Enhancing the competitive advantage for tourist souvenirs in Egypt: a marketing approach

Purpose: The main aim of this research is to study the relationship between innovative marketing - in its various dimensions (innovation in product, innovation in price, innovation in promotion, innovation in distribution) - and enhancing the competitive advantage of tourist souvenirs in Egypt. Research methodology: The study adopted the descriptive-analytical approach for accurate and detailed descriptions of the study’s subject quantitatively and qualitatively and analyzed data available on this subject. The field study included surveying a random sample of tourists who frequented the souvenirs and handicrafts stores in various tourist cities in Egypt. Results: There is a statistically significant effect of innovative marketing in enhancing tourist souvenirs’ competitive advantage in Egypt. Overall findings highlighted that all the hypotheses were accepted. Limitations: The repercussions of the COVID-19 virus crisis reduced the scope of the study to only tourists in South Sinai and Red sea Governorates; whereas, tourist souvenirs stores were allowed to operate in accordance with the precautionary measures in only three main governorates: the Red Sea, South Sinai, and Marsa Matrouh, in addition to some gift shops in major hotels. Contribution: The study findings provide guidelines for practitioners within the tourist souvenirs and handicrafts sector to undertake the results and adapt them to assess and enhance their performance. Thus, they could improve their competitiveness. Keywords: Tourist souvenirs, Innovative marketing, Competitive advantage

Agritourism entrepreneurship in Greece: policy framework, inhibitory factors and a roadmap for further development

Purpose: This paper aimed to examine how agritourism as a mild form of tourism can contribute to sustainable tourism development. Research methodology: A primary survey was conducted using a closed-type questionnaire of multiple-choice questions and sent to a respective enterprise sample. Results: The survey's output refers to the steps and measures that need to be taken for the further development of agritourism in Greece and its driving force as a pillar of sustainability growth. Limitations: The research addressed certain methodological issues, such as the difficulty of collecting the sample, since agritourism companies are not in total registered in Greece. There was also difficulty obtaining contact details (email, fax) from the list of final approved investments of the National Strategic Reference Framework. Contribution: The purpose is to present the views of agritourism entrepreneurs on their industry and identify the possible problems they encountered during their businesses' start-up and operation due to the legal or financial framework. Also, the state's role in this direction is examined and proposals are made for the further development of agritourism in Greece. Keywords: Farmer, Law 4276/2014, Legal framework of agritourism, National strategic reference framework, Rural tourism, State aid, Sustainable development

Benefits and challenges in adopting social media for SMEs: A case from Bangladesh

Purpose: The purpose of this study was to identify the challenges, Benefits, and various determinants which play an important role in adopting social media among small and medium-sized enterprises (SMEs) in Bangladesh, based on the (Technology-Organization-Environment) TOE Model. The TOE framework seeks to understand the significant factors influencing the decision to adopt social media in SMEs in Bangladesh. Research methodology: In the study, a random sampling method was used to select a representative sample from the existing active SMEs in different regions of Bangladesh. A structured questionnaire was designed to measure constructs such as relative advantage. Preliminary data were collected from 365 small and medium enterprises through field studies. Then the survey data were analyzed using logistic regression (L.R.) of the independent variables included in the TOE framework Results: The outcomes of the study found that only 5 variables: relative advantage, complexity, consistency, top management's assistance, and innovative management factors significantly influence SMEs' decisions to adopt social media. Limitations: The busy schedules of the respondents are key limitations for the study along with the study area. If the study could explore more districts besides Dhaka city, then the study outcomes would be more extensive. Contribution: The results from this study will help SME foundations, research institutes, and government policymakers to formulate strategies for optimal use of social media in SMEs.

