Models of Projected Image Formation of Destinations and Accommodation Establishments. An Analysis of Tour Operator Control in Promotion and Price Strategies

Abstract

Goal and objectives of the dissertationThis dissertation has been developed based on a collection of four papers that deal with two large areas. On the one hand, the first two papers refer to the price structure of holiday packages offered by tour operators and the main goal is to analyse the control exerted by these intermediaries through their marketing strategies, as well as how quality and environmental indicators affect the price of the tourism product of the main sun and beach destinations. On the other hand, the second part of the thesis analyses tour operators' promotional strategies to represent the destinations and tourism establishments. The purpose of the last two papers is to propose and validate a measuring tool which is universal, innovative, comparable and dynamic, to examine the image projected by tourist destinations and accommodation establishments.MethodologyA detailed content analysis was conducted. It examined the information published by the main European holiday groups (TUI and Thomas Cook) in the tourism catalogues over a 9-year period (2005-2014). In particular, the descriptions analysed comprised the destinations and package holidays offered in 5 countries and 15 destinations: Spain (Mallorca, Tenerife, Gran Canaria, Fuerteventura, and Lanzarote), Turkey (Turkish Riviera, Turkish Aegean coast and Istanbul), Egypt (Cairo, Luxor & Aswan, Marsa Alam & Berenice, Sharm el Sheikh, Hurghada), Malta and Cyprus (Southeast Coast and West Coast). In total, 5,789 packages, 1,057 visual representations of tourist destinations and 17,187 of tourist establishments were evaluated.For the first two papers, several ordinary least squares linear regression analyses were conducted based on the methodology of hedonic prices. On the other hand, in papers 3 and 4, we developed a methodology based on combined techniques of content analysis and dynamic indexes of the projected image.ResultsThe first paper analysed the degree of control exerted by tour operators through their promotional variables and their marketing policies on the price of holiday packages. This degree of influence varied depending on the promoted destination. Overall, the concepts and brands developed by tour operators have a positive economic impact on prices which is worth highlighting, as well as the fact of belonging to hotel chains. However, the establishments that belong to the tour operator, or those where there is some kind of agreement or bond with the intermediary, have a negative impact; thus, the negotiated prices will be lower and the tour operator will be able to increase their margins of the package holiday. In turn, and related to the specialization of tour operators in the promotion of package holidays, there is a positive relevance on the price of certain market segments worth mentioning; particularly singles with a modern lifestyle, vacation clubs which offer a wide range of sports and leisure activities, active tourists who want to be in touch with nature, single parent families, couples and Wellness and Spas. In this regard, the influence of services like a gym, Spa and Wellness, underlines the need to invest in health and well-being. Additionally, some quality indicators, such as the category awarded and promoted by the tour operator, as well as the awards and certifications obtained by the establishments, had a significant impact on the price of the holiday package. Lastly, the steep rise in the use of mobile devices, even during the holidays, renders it relevant to mention how the availability of wireless connections (Wi-Fi) has a significant and positive impact on the price, compared to internet services offered using physical computers.Regarding paper 2, which analyses in detail the economic impact of different quality and environmental parameters featured in the description of holiday packages, the analysis on the classification systems revealed that the category exposed by the tour operator has a greater explanatory power on the price of the package than the official category assigned by each country's public institutions. …