Destination Marketing Research Articles

How social values gained from sharing travel experiences influence tourists’ satisfaction: moderated mediation effect of onsite mobile sharing behaviour

PurposeWhile travelling, tourists like to use mobile technology to share their travel experiences. This study aims to understand how the social value gained by tourists from sharing a travel experience with mobile technology affects their satisfaction with the travel experience through onsite mobile sharing behaviour.Design/methodology/approachA second-order hierarchical model is constructed to examine the moderated mediating role of onsite mobile sharing behaviour in improving tourists’ travel satisfaction. Through systematic sampling, 304 responses were collected at ten attraction points in Guangzhou and Shenzhen, China.FindingsThe results show that, compared with self-centred values (self-presentation and self-identification), other-centred values (building social connection and reciprocity) contribute more to forming social values of sharing. In addition, onsite mobile sharing behaviour partially mediates and moderates the effect of social values on travel satisfaction.Originality/valueThis study applies the social capital theory to identify the value gained by sharing travel experiences and empirically evaluates the impact of these values on the overall value of sharing travel experiences. This study also contributes to tourism research by examining the moderated mediating role of onsite mobile sharing behaviour in improving travel satisfaction. This study helps destination marketing to make strategies to motivate tourists to use mobile technology to share their travel experiences while travelling.

The Post-Effects of the Authenticity of Rural Intangible Cultural Heritage and Tourists' Engagement.

Amidst the burgeoning interest in rural Intangible Cultural Heritage (ICH) tourism, this study, anchored in the Stimulus-Organism-Response (S-O-R) theoretical framework, chose Meizhou Island in Fujian Province as a case study to examine the impacts of tourists' perceptions of authenticity and their engagement levels on the destination image and loyalty towards rural ICH tourism. Utilizing Structural Equation Modeling (SEM) to analyze survey data, findings revealed that higher perceptions of a destination's preservation of original characteristics and traditional values correlate with a more favorable overall perception of the destination, albeit with smaller impact on emotional connections. Conversely, depth of tourist engagement was shown to enhance both understanding and emotional bonds with the destination. Further, familiarity with the destination was found to foster affection, thereby increasing the likelihood of repeat visits or recommendations. The more tourists know about a place, perceiving it as authentic, the more likely they are to remain loyal; similarly, deeper engagement enhances understanding and affection, increasing the probability of revisiting or recommending the place. These outcomes not only offer new insights into tourist behavior but also provide theoretical and practical guidance for the protection and development of rural ICH tourism, destination marketing, and management strategies, thus promoting the sustainable development of rural ICH tourism.

OPTIMIZATION INTEGRATED MARKETING COMMUNICATION MODEL AS STRATEGIC APPROACH TO BOOST CIREBON BUSINESS LEISURE

This study centers on the strategic application of an Integrated Marketing Communication (IMC) optimization model to enhance the landscape of b-leisure in Cirebon City, West Java, Indonesia. Recognizing the city's potential, this research aims to leverage a comprehensive marketing approach to augment its appeal as a destination for both business and leisure. The primary objective of this research is to Utilize an Integrated Marketing Communication (IMC) optimization model to boost the business leisure sector in Cirebon City. By integrating various marketing channels, the study seeks to establish a cohesive and impactful communication strategy that resonates with the target audience. The research adopts a qualitative approach, using data from multiple channels; the study shows how models can be used to identify and adjust the most effective strategies accordingly. The findings of this study reveal promising outcomes in applying the IMC optimization model for enhancing business leisure in Cirebon City. The results showcase a significant positive impact on market engagement and the overall appeal of Cirebon as a dual-purpose destination. Potential limitations include data biases, the reliance on historical information, and the dynamic nature of consumer preferences, which may influence the interpretation of the findings. The originality lies in adapting this Model to a specific regional setting, offering practical insights for academics and practitioners in destination marketing.

Business tourism: a bibliometric visualization review (1994–2023)

Purpose The advent of the postpandemic era has brought renewed attention to the development of business tourism. However, the existing research on business tourism is fragmented, and there are gaps in the current understanding of the subject. This study aims to identify the intellectual structures, current hotspots and research directions in the business tourism field from 1994 to 2023. Design/methodology/approach A bibliometric visual analysis using VOSviewer was conducted to assimilate the available knowledge from 136 business tourism-related articles collected in the WoS Core Collection database between 1994 and 2023. Findings The results indicate that the number of business tourism-related research fluctuates, but the overall trend is gradually increasing. It synthesizes four main research themes, which are tourist behavior, destination marketing, information technology and work-family interferences of business travelers. Originality/value To the best of the authors’ knowledge, this study is among the first to systematically review business tourism publications over the past 29 years. It assists scholars in gaining a more comprehensive understanding of business tourism research and informs future research directions.

