Destination Marketing Research Articles

Government promotion and city image: visitor intentions in Macao

PurposeThis study aims to critically evaluate the impact of government tourism promotion methods on city image and visiting intentions and to explore the moderating effect of tourism experience on two of the conceptualized relationships, using Macao as a case study.Design/methodology/approachThe research analyzed responses from 407 Macao visitors during the pandemic to determine the effects of tourism promotion methods on the city’s image and visiting intention using structural equation modeling (SEM) to test the hypotheses.FindingsThis study revealed that tourism promotion methods positively impact the city’s image and visiting intentions. City image also mediates the relationship between tourism promotion methods and visiting intentions. Furthermore, tourism experience moderates the relationships between promotion methods and city image and between promotion methods and visiting intentions.Research limitations/implicationsThe study’s findings on the effects of promotion methods utilized by local governments support and expand upon existing theoretical frameworks within the realm of nonprofit organizations’ management and marketing for destination marketing organizations (DMOs). However, the cross-sectional design limits causality, and findings may not be generalizable beyond Macao without further comparative research.Practical implicationsThis study provides valuable insights for policymakers and marketers to design promotional campaigns that deliver authentic and memorable experiences, aligning with their promotional promises, especially in postpandemic contexts.Social implicationsThis research contributes to the theoretical and methodological advancement of management and marketing for DMOs from a public sector perspective, highlighting the critical role of government involvement in urban tourism promotion.Originality/valueThe research offers valuable insights into how promotional activities influence visiting intentions, advancing tourism management and marketing for DMOs from a nonprofit perspective. The study validates theories and adds unique insights by focusing on Macao’s postpandemic recovery, offering practical implications for similar urban settings.

The Influence Analysis of Marketing Mix on Customer Satisfaction “X” Books Store in the Faculty of Engineering, University Oo Sam Ratulangi Manado

Marketing mix or marketing mix is a set of marketing tools that companies use continuously to achieve their marketing goals in accordance with the market or target. The purpose of this study was to determine the effect of product, price, place, and promotion on customer satisfaction of “X” Books Store at the Faculty of Engineering, Sam Ratulangi University Manado. The type of research used in this research is quantitative with an explanatory research approach. Data collection was carried out by filling out questionnaires by respondents. The population of this study were students of the Department of Civil Engineering and Architecture totaling 1196, of which a sample of 93 students was taken based on the slovin calculation. Data analysis was carried out using Coefficient of Determination, and Ttest. Simultaneously using the Coefficient of Determination test, the 4P variables, namely product, price, place, and promotion, have an effect on customer satisfaction at the X “Books Store at the Faculty of Engineering, Sam Ratulangi University Manado with a percentage of 39.6%. Based on the Pasal test using the T test, the 4P variable hypothesis, namely product and promotion, does not have a significant effect on customer satisfaction with a percentage of 12% and 10.5%. Meanwhile, price and place have a significant effect on customer satisfaction with a percentage of 26.7% and 35.1% at the Faculty of Engineering, Sam Ratulangi University Manado. This research has implications for the importance of effective marketing mix management at “X” Books Store in order to increase customer satisfaction.

Stag tourism and scripted liminality

Stag party tourism is a highly ritualized contemporary rite of passage that is associated with drunken excess and norm-breaking toxic masculinity. Despite contravening societal rules and encouraging deviant behaviour, stag parties are generally tolerated. This paper explores how stag tourism is a constructed rite of passage and a scripted liminality, packaged by destination marketers, staged by service providers, and performed enthusiastically by participants. Analysis of interview and observational data suggests that the bachelor movie genre is the inspiration which informs expectations and experience. Indeed, the degree of inter-textuality between on-screen (reel life) and off-screen (real life) performances confirms that this is a scripted liminality, informed not by elders or peers, but by Hollywood film makers. We conclude with a discussion of a series of contributions and implications for practice.

