Destination Marketing Research Articles

Posing on the Korean War border: selfie representations of the tourist experience at a dark heritage site

ABSTRACT The expansion of user-generated media into daily life has prompted means of self-presentation through ‘proof’ selfies that capitalize on unique environments and experiences. Tourists engage with sites of conflict and tragedy to craft online personal narratives which transform the destination’s image. This study examines how the tourist experience at the Korean Demilitarized Zone (DMZ) is depicted by international visitors through travel selfies posted on Instagram, according to their online self-presentation. By conducting a quantitative content analysis of 165 user-generated selfies, we identify differences in their depiction of the DMZ across four types of social media profiles. Travelers displayed specific poses and captions that underscored their witness position on the Korean War border, divergence from the system in the North, tense border security and the memorable opportunity to learn about Korea’s history. The findings provide implications for destination marketing of dark heritage tourism, particularly at conflict sites, by leveraging the appeal of ‘Instagrammable’ moments and targeted messaging strategies.

Half-century qualitative research in tourism and hospitality: a bibliometric analysis

This bibliometric analysis explores the evolution of qualitative research in tourism and hospitality over the past 45 years, utilizing the Scopus database to highlight prominent trends, publications, and thematic developments. The study identifies significant trends in publication volumes, which show a remarkable increase, particularly in the past decade, reflecting a growing interest in qualitative methods to address the complexities of tourism and hospitality. Performance analysis indicates the dominance of key journals and authors, while science mapping reveals evolving research themes such as sustainable tourism, visitor behavior, and destination marketing. Notably, the analysis of cluster networks and thematic evolution demonstrates how research has transitioned from foundational topics like tourism development and anthropology to contemporary concerns such as sustainability, the sharing economy, entrepreneurship, and digital tourism. This shift reflects the field’s response to global changes and challenges, offering key insights to direct future research on resilience, crisis management, and tourism technology.

The Effect of Social Media Marketing on Tourist Loyalty: a Mediation - Moderation Analysis in the Tourism Sector under the Stimulus-Organism-Response Model

This study investigates the impact of social media marketing (SMM) activities on destination loyalty, emphasizing the mediating roles of tourist satisfaction and engagement, and the moderating role of destination trust in an extended Stimulus-Organism-Response (S-O-R) model in the context of an emerging country (Vietnam). Data from 514 domestic tourists collected in Vietnam's coastal destinations were analyzed using partial least squares structural equation modeling (PLS-SEM). The results reveal significant direct effects of SMM on tourist satisfaction, engagement, and loyalty. Satisfaction and engagement mediate the relationship between SMM and loyalty, while destination trust strengthens these effects. This study offers significant theoretical contributions to the field of tourism marketing by extending the application of the S-O-R framework. It demonstrates how SMM influences destination loyalty not only through direct pathways but also through indirect mechanisms involving tourist satisfaction and tourist engagement. By examining these mediating and moderating roles, the study expands our understanding of how emotional and behavioral responses to SMM drive destination loyalty. The findings suggest that destination marketing organizations (DMOs) should develop SMM strategies that not only enhance engagement and satisfaction but also incorporate trust mechanisms to foster long-term loyalty, particularly in emerging tourism markets.

Embracing Virtual Reality in Destination Marketing: A Serial Mediation Model to Investigate the Role of Virtual Tourism Experiences in the Formation of Place Attachment

Technological innovation is important for destination marketing organisations (DMOs) in achieving sustainable destination development. However, few studies have considered the marketing potential of emerging immersive technologies in promoting local destinations, as well as their impacts on tourists’ place attachment. Drawing upon cue consistency and place attachment theory, this study established a serial mediation model to examine the impact of sensory information acquired from online virtual tourism experiences, such as visual and auditory cues, on tourists’ place attachment formation during the post-trip stage. The PLS-SEM approach was adopted to analyse the data, which were collected from 408 respondents via an online survey. The results showed that tourists’ sensory information significantly influenced their virtual attachment and sense of presence. Furthermore, tourists’ perceived information and image consistency significantly influenced their place attachment. In addition, the serial mediation effect among sensory information, cue consistency, and place attachment was confirmed. The theoretical and managerial implications are also discussed.

