Destination Marketing Organizations Research Articles

Traveller‐generated destination image: Analysing Flickr photos of 193 countries worldwide

AbstractThe purpose of this research is to introduce a method that utilises a combination of Google Cloud Vision AI's label detection and a topic‐modelling algorithm, latent Dirichlet allocation, to identify common destination images and to compare destinations worldwide. The study analyses 283,912 photos of 193 countries from Flickr.com, and 16 cognitive image attributes (CIAs) are identified. Subsequent hotspot analyses indicate the exact locations of these CIAs in three sample countries: France, the US, and Thailand. Destination marketing organisations (DMOs) can use this method to more effectively analyse and promote destinations during and after the COVID‐19 pandemic.

Factors Determining City Brand Equity—A Systematic Literature Review

The aim of this study is to analyze factors determining city brand equity (CBE) on the bases of a systematic literature review (SLR) according to a procedure developed by Tranfield. Five databases were searched (Scopus, Web of Sciences, Google Scholar, EBSCO, and Elsevier) for studies containing the term ‘city brand equity’. In addition, databases were searched for ‘destination brand equity’ and ‘place brand equity’ statements focusing on city brands. This SLR contains 36 empirical studies and does not include conference materials, and books. The analysis was based on three issues: general information (author/authors, year of publication, research tools, sample size, city and country as well as sample population), research specification (variables, hypotheses or research questions, statistical methods and research tools), and findings related to CBE and practical implications for destination marketing organizations, and destination or city managers. In summary, there are many factors determining CBE, including brand image, brand quality and brand awareness. These factors are related to cultural, environmental and ecological elements, as well as infrastructure and services offered to tourists. Brand assets related to the perception of the city brands in various aspects also proved to be important.

Will foodies travel for food? Incorporating food travel motivation and destination foodscape into the theory of planned behavior

ABSTRACT Little research exists on “foodies”, who are passionate about food and intend to travel for their special food interest. This study extended the theory of planned behavior model by adding two factors, food travel motivation and destination foodscape to understand the behavioral intentions of foodies towards food tourism. Data was collected from networks of foodies via an online survey. Findings empirically supported the motivation-attitude-behavioral intention relationship in the context of food tourism. Attitude mediated the relationship of food travel motivation and destination foodscape with behavioral intention. Implications for destination marketing organizations to promote foodies’ future food trips are presented.

A Convergence of Mobile Device Application Use and Smart Tourism: A Comparison of Korean and Non-Korean Smart Tourists

This paper aims to identify mobile device(smartphone) application(apps) usage by Korean and non-Korean tourists within South Korea(Korea); to classify these applications into a taxonomy of mobile device apps used by tourists; to better understand how these tourists utilize these apps while traveling; and to gain insight that can create actionable recommendations for which destinations can use to increase tourist satisfaction. A qualitative methodology approach was used for this paper; consisting of an online electronic survey instrument which asked open-ended questions on which mobile device applications were used. Those results were counted, coded, and then sorted; providing actionable insights to increase tourist satisfaction in pre-departure destination research, online purchases of transportation, accommodation, and entertainment, and tourism spending. Furthermore, valuable tourist trends were identified which could be utilized for eCommerce, smart tourism destinations, and destination marketing organizations(DMOs) to increase tourist satisfaction. A key finding included a significant increase in the use of Korean domestically created apps such as Naver (maps, navigation, transactional, and information), Kakao(maps, social, navigation, communication, taxi, banking, and entertainment), and several other Korean branded apps used by both Korean and non-Korean tourists. Another key finding showed that Koreans are using Facebook and Twitter less and, conversely, Instagram, YouTube, and TikTok, more than before. Therefore, smart destinations and cities must engage and embrace smart tourists on these platforms to promote their destinations to increase tourist satisfaction and intention to revisit and promote Korea as a travel destination.

Shanshui Poetry and Painting in Forming Outbound Tourists’ Perception of Destination Personality: A Netnographic Examination

Classical poetry and landscape painting are important traditional Chinese cultural associations and carriers of Chinese shanshui culture. This study reports the findings derived from examining their roles in forming the perceived destination personality held by Chinese tourists to Hokkaido. Based on a content and thematic analysis of tourists written accounts posted on online travel sharing community, the research reveals that classical poems and landscape painting take the roles of expressive vehicle of viewed scenery and lyric means to express tourists’ emotion and thought. They also exhibit Chinese tourists’ aesthetic interest in the feminine destination attributes. Findings of this research offer implications to destination marketing organizations (DMOs) to promote their Chinese marketing strategy through crafting culture-specific marketing messages and properly communicating with its target market.

