Proposal for a theoretical model for the analysis of the impact of cultural and personality factors on the demand for tourist services

2017 ◽  
Vol 48 (2) ◽  
Author(s):  
Araceli Maseda Moreno ◽  
Ignacio Soret Los Santos ◽  
José Antonio Vicente Pascual
Keyword(s):  
Theoretical Model ◽  
Market Segmentation ◽  
Marketing Strategies ◽  
Personality Factors ◽  
Value Proposition ◽  
Mass Customisation ◽  
Tourism Sector ◽  
The Impact ◽  
Available Resources

To determine the behaviours and motivations of tourists at each of the stages that make up tourist journeys is fundamental for the definition and development of the marketing and marketing strategies of all parties involved in the tourism sector. For this reason, we propose a theoretical model of analysis of the different factors that influence the behaviours and motivations of the tourist. This paper attempts to justify the influence that the culture of a place has upon the configuration of the personality of its inhabitants and whether these personalities give rise to different behaviours and motivations at each stage of the journey. The theoretical model will enable all involved in the tourism sector to identify and prioritise actionable levers, which can be used in their marketing and sales plans, adapting their value proposition through mass customisation, on the basis of segmentation. This proposal for a theoretical model will determine the relational strategy to be followed with tourists and will enable it to be more profitable in the long term, by developing value for tourists and being more efficient with the available resources. Keywords: personality, culture, travel cycle, mass customisation, market segmentation.

scholarly journals The Impact of COVID-19 on Hospitality Industry in Greece and Its Treasured Santorini Island

2021 ◽  
Vol 13 (14) ◽  
pp. 7906
Author(s):  
Nikola Medová ◽  
Lucie Macková ◽  
Jaromir Harmacek
Keyword(s):  
Social Impact ◽  
Tourism Sector ◽  
Challenges And Opportunities ◽  
Multiple Variables ◽  
Hospitality Sector ◽  
Tourism And Hospitality ◽  
The Impact ◽  
Further Development

This paper focuses on the dynamic of the recent upheaval in the tourism and hospitality sector due to the COVID-19 epidemic in Greece and Santorini island. It uses the case study of a country one-fourth of whose GDP consists of tourism. We compare the available statistical data showing the change in variables in the previous years with 2020 and look into the new challenges and opportunities posed by the drop in the numbers of visitors and flights. We focus mainly on the economic and social impact on the destination and possible future scenarios for further development in the area. Data show a significant effect of the pandemic on multiple variables, such as the long-term trend of the importance of tourism sector in GDP in Greece, the number of flights and visitors to Greece and Santorini island, and the contribution of tourism and travel to GDP. Based on the available data, we also construct three foresight scenarios that describe the possible futures for Santorini island in terms of the pandemic evolution. These scenarios may help various stakeholders and policymakers to be better prepared for different developments that may appear.

scholarly journals HOW DID COVID-19 PANDEMIC AFFECT THE TOURISM INDEX IN BORSA ISTANBUL?

2021 ◽  
Author(s):  
Ercan Özen ◽  
Letife Özdemir
Keyword(s):  
Regression Model ◽  
Regression Method ◽  
Stock Index ◽  
Daily Data ◽  
Tourism Sector ◽  
The Impact ◽  
Bound Test ◽  
Cointegration Relationship ◽  
Ardl Bound Test

This study aims to investigate the impact of the Covid-19 pandemic on Turkey's tourism sector. In the study, for the period 12 March 2020 - 31 August 2020 the daily data of the BIST tourism stock index and Covid-19 case and death counts in Turkey were used. The cointegration relationship between the Covid-19 pandemic and the BIST tourism index was investigated with the ARDL bound test. In addition, the effect of the Covid-19 pandemic on the BIST tourism index was tested with the FMOLS regression method. As a result of the ARDL bound test, it was determined that there is a long-term cointegration relationship between the Covid-19 case and death numbers and the BIST tourism index. According to the FMOLS regression model results, it is seen that the deaths of Covid 19 significantly affect the tourism index. A 1% increase in the number of deaths causes the BIST tourism index to decrease by 0.08%. The coefficient of the number of Covid-19 cases is not significant, showing that the number of cases does not have a sufficient effect on the tourism index.

scholarly journals Impact of marketing environment on development of hotel industry at present stage

