Strategic approach to spiritual tourism destination branding development among millennials

2021 ◽  
pp. 231-251
Author(s):  
Ann Suwaree Ashton
Keyword(s):  
Tourism Destination ◽  
Destination Branding ◽  
Strategic Approach ◽  
Spiritual Tourism

Tourists’ views on Islamic spiritual tours (case study: Yazd, Iran)

2019 ◽  
Vol 10 (1) ◽  
pp. 323-335 ◽  
Author(s):  
Seyed Reza Bahadori ◽  
Neda Torabi Farsani ◽  
Zahed Shafiei
Keyword(s):  
Design Methodology ◽  
Quantitative Method ◽  
Cultural Tourism ◽  
Research Paper ◽  
Tourism Destination ◽  
Content Type ◽  
Spiritual Tourism ◽  
Yazd City

Purpose Spiritual tourism is a niche tourism studied under cultural tourism. Religious events play an important role in attracting spiritual tourists. This paper aims to highlight the introduction of Yazd city (Iran) as a new spiritual tourism destination with emphasis on Shiite religious events and rituals. This research has the following three major purposes to assess the motivation of international tourists for participating in spiritual tours, examine the attitude of tourists towards spiritual tourism activities and investigate the effect on international tourists’ perceptions and views of spiritual tours organized in the Muharram and Ashura events. Design/methodology/approach This study was conducted in Yazd, Iran. Data for this study were collected through a questionnaire which was distributed in organized spiritual tours during the Muharram and Ashura events. A quantitative method was used and the data were analyzed using SPSS tools. Findings On the basis of the results of this study, it can be concluded that international tourists are interested in spiritual tourism activities and attractions in Yazd city, and spiritual tours can be a strategy against Islamophobia. Originality/value This research paper investigated the attitude of tourists to spiritual tourism activities and the effect on international tourists’ perceptions and views of spiritual tours organized in the Muharram and Ashura as the most important events in Shiite culture.

scholarly journals Comprehending Determinants of Demand: Zimbabwe Tourism Destination Scenario

2015 ◽  
Vol 1 (2) ◽  
pp. 24
Author(s):  
Farai Chigora ◽  
Clever Vutete
Keyword(s):  
Qualitative Research ◽  
Research Design ◽  
Quantitative Research ◽  
Tourism Industry ◽  
Disposable Income ◽  
Tourism Destination ◽  
Destination Branding ◽  
Qualitative Research Design ◽  
Main Determinants ◽  
Depth Interviews

<p>The study investigated on the most dominant determinants of tourism consumption in Zimbabwe tourism destination. The research design was a QUAL to QUAN sequential mixed method starting with a qualitative research design followed by quantitative research. The qualitative research helped in getting the main determinants of demand using in-depth interviews from managers and experts in the tourism industry. The agreed determinants include disposable income, demographic changes, change in taste and preferences, religion dynamics, globalization, marketing and advertisement, customer knowledge, destination branding, social networks, destination’s own price, price of other destinations and media propaganda. These where then tested for their dominance in the accommodation, travel and resort sectors in Zimbabwe through a quantitative design. The results showed that the most controlling determinants of tourism demand in these three sectors include destination’s own prices, level of disposable income, social network discussions, media propaganda, marketing and advertising. The study recommended a low pricing strategy, extensive marketing and utilization of e-resources in marketing.</p>

scholarly journals Realigning Value Chain Concept towards Destination Branding: Zimbabwe Tourism Destination Reality

2015 ◽  
Vol 3 (2) ◽  
pp. 34
Author(s):  
Farai Chigora ◽  
Promise Zvavahera
Keyword(s):  
Human Resources ◽  
Natural Resources ◽  
Brand Equity ◽  
Value Chain ◽  
Local People ◽  
Chain Model ◽  
Sustainable Competitive Advantage ◽  
Tourism Destination ◽  
Sustainable Practices ◽  
Destination Branding