Strategi Promosi Destinasi Wisata Cibubur Garden Eat dan Play dalam Meningkatkan Kunjungan Wisatawan Melalui Instagram

West Java has now become a very popular tourist destination, showing a significant increase in the number of visits. Data from the West Java Provincial Tourism and Culture Office recorded more than 22 million domestic tourists and 1,156 foreign tourists until the third quarter of 2022. A special focus on Bogor, one of the main destinations in West Java, shows its popularity among domestic tourists, especially at Bogor Botanical Gardens and Taman Safari. The importance of destination marketing, especially through social media, is recognized as a key factor in long-term tourism development. Therefore, research was conducted by adopting Regina Luttrell's concept entitled "Utilization of Instagram Social Media on @cibubur.garden Account as a Tourism Promotion Media." This research aims to analyze the promotional strategies carried out by Cibubur Garden through the Instagram account @cibubur.garden to increase the number of tourist visits. The research method used is a constructivist paradigm with a qualitative approach and descriptive research design. The main data was obtained through interviews with related parties of Cibubur Garden and direct observation of promotional activities through Instagram @cibubur.garden. The results show that Cibubur Garden Eat & Play successfully utilizes Instagram as the main tool in promoting its tourist destination. Instagram content involves the use of various features such as feeds, reels, and stories to maximize interaction and engagement with followers. This promotional strategy achieves the stages in the AIDA model (Attention, Interest, Desire, Action).

Enterprise Marketing Risk Control Based on Information Technology and Supply Chain Management

The overall economic development of today’s society is showing a downward trend. In the process of operating and marketing, enterprises are affected by various factors. After the marketing risk reaches a certain level, enterprises would encounter various risks such as blocked marketing plans and failure to meet the estimated marketing goals. Enterprise marketing is affected by economic and market risks such as lack of information, decision-making errors, natural disasters, human factors, and other natural and social risks. This article combined information technology with supply chain management, applied radio frequency identification (RFID) technology to supply chain management, and controlled enterprise marketing risks through reasonable management of the supply chain. It also compared the effectiveness of enterprise marketing risk control between an information technology intelligent supply chain combined with RFID and a supply chain managed by ordinary artificial structures. The experimental results showed that the highest value of goods loss rate in the supply chain based on RFID technology and using traditional technology was 5% and 15%, respectively, according to the sample of goods loss experiments. For the information verification process of goods in supply chain management, the information identification accuracy rates of barcode and RFID technology were 89.98% and 97.7%, respectively. Therefore, applying the information technology intelligent supply chain management model combined with RFID technology to enterprise marketing risk control can save money for enterprises, ensure product quality, and effectively reduce the risks encountered in enterprise marketing by reducing information gaps, and reducing transportation and storage costs.

Leveraging Digital Innovations in Tourism Marketing: A Study of Destination Promotion Strategies

In the contemporary landscape of tourism marketing, the advent of digital innovations has significantly transformed promotional strategies for destinations worldwide. This study delves into the nuanced approaches and impacts of leveraging digital technologies in destination promotion. Through a comprehensive analysis of existing literature and case studies, the research highlights the multifaceted dimensions of digital innovations in enhancing tourism marketing efforts. The Study begins by outlining the evolving role of digital technologies in shaping tourism promotion strategies, emphasizing their capacity to reach diverse audiences and engage potential visitors effectively. It further examines the integration of social media platforms, augmented reality, virtual reality, and other digital tools into destination marketing campaigns, elucidating their effectiveness in captivating and immersing audiences in unique travel experiences. Moreover, the study explores how destination marketers navigate challenges and capitalize on opportunities presented by the digital landscape, including issues related to data privacy, content authenticity, and algorithmic visibility. By synthesizing empirical findings and theoretical frameworks, the research offers insights into best practices and emerging trends in digital tourism marketing.This study contributes to a deeper understanding of how destinations can harness digital innovations to craft compelling narratives, foster visitor engagement, and ultimately drive sustainable tourism growth. It underscores the imperative for destination marketers to embrace digital transformation and adapt their strategies in alignment with evolving consumer behaviors and technological advancements.

