scholarly journals Attitudinal and Behavioural Loyalty: Zimbabwe Tourism Brand Performance Ascendancy

2016 ◽  
Vol 3 (2) ◽  
pp. 52
Author(s):  
Farai Chigora ◽  
Promise Zvavahera
Keyword(s):  
Brand Loyalty ◽  
Personal Experience ◽  
Mixed Methods Research ◽  
Word Of Mouth ◽  
Tourism Industry ◽  
Brand Performance ◽  
Sequential Mixed Methods ◽  
Attitudinal Effects ◽  
Accommodation Sector ◽  
To Come

The study investigated the most common sources of brand loyalty in Zimbabwe’s tourism destination. This was based on two dominant sources of brand loyalty which are attitudinal and behavioural loyalty. The main reason for the study was that Zimbabwe’s tourism brand is underperforming due to various socio-economic and political factors such that authorities should know on the most prevailing source of brand loyalty. This helps in formulating strategies that turn either attitudinal or behavioural loyalty to better Zimbabwe tourism brand performance. The study used a sequential mixed methods research design which is a combination of both qualitative and quantitative approaches. In-depth interviews were carried out with various experts from the tourism industry in order to come up with the common sources of tourist loyalty in Zimbabwe. The identified variables were personal experience, general perception, media propaganda, word of mouth reference and speculations. These variables were then investigated as sources of brand loyalty through survey questionnaires that were distributed in the Zimbabwe tourism accommodation sector and resorts. The results showed that the most effective source of brand loyalty is media propaganda followed by word of mouth reference then speculation, personal experience and general perception. The most common sources have been classified as attitudinal effects and that study recommended effective media publicity management, sponsored familarisation tours and tourism brand showcasing partnerships at both regional and international levels.

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 International Host Communities: A Positioning Platform for Zimbabwe Tourism Brand

2015 ◽  
Vol 3 (2) ◽  
pp. 70
Author(s):  
Farai Chigora ◽  
Promise Zvavahera
Keyword(s):  
Mixed Methods Research ◽  
Quantitative Research ◽  
Tourism Industry ◽  
Brand Performance ◽  
Tourism Destination ◽  
Senior Managers ◽  
Qualitative Approaches ◽  
Depth Interview ◽  
Qualitative Technique ◽  
Local Acceptance

The study investigated the strength of showcasing Zimbabwe tourism destination offerings at international platforms to its tourism brand performance. This was mainly based on the fact that the Zimbabwe tourism destination authorities are investing more in selling the country’s tourism brand at international platforms but not gaining a huge mileage in positioning the brand. The study employed a mixed methods research design combing both quantitative and qualitative approaches in extracting data from respondents. An in-depth interview was employed first as a qualitative technique in order to find the most common showcasing platforms from Zimbabwe tourism brand. This was done to senior managers and experts in the Zimbabwe tourism industry. Their responses revealed the platforms as carnivals, road shows, indabas, regional magazines and international interactive websites. A quantitative research was therefore done using survey questionnaires that were distributed to foreigners and local in order to assess the most dominant platform for positioning Zimbabwe’s tourism brand. The results show that indabas are the most effective platforms to brand Zimbabwe tourism brand. This is followed by international interactive websites and regional magazines. The research recommended that internationlising brand showcasing does not yield more on its own. There is a need to start with intensive local acceptance then go regional and international.

scholarly journals IMPACT OF AIRBNB ON PHILIPPINE ACCOMMODATION SECTOR: A QUANTITATIVE APPROACH

2020 ◽  
Vol 5 (21) ◽  
pp. 74-88
Author(s):  
Mary Vida L. Tumbali
Keyword(s):  
Secondary Data ◽  
Sampling Technique ◽  
The Philippines ◽  
Tourism Industry ◽  
Data Sampling ◽  
Accommodation Sector ◽  
To Come ◽  
Set Up ◽  
Occupancy Rates ◽  
The Impact

The study aimed at scrutinizing the impact of Airbnb on the Philippine hotel accommodation sector with regards to occupancy rates and the number of tourist arrivals. The more extensive point was to make a functional contribution to the current discussions and issues around the sharing accommodation, in particular Airbnb platform, from an ethnically diverse country standpoint. This study used a quantitative explanatory approach, and a secondary data sampling technique was adopted. Statistics from the Philippines were obtained from the DOT library while Airbnb data was purchased from AirDNA last September-November 2019. Secondary data collected were analyzed through SPSS. The study measured the relationship between Airbnb occupancy rates and tourist arrival. Moreover, to test whether Airbnb is directly competing with the lower category of hotel in terms of occupancy rates, the correlational examination was taken into account. Pearson R coefficient was utilized followed by a regression analysis to come up with a model. The findings inferred that it is Airbnb that has most influenced the activity of the tourism industry sector most especially under the accommodation sector and apparently set up to be a threat to the budget traditional providers. The result of the examination required for a business reaction for the traditional providers on the best way to team up with Airbnb to give better accommodation preferences for the increasing number of travelers in the country.

scholarly journals An analysis of the demand for business aircraft among the corporate sector in South Africa

