scholarly journals Analysis of Tourism Hotspot Behaviour Based on Geolocated Travel Blog Data: The Case of Qyer

2019 ◽  
Vol 8 (11) ◽  
pp. 493 ◽  
Author(s):  
Michael Kaufmann ◽  
Patrick Siegfried ◽  
Lukas Huck ◽  
Jürg Stettler
Keyword(s):  
Social Media ◽  
Target Group ◽  
Activity Level ◽  
Target Groups ◽  
Tourism Research ◽  
Tourism Management ◽  
Main Target ◽  
Marketing Activities ◽  
Travel Blog

We contribute a system design and a generalized formal methodology to segment tourists based on their geolocated blogging behaviour according to their interests in identified tourist hotspots. Thus, it is possible to identify and target groups that are possibly interested in alternative destinations to relieve overtourism. A pilot application in a case study of Chinese travel in Switzerland by analysing Qyer travel blog data demonstrates the potential of our method. Accordingly, we contribute four conclusions supported by empirical data. First, our method can enable discovery of plausible geographical distributions of tourist hotspots, which validates the plausibility of the data and its collection. Second, our method discovered statistically significant stochastic dependencies that meaningfully differentiate the observed user base, which demonstrates its value for segmentation. Furthermore, the case study contributes two practical insights for tourism management. Third, Chinese independent travellers, which are the main target group of Qyer, are mainly interested in the discovered travel hotspots, similar to tourists on packaged tours, but also show interest in alternative places. Fourth, the proposed user segmentation revealed two clusters based on users’ social media activity level. For tourism research, users within the second cluster are of interest, which are defined by two segmentation attributes: they blogged about more than just one location, and they have followers. These tourists are significantly more likely to be interested in alternative destinations out of the hotspot axis. Knowing this can help define a target group for marketing activities to promote alternative destinations.

Teritoriální marketing v inovativních městech: Případová studie města graz

2021 ◽  
Author(s):  
Viktorie Klímová ◽  
Lucie Herbočková
Keyword(s):  
Social Networks ◽  
Inner City ◽  
Large City ◽  
City Marketing ◽  
Target Groups ◽  
Main Target ◽  
Marketing Activities ◽  
The City ◽  
Desk Research

The paper deals with the issue of city marketing. By its nature, this topic is gaining importance worldwide, especially in the practical sphere. The aim of the article is to demonstrate the implementation of marketing activities on the example of a large city, which is considered modern, open, environmentally friendly, and at the same time well-developed. The city of Graz in Austria was chosen for this case study. For this purpose, in-depth desk research was carried out. The city of Graz does not have an explicitly defined marketing strategy, but how it wants to present itself can be deduced from the Smart city strategy. The implementation of marketing activities is entrusted primarily to the municipal company Holding Graz. The main target groups include visitors, residents and businesses. Most of the marketing activities relate to the promotion of the inner city. Graz uses modern marketing tools such as websites, social networks, influencers and events. The city company MCG Graz focuses on organizing events at seven different locations in Graz.

scholarly journals Detecting and Facing Information Demand for New Target Groups such as Start-up Founders – A Case Study at the WHU Library

2019 ◽  
Vol 43 (1) ◽  
pp. 216-222
Author(s):  
Ragna Seidler-de Alwis ◽  
Julia Grefkes
Keyword(s):  
Applied Sciences ◽  
Information Science ◽  
Target Group ◽  
Specific Information ◽  
Target Groups ◽  
Information Demand ◽  
Start Up ◽  
University Of Applied Sciences ◽  
The Status

AbstractFuture oriented libraries can make use of the current start-up trend. An orientation towards new and unorthodox target groups can lead to an enhanced extension of demand and can emphasize the status of libraries. The library of the WHU – Otto Beisheim School of Management is considering to involve a new target group, start-up founders amongst their alumni. To that end, a survey was carried out and evaluated in cooperation with the Institute of Information Science at the TH Köln – University of Applied Sciences in form of a bachelor thesis, which this article is based upon. Here, a structured pre-analysis tries to determine the demand of this specific target group (founders) and develops a concept to serve the demand of this target group specifically. The example of the case study illustrates a method for target groups specific information demand and also checks the consequences for libraries and their services who venture out of their regular clientele.

