Destination Marketing Research Articles

Understanding the effect of smart tourism technologies on behavioral intention with the stimulus-organism-response model: a study in Guilin, China

ABSTRACT This study develops a theoretical model to investigate the impact of smart tourism technologies (STTs) on visitors' revisit intention using the stimulus-organism-response theory. Moreover, the moderating effects of technology readiness on the relationships among STTs, visitor engagement and memorable tourism experiences (MTEs) are further examined. The results revealed that visitor engagement and MTEs significantly mediate the relationship between STTs and visitors' revisit intention. Moreover, negative technology readiness negatively moderates the relationship between STTs and visitor engagement. The findings suggest that to enhance tourists' MTEs and revisit rate, destination marketers should reduce travelers' discomfort with and insecurity about STTs.

How do social media tourist images influence destination attitudes? Effects of social comparison and envy

ABSTRACT This study focused on the impact of attractive travel selfies on potential travelers, especially when they have a positive self presentation intention. The study is based on social comparison theory and found that positive self presentation intentions motivate people to engage in upward body comparisons. If the upward body comparison led to self-image concerns among potential travelers, their perceptions of both benign and malicious envy were enhanced. When self-image concerns were absent, only benign envy perceptions were increased. Our research confirms that the physical attractiveness of tourists’ selfies on social media has an impact on destination marketing effectiveness.

Understanding the Critical Factors Driving Event Leveraging: Perspectives from Small and Medium-sized Enterprises

This study aims to understand tourism and hospitality small and medium-sized enterprises' (THSMEs) decision making about event leveraging, specifically by exploring the critical factors that drive THSMEs to engage in event leveraging. By examining event leveraging from the entrepreneurial process perspective, this study provides new understanding of evaluating and interpreting local businesses' event leveraging. The results from semistructured interviews with THSMEs' owners and managers revealed four critical factors affecting THSMEs' decision making regarding event leveraging.Information availability, which refers to obtaining information about upcoming events in a timely manner and acquiring know-how in event leveraging, was found to be the most critical factor. This factor was found to influence another three factors, namely, business strategy, internal resources , and attitude and belief toward event leveraging. Based on the findings of this study, practical recommendations are provided for destination marketing organizations and local business associations to better support THSMEs to benefit through events.

The resilience and viability of farmers markets in the United States as an alternative food network: case studies from Michigan during the COVID-19 pandemic.

This paper examines the resilience of farmers markets in Michigan to the system shock of the global COVID-19 pandemic, questioning how the response fits into market goals of food sovereignty. Adapting to shifting public health recommendations and uncertainty, managers implemented new policies to create a safe shopping experience and expand food access. As consumers directed their shopping to farmers markets looking for safer outdoor shopping, local products, and foods in short supply at grocery stores, market sales skyrocketed with vendors reporting selling more than ever before, but the longevity of this change remains unclear. Our data collected via semi-structured interviews with market managers and vendors, and survey data from customers from 2020 to 21, suggest that despite the widespread impact of COVID-19, there is not sufficient evidence consumers will continue to shop at farmers markets at the rates they did in 2020-21. Furthermore, reasons consumers flocked to farmers markets do not align with market priorities for increased food sovereignty, as increased sales alone are not a sufficient driver for this goal. We question how markets can contribute to broader sustainability goals or serve as alternatives to capitalist and industrial modes of agricultural production, problematizing the role of markets in the food sovereignty movement.

Investigating tourist visit behavior in Bengkulu, Indonesia: The role of satisfaction, trust, and price

Bengkulu, a rapidly developing tourism destination in Indonesia, presents a unique context for understanding tourist behavior. This study investigates the influence of satisfaction, trust, and price on tourist visit behavior in Bengkulu. Using a sample of 340 tourists and employing Structural Equation Modeling (SEM), the study tests the relationship between these variables. Results indicate that both satisfaction and trust have a significant positive impact on visit behavior. However, the price does not significantly influence visit behavior. These findings underscore the importance of enhancing tourist satisfaction and building trust to improve visit behavior in Bengkulu. The findings also suggest that price, in this particular context, might not be a crucial determinant for tourists' decisions to visit. This study contributes to the literature on tourist behavior and provides practical implications for destination marketing in Bengkulu and similar emerging tourist destinations.

