Repositioning the Swellendam Municipal Area as a Tourist Destination: Trends, Destination Marketing and Place Branding

2021 ◽  
Vol 10 (10(5)) ◽  
pp. 1576-1590
Author(s):  
Ronnie Donaldson ◽  
Mariette Du Toit-Helmbold ◽  
Annareth Bolton
Keyword(s):  
Place Branding ◽  
Marketing Strategies ◽  
Online Questionnaire ◽  
Tourist Destination ◽  
Market Intelligence ◽  
Tourism Marketing ◽  
Development Framework ◽  
Interview Survey ◽  
Trade Route

In 2017 the Swellendam Tourism Bureau’s board adopted a new marketing brand for the municipality under the banner Cape Trade Route. The brand was introduced without using any market intelligence to inform it. The Swellendam Municipality subsequently resolved that any new tourism strategy had to be informed by current market research, including media, trade and industry sentiments about the region. This paper reports on five sets of empirical evidence collected by various means to better understand Swellendam’s tourism brand and marketing strategies. They are (1) workshops with business and community roleplayers; (2) an online questionnaire survey conducted with tourist-aligned enterprises in the Swellendam municipal area; (3) a content analysis of traditional and social media relating to Swellendam; (4) a visitor interview survey; and (5) a snap review of sixteen tour operators’ opinions about Swellendam as a tourism region. The findings highlight the crucial role of sound market intelligence in creating tourism marketing strategies for municipalities. The reported findings and the recommendations made have subsequently informed the municipality’s spatial development framework and tourism strategy.

scholarly journals A Cross-Destination Analysis of Country Image: A Key Factor of Tourism Marketing

2021 ◽  
Vol 13 (17) ◽  
pp. 9529
Author(s):  
Enrique Marinao-Artigas ◽  
Karla Barajas-Portas
Keyword(s):  
Structural Equations ◽  
Marketing Strategies ◽  
Country Image ◽  
Online Questionnaire ◽  
Convenience Sample ◽  
New Approach ◽  
Tourism Marketing ◽  
Visitor Satisfaction ◽  
Key Factor ◽  
Structural Equations Model

The purpose of this study is to check whether the image of a country can be configured by the interaction of cognitive and emotional experiences with the functional, hedonic, and symbolic benefits perceived by the visitor. It is intended to verify whether this multidimensional image facilitates the connection between people's familiarity with the country, its reputation, and their satisfaction. A non-probabilistic convenience sample has been used. An online questionnaire has been applied. In total, 1812 valid answers have been obtained. Through a structural equations model (SEM), the quantitative analysis has been developed. This study revealed that the country's image has a multidimensional configuration that positively connects people's familiarity with a country with its reputation and with visitor satisfaction. This proposed new approach to configure the image of a country based on its visitors can be a key tool for implementing destination marketing strategies.

The Role of Tour Operators in Destination Tourism Marketing in Malawi

2019 ◽  
pp. 295-321 ◽  
Author(s):  
James Malitoni Chilembwe ◽  
Victor Ronald Mweiwa ◽  
Elson Mankhomwa
Keyword(s):  
Business Environment ◽  
Marketing Strategies ◽  
Tourism Destination ◽  
Global Village ◽  
Tourism Marketing ◽  
Destination Competitiveness ◽  
Tourism Destinations ◽  
Travel Decision ◽  
Destination Management Organizations

Destination marketing is one of the tools used by tour operators to gain a tourism competitive advantage. Tourism is one of the biggest businesses in the global village. It is a business in a very competitive market environment that marketing tourism destinations cannot be done by destination management organizations (DMOs) alone but also intermediaries like tour operators. Marketing tourism destination nowadays is highly driven by technology which enhances tourists' destination knowledge prior to their visits. However, the downside of technology cannot be underestimated on the business environment. While there is a growing importance of technology usage which creates challenges for destination competitiveness, tour operators use their marketing strategies to help building positive destination images. These images are created to influence tourists' travel decision making and visits. This chapter, therefore, has examined the present tourism marketing strategies, activities, and approaches used by tour operators in creating positive images for tourism destination using 20 cases of Malawian tour operators.

