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.

The “Hallyu” phenomenon: Utilizing tourism destination as product placement in K-POP culture

2019 ◽  
Vol 26 (4) ◽  
pp. 719-728 ◽  
Author(s):  
Joo Hwan Seo ◽  
Bumsoo Kim
Keyword(s):  
Marketing Strategy ◽  
Autoregressive Model ◽  
Pop Culture ◽  
Product Placement ◽  
Tourism Industry ◽  
Tourism Demand ◽  
Policy Makers ◽  
The Past ◽  
Joint Plan

This article examines the effect of the Korean pop culture phenomenon also known as “Hallyu” on the inbound tourism demand of Korea. “Hallyu” products are exported throughout Asia and have been growing over the past decade. Using a Bayesian autoregressive model, we empirically investigate the product placement effects of “Hallyu” explained by the parasocial theory of previous literature utilizing inbound tourist data and show that “Hallyu” effects are also present in the overall tourism industry of Korea. The study illustrates that product placement can be a powerful marketing strategy in the tourism industry and highlights its importance for policy makers in creating a comprehensive joint plan for the development of long-term 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 The Empirical Test on the Impact of Climate Volatility on Tourism Demand: A Case of Japanese Tourists Visiting Korea

2018 ◽  
Vol 10 (10) ◽  
pp. 3569
Author(s):  
Yun Hwang ◽  
Hyung Kim ◽  
Cheon Yu
Keyword(s):  
Empirical Test ◽  
Tourism Industry ◽  
Model Specification ◽  
Time Lags ◽  
Tourism Demand ◽  
Demand Model ◽  
Volatility Index ◽  
Tourism Resource ◽  
The Impact ◽  
The Relationship

As climate is not only a valuable tourism resource but also a factor influencing travel experience, estimating climate volatility has implications for sustainable development of the tourism industry. This study develops the Climate Volatility Index (CVI) using a Generalized Autoregressive Conditional Heteroscedasticity (GARCH) model and estimates the relationship between CVI and Japanese tourism demand in Korea, using a tourism demand model based on monthly data from January 2000 to December 2013. Possible time lags and multicollinearity among variables are considered for the model specification. The results show that an increase in climate volatility leads to a decrease in tourism demand.

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 PROMOTION AND QUALITY OF SERVICE WITH INTERESTS TO VISIT TOURIST OBJECTS: SISTEMATIC SEARCH

2020 ◽  
Vol 2 ◽  
pp. 3-7
Author(s):  
Nellyn Lutur
Keyword(s):  
Quality Of Service ◽  
Local Government ◽  
Service Quality ◽  
Marketing Strategy ◽  
Local Governments ◽  
Tourism Industry ◽  
Systematic Search ◽  
Stable Conditions ◽  
The Right

The aim of the research is the systematic search of promotion and quality of service with interest to visit tourist objects. This article is a systematic search that collects data from relevant indexed journals in Indonesia. These findings are discussed in a theoretical study so as to produce a conclusion. This article draws the conclusion that in the current era, the use of the right marketing strategy is very important because many new attractions are emerging as competitors. Applying the right marketing strategy will bring tourists and make tourists who have visited have an interest to visit again. The interest in revisiting is the encouragement of someone to carry out a visit to the destination that was visited. The regional tourism industry pays attention to the duties and functions of the promotion department and service quality in planning and implementing strategies that optimize a tourist interest. The quality of service within these institutions and local governments in the field of tourism is very closely related and has a strong influence on the tourism industry. There are promotion factors and service quality, connected with the interest of the local government in tourists visiting directly or indirectly, thus affecting the development of industries in the region. The attitude of the local government directly influences the visit of domestic and foreign tourists, then indirectly the situation and stable conditions in political, economic and security developments. The contribution of this research is to study theories about promotion and service quality with an interest in visiting tourist objects.

scholarly journals THE MARKETING STRATEGY FORMATION OF SOCIAL AND ECONOMIC INTEGRATION AND ADAPTATION OF INTERNALLY DISPLACED PEOPLE

2018 ◽  
Vol 1 (2(14)) ◽  
pp. 205-211
Author(s):  
Olga Vladimirovna Baluеva ◽  
Valentyna Ivanivna Tokareva ◽  
Elena Oskarovna Chuprina
Keyword(s):  
Marketing Strategy ◽  
Economic Integration ◽  
Local Level ◽  
Political Life ◽  
Demographic Development ◽  
Strategy Formation ◽  
Internally Displaced ◽  
Existing Problems ◽  
Raising Awareness ◽  
Displaced People

Urgency of the research. The formation and implementation of a modern policy for integration and adaptation of the IDPs, aimed at increasing their capacity at the local level, raising awareness on how to solve social and economic problems within host communities is very relevant. Target setting. The existing problems require the implementation of systemic strategic measures and coordinated information policy aimed at integrating the IDPs into the host society. Therefore, it is expedient to use strategic marketing in solving the problem of integration and adaptation of IDPs. Actual scientific researches and issues analysis. Scientific works by O. Balakireva, T. Doroniuk, E. Libanova, O. Malinovskaya and others highlight the problems of IDPs. Uninvestigated parts of general matters defining. The problem of integration and adaptation of IDPs in Ukraine contains a large number of unresolved issues. The research objective. The purpose of the article is to formulate conceptual bases of the marketing strategy of IDPs’ social and economic integration and adaptation, the basis of which are the current tendencies of the migration processes development, which is grounded on social marketing tools and has to correspond to the trends and goals of social and economic and demographic development of Ukraine. The statement of basic materials. The conceptual bases of marketing strategy formation of IDPs’ social and economic integration and adaptation as well as organizational and economic mechanism of its realization have been offered in the article. Attention is paid to the practical aspects of communication between actors of the strategy. Conclusions. The marketing strategy for IDPs’ social and economic integration and adaptation aims at: creating conditions for their full involvement in the economic, social, cultural and political life of host communities.

