The role of the product, a better price, the sales force or the distribution network more efficiently than the competitors, the promotion policy, etc. may be the role. Distribution includes all possibilities, ways, and methods for dispersing products across market segments, locations to direct customer contact. Distribution is one of the mixing marketing elements. It has direct links to product policy, pricing and promotion policy. For the successful realization of the marketing strategy it is important to supply customers with certain products. Likewise, these products should be available in a certain amount, in certain places, and at the time when the consumer so requests. In surveys of demand measurement in the tourism and travel industry, the use of some basic indicators is noted. Although the independent variables involved in tourism demand measurement models vary greatly according to the objectives and the field of specialization and research of researchers, the use of some basic indicators as a measure of tourist demand variables in its modeling and forecast makes it possible standardization of data and their unified reporting at the global and local level. The variation of tourist achievement is the most used for measuring tourism demand at least in the last twenty years. Specifically, this variable is measured by the total tourist achievement from a source to a destination, which can further be disrupted in tourist achievements for holiday purposes, business travel achievements, tourist achievements for family and friends visits, tourist achievements by means of travel, such as air, sea, road and so on. Some studies also use destination spending as a demand-measurement variable, while other researchers are even more rigorous using tourist spending for specific categories and certain products and purchases in general. Other indicators used are tourism income, employment in the tourism and travel industry, as well as exports and imports.

Tourism Productivity Theory and Measurement for Policy Implications: The Case of Australia

2019 ◽  
Vol 59 (2) ◽  
pp. 247-266
Author(s):  
Tien Duc Pham
Keyword(s):  
Labor Productivity ◽  
Holistic Approach ◽  
Tourism Industry ◽  
Policy Implications ◽  
Policy Makers ◽  
Average Growth ◽  
Multifactor Productivity ◽  
Capital Productivity ◽  
Productivity Theory

Tourism productivity measures are quite diverse, not always compatible and usually based partly on labor productivity for hotels and restaurants. This article develops a holistic approach that integrates the principles of the growth accounting framework and tourism satellite account to measure multifactor productivity, labor productivity and capital productivity for the Australian tourism industry. This study shows that tourism has been identified as a reservoir for other industries through the ebbs and flows of labor demands. Compared with the rest of the economy, the average growth of labor productivity—that is, income per unit of labor—for tourism is stagnant, and has reached an unprecedented low, six times below the market sector average, mainly because of low multifactor productivity. The results are valuable for policy makers and the lobbying groups wanting to identify areas of need for policy changes to ensure the healthy long-term growth of tourism.

Curvilinear effects of e-loyalty in China’s online tourism industry

2017 ◽  
Vol 8 (2) ◽  
pp. 174-189 ◽  
Author(s):  
Xueyan Yang ◽  
Xiaoni Zhang ◽  
Samuel Goh ◽  
Chad Anderson
Keyword(s):  
Virtual World ◽  
Online Community ◽  
Linear Models ◽  
Virtual Community ◽  
Tourism Industry ◽  
Consumer Loyalty ◽  
Content Type ◽  
Factors Influencing ◽  
Travel Industry ◽  
Online Travel

