scholarly journals Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe

2019 ◽  
Vol 11 (22) ◽  
pp. 6466 ◽  
Author(s):  
Arminda Almeida-Santana ◽  
Sergio Moreno-Gil
Keyword(s):  
Sustainable Management ◽  
Cultural Background ◽  
Marketing Strategies ◽  
Destination Image ◽  
Destination Marketing ◽  
Behavioral Characteristics ◽  
Sociodemographic Characteristics ◽  
Logit Analysis ◽  
Tourism Activity

There is currently a growing concern about the consequences of tourism activity on the environment. In this regards, sustainable management is understood as a key element that can help destination marketing organizations (DMOs) to improve a tourist destination’s competitiveness. This study provides some clues about the best way to develop the image and branding of a destination using the concept of sustainable image. Through an analysis of 28,947 tourists from 18 European countries, this paper studies what sociodemographic, cultural, and behavioral characteristics of tourists influence their perception of sustainable destination. The results of the binomial logit analysis show that destination primary and secondary images, motivations, cultural background of tourists, and sociodemographic characteristics are determinant factors explaining the perception of sustainable destination image (SDI). Thus, the fundamental role of segmentation to positioning a destination as a sustainable destination is suggested. The study provides interesting recommendations for DMOs in order to be able to design better marketing strategies focused on destination image.

Perception of Inbound Tour Operators of India Towards Marketing Strategies of Ministry of Tourism

2019 ◽  
pp. 166-183
Author(s):  
S. S. Boora ◽  
Kusum ◽  
Megha Gupta
Keyword(s):  
Local Level ◽  
Marketing Strategies ◽  
Destination Image ◽  
Destination Marketing ◽  
Global Level ◽  
Tourist Destination ◽  
Planning Stage ◽  
Tourism Product ◽  
Key Stakeholders

With the increase in travel frequency at global level, destinations compete with each other to attract tourists. The tourists have a vast array of destinations to choose from. The destinations compete at global as well as regional level. These developments in tourism bring forth the importance of marketing for a destination. The destination marketing is generally undertaken by destination marketing organizations (DMOs) which operate at national, regional as well as local level in a country. In context of India, MOT (Ministry of Tourism, Government of India) undertakes the role of a DMO and is responsible for formulation and implementation of marketing strategies to promote India as a destination at global level. Further, it is imperative to understand the perception of other stakeholder about the marketing strategies of MOT in order to recognize the effectiveness of its marketing efforts. Being co-creator of destination image, inbound tour operators are considered as the key stakeholders at the destination. The objective of this chapter is to understand the perception Indian inbound tour operators towards the marketing strategies carried out by MOT. The data for the study was collected through structured questionnaire. The findings of the study indicated that inbound tour operators perceived marketing plans adopted by Ministry of tourism were effective to position India as a tourist destination at global level. At planning stage of strategy making for promoting India as tourist destination, MOT does not seek the opinion of inbound tour operators. It is suggested that MOT should involve inbound tour operators for drawing the marketing strategies for India as they are key seller for the tourism product.

Instagram Influencers in Social Media-Induced Tourism

2021 ◽  
pp. 135-144
Author(s):  
Rizalniyani Abdul Razak ◽  
Nur Aliah Mansor
Keyword(s):  
Social Media ◽  
Conceptual Framework ◽  
Destination Image ◽  
User Generated Content ◽  
Future Research ◽  
Destination Marketing ◽  
Media Content ◽  
Persuasive Messages ◽  
Destination Brand

Social media-induced tourism happens when a traveller visits a destination/attraction after being exposed to certain social media content. A user-generated content (UGC) provider, such as a social media influencer, has been identified as the initial motivator in social media-induced tourism. Social media influencers generate persuasive messages for their followers and are typically sources of credibility. In destination marketing and tourism destination studies, the UGC of social media influencers is significantly related to the destination image, destination brand, tourist trust, and tourist expectations. Of particular interest for Instagram influencers, this chapter proposes a conceptual framework to describe the role of the Instagram influencer in inducing his/her followers to travel and suggests a guide for future research.

scholarly journals YOUTUBE AS A DESTINATION MARKETING TOOL: A Canadian Content Analysis

2021 ◽  
Author(s):  
Carly Sugar
Keyword(s):  
Content Analysis ◽  
Marketing Strategies ◽  
Destination Image ◽  
Analysis Approach ◽  
Destination Marketing ◽  
Clear Indication ◽  
Sample Group ◽  
Coding Schemes ◽  
Lack Of Information ◽  
Marketing Tool