Tourism destination marketing strategy driven by big data

Tourism destination marketing strategy driven by big data

How immersive technologies impact behavioral responses in destination marketing: the role of physiological arousal, presence, and age

PurposeThis paper aims to investigate the effectiveness of immersive virtual reality (VR) media and the influence of user’s age in the context of destination marketing by exploring their impact on cognition (presence), affection (arousal), and behavioral (intention to visit and intention to recommend the destination) outcomes.Design/methodology/approachA laboratory experiment was conducted to compare the impact of using immersive VR (vs. 2D desktop) to experience a 360-degree virtual tour of Valencia on consumers’ behavior. The sample included 187 participants. Both self-reported and physiological measures were collected during the experimentation.FindingsResults showed that participants in the immersive condition experienced a stronger sense of presence and higher physiological arousal than those exposed to nonimmersive content. Presence significantly mediated both the intention to visit and the intention to recommend the promoted venue. Physiological arousal mediated the relationship between media typology and the intention to recommend the destination. Upon introducing age as a moderating variable, the effect of physiological arousal on behavioral outcomes proves to be significant.Practical implicationsThe study presents destination marketing organizations with a compelling use case for immersive technologies. It also offers design principles, potential applications and targeting strategies for VR marketing in hospitality management.Originality/valueTo the best of the authors’ knowledge, this study is the first to investigate the combined effect of physiological arousal and presence on behavioral intentions in VR destination marketing, while also examining the impact of age as an individual characteristic.

Unpacking the dark side of positive online destination brand engagement: effects on stress, disengagement, and switching intention

ABSTRACT The brand engagement has always been a key objective for destination marketers due to its positive outcomes. However, using the Job Demands-Resources (JD-R) theory, this study delves into an unexplored area by investigating the detrimental effects of positive online destination brand engagement (DBE) on perceived stress, disengagement, and destination-switching intention. The study also delves into the sequential mediation effects of perceived stress and consumer disengagement between online DBE and destination-switching intention. The authors conducted an experimental study with three levels of engagement (low, moderate, and high) in an online DBE scenario. They analysed data from 278 consumers using SmartPLS. The study's findings reveal that online DBE positively impacts perceived stress, which in turn leads to consumer disengagement, ultimately resulting in destination-switching intention. The results validate sequential mediation, indicating that the online DBE's indirect effect on destination-switching intention, as mediated through perceived stress and consumer disengagement. Importantly, the experimental manipulation demonstrated that a moderate level of engagement with destination brands yields more favourable outcomes compared to low and high levels, thereby enhancing the study's practical relevance. The study's findings offer valuable insights for destination marketers, underlining the need to manage online brand engagement effectively to avoid negative consequences.

Short breaks and micro vacations: scale development and validation of micro vacation motivation

Purpose In view of the rapid growth of micro vacation trend in post-pandemic era, this study aims to identify the underlying motivational factors for micro vacation by developing and validating a measurement scale, while explore the influence of micro vacation motivation on travel intention. Design/methodology/approach This research adopts mixed methods. Nine dimensions with 38 items are initially yielded through extensive literature review and in-depth interview (n = 22). Expert panel review filters the scale into eight dimensions with 35 items. Principal component analysis (n = 376) purifies the measures into a 35-item and seven-dimension scale, further confirmed by confirmatory factor analysis (n = 616). Nomological validity test (n = 694) proved the positive effect of micro vacation motivation on travel intention. Findings The results present a measurement scale of micro vacation motivation and reveals its seven dimensions: self-presentation, spiritual satisfaction, bonding, convenience, sense of rituals, place attachment and perceived risk. All the motivational factors positively influence travel intention for a micro vacation. Practical implications Through profound comprehension of micro vacationers’ travel motivation, destination marketers and tourism providers can better design their products based on vacationers’ needs while stimulate potential market’s visiting intention by diverse marketing activities. Originality/value This study enriches the literature of micro vacation tourism and deepens the knowledge of travel motivation, filling the research gap of tourists’ motivation in micro vacation market.

Millennial Muslim Tourists’ Motivations and Characteristics at Marawa Beach Club

This research aimed to identify the dominant characteristics and motivations of millennial Muslim tourists visiting Marawa Beach Club Padang West Sumatra. Utilizing a quantitative research method, data was collected through the distribution of questionnaires. A simple random sampling technique was employed to select participants from the tourist population. The data were analyzed using quantitative descriptive analysis, with responses evaluated on a Likert scale of 1-5. Results from the questionnaires, completed by 100 respondents, highlighted distinct characteristics and motivations of millennial Muslim tourists compared to other visitor segments. This study reveals the unique appeal of Marawa Beach Club for this demographic. The findings provide valuable insights for tourism businesses, local authorities, and destination marketers aiming to cater to the specific preferences of millennial Muslim travelers. Additionally, this research lays a foundation for understanding evolving travel trends and informs strategies to create a more inclusive and enriching destination experience.