Purpose The purpose of this paper is to understand e-loyalty in the travel industry. Specifically, this paper aims to examine the curvilinear relationship between predictors and e-loyalty. Design/methodology/approach An empirical study was conducted using an online survey with one of the largest travel companies in China. Structural equation modeling was used to test the models, and pair-wise nested F-tests were used to compare the models. Findings Results show that the curvilinear model has greater explanatory power of loyalty than traditional linear models. The results of pair-wise nested F-tests show that the loyalty model exhibits statistically significant R2 improvement compared to the linear model. However, the R2 improvement in the integrated model is not statistically different from that in the linear model. Confirmation and satisfaction are found to be salient factors influencing loyalty. Research limitations/implications This study makes important contributions to the online community literature by understanding the drivers of loyalty in the travel industry. However, there are limitations. First, this study addressed member loyalty of an online travel community with data collected from one company. Thus, generalizability is limited. Online communities and firms may have different characteristics, resulting in different factors influencing consumer loyalty. The authors plan in the future to collect data from other online travel companies and examine their model with different samples so as to check the generalizability of the current findings. Second, the authors collected a snapshot view on loyalty. Both researchers and managers note that small changes in loyalty and retention can yield disproportionately large changes in profitability (Reichheld et al., 2000). Consumer loyalty may change over time, so to maintain and increase profits, it is important to monitor such change. In the future, the authors plan to conduct a longitudinal study of community members to evaluate their loyalty over time. Practical implications As China seeks to gain additional market share in the global tourism market, travel companies should make use of websites as a marketing tool to attract and retain customers. These actions enable a travel company to enhance its competitiveness. More and more people use the internet for tour deals, bookings and finding tour-related information. Effective use of websites can affect the competitiveness of ecommerce companies. E-vendors could assess and adopt the dimensions recommended in this paper to help better understand areas for improvement. It is common today for consumers to buy travel products online instead of going through a travel agent. Considering the importance of reciprocity in formulating consumer satisfaction and loyalty in the virtual environment, companies should monitor reciprocal behavior on the virtual community. With advancement in technologies, consumer behaviors have changed and more consumers prefer social interactions in the virtual world. Companies can analyze posts in the virtual environment to assess reciprocity and may design a mechanism to foster reciprocal behaviors. By leveraging reciprocity, firms can better connect satisfaction with loyalty. More than 70 per cent of executives surveyed by McKinsey (2012) said that they regularly generate value through their Web communities. In addition, to pay attention to consumer to consumer reciprocity in the virtual world, companies should listen to what customers say in their online community, as this attention is an indication of reciprocity between consumers and companies. The ideas and opinions expressed in the online community tell the company customers’ perception of the value of its products and customers’ needs. Such attention to the voices in the online community will help companies to better tailor products/services to meet customers’ needs. Furthermore, the voices expressed in the virtual community are also effective in developing and maintaining new internet marketing opportunities such as email marketing, giveaways, search engine optimization, pay per click and shopping comparison marketing. Companies interested in retaining and attracting customers should leverage their established virtual communities and pay close attention to online posts and evaluate members’ satisfaction. Such effort will provide tangible benefits. As shown in Ye et al.’s study, traveler reviews produce a significant impact on online sales (Ye et al., 2011), with a 10 per cent increase in traveler review ratings, boosting online bookings by more than 5 per cent. This finding suggests that businesses should link online user-generated reviews to business performance in tourism. Finding incentives for users to share might be one way to improve interactivity and further create stickiness on the part of the website. Originality/value This paper is one of the first studies to address the need to move beyond linear models of e-loyalty and to additionally examine potential curvilinear and interactive effects. This study also identifies key variables such as reciprocity and satisfaction as determinants of e-loyalty in the Chinese online travel and tourism industry.

scholarly journals Women on Boards in Finance and STEM Industries

2016 ◽  
Vol 106 (5) ◽  
pp. 277-281 ◽  
Author(s):  
Renée B. Adams ◽  
Tom Kirchmaier
Keyword(s):  
Gender Differences ◽  
Corporate Boards ◽  
Business Leadership ◽  
Country Characteristics ◽  
Women On Boards ◽  
The Mean ◽  
Long Term Consequences ◽  
Industry Sectors

We document that women are less represented on corporate boards in Finance and more traditional STEM industry sectors. Even after controlling for differences in firm and country characteristics, average diversity in these sectors is 24% lower than the mean. Our findings suggest that well-documented gender differences in STEM university enrolments and occupations have long-term consequences for female business leadership. The leadership gap in Finance and STEM may be difficult to eliminate using blanket boardroom diversity policies. Diversity policies are also likely to have a different impact on firms in these sectors than in non-STEM sectors.

scholarly journals Exploring the influence of training and development on employee’s performance: Empirical evidence from the Indian tourism industry