The Role of Marketing Strategies in the Tourism Industry

2015 ◽  
pp. 174-194 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Consumer Behavior ◽  
Brand Management ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Strategic Marketing ◽  
Tourism Marketing ◽  
Marketing Performance ◽  
Business Goals ◽  
Oriented Approach

This chapter introduces the role of marketing strategies in the tourism industry, thus explaining the application overview of marketing strategies in the tourism industry in terms of the consumer-oriented approach, the competitor-oriented approach, and the trade-oriented approach; the characteristics of consumer behavior in the tourism industry; brand management in the tourism industry; and strategic marketing in the tourism industry. This chapter has explained a wide variety of marketing strategies and an interdisciplinary perspective of tourism marketing that encompasses the academic and practical areas to effectively understand the concept of tourism marketing. Tourism marketing keeps up with the dynamic evolutions and the demands of tourism industry in relation to the diversity of tourism marketing in modern organizations. Applying the marketing strategies will significantly enhance marketing performance and achieve business goals in the tourism industry.

scholarly journals Factors That Influence Virtual Tourism Holistic Image: The Moderating Role of Sense of Presence

2022 ◽  
Vol 14 (1) ◽  
pp. 467
Author(s):  
Ling-Long Tsai
Keyword(s):  
Virtual Reality ◽  
Immersive Virtual Reality ◽  
Research Subjects ◽  
Online Questionnaire ◽  
Tourism Marketing ◽  
Foreign Travel ◽  
Sense Of Presence ◽  
Virtual Tourism ◽  
Moderating Role

The COVID-19 pandemic has dramatically restricted domestic and foreign travel; thus, virtual tourism has become a new option for traveling. As regards virtual tourism, the present study seeks to investigate the effect of tourist involvement on the three components of holistic image, namely cognitive, affective, and conative images; the influence of cognitive, affective, and conative images on the construction of the holistic image; and the moderating effect of sense of presence on the relationships between cognitive, affective, and conative images on the holistic image. Prospective tourists were chosen as research subjects in the present study on non-immersive virtual reality (VR) tourism, or virtual tourism. Participants first watched the 360° VR tour video of AirPano. Afterward, they filled out an online questionnaire, of which 386 valid samples were collected for analyses. Results show that tourist involvement considerably affects cognitive, affective, and conative images, which significantly influence the holistic image. Furthermore, a sense of presence was found to positively moderate the relationships between (1) cognitive and holistic, (2) affective and holistic, and (3) conative and holistic images. These results may allow tourism marketing organizations to better understand how to strengthen the holistic image in the context of virtual tourism.

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.

Wine Terroir Commitment in the Development of a Wine Destination

2021 ◽  
pp. 193896552199308
Author(s):  
Roberta Capitello ◽  
Katia Laura Sidali ◽  
Günter Schamel
Keyword(s):  
Consumer Behavior ◽  
Latent Variables ◽  
Theoretical Framework ◽  
Place Of Residence ◽  
Tourist Destination ◽  
Marketing Literature ◽  
South Tyrol ◽  
Tourism Marketing ◽  
Wine Region

New conceptualizations propose the concept of terroir as referring to a place of distinctiveness that is able to create marketing value. However, the knowledge regarding the role of terroir in tourism marketing is still scarce. Specifically, the concept of resident commitment has received little attention in research on tourism marketing, and therefore there is a gap in knowledge on the components of resident commitment and the role it can play in the construction or renewal of a tourist destination. To fill this gap, the purpose of this study is to analyze the role of residents’ commitment in consideration of terroir as referring to both a winegrowing region and a place of residence. The study aims to determine how residents’ commitment interacts with the brand dimensions identified in the marketing literature and consumer behavior research. In our theoretical framework we presented the wine terroir commitment (WTC) as a multidimensional grassroots construct and we empirically verified it by conducting a survey in a wine region, the Eisacktal Valley in South Tyrol (Italy). The findings show that Terroir Identification and Terroir Loyalty are two important antecedents of WTC as they mediate the exogenous latent variables of Terroir Prestige, and Wine Involvement as well as Resident Commitment and Terroir Experience, respectively. In the conclusions, we derive some recommendations for scholars and practitioners.

scholarly journals The crucial role of market intelligence in the development of small business marketing capabilities

2020 ◽  
Vol 27 (5) ◽  
pp. 797-816
Author(s):  
Grace Carson ◽  
Christina O'Connor ◽  
Geoff Simmons
Keyword(s):  
Small Business ◽  
Small Businesses ◽  
Dynamic Capabilities ◽  
Marketing Strategies ◽  
Marketing Capabilities ◽  
Resource Based View ◽  
Content Type ◽  
Market Intelligence ◽  
The Relationship