A review of cultural and social representations of islands: Implications for island destination marketing

Abstract Islands have always inspired human imagination, being associated with heroic journeys, myths, mysteries, and sacred quests, and often romanticised as ideal places to escape from ordinary life towards pleasant tourism destinations. Some studies have assessed island destination image, but only little attention has been paid to the social and cultural representations of islands and their role in island destination image formation. Therefore, the main purpose of this study is to conduct in-depth research on the social and cultural meanings of islands and discuss practical implications for destination marketing. This work was based on an extensive literature review of scientific articles, books and chapters on island destinations to identify categories of such meanings assigned to islands over the centuries. The results reveal that islands are generally perceived as sacred and unique remote places, marked by a pristine environment and often associated with a romantic idyll. However, islands also face challenges, as there are several negative image elements, namely related to isolation, inaccessibility, and extreme weather events. Both attractive dimensions and those revealing islands’ vulnerability, visible in social representations, should be considered in destination image assessment, revealing potentialities and challenges for the marketing of island destinations.

Analysis of Community and Stakeholder Relationships in the Development of Cigadung Creative Tourism Urban Village

This study examines local communities and stakeholders in the establishment of Cigadung Creative Tourism Urban Village in Bandung City. The success of Cigadung Creative Tourism Urban Village depends on effective cooperation between the local population, government, and tourism sector. This study uses qualitative descriptive research method included observation, interviews, and document analysis. The results demonstrated that local communities, especially Pokdarwis, are essential to tourism planning, management, and destination marketing. Government assistance and partnership with academics and businesses have helped this tourism urban community succeed. However, party coordination issues must be resolved by open communication and collaboration. This research sheds light on sustainable tourism development dynamics that can be used to benefit local welfare and culture.

Faktor-Faktor yang Memengaruhi Ekspor Biji Kakao Indonesia ke Pasar Amerika Serikat

Cocoa is one of the leading commodities in the plantation sector which has an important role and contributes greatly to Indonesia's export activities. Cocoa has the potential to improve the country's economy through international trade between Indonesia and its destination market, the United States, which is known as a world cocoa beans importer. Part of the cocoa that is processed and used as this research material is cocoa beans. This study aims to identify and analyze the factors that influence the export of Indonesian cocoa beans to the United States. The method used is a multiple linear regression analysis method using SPSS software using variables that are processed. These variables are world cocoa bean prices, Indonesian cocoa bean export prices to the United States market, cocoa bean export prices to competing countries (Ecuador), Indonesia's real GDP, GDP real United States, Population of Indonesia and the United States, and Productivity of cocoa beans.

Progress of Tourism Development in East Kalimantan Province, Indonesia: A Path to Realize the Sustainable Economic Sector

The tourism sector in East Kalimantan Province is expected to contribute to the region’s economy over the domination of the mining industry. On the other hand, the main issue is that the province’s economy still relies much upon the mining-based sector, particularly coal. As green growth-based and sustainable development strategies have been embraced globally for future development, developing a tourism-based economy is associated with this implementation due to tropical and mangrove forest area resources owned by the province. This path, if consistently developed, means not only an improved proportion of non-mining sectors in total local GDP but also significant reductions of carbon emissions responsible for global warming and climate change. Less elaborated studies have discussed the case of tourism development for the case of coal-based at province level. This paper tries to contribute to the gap by descriptively summarizing the current conditions of the tourism destinations and their climate development in the region using SWOT analysis. Our study shows that East Kalimantan Province has a comparative advantage in natural tourism with ecotourism destinations. Mangrove forest attractions, for instance, recorded as many as 18 objects and if these objects are properly conserved, they may contribute to reducing the harmful effects led by greenhouse gases. Other tourist objects with nature backgrounds have also reached 124 in number, and there was one object recognized in the Indonesian Tourism Village Award. An increase in non-domestic tourist visits from 2013 to 2019 was also seen, though the number was less developed compared to national tourists, and it experienced a significant decrease due to the Covid-19 pandemic. Some limitations such as accessibility and amenities, human resource, branding, and marketing of tourist destinations hamper the development of the tourism sector and should be addressed to optimize its competitiveness. Policies that cut these burdens may improve the realization of sustainability in East Kalimantan’s Province economy. Keywords: tourism, development, tourist destinations, ecotourism, East Kalimantan