Instagram as a Tourism Village Promotion Media: A Study of Sumber Urip Tourism Village

Instagram has emerged as one of the most popular social media platforms, widely used not only for personal purposes but also for group or institutional needs. This study examines the utilization of Instagram as a promotional medium for Sumber Urip Tourism Village. In the digital era, social media has become a crucial tool in tourism destination marketing strategies; however, its effectiveness in the context of rural tourism villages requires further exploration. The aim of this research is to analyze content strategies, engagement levels, and their impact on the promotion of Sumber Urip Tourism Village through the Instagram account @sumber.urip__. Employing a qualitative approach with netnographic methods, this study conducts digital content analysis on Instagram posts from December 2020 to September 2024. The results indicate that while Instagram holds great potential as a promotional medium, its utilization by Sumber Urip Tourism Village has not been optimal. Inconsistencies in posting frequency, limited use of hashtags, and lack of interaction with followers were observed. Visual content, especially that showcasing natural beauty, received positive responses but was not supported by a strong storytelling strategy. The research also reveals a lack of collaboration with influencers or other tourism accounts, which could enhance the destination's visibility and credibility. In conclusion, a more comprehensive and planned strategy is needed in leveraging Instagram, focusing on content consistency, interactivity, storytelling, and optimal utilization of platform features to increase the effectiveness of digital promotion for Sumber Urip Tourism Village.

Artificial intelligence (AI) technology in destination advertising: The impact of video-based destination anthropomorphism on destination image

Drawing upon existing anthropomorphism literature, this research employed two experiments to investigate the relationships among video-based destination anthropomorphism, AI mind perception, and destination image, while examining the moderating influence of AI anxiety. Study 1 confirmed that video-based destination anthropomorphism and AI mind perception positively impact destination image. It also demonstrated that video-based destination anthropomorphism positively affects AI mind perception and established the mediating role of AI mind perception. Study 2 verified that AI anxiety moderates the impact of video-based destination anthropomorphism on AI mind perception. These research outcomes contribute to the body of knowledge in destination marketing literature by constructing an integrated model. Furthermore, the findings offer valuable insights for destination marketers and advertisers in enhancing destination image through anthropomorphic strategies.

Analisis Dampak Strategi Pemasaran Digital Terhadap Pertumbuhan Bisnis Startup

The purpose of this study is to analyze the impact of digital marketing strategies on the growth of startup businesses. This research approach collects data through literature studies, which involve reading literature from various sources including books, journals and reports using qualitative and deductive approaches. The findings in this study are that there are several positive impacts of digital marketing on the growth of startup businesses, namely first, digital marketing allows startup businesses to reach a wider audience globally, not limited to geographical boundaries. By using tools such as SEO (Search Engine Optimization) and content marketing. Second, it allows startup businesses to interact directly with potential customers through various online communication channels such as social media, email, and direct conversations. Third, it helps startup businesses to achieve their marketing goals, increase revenue, build brand awareness, and strengthen relationships with customers.

Online Allies? Exploring Black Travelers’ Perceptions of DMO Social Advocacy Statements

Many U.S. destination marketing organizations (DMOs) have utilized social media to express support for the Black community amidst the Black Lives Matter racial justice movement. Current research lacks insight into ways in which Black travelers judge these efforts known as advocacy statements. This study uses a 2 × 2 experimental design to examine how Black travelers evaluate various forms of statements. Additionally, this work explores the mediating role of relational legitimacy between advocacy statements and behavioral intentions and finds it to be significant. Black travelers in this study find statements containing both an image and text to be the most appropriate form of digital social advocacy. Organizations can leverage these findings to create effective advocacy campaigns that go beyond performative acts and reflect substantive policies and strategies.

