Tourism Market Research Articles

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.

MARKETING FACTORS OF COMPETITIVENESS MEDITERRANEAN MARKET OF TOURIST SERVICES

The article analyzes the system of marketing factors of the competitiveness of the Mediterranean leisure industry since the promotion of tourist services today becomes impossible without the use of modern technologies. It is noted that the digitalization of marketing communications allows for the formation of unique competitive advantages of the Mediterranean tourism industry through the use of an integrated approach to the most effective combination of classical marketing provisions and the potential of modern technologies in the competitive environment of the tourism industry. Classical marketing techniques and digital technologies offer enormous potential for maximizing tourism revenues, increasing tourism demand, improving the quality of supply and facilitating communication. The influence of marketing elements on the competitiveness of the tourism industry of the Mediterranean countries is evaluated. It has been proven that this influence is uneven and differs according to the destination and the stage of creation and provision and implementation of the tour service. This influence is observed most in the sphere of pricing in Spain and least - in the sphere of tourism product promotion in such European countries as Albania and African countries - Morocco, Algeria and Tunisia. Directions for the analysis of the competitiveness of destinations in the Mediterranean region are proposed, which can be carried out according to different criteria and through different perspectives, such as: customer expectations, tourist satisfaction and service value, tourist and destination motivations, branding, destination attractiveness, destination sustainability and destination value. It is emphasized that, in contrast to classical marketing, modified tourism marketing was formed as a mix that includes seven elements: tourism product, tourism product pricing, distribution of tourism services, tourism promotion, human potential, service provision process and customer service, and which to varying degrees provide competitive advantages of the countries of the Mediterranean basin. It is shown that the competitiveness of the Mediterranean tourism industry has a double structure. Its first element is the process of positioning tourist products on the market of leisure services, the second is the efficiency of the operational activities of tour operators. It has been confirmed that the drivers of the main changes in the market of tourist services of the Mediterranean that have occurred recently are the intensive introduction of information technologies in marketing activities, where the main trends in the development of the leisure industry have become the globalization of the tourist business and the dominance of Internet technologies in the system of promoting tourist services.

Modelling tourists’ travel intention: Role of tourism destination image, perceived value and situational involvement

Promoting travelling intention within social media is significant for stakeholders to grasp a new tourism market and cultivate a new model for development of tourism industry. This study aims to understand path of destination image affecting travelling intention, and to investigate the mediation role of perceived value, furthermore, to uncover the role of moderator of situational involvement. This paper conducts a survey on tourists visiting Guilin, collecting 435 questionnaires, and uses the structural equation modeling method to explore how the image of the tourism destination affects tourists’ willingness to travel. The research results indicate that cognitive image, emotional image, and projected image all have a significant positive impact on perceived value, perceived value as a significant mediator to bridge the relationship among the destination image and tourists’ travel intention. Furthermore, situational involvement plays a negative moderating role in the mediating effect of emotional value. This study endeavor will serve to enrich the understanding of perceived value theory, destination image theory, and tourism consumer behavior theory. It will also provide theoretical foundations and policy recommendations for guiding tourism consumer behavior, analyzing destination image perception, and destination marketing.

Exploring the Readiness of the Hospitality Industries in Sorsogon City for Halal Tourism

This study utilized a mixed method research design to evaluate the readiness of hospitality industries in Sorsogon City for halal tourism. Hotel owners, managers, and staff from 14 DOT-accredited establishments served as primary respondents. The research assessed the hospitality industry’s preparedness to cater to the growing Muslim tourist market. It examined stakeholders’ awareness of halal principles, focusing on food, amenities, and facilities. Challenges and strategies for halal tourism adoption were also explored. Findings revealed a fair level of readiness among hotel owners in providing halal food and alcohol- free environments, but a lower capacity to offer diverse halal amenities and facilities. Hotel staff demonstrated fair readiness in accommodating Muslim guests. Key challenges included infrastructure limitations, staff training needs, and operational complexities. Based on these findings, an action plan for promoting halal tourism in Sorsogon City was developed. This study contributes to fostering inclusivity and cultural diversity within the Philippine tourism industry.

The power of appeal: do good looks and talents of vloggers in tourism short videos matter online customer citizenship behavior?

