Local Tourism Market Research Articles

Impact of peer-to-peer online experience on cultural tourism marketing

Peer-to-peer (P2P) online experience offers low-cost immersive cultural experiences, but enterprises fear that it will negatively affect local tourism marketing. This study proposes a sequential mediation model to explore how P2P online experience stimulates travel intentions and attraction recommendations. We find that P2P online experience increases cultural presence, which in turn leads to higher situational empathy. This increased empathy then contributes to predicted tourism experience, which ultimately shapes behavioral intentions toward travel and attraction recommendations. Furthermore, the study finds that the impact of P2P online experience on behavioral intentions is stronger for consumers with lower cultural cognitive levels of tourist attractions. Our findings demonstrate the importance of P2P online experience on cultural presence and situational empathy in shaping travel behavior.

Sakura Shrimp as a hybrid spokes-character: How Japanese moe anthropomorphism promotes tourism in Taiwan

The younger generation of Taiwanese do not merely consume Japanese popular culture as a ‘foreign’ product; they have integrated Japanese cultural elements into many aspects of Taiwan’s local cultural creations as a Taiwan–Japan hybrid form. One example of this is that the majority of Taiwanese visual artists follow the Japanese manga format, aesthetics and grammar when they create their own work. In this article, we examine trends of moe anthropomorphism in manga, a method that personifies animals, objects, cities and natural phenomena as cute human characters. Using a cultural studies framework, we trace how Japanese moe anthropomorphism helps Taiwanese visual artists and local governments to promote domestic tourism and further individuals’ desire to get to know Taiwan. The spokes-character, Sakura Shrimp, serves as an example to illustrate the trend, the purpose and the readers’ responses to this new way of local tourism marketing.

Peningkatan Keterampilan Komunikasi bagi Pemandu Wisata lokal di Desa Penyanggah Taman Nasional Bromo Tengger Semeru (TNBTS) Wonokitri Pasuruan Jawa Timur

This service activity aims to improve the capability of local tour guides in buffer villages in the Bromo Tengger Semeru National Park (TNBTS) area. One of the locations chosen by the Service team is Wonokitri Village, which is located close to the tourist destination of Mount Bromo. Based on the results of field observations, there are several problems why Wonokitri Village is only able to survive as a 'transit village' which is indicated by the low occupancy of tourists staying at local guest houses. This is due to the low communication skills of local tour guides to attract both domestic and foreign tourists to stay longer in Wonokitri Village. In fact, based on the narrative of local residents, they are trying to develop other tourist objects that are expected to be able to support the local economy. Through this service activity, the Proposing Team arranged a series of mentoring and training activities for members of the Tourism Awareness Group (Pokdarwis) in Wonokitri Village, Tosari District, Pasuruan Regency. The service activities consist of first, training in communication skills for tour guides and tourism actors (owners of guest houses, stalls, and souvenir sellers). Second, assistance in making social media as a promotional media, branding as well as local tourism marketing. Finally, thirdly, English language skills training in the context of tourism for tour guides and other tourism actors. The outputs of this activity are publications in the mass media, activity documentation, scientific articles presented at national seminars, and scientific articles published in accredited national journals.

Creation of agro-tourism cluster as the basis of innovative renewal of Kharkiv oblast in the post-war period