Exploring the Role of Advertising in the Context of Tourist-Destination Congruity

Tourists are flooded with advertising messages, including destination-attribute-based or user-imagery-based pictures, to persuade them to visit the destination. While research emphasizes destination choice to result from tourist-destination congruity, examining the influence different pictures have on tourist decision-making is of increasing interest. Therefore, this study sought to investigate the efficacy of destination-attribute-based versus user-imagery-based ad stimuli to influence the tourist-destination congruity and predict a person’s likelihood of choosing the destination. Results from a quantitative study of 496 young Slovenians show that a higher degree of ideal and ideal social tourist-destination congruence would lower one’s perceived purchase risk and yield positive attitudes toward the ad with a destination-attribute-based picture as opposed to the ad with a user-imagery-based picture. Implications for destination marketing are discussed, such as evaluating a typical destination visitor when one is included in the advertising and when one is not.

How cute mascots affect relationships with tourism destinations: A moderated mediation model

The mascot, acting as an ambassador for a destination, plays a significant role in promoting tourism development. However, limited research has focused on the cute features of a mascot and its marketing effects on a destination. This study extends the literature on cuteness and mascots by examining the effect of including a cute mascot in destination advertising on a person's travel intention. Four experiments were undertaken to investigate the cuteness effect. It was found that including a cute mascot in a destination advertisement increased travel intention. Feelings of healing and destination intimacy mediated the cuteness effect. The moderating role of social exclusion was also examined. The study revealed that a mascot's cuteness effect was stronger for socially excluded individuals. The findings give destination managers novel insights into mascot design in tourism and destination marketing.

MARKETING AS A TOOL OF ANTI-CRISIS MANAGEMENT IN COMMERCIAL BANKS OF THE RA

Marketing plays a key role in economic recovery during the crisis and post-crisis periods, as a link between business and customers. Both in organizations and in banks, marketing is used as an anti-crisis management tool, which future economists should be aware of. Marketing strategies are tools for increasing the market efficiency of commercial banks, which allow them to take a leading position in the banking system. In recent years, marketing has reached its peak of development, commercial banks fulfill their mission based on marketing strategies and goals. During the crisis and in the post-crisis period, banks need to rethink their marketing strategies in order to adapt to the conditions of an emerging market, but they should not cut marketing costs. The banks seeking to cut marketing costs to maintain profits may subsequently lose their positions and market share. In the course of the scientific article, was presented the Herfindahl-Hirschman index, was carried out linear regression, were tested Gauss-Markov conditions to determine the impact of marketing expenses on increasing the profitability of RA commercial banks. The data and approaches represented in the article are usable during the work with students.

An Overview of the Organization that Oversees the Tourism Industry

The tourism industry is a complex and diverse field, encompassing a wide range of businesses and organizations that provide products and services to travelers. These organizations operate within a global market, catering to a diverse range of customers with varying needs and preferences. In this overview, we will examine the various types of organizations, schemes and institute, that make up the tourism industry, including hotels, airlines, tour operators, travel agents, and destination marketing organizations. We will also discuss the challenges and opportunities faced by organizations operating in this sector, such as changing consumer preferences, technological advancements, and the impact of globalization. Overall, this overview aims to provide a broad understanding of the structure and dynamics of the tourism industry globally and in India and the various factors that shape its development and growth.

Place Branding: A Systematic Literature Review and Future Research Agenda

This study aims to systematically review the place branding literature and comprehensively synthesize the academic research in this domain. Accordingly, this study examines the development of place branding research over time in terms of years of publication, publication outlets, authorship, countries, methods, and theories adopted. Further, based on the literature synthesis, this review proposes a conceptual framework by integrating the antecedents, mediators and consequences reported in the place branding literature. This study also performs a lexicometric analysis to illustrate different themes of place branding research studied over time. Finally, this study identifies under-researched areas in place branding and provides directions to advance this research in terms of theory development, context, characteristics and methodology. Overall, this review contributes to the place branding literature and provides practical implications for destination marketers and policymakers in successfully implementing place branding strategies.

The psychological premise of spatial presence in 360° virtual tours: the role of the spatial situation in first-time and repeat users

Purpose This study aims to construct a two-step model to examine how passive (mental imagery and immersion) and active (engagement) responses build a spatial presence in 360° virtual tours by constructing the spatial situation. This study further tests the difference between first-time and repeat users in building a spatial presence. Design/methodology/approach Systematic sampling was applied to collect data. Valid data from 355 participants were analysed using partial least squares structural equation modelling. Findings The results show that other than the direct effect of engagement on spatial presence, the spatial situation partially mediates the effects on the spatial presence of two passive responses. Through comparative analysis of the three models, this study confirms that the two-step model provides a better fit for the data. For repeat users, the spatial situation is the major source of spatial presence. Practical implications The results offer suggestions for destination marketers to develop effective virtual tours to induce the spatial presence of repeat users and first users. Originality/value This study contributes a two-step model for researchers to consider the mediating role of the spatial situation in further studies in the context of virtual reality (VR) tourism. This study also helps researchers design their future VR research in tourism by elucidating the roles of passive and active psychological responses in determining spatial presence.