2020 ◽  
Vol 2020 (4) ◽  
pp. 113-122
Author(s):  
Tatyana Aleksandrovna Makarova ◽  
Ekaterina Valeryevna Abakumova ◽  
Olga Viktorovna Tkachenko
Keyword(s):  
Hospitality Industry ◽  
Hotel Industry ◽  
Marketing Strategies ◽  
Present Stage ◽  
Successful Operation ◽  
Marketing Environment ◽  
Tourism Sector ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
The Impact

The article considers the problem of studying the influence of the marketing environment on the development of the hotel industry at the present stage. An overview of the global hotel market is given, the main indicators of collective accommodation facilities in the Russian Federation over 2010–2019 are illustrated. The influence of the marketing environment on the development of the hotel industry at the present stage is revealed. The marketing environment of the tourism and hospitality industry has been studied, the most optimal methods for forecasting demand for hotel services have been identified, and recommendations for creating business planning algorithms in the hotel business have been developed. Attention is drawn to the fact that the business is currently experiencing a crisis caused by the pandemic. The statistical data are provided to compare the state of the market before the pandemic and at the end of the first half of 2020. There have been considered the legislative innovations aimed at stimulating the demand for tourist services. The analysis of the marketing environment of hotels in Astrakhan is carried out. There has been studied the impact on the development of the hospitality industry of such marketing strategies as cost reduction strategy, survival strategy, strategy of maximum and minimum prices, strategy of winning the market or part of it, and innovation strategy. The results of implementing these strategies in business have been analyzed. The most of the existing marketing strategies are designed to maximize income and increase sales; in modern conditions the leading principle of the development of the hospitality industry is keeping the company in the market. For the successful operation and profitability of the hotel business it is necessary to apply combined marketing strategies that are individual for each enterprise in the tourism sector.

scholarly journals The impact of tourist flows on the sustainable development of a tourist destination

2021 ◽  
Vol 937 (4) ◽  
pp. 042031
Author(s):  
A Kopyrin ◽  
E Vidishcheva
Keyword(s):  
Sustainable Development ◽  
Additional Data ◽  
Decision Makers ◽  
The Sustainable Development ◽  
Tourism Sector ◽  
Tourist Flows ◽  
Expert Assessments ◽  
The Impact

Abstract The development of the economy’s tourism sector is one of the priority tasks set by the leadership of the Krasnodar Territory and Russian Federation. Thus, the construction of a model of the impact of tourist flows on the sustainability of the destination is very relevant. The authors developed a simulation model of the impact of tourist flows on the sustainable development of destination. The weighted net savings indicator was used as a measure of sustainability. This model can be further used in predicting the development of the studied sector of the economy. Using the developed tool for medium- and long-term planning will provide additional data to decision makers, reducing uncertainty, and thus improving the quality of management. The accuracy of the model is based entirely on publicly available statistics and expert assessments.

Counting the spoons: what really influences corporate reputation

2017 ◽  
Vol 38 (6) ◽  
pp. 54-58 ◽  
Author(s):  
Peter Buell Hirsch
Keyword(s):  
Corporate Reputation ◽  
Business Strategy ◽  
Positive Impact ◽  
Marketing Strategies ◽  
Business Success ◽  
Content Type ◽  
The Subject ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to examine and assess the importance of corporate reputation as a tool of business strategy. The topic has been the subject of significant discussion particularly with respect to reputation rankings and metrics. The author wanted to assess the evidence for the importance of reputation to a company’s success and whether there were related activities that might be of equal or greater value. Design/methodology/approach The approach was to review some of the more prominent reputation rankings and metrics and, anecdotally, to assess the impact of negative reputation impacts on market share and revenues. The author also tried to identify other corporate marketing strategies that might be of greater value than a focus on reputation alone. Findings What the author has determined was that there would always be a place for opinion surveys of reputation and the rankings that go with them, as well as certain outcomes-based metrics with a reputation component. However, the author believes that comprehensive influencer engagement programs have the greater potential for a positive impact on a company’s business success while, at the same time, supporting its reputation. Research limitations/implications The findings’ principal limitations are the subjective nature of the review and evaluation which are based on the author’s 30-year career in helping companies manage their reputation. Practical implications The practical implications of the paper are that companies should pursue a balanced reputation strategy, not solely restricted to seeking rankings and awards but equally, if not more, focused on creating the kinds of influencer engagement that are a richer and truer source of long-term reputation. Social implications The author believes that by focusing on the needs and interests of real influencers as opposed to abstract opinion survey panels, companies will do much more concrete work that creates social as well as business value. Originality/value While a great deal has been written about reputation and trust, the author believes that this is the first attempt to connect reputation with influencer engagement as a strategy.

scholarly journals Examining the moderating effect of shopping value on private-label and loyalty in Indian grocery stores

2018 ◽  
Vol 13 (1) ◽  
pp. 748-760 ◽  
Author(s):  
Ishfaq Hussain Bhat ◽  
Sapna Singh
Keyword(s):  
Theoretical Model ◽  
Inverse Relationship ◽  
Marketing Strategies ◽  
Private Label ◽  
Primary Data ◽  
Grocery Stores ◽  
Store Loyalty ◽  
Working Model ◽  
Hedonic Shopping

Abstract The present study has attempted to create and examine a conceptually grounded working model that examines the moderating influence of utilitarian and hedonic shopping values with Indian grocery stores on the association between usage of Private Label (PL) and Store Loyalty (SL). For this, primary data was collected from 350 consumers, from different stores in India selling PL products. The theoretical model was analyzed using SEM. The findings of the study reflect that an inverse relationship between PL usage and SL. However, the presence of utilitarian shopping value reverses this into a positive linkage between PL usage and SL. This finding reflects some intriguing ramifications for retailers and corporate. For instance, evolving and aligning different marketing strategies help the retailers in creating the necessary USV so as to create shopping involvement that may help retailers to upgrade their SL in a favourable manner over the long term. Earlier research has not examined the involvement of PL items from the viewpoint of shopping value. Subsequently, this paper endeavours to examine the regulating effect of shopping value on the PL consumption and SL.

scholarly journals Contribution of tourism to diversification and development of a green economy

2020 ◽  
Vol 217 ◽  
pp. 05001
Author(s):  
Olga Brel ◽  
Anna Zaytseva ◽  
Phillip Kaizer
Keyword(s):  
Service Sector ◽  
Positive Impact ◽  
The State ◽  
Green Economy ◽  
Economic Activities ◽  
Tourism Sector ◽  
Multiplier Effect ◽  
Current Economic Situation ◽  
The Impact

In the current economic situation, the solution to the problems of diversification of mining regions is relevant not only in terms of economic outcome, but also the need to change the ecological situation in industrial regions towards its improvement. Diversification of the region’s economy is associated with the idea of expanding the range of economic activities and considered as a mechanism to reduce risks and mono-dependence of the regional economy. The study suggests that tourism could become one of the areas of diversification and greening of the mining region economy by the example of the Kemerovo region. The structure of the GRP and individual indicators characterizing the state of the tourism sector were analyzed to assess the impact of tourism on the diversification of the economy of the Kemerovo region. Despite the fact that the total share of the tourism sector has changed slightly over the 5 years, its multiplier effect has a positive impact on the state of the service sector and the economy of the entire region. It was confirmed by the results of the analysis. The optimistic scenario for the development of the Kemerovo region determines the large role of tourism in the diversification and greening of the region’s economy. The implementation of the conservative scenario that provides the supportive development of traditional sectors, does not exclude opportunities for the development of tourism, which will ensure the effective and long-term sustainable development of the Kuzbass.

scholarly journals Public Health in Russian Medias Edit Programs: Results of an Experiment

2019 ◽  
Vol 8 (4) ◽  
pp. 704-718
Author(s):  
Varvara Kazhberova
Keyword(s):  
Public Health ◽  
Theoretical Model ◽  
Mass Media ◽  
Pilot Test ◽  
Health Issues ◽  
Pilot Testing ◽  
Present Context ◽  
The Mass Media ◽  
The Impact