Spatial resources in the development of tourism destinations (case study Kvarner)

2014 ◽  
Vol 20 (1) ◽  
pp. 29-43
Author(s):  
Marinela Krstinić Nižić
Keyword(s):  
Sustainable Development ◽  
Space Environment ◽  
Target Groups ◽  
Tourism Management ◽  
Development Methodology ◽  
Natural Factors ◽  
Spatial Alignment ◽  
Spatial Resources ◽  
Tourist Region

Purpose – This paper studies the problems and specific issues related to tourism and coastal urbanism, namely through an analysis of the tourist's, the resident’s and tourism management's evaluation of the elements of the tourist offer related to space, environment and sustainable development in the tourist region of Kvarner (Croatia). Design - The strategic guidelines for tourism development must be based on the principles of sustainable development, that is, on a balanced relation between the economic, physical, environmental and social factors of development. This includes the preservation of urban and spatial alignment and overall development. Methodology / Approach – Empirical research was conducted using a sophisticated questionnaire adapted to each target group (tourists, residents, tourism management), printed in Croatian, English, German and Italian. A Likert scale with both open- and closed ended questions was used, ranging from 1(worst) to 7 (best). The latter part of the questionnaire evaluated 37 tourism offer elements. The collected questionnaires were encrypted and statistically analysed. The method of one-to-one interviewing was mostly used in gathering data, although the questionnaire was self-administered by respondents in a small number of cases. Findings – It is indicative that tourists (5.79) have, on the average, rated the elements of the tourism offering with a higher score than residents (5.31), while the score given by tourism management is somewhere in between (5.61). This suggests that residents are more critical, but also more aware, of the need for improvement in all elements of the tourism offering. Priority is given to the natural factors (5.56). These results indicate that all target groups agree that natural factors - space, resources and the environment- must be protected. Originality of the research – This study provides reliable and actual basic quantitative and qualitative information about the attitudes of tourists, residents and tourism management toward the tourism offer of Kvarner and its destinations.

scholarly journals Testing music selection automation possibilities for video ads

2017 ◽  
Vol 12 (3) ◽  
pp. 431-442
Author(s):  
Oliver Wiesener
Keyword(s):  
Social Media ◽  
Visual Attention ◽  
Selection Process ◽  
Target Group ◽  
Target Groups ◽  
Second Screen ◽  
Music Selection ◽  
Audio Channel ◽  
Social Media Platforms

AbstractThe importance of video ads on social media platforms can be measured by the number of views. For instance, Samsung’s commercial ad for one of its new smartphones reached more than 46 million viewers at Youtube. Video ads address users both visually and aurally. Often, the visual sense is engaged by users focusing on other screens, rather than on the screen with the video ad, which is referred to as the second screen syndrome. Therefore, the importance of the audio channel seems to gain more importance. To get back the visual attention of users that are deflected from other visual impulses it appears reasonable to adapt the music to the target group. Additionally, it appears useful to adapt the music to the content of the video. Thus, the overall success of a video ad could be improved by increasing the attention of the users. Humans typically decide which music is to be used in a video ad. If there is a correlation between music, products and target groups, a digitization of the music selection process appears to be possible. Since the digitization progress in the music sector is currently mainly focused on music composing this article strives for taking a first step towards the digitization of the music selection.

scholarly journals Putting people in the proper position on policy process in rural area: A deliberation and empowerment process in village level of Indonesia

2020 ◽  
Vol 86 ◽  
pp. 01046
Author(s):  
Sukarso ◽  
Swastha Dharma ◽  
Niken Paramarti Dasuki
Keyword(s):  
Policy Process ◽  
Target Group ◽  
Group Discussions ◽  
Target Groups ◽  
Proper Position ◽  
Policy Model ◽  
Study Approach ◽  
Bargaining Position ◽  
Empowerment Model

In public policy discourse, especially the classic one, the position of society as a policy target group is often, therefore, an object of policy even in some contemporary references. The position as an object thus tends to be relatively weak compared to other positions. A top-down policy process tends to put people in a weak bargaining position. On the other hand, empowerment policies often define target groups as groups that seem to be independent and sterile from other groups. From this assumption, this study tries to formulate an empowerment model that can reposition the “target group” of the policy from objects to subjects, including redefining “target groups” into compliancers, say it is, it refers to a multi group who has to comply to the policy with deferent ways. The research method uses a case study approach with data collection techniques are in-depth interviews and focus group discussions. The results of the study get an empowerment policy model that is more deliberative and comprehensive than a partial one. This model is different from the existing models so far, both from the formulator, output, delivery system, and of course the “target group” of the policy.

scholarly journals Automated music selection of video ads

2017 ◽  
Vol 11 (1) ◽  
pp. 730-738
Author(s):  
Oliver Wiesener
Keyword(s):  
Social Media ◽  
Visual Attention ◽  
Selection Process ◽  
Target Group ◽  
Target Groups ◽  
Second Screen ◽  
Music Selection ◽  
Audio Channel ◽  
Social Media Platforms ◽  
Selection Of