Food at the Edge of the World: Gastronomy marketing in Tórshavn (Faroe Islands)

While relationships between food and tourism have been extensively investigated in recent decades, the Faroe Islands is a lesser studied food destination. This article analyses the specificities of restaurant scene in the context of food tourism in Tórshavn, the capital of the Faroe Islands, based on the official promotion of the dining landscape. The authors specifically discuss how the remote Arctic destination of Tórshavn positions itself as a culinary destination based on concepts of authenticity, exoticism, sustainability and innovation. Results show that the small and isolated capital of Tórshavn balances the exoticism of traditional Faroese food experiences with more generic international flavors and urban spaces. Hence, the case opens interesting perspectives on the negotiations of the local and the global in contemporary food tourism marketing of remote island destinations.

Post-Pandemic Tourism: An Article on the Recovery Strategies

The spread of the COVID 19 Pandemic has been a black-swan event (Yan, 2020), in the history of humanity. Having affected over 180 countries globally, the Corona Virus put a halt to the daily activities of mankind. Business, Trade, and the Overall Economy of the world went downhill due to this event. Today, we see people commuting to different countries and pursuing their endeavours after having been prevented from moving out of their homes for a good part of over a year. Manufacturing, Transportation, Warehousing, Tourism, Education, and Accommodation were among the highly impacted industries. In such turbulent times, the Information Technology (Rahul De', 2020) sector played a pivotal role in improving the overall operational standards of businesses across the world. The Tourism Industry especially, has had a massive setback primarily due to the restrictions on traveling imposed by governments across the world. This research paper will probe into the emerging trends and propositions by different organizations into improving tourism and making it sustainable for the future. It will further shed light on redefining destination marketing and promotion of domestic tourism as a recovery strategy to rejuvenate the industry and restore its pre-eminence in the economy.

Analysis of rural–urban vegetable market dynamics in Central Gondar Zone, Ethiopia

BackgroundVegetable crops are among most perishable agricultural products which require efficient marketing system to reach them fresh to consumers. Weak market integration and sluggish price transmission of such perishable products can lead to suboptimal allocation of resources. This study was aimed to identify the degree of vegetable price integration and speed of price transmission between urban and rural vegetable markets.MethodsTwo rural markets (Maksegnit and Koladiba) and one central urban market (Gondar) were selected for the purpose of the analysis based on their strong relationship as supply and destination market for vegetable crops. Price data of vegetable crops were collected from September 2013 to December 2018 from each market areas trade and revenue department offices. Augmented Dickey-Fuller test, Granger causality test and error correction model were utilized in the process of the analysis.ResultsThe result shows that both rural markets were integrated with urban market for garlic crop. In addition, the rural markets caused the urban market to change not in the reverse direction. Moreover, urban market is adjusted by about 30% per month when there were a 1% price shock in rural markets for garlic crop. This speed of price transmission is sluggish for perishable crops and seasonally flexible prices.ConclusionThis study concluded that vegetable prices are determined from demand side and it should be the target for any planned policy modification.

In-group favoritism or black sheep effect? The moderating role of norm strength on destination residents’ responses towards deviant behaviors

Drawing on social identity theory and focus theory of norms, this study investigated differences in how destination residents respond to deviant behaviors by other residents—members of their in-group—and similar behavior by tourists, who they see as the out-group. We proposed and tested a conceptual model of the transition between in-group favoritism and the black sheep effect under the moderating effect of norm strength. A mixed-method approach, including a secondary data study and three scenario-based experiments, was applied. Findings of this study revealed that focal residents showed in-group favoritism for other residents' deviant behavior compared with tourists. The contagion effect of deviant behavior was stronger among in-groups than out-groups. However, with respect to behaviors about which norms are tight, the black sheep effect comes into play, as focal residents hold a higher desire to punish in-groups’ deviant behavior than the out-group. This study has theoretical and practical implications for destination marketing organizations.