The study analysed the value chain model that was used to analyse the sustainable competitive advantage of manufacturing businesses by Porter in 1985. The processes of the model which are both primary and secondary variables were matched and compared to the tourism destination processes. This was done in order to design a specific value chain model that can be used by a tourism destination so as to improve brand equity. The study therefore analysed Zimbabwe as a tourism destination which needs to improve its brand equity through an effective tourism value chain. The study used a sequential mixed method in order to establish data from respondents. It started with a qualitative design whereby by Zimbabwe tourism destination processes were established through in-depth interviews from various experts in the industry. The identified variables were local people, natural resources and destination marketers. Also the respondents agreed that the secondary factors for a Zimbabwe tourism destination value chain include finance, skilled human resources, infrastructure, sustainable practices and global partnerships. The relationship of Zimbabwe tourism destination variables to Porter’s primary value chain activities were identified through a quantitative design using survey questionnaires. The results of the study showed that the inbound logistics is related to local people, operations to natural resources and outbound logistics to destination marketers. The study recommended a value chain model specifically for tourism destinations that comprise of local people, natural resources and destination marketers as the primary activities. An effective mix of the tourism primary factors and secondary factors (finance, infrastructure, skilled human resources, sustainable practices and global partners) will lead to improved brand equity for the Zimbabwe tourism destination.

scholarly journals GASTRONOMY TOURISM AND DESTINATION BRANDING: THE STUDY OF MICHELIN-STARRED RESTAURANTS IN CROATIA

2020 ◽  
pp. 211-225
Author(s):  
Matea Hanžek ◽  
◽  
Gordi Sušić ◽  
Keyword(s):  
Qualitative Research ◽  
Tourism Destination ◽  
Destination Branding ◽  
The World ◽  
Destination Attractiveness

This paper explores the role of Michelin-starred restaurants and their chefs as change-makers and advocates of successful gastronomy tourism destination branding in Croatia. In this qualitative research, in-depth surveys were conducted with all of the seven chefs of Michelin-starred restaurants in Croatia. These restaurants are: Draga di Lovrana, Boškinac, Monte, Pelegrini, LD Restaurant and 360° located in Zagreb, Lovran, Novalja, Rovinj, Šibenik, Korčula and Dubrovnik. Results of research uncover whether and which are the significant forms of activities that Croatian Michelin-starred restaurants implement in order to enhance destination attractiveness and by that influence placing Croatia on the world gastronomy map, creating stronger gastronomy destination brands.

scholarly journals THE MANAGEMENT MODEL OF MASCETI PURA TEMPLE AREA IN BALI AS A SPIRITUAL TOURISM DESTINATION BASED ON LOCAL WISDOM

2021 ◽  
Vol 9 (2) ◽  
pp. 291-298
Author(s):  
I Gede Wirabuana Putra ◽  
Wayan Maba ◽  
I Ketut Widnyana ◽  
Anak Agung Ketut Sudiana
Keyword(s):  
Swot Analysis ◽  
Growth Strategy ◽  
Management Model ◽  
Tourism Destination ◽  
Community Attitudes ◽  
Perceptions And Attitudes ◽  
Spiritual Tourism ◽  
External Conditions ◽  
Qualitative Descriptive ◽  
Collection Methods

Research on the management model of the sacred area of ​​the Masceti temple as a spiritual tourism destination aims to identify the potential for tourism in the sacred area of ​​the Masceti temple to be developed into a spiritual tourism destination based on local wisdom, explore and study community attitudes, and formulate strategies for developing the sacred area of ​​the Masceti temple as a spiritual tourism destination. This research is a qualitative descriptive study with data collection methods through observation, interviews, questionnaires and documentation. The results showed that the sacred area of ​​Masceti temple has the potential for spiritual, cultural and natural tourism. Supporting facilities such as road access and additional services available in the area are included in the good category. The community's perceptions and attitudes agree with the development of the management of the sacred area of ​​the Masceti temple as a spiritual tourism destination based on local wisdom. Based on the I-E matrix, it is shown that the sacred area of ​​the Masceti temple has strong internal and external conditions. The strategy in accordance with these conditions is a growth strategy. The SWOT analysis resulted in the following alternatives a) finalizing the planning of the arrangement of the Masceti temple sacred area and implementing sustainable arrangement, b) arranging the place for selling souvenirs, culinary delights and arranging the parking area, c) improving supporting facilities and infrastructure such as toilets, landfills, yoga places, meditation, holy bathing and construction of Hindu dormitories