Exploring the relationship between Australian university websites and international student enrolments

PurposeThis paper focuses on exploring the relationship between Australian university websites and international student enrolments. Few studies have investigated this relationship and, as such, this research addresses some of the existing knowledge gaps.Design/methodology/approachA mono-method qualitative methodology was adopted for this study. Primary data collection was through the website content of selected Australian universities. Six Australian universities were selected; three universities with positive international student enrolments and three universities with negative international student enrolments. The website content of the selected six universities was analysed using the dimensions of the ICTRT framework (Li and Wang, 2011) to evaluate website effectiveness. The study results were based on two analysis levels, an overall thematic analysis (level 1) and an ICTRT framework-based analysis (level 2). The thematic analysis, based on the major themes and concepts, was conducted using Leximancer 4.5.FindingsTwo major findings emerged. First, the websites of universities with positive international student enrolments tend to be more people focused whereas websites from universities with negative international student enrolments tend to be technology or system focused. Second, websites from universities with positive international student enrolments tend to be more visionary or forward focused whereas websites from universities with negative international student enrolments tend to be more backward focused. Additionally, the study findings indicate some important website marketing strategies for Australian universities with negative international student enrolments.Research limitations/implicationsThis study used ICTRT framework to evaluate the websites of Australian universities. Li and Wang (2011) proposed this framework for evaluating websites. Hotel, travel agency and destination marketing organisation websites have been assessed using the ICTRT framework (Li and Wang, 2011; Pai et al., 2014; Sun et al., 2017). This model has not previously been used, however, to evaluate tertiary education websites. This study is among the first to examine the university websites using a theoretical framework employed in destination marketing organisations which is a major theoretical contribution.Practical implicationsThe major findings indicate that the website attributes, which are future focused and people oriented, are necessary for university websites with negative international student enrolments. Similar to university websites with positive international student enrolments, university websites with negative international student enrolments should also provide more contact details of staff members, should be more people oriented and should provide information focused on future students rather than past and current students. These practical implications are useful for administrative bodies in Australian universities for increasing international student enrolments.Originality/valueThis study is among the first to examine the university websites using a theoretical framework used in destination marketing organizations which is a major theoretical contribution. For example, this study has provided an illustrative example of how a research model of destination marketing organizations will be used in the universities or higher education context.

Destination selection: Influence of tourists’ personality on perceived travel constraints

This study discusses how tourists’ personality traits influence their perceived travel constraints during the destination selection process. Specifically, it investigates how the personalities of tourists involved in the preliminary consideration of a tourist destination influences their perceived leisure travel constraints and the corresponding information searches under different temporal distance conditions. Partial least squares (PLS) and PLS multi-group analyses were performed on 335 completed surveys (177 and 158 for the distant- and near-future scenarios, respectively) and revealed that the constraints of safety concerns and a lack of interest, time, and money were major concerns of tourists. These constraints were experienced more strongly for a high temporal distance, than a low temporal one. The impact of personality on perceived constraints was more evident for high temporal distance. The study has practical ramifications for destination marketing organizations in that it can enhance their understanding of tourists’ behavior during the pre-trip planning stage, and help prevent the “premature” elimination of their destinations.

Linking tourists’ performing arts experience and perceived destination image

ABSTRACT With the rapid growth of the middle class in emerging economies, more consumers are patronising commercial arts performances as their leisure choices. As a unique cultural element of a destination, performing arts continue to attract both local and tourist audiences’ attention and contribute to construct its destination image. Despite the importance of performing arts, the link between the branded performing arts product and the perceived destination image by tourist audiences remains unexplored. This study fills the research gap through developing and testing a conceptual model that connects tourist audiences’ living performance experience and the perceived image of a destination. A total of 419 completed questionnaires from the audience of a live circus show in Zhuhai, China were collected and analysed. The results of structural equation modelling reveal that the quality of both core and supplementary services of performing arts affects tourist audiences’ perceived value of spectating performing arts, which then influences their satisfaction and perceived destination image. The findings highlight the potential role of performing arts in promoting a destination. Managerial implications for performing arts service providers and destination marketing organisations are also discussed.