Transformative service research approaches for visitor experiences in major sporting events

PurposeThis research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and experiences in major sporting events, few research studies highlight the negative issues, such as alcoholism, gambling and violence, that may affect consumer engagement and experience. This article addresses the challenges and opportunities of providing immersive and transformative experiences through transformative service research (TSR) approaches when such negative issues are swirling around.Design/methodology/approachThe paper is conceptual. It uses the example of Melbourne Cup to illuminate aspects of the conceptual framework.FindingsThe article unpacks a myriad of positive and negative immersive brand experiences and contributes a conceptual framework to understand the sporting brand experience phenomenon and shows how authentically responsible marketing approaches can improve the sport spectator experience.Research limitations/implicationsInsights from the extended TSR framework presents implications for various organisations that are involved with strategic destination marketing approaches. It guides key stakeholders to engage in dialogue and collaborate in order to improve the attendee transformative experience. Inviting collaborators will facilitate the exchange of ideas that will improve event organisation. Consistent approaches among hospitality service providers would improve alcohol service and create a safe environment for attendees. The TSR framework guides players of the experience to engage in meaningful dialogue with a common goal to improve consumer wellbeing. Education and training therefore are key elements in the consumer sporting brand experience.Practical implicationsThe adapted TSR framework offers insights to destination marketers such as sporting agencies, tour operators and sporting organisations/clubs. Marketers may promote bigger sporting events and organise tours via travel agencies and ignore key elements that may influence attendee decision. Destination marketing organisations (DMOs) can use the framework to promote effective planning and the key initiatives that the iconic event is involved with. The framework can be used as a guide to manage similar international events. Events of major or mega size and international reputation need specific frameworks that address crowd behaviours of similar sizes.Originality/valueAn extended transformative service approach is being conceptualised for major sporting brand experiences. Practical implications are also highlighted for DMOs when raising the profile of city brands.

How Does Friendship Motivate Frontline Employees to Exhibit Brand Ambassador Behavior: The Important Role of Well-Being and Helping Behavior

Training employees to become image ambassadors is an important manifestation of an organization’s internal branding. However, most tourism destination marketing studies consider external image-building and pay little attention to the brand ambassador behavior of internal members. This study investigates 208 front-line employees in two tourist attractions and constructs a structural equation model including workplace friendship, employee well-being, employee helping behavior, and employee brand ambassador behavior. The results show that: (1) workplace friendship has a significant promoting effect on employee brand ambassador behavior; (2) employee helping behavior mediates the relationships between workplace friendship and employee well-being, and between workplace friendship and employee brand ambassador behavior; (3) employee well-being mediates the relationship between workplace friendship and employee brand ambassador behavior; (4) employee helping behavior and employee well-being play a chain-mediating role in the relationship between workplace friendship and employee brand ambassador behavior. Our findings not only enrich the theoretical understanding of outcomes of workplace friendship, but also provide important guidance for tourist attractions regarding internal brand marketing.

The projected image of idyllic life and its construction

ABSTRACT Idyllic life is a crucial scenario in digital media marketing and virtual tourism. It is an idealized image of rural life that greatly influences tourists’ choice of rural destinations. However, this image tends to lack an Oriental cultural perspective. Through a discourse analysis of Chinese newspapers and WeChat articles, six dimensions of the projected image of idyllic life were identified and their relationships were constructed. In addition, kinaesthesia and atmospheric sense were explored to enrich sensory marketing theory. The study provides support for rural tourism destination marketing. It also reveals that visions of the idyllic life are common between the East and the West, suggesting cultural commonality. The collective unconscious image of idyllic life also complements the image of a rural tourism destination.

Research on Tourism Destination Marketing Strategy Based on Economic Perspective

This paper takes Lu 'an as an example, in perspective of experience economy, analyzed the present situation of tourism destination marketing in Lu 'an. Optimize the marketing strategies of tourist destinations from the tourism destination brand construction, experience value, tourism product optimization, tourism sales channels and so on, enhance the competitiveness of Lu 'an as a tourist destination.

The effectiveness of the destination logo: Congruity effect between logo typeface and destination stereotypes

A well-designed logo can assist destination marketers in the development of destination identity and image, and yet the factors that contribute to an effective destination logo are poorly understood. Thus, this study aims to explore how typefaces influence the effectiveness of logos of destinations with differing stereotypes. By conducting four scenario-based experiments with different experimental stimuli, this study has revealed a congruity effect between logo typeface and destination stereotypes. Specifically, linking logos with handwritten typefaces with warm destinations, and machine-written typefaces with competent destinations can elicit more favorable attitudes and stronger travel intentions toward those destinations (Study 1). The results further showed that the congruity effect on tourists’ travel intentions is sequentially mediated by processing fluency and attitude (Studies 2a, 2b) and is attenuated for tourists with high needs for cognition (Study 3). This research also offers practical suggestions for destination marketers around the design of effective logos.