Leveraging Nature-Based Tourism for Sustainable Community Development and Destination Marketing: A Social Capital Theory Perspective

Leveraging Nature-Based Tourism for Sustainable Community Development and Destination Marketing: A Social Capital Theory Perspective

FORMATION OF A CONCEPTUAL APPROACH TO THE DEVELOPMENT OFINTERNAL MARKETING SYSTEM

The article discusses the necessity of implementing an internal marketing system in a modern enterprise and its impact on achieving the company's market goals. Various approaches to internal marketing are described, along with its key components. The results of a field study are presented, confirming the importance of integrating internal marketing to enhance both the company's customer orientation and overall performance. A model that reflects a conceptual approach to the development of an internal marketing system is proposed.

Green tourist behavior analysis and its relationship with the choice of eco-tourism destination: An empirical study

Travelers may now actively support environmental protection while having a great time on their trips thanks to the growing trend of eco-tourism. This study aims to examine, while accounting for pro-environmental behavior, the effects of digital green marketing and visitors' environmental attitudes on their willingness to return to eco-destinations. In addition, the hypothesis was investigated in this work using the structural equation model (SEM). The study's findings suggest that visitors' attitudes about the environment and digital green marketing have a positive influence on their environmental behavior. Moreover, it has been found that tourists' intentions to return are positively impacted by their ecologically conscious conduct. Studies have indicated that travelers' intentions to return to eco-destinations are significantly influenced by their pro-environmental conduct. By examining the relationship between digital green marketing initiatives, travelers' pro-environmental views and actions, tourism ecosystems, and their intention to return to eco-destinations, this study will add to the body of current work. Additionally, the study's findings will provide clear guidance to destination marketing organizations (DMOs) on how to effectively market their eco-destinations, which will motivate travelers to follow responsible travel guidelines and encourage return trips to these eco-friendly locations.

Export destination and firm upgrading: evidence from Spain

ABSTRACT This paper examines the role of export destinations on firm upgrading. I exploit the real effective exchange rate devaluation in Spain during the Great Recession to identify the unusual export performance of manufacturing firms. Using directly observable measures of firm upgrading, I find that increased share of exports to low-income destinations in sales reduced productivity and upgrading efforts of firms. However, real effective exchange rate devaluation did not affect the share of exports to high-income destinations in sales as well as productivity and upgrading efforts. The results are consistent with the quality sorting hypothesis that suggests a positive relationship between firm productivity and product quality. The findings in this paper emphasize that export market destination is an important determinant in analysing the gains from exporting.

Enter stage right: best practices in narrative staging of authenticity in literary tourism

ABSTRACT The paper addresses two current issues in tourism. First, it explores recent developments in the particular sector of literary tourism, second, it investigates the relevance of authenticity for managers of literary destinations. Whilst tourism scholarship has abundantly identified authenticity as a key factor in the evaluation of the literary tourist experience, most academic approaches conceptualise authenticity from the visitor point of view. This paper explores concrete tools for practitioners to implement authenticity in literary destinations. It adopts the analytical lens of authenticity production by showing that authenticity can be staged through narrative processes. The methodology is grounded on a qualitative research design that encompasses empirical data from 32 literary sites in Germany and France. The results allow for the modelisation of authenticity issues as Authenticity Staging Matrix (ASM), aggregating immaterial and material forms of narrative staging through a diversity of texts, media, and communicative situations. The model provides valuable managerial cues for the planning and implementation of authenticity in literary destination marketing. Thus, the study augments extant scholarship on literary tourism and authenticity conceptualisations by supplementing practical tools to destination managers to satisfy the growing demand for authentic literary tourist experiences.

