Tourism Market Research Articles

How hotel VR photography previews enhance customers’ immediate booking intention through mental imagery and perceived value

Purpose The purpose of this study is to examine how a hotel virtual reality photography (VRP) preview enhances customers’ immediate booking intention compared to a picture preview. Design/methodology/approach Data were collected using a one-factor between-subject experimental design and time-based systematic sampling. Respondents were asked to read a scenario on an iPad and assess a hotel preview (VRPs vs pictures) before answering the questionnaire. Findings The results show that a hotel VRP preview generates more mental imagery than a picture preview in terms of quantity, vividness, modality and valence. These four dimensions of mental imagery indirectly influence customers’ immediate booking intentions through perceived utilitarian value and hedonic value, among which modality has the greatest influence on utilitarian value and valence has the greatest influence on hedonic value. Moreover, utilitarian value has a stronger impact on customers’ immediate booking intentions than does hedonic value. Originality/value The results obtained in this study contribute to hospitality research by using cognitive consistency theory as the overarching framework, combining mental imagery theory, media richness theory and perceived value theory to explain the mechanism of tourists’ hotel booking decision-making from hotel previews. Comparing this study’s results with previous studies shows the difference in the effects of 360° (head-mounted) videos, VRPs and pictures on evoking mental imagery across tourism and hotel products, updating our knowledge of VR technology in tourism marketing.

Structural relationships between workation attachment, workationer power, workation relationship quality, and workation intention

This research aims to examine the structural relationships between the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. It demonstrates that the proposed model aligns well with the collected data based on a convenience sample comprising 494 workationers in Bangkok using structural equation modeling. The analysis outcomes contribute to the tourism marketing theory by providing additional insights into the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. The findings from this study can aid workation managers in formulating and executing market-oriented service strategies to enhance the dimensions of workation attachment, workationer power, and workation relationship quality and foster workation intention.

Community Value Co-Creation as a Catalyst for Village Tourism Sustainability: A New Paradigm

The purpose of this study is to propose a new conceptual model for tourism marketing management science, focusing on the perspective of the head of the tourist village manager to achieve village tourism sustainability. This study employs a quantitative approach and includes data from 140 respondents. The data pertains to the green environment mindset, local wisdom, community co-creation, and sustainable tourist villages. A quantitative research method was utilized in this study, with the head of the tourist village manager representing Indonesia. Data collected from 140 tourist village managers were analyzed using Smart PLS-4. This study's main findings emerged from the mediation hypothesis test results. Increasing community value co-creation, supported by the green environment mindset and local wisdom, contributed to sustainable tourist villages. This study adopts the perspective of service-dominant logic.

Culinary Tourism and its Role in Diversifying Punjab Tourism Offerings

Culinary tourism, a rapidly growing niche within the tourism industry, encompasses travel experiences focused on exploring local food and drink, connecting visitors with a region’s unique culinary traditions. This paper examines culinary tourism in Punjab, India, a region known for its rich flavors, traditional cooking techniques, and vibrant food culture. Punjab’s culinary offerings, especially in cities like Amritsar, Jalandhar, and Patiala, have the potential to diversify and enhance its tourism appeal beyond religious and cultural tourism, attracting food enthusiasts and promoting cultural exchange. Through a descriptive analytical approach, this study explores how culinary tourism can serve as a driver for local economic development, supporting small businesses and local farmers while preserving Punjab’s cultural heritage. By highlighting local food festivals, traditional dishes, and farm-to-table experiences, the paper addresses how Punjab can leverage its culinary heritage to position itself as a premier destination for food tourism. Furthermore, this research emphasizes the role of culinary tourism in supporting sustainable economic development, underlining its potential to create jobs, preserve traditions, and diversify Punjab’s tourism market. The findings suggest that a robust culinary tourism strategy in Punjab can not only elevate the region's tourism profile but also contribute to a more resilient local economy. Keywords: Culinary Tourism, Cultural Heritage, Sustainable Economic Development, Food Tourism Punjab

The Effect of Travel Constraints on Travel Intentions of People with Disabilities: The Mediating Role of Travel Motivation