The impact of hotel attributes on room rate in star graded hotels in Colombo, Sri Lanka

Purpose: The purpose of this study was to examine how the availability or absence of different hotel attributes affect the room rate during a given period. This study identified the impact of various hotel attributes on the room rate. Research methodology: Published data on available hotel attributes, and room rates of selected room categories of star-graded hotels in Colombo district, Sri Lanka, were gathered online through booking.com. The Ordinary Least Squares (OLS) method was used to estimate the impact of key determinants under hotel amenities, quality signals, and locational attributes. Results: The results revealed eleven key attributes of the room rate in star-graded hotels, illustrating the positive impact from seven determinants and the negative impact from four determinants. Hotel class or star grade was the most significant determinant in the room rate, which generally determines the pricing behavior and service quality and most of the attributes and characteristics in a hotel. Availability of a business center, location of the hotel, fitness center/spa, total number of rooms in the hotel, room size, and view from room also significantly determined the room rate. Limitations: Booking.com, as the most popular Online Travel Agent (OTA) used in Sri Lanka, it was assumed that the information is frequently updated. The study was extended for the hotels in the Colombo district, and hence, the results were based on the point data, which may not be an islandwide representation or year through data. Contribution: As theoretical applications are underused in pricing and revenue decisions in the Sri Lankan hotel sector, results will lead to advance the decision making of practitioners, and this study will be a complement to the lack of literature in the field of revenue management in Sri Lankan context and may encourage future researchers laying an inspiring beginning.

Zimbabwe tourism destination brand positioning and identity through media: A tourist's perspective

Purpose: The study was based on understanding how media can be used to select Zimbabwe tourism destination brands against other brands by the tourists. Further, it examined the role of media in improving Zimbabwe tourism brand identity. Factors to use in positioning the Zimbabwe tourism brand were also established. Research Methodology: A quantitative to the qualitative sequential mixed method was used to get research data. The respondents and participants to the study were tourism operators, media organizations and tourists (n=452). Results: The study's findings informed that tourism and media organizations in Zimbabwe are failing to understand the best ways to use media to attract tourists. There was a significant disagreement in the views of tourists and organizations, especially based on choosing a tourism destination brand using media. Even on improving Zimbabwe tourism destination brand identity and positioning, both parties agreed that media could help improve brand identity. Limitations: Getting opinions and views of tourists is difficult considering the divergence in their perceptions. A mixed-methods could help in improving objectivity. Contribution: The study, therefore, recommended an intensive tourism media audit, considering media as a strategic brand identity tool and a nationwide survey to come up with brand positioning elements specifically for Zimbabwe tourism destinations.

Social and cultural influences and their implications for sustainable tourism: A case study of Trinidad & Tobago's tourism and the growth of the LGBTQ traveler segment

Purpose: This study examined how social and cultural influences are affecting the government of Trinidad & Tobago's decision-making policies as it relates to the growth of the LGBTQ traveler tourism segment, which is currently threatening the sustainability and competitiveness of the country's tourism industry. This study also aimed to add to the literature on gay tourism in that nation and region as a whole. Research methodology: Data for this research were collected from various sources, including existing literature on the industry's competitiveness, followed by a review of official government surveys, reports and other media documents, and academic research literature. Results: The study's findings reveal that the leaders' lack of failure to understand the economic power of the LGBTQ traveler segment is short-sighted and has negative effects on the fragile nature of the industry's ability to compete globally, lack of long-term vision of the leaders. Limitations: This study relied on secondary data, limiting direct views from individuals in the local communities due to the country being on lockdown since March of 2020 as a result of the COVID-19 pandemic. Contribution: This study makes a few suggestions for further improvement, such as leaders in that nation deciphering existing buggery laws publicly, to show urgency and commitment to this vulnerable traveler segment; conducting robust discussions with various interest groups that are presenting barriers to changes that could result in a more robust industry, and finally, consider the use of images of members of the LGBTQ community in all marketing promotions.