Erasmus+ Mobility: Empirical Insights into Erasmus+ Tourists’ Behaviour

Erasmus+ students represent a large sub-segment of educational tourists, making this segment an attractive market for universities as well as destination marketing organisations. Unfortunately, very little is known about Erasmus+ students’ travel behaviour; hence the present study aims at extending empirically supported knowledge about travel behaviour of students during their Erasmus+ mobility. Data was collected via an online survey among all Erasmus+ enrolling students in the academic year 2016/17 in Slovenia. The results show that 93 of the participants travelled during their mobility. The level of studies as well as gender affect students’ travel behaviour, making the two characteristics immediately useful attributes when targeting Erasmus+ travellers. Based on perceived destination attributes, male students predominantly seek cities with attractive nightlife but female students look for easily accessible cities, which are safe and offer attractive cultural sites. These findings suggest that tourism providers, destination tourism organisations and universities should work hand in hand when designing personalised tourism experiences and their promotion among Erasmus+ students. This is crucial during the phase of planning Erasmus+ mobility, when students choose their destination and host university, as well as during students’ Erasmus+ mobility, because Erasmus + students travel during their student mobility. Keywords: Erasmus+ mobility, education, international students, destination attributes, tourist behaviour

Measuring the Gaps in the Projected Image and Perceived Image of Rural Tourism Destinations in China’s Yangtze River Delta

Destination Marketing Organizations (DMOs) at all levels have an ultimate goal of building strong and positive images for their destinations. However, the projected image from the supply side is not necessarily the mirror of the perceived image from the demand side. This study adopted the content analysis method to evaluate the projected image and perceived image of rural destinations in China to see whether there is any discrepancy between and within the two categories. Comparative analysis of different information sources including web contents and on-site visitor interviews were processed. The evaluation of image congruency demonstrates that official websites focus more on cognitive image elements (knowledge and beliefs of the place). Besides promoting attractions, it provides information on geography background and promotes local culture. Business web content promotes attractions, package tour, and activities which can generate revenue. The perceived image includes more sentiment contents: on-site visitors expressed more negative attitude, but social media comments are relatively positive.

The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer

Abstract This paper addresses calls for more detailed studies of small tourism enterprises. Researchers report a lack of adoption and ineffective utilisation of digital technologies in smaller tourism businesses. The study focuses on two university-facilitated projects of digital marketing adoption and utilisation by 53 small and medium sized tourism businesses in the South of England. The framework for this study was driven by Modes of Knowledge Transference and Technology-In-Practice. The findings describe peer-to-peer knowledge acquisition and sharing that take place in university-led projects and suggests that a combination of Mode 1 and Mode 2 knowledge helps entrepreneurs to advance their digital marketing knowledge. Peer-to-peer clusters are an effective means of placing digital marketing knowledge and technology in the context of small and medium tourism business practice. The paper provides implications for destination marketing organisations and policymakers and suggestions for future avenues of research are offered.

Determining Factors of Length of Stay of Indian Domestic Tourists

There is a trend of shortening lengths of stay (LOSs) in tourism, coupled with more frequent trips. Since tourism revenue derives from the duration of stay of tourists at destinations, tourism marketers are interested in attracting those tourists who stay for longer, and thus more profitable durations. Indian domestic tourism is a huge market but it has been insufficiently researched. As a result, destination marketing organizations (DMOs) are constrained to depend more on hunches in their efforts to attract tourists. This study attempts to identify the determining factors of length of stay of Indian domestic tourists with empirical evidence adopting multiple regression and the MARS (multivariate adaptive regression splines) model. The findings fill an essential gap in the tourism literature, as pertains to lengths of stay at Indian destinations. They also help destination marketing organizations better understand the nuances of tourist behavior, so they can craft appropriate marketing strategies that attract those tourists who tend to stay for longer durations.

Motivators of attendance at eco-friendly events

This study identifies the factors that attract U.S. residents to eco-friendly events. To achieve our research objective, we obtained data (N = 1,115) from a cross-national, web-based survey distributed to consumers 18 to 65 years of age living in the continental United States. The questionnaire was comprised of five multi-item summated rating scales adapted from the research literature: (1) environmentalism importance; (2) event motivation (push and pull factors); (3) event values; (4) event retention; and (5) sociodemographic information. Data analysis was performed using the SAS® Enterprise MinerTM version 14.1. It identified four intrinsic push factors: “social status promotion,” “making a connection with the environmentally knowledgeable people,” “self-remediation,” and “learning about up-to-date environmentally sustainable products and practices.” There was one extrinsic pull factor: “location.” The findings can help tourism policy and decision makers, planners, marketers (e.g., destination marketing organizations, convention and visitor bureaus), and academic specialists in destination management and marketing.