ABSTRACT As the tourism industry recovers post-COVID-19, tourism short videos have emerged as a vital marketing tool. This study explores their impact on online customer citizenship behavior, providing valuable insights for marketers and destination managers to attract tourists and promote sustainable tourism. A survey method was employed, yielding 280 valid responses. Data were analyzed using SPSS Process and AMOS, with CFA for measurement validation and SEM to examine causal relationships. Consequently, by analyzing the effects of talents (emotional and informational support) and good looks (appearance charm), We found that informational and emotional support, along with vlogger appearance charm, significantly boost perceived value and online customer citizenship behavior. Perceived value mediates the relationship between these factors and customer behavior, showing that well-crafted tourism short videos can promote online civic engagement. This study enriches theoretical research on tourism marketing and offers practical insights for enhancing customer citizenship behavior through compelling video content.

Immersive Decision-Making : A Quantitative Analysis of Metaverse Applications in Tourism Marketing

This article investigates the transformative impact of metaverse-based virtualization on tourism marketing and consumer experiences. Through quantitative analysis of data collected via standardized questionnaires, we examine how virtual reality tours, 3D representations, and simulated experiences in the metaverse influence tourist decision-making processes and pre-travel engagement. Our findings reveal that metaverse applications significantly enhance tourists' ability to make informed decisions, reduce travel anxiety, and engage with personalized marketing content. The article demonstrates a positive correlation between virtual destination previews and increased consumer confidence, with 78% of respondents reporting higher satisfaction in their travel choices. Moreover, the study identifies a 35% reduction in pre-travel uncertainty among first-time visitors to unfamiliar destinations who utilized metaverse-based virtual tours. These results underscore the potential of metaverse technology to revolutionize tourism marketing strategies, offering implications for industry practitioners and paving the way for future research in digital tourism experiences.

The The Influence Of Media On Teenagers In Choosing Panjang Beach For Tourism In The Digital Era

Abstract: Social media has become essential for tourism promotion in this digital era. This research analyses the influence of social media platforms on tourism promotion in Bengkulu, using James S. Coleman's rational choice theory. This research uses a closed questionnaire given to 90 students who use social media to find a tourism destination. The analysis technique used is multiple linear regression analysis and percentage descriptive statistics. The results showed that the review of social media posts significantly influenced teenagers' interest in visiting a destination. 52.22% of respondents prefer Instagram as their travel reference, supported by reviews of tourist destinations in promotional posts. Tourism destinations that are active and creative in utilizing social media and have good reviews tend to have a higher level of interaction with potential tourists. The results of this study guide tourist destinations and tourism marketers to maximize the potential of social media in their promotion.

Navigating the Digital Landscape: Evaluating the Impacts of Digital IMC on Building and Maintaining Destination Brand Equity

In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital IMC consistency and interactivity on establishing destination brand equity, while exploring the interconnections among its various dimensions. Grounded in both empirical and theoretical frameworks, this study collected data via an online questionnaire administered to 435 users of online travel agencies, which was analyzed through Structural Equation Modelling (SEM). The results demonstrate that customer-perceived digital IMC (consistency and interactivity) exerts a significant positive influence on destination brand equity, uncovering the intricate dynamics among destination awareness, image, perceived quality, and loyalty. Notably, destination loyalty is influenced by destination awareness through destination image and perceived destination quality, with destination image having a more significant impact than perceived destination quality. This research is significant in constructing knowledge of IMC in the digital tourism marketing paradigm, shedding light on how the consistency and interactivity of online communication affect various consumer brand equity outcomes. Additionally, it provides valuable insights into digital tourism practices and sustainable development, enriching the discourse regarding how digital IMC enhances destination brand equity.