scholarly journals “Culture” a Panacea for Brand Survival: Feasibility Analysis of Zimbabwe Tourism Destination

2015 ◽  
Vol 3 (2) ◽  
pp. 45
Author(s):  
Farai Chigora ◽  
Promise Zvavahera
Keyword(s):  
Mixed Methods Research ◽  
Quantitative Research ◽  
Tourism Industry ◽  
Dress Code ◽  
Tourism Destination ◽  
Destination Branding ◽  
Qualitative Approaches ◽  
Global Tourism ◽  
Accommodation Sector ◽  
Tourism And Hospitality

The study investigated culture as one the strategies that can be used to enhance survival of Zimbabwe tourism brand. This is because like other African tourism destinations, Zimbabwe is rich in unique traditional culture but failing to improve its global tourism brand identity. The study was based on a mixed methods research design combining both quantitative and qualitative approaches in collecting data from respondents. The qualitative method was used to find out the most crucial variables that contribute to culture identity in Zimbabwe tourism destination. This was done through in-depth interviews with the experts and managers in the tourism industry. The responses showed that the most common sources of culture identity are beliefs and norms, national dress code, galleries and heritage, originality in values and language. These variables were then investigated on their effect to Zimbabwe tourism destination branding using survey questionnaires as quantitative research instruments. The respondents for the questionnaires were from the travel sector, accommodation sector, resorts, Ministry of Tourism and Hospitality, Zimbabwe Tourism Authority, Ministry of Culture and Ministry of Environment. The results of the study show that national dress code is the most important source for Zimbabwe tourism cultural branding followed by galleries and heritages and originality in values. The study therefore recommended these three as the most core source for branding Zimbabwe tourism destination using culture. The other variables which are language, beliefs and norms have been regarded as supporting cultural factors and a model was designed to show the relationships.

scholarly journals New Trends in Tourism Destination Branding by Means of Digital Marketing

2016 ◽  
Vol 2 (2) ◽  
pp. 139-146
Author(s):  
Natalija Parlov ◽  
Davor Perkov ◽  
Željko Sičaja
Keyword(s):  
Mental Image ◽  
Developed Countries ◽  
Digital Marketing ◽  
Digital Information ◽  
Tourism Destination ◽  
Economic Activities ◽  
Destination Branding ◽  
Tourism Sector ◽  
Market Communication ◽  
Marketing Activities

AbstractContemporary business is largely based on digital information. Traditional media forms lose battle in a new global surrounding. Therefore, knowing specific terminology and postulates of new conditions in the digital information market is essential. Globalization is an inevitable process overtaking all economic activities, including tourism sector intertwined with various advertising activities in order to place and sell its products and services. Digital marketing is thus more and more used. In that context, world tourism organizations and national tourist agencies play a role of communicator, trying to create desired mental image of a specific country as a tourism destination in the minds of final consumers. They use branding to make one country uniquely recognizable in the market. The aim of this paper is to present new trends in tourism destination branding process by using the means of digital marketing. The main purpose of this research was to analyse marketing activities and communication strategies of European countries, perceived as the largest tourism market, and compare them with the tourism promotion of Croatia in various markets. The results of the analysis of Croatian activities in promoting its tourism destinations imply there is still a large potential to improve implementation of digital marketing means by preparing the strategy of integrated market communication. The analysis of marketing activities of tourism developed countries shows trends in digital marketing that can serve as a model for development of Croatian tourism brand in global digital surrounding.

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