The article is a part of a work series dealing with media studies of formation of the institute of public health. The concept of the institute includes public efforts intended to support and provide for the health of the population, which is impossible without the Media’s participation. However, due to various reasons, the Mass Media can’t currently be active participants in the field of public health. One of these reasons is that many media-agents don’t realize their opportunities, goals and objectives, which results in a lack of practical methods and algorithms of work. The purpose of the article is to report the pilot test of a specially designed theoretical model of the media’s operation as stakeholder of the institute of public health. This model in the present context is understood as a particular form of scholarly knowledge consisting of a number of constructs that meet the objectives of the study. With the opportunities of journalism in terms of systemic reporting public health issues previously studied by the author, the theoretical model is aimed at long-term EDIT programs that take into account the impact of the competitive environment. It also adds to the Media’s approaches to coverage of public health issues, and helps to find ways of solving strategic and tactic tasks related to covering the future information agenda. The method of pilot-testing chosen to check the efficiency of the model is one of the most complicated methods of empirical research. The pilot test itself was all-Russian contest of EDIT programs of the mass media and blog-sphere "Public health: its purpose, themes, and genres". The process and analyzed results of the pilot-testing prove the efficiency of the theoretical model, as well as provide practical propositions and demonstrate more opportunities for the mass media to cover the theme of public health.

scholarly journals STRATEGI PEMASARAN MENYAMBUT PRANATAN BARU PARIWISATA YOGYAKARTA (STUDI KASUS HOTEL CABIN SUTOMO)

2021 ◽  
Vol 5 (2) ◽  
pp. 111-116
Author(s):  
Sugiyah Sugiyah ◽  
Kartika Yuliantari ◽  
Nurhidayati Nurhidayati ◽  
Dwiyatmoko Puji Widodo
Keyword(s):  
Marketing Strategy ◽  
Public Service ◽  
Deductive Reasoning ◽  
Marketing Strategies ◽  
Tourism Sector ◽  
New Institutions ◽  
And Control ◽  
The Impact ◽  
Special Region ◽  
Valid Information

Tourism, especially hotels, is one sector that has felt the impact of the COVID-19 pandemic. To accelerate the economic recovery of the tourism sector, especially hotels, regulations are needed that can strengthen this change, both from regulations from the central and regional governments that can encourage hospitality to return to enthusiasm referring to health protocols. The purpose of this study is to examine the marketing strategy of the Cabin Sutomo hotel based on the new Yogyakarta tourism institutions. This research is descriptive qualitative, which is based on scientific studies, principles, and fundamental assumptions of science, by utilizing deductive reasoning supported by valid information and then processed for analysis through research principles. The collection method uses interviews and documentation. The results of the study explain the existence of Pergub Number 48 of 2020, the D.I. Government. Yogyakarta regarding Guidelines for Preparation, Guidelines for Implementation of Public Service Activities and Community Economics in the Special Region of Yogyakarta in the prevention and control of Covid-19 and the book Pranatan Anyar Plesiran Jogya, Guidelines for Adapting New Habits of Tourism DIY, encourage Hotel Cabin Sutomo to make changes to marketing strategies, through product aspects services and employees who pay attention to health protocols, prices with new normal jargon, increasing online (digital) promotions. With this measure in 2020 during the pandemic, room sales decreased by 22.7% compared to 2019. With this decline in sales, Hotel Cabin can still operate without reducing employees.Keywords: Marketing strategy, New institutions, Tourism

scholarly journals Consumer Preferences for Peach Attributes: Market Segmentation Analysis and Implications for New Marketing Strategies

2013 ◽  
Vol 42 (3) ◽  
pp. 518-541 ◽  
Author(s):  
Benjamin L. Campbell ◽  
Saneliso Mhlanga ◽  
Isabelle Lesschaeve
Keyword(s):  
Conjoint Analysis ◽  
Quality Indicators ◽  
Market Segmentation ◽  
Consumer Preferences ◽  
Marketing Strategies ◽  
Plastic Packaging ◽  
Segmentation Analysis ◽  
Key Drivers ◽  
Increasing Demand ◽  
The Impact

Consumers in today's marketplace have seemingly endless choices with regards to produce. Peach growers and retailers in Ontario, Canada, have begun taking steps to increase demand for their products. This study investigates the impact of those strategies on the market. Using conjoint analysis and market simulations, we evaluate the peach market to identify key drivers of peach purchasing. The results indicate that the market is heterogeneous and that price, origin, and quality indicators are the most important drivers of purchases. Our simulations indicate that adoption of new plastic packaging by the industry is a viable strategy for increasing demand for local peaches.

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