2019 ◽  
Vol 13 ◽  
Author(s):  
Mpho J. Mabotja ◽  
Ngoasheng J. Mampana ◽  
Bernard Tavengwa ◽  
Jacobus Walters ◽  
Martie A. Mearns ◽  
...  
Keyword(s):  
South Africa ◽  
Mixed Methods Research ◽  
Stock Exchange ◽  
Commercial Aircraft ◽  
African Countries ◽  
Face To Face ◽  
Johannesburg Stock Exchange ◽  
Business Aviation ◽  
Sequential Mixed Methods ◽  
To Come

Background: Business aircraft fulfil a major need in providing access and mobility solutions not generally offered by scheduled commercial aircraft. These aircraft often make use of secondary airports in outlying areas thus encouraging economic development. Business aviation is, in general, growing throughout the world and also in some African countries, but appears to be subdued in South Africa. The purpose of this research project was to determine the demand characteristics for business aviation aircraft in South Africa.Objectives: The primary research objective was to determine the demand for business aircraft in South Africa, as well as the nature and characteristics of the users and non-users of business aircraft among the top 100 companies listed on the Johannesburg Stock Exchange (JSE).Method: A pragmatic research philosophy guided an exploratory sequential mixed methods research design. Findings from face-to-face interviews with aviation experts were utilised to develop the research questionnaire distributed to the top 100 JSE-listed companies.Results: The potential future growth for the business aircraft market is most likely to come from existing users, with marginal growth from new entrants in the market. Perceived costs are major deterrents to the utilisation of business aircraft.Conclusion: The research provides market intelligence necessary to guide business aviation companies to efficiently service or expand the market for business aircraft in South Africa, contributing to the existing knowledge in air transport.

scholarly journals “Running myself ragged”: stressors faced by peer workers in overdose response settings

2021 ◽  
Vol 18 (1) ◽  
Author(s):  
Zahra Mamdani ◽  
Sophie McKenzie ◽  
Bernadette Pauly ◽  
Fred Cameron ◽  
Jennifer Conway-Brown ◽  
...  
Keyword(s):  
Drug Use ◽  
Focus Groups ◽  
Mixed Methods Research ◽  
Financial Burden ◽  
People Who Use Drugs ◽  
Frequency Distributions ◽  
Sequential Mixed Methods ◽  
Health Quality ◽  
Mental Health Effects ◽  
Perception Of Health

Abstract Background Peer workers or “peers” (workers with past or present drug use experience) are at the forefront of overdose response initiatives, and their role is essential in creating safe spaces for people who use drugs (PWUD). Working in overdose response settings has benefits for peer workers but is also stressful, with lasting emotional and mental health effects. Yet, little is known about the stressors peer workers face and what interventions can be implemented to support them in their roles. Methods This project used a community-based sequential mixed-methods research design. Eight peer researcher-led focus groups (n = 31) were conducted between November 2018 and March 2019 to assess needs of peer workers. The transcripts were thematically coded and analysed using interpretative description. These results informed a survey, which was conducted (n = 50) in September 2019 to acquire quantitative data on peer workers’ perception of health, quality of life, working conditions and stressors. Frequency distributions were used to describe characteristics of participants. X2 distribution values with Yates correction were conducted to check for association between variables. Results Five themes emerged from the focus groups that point to stressors felt by peer workers: (1) financial insecurity; (2) lack of respect and recognition at work; (3) housing challenges; (4) inability to access and/or refer individuals to resources; and (5) constant exposure to death and trauma. Consistent with this, the factors that survey participants picked as one of their “top three stressors” included financial situation, work situation, and housing challenges. Conclusion Peer workers are faced with a diversity of stressors in their lives which often reflect societal stigmatization of drug use. Recognition of these systemic stressors is critical in designing interventions to ease the emotional, physical and financial burden faced by peer workers.

A Generative Sequential Mixed Methods Approach Using Quantitative Measures to Enhance Social Constructionist Inquiry

2021 ◽  
pp. 155868982098627
Author(s):  
Diego Romaioli
Keyword(s):  
Mixed Methods ◽  
Mixed Methods Research ◽  
Quantitative Methods ◽  
Maslach Burnout Inventory ◽  
Well Being ◽  
Social Constructionist ◽  
Social Scientists ◽  
Mixed Methods Approach ◽  
Qualitative And Quantitative Methods ◽  
Sequential Mixed Methods

In order to enhance core mixed methods research designs, social scientists need an approach that incorporates developments in the social constructionist perspective. This work describes a study that aimed to promote occupational well-being in hospital departments where employees are at risk of burnout, based on a constructionist inquiry developed starting from the Maslach Burnout Inventory. Taking this study as an example, we define a “generative sequential mixed methods approach” as a process that involves consulting quantitative studies to identify criticalities on which to conduct focused, transformative investigations. The article contributes by envisaging ways to mix qualitative and quantitative methods that consider a “generative” and “future-forming” orientation to research, in line with recent shifts in social psychology.

scholarly journals The Antecedents and Consequences of Rapport between Customers and Salespersons in the Tourism Industry

