Tourism Destination Marketing Research Articles

SUSTAINABILITY OF THE GASTRONOMIC SERVICE FOR THE POSITIONING OF THE TOURIST DESTINATION IN BAHÍA DE CARÁQUEZ: ECUADOR

Objective: Evaluate the gastronomic services offered by restaurants in the area to define the level of impact it has on the perception of national and international consumers. Theoretical Framework: Preliminary studies demonstrate that the consumer behavior evaluation model for the marketing of tourist destinations from its methodological context is presumed to model consumer behavior from an ex-ante assessment, the design of change actions and an ex-post reevaluation. ; contributes to achieving changes and allows obtaining better economic and commercial results in the tourist destination proposed by Lemoine; Hernández et al., (2021). Method: The methodology was structured in three stages that from its conception facilitated a study in accordance with the quantitative research demands. Through the inductive method, certain behavior of the gastronomic activity was observed, denoting representative statistics to develop efficient management and business decision making. Results and Discussion: In the evaluation, it was determined to classify the gastronomic services into three categories where two restaurants represented 54% of the best evaluated in category A, three represented 28% that placed it in category B and 9 that represent 18% that belong to category “C” and are considered regular. Research Implications: The investigation shows that digital platforms such as Tripadvisor contribute to decision making and define effective strategies to achieve business objectives. Originality/Value: Fisher Matrix adapted to the research object made it easier to observe the deficiencies of the gastronomic activity with the purpose of using as a strategy the modeling of the behavior of the consumer who frequents the destination.

Business tourism: a bibliometric visualization review (1994–2023)

Purpose The advent of the postpandemic era has brought renewed attention to the development of business tourism. However, the existing research on business tourism is fragmented, and there are gaps in the current understanding of the subject. This study aims to identify the intellectual structures, current hotspots and research directions in the business tourism field from 1994 to 2023. Design/methodology/approach A bibliometric visual analysis using VOSviewer was conducted to assimilate the available knowledge from 136 business tourism-related articles collected in the WoS Core Collection database between 1994 and 2023. Findings The results indicate that the number of business tourism-related research fluctuates, but the overall trend is gradually increasing. It synthesizes four main research themes, which are tourist behavior, destination marketing, information technology and work-family interferences of business travelers. Originality/value To the best of the authors’ knowledge, this study is among the first to systematically review business tourism publications over the past 29 years. It assists scholars in gaining a more comprehensive understanding of business tourism research and informs future research directions.

Marketing Strategy for Tourism Destination by Social Media Instagram in Dinas Pariwisata Kota Tangerang Selatan

This research analyzes the tourism destination marketing strategy by Instagram social media in Dinas Pariwisata South Tangerang City. The urgency lies in the increasing influence of social media in promoting tourist destinations This study used descriptive qualitative method. The research was conducted at the South Tangerang City tourism office and six tourist destinations, using interviews, questionnaires, observations, and literature searches. The method applied is descriptive qualitative with the SOSTAC approach assisted by SWOT analysis. The research results show that the strategy is considered good, but the lack of content uploads and interaction with followers reduces its effectiveness. This strategy aims to introduce South Tangerang City as an attractive destination on Instagram. It is hoped that the results of this study will provide insights for tourism marketing practitioners to enhance destination promotion strategies through social media.

Film Tourism, Creative Process and Territorial Entrepreneurship

Recognition of the potential of film tourism was manifested by deepening knowledge of this market, given the cultural and tourist dynamics developed, but also through the creation of new tourism products specific to this sector. Film tourism, that is, the tourist activity associated with cinema and television, has been of increasing interest for the promotion of territories. In contemporary times, the interconnections between tourism, space, and media have generated interest, recognizing the occurrence of a distinct type of behaviour, activity, and tourist experience associated with this tourist segment that, through creativity, is manifested in academic entrepreneurship. The parameters of film tourism are multidimensional, generating territorial impacts, but also opportunities and challenges associated with the management and marketing of tourist destinations. Film tourism must be looked at, not only from a demand perspective but also from a supply perspective. This is because cinematographic tourism developed from opportunities generated by cinema understood in this study as an agent that induces travel to cultural and tourist destinations. In this study, carried out geographically in the centre of Portugal, the aim is to present a case study related to cinematographic tourism through the mapping of filming and scenarios where film scenes were recorded in heritage resources, in their relationship with the enhancement of cultural and tourist experience. The main objectives of this study include an approach to film tourism as a factor of entrepreneurship in the territory and verifying the importance of film scenarios in heritage resources as factors of attractiveness and cultural and tourist enjoyment. To achieve both objectives, a quantitative analysis was carried out on residents of a territory where film scenes were recorded. The conclusions identify that the recording of filmic scenes encourages interest in heritage and cultural spaces, with a greater dynamization of these spaces for tourist appropriation and, in turn, the incentive to the creative process and territorial entrepreneurship.

Segmentation based on attitude: a cultural tourist dichotomy

ABSTRACT A segmented approach is more effective in cultural tourism destination marketing. This article segments cultural tourists based on attitude and analyses their differences. The study sample consists of 200 tourists visiting Goa. Factor analysis for dimension reduction and further cluster analysis using factor scores were performed to create the segments, and a T-test was used to analyse segmental differences. A two-cluster solution was formed using the factor scores. The attitude towards cultural tourism was shown to vary significantly amongst clusters. Both segments were culturally conscious, but only one was found to be culturally sensitive. The culturally sensitive segment must be promoted at culturally and environmentally sensitive destinations to help protect heritage sites and contribute to restoring cultural tourism attractions.

