Using Word Trees, Word Networks, and Tag Clouds to Provide Meaningful Insights

The combined use of data mining techniques and qualitative consumer reports can provide meaningful insights into service performance and relevant decision making. In several case studies, the authors combine qualitative comments from an online hotel feedback website about popular travel destinations, as reported by business, pleasure, and mixed-use travelers. After extracting 1,893 useable customer comments, using a web spider application, the study software produced summaries of qualitative comments in the form of tag clouds, word networks, and word tree images. This technologically enabled analysis of consumer-reported information provides consumer researchers with more objective ratings of qualitative consumer assessments of their experience across various units of analysis, with several applications for corporate and operational management. Furthermore, several implications inform consumer researchers and corporate consumer research departments about effective ways to investigate and serve industry. This study also has several limitations that suggest routes for further research.

Digital Resources and Approaches Adopted by User-Centred Museums

Society is experiencing unprecedented changes, largely attributable to the evolution of communication technologies, which are steadily reframing our way of life, and the methods we use to establish and maintain social relations. Museums are therefore facing numerous challenges, in general as a result of these developments: apps, open content, and the Internet-of-things. A complex relationship can be created between visitors and the museum, and this also opens new unexplored opportunities for user involvement in the museum's activities, even during the course of the visit itself. It is worth taking care to identify all the variables involved in the museum-visitor-relationship, which also encompasses the social dimension. Both the museum and the individual are active participants in a gradually expanding relationship, namely the growth of the so-called Web 2.0 and social media. Therefore, we can assume the need for museums to develop a conscious strategy for their social media presence, a real social media strategy, which forms part of the museum's wider digital strategy. The increasingly pervasive spread of e-mobile technology is a foretaste of the moment when museumgoers will radically change both the way of establishing relations with these organisations and the actual ways of using museum services. This chapter focuses on digital resources and approaches adopted by user-centred museums, where there is an increasing impact from the internet and social media.

Pro-Poor Development through Tourism in Economically Backward Tribal Region of Odisha, India

In India, tourism plays an important role in economic development and creation of jobs. The Approach Paper of the 12th Five Year Plan prepared by the Planning Commission highlights the need to adopt “pro-poor tourism” for increasing net benefits to the poor and ensuring that tourism growth contributes to poverty eradication. Tourism plays a key role in socio-economic progress through creation of jobs, enterprise, infrastructure, and revenue earnings. The Planning Commission has identified tourism as the second largest sector in the country in providing employment opportunities for low-skilled workers. Odisha has a large tribal population: out of India's 427 Scheduled Tribes, Odisha accounts for 62 tribal communities who constitute 27.08 percent of the state's population (2001). Of the 62 Scheduled Tribes, the state has declared 11 tribal communities as Primitive Tribal Groups. Each of these tribal communities is rich in social institutions and poor in economy. Achieving poverty eradication requires actions on a variety of complementary fronts and scales, but a prerequisite of significant progress is pro-poor growth – growth that benefits the poor tribal community. This chapter explores these.

The Transfer from a Major Sport Event to a Sponsoring Brand

The aim of the chapter is to analyze how sport visitors transferred perceived value and experience of the event to the sponsoring brand. Therefore, based on tourist behavior model and theories of sport sponsorship, a global model of sponsorship in major sport event whose axis is based on the models applied to transfer value and experience arises. Furthermore, the model includes the backgrounds that determine the behavior of visitors towards the sport event and the effects derived from the attendance to the event and the sports sponsorship action. Results show that perceived value is not transferred; however, the experience of the event is indeed transferred to the sponsoring brand. Additionally, the effect of experience on the perceived value is observed and can confirm the motivation, identification, and involvement as backgrounds of the model, together with all the proposed effects.

Factors Influencing Tourists' Motivational Determinants for Promotion of Tourism Destination

The concept of rural tourism has become one of the vital issues of economic and social benefits to society. This present study identifies different motivational factors that may directly or indirectly influence the tourists' motivation. The primary objectives of this study include the growth, development, and emergence of rural tourism potentials at Kamarpukur as well as to analyze the tourists' flow pattern and also examine the existing and future requirements in the motivational point of view. For fulfillment of the basic objective, data for the study were collected through field survey. The sample size was restricted to 200 respondents. Information gathered about tourists' motivational factors include culture, tourism amenities, destination, and religion. The collected data have been analyzed using different statistical methods like percentage and Chi-square. The major findings of this study show, in the present scenario of above factors, how to attract more tourists for repeat visits and promote infrastructural requirement for better tourism service to increase the level of tourists' motivation as well. In the policy implication point of view, this study is relevant for balancing the demand and supply of tourism motivational requirement indicators, which can offer better service excellence in the study area.

Consumer Preferences and Key Aspects of Tourism and Hospitality Marketing on Island Destinations

The decision of destination's selection is almost always accompanied by hotel selection. Hence, it is essential for tourism stakeholders to understand the marketing means' correlation toward destinations and hotels. In addition the purchasing behavior of consumers in tourism and hospitality needs to be examined in order to give the ability to optimize marketing strategies and promotional campaigns. The purpose of this chapter is to examine and present the perspectives on the island's destination and hospitality marketing held by consumers visiting Crete. The study's contribution is based on the clarification of consumers' purchase behavior and consumerism patters in tourism with reference to destination and hotel selection. It also gives an understanding for the marketing's influential importance for tourism purchases. The research was undertaken with departed tourists from Crete. As the research findings revealed, the perspectives of tourists concerning destination and hospitality marketing may vary significantly toward gender, age, education, and income. The research findings also indicate that younger and more educated consumers seem to have better knowledge and higher use of Information Technologies. On the contrary, elder people and those who are less educated are dependant to traditional ways of advertising. Furthermore, income plays a significant role dealing with additional services, better accommodation, and – in general – higher quality of provided products, whilst pricing policy still remains crucial for all tourists, no matter their financial revenues. The chapter also provides suggestions for further destination and hospitality marketing development, and information for the importance of each marketing mean used to lure tourists to visit the destination.

The Role of Website Features in Creating Loyalty

This study integrates shopping value dimensions and consumers' commitment to a theoretical model to understand consumer loyalty to e-shopping. E-commerce is established as an efficient sales platform for travel and hospitality vendors. However, extant literature found that it is difficult to attract new customers and retain existing customers in e-commerce. This paper investigates the antecedents of customer loyalty in e-commerce. An online survey with (n=520) was conducted with randomly selected US consumers. A structural equation model reveals that hedonic and utilitarian shopping values determine affective and calculative commitment of e-shoppers which in turn influence consumers' loyalty towards e-shopping. This study contributes to the present literature and provides important implication towards e-tailers and website developers. It is important to fulfill e-shoppers' hedonic and utilitarian needs to gain e-loyalty. Web based hospitality service offerings should provide a convenient and pleasing online environment to gain consumer e-loyalty.

The Promotion of European Tourism in the Emerging Countries

The authors present the different communication strategies used for the promotion of European tourism in the emerging countries, through Power Point and pyramidal marketing. They also research the veracity and the persuasion strategies used in textual, visual, and hearing information, which go with the images in the interactive presentations. Finally, an analysis technique is presented to detect the possible potential tourists divided in relation to age, education, and knowledge of the use of computers or other interactive systems of mobile multimedia.

Export Marketing Communications of Public Sector in Promoting Tourism Destination of a Greek Island

The purpose of this chapter is to evaluate the effectiveness of marketing communications in promoting tourism on the Greek island of Myconos. The research evaluates the effectiveness of the marketing communications used by public bodies to promote Myconos in Europe. The research location was the airport at Myconos. The researchers used a probability sampling technique in the form of stratified random sampling, since the population used for the research was multinational. Four-hundred questionnaires were gathered from a research population of 8000. The percentage of arrivals pertinent to each subset (tourist population divided by nationality) was compared with the total number of tourists who arrived on Myconos from the countries constituting the sampling frame, and the number of questionnaires to be given to each of the subsets was calculated. The study shows that marketing communications had a positive effect on the overall business performance and improved it noticeably. Marketing communications used by public bodies to promote Myconos were effective as they increased tourism arrivals and influenced the majority of the tourists to visit it. In addition to this, the study shows that there are factors such as tourists' origin, age, and annual income that affect the effectiveness of marketing communications. It also identified that tourists value a marketing strategy that involves analytical information about the tourism destination, as they stated that brochures, guidebooks, and the Internet influenced them to a great extent.

Digital Heritage Systems

This chapter describes the evaluation methods conducted for a digital heritage system, called ARCO (Augmented Representation of Cultural Objects), which examines the tools and methods used for its evaluation. The case study describes the knowledge acquired from several user requirement assessments, and further describes how to use this specific knowledge to provide a general framework for a holistic virtual museum evaluation. This approach will facilitate designers to determine the flaws of virtual museum environments, fill the gap between the technologies they use and those the users prefer and improve them in order to provide interactive and engaging virtual museums. The proposed model used not only quantitative, but also qualitative evaluation methods, and it is based on the extensive evaluations of the ARCO system by simple end-users, usability experts and domain experts. The main evaluation criteria were usability, presence, and learning.