Tourism experiences and healthy aging: extending the successful aging model

PurposeThe surge in the older population has gained significant interest within the tourism sector worldwide. Little empirical research has been conducted to examine the role of tourism experiences on older adults’ healthy aging. Based on Rowe and Kahn’s (1987) successful aging model, this study utilized a qualitative approach to examine the health benefits that tourism can play for seniors.Design/methodology/approachA total of 19 interviews were conducted with senior adults living in Macau aged over 60. Thematic analysis was employed for data analysis.FindingsThe results demonstrate that the tourism experience contributes to healthy aging in three ways: first, nature-based tourism benefits seniors’ physical health; second, the social interactions with friends, relatives, locals and fellow travelers during tourism activities benefit seniors' emotional well-being and third, transcendent tourism experiences can exhibit positive spirituality among seniors.Originality/valueThis paper not only enriches the theoretical and empirical studies on tourism and healthy aging but also puts forward relevant empirical suggestions to destination marketing organizations that target the senior tourist market.

Perspectives for Sale of Recyclable Materials Network in the Seridó-RN Region

Purpose: The present research aims to diagnose waste picker enterprises in the Seridó-RN region in view of the perspective of developing and selling recyclable materials in a network. Introduction: The National Solid Waste Policy in Brazil (PNRS) points to a circular economy model, but the challenge for public administration is still great. The social inclusion of recyclable material collectors in the management of solid waste makes it possible to improve the income of these workers with an increase in recycling rates in the country. From this perspective, the Recicla Seridó Network was formed by associations of collectors, with the purpose of overcoming the difficulties of the low volume of recovered materials, and the challenges of remaining in the market. Methodology: Interviews were carried out with the legal representatives of the enterprises, whose responses were analyzed in a quantitative and qualitative way, using the SWOT matrix to identify strengths, opportunities, weaknesses and threats for network management and development. Results and Conclusion: The study concluded that managing a network is not a simple task, as it involves technical capacity and administrative, economic, educational, cultural aspects, and organizations have not yet achieved their goal of network marketing, due to the lack of effectiveness of public policies, financial fragility, need to expand partnerships, considering the dynamics and complexity of selective collection and the challenges faced.

Factors Influencing the Sustainability of Food Tourism Destinations: Evidence from the World Heritage Site of Guilin

This study examines the sustainability factors critical to developing food tourism within World Heritage Sites (WHSs), leveraging the unique natural, social, and cultural resources inherent to these locations. Using Guilin as a case study, this quantitative research collects data from diverse stakeholders, including catering operators, government officials, service providers, tourists, and residents. Critical factors identified as essential for sustaining food tourism include destination marketing, visitor experience, destination image, stakeholder engagement, core food products, and government support, with destination marketing emerging as the most influential. This study proposes a framework of sustainability factors shaping food tourism development in WHSs. The findings challenge the traditional reliance on physical resources for WHS tourism, broaden understanding of food tourism in these heritage sites, and offer strategic insights for comparable destinations in Southeast Asia.

Balancing Tradition and Modernity: The Brand Personality of Santiniketan as a Tourist Destination

The present case study rigorously investigates the brand personality of Santiniketan, a prominent tourism destination in West Bengal, India. This research aims to explore the dominant personality dimensions that define Santiniketan’s identity and to examine potential differences in perceptions between tourists who have visited the town and those who have not. Santiniketan’s unique identity, rooted in its cultural heritage, customs and the legacy of Rabindranath Tagore, is communicated through diverse marketing campaigns and promotions. A strong and positive brand personality can set a destination apart, providing a significant competitive advantage and facilitating increased visitation rates. To evaluate Santiniketan’s brand personality, traditionally associated with peace, tranquillity and spirituality, while exploring additional dimensions such as sustainability and environmental consciousness, this study used the rigorous Destination Personality Scale by Kumar and Nayak (2018, Journal of Hospitality and Tourism Research, 42, 1, 3–25). The study employed a mixed-method approach, combining qualitative and quantitative tools, to gather data from 97 respondents through focus group interviews and surveys. Participants aged 18–70 were divided into those who had visited Santiniketan and those who had not but were knowledgeable about the destination. The findings indicate that courteousness, conformity, creativity and tranquillity significantly influence tourists’ perceptions of Santiniketan, with notable differences between visitors and non-visitors. This research contributes to the literature on destination branding by comprehensively understanding Santiniketan’s brand personality, emphasizing its cultural attributes and rich heritage as critical factors in its success as a popular tourist destination. The insights gained can assist destination marketers in aligning their strategies to enhance tourists’ perceptions and increase visitation rates. This study addresses the gap in academic inquiry into Santiniketan’s brand personality, offering valuable implications for developing and promoting similar cultural heritage destinations.