The article is devoted to the study of the possibilities of implementing the cluster concept of the development of the tourism industry in the Kharkiv region. The project of the agro-tourism cluster "Slobozhanska kazka" is proposed. The idea of the cluster is to create a chain of various services, where overnight accommodation is organized in one place, quality food in another, and a master class is held. The strength of the cluster is that it creates a collective agritourism product, increases the capacity of the local tourism market and expands the flow of tourists. The subject of the research is the organizational and economic relations that are formed in the process of adaptation and ensuring sustainable interaction of the participants of the market of rural green tourism in accordance with the modern trends of clustering of the economy. The purpose of the work is the development of theoretical and methodological provisions for the improvement of the domestic market of rural green tourism based on the study of the possibilities of implementing the cluster concept in the regions of Ukraine. The achievement of the set goal was ensured by the following interrelated tasks: to characterize the types of active clusters in Ukraine; consider the essence of the concept and structure of an agro-tourism cluster; to develop a Roadmap for the implementation of the cluster concept of Ukraine's economy in the post-war period to support and popularize rural green tourism in Ukraine. The methodological basis of the study consists of a systematic and program-targeted approach, monographic, graphic and economic-statistical methods of scientific research. The following results were obtained.The development of the agro-tourism cluster of the Kharkiv region will allow further application of a comprehensive approach to the development of enterprises in the field of tourism and the organization of promotion of their products both on the domestic market of the region and on the Ukrainian and international markets. The cluster mechanism will promote the innovative activities of its participants, will ensure the development of infrastructure, the expansion of the spectrum and the growth of the quality of their products (goods, works, services), as well as the satisfaction of the collective interests of the participants of the tourism cluster. Conclusions. The Roadmap for the implementation of the cluster concept of Ukraine's economy in the post-war period for 3 years has been developed. These recommendations will make it possible to create a positive image and increase the attractiveness of the territory, form a regional tourist product, increase the flow of tourists and ensure the replenishment of the budget.

Local Practice of Intelligent Innovation and Sustainable Development of Environmental in NCUT of Taiwan

The purpose of this project is to assist local fruit farmers to increase output value through innovative development, build a distribution network for agricultural products, and increase farmers' income. In the technology of increasing agricultural output value, NCUT's professional team applies smart agricultural technology to monitor fruit trees to prevent pests and diseases, maintain the healthy growth and yield of fruit trees, and solve the problem of lack of labor in farmland. The NCUT team practices strategic marketing and business models to guide fruit farmers to promote local creation and enhance local cultural characteristics. This project assists in the implementation of new quality-guaranteed and value-added technologies, promotes high-quality agricultural products across the country and improves local tourism marketing, and activates agricultural product promotion activities to achieve mutual support between industry and academia. In addition, in response to the 50th anniversary of the World Earth Day, NCUT held a tree planting to save the earth to implement the concept of sustainable environmental development. President Chen, faculty and students planted 500 Cinnamomum camphor seedlings on the NCUT campus in response to the UN Climate Change Framework Convention.Keyword: Environmental Protection, Local Practice, Intelligent Innovation, Intelligent Agricultural Technology, Sustainable Development

Tourism destination marketing and international tourists satisfaction: A study on international heritage site at Mamallapuram, Tamil Nadu

Tourism stakeholders play an eminent role in destination marketing and offering an array of products to the tourists. Numerous local tourism marketing partnerships have been formed as a result of the complexity and interdependence among the various stakeholders. The study is based on empirical research done among international tourists visiting Mamallapuram heritage site in Tamil Nadu. This study looks at how tourists’ overall satisfaction and inclination to return to the area are affected by satisfaction-based ratings. A satisfaction survey was conducted to include ratings of several destination characteristics using an ordinal scale. Results revealed that tourists rate safety, hygiene, and cleanliness as important elements for selecting a destination for traveling along with family members and friends.

After the National Film Unit, before social media: Wellington tourism film’s urban narratives and production dynamics 1991–2008

ABSTRACT This article analyses the development of Wellington tourism film from 1991 to 2008, release years of Absolutely Positively Wellington and Spoil Yourself in Wellington TV commercials, respectively. While performing the textual analysis of five case studies released for domestic TV circulation, it examines their underlying tourism marketing and place-branding dynamics in the broader context of the political, institutional and cultural transformations that marked New Zealand and its capital city from the late 1980s onward. Such political and social context, characterised by the privatisation and sale of public assets and businesses, the transformation of public institutions into profit-driven corporations and the closure or downsizing of government departments and government-led institutions, coincided with the reorganisation of Wellington's economic, institutional and social assets, with the reshaping of the city's identity and with the redefinition of local tourism marketing strategies. This article argues that Wellington tourism film's institutional background started to be increasingly characterised by a process of growing and deepened interaction and partnership between local tourism bodies, creative agencies and private stakeholders. It also intends to trace the succession of different but interconnected urban narratives that informed local tourism film production, before the contemporary narratives about Wellington as a ‘creative city’ took hold.