Tourism digital marketing in Indonesia: Current issues, challenges and opportunities

Purpose of the study: Marketing strategies must evolve with shifts in customer trends, behavior, and technological advancements. Academically, marketing has long been a key area of interest for scholars. This study systematically analyzes research references on tourism marketing in Indonesia. Methodology: This analysis draws on national publication data featuring tourism marketing keywords from 2014 to 2024, obtained via web scraping from the Google Scholar database. Additionally, it seeks to identify key concerns, challenges, and opportunities for digital marketing within Indonesia's tourism sector. Main Findings: This review highlights that academic journals cover diverse aspects of tourism marketing, including tourism, social sciences, communication management, and technology. Despite its limited scale, digital marketing is widely explored by scholars across fields. Bali, Bantul, Sleman, and Yogyakarta are frequently studied locations. Indonesian tourism marketing research tends to adopt qualitative approaches, yet a broad spectrum of contexts such as economics, business, communication, entrepreneurship, sociology, anthropology, and creative industries is also examined. Applications of the study: This study's scope is limited by the narrow range of Google Scholar articles. Future research can expand the literature, with key findings serving as hypotheses for further studies. Policymakers and the digital industry can use these insights for tourism product development. It also represents one of the latest ten-year reviews of digital marketing literature in Indonesia. Novelty/Originality of the study: Tourism must use effective marketing and adapt to changing market behaviors. Collaboration among stakeholders, including academics, is key to seizing opportunities and tackling future challenges.

Маркетинг туризма: инновации и тренды

The modern tourism industry is in constant motion, being influenced by various innovations and trends. Marketing has become a key element of success in this industry, allowing companies to attract more customers and remain competitive. In the rapidly changing world of tourism, it is necessary to constantly monitor the latest technologies and strategies in order to attract the attention of the target audience. Marketing in the tourism industry has undergone significant changes and evolution over the past decades. Since the time when travel companies limited themselves to offline advertising in print media and working with travel agencies, today they are actively using digital marketing strategies and technologies to attract potential customers. From classic advertising branding to data analytics and virtual reality, tourism marketing continues to evolve and adapt to the changing demands of modern travelers. The article analyzes the current trends in the development of tourism marketing: personalization of services; digitalization and use of artificial intelligence in the promotion of tourism products and communications of tourism entities; actualization of socio-ethical concepts of tourism marketing and partnership marketing; a request for tourism safety as one of the strategic directions of state regulation of tourism; a trend towards the development of creative marketing based on an innovative approach and strategy for introducing innovations to the creation and promotion of tourism services. The conclusion is made about the synergetic complementarity of the indicated trends, which make it possible to create and promote fundamentally new travel products and services on the market that are relevant to the goals and values of consumers of travel services.

How is Food Tourism Narrated on Tiktok?

This research note aims to explore the relations between food tourism and short-video platforms, specifically TikTok, to understand how destinations promote food-related tourist experiences. Based on an exploratory qualitative approach, the study examines the role of food tourism in digital destination marketing focused on 29 TikTok videos from 16 global destinations. Results reveal that while food consumption is central to the promotion of these experiences, the content also emphasizes the preservation of local heritage and traditions through culinary products, dishes, and the surrounding environment. This highlights the importance of food in tourism marketing, as well as the collaborative creation of food tourism experiences that enhance the competitiveness of destinations. The research note contributes to advance research on the relationship between food tourism and social media, and it offers insights for future studies to explore the dynamic relations between destination marketing and food tourism.

The Impact of Social Media on Wine Tourists’ Decision‐Making Intentions: An Empirical Study Using the Elaboration Likelihood Model

Social media shapes travel, particularly wine tourism. Wine travel demands wine expertise, which many Chinese lack. This research surveyed 432 wine visitors in Ningxia, a popular wine tourism destination near Helan Mountain, China, using the Elaboration Likelihood Model (ELM). Descriptive statistics assessed model construct validity, whereas Structural Equation Modeling (SEM) tested hypothetical links among theoretical components for reliability. The intervening effects of variables were examined using bootstrapping for mediation analysis. Argument quality substantially affected wine tourists with better wine knowledge's decision‐making intents, driving perceived utility. Tourists with less wine expertise were more impacted by opinion leaders, eWOM, and source credibility, which shaped their emotional decisions. This research extends the ELM model to social media and wine tourism and incorporates additional mediating elements like perceived utility and emotional attitude to bridge the gap between influencing factors and decision-making intents. The report also emphasizes the relevance of social media for wine tourism marketers, advocating strategic usage to improve results.