Women travelers and social media: Charting the path to economic and entrepreneurial opportunities

An increasing number of studies have emerged to analyze the growing phenomenon of women travelers and their active participation on social media, especially dedicated to its psychological aspects. However, its economic and entrepreneurial implications have been mostly neglected. The objective of this study is to develop a two-facet theoretical framework on how lay women travelers become entrepreneurial travel influencers. A systematic literature review of 177 academic articles has been conducted and classified into 3 categories namely women-focused, gender-focused, and gender-variable. Topic modeling was applied to identify the top 5 topics from each category and concluded that previous works examining the economic and entrepreneurial prospects of women travelers from a destination marketing perspective are scarce, especially among the women-focused studies. This study is the first to provide a comprehensive evaluation of the holistic factors related to women travelers on social media, offering significant insights for destination marketing and entrepreneurial aspects within a broader economic context.

Guest experience and unique accommodation features in Göreme, Cappadocia: An Airbnb review analysis

This study investigates the influence of unique accommodation features on guest experiences in the Göreme town of Cappadocia, focusing on Airbnb reviews. By analyzing 5,677 reviews from 122 Airbnb listings, the research identifies key features such as cave dwellings, panoramic views, and hot air balloon experiences, which significantly contribute to guest satisfaction. A mixed-method approach has been used, combining frequency analysis and sentiment analysis, to evaluate how these unique elements shape guests' perceptions and overall satisfaction. The findings highlight the critical role of both aesthetic qualities and service standards, emphasizing the need for hosts to balance unique architectural features with essential hospitality services like cleanliness and maintenance. This research provides insights for Airbnb hosts and destination marketers to enhance the appeal of Cappadocia as a premier destination for immersive, authentic tourism experiences. The study also offers strategic recommendations for improving marketing efforts and destination management by leveraging Cappadocia's cultural and natural heritage to create memorable guest experiences. As a suggestion for future research, it may be useful to extend the findings of this study to a wider geographical area and examine different tourist profiles.

The Effectiveness of Green Marketing in Starbucks: An Assessment

Green marketing practices have become increasingly significant as businesses aim to reduce their environmental impact and cater to the growing number of environmentally conscious consumers. The primary goal of green marketing extends beyond appealing to eco-conscious buyers; it also aims to generate positive environmental and societal effects. Green marketing integrates sustainability principles across various aspects of marketing, including product design, packaging, messaging, production processes, and promotion. Its importance lies in enhancing profitability, fostering brand loyalty, and attracting a new market segment that prioritizes sustainability. For instance, businesses may promote reduced emissions in manufacturing or use post-consumer recycled materials in packaging. Some also demonstrate environmental responsibility by donating a portion of sales proceeds to eco-friendly initiatives, such as tree-planting campaigns. This study examines how Starbucks' green marketing practices have contributed to its overall success, profitability, brand reputation, customer loyalty, and employee engagement. Additionally, it investigates challenges and limitations Starbucks may have faced in implementing these practices and explores potential areas for improvement. The study’s findings will provide valuable insights for other businesses aiming to adopt green marketing strategies and contribute to the broader discourse on sustainability's role in business.