Segmenting Tourists Based on Traditional Versus Social Media Usage and Destination Image Perception

Despite considerable insight into both traditional and social media, the research on these media types is largely mutually exclusive. Consequently, it is largely not known what media tourists use before forming an image of a destination for potential visitation. To provide insight into this phenomena, this study segmented 558 tourists to South Africa based on their media usage and destination image perception. The first segment, experienced South African tourists (39%), did not use media when forming an image of South Africa, but rather focused on their frequent past experience. This segment rated cognitive and behavioral image of South Africa the highest. The second segment, friends and family orientated tourists (21%), utilized personal sources in their destination image formation of South Africa. They also rated the country's image the lowest. The third segment, multiple media usage tourists (40%), employed both traditional and social media in forming their destination image of South Africa. These tourists also rated affective image of the country the highest. While destination marketing organizations (DMOs) need to continue to employ traditional and social media to cater for different consumer learning techniques and different consumer response stages of the largest segment (multiple media usage segments), three fifths of the sample are currently being neglected. Because past experience is incredibly relevant for segment validation and representing destination image of the two smaller segments, the DMO needs to identify through in-depth interviews what South Africa's destination image means to all three segments. This process allows comparisons between the segments to be made. It can identify how these tourists' perception of the country's image has changed with experience and if their perceived image accurately represents what is currently marketed by DMOs.

Blending foodscapes and urban touristscapes: international tourism and city marketing in Indian cities

PurposeGateway cities such as Delhi, Mumbai and Kolkata are central in the tourist experience to India, yet the official government authorities and destination marketing organizations tend to underestimate the potential of these destinations to prospective and returning international tourists. In particular, there is little empirical research on urban tourism, food tourism and city marketing in the aforementioned cities. This paper aims to explore the scope for the promotion of Delhi, Mumbai and Kolkata as food urban destinations.Design/methodology/approachFor the purposes of this study, a case study methodology using content analysis was developed to ascertain the nexus between food and tourism in the three observed cities. Materials were gathered for the year 2019, with a focus on brochures, tourist guides, websites and social media accounts for Delhi, Mumbai and Kolkata. A two-coding approach through NVivo was designed to analyse and report the findings.FindingsThe findings of the study suggest that the cities of Delhi, Mumbai and Kolkata fall short in positioning themselves as food urban destinations. Moreover, the study reports a dissonance between the imagery of Delhi, Mumbai and Kolkata portrayed to international tourists through induced images and the food-related experiences available in the cities. This divide reflects a pattern in destination marketing in India observed in previous research.Research limitations/implicationsThe exploratory nature of this study calls for more research in the trends and future directions of food tourism and urban marketing in Indian cities. Moreover, this study calls for further research on the perceptions of urban food experience in Indian cities among international and domestic tourists.Practical implicationsA series of practical implications can be drawn. First, urban and national destination marketing organizations need to join efforts in developing urban marketing campaigns that place food as a key element of the urban experience. Second, cities worldwide are rebranding themselves as food destinations and Indian cities should reconsider local and regional culinary traditions as mean to reposition themselves to food travellers’ similar niche segments.Social implicationsThe quest for authenticity is central in the expectations of incoming tourists. Moreover, the richness and variety of local and regional food in the cities analysed in this study can enhance urban visitor experience, with obvious economic and socio-cultural benefits for the local businesses and residents.Originality/valueThis study is the first of its kind to provide preliminary evidence on the nexus between food and tourism in Indian cities. Building from the literature, it developed a conceptual framework for the analysis of food tourism and urban branding and shed light on a currently overlooked aspect of incoming tourism to India.

Web 2.0 and Destination Marketing: Current Trends and Future Directions

Over the last decade, destination marketers and Destination Marketing Organizations (DMOs) have increasingly invested in Web 2.0 technologies as a cost-effective means of promoting destinations online, in the face of drastic marketing budgets cuts. Recent scholarly and industry research has emphasized that Web 2.0 plays an increasing role in destination marketing. However, no comprehensive appraisal of this research area has been conducted so far. To address this gap, this study conducts a quantitative literature review to examine the extent to which Web 2.0 features in destination marketing research that was published until December 2019, by identifying research topics, gaps and future directions, and designing a theory-driven agenda for future research. The study’s findings indicate an increase in scholarly literature revolving around the adoption and use of Web 2.0 for destination marketing purposes. However, the emerging research field is fragmented in scope and displays several gaps. Most of the studies are descriptive in nature and a strong overarching conceptual framework that might help identify critical destination marketing problems linked to Web 2.0 technologies is missing.

Are all Asian tourists the same? Chinese versus Japanese dining satisfaction

PurposeWith a focus on tourists' dining experiences, this study aimed to identify food neophobic tendencies and dining attributes that affect dining satisfaction and to compare these factors between two nationality groups – Chinese and Japanese.Design/methodology/approachFrom a paper-based survey, 380 usable responses were collected from inbound Chinese and Japanese tourists at an international airport in Korea. Bivariate and multivariate statistical analyses were employed.FindingsChinese tourists' level of dining satisfaction was related to their food neophobic tendencies as well as to the food, environment and service quality. Japanese tourists perceived quality of food and service only as important, and environment quality and food neophobic tendencies were not related to their dining satisfaction.Research limitations/implicationsThe findings of this cross-cultural study can be used to improve understanding of international tourists' perceptions and food-related personality traits and have implications for increasing favorable attitudes toward local food at tourist destinations. Destination marketing organizations and local restaurateurs can use the results to develop marketing strategies tailored to each tourist segment.Originality/valueSuccessful marketing strategies for promoting a tourist destination must consider how tourists view the local food as an aspect of the destination attraction. Many studies have considered all Asians as a single homogeneous entity, specifically in comparison with Westerners. This study attempted to debunk the myth of homogeneity by comparing two Asian countries, which may differ in regard to their dining satisfaction.

Online Tourism Information and Tourist Behavior: A Structural Equation Modeling Analysis Based on a Self-Administered Survey.

This study presents the interacting phenomena of perceptions of tourist destination online content (TDOC) and tourists’ behavioral intentions with a mediating role of tourists’ satisfaction, which is as yet under-explored in hospitality and tourism research. A model based on three main constructs, namely TDOC (with sub-constructs of online information quality and user-friendly accessibility), satisfaction, and tourists’ behavioral intentions [with sub-constructs of intentions to visit a tourist destination and electronic word-of-mouth (eWOM)], is presented to determine the growth of tourism business with the internet. Data were collected via a questionnaire-based survey from 413 tourists staying at hotels in Lahore city in Pakistan. Partial least square structural equation modeling was used to statistically analyze the gathered data. The findings indicate that tourists’ perceptions of TDOC directly influence their behavioral intentions, while tourists’ satisfaction exerts a mediating influence between tourists’ perceptions of TDOC and their behavioral intentions. Taking advantage of an economical and widespread online environment, destination marketing organizations could attract more tourists by fostering confidence in TDOC and positive eWOM to remain competitive in the long run. Important theoretical and practical implications are discussed.

The role of food festivals in branding culinary destinations

Food-themed festivals are at the heart of culinary tourism and have long been identified as a key element contributing to a destination's competitiveness. Building on the motivation, opportunity, ability (MOA) theory and elaboration likelihood model (ELM), the current study investigates how participants' motivation, time pressure and prior festival knowledge play a role in portraying a favorable culinary destination image that in turn attracts repatronage. In addition, the moderating role of food involvement is also examined. The results are expected to advance the literature on destination branding, and provide managerial insights for destination marketing organizations and industry practitioners.

The impact of virtual reality technology on tourists’ experience: a textual data analysis

This paper is focused on the study of the quality of experience lived by tourists when visiting a cultural heritage destination by using a tourist product based on a virtual tour. The research is justified by the increased demand by tourists to have a memorable experience in a destination as well as the growing offer on virtual reality and augmented reality technologies applied to the tourism sector. The database consists of online comments extracted from those who visited two well-known tourism destinations in Spain, Seville and Barcelona, where the immersive virtual reality technology named Past View is currently used. A total of 119 online comments on the tourists’ experience after the use of the Past View smart glasses and posted in the e-WOM community Trip Advisor were valid for the analysis. Using a correspondence analysis of textual data, the results shed light about how virtual reality technologies influence on tourists’ quality of experience. The findings drawn from the empirical analysis provide destination marketing organizations suitable and useful information to promote the destination and therefore encouraging entrepreneurs to innovate in tourism sector to attend the desire of tourists to have a memorable tourist experience.