To be or not to be? A tale of immigrants’ entrepreneurial journey: the case of Sinorama’s international tourism empire

Theoretical basis Transnational entrepreneurs (TEs) are individuals that migrate from one country to another, concurrently maintaining business-related linkages with their former country of origin and currently adopted countries and communities. TEs are active social actors who enact networks, ideas, information and practices for the purpose of seeking business opportunities or maintaining businesses within dual-social fields, which, in turn, force them to engage in varied strategies of action to promote their entrepreneurial activities (Drori, Honig & Wright, 2009). This case research focused on the ethic, legal and cultural challenges TE has been facing when operating their business across boards. Research methodology The data used in this case were collected from mainly third-parties, including the office de la protection du consommateur; Office of consumer protection (OPC), securities and exchange commission (SEC) reports, news as well as marketing materials posted on public media by Sinorama Corp. and Vacances Sinorama. The authors conducted interviews with former employees of Vacances Sinorama to gain the understanding of the owners and the business challenges faced during the years of operation. The authors also communicated with the OPC through to obtain specific case-related information through the Canadian freedom of information channels. Triangulation of such information from multiple resources had been conducted to validate and support the details described in the case content. Case overview/synopsis A Chinese immigrant couple migrated to Canada and started Vacances Sinorama Inc. (“Vacances Sinorama”) in 2005. The focus of this case is on the expansion of their travel businesses after 2015. In 2016, they established a financing shell company, Sinorama Corporation (“Sinorama Corp.”), in Florida, USA, which became the holding company to the operation subsidiaries. Born during the 1970s and raised in Mainland China, the owners were culturally traditional and operated the company with the values and norms from their heritage culture. Vacances Sinorama successfully penetrated the local tourism market using Web-based technology and aggressive low-pricing strategies after the scaling-up strategies. However, Vacances Sinorama was operating in the red for several consecutive years (2015–2018). Sinorama Corp. received additional capital of US$4.4m by listing a portion of its shares on the NASDAQ over-the-counter market during 2016 and 2017. Canadian regulators began to investigate its operational and financing activities in 2017. They found a comingling of client and operation funds, which directly violated Canadian consumer protection laws. As a result of these violations, the license for Vacances Sinorama was nonrenewed in August 2018. The majority of owners fought to overturn the regulators’ decision and failed at all levels of appeal, administrative and judicial. This entrepreneurial endeavor ended with Vacances Sinorama declaring bankruptcy in October of 2018. Complexity academic level This multipurpose teaching case aims to assist students from an integrated approach whom are learning about entrepreneurship, international business, business law and business ethics. It is best suited for advanced undergraduate courses in entrepreneurship, business ethics, international business and business law as well as specific teaching modules in MBA courses.

An Analysis of Key Influencing Factors on Island Tourism Revisit Intentions – Evidence from the Matsu Islands

Sightseeing and tourism not only brings economic benefits to the local community but also drive the development of related industries. In 1992, when the Matsu’s battlefield mission was dissolved, tourism became one of the key development strategies to boom the region. Although the number of visitors to Matsu Islands has risen significantly in recent years, how to increase the island’s willingness to revisit the island has been an important issue. Since local tourism has its own characteristics, island tourism marketing strategies should be different. Many previous studies have quantified the relationship between tourism area satisfaction and willingness to revisit, but there is no research analyzing of island tourism marketing importance performance to evaluate the influencing factors of revisiting willingness. Based on the local tourism marketing position, this paper mainly adopts the SAVE marketing model, taking the Matsu Islands as an example, to explore the key influencing factors on island tourism revisit intentions. Next, it transforms the model into the island tourism marketing mix, and conducts an empirical analysis of the key influencing factors on Matsu tourism revisit intentions by the Importance-Performance (IPA) method. The study indicates that the main criteria of the desire to revisit Matsu Islands are “Integration Solution” and “Tourism Education,” while the key influencing factor of the major improvement area is “Travel Convenience.” It is suggested the local government and related companies strengthen marketing and improve the current situation. The findings may serve as a reference for the allocation of tourism resources in Matsu Islands.