Access@tour by Action: A Platform for Improving Accessible Tourism Conditions

Accessible tourism has become relevant, generating significant economic and social impacts. Even though the accessible tourism market is rising and presents an excellent business opportunity, this market is largely ignored, as it is challenging to stimulate the flow of accessibility information. Accessible technologies, such as tourism information systems, can be a potential solution, increasing accessibility through communication. However, these solutions are few and tend to fail the integration of users upon development processes. This research aims to present a technological platform to improve accessibility in the tourism industry. The name of this accessible and adaptable technological solution is access@tour by action, and it was created following a user-centered design methodology. This development involved a requirement engineering process based on three crucial stakeholders in accessible tourism: educational institutions, supply agents, and demand agents. The design phase was achieved with the help of a conceptual model based on a unified modeling language. The initial prototype of the solution, created in Adobe XD, implements a wide range of informational and accessibility requirements. Some access@tour by action interfaces outline the design, content, and primary functionalities. By linking technological development, tourism, and social inclusion components, this study highlights the relevance and interdisciplinarity of processes in developing accessible information systems.

How Perceived Similarity between Travel Destinations and Hometowns Influences Consumer Experience in Online Travel Blind Boxes: The Mediating Role of the Aha Moment

The blind box market is fast-growing, from toys, baseball cards, and vibrant second-hand products to the recent growing tourism market, becoming the latest trend sweeping through China, not only in offline retailing but also online businesses and e-commerce. For young consumers, the element of mystery is a big part of the fun that not everyone can obtain the most special and desirable products. The present research aims to elucidate how travel blind boxes attract young consumers in terms of their psychological connections to travel destinations. In particular, building upon psychological distance theory, this study examines the relationship between perceived similarities between travel destinations and hometowns and the attraction of travel blind boxes. Contributing to the existing literature that mainly describes the phenomenon of the blind box craze but often fails to identify its underlying mechanisms, the present study advances our understanding of such trendy marketing practices by investigating the mediating role of the “aha moment” and the boundary conditions of electronic word-of-mouth recommendations and price sensitivity.

A Study on Travel Motivation, Attitude, and Travel Intention of the Tourists Visiting Chandragiri Hills

This research aims to explore the relationship between travel motivation, tourists’ attitudes, and travel intention, with a specific focus on Chandragiri Hills a new destination that has attracted many domestic and international tourists, since its inception in 2016. Yet the academic research of its tourism dynamics remains limited. Utilizing a descriptive survey questionnaire, data were collected from 450 tourists to analyze the construct of travel motivation, attitude towards the destination, and travel intention. The results of exploratory and confirmatory factor analyses revealed altogether 30 measurement items regarding travel motivation, attitude, and travel intention. The data were analyzed using the theory of planned behaviour. The findings of the study revealed that motivation significantly influences both tourist's attitude and their travel intention. Novelty-seeking, relaxation, and social interaction are the chief push factors contributing to positive attitudes towards the destination. The findings have meaningful implications for tourism marketing strategies, whereby such motivational factors come to the centre to develop the attractiveness of Chandragiri Hills and improve tourism management practices. The result contributes to a greater understanding of tourist behavior in emerging destinations and provides insight into how effective planning and management could work within the tourism sector.

The War Routes in the European Tourist Market During the Spanish Civil War

The War Routes in the European Tourist Market During the Spanish Civil War

Balancing economic benefits and environmental costs: Introducing carbon footprint indicators in tourist market targeting

We argue that governments’ decisions to target certain tourist markets must consider both benefits and costs. We design a composite indicator methodology to assess economic benefits, using six classic indicators of market desirability (leadership, dynamism, seasonality, length of stay, expenditure and connectivity), which we complement with two carbon footprint indicators indicative of some of the costs incurred by the planet (CO2e per tourist night and CO2e per tourist trip). We model how target market decisions should change as the weight given to carbon costs changes from zero (current scenario) to 25% and 50% in the set of indicators used to select target markets. Adding carbon data in a cost-benefit analysis makes regional and national markets much more attractive than distant markets due to their low carbon footprints, despite shorter tourist stays or lower expenditures. Our method can inform government strategies to decarbonize while maintaining a clear market focus.