Collaboration and Destination Marketing: Creating Film-Induced Tourism

Increased attention to film tourism processes has driven the need for research on its relevance to destination marketing. Film tourism involves different actors with various interests, often making collaboration challenging. This study aims to understand how film tourism can succeed within complex processes involving multiple actors by using in-depth semistructured interviews. Using actor-network theory and emphasizing the relational network in the case study of film location bus tours, it shows that human and nonhuman actors, the tourism and film industries, film commissions, advertising agencies, residents, tourists, ports, and buses interact to create film tourism. This study shows that film tourism networks that were formed successfully are disbanded because of the changing relations between human and nonhuman actors in film tourism. The analysis reveals that power lies in the network created by collaboration among all actors, and the future of film tourism development relies on how heterogeneity is processed. It critically examines the binary of host and guest in tourism and attempts to transcend it constructively. Theoretically, it extends the context of how different actors’ interests are effectively processed. This study contributes toward enhancing sustainable tourism by reflecting the nature unique to the region, integrating with films shot in a destination to revitalize the regional economy.

Assessing the moderating effects of involvement on tourist attitudes and intentions through virtual reality applications

PurposeThis paper aims to evaluate the impact of various preview modes on tourist attitudes and intentions to visit a destination based on consumers’ level of involvement in travel decision-making.Design/methodology/approachThe study was conducted as a between-subjects one-factor [preview mode: static images vs 360-degree tour vs virtual reality (VR) mode] in a laboratory experiment setup to examine how consumers with different levels of involvement in travel decision-making respond to destination marketing toward three different preview modes.FindingsThe findings indicated that VR preview mode highly influences tourist attitudes and visit intentions toward a destination compared to static images and 360-degree tours. This effect is more significant among participants with higher levels of customer involvement. Finally, the results from the study offer empirical evidence of the effectiveness of VR in shaping user behavior compared to traditional preview modes.Research limitations/implicationsThe limitations are using a non-probability sampling method, a small sample size and affordable mobile-compatible VR headsets.Practical implicationsThis study offers empirical evidence on the effectiveness of VR in shaping tourist behavior compared to traditional preview modes. It helps destination marketers develop appropriate strategies for promoting tourist destinations.Originality/valueThe novelty of this paper lies in understanding the effectiveness of VR in shaping tourist behavior with different levels of customer involvement in travel decision-making.

Marketing Strategy for Tourism Destination by Social Media Instagram in Dinas Pariwisata Kota Tangerang Selatan

This research analyzes the tourism destination marketing strategy by Instagram social media in Dinas Pariwisata South Tangerang City. The urgency lies in the increasing influence of social media in promoting tourist destinations This study used descriptive qualitative method. The research was conducted at the South Tangerang City tourism office and six tourist destinations, using interviews, questionnaires, observations, and literature searches. The method applied is descriptive qualitative with the SOSTAC approach assisted by SWOT analysis. The research results show that the strategy is considered good, but the lack of content uploads and interaction with followers reduces its effectiveness. This strategy aims to introduce South Tangerang City as an attractive destination on Instagram. It is hoped that the results of this study will provide insights for tourism marketing practitioners to enhance destination promotion strategies through social media.

CASTING A DIGITAL SPELL: HOW SOCIALMEDIAINFLUENCERS SHAPE DESTINATION MARKETING

In a time when social media has taken the front stage, the travel and tourism industry has changed dramatically. The development of social media influencers as important players in destination marketing has been a major driving force behind this change. This essay aims to explore the significant impact these digital trendsetters have on destination marketing. It explores the strategies and achievementsof influencer marketing efforts, demonstrating how these digital pioneers are changing the travel landscape and impacting the choices made by travelers. To investigate the impact of influencer marketing and provide a summary of studies in these areas, a review of the literature was conducted as part of this study.

The Impact of Creative Content on Digital Marketing Effectiveness: A Comprehensive Analysis

Digital marketing has become one of the most sought-after mediums by the general public and businesses today. This marketing method allows for an expanded market reach, faster communication, and ease in transaction processes. This research aims to investigate and describe the relationship between the level of creativity in a company's digital marketing strategy and its success in achieving marketing goals, such as increased website traffic, customer conversions, or product sales. This study adopts a qualitative approach, with data collected through interviews with respondents as the primary method. A literature review is also used to obtain theoretical or secondary data in this research. The literature review involves researching books, literature, and official documents relevant to the research topic. The research results indicate that creativity in digital marketing plays a crucial role in achieving marketing success. Entrepreneurs must possess entrepreneurial creativity that enables them to create or modify new ideas in running their businesses. The steps in digital marketing assist companies in promoting and marketing their products or services more effectively. Another advantage is the ability to convey information to consumers more rapidly and efficiently regarding geographical reach and communication methods. This research has significant implications for companies looking to enhance their digital marketing performance. Companies can develop more effective approaches to achieve their marketing objectives by understanding the importance of creativity in digital marketing strategies. Additionally, the results of this research can serve as a foundation for further studies in this field and contribute to a better understanding of the role of creativity in digital marketing success.