Gravity for cross‐border licensing and the impact of deep trade agreements: Theory and evidence

AbstractWe examine whether deep regional trade agreements facilitate cross‐border licensing. A micro‐founded gravity equation for each supply mode is derived from a model in which heterogeneous firms choose to supply their goods to foreign markets through export, foreign direct investment or licensing. We present several comparative statics results regarding the effects of changes in the fixed costs of serving the destination country, the freeness of trade, and the strength of intellectual property rights protection on bilateral flows of licensing revenues. We then empirically test our theoretical predictions using data on the cross‐border flows of royalties and licence fees for 49 countries in the period 1995–2012. In addition to variables that capture the impact of shallow and deep regional trade agreements, we construct dummy variables that represent subcategories of IP rights‐related provisions. Consistent with our theoretical predictions, we find that improved access to the destination market through a deep regional trade agreement and stronger IP rights protection through a regional trade agreement with legally enforceable IP rights and technology‐related provisions increase bilateral flows of licensing revenues. Among IP rights‐related provisions, the accession to or ratification of existing international IP agreements and the protection of trademarks, patents, or industrial designs are important for facilitating cross‐border licensing.

SUSTAINING THE MALAYSIAN MONARCHY’S HERITAGE: HOW SHOULD IT BE POSITIONED TO INTERNATIONAL TOURISTS?

Tourism industry relies heavily on good marketing strategy, which becomes imperative for destination marketers to focus on when building long-term consumer engagement, loyalty, and relationships by adopting a sustainable marketing strategy and ultimately safeguard heritage sustainability. This study selects the Malaysian monarchy’s heritage as the research subject and positions strategy as a method to segment and profile international tourists to the said heritage. Respondents were surveyed in July and August 2022, at a museum in Malaysia. Using the Ward method, the clustering analysis identified three clusters, i.e., ‘the royal enthusiast’, ‘the apathetic tourists’, and ‘the inclined royalist’. The main benefits sought by respondents were ‘accessibility’, ‘quality of facilities’, and ‘an increase of knowledge’. Respondents viewed that there should be a focus on ‘representation of the monarchy’s heritage to the Malaysian people and identity’, highlighting that it is ‘a country with nine royal states’, and is therefore unique. Since positioning is about the intention to highlight strengths and distinctiveness in the marketplace, the Malaysian monarchy’s heritage should therefore be positioned in the minds of international tourists as ‘a rich heritage destination with nine royal states’, which is uniquely Malaysia. The clustering of tourists may enhance the consumption intention and achieve continuous sustainable strategic orientation in preserving the Malaysian monarchy’s heritage.

The Use of Social Media Marketing Activities to Promote a Tourism Destination: A Review

This study reviews the concept of SMMA in tourism context using Al-Ula, in Saudi Arabia, as an example of a tourism destination. The review focuses on ‘what’ the concept entails followed by a discussion on whether SMMA components would provide Saudi Arabia’s tourism industry with opportunities to construct a destination brand image, enhance its attractiveness, and influence tourists' intention to visit. A systematic literature review approach is applied for this purpose. From the review, the SMMA concept is found useful for tourism marketing and entertainment, informativeness, interactivity, personalization, trendiness, and perceived institution credibility are identified as SMMA components with promotional strategy potential. SMMA can benefit Al-Ula by strengthening its brand image by promoting heritage destination activities to attract tourists' intention to visit. The entertainment component for instance can offer tourists virtual tours of Al-Ula’s archaeological sites via engaging videos and interactive experiences. SMMA concept’s usefulness implies its importance as potential valuable promotional strategy for destinations to be shaped into favorable brand image to help increase visibility and engaging tourists towards intention to visit. Tourism operators and governments should now focus on harnessing the potential of SMMA as key to successful destination marketing in the 21st century. The study contributes to academic literature by providing a nuanced understanding of how SMMA can be strategically employed by tourism operators and governments to foster a favorable brand image, increase destination visibility, and stimulate tourist interest. It advocates for a strategic focus on exploiting the full potential of SMMA, positioning it as a cornerstone for successful destination marketing in the 21st century.

