Segmenting eWOM Seekers in Tourist Destinations: Communication Dynamics in Czechia and Slovakia

Exploring user acceptance of 3D virtual worlds in travel and tourism marketing

Are We Listening? How to Engage Low-Income Caregivers with Nutrition Messaging

This study investigates, from a cognitive perspective, the effectiveness of metaphor use in the communication of tourism print advertising-related messages (visual images). The researcher examines how the use of metaphorical language generates an effective visual image based on Lakoff and Johnson's (1980) model of metaphor. The study analyzes the mental impacts of metaphor usage in tourism print advertisements and investigates how they can contribute to an effective communication of tourist messages (images of certain tourist destinations). This research article investigates the power of employing metaphor as a figure of speech which increases imagery and memorability of the described tourist service and product. This study takes on the question of how metaphorical language constructs beautiful images of a given tourist destination and examines what kind of metaphor seems to be highly frequent and pervasive within the gathered data by the application of Lakoff and Johnson’s model-based cognitive perspective. This study makes use of both content analysis, as a qualitative research tool, and frequency count, as a quantitative research tool, to analyze the written language of tourism print advertising in various countries all over the world. This research article aims to conduct a comprehensive analysis of nineteen distinct tourist prints encompassing diverse tourist destinations around the globe. The purpose of which is to find out the most frequent type of metaphor and its impact on the communication of attractive and appealing images of certain tourist destinations. This mixed approach is established on appropriately constructed principles that would enable the author of this study to answer its questions. Lakoff and Johnson’s (1980) model-based cognitive perspective, as the theoretical framework of this study, provides the bases and the analytical tools to interpret the inferred information in this study. The findings indicate that approximately 68.4% (13 out of 19) of the analyzed ads contained structural metaphors, whereas around 31.6% (6 out of 19) contained ontological metaphors. Advertisers make recourse to structural metaphors because they offer a concise and comprehensible means of conveying complex ideas (abstract notions). They facilitate clarity in terms of communication of fundamental aspects and experiences. They resonate with the preference for the visual communication of compelling images of certain tourist destinations. They help to create captivating imagery that attracts the audience's attention and evokes specific emotions or perceptions which is one of the main marketing techniques in advertising practices. The extracted results which are predicated on the use of content analysis to investigate the collected data prove that metaphor-based messages tend to be significantly present in tourism print advertisements. The findings suggest that the use of metaphor is highly effective when it comes to intelligibly communicating abstract complex notions (images) related to tourist destinations. The most frequent type of metaphor as far as the examined data is concerned is the so-called structural metaphor. It is found to be much more effective in terms of communicating highly intricate thoughts and conveying unique and special qualities of a certain destination that make it stand out. It is one of the most important types of metaphor which are defined by Lakoff and Johnson (1980) (orientational, ontological, and structural metaphor). It constructs evocative and memorable images of the target tourist destination. The main limitation of this research article is that it heavily relies on Lakoff and Johnson's model-based cognitive perspective, which is not that widely accepted theory within the academic arena and does not consider other theoretical perspectives in the investigation of this research problem. Another limitation could emerge from not taking into account the factor of the so-called context of those examined tourism print advertisements (visual presentations and the target audience). These described limitations provide a framework for further future research in this area in order to perfectly gain more reliable and valid insights into this subject matter which is under investigation.

What sources of information do tourists consult when choosing a travel destination? How can communication channels be used to reach the tourist market for a specific region? This resource provides new insight into these important questions and more on developing tourism marketing strategies using the key factors of communication and channel systems. Communication and Channel Systems in Tourism Marketing features both conceptual and applied research which provides an excellent base for tourism marketers and destination planners to evaluate and improve their overall tourism marketing programs. Tourism and hospitality scholars discuss communication distribution channels, media selection, information needs and sources, importance of travel brochures and slogans, brochure design, and the effectiveness of communication messages in tourism marketing. The advantages and disadvantages of a wide variety of communication channels are explored including word-of-mouth, brochures/pamphlets, travel agents, magazines, radio, television, and slogans. Some of the topics covered in this book that demonstrate the use of communication and channel systems in tourism marketing are: building repeat visitor relationships image formation distribution channels communication messages and their effectiveness design of destination- and attraction-specific brochures communicating unique selling propositions in slogans This groundbreaking book presents original, empirical research that incorporates communications and channels systems as integral components of tourism marketing. The diversity and originality of these tourism research cases will be helpful to destination promoters, tourism decisionmakers, and tourism planners worldwide. Communication and Channel Systems in Tourism Marketing is also a valuable supplementary text for students in courses on leisure, recreation, hospitality, tourism, and marketing.