According to WHO, 16% of the world's population are people with disabilities. Given this high number, disability-friendly tourism can be utilized as a special tourism market. This study aims to analyze the effect of travel constraints on travel intention through travel motivation for people with disabilities in Bandung. Over the past few years, Indonesia has begun to develop disability-friendly tourism infrastructure and services. The theory used in this study is the Theory of Planned Behavior, which has proven effective in shaping the behavioral intentions of tourists. This research was conducted using quantitative methods with structural equation modelling analysis procedures using CB SEM. The data collection technique used was non-probability sampling, targeting people with visual impairments, hearing impairments, physical disabilities, and mild mental disabilities. There are 200 pieces of data collected using a questionnaire. The results showed that travel constraints significantly positively affect travel intention through travel motivation among people with disabilities in Bandung. Existing literature finds a direct effect of travel constraints on travel intention in the tourism industry. This study contributes to the existing literature by including travel motivation as a mediating variable in mediating the effect of travel constraints on travel intention among people with disabilities in Bandung.

Pendampingan Interpretasi dalam Pengelolaan Komponen Wisata Komunitas Desa Wisata Lantebung, Makassar

This study aims to evaluate community service activities in the management of tourist destinations in Lantebung Village. The focus of this research is to assess the effectiveness of the community service activities conducted in enhancing the community's capacity to manage tourism. Based on a survey of 30 respondents, the results show that the majority of the community feels involved in the management of the tourist destination (70%) and agrees with the clear division of roles (83.33%). However, some respondents feel that their involvement is still limited. Additionally, 100% of respondents acknowledge the need for increased community participation in tourism activities. The mentoring program provided has been perceived as beneficial, although some respondents feel its impact has not been fully maximized. This study recommends that community service activities focus on improving the division of roles, enhancing communication, and strengthening managerial and tourism marketing capacity to optimize the impact on the community.

K-콘텐츠를 활용한 지역관광 활성화 방안 : 춘천 사례를 중심으로

By focusing on the case of Chuncheon, this study explores the local governments' strategies to revitalize local tourism by utilizing K-contents. The study examines Chuncheon’s geographical characteristics, natural resources, cultural resources, and industrial assets within the broader context of K-contents which also includes local content. In-depth interviews with experts and focus group interviews with consumers were conducted. The analysis utilized the 'Local Content-Based Tourism Industry Competitiveness Evaluation Model' which focuses on four key elements: cultural tourism content resources, K-content-based tourism market, strategy and business implementation system, and supporting environment (i.e., infrastructure). The results revealed that while Chuncheon possesses diverse natural and cultural resources, there is a need for improvement in linking and utilizing these assets. The study highlights the necessity of developing and promoting contents that align with current tourism trends and the preferences of the MZ generation. Additionally, it calls for an enhancement of infrastructure, such as accommodation and transportation, to better connect major tourist spots within the city. To foster the cultural and tourism content industry, the study also emphasizes the urgent need to establish governance to systematically support development efforts. The research proposes a five-theme strategy to revitalize tourism in Chuncheon: regional characteristics, culture and festivals, filming location spots, leisure sports, and food. This approach provides practical implications by offering a comprehensive perspective on the current situation, challenges, and revitalization measures for Chuncheon tourism.

EXPLORING THE INFLUENCE OF SOCIAL MEDIA FIGURES ON DESTINATION IMAGE AND PURCHASE INTENTIONS IN THE TOURISM SECTOR

The rise of social media has revolutionized tourism marketing, making influencers and social media figures key players in shaping travelers' perceptions of destinations. Platforms such as Instagram, YouTube, and TikTok have enabled influencers to act as digital ambassadors, promoting travel locations through curated, visually appealing content. This paper explores the influence of social media figures on shaping destination image and purchase intentions in the tourism sector, drawing on case studies from Iceland, Japan, Switzerland, and Qatar. It also examines the potential for Uzbekistan to enhance its tourism image through influencer marketing, offering insights from successful international strategies.