Abstract The importance of video ads on social media platforms can be measured by views. For instance, Samsung’s commercial ad for one of its new smartphones reached more than 46 million viewers at Youtube. A video ad addresses the visual as well as the auditive sense of users. Often the visual sense is busy in the sense that users focus other screens than the screen with the video ad. This is called the second screen syndrome. Therefore, the importance of the audio channel seems to grow. To get back the visual attention of users that are deflected from other visual impulses it appears reasonable to adapt the music to the target group. Additionally, it appears useful to adapt the music to content of the video. Thus, the overall success of a video ad could by increased by increasing the attention of the users. Humans typically make the decision about the music of a video ad. If there is a correlation between music, products and target groups, a digitization of the music selection process seems to be possible. Since the digitization progress in the music sector is mainly focused on music composing this article strives for making a first step towards the digitization of the music selection.

scholarly journals Upaya Promosi Potensi Wisata Kota Denpasar Berbasis Media sosial

2018 ◽  
Vol 9 (2) ◽  
Author(s):  
Ni Wayan Rena Mariani ◽  
Anak Agung Gede Wijaya
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Digital Marketing ◽  
Tourist Attraction ◽  
Marketing Activities ◽  
Tourism Potential ◽  
Use Of Social Media ◽  
Marketing Methods ◽  
The City

Abstract - Marketing activities for tourism changes along with the development of the use of social media in the community. Traditional marketing methods that were used in marketing activities began to be shifted by digital marketing methods. One type of digital marketing method is social media marketing. Tourism official of denpasar cooperating with the Bali Tourism Board, and the Regional Tourism Promotion Agency uses social media in an effort to promote the tourism potencial of the city of Denpasar. The use of social media is very minimal in 2016 and 2017 to promote the tourism potential of the city of Denpasar. This Situation is not in line with the strategic plan of tourism official of Denpasar for 2011-2015 which states that promotion is carried out involving Information Technology. Mariani (2016) mentions that social media is very helpful in promoting a previously unknown tourist attraction into a favorite tourist attraction. When the use of social media that is very minimal by the manager, the promotion is declared successful. It is caused the strength of the content created by users of social media to introduce this attraction to other social media users. The purpose of this study is to find out the efforts made by the government in promoting tourism potential by utilizing social media. The research using quantitative and qualitative data. Quantitative data consist of number of posts, number of followers, number of likes. Qualitative data consist of social media content and data of interviews with sources. This research is a qualitative study with a case study approach. This research concludes that several social media-based promotion efforts have been carried out, namely greeting social media users through image and video content, inviting the public to attend certain tourism activities, involving social media users, and informing the calendar of events at the beginning of each month. Keywords: : Marketing, Tourism Destination, Social Media Abstrak – Kegiatan pemasaran tujuan wisata mengalami perubahan seiring dengan berkembangnya penggunaan media sosial di masyarakat. Metode pemasaran Tradisional yang dulu digunakan dalam kegiatan pemasaran mulai digeser oleh metode pemasaran digital. Salah satu jenis metode pemasaran digital adalah Pemasaran media sosial. Dinas Pariwisata Denpasar bekerja sama dengan Bali Tourism Board, dan Badan Promosi Pariwisata Daerah menggunakan media sosial dalam upaya untuk mempromosikan potensi wisata kota Denpasar. Pemanfaatan media sosial yang sangat minim pada tahun 2016 dan 2017 untuk mempromosikan potensi wisata kota denpasar tidak sejalan dengan Rencana strategis satuan kerja perangkat daerah dinas pariwisata kota denpasar Tahun 2011-2015 yang menyebutkan bahwa promosi dilaksanakan dengan melibatkan Teknologi Informasi. Mariani (2016) menyebutkan bahwa media sosial sangat membantu promosi sebuah objek wisata yang sebelumnya tidak dikenal menjadi sebuah objek wisata yang ramai dikunjungi. Dengan pemanfaatan media sosial yang sangat minim oleh pengelola, promosi dinyatakan berhasil. Hal ini disebabkan kekuatan content yang dibuat oleh para pengguna media sosial untuk memperkenalkan objek wisata ini kepada pengguna media sosial yang lain. Tujuan penelitian ini adalah untuk mengetahui upaya-upaya yang dilakukan pemerintah dalam mempromosikan potensi wisata dengan memanfaatkan media sosial. Data penelitian yang digunakan adalah data kuantitatif dan kuliatatif. Data kuantitatif yang digunakan adalah jumlah posting, jumlah follower,jumlah likes. Data kualitatif berupa konten media sosial dan hasil wawancara dengannarasumber. Penelitian ini merupakan merupakan penelitian kualitatif dengan pendekatan case study. Penelitian ini menyimpulkan bahwa beberapa upaya promosi berbasis media sosial telah dilakukan yaitu menyapa pengguna media sosial melalui content gambar dan video, mengundang masyarakat untuk hadir dalam kegiataan wisata tertentu, melibatkan masyarakat pengguna media sosial, dan menginformasikan calender of event disetiap awal bulan. Kata kunci: Pemasaran, Destinasi Wisata, Media Sosial

scholarly journals Effect of the COVID-19 global pandemic on tourists’ preferences and marketing mix of accommodation facilities – case study from Czech Republic