Strategic Agility: A prospect for sustainable performance of micro-businesses in South-Eastern Nigeria

Purpose: To investigate the role strategic agility plays in the sustainable performance of micro-businesses, while specifically, it sort to examine the link between micro-businesses decision-making and technology adoption in South-eastern Nigeria Research methodology: A survey research method was adopted with a population quoted at 210 Micro-business registered owners in South-eastern Nigeria. The sample size of 136 was arrived at using Krejcie and Morgan's (1970) formula. A questionnaire set was designed for data collection and analyzed using the Linear Regression Statistics at a 5% level of significance. Results: Decision-making and technology adoption have a statistical significant relationship with Micro-businesses in South-eastern Nigeria (R2 = .959; F = 1180.390; p-value < 0.05). Limitations: The study did not cover all the five states in the region where the study was conducted. Contribution: The study excruciates strategic agility's role, its prospect for Micro-businesses, and its link with sustainable performance in a turbulent and dynamic business environment.

Indonesian traveler study: analyze the role of the big five personalities on hard adventure traveler type

Purpose: This study aims to determine the role of big five personalities simultaneously and partially towards the tendency of hard adventure travelers. Research methodology: This study will also look at the five traits found in the big five personalities which tend to play a role in the hard adventure traveler. This research is a replication study of Kristin Scott and John C. Mowen with a quantitative approach involving 1,558 subjects with a purposive sampling technique. Big five personality was measured using the big five infentory scale, while the hard adventure type would be measured using a scale from Scott & Mowen. Data analysis of this study using multiple regression techniques. Results: The results showed that there is a role of big five personalities that is simultaneous towards traveler's hard adventure type of 7,6%, whereas partially openness, extraversion, and neuroticism trait had a role towards the type of hard adventure, where openness trait had the biggest role towards hard adventure type. Limitations: Based on the magnitude of the role generated in this study, there are still other factors that can influence traveler's decision making to choose the traveling type, so that these other factors are expected to explore more. Contribution: This research can be a reference in the development of tourist attraction marketing by taking into account visitors' personality types.

Green economy and its future

Purpose: This paper tries to find out the current progress of subjective developed and developing countries regarding green economy development. Research Methodology: This paper uses a graphical radar approach to show countries' overall performance toward the green economy. Results: This paper concluded that developed countries are ahead of developing in terms of current health expenditure, large forest area and tons of national parks. However, they are on the same page in terms of pollution, whether it is air or solid. Limitations: Several elements restrict this study. The study is carried out in chosen underdeveloped countries and developed ones. The position of the countries is therefore restricted. Consequently, the results and outputs may not apply to geographical sites. Because of unavailability, this study sample may not be sufficient. Contribution: This study will benefit both developed and developing countries by providing a clear understanding and scenario about the green economy, well-being, and green infrastructure. The findings of this study will be beneficial to institutions, researchers, politicians, the government, and others. Governments and government agencies can plan and promote their strategies and policies to understand green infrastructure and its impact on human health clearly. This study further extends the literature on the green economy and provides a new way of measuring it through its different components. Furthermore, this study can help explain where we stand right now and where we should set sail to.

The strategy in increasing creative economy during the COVID-19 pandemic

Purpose: This paper aimed to comprehend the strategy to increase the creative economy during the pandemic, especially about e-commerce and supply chain. Research methodology: This is a review of the literature. This paper used the database in Science Direct and Google Scholar. The keywords used were COVID-19, creative economy, e-commerce, increase, supply chain, and strategy. Results: The effectiveness of the supply chain can be improved by analyzing the strengths, weaknesses, opportunities, and challenges (SWOT) so that strengths and opportunities can be optimized. E-commerce can be increased by enhancing creativity and innovation. Another way is cooperating with the government and other entrepreneurs. Limitations: This paper is a narrative literature review. There are only a few studies about e-commerce and the supply chain during the COVID-19 pandemic in this paper. Further studies are needed to increase the e-commerce and supply chain for each item and commodities during the COVID-19 pandemic. Contribution: The contribution of this paper is for the creative economy in increasing the effectiveness of supply chains and e-commerce.