Analysis of the Current State and Prospects for the Development of the Tourism Services Market in China

Aim. The purpose of the study is to analyze the current state of the Chinese tourism services market and the prospects for its development in the context of the public policy of the PRC.Tasks. Research objectives: perform a cluster analysis of entrepreneurial activity in the field of tourism, construct a diagram of the distribution of travel agencies by clusters; comply with the current state of the tourism services market in terms of key metrics; study government support measures for the industry; determine the prospects for the development of the tourism services market of the PRC and Russian-Chinese cooperation in the context of the implementation of the new “double circulation” strategy.Methods. Methodological basis and research methods: systematic approach, logical analysis, synthesis, cluster and regression analysis, content analysis of open sources.Results. The results obtained: the supply-side model of China’s modern tourism landscape includes three clusters; The specificity of China’s domestic tourism market is the holiday tourism segment; a new driver of economic growth is domestic tourism, the preferences of domestic tourists reflect a wide range of interests; the system of state support for tourism includes direct and indirect methods that adapt to changes in the external and internal environment.Conclusions. With a high probability, the prospects for cooperation between the PRC and the Russian Federation are assessed quite highly; favorable factors in the development of Russian-Chinese cooperation are the opening of new “windows of opportunity” after the COVID-19 pandemic, as well as the restriction of outbound tourist flows to unfriendly countries and changes in the vector towards the BRICS countries, SCO, and EAEU.

Generative artificial intelligence: a proactive and creative tool to achieve hyper-segmentation and hyper-personalization in the tourism industry

Purpose The purpose of this paper is to explore how GenAI can help companies achieve a higher level of hyper-segmentation and hyper-personalization in the tourism industry, as well as show the importance of this disruptive tool for tourism marketing. Design/methodology/approach This paper used the Web of Science and Google Scholar databases to provide updated studies and expert authors to explore GenAI in the tourism industry. Analysing hyper-segmentation and hyper-personalization modalities through GenAI and their new challenges for tourists, tourism cities and companies. Findings Findings reveal that GenAI technology exponentially improves consumers’ segmentation and personalization of products and services, allowing tourism cities and organizations to create tailored content in real-time. That is why the concept of hyper-segmentation is substantially focused on the customer (understood as a segment of one) and his or her preferences, needs, personal motivations and purchase antecedents, and it encourages companies to design tailored products and services with a high level of individual scalability and performance called hyper-personalization, never before seen in the tourism industry. Indeed, contextualizing the experience through GenAI is an important way to enhance personalization. Originality/value This paper also contributes to enhancing and bootstrapping the literature on GenAI in the tourism industry because it is a new field of study, and its functional operability is in an incubation stage. Moreover, this viewpoint can facilitate researchers and companies to successfully integrate GenAI into different tourism and travel activities without expecting utopian results. Recently, there have been no studies that tackle hyper-segmentation and hyper-personalization methodologies through GenAI in the tourism industry.

Food tourism as a driver of economic and cultural development in Nueva Ecija, Philippines

This study explores culinary tourism in Nueva Ecija, focusing on visitor perspectives and identifying unique culinary gems that make the province an attractive destination for foodies. It used quantitative research design to understand tourists' preferences, motivations, and challenges in food tourism in Nueva Ecija. It aims to promote culinary delicacies and enrich the province's culinary offerings. The study reveals that 54% of respondents aged 18-22 are employed with an average monthly income of 5,000-10,000 pesos. Most are college graduates and know local food in Nueva Ecija through social media. Most have visited Gabaldon, Cabanatuan City, Laur, Muñoz, and Bongabon, using public vehicles and staying for at least one day. Puno's Ice Cream & Sherbet is the top ice cream provider in Nueva Ecija, while Tokneneng/Kwek-kwek, a street food with hard-boiled quail eggs and flour, is the most popular. The study found that Nueva Ecija offers a wide variety of local food establishments, with delicious and tasty options, and a satisfied rating for cost, sanitation, and safety. The data indicates that demographic factors like age, sex, and income do not significantly influence the motivation to visit Nueva Ecija's tourist destination. The data indicates that demographic factors such as age, sex, and income do not significantly influence the gastronomy tourist market experience. The study surveyed local and foreign tourists, providing insights into the state of food tourism in Nueva Ecija. Most tourists were interested in food-related activities, recognizing its importance in travel experiences. Locals played a crucial role in assessing this potential.