2021 ◽  
Vol 13 (5) ◽  
pp. 2783
Author(s):  
Jinsoo Hwang ◽  
Kwang-Woo Lee ◽  
Seongseop (Sam) Kim
Keyword(s):  
Customer Satisfaction ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Positive Influence ◽  
Tourism Industry ◽  
Equation Modeling ◽  
Brand Preference ◽  
Theoretical Understanding ◽  
Dominant Orientation ◽  
Antecedents And Consequences

This study examined the antecedents and consequences of rapport between customers and salespersons in the context of duty-free shops. Specifically, this study proposed six sub-dimensions of service-dominant orientation (i.e., relational, ethical, individuated, empowered, concerted, and developmental interactions). These dimensions have a positive influence on rapport. In addition, rapport is hypothesized to aid in the formation of customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. Data were collected from 649 Chinese shoppers who have purchased a product in a Korean duty-free shop. In addition, this study employed confirmatory factor analysis to check the adequacy of the measurement items and structural equation modeling to test 11 hypotheses. Data analysis results indicated that five sub-dimensions of service-dominant orientation, excluding individuated interaction, play an important role in the formation of rapport. Furthermore, rapport has a positive effect on customer satisfaction and brand preference, which in turn positively affects word-of-mouth communications. The findings of this study offer valuable insights for managers of duty-free stores into the most effective methods for managing their operations and providing an appropriate blend of products. Furthermore, this paper contributes to theoretical understanding in this area by improving the acceptability of a commonly believed shopper behavior model.

How electronic word of mouth (e-WOM) triggers intention to visit through destination image, trust and satisfaction: the perception of a potential tourist in Japan and Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ida Bagus Putu Purbadharmaja ◽  
Putu Yudi Setiawan ◽  
Toshikatsu Hayashi ◽  
Anak Agung Bagus Putu Widanta
Keyword(s):  
Peer Review ◽  
Word Of Mouth ◽  
Structural Model ◽  
Developed Countries ◽  
Tourism Industry ◽  
Online Discussions ◽  
Theory And Practice ◽  
Destination Image ◽  
Electronic Word Of Mouth ◽  
Content Type

PurposeThe purpose of the paper is to analyze the different results between the effects of electronic word of mouth (e-WOM) on the perception of potential tourist in Japan and Indonesia regarding destination image, destination trust, satisfaction and their intention to visit.Design/methodology/approachThis research method is a structural model. Based on the existing literature review, several variables were obtained which were then analyzed by WarpPLS 6.0 software. The sampling method applied in this study is the purposive sampling technique. Samples of 200 potential tourists were collected in Indonesia and 100 potential tourists were collected in Japan. The population in this study was a potential tourist in Indonesia and Japan, with the following criteria: An Indonesian citizen, age between 19 and 60 years, who has never visited Japan and a Japanese citizen who has never visited Indonesia and have ever read or conduct online discussions regarding Japan and Indonesia as a tourist destination.FindingsThe results of the analysis of the two respondents in Japan and Indonesia prove that e-WOM has a positive effect on the image of the destination and intention to visit but not on the confidence of the destination. Destination image was also proven to significantly mediate the influence of e-WOM on intention to visit. These findings bring important implications for the theory and practice of tourism marketing.Originality/valueTheoretically, the result could be used as a reference for further research about the comparison between the effect e-WOM on destination image, destination trust and intention to visit of potential tourist in developed countries and developing countries. Practically, the result could be used as a consideration for the tourism industry and authority in both countries when formulating the destination marketing strategy.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2019-0111

“THE ROOM WAS QUITE SMALL BY AMERICAN STANDARDS” – ARE ONLINE HOTEL REVIEWS CULTURE-SPECIFIC?

2021 ◽  
Author(s):  
Martin Nielsen ◽  
Karen K. Zethsen
Keyword(s):  
Problem Solving ◽  
National Culture ◽  
Mixed Methods Research ◽  
Tourism Industry ◽  
Personal Service ◽  
Great Relevance ◽  
Potential Impact ◽  
Physical Comfort ◽  
Hotel Managers ◽  
The Impact

Hotel bookings are increasingly made online, and many travellers rely on eWOM in the form of peer hotel reviews. These reviews potentially contain information of great relevance to the tourism industry and offer a unique and ever-expanding corpus of unsolicited data. If this data is investigated systematically, it may provide insights that would enable hotel managers to be proactive in their marketing. The present study focuses on the under-researched area of the potential impact of nationality on the reviews. Using a corpus of authentic American and German hotel reviews and the qualitative, phenomenologically-inspired method of Systematic Text Condensation, this study investigates the impact of national culture on review comments in order to establish whether nationality makes a difference for the themes and attitudes expressed. The data indicate that Americans are more likely to focus on old-world charm, romance, physical comfort, personal service/relations and problem-solving than Germans are. The overall results of this qualitative study allow us to conclude that there are indeed differences between the German and the American reviews to a degree that is worth pursuing in future mixed-methods research and that may have practice implications for hotel managers.

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