Destination management amid COVID-19: a case study in La Cerdanya, Spain

ABSTRACT This study, following the initial stage of the grounded theory development process, investigates how the COVID-19 influences the tourism practice and management in La Cerdanya, Spain. Empirical data were obtained from a field trip in October 2020 and were inductively analysed to provide pertinent insights. The results show that the current destination planning and management should focus on the local tourism market and destination image rather than seeking for one-size-fits-all solutions, and the existing challenges should be addressed by meeting future tourism trends and strengthening collaborations. Based on the high volume of the political and social-cultural complexities revealed in this study, the implications for ensuing research and practices are presented.

Tourist-oriented approach in linguistic mediation

The article discusses strata of linguistic changes imposed by the necessityto meet the demands of the local tourism market illustrated by the flow of visitors to the Russian Arctic, namely to the Murmansk Region. The authors highlight grammatical and lexical changes on interlingual and intralingual levels, whereas cultural references are distinguished as a separate stratumdue to their intrinsic characteristics. The definition of a cultural mediator is introduced in the article in contrast to those of a translator and a tour guide. It specifies the qualifications, skills, competences and language fluency level within the framework of the tourism-oriented approach. Tourism potential of the Murmansk Region as a major part of the Russian Arctic shapes the long-term development strategy in the regional economy, in particular, enterprises policies, facility building and renovation, providing conditions appealing to not only local but national and international stakeholders and ultimately the vocational education and training system in tourist sector.

The current state of Muslim-friendly tourism policies in non-Islamic countries: an exploratory study of Korea's approach

Since 2010, Korea has seen a gradual increase in the number of inbound Muslim tourists as a result of the hallyu phenomenon. In response, the Korean Government began to promote a welcoming tourism environment to Muslim visitors. The recent crisis caused by the deployment of the terminal high altitude area defence (THAAD) system and China's reprisal boycott has prompted the Korean Government to diversify the local tourism market, shifting its focus from Chinese to Muslim tourists. This study explores the status of Korea's hospitality industry with regard to inbound Muslim tourists. Findings indicate that Korea's domestic tourism industry has responded swiftly to the needs of Muslim tourists by establishing a Muslim-friendly tourism environment. However, Korea's Muslim-friendly policy faces two main challenges: the lack of hospitable infrastructure for Muslim tourists outside of Seoul and a prevailing anti-Islamic sentiment among Koreans who oppose government policy.

The current state of Muslim-friendly tourism policies in non-Islamic countries: an exploratory study of Korea's approach

Since 2010, Korea has seen a gradual increase in the number of inbound Muslim tourists as a result of the hallyu phenomenon. In response, the Korean Government began to promote a welcoming tourism environment to Muslim visitors. The recent crisis caused by the deployment of the terminal high altitude area defence (THAAD) system and China's reprisal boycott has prompted the Korean Government to diversify the local tourism market, shifting its focus from Chinese to Muslim tourists. This study explores the status of Korea's hospitality industry with regard to inbound Muslim tourists. Findings indicate that Korea's domestic tourism industry has responded swiftly to the needs of Muslim tourists by establishing a Muslim-friendly tourism environment. However, Korea's Muslim-friendly policy faces two main challenges: the lack of hospitable infrastructure for Muslim tourists outside of Seoul and a prevailing anti-Islamic sentiment among Koreans who oppose government policy.

Možnosti městského a venkovského cestovního ruchu v České republice

The first part of the paper is devoted to the problems of city tourism in the Czech Republic. As an example of the possibilities of city tourism is mentioned own marketing research of Brno citizens about their recreation and sport activities in the town and nearest surroudings. The marketing research was conducted for the first time in 1997 and repeated once again at the end of 2001.The second part is oriented to the problems of the country tourism. As a practical case is used Southern Moravia project called Moravian Wine Trails. Empirical own experiences, especially personal interviews with local public administration authorities in 2003 and 2004 are compared with theory of local tourism marketing.