Rapid Assessment Procedures Formative Research Approach Used to Design a Mobile-technology Enhanced Social and Behavior Change Communication Nutrition Strategy in Nigeria (P16-053-19)

Introduction: Primary prevention of infection-associated cancers such as cervical cancer includes deployment and acceptance of vaccines, which is centered on educating people, intervention program designs, and community inputs. Such health promotion programs in Africa have suffered setbacks through inadequate attention to the peculiarities of context. It is, therefore, important to ascertain available health communication resources and preferences. Objective: The objective of this study is to ascertain the knowledge of human papillomavirus (HPV) and cervical cancer, sources and communication preferences of health communication among the respondents. Methods: Four hundred 15–45-year-old patients, were selected by random sampling technique. A questionnaire was used to document their biodata, knowledge of HPV and cervical cancer, and health communication resources and preferences. Focus group discussions (FGD) was used to supplement the quantitative data. Results: The knowledge of HPV and cervical cancer was poor compared to 60% for HIV/AIDs. HPV was not considered sexually transmitted by the majority of respondents. The FGD revealed misconceptions that included HPV infection as “punishment from God,” “spiritual attacks from enemies,” “possibility of transmission through inheritance, poor hygiene, or mosquito bite.” The preferred channel of health communication about HPV and cervical cancer was through religious associations, 30%; electronic media, 28.5%; traditional rulers, 12.2% and social clubs/ethnic associations, 11.5%. The respondents recommended the use of communal methods such as town crier, ethnic associations, and traditional leaders for health communication. Conclusion: Respondents had poor knowledge of HPV and cervical cancer. Context tailored intervention programs, using their preferred means of health communication could improve knowledge and practice toward these conditions.

This study explores the tourist experiences within Kinabalu Park, Sabah, with a particular focus on Word-of-Mouth Intentions (WOM). By examining various dimensions of tourist memorable experiences, encompassing destination image, social media interactions, and satisfaction, it unravels the intricate dynamics that underpin WOM. Employing Partial Least Squares Structural Equation Modelling (PLS-SEM), the study elucidates the substantial influence of social media on destination image and WOM intentions. Furthermore, it identifies social media interactions as a moderator in the relationship between destination image and WOM, shedding light on the nuanced communication dynamics prevalent in the tourism landscape. This underscores the evolving role of social media in tourism communication, exerting a significant influence on perceptions and communication patterns among tourists. The findings of this study carry implications for both practical applications in tourism marketing and academic research. For practitioners, the insights gleaned from this research offer valuable guidance in leveraging social media platforms to cultivate positive destination images and foster word-of-mouth communication. By recognising the pivotal role of social media in shaping tourists' perceptions and communication behaviours, tourism marketers can develop targeted strategies to enhance destination image and stimulate positive word-of-mouth promotion. Moreover, the study provides empirical evidence supporting the effectiveness of social media interventions in influencing tourist behaviour, thus informing strategic decision-making processes within the tourism industry. From an academic perspective, this study contributes to the existing body of knowledge by providing empirical insights into the complex interplay between social media, destination image, and word-of-mouth intentions in the tourism context. By employing advanced statistical techniques such as PLS-SEM, the study offers a rigorous analysis of the underlying relationships, thereby enriching our understanding of tourist behaviour and communication dynamics within tourism destinations. Furthermore, the study contributes to advancing theoretical knowledge in the field of tourism communication, underscoring the evolving role of social media in shaping tourist behaviour and communication patterns.

Direct-to-consumer (DTC) sexually transmitted infection (STI) screening methods utilize self-collected samples in a non-clinical setting. DTC methods may reach a population of women who avoid screening due to stigma, privacy concerns, or who lack access to clinical care. Little is known about the salient dissemination approaches to promote these methods. The study's purpose was to identify preferred sources and communication channels for information about DTC methods among young adult women. Participants were sexually active 18-24-year-old college women at one university, recruited via purposive sampling using campus email, list-servs, and campus events to participate in an online survey (n = 92). Interested participants were invited to participate in in-depth interviews (n = 24). Both instruments were guided by the Diffusion of Innovation theory to identify relevant communication channels. Survey participants ranked healthcare providers as their preferred source of information, followed by the internet and college- and university-based resources. Race was significantly associated with the ranking of partners and family members as information sources. Interview themes focused on healthcare providers legitimizing DTC methods, using the internet and social media to increase awareness, and linking DTC method education to other services provided by the college. This study revealed common information sources that college-age women may utilize when researching DTC method information and potential channels and strategies for DTC uptake and dissemination. Utilizing trusted sources including healthcare providers, trusted websites, and established college resources as dissemination channels may be beneficial to increase the awareness and use of DTC methods for STI screening.