scholarly journals Through the Lens of Networks: Health Promotion Policy Implementation for the Elderly at the Local Level in Thailand

2021 ◽  
Author(s):  
◽  
Wimonmat Srichamroen
Keyword(s):  
Health Promotion ◽  
Policy Implementation ◽  
Local Level ◽  
The Elderly ◽  
Governance Structure ◽  
Network Governance ◽  
Influential Factors ◽  
Policy Outcomes ◽  
Administrative Authority ◽  
Promotion Policy

<p>The Thai government has included health promotion in its national policies and strategies to directly address the health of the elderly. Multiple government organisations at various levels are involved in this health promotion policy and its related efforts. With an emphasis on ensuring that the elderly in the community benefit from national health promotion policies, and have access to health promotion services, the policies directed government organisations to work together as a network to implement the health promotion policy for the elderly at the local level. The Local Administrative Organisations (LAOs), decentralised government organisations, acted as the centre of the networks in each sub-district across the country. Networks play a role as an essential mechanism in the health promotion policy implementation for the elderly and in reaching out to the smallest unit of the community: individual older people. However, there are known gaps in the functioning of the decentralised governance arrangements and in coordination between organisations to implement the health promotion policy. Policy implementation can be improved to ensure that key goals and objectives are met.   The objective of this research was to analyse the ways in which the LAOs and other government organisations together implement the health promotion policy for the elderly at the local level in Thailand. Using a network perspective, the governance structure and governance characteristics, including relationships and the functioning of the policy implementation network, are identified and analysed. How the observed network characteristics affect network collaboration, policy outcomes, and actors’ capacity in policy implementation are then explored.   Within an interpretivist perspective, the research employed multiple network analysis approaches and mixed methods data collection such as network mapping, non-participant observation, interviews, and questionnaire surveys, across two case study sites. A combination of thematic analysis and constant comparative methods were employed to analyse the data.  The networks in this study were found to have a hybrid governance form, being a combination of lead organisation-governed and shared governance. However, it is not possible to predict the likelihood of achieving good policy outcomes based on the form of network governance alone; other networks characteristics must also be studied. At the network level, influential factors indicative of policy outcomes were found to be the exchanges of political and cultural capitals between network actors, with the latter differentiating the policy outcomes across the two cases. To improve the network actors’ capacity in policy implementation, learning and resource exchanges between actors were found to be important. Based on the study findings, an intervention to improve policy outcomes should be encouraged through financial capital exchanges between network actors as this is when administrative authority is most dominant.   The research provides an empirical review to inform policymakers and practitioners that the most influential factors should be embedded during the funding process so that the policy implementation can better support health for the elderly and the aged society that Thailand is entering.</p>

scholarly journals Tourism observatories for monitoring MED destinations performance

Tourism ◽  
2020 ◽  
Vol 68 (4) ◽  
pp. 466-481
Author(s):  
Dario Bertocchi ◽  
Nicola Camatti ◽  
Jan Van der Borg
Keyword(s):  
Web 2.0 ◽  
European Commission ◽  
Local Level ◽  
Tourism Industry ◽  
Simulation Tool ◽  
The Creation ◽  
The Web

Following the precedent set by the Tourism Observatory (TO) run by the European Commission-DG GROW a few years ago, several initiatives have taken place to design and manage tourism observatories at both the transnational and local level. However, these initiatives do not yet seem able to provide adequate operational responses to the challenges that the Commission launched with the original TO. While the opportunities offered by the Web 2.0 still do not seem to have been sufficiently taken advantage of, such initiatives also have not yet developed suitable methodologies to operationally include the tourism industry in the studies and monitoring performed by the TOs. This work presents the lesion learnt from the ShapeTourism prototype including two different tools: an observatory with official and unofficial indicators, and a simulation tool to predict different scenarios and different sustainability levels, designed specifically to overcome the aforementioned limits. The prototype was tested in 2017 on the entire eligible area of ​​the 2014-2020 MED Programme covering 52 regions. The potentialities of this tool are shown through the creation on indicators, benchmarking and applications.

The future of travel

2020 ◽  
Author(s):  
Dr Simon Hudson
Keyword(s):  
Health And Safety ◽  
Tourism Industry ◽  
Lessons Learned ◽  
Travel And Tourism ◽  
The Future ◽  
The Subject ◽  
Travel Industry ◽  
And Behavior ◽  
The Impact ◽  
Global Travel

Most experts would agree that recovery from the COVID-19 crisis will be slow (see Figure 6.2), in large part due to the impact that the crisis has had on the global travel and tourism industry (Romei, 2020). Until there is vaccine, the virus will influence nearly every sector of travel from transportation, destination and resorts, to the accommodations, attractions, events and restaurants. The first section of this chapter looks at the future for these different sectors, a future heavily influenced by technology and a heightened emphasis on health and safety. The second part of the chapter focuses on a theme that has been prevalent in this book – the need for adaptability or ‘COVID-aptability’. Consumer demands and behavior will be permanently altered by the pandemic, and all stakeholders in the travel industry will need to adapt. One part of adaptability is redesigning servicescapes – a necessity for many after the lockdown, and this is the subject of the penultimate section of the chapter. The conclusion looks at lessons learned from this crisis.

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