Exploring cross-cultural disparities in tourists' perceived images: a text mining and sentiment analysis study using LDA and BERT-BILSTM models

PurposeTourists with different cultural backgrounds think and behave differently. Accurately capturing and correctly understanding cultural differences will help tourist destinations in product/service planning, marketing communication and attracting and retaining tourists. This research employs Hofstede's cultural dimensions theory to analyse the variations in destination image perceptions of Chinese-speaking and English-speaking tourists to Xiamen, a prominent tourist attraction in China.Design/methodology/approachThe evaluation utilizes a two-stage approach, incorporating LDA and BERT-BILSTM models. By leveraging text mining, sentiment analysis and t-tests, this research investigates the variations in tourists' perceptions of Xiamen across different cultures.FindingsThe results reveal that cultural disparities significantly impact tourists' perceived image of Xiamen, particularly regarding their preferences for renowned tourist destinations and the factors influencing their travel experience.Originality/valueThis research pioneers applying natural language processing methods and machine learning techniques to affirm the substantial differences in the perceptions of tourist destinations among Chinese-speaking and English-speaking tourists based on Hofstede's cultural theory. The findings furnish theoretical insights for destination marketing organizations to target diverse cultural tourists through precise marketing strategies and illuminate the practical application of Hofstede's cultural theory in tourism and hospitality.

The Impact of Destination Brand Authenticity on Tourist Loyalty in Yogyakarta: A Study on Generation Z

This research aims to determine the effect of authenticity on loyalty through the interaction of tourists in Yogyakarta. The City of Yogyakarta, a tourist destination located in the heart of the island of Java, is designated as a Super Priority Tourism Destination area to accelerate the regional economy. Until July 2022, 3.9 million recorded tourists were visiting Yogyakarta City destinations. Understanding tourist loyalty can help destination marketers reduce marketing costs. In previous studies, it has been found that tourist loyalty is influenced by destination brand authenticity and is supported by the involvement of destination brand engagement. This research is quantitative and was carried out using a survey method. Data analysis was performed using simple and multiple regression analysis using the SPSS (Statistical Package for Service Solutions) version 26. The results showed a direct influence of brand authenticity and engagement on tourist loyalty and an indirect effect. Between brand authenticity and tourist loyalty through destination brand engagement. Tourist destination managers, especially D.I Yogyakarta, can use the results of this research to design the Yogyakarta City destination brand in a marketing strategy that can re-attract tourists in Yogyakarta.

Impact of non‐tariff measures on the survival of China's fresh fruit exports

Using data at the HS‐6 product level, this study presents evidence on the export survival of China's fresh fruit during the period 2002–2019, and identifies the impact of non‐tariff measures (NTMs) on the hazard rate of trade disruption. The results show that the average length of 2239 trade spells is 5.16 years. Notably, 67.04 per cent of these spells are no more than three years long, whereas only 7.95 per cent are more than 18 years long. Compared with major fruit‐exporting countries, the trade spell distribution of China's fresh fruit exports lacks advantages. The hazard rate can reach 0.41 in the first year of export and is negatively duration dependent. The implementation of NTMs by importing countries has significantly increased the hazard rate. The positive effect of NTMs on the hazard rate is primarily driven by non‐technical measures. Notably, technical barriers to trade measures decrease the export hazard rate of China's fresh fruits with comparative advantages, because these measures focus on product quality. Meanwhile, non‐technical measures increase the export hazard rate of such fruits; this may be because of the possible shock on the relevant fruit industry in the destination market.

The impacts of Metaverse on tourist behaviour and marketing implications

ABSTRACT Metaverse is expected to deeply affect the travel and tourism industry and requires a dearth of empirical research. In this investigation, two exploratory qualitative research studies were conducted to fill this gap. The first research explored the potential impacts of Metaverse on the travel and tourism industry by interviewing tourism academics. Findings revealed that Metaverse could be used for marketing, CRM, and HRM by hospitality organisations, while it would be useful for marketing and sustainability of destinations. It could also influence tourist behaviour before, during, and after travel experiences. One of the notable findings was related to the close relationship between Gen Z and virtual events. The second research identified the motivations of Gen Z individuals to attend a concert organised in Metaverse. Accordingly, novelty-seeking, escape, fun and excitement, and socialisation were the most significant push factors to use Metaverse. Metaverse-specific characteristics, accessibility, and availability were the important pull factors to attend a Metaverse concert.