2021 ◽  
Vol 92 ◽  
pp. 01009
Author(s):  
Radim Dušek ◽  
Nikola Sagapova
Keyword(s):  
Czech Republic ◽  
Value Added ◽  
Marketing Mix ◽  
Target Group ◽  
The Czech Republic ◽  
Global Pandemic ◽  
Summer Holiday ◽  
Main Target ◽  
Tourism And Hospitality

Research background: Two related effects of the COVID-19 global pandemic on tourism and hospitality in the Czech Republic are already evident for the upcoming summer months. In the first place, it is the effect on the Czech tourists’ preferences. The pandemic forced them to reconsider their plans and, as a result, it is evident that more tourists will spend summer only in the Czech Republic. This change in preferences is connected with a second effect, concerning the strategies of the domestic accommodation facilities - their managers should adapt marketing mix to meet the demand of Czech clients, because unlike the previous years, these tourists will become their main target group. Purpose of the article: The aim of the paper is to identify the preferences for summer holiday in 2020 of the Czech tourists who have decided to spend summer holiday only in the Czech Republic because of the COVID-19 global pandemic as well as to find out their wants in terms of accommodation facilities’ marketing mix. Methods: During spring 2020, a survey of 637 respondents was conducted to determine the preferences of the Czech tourists for summer holiday in 2020. This paper is focused on the analysis of data from respondents who decided to spend this year’s summer holiday only in the Czech Republic (a total of 202 respondents). Findings & Value added: Based on the results, we will define findings for accommodation facilities regarding the possible update of marketing mix to meet the actual demand of Czech tourists.

‘You’re Against Dawla, But You’re Listening to Their Nasheeds?’ Appropriating Jihadi Audiovisualities in the Online Streetwork Project Jamal Al-Khatib–My Path!

2020 ◽  
pp. 222-246
Author(s):  
Rami Ali ◽  
Džemal Šibljaković ◽  
Felix Lippe ◽  
Ulrich Neuburg ◽  
Florian Neuburg
Keyword(s):  
Social Media ◽  
Social Work ◽  
Content Management ◽  
Peer To Peer ◽  
Target Group ◽  
Film Production ◽  
Fictional Character ◽  
Target Groups ◽  
Islamic Studies ◽  
Social Media Platforms

“Jamal al-Khatib” is a participatory project in the field of P/CVE, which aims at delivering alternative narratives to adolescents via digital youthwork. The target groups are youngsters who either sympathize with jihadi propaganda online, or are vulnerable to online recruitment efforts. The project was initiated by a former in prison whose intention, after he extricated himself from the jihadi scene, was to prevent other youngsters from repeating his mistakes. Besides professionals from various backgrounds reaching from social work and Islamic studies to film production and digital content management, the team consists of adolescents who either dropped out of the jihadi scene or proved to be resilient against recruitment efforts of jihadi online actors. According to the project’s peer-to-peer approach, their experiences form the basis for the campaign’s contents. Resorting to the method narrative biography-work, videos featuring alternatives to jihadist propaganda are produced. A lot of effort is put into adapting to the audiovisual appearance of IS propaganda. The videos are posted on different social media platforms, delivered to the target group via the fictional character “Jamal al-Khatib” and discussed in the course of online street work. Evaluation demonstrates that the project was successful in attracting a hard-to-reach target group online.

scholarly journals THE IMPORTANCE OF DIGITAL MARKETING FOR WINERIES AND DEVELOPMENT OF WINE TOURISM: CASE STUDY OF SERBIA

2020 ◽  
pp. 241-251
Author(s):  
Tatjana Pivac ◽  
◽  
Mirjana Maksimović ◽  
Ivana Blešić ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Wine Tourism ◽  
Social Media Platforms ◽  
Marketing Activities ◽  
Structured Questionnaire

The wineries recognized the increasingly important role of digital marketing as a valuable and appropriate tool to reach consumers. Wineries owners need to learn to use and apply social media in their marketing activities, as well as which activities are most effective for their needs. This paper intends to provide a brief analysis of digital wine marketing and social media marketing contributions for the wineries to increase brand awareness, sales, and development. The purpose of this research is to investigate social media adoption and engagement amongst wineries and more importantly to understand the activities they use to interact with consumers on social media platforms. For the purpose of this paper, a structured questionnaire was created. The authors wanted to examine to what extent the wineries are familiar with digital marketing and how much they use it in their own business. The study included 50 wineries across Serbia. Serbian wineries need to be more competitive on the tourist market and understand better the mode of functioning of different systems. The results show that Facebook and Instagram are the main platforms that wineries use to engage with consumers.

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