Tour operators have been identified as vital information sources influencing the images and decision-making processes of tourists. Bloemfontein is situated in Central South Africa. Tourism marketers believe that the city is an ideal stopover destination for national tour operators en route to other destinations. Research was conducted among national tour operators in Johannesburg, Durban and Cape Town to determine their perceptions of Bloemfontein and whether they regard the city as a tourist or stopover destination. The research indicates that the city is not regarded as a tourist destination, but is seen as an ideal stopover destination which could be included in future tour itineraries. It is currently excluded because operators are unfamiliar with the tourism offering(s) of Bloemfontein due to insufficient marketing by the tourism officials of the city.

The proliferation of the Internet and other technological innovations has transformed the structure of the tourism industry as well as affected how tourism destinations are perceived and consumed. The 3D virtual world provides opportunities for destination marketing organizations to communicate with targeted markets by offering a rich environment for potential visitors to explore tourism destinations. However, as of yet, there is little understanding about how to effectively market tourism destinations to virtual world participants who are technology users as well as potential consumers. The purpose of the present study is to develop a research framework that integrates the technology acceptance model (TAM) and self‐determination theory to understand how tourists use a 3D virtual world. Primary data were obtained for this study through self‐administered Web questionnaires. The data were conducted in a laboratory setting with 186 participants. This study contributes to the empirical TAM literature by applying the model to a 3D virtual tourism site. Additionally, this study provides a research framework to capture the entertainment nature of a 3D virtual world by extending the TAM to incorporate psychological elements of self‐determination theory to understand consumer experience. From the perspective of tourism professionals, this study contributes to an understanding of how best to construct informative and interactive tourist destinations in 3D virtual worlds to attract potential online and real‐world tourists. Copyright © 2015 John Wiley & Sons, Ltd.

The article is devoted to topical issues of tourism development. Some aspects and specific characteristics of tourism development are considered. The analysis allowed to determine possible directions of development of tourist activity by the formation of unique tourist offers based on the analysis of tourist potential of a tourist destination. The key trends in the development of tourism in the world are highlighted. Today, tourism is one of the important areas of the economy in many countries around the world. The industry's contribution to world GDP in 2019 was 10.4%, in 2020 due to the coronavirus pandemic it decreased to 5.5%. Therefore, it is necessary to develop new management models and tourism development programs to return the industry to its position in 2019, as well as to improve them in the future. In particular, some trends in the development of tourism in different countries were analyzed, which allowed making a comprehensive description of trends in the tourism market. An important component of the development of tourism is the formation of its own attractive tourist image. The image of the destination is of fundamental importance in attracting investors and consumers of tourism products. At the level of tourism marketing in the country, the creation of its favorable image becomes a state task, the solution of which largely determines the success of the tourist complex. Based on the analysis of trends in the tourism market, elements of marketing promotion that are characteristic of developing tourist destinations were identified. Among such tourist destinations was Albania - a tourist destination was described as a destination that was not in high demand due to outdated material and technical base and geopolitical situation in the country, one of the few traditional Muslim countries in Europe, attracting tourists with unique nature and rich nature a combination of recreational beach tourism and cultural and historical monuments that accompany the tourist at every turn. The analysis of the tourist potential of the country allowed to determine the features of tourist activity in the country. Based on the analysis, the article highlights the main mechanisms for the development of tourism, in particular: branding of tourism; creating a positive image of tourist destinations; increasing the environmental friendliness of tourism activities; promoting the recovery of demand for tourist destinations.

Tourism is one of the most dynamically developing sectors of the economy. Digital marketing in tourism is becoming a reality, more and more companies in the tourism sector apply information technology in all types of interaction. This not only corresponds to modern trends, facilitates the implementation of economic intra-company tasks, but also contributes to the development of the economy as a whole. The article presents an analysis of existing research in the field of digitalization of tourism, as well as current issues of digital marketing in the tourism sector. Particular attention is paid to the personification of tourism and the role of digital thinking as a condition for the formation of digital skills of consumers of tourism services. The main marketing combinations for promoting a tourism product using digital technologies are highlighted. Modern trends in digital marketing, product promotion strategies using digital technologies are considered: a portfolio of tourism products and branding of tourist destinations. The use of big data in tourism is studied as forecasting demand for tourism products, analyzing the target audience and compiling a portrait of a consumer of the tourism services market. Strategies for promoting a product using digital technologies are disclosed. The development of tourist destinations in the era of digitalization in accordance with the concept of "Tourism 4.0" reflects new solutions in the field of digitalization of urban agglomerations. The main directions of development of digital marketing in tourism are defined and recommendations for future research are developed. With the advent of the digital era, the use of digital marketing in tourism is becoming more and more extensive. Scientific research on the impact of digitalization on the tourism sector is aimed at studying the behavior of tourists as consumers of tourism services and other aspects related to government regulation of the tourism sector, the creation of regulatory documents on the promotion of tourism in online communities. The current situation with digital marketing research in the tourism sector in the regions is systematically analyzed. The tasks of the academic community in the global dimension are: developing a structure for a digital marketing portfolio in tourism; defining a digital portfolio of tourism products; developing an online pricing mechanism. In addition, the task is to develop technologies for promoting a digital tourism product. The purpose of the article is to analyze the digital technologies used in the tourism sector, identify areas of change in the field of digital marketing in tourism, and answer the question of how these changes will affect the economic development of the region in the future. In the practice of tourism, the introduction of digital technologies is fragmentary, aspects of the digitalization of the industry associated with customer-oriented and systemic scientific approaches are not taken into account. The innovations being implemented most often concern the administrative activities of tour operators. This is not entirely correct. We believe it is necessary to pay special attention to the principles of systemicity in organizing tourism activities. The introduction of digital technologies should be based on scientific research in the digital industry. Keywords: digital marketing in tourism, tourism economics, digitalization, digital thinking, promotion of tourism product, tourist destination.

This study explores the use of management activities (tourism planning and marketing) in explaining collaboration and partnership in a tourism destination. Analysis of findings was based on seven management activities, evaluation of partnerships with tourism-related organizations, and 23 statements measuring the extent of interaction and collaboration between destination players. Data was collected from three tourism areas in Botswana. Factor analysis, reliability analysis and a series of independent t-tests were used to analyse the data. Study results indicate that tourism marketing has more influence than tourism planning in explaining and evaluating tourism collaboration and partnerships. The study found statistically significant differences between organizations which have tourism marketing activities and those which do not. Destination management organizations need to encourage tourism organizations to design and implement tourism marketing plans with a view to enhancing collaboration and partnerships in a destination.

New communication methods and technology continue to emerge and evolve – as do societal trends – making it paramount that Extension professionals stay abreast with the preferred communication channels of potential clientele. By being aware of clients’ preferred communication channels, Extension professionals can increase the number of participants who benefit from their work while also improving the quality of the message being delivered. The present study examined the preferred communication channels of potential Extension clientele specifically when gathering information regarding their community. Specifically, a non-probability opt-in sampling procedure was employed whereby respondent (N = 3,347) communication channel preferences were analyzed from an audience segmentation and uses and gratifications perspective. Overall, the results indicated the most effective channels through which to reach potential Extension clientele under 50 years of age is through the internet and social media, while word of mouth and newspaper are preferred channels for those 50 and over. However, the results of the study indicate there are a variety of potential communication channels with varying degrees of preference among different audiences. Using study results as a starting point to inform communication channel strategy may help to Extension professionals ensure the correct message is provided to the correct audience via the correct channel.

Effective communication is essential for maintaining audit quality and providing assurance over financial information. This study investigates auditors' communication channel preferences and their impact on audit quality in the context of digitalization and changing communication norms. The research aims to address two primary questions: the communication channels auditors prefer and use for audit-client communication, and how the choice of communication channels influences audit quality. The audit quality is measured through audit effort and auditor performance using a descriptive and quantitative research design. The preferred and actual communication channels are categorized as traditional (face-to-face) and technology-mediated (e-mail, instant messaging, phone calls). The findings reveal that while auditors prefer in-person meetings and texting platforms, they mostly use technology-mediated communication during audits, possibly due to factors like the COVID-19 pandemic. The study contributes to a deeper understanding of auditors' communication choices and their impacts on audit quality. It suggests that the complex relationship between communication channels and audit quality needs further exploration, potentially through larger sample sizes and mixed-method approaches. The insights gained from this research can benefit audit practitioners, regulators, and educators in enhancing audit communication practices and quality.