Country branding in post-truth Era: A configural narrative

This study investigates the impact of online disinformation and hate speech on a country's image, considering its implications for the destination's image and tourism prospects. Utilizing the theoretical lens of soft power, the study performs a macro-level empirical analysis across 56 countries on the influence of a diverse array of online disinformation variants and hate speech on the nation's brand image. The results from the configurational analysis demonstrate the increasing dominance of state and partisan factions-led disinformation, which collectively impact the nation's image. The findings also shed light on the diminishing role of foreign disinformation, while the ancillary function of online hate emphasizes the significance of disinformation amplified hate speech, which has become increasingly commonplace in global political discourse, with such disinformation campaigns using hate speech as an amplification strategy. The study contributes to contemporary tourism research, which underscores the vitality of the country's image to tourism and offers recommendations to destination marketing organizations towards intensifying efforts to preserve the country's image.

Film Tourism, Creative Process and Territorial Entrepreneurship

Recognition of the potential of film tourism was manifested by deepening knowledge of this market, given the cultural and tourist dynamics developed, but also through the creation of new tourism products specific to this sector. Film tourism, that is, the tourist activity associated with cinema and television, has been of increasing interest for the promotion of territories. In contemporary times, the interconnections between tourism, space, and media have generated interest, recognizing the occurrence of a distinct type of behaviour, activity, and tourist experience associated with this tourist segment that, through creativity, is manifested in academic entrepreneurship. The parameters of film tourism are multidimensional, generating territorial impacts, but also opportunities and challenges associated with the management and marketing of tourist destinations. Film tourism must be looked at, not only from a demand perspective but also from a supply perspective. This is because cinematographic tourism developed from opportunities generated by cinema understood in this study as an agent that induces travel to cultural and tourist destinations. In this study, carried out geographically in the centre of Portugal, the aim is to present a case study related to cinematographic tourism through the mapping of filming and scenarios where film scenes were recorded in heritage resources, in their relationship with the enhancement of cultural and tourist experience. The main objectives of this study include an approach to film tourism as a factor of entrepreneurship in the territory and verifying the importance of film scenarios in heritage resources as factors of attractiveness and cultural and tourist enjoyment. To achieve both objectives, a quantitative analysis was carried out on residents of a territory where film scenes were recorded. The conclusions identify that the recording of filmic scenes encourages interest in heritage and cultural spaces, with a greater dynamization of these spaces for tourist appropriation and, in turn, the incentive to the creative process and territorial entrepreneurship.

Impact of internet celebrities’ short videos on audiences’ visit intentions: Is beauty power?

Although celebrity endorsements and promotional videos dominated by destination marketing organizations (DMOs) are critical in travel decision-making and destination marketing, as a new type of endorsement, the impact of internet celebrities’ short travel videos on social platforms remains not well understood. To bridge this gap, the current study applied source credibility theory and the match-up hypothesis to construct a conceptual model for examining the impact of internet celebrity endorsements on audiences’ visit intentions. FangQi Kiki, a typical producer of short travel videos on TikTok, was used as a case study. 649 valid samples were taken from respondents who were asked to complete a questionnaire after watching a short video. The results showed that internet celebrities’ trustworthiness and expertise significantly affect audiences’ visit intentions. However, attractiveness in terms of the physical characteristics of internet celebrities and internet celebrity–destination congruence had no significant effect on audiences’ visit intentions. The implications show that “Appearance Fallacy” exists in online influencers’ marketing, and physical appearance may affect the popularity of short travel videos online, but it has no significant effect on promoting destination marketing. Unlike the celebrity effect in conventional endorsements, internet celebrities’ short videos belong to content marketing, where popular content is more important than an internet celebrity’s personality. This research adds to the body of knowledge concerned with internet celebrity endorsements in tourism, providing valuable insights for DMOs to project short video marketing.

Toronto’s Respite Program for Families of Children with Complex Needs

Summary Destination Toronto (DT), Toronto’s Destination Marketing Organization (DMO), aims to bring visitors and conference attendees to Toronto. DMOs have an extensive network in the visitor economy that they can activate to address social issues in their communities. The well-being of caregivers to children with complex special needs is often overlooked despite the important role they play. The visitor economy can contribute some relief to this group by providing a pleasant break from day-to-day responsibilities of care. DT uses its network of tourism-related businesses to give back to the community through the Relax, Recharge, Renew (RRR) Program, offering a weekend trip to parents and caregivers of children with special needs. This case study displays the importance of having social intrapreneurs who drive change to provide resident-tailored tourism experiences and underscores the significance of local partnerships. Additionally, realistic considerations for replicability at other destinations are discussed. The case study highlights the potential to expand collaboration in the hospitality and tourism sector, providing enriching experiences to underserved residents. Information © The Authors 2024