Real-time forecasting regional tourism with business sentiment surveys

This study provides evidence that supply-side soft information, retrieved from business surveys, is effective in real time forecasting of hotel arrivals at the regional level. We assess the effect of including business sentiment indicators in commonly used naïve specifications and structural time series models, using residuals and predictive diagnostics. We find that both the goodness-of-fit and the forecasting accuracy of the augmented models are superior to those of the baseline models. Whence the opportunity to extend to the tourism sector the surveys on the business sentiment currently realized by the provincial chambers of commerce for the manufacturing sector, allowing an effective and timely managing of local tourism market, where official information is likely to be either lacking or poor in quality.

Tourism Marketing Strategies for Chongqing University City

Based on questionnaires, this paper provided a subdivided tourism target market in Chongqing University City, and the forecast made on the marketing strategies. This paper analyze the tourism market characteristics of Chongqing University city based on a survey, predict the local tourism market, then provide three marketing strategies, that is tourism product strategy, tourism image strategy and promotional strategy.

When the Global Meets the Local in Tourism—Cultural Performances in Lijiang as Case Studies

As one of the most popular tourism destinations of China, the World Heritage Site Old Town of Lijiang has attracted millions of tourists from around the world. The commoditization of local culture and its manifestation in the indigenous religion have emerged to satisfy the demand of its booming mass tourism. Taking three cultural performances as case studies—namely, Naxi Ancient Music, Lijiang Impression, and Naxi Marriage Courtyard—this article aims to explore the influence of globalization and localization on the development of tourism in Lijiang. It examines how these performances are interpreted and transformed into cultural productions by the local tourism market. During this endless flow between the global and the local, cultural performances show the dynamic forms of encounter, combining the homogenization of global capital and the heterogenization of local ethnicity.

Mount Athos: development policies for short-term religious tourism

The case of the Christian Orthodox Monastic Peninsula of Mount Athos is examined focusing on the impacts of short-term pilgrimage upon the local economy. Due to the interdiction of women entering Mount Athos, the local tourism market has been oriented towards two different target directions: day-trip cruises that take tourists on a three-hour cruise to the west side of the monastic peninsula and day-trip pilgrimages that allow pilgrims, mainly women, during a five-hour voyage to venerate the relics from various monasteries of Mount Athos. The study examines the evolution of these two key activities in the area surrounding Mount Athos and their contribution to local economic development. Research findings, based on longitudinal research, support the importance of religious tourism for local economic development and propose a number of specific policy measures that need to be introduced to improve sustainable economic development for the broader region.

Rural-cultural excursion conceptualization: A local tourism marketing management model based on tourist destination image measurement

Excursions to small, rural villages rich with historical heritage and architectural harmony are popular in Spain and other similar countries. This study presents a conceptualization and definition of this sort of tourism in rural-cultural destinations. In addition, it introduces a combination of variables that define the image of the destination, the characteristics of these types of trips, and characteristics of the rural-cultural tourist. One of the main results of this qualitative and quantitative empirical research is that it identifies a set of variables that span the cognitive and affective components of tourism. These cognitive–affective components mainly address the towns' historical and cultural heritage, the cleanliness and peaceful atmosphere of the location, and the treatment and service the visitor receives. These components show a high internal consistency and they highly correlate with the overall image of the travel destination. The profile of the typical tourist is an educated adult who is very loyal to these locations, has experience in these types of trips, uses the opinions of relatives and friends as the main source of information, and is mainly motivated by a desire to disconnect, relax, and visit new places. The results of this study suggest two things. First, the development of a reliable scale with which to quantitatively assess the image of this type of destination could be used as a management tool. Second, the development of an image formation model of a rural-cultural destination would also incorporate the in situ emotional response.

Evaluating the governance style of marketing groups

The complex nature of tourism destinations necessitates large numbers of organizations being involved in their marketing. Many collaborative tourism destination marketing associations fail because of inappropriate governance mechanisms or through a failure of collaborators to share goals and methods of doing business. This paper hypothesises that governance style and internal compatibility among members are important determinants of the success of local tourism marketing associations. Results of research among a sample of members of English tourism associations indicated a significant positive relationship between the effectiveness of an association and a ‘tight’ governance style, and a significant negative relationship with the level of compatibility among members.