PENGARUH ELECTRONIC WORD OF MOUTH (EWOM) DAN ATRIBUT PRODUK WISATA TERHADAP KEPUTUSAN BERKUNJUNG GENERASI Z DI KABUPATEN BADUNG

The aim of this research is to identify electronic word of mouth (eWOM) and tourism product attributes on the decision to visit generation z in Badung Regency. Data collection in this research was carried out using observation techniques, interviews, questionnaires and literature study. The data analysis technique used is qualitative descriptive analysis and multiple linear regression analysis. It is hoped that this research can answer assumptions regarding the shift in tourist interest in several tourist attractions in Badung Regency so that it can provide an understanding regarding the form of development and marketing of tourist destinations in the future. The results of this research are the independent variables consisting of the Electronic word of mouth (eWOM) variable (XI), and tourism product attributes (X2), has a significant effect both partially and simultaneously on the dependent variable, namely the decision variable to visit (Y) generation z in Badung Regency with a coefficient of determination of 72.3%.

KOMUNIKASI PEMASARAN PARIWISATA DI DESA PAJAR BULAN KABUPATEN MUARA ENIM

Tourism is an economic sector that is growing very rapidly and dynamically. Indonesia has a widespread tourism potential. Muara Enim is an area that is rich in tourism potential, some of which has been managed as a tourist destination. In developing this tourist destination, integrated tourism marketing communications is needed which is supported by strong destination branding so that it is able to compete with tourist destinations in other areas. This community service activity aims to increase understanding of tourism marketing communications with the target audience of Karang Taruna members in Pajar Bulan Village, Semende Darat Laut District, Muara Enim Regency, South Sumatra. This activity first begins with a pre-test to measure participants' knowledge before receiving the material, followed by a presentation of material regarding the basics of tourism marketing communication using lecture methods, question and answer session, and ends with a post-test to measure participants' understanding after receiving the material. This service activity succeeded in increasing public understanding of tourism marketing communications. This is evidenced by the increase in the average post-test result of 76,8 from the average score during the pre-test of 55,6. Statistical analysis using the Wilcoxon test shows the Sig value. (2-tailed) 0.000 < 0.05 which means the alternative hypothesis (Ha) is proven. This result has proven that there is a significant difference between the average pre-test score and the average post-test score. This shows that tourism marketing communication training has a significant influence on increasing participants' understanding of important aspects in tourism destination marketing. It can be concluded that over all the implementation of tourism marketing communication training in Pajar Bulan Village has been successful because there has been an increase in understanding.

The influence of social impact and community attribute toward tourist trust formation on social commerce in the aftermath of the COVID-19 pandemic: A case study of a tourist village in Indonesia

Purpose – This research proposed a theoretical framework based on social impact, and community attributes theories to identify factors that influence the formation of trust among tourists towards Social Commerce (SC) utilized by a tourist village in Indonesia, particularly in the aftermath of COVID-19. In detail, this study focused on tourist village marketing through SC which emphasizes trust formation on destination readiness to welcome visitors, leading to the intention to revisit the village in the aftermath of the COVID-19 pandemic. Methodology/Design/Approach – 258 responses were obtained from Indonesian SC users interested in visiting tourist villages in Indonesia to evaluate the proposed model. The collected data were processed using confirmatory factor analysis followed by the Structural Equation Modeling (SEM) technique to analyze the direct, indirect and moderating effects of trust predictors. Findings – The results showed that endorsement by other members had the most significant positive effect on trust, followed by Quality-assured shared information and Online Bridging. In contrast to the proposed hypothesis, responsiveness had a negative impact. Although parasocial interaction and followers’ comments were rejected, the indirect effect suggests that both factors influence trust through quality-assured shared information as a mediator. Overall, the result suggests that the quality of interaction and information in SC can reduce users’ concern about the consequences of COVID-19 in a destination and thus increase users’ trust in the willingness of places to host tourists. Originality of the research – This study provides a comprehensive approach that incorporates social and community aspects that influence tourists’ trust in Social Commerce marketing of tourist destinations after the COVID-19 pandemic. As this approach has not been studied in depth before, this study contributes to filling this gap, followed by a comprehensive analysis that includes direct, indirect and moderating effects.

Evaluation of domestic and foreign tourism destination marketing

Evaluation of domestic and foreign tourism destination marketing

Virtual Reality in Destination Marketing: The Why, the Who and the When

Virtual Reality in Destination Marketing: The Why, The Who and The When. Virtual reality (VR) is one of the fastest growing areas in information and communication technologies. Starting with the 1990s, the technology has also been successfully employed in tourism. Among other purposes, VR is used in tourism to provide a more effective marketing of a destination than classical means such as (paper) brochures. While the literature on the use of VR in destination marketing has been steadily growing, it is still scarce and fragmented. The main objective of this study is to better understand how could VR be used to improve the marketing of tourism destinations. To gather data for this study an experiment was used: participants were invited to take an online virtual tour of a very popular landmark in Paris, and then fill out a questionnaire in order to share their experience. The data from the 89 questionnaires collected were then processed using SPSS. The results have shown that almost all of our respondents were satisfied with their VR experience. Moreover, the VR experiment has improved the users’ image of and satisfaction with the destination. This, in turn, has positively influenced their intention to visit or re-visit the destination and to recommend it to others. The study also found that some socio-demographic groups (female, older than 25 years) may be more suitable targets for destination marketing using VR than others. Finally, we learned that, although the use of VR is effective for destination marketing both before and after tourists visit the site, the technology may be more useful in improving the image of the destination when applied before the physical visit. Keywords: virtual reality, virtual tourism, destination marketing, destination image, user satisfaction.

PENGARUH e-WOM TERHADAP DESTINATