Tourism Market Research Articles

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.

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.

EXPRESS: Feeling Grounded: Exploring the Sense of Groundedness in Cultural Tourism Driven by Live Streaming Technology

As information and communication technology advances, the on-site experience of traditional field tourism is being transformed into a virtual experience under digital tourism. The sense of groundedness occurs when tourists connect to the geography, humanity, and history of destination. Little is known about how technology, marketing, and tourism resources can be combined to enrich the authenticity of the virtual tourism experience. This study explores the main characteristics of groundedness in cultural tourism to address this research gap. It develops and validates the scale for measuring tourism experience based on live streaming technology. The findings also reveal groundedness as a driver of tourists’ willingness and behavior to participate. The study theoretically promotes the development of groundedness and the emerging research on digital cultural tourism marketing. Meanwhile, the study results provide stakeholders with an attractive and implementable tourism perceptual experience, groundedness, implying references for overall sustainable destination development.