Tourism Marketing Strategy to Increase Tourist Attraction in Islamic Perspective

Tourism Marketing Strategy to Increase Tourist Attraction in Islamic Perspective

From mass marketing to personalized digital marketing in tourism: a 2050 horizon paper

Purpose The academic background of tourism marketing dates back to the 1960s. There had been a slight increase in its capacity until the early 1990s. However, since then, it has boomed, reaching thousands of scientific journal articles and tens of scientific books published only in English each year. Therefore, this study aims to present how tourism marketing has progressed academically within the past 60 years over four waves and how this progress may move forward as the next wave. Design/methodology/approach A bibliometric analysis grounds this study, which characterizes the past and present of tourism marketing research and anticipates the future. Content analysis, such as word clouds and social network analysis, was adopted to identify topic clusters and their connections. A total of 9,239 articles published between 1969 and 2024 were extracted from Scopus. Software packages such as VOSviewer were used to determine connections within topics. Findings The authors have assessed the findings broadly. Four waves were from the late 1960s to the first quarter of 2000. In spite of the limited size of papers at the early stage, the last wave saw a boom and a diversified number and category of subjects studied. In each wave, new subjects were added to broaden the picture. Research limitations/implications The discussion of findings is based only on those scientific papers published in English since 1969 but excludes the whole list of textbooks. Subsequent research should also consider all papers and textbooks released in different languages to have the broadest picture assessment worldwide. Practical implications The study conveys various suggestions for industry practitioners and policymakers to focus on carefully assessing trends in marketing tourism services and how these may be shaped shortly. This may help practitioners and policymakers redesign their services and marketing strategies in light of future developments. Originality/value This study continues a recent study published by Kozak (2023) that has been elaborated, particularly from the industry perspective. The current study examines the academic profile of all subjects investigated in the case of tourism marketing, but mainly in an academic sense. Accordingly, this paper outlines the facts and trends researchers may follow throughout the research frame published in the past six decades.

Research on Guizhou Tourism Marketing Strategy Based on Text Mining and Social Media

With the intensification of market competition and the diversification of consumer demands, how to effectively develop and optimise marketing strategies has become the key to enhancing competitiveness and attractiveness. This paper first introduces the background and theoretical foundation of the application of text mining technology in the tourism industry and explains its importance in analysing large-scale user reviews and social media data. Then, it reveals the challenges and opportunities in the current market environment through empirical analyses of social media data related to tourism in Guizhou. Combining the methods of text classification, topic modelling and sentiment analysis, the in-depth study mines the tourists' perception and evaluation of Guizhou tourism and their influencing factors. Finally, targeted marketing recommendations are proposed, aiming to optimise the marketing strategy of Guizhou tourism and enhance its brand image and market competitiveness.

Research on Jiangxi Cultural Wisdom Tourism Industry Strategy Based on OHDSI General Data Model and Digital Art Empowerment

With the rapid development and wide application of a new round of information technologies, such as the global Internet of Things, the new generation of mobile Internet, cloud computing, etc., informatization has opened a new stage of smart tourism (ST), and ST has become the main trend of tourism development in China at present and for a long time to come. Tourism industry has become one of the important pillar industries in Jiangxi, and it plays an increasingly prominent role in stimulating and supporting economic and social development. Wisdom tourism is an important means to improve tourism service, tourism management and tourism marketing, and an important starting point to promote the upgrading of tourism industry in Jiangxi Province, and to achieve carry-over and leapfrog development and overtaking at corners. This paper is constantly improving and updating on the basis of data warehouse integration mechanism. Under the data warehouse mechanism, through the effective integration of spatial data, virtual reality data and dynamic data, a comprehensive data warehouse oriented to tourism promotion, scenic spot management and department management is formed. It aims to promote the rapid implementation of ST, bring tourists a comfortable tourism experience, save costs and improve efficiency for tourism service providers.

The Price of Prosperity: Annexation, Architecture, and the Late Modernist Development Frenzy in Hawai`i

ABSTRACT Shortly after the former U.S. Territory became the fiftieth state in 1959, the firm of Minoru Yamasaki and Associates (MYA) won a competition to design a new housing project in downtown Honolulu. Queen Emma Gardens, as it came to be known, was an attempt by the Detroit-based firm to assimilate U.S.-based late modernism to a tropical climate. Yamasaki, an avid golfer, enjoyed Hawaiian vacations and pursued commissions on O`ahu, chief among them apartment buildings and an office tower, along with unbuilt proposals for hotels and shopping centres. These opportunities came as a direct result of a westward movement among mainland U.S. citizens, the architect’s Japanese heritage, and a newfound obsession with the island chain, but such developments added to significant pressures facing local housing market, raising issues of race, identity, and the displacement of the urban poor in favor of sleek modernist housing deemed “appropriate” by city officials and funded by federal initiatives. The MYA-designed Hawaiian projects illustrate how one design firm’s formal and technical ambitions change over time, largely in response to shifting desires of clients, an evolving construction industry, and a growing tourist market, all of which come together in the development of a post-war itinerant architecture.

Applications of Artificial Intelligence and Machine Learning in Tourism Marketing Research

Purpose of the study: This study aims to investigate the applications of artificial intelligence and machine learning in tourism marketing research. Methodology: The importance and advantages of using artificial intelligence or machine learning in tourism marketing have been investigated. A literature review has been conducted in this field. Main Findings: As a result of this research, it has been found that using artificial intelligence or machine learning in tourism marketing will be more effective in learning customers' feelings and thoughts about businesses, more useful in making predictions about the future, and ultimately productive in customer satisfaction, which is considered the dedication point of modern marketing. Future studies can address the readiness and competencies of marketing managers employed in the tourism sector in the face of this development. In addition, researching current and potential customers in terms of user acceptance can guide businesses in tourism marketing, which can be considered as important findings of this study. Applications of the study: It is known and seen that artificial intelligence, machine learning and service robots are applied in many tourism companies today. Novelty/Originality of the study: Artificial intelligence and machine learning are making rapid progress in their use in every sector today. The innovations and benefits provided by the new and constantly developing use of artificial intelligence and machine learning for tourism marketing have been investigated.

How Artificial Intelligence (AI) Is Powering New Tourism Marketing and the Future Agenda for Smart Tourist Destinations

Artificial intelligence (AI) is a disruptive technology that is being used by smart tourist destinations (STDs) to develop new business models and marketing services to increase tourists’ experiences and sales, revenue, productivity, and efficiency and STDs. However, the adoption of AI applications and platforms requires a high economic budget for STDs that want to integrate this digital tool into their future agenda and tourism development plans, especially when they set them up for marketing plans and operational processes. This iterative technology needs regular maintenance as well, leading to recurring costs and specialised crews in advanced technologies and marketing activities. This study aims to show the impact of AI advancements on STDs’ tourism marketing to enhance the quality of services and illustrate their future agenda to improve tourists’ experiences. A comprehensive literature review on AI technology and STDs has been conducted to illustrate new tourism marketing in their future agenda. Moreover, this study presents real examples of AI technology in a tourism context to better understand the potential of this digital tool. The findings of the current study support the idea that AI is a multipurpose tool that helps manage, monitor, and analyse sales information; revenue management; minimise prediction errors; streamline operations; and develop better marketing strategies, optimising economic resources, reducing marketing costs, and responding dynamically to changing needs for tourists and residents in STDs. Furthermore, the investment in AI technologies by STDs helps enhance the quality of products and services, and attract new investments, which benefit the regional economies and population’s quality of life. This study is the first to address the use of AI to improve tourist marketing in STDs, which is its primary uniqueness. Also, this study identifies new opportunities and initiatives through AI that can be developed to help tourism marketing in STDs.

Constructing tourism market vulnerability indicator in Thailand

Constructing tourism market vulnerability indicator in Thailand

Study on the Problems and Countermeasures of Tourism Market Supervision in Ethnic Areas

Ethnic regions are increasingly capturing the attention of tourists, thanks to their unique cultural heritage and natural resources, thus becoming indispensable growth points in the tourism market. However, the rapid expansion of the tourism sector has imposed heightened demands on regulatory mechanisms. Currently, the tourism market in these regions faces a myriad of challenges, including insufficient oversight, a lack of transparency in information, and varying quality among market participants. These issues not only diminish the visitor experience but also impede the advancement of sustainable tourism development. Consequently, there is an urgent need for a comprehensive and effective regulatory strategy to standardize market order and ensure tourism quality. This study analyzes the current state and challenges of the tourism market in ethnic areas and proposes a series of targeted recommendations, including the enhancement of the regulatory framework, increased enforcement efforts, improved information transparency, and the elevation of participant quality. These strategies aim to foster the robust development of the tourism market, enhance visitor satisfaction, and achieve sustainable growth in the tourism industry of ethnic regions.