Vividness, narrative transportation, and sense of presence in destination marketing: empirical evidence from augmented reality tourism

ABSTRACT The rise of augmented reality (AR) technology offers potential opportunities for the tourism industry and academia. Drawing upon narrative transportation and presence theory, this paper investigates the relationship between vividness, narrative transportation, sense of presence, and visiting other AR destination. The empirical findings indicate that vividness enhances narrative transportation and sense of presence in the AR-presented heritage tourism. In addition, narrative transportation nurtures sense of presence and triggers intention to visit other AR destinations. This paper contributes to narrative transportation theory and presence theory in an AR tourism marketing context and provides managerial insights for incorporating AR into effective destination marketing.

Cultural identity, does it matter? A study on Konark Sun Temple, India

ABSTRACT It's always a challenge for destination marketers to identify experiences which create value that exacts visitors committed behavioural responses in the market. This study investigates the role of cultural identity in influencing the economic value, emotional value, and destination loyalty intentions of the visitors coming to Konark Sun Temple, India. Data analysis and hypothesis testing were done with the help of the structural equation modelling technique. Results reveal that cultural identity has a higher effect on economic value and moderate effects on emotional value and destination loyalty intention. The findings of the study also contribute to broad theoretical and managerial applications.

Leveraging emojis as visual semiotics for enhanced engagement in destination marketing

While emojis serve as a proxy of emotion in digital environments and pave the way for new epistemological viewpoints in destination marketing, certain symbols fail to receive equal attention. This study explores the sentiment of emojis across social media posts featuring different destination characteristics and their impact on engagement. By employing topic modelling and permutation feature importance, the findings revealed 21 topics based on diverse tourism contexts and the relative importance of different emoji types in predicting engagement. Moreover, in addition to bridging semiotics, data science, and tourism, this research also provides a deeper understanding of leveraging visual semiotics through their embedded sentiment.

Understanding followers’ processing and perceptions of social media influencer destination marketing: Differences between #Millennials and #GenZs

Social media influencer (SMI) marketing implemented by tourism and destination managers has attracted widespread academic attention in recent years. Efforts have been made to evaluate the effectiveness of SMI in destination marketing using source credibility, informativeness, and SMIs’ relationship with their followers. However, extant literature has paid limited attention to capturing and understanding the various mechanisms of persuasion of how SMI destination marketing audiences process relevant SMI information and how their processing of the information would influence their travel decision-making. This study bridges these research gaps with a proposed research framework by integrating the Elaboration Likelihood Model (ELM) with theories of self-congruity, parasocial interaction, and persuasion knowledge activated by advertisement disclosure. Subsequently, the study executed an audience segmentation of the SMI destination marketing between the Millennials and Generation Z. Adopting a quantitative approach (N = 501), results showed that Millennials and Generation Z audiences have distinct information processing preferences and attitudes toward advertisement disclosure of SMIs. Key implications for theory and practice were also discussed.

Value co-creation in tourism living labs

The tourism industry is an ecosystem of suppliers, visitors, residents, destination marketing organizations, and entrepreneurs co-creating valuable experiences. Engagement of relevant actors and their collaboration are critical for innovation in the tourism (service) ecosystem. Living labs facilitate such collaboration in physical and virtual environments through parity-based partnerships among networks of actors. Taking an ecosystem perspective, this study advances the understanding of 1) how living labs can contribute to value co-creation in tourism destinations and 2) the requirements for effective co-creation. The findings from a three-phase mixed-method study with managers and participants of six tourism living labs underscore the relevance of actors, their motivations to engage, and structure for facilitating value co-creation within living labs. Effective co-creation processes lead to network growth and innovation, with resource availability being both a requirement and a perceived benefit of this co-creation.