2022 ◽  
Vol 12 (2) ◽  
pp. 89-100 ◽  
Author(s):  
Mohd Arwab ◽  
Jamal Abdul Nasir Ansari ◽  
Mohd Azhar ◽  
Mohd Ashraf Ali
Keyword(s):  
Human Resource Development ◽  
Structural Equation ◽  
Employee Performance ◽  
Strong Relationship ◽  
Training And Development ◽  
Theoretical Explanation ◽  
Tourism Industry ◽  
Travel And Tourism ◽  
Different Dimensions ◽  
Travel Industry

The aim of this paper is to explore the influence of training and development on employee’s performance through different dimensions. Moreover, this study proposes a model in the area of human resource development to be used for testing and improving the performance of employees in the Indian travel and tourism sector. An integrated model was developed highlighting the relationship between the training and development and employee performance. Using the sample of 146 employees, structural equation modelling (SEM) was employed to validate the hypothesized relationship by evaluating the responses of employees working in the Indian travel agencies. The findings of this study demonstrate a strong relationship between training and development and employee performance in the travel industry and also can be used by managers and HR professionals for organizing exclusive training programs for improving employee's performance based on the dimensions used in this paper. The present study provides an empirical and theoretical explanation of different dimensions associated with training and development and employee performance, especially in the Indian tourism industry.

scholarly journals Exploring Innovative Marketing Opportunities for Halal Entrepreneurs in Hospitality and Tourism Industry

2021 ◽  
Vol 124 ◽  
pp. 10001
Author(s):  
Mohamed Battour ◽  
Mohamed Salaheldeen ◽  
Khalid Mady
Keyword(s):  
Business Models ◽  
Tourism Industry ◽  
Tourism Product ◽  
Innovation And Technology ◽  
Hospitality And Tourism ◽  
Hospitality And Tourism Industry

Innovation is essential for long-term competitiveness of firms. The lack of innovation can reduce the competitiveness of firms in the hospitality and tourism industry. Therefore, Halal entrepreneurs in the Halal travel market must prepare for a future led by innovation and technology and to build scalable, digitally enabled business models. There are many innovative opportunities that can be translated into Halal tourism product/services for Muslim and non-Muslim travellers. Some aspects of Halal travel may also satisfy the demands of the non-Muslim market. The paper discusses seven innovative opportunities that could be exploited by Halal entrepreneurs in the hospitality and tourism market. The findings are useful for entrepreneurs to develop Halal products and services for Muslim and non-Muslim travellers.

scholarly journals FEATURES OF DEVELOPMENT OF TOURISM IN GEORGIA AS AN INDUSTRY CONTRIBUTING TO ECONOMIC GROWTH OF THE COUNTRY

2019 ◽  
Vol 29 (2) ◽  
pp. 279-289
Author(s):  
L.V. Detochenko
Keyword(s):  
Economic Growth ◽  
Gross Domestic Product ◽  
Tourism Industry ◽  
Gdp Per Capita ◽  
Tourist Destinations ◽  
Transport Component ◽  
Tourist Flows ◽  
Per Capita ◽  
The Republic

The role and place of the tourism industry in the economic complex of Georgia are considered; the conclusion is made about the “tourist miracle” taking place in the country, which is a factor of the economic growth of the republic. The differences between the concepts of “foreign visitors” and “foreign tourists” are presented. The increase in the contribution of the tourism industry and related industries involved in the tourism industry in the creation of the gross domestic product of the country, its impact on the growth of the Georgian budget and GDP per capita, the average monthly wage is shown. The conclusion about the need to increase the share of medium and long-term tourists among foreign visitors and tourists in the country is justified. The problems of the return of tourists, the long-term stay in Georgia, the differences of the countries-generators of tourist flows by these indicators have been studied. The changes in work and the prospects of various types of transport for the delivery of tourists to Georgia are analyzed, the measures to improve the tourist transport component are proposed. The correlation between the number of tourist arrivals and the average cost of tourists visiting Georgia from different countries is shown and the economic profitability of attracting Russian tourists, capable of filling all the tourist destinations of the country, contributing to the “tourist miracle” of Georgia is considered.

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