This study investigated the adoption and usage of YouTube as a destination marketing tool amongst Canadian destination marketing organizations [DMOs]. A content analysis approach was employed to analyze a sample group of 1000 videos uploaded by five provinces and three major cities. Two coding schemes were developed in order to classify each video by their content and production. The findings of this study provides insight as to how DMOs are using YouTube to manage their destination image. Results indicate that there are variations between the marketing strategies of DMOs. This could be attributed to the lack of information on how to effectively use YouTube to market travel destinations. This study attempts to bridge these gaps, by providing a clear indication as to what type of content is generating the greatest engagement rate.

scholarly journals YOUTUBE AS A DESTINATION MARKETING TOOL: A Canadian Content Analysis

2021 ◽  
Author(s):  
Carly Sugar
Keyword(s):  
Content Analysis ◽  
Marketing Strategies ◽  
Destination Image ◽  
Analysis Approach ◽  
Destination Marketing ◽  
Clear Indication ◽  
Sample Group ◽  
Coding Schemes ◽  
Lack Of Information ◽  
Marketing Tool

This study investigated the adoption and usage of YouTube as a destination marketing tool amongst Canadian destination marketing organizations [DMOs]. A content analysis approach was employed to analyze a sample group of 1000 videos uploaded by five provinces and three major cities. Two coding schemes were developed in order to classify each video by their content and production. The findings of this study provides insight as to how DMOs are using YouTube to manage their destination image. Results indicate that there are variations between the marketing strategies of DMOs. This could be attributed to the lack of information on how to effectively use YouTube to market travel destinations. This study attempts to bridge these gaps, by providing a clear indication as to what type of content is generating the greatest engagement rate.

Post, Ergo Sum

2020 ◽  
pp. 120-141
Author(s):  
Anna D'Auria ◽  
Marco Tregua
Keyword(s):  
Social Media ◽  
Destination Image ◽  
Levels Of Analysis ◽  
Destination Marketing ◽  
Italian Region ◽  
Negative Image ◽  
Research Context ◽  
Multi Level ◽  
Theoretical Side

Social media launched a “tongue-in-cheek” trend taking a comic approach to state that Molise— an Italian region—doesn't exist; several reactions appeared online, since this discourse may affect the attractiveness and image of a territory. Therefore, this chapter aims to analyse the online actions and counteractions to describe the role of the actors and the modalities by which they reacted. Literature showed a growing interest in the ties among destination marketing, destination image and competitiveness, and social media. A multi-level approach has been chosen in identifying the actions and reactions of actors. Due to the research context, the authors performed a netnography and identified six categories of actors. On a theoretical side, the levels of analysis – macro, meso, and micro – are mutually influencing, as actions and reactions take place at various levels. On a practical side, the awareness of actors in understanding the need to support the territory represents a suggestion for policymakers, as they should engage in actions to combat the negative image of the region.

scholarly journals A Perception into Food Image and Revisit Intention for Local Cuisine from Foreign Tourist Perspective – The Case of Ho Chi Minh City – Vietnam

2019 ◽  
Vol 4 (2) ◽  
Author(s):  
Nguyen Thi Bich Dao
Keyword(s):  
Marketing Strategies ◽  
Destination Image ◽  
Destination Choice ◽  
Marketing Plan ◽  
Culinary Tourism ◽  
Tourist Behavior ◽  
Revisit Intention ◽  
Food Image ◽  
Insight Into

In culinary tourism, the perception into destination food image is the most important component for destination marketing plan. Therefore, the quantitative method was applied to confirm role of destination food image in Vietnam by analyze the tourist’s opinion on TripAdvisor. Moreover, to understand new insights into tourist behavior in the destination choice, the qualitative method explore the bidirectional causal relationship between the destination food image and perceived value that eventually contributes to revisit intention. The findings contribute to identify destination image theory value in tourism research, especially in the context of tourists’ local food experiences. Finally, this study provides insight into how to built destination food image, especially cognitive food image is extremely crucial and necessary when Vietnam intend to build an attractive food destination that perceived by tourist as well as the development of marketing strategies for culinary tourism in Vietnam.

scholarly journals SWOT Analysis of Marketing Strategies Applied by MTDC for Promotion of Maharashtra Tourism

2018 ◽  
Vol 13 (2) ◽  
pp. 79-95
Author(s):  
Harshada Satghare ◽  
Madhuri Sawant
Keyword(s):  
Swot Analysis ◽  
Tourism Development ◽  
Internet Marketing ◽  
Marketing Strategies ◽  
The Internet ◽  
Destination Marketing ◽  
Detailed Understanding ◽  
Destination Competitiveness ◽  
Development Corporation

With the increasing role of the Internet in Marketing, Destination Marketing Organisations (DMOs) are focusing on the application of the Internet in destination promotion activities. The present study aims to evaluate the application of Tourism Internet Marketing Strategies by Maharashtra Tourism Development Corporation (MTDC), India. Data Triangulation Method was used for detailed understanding of the phenomenon. Further, the researchers have provided a SWOT Analysis of these strategies, which would be helpful for destination planners and marketers in improving destination competitiveness.

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