PurposeDrawing on the resource-based view of the firm, this article explores the influences of market intelligence on the development of small business marketing capabilities, with reference to specialized marketing capabilities, architectural marketing capabilities and dynamic capabilities.Design/methodology/approachThe conceptual framework and propositions present and interpret the resource–capability complementarity between market intelligence and small business marketing capabilities and outline the relationship between individual capability sets.FindingsMarket intelligence is shown to be crucial in the development of small business marketing capabilities and in the implementation of more formalized marketing strategies that allow small businesses to create value for customers and improve their performance. However, the level to which market intelligence is utilized and marketing capabilities are developed is found to be considerably influenced by the small business owner-manager and firm learning.Practical implicationsIt is imperative that small businesses acknowledge the practical benefits of market intelligence and harness these advantages accordingly. However, owner-managers must be motivated to encourage the development of more formalized marketing capabilities and act incisively upon the information derived from market intelligence.Originality/valueRecent research indicates that market intelligence and marketing capabilities can interact to enable a firm to align its resources with the market, by providing customer insights that guide them as to which value-adding activities they should implement. However, extant research in this area remains in its infancy, and very little is known about the adoption processes of market intelligence in small businesses and its role in developing marketing capabilities.

The role of social embarrassment, sustainability, familiarity and perception of hygiene in second-hand clothing purchase experience

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Susana C. Silva ◽  
Ana Santos ◽  
Paulo Duarte ◽  
Božidar Vlačić
Keyword(s):  
Logistic Regression ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Previous Experience ◽  
Consumer Experience ◽  
Online Questionnaire ◽  
Content Type ◽  
Consumption Behavior ◽  
Binomial Logistic Regression

PurposeSecond-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence still has considerable room for improvement. Several studies have explored the main motivations that lead consumers to buy second-hand clothes (SHCs), but few have focused on the factors that prevent consumers from adopting this consumption behavior. Hence, this study aims to identify barriers through the differences in the perception of experienced and inexperienced consumers in SHC purchases.Design/methodology/approachData collected through an online questionnaire from 127 cases were analyzed using means comparison and binomial logistic regression.FindingsThe findings of this study revealed that having previous experience in purchasing SHCs influences consumers' perception of the barriers. The results also indicate that social embarrassment is the factor that most negatively influences the purchase of SHCs, as well as the consumers' lack of knowledge regarding the available channels.Originality/valueConsidering the importance of the SHC market and its potential, this study reveals what motivates and at the same time prevents consumers from acquiring SHCs. Original findings regarding the importance of channel familiarity and social embarrassment assist companies in defining their marketing strategies and enhancing the consumer experience in the purchase of SHCs.

“DON VALLEY” WINE-MAKING CLUSTER AS AN ENOGASTROTOURISM DEVELOPMENT SITE: SOCIO-CULTURAL COMPONENT

2020 ◽  
Author(s):  
Е.V. Pokazannik ◽  
Keyword(s):  
Project Management ◽  
Geographic Location ◽  
Tourist Destination ◽  
Wine Making ◽  
Rostov Region ◽  
Regional Cluster ◽  
Educational Programmes ◽  
Development Site ◽  
Cultural Component

“Don Valley” is more than a historic or geographic location, - it is an official name of a wine-making area, proposed by Rostov Region administration for consolidation of local wine-makers under the single mega-brand. Specialized regional cluster “Don Valley” is “an association of leading scientific, educational, industrial, engineering and innovative organizations and enterprises of the Rostov region, operating in the following areas: wine-making, manufacturing of components for wineries, scientific-research and educational programmes, development of retail infrastructure, promotion of wine-tasting and gastronomic tourism, and viniculture”3. The creators of the cluster official web-site declare “Made on the Don” brand communication as their primary goal, along with promotion of wine in the region. The article reviews the specifics of Don region from a standpoint of its attractiveness as a tourist destination. The mandatory components are named that together with the enogastronomic sphere can contribute to the growth of demand for tourist routes of various content and duration. The key role of cultural and historic component in successful promotion of the Don winemaking in the tourism market is emphasized. It is noted that enogastrotourism can be developed successfully in Don region through socio-cultural project management based on the thorough analysis of specifics of the region as a whole and its individual components affecting the marketing and advertising solutions.

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