Quantifying drivers of virtual reality acceptance in tourism planning using a grey system theory-based approach

PurposeThis study examines the role of Virtual Reality (VR) in tourism marketing, analyzing its psychological effects, demographic differences and factors influencing adoption. It seeks to identify and measure the main drivers and obstacles to VR acceptance, improving predictions of adoption trends in tourism planning and experiences across various demographics.Design/methodology/approachThis study employs a quantitative method, blending statistical analysis with Grey System Theory. It analyzes data from VR-experienced participants using ANOVA, regression models and dynamic grey relational analysis to produce actionable insights. Data were collected from July to September 2023 from participants experienced with VR in tourism.FindingsUser engagement, positive word-of-mouth and a desire for immersive experiences drive VR acceptance, especially among frequent travelers and tech enthusiasts. While VR can enhance trip enjoyment, its long-term impact varies. To increase VR adoption in tourism, strategies include targeting frequent travelers and online users, creating accessible and engaging content, leveraging positive feedback and partnering with influencers to develop interactive VR experiences that mitigate travel planning uncertainties and attract specific user groups.Practical implicationsThe study demonstrates how VR can expand access to tourism for those unable to travel, enhance engagement and streamline planning. By leveraging VR in marketing, providers can create immersive, targeted content, reduce uncertainties, attract tech-savvy travelers and boost appeal through influencer partnerships.Originality/valueThis study pioneers the integration of Grey System Theory with traditional statistical methods to elucidate the dynamics of VR adoption in tourism. By uniquely combining ANOVA, regression models and dynamic grey relational analysis, it offers a precise model to interpret complex data, highlighting the nuanced effects of demographic factors on technology acceptance. This approach not only advances the analytical frameworks in tourism marketing but also provides critical insights into the demographic and psychological drivers of VR adoption.

Collectivism-Based Travel Culture as the Antecedents of Travel FOMO And Intention to Travel Responsibly

As collectivists, Indonesians tend to travel with friends and family. The destination is usually inspired by social media content which then will increase fear-of-missing-out anxiety (FOMO) for traveling because it generates travel intention. A previous study claimed that collectivist culture has a strong correlation with FOMO behavior. This research analyzes the role of collectivism-based travel culture as the antecedent of travel FOMO on Indonesian domestic tourists. High travel intention may lead to high profits for tourism businesses, but the sustainability of the natural habitat of the natural tourism destinations is no less important. Tourists must also increase their intention to travel responsibly when visiting natural destinations to protect nature. This study employed an empirical quantitative research method with 340 sample data of Indonesian domestic tourists. The analysis of statistical data analysis is provided from PLS-SEM. This research is limited to collectivist behavioral observation of Indonesian domestic tourists to natural tourism destinations. Future studies can be conducted on different cultural dimensions and tourism market segmentation. The analysis showed that the collectivism-based travel culture of Indonesian tourists had positive influences on both travel FOMO and intention to travel responsibly individually, but will bring damage if combined.

Key Determinants of Visitor Satisfaction and Post- Visit Intentions at a Museum in the Kruger National Park, South Africa

Museums preserve and present valued historical artifacts, information, and displays to an information-hungry tourism market. As such, they play a crucial role in the tourism industry, serving as pertinent leisure attractions in many destinations. It is therefore important for management to identify the key determinants that lead to tourist satisfaction and to tourists’ intention to return in future. This knowledge could assist management in making the informed strategic decisions for sustaining such attractions. Very little research has been conducted on this aspect in terms of museums in South Africa, leaving numerous unanswered questions about tourists’ experiences, the perceived quality of sites and tourists’ satisfaction with sites, which ultimately impact their intention to return. A quantitative survey was conducted at the Stevenson-Hamilton Knowledge Resource Centre and Museum (Skukuza Museum) in the Kruger National Park, where a total of 164 responses were obtained. Eight hypotheses were formulated and tested by utilizing Spearman’s correlation, investigating visitor expectations, experience, perceived quality, satisfaction, pleasure, confirmation and visitor intent. The results confirm the hypothesis that when tourists’ expectations are met, they experience a positive service experience and perceive the high quality. When tourists derive pleasure and satisfaction from the visit, they usually commit to a follow-up visit. The results of this study provide a basis for museum management, public sector visitor attractions, employees and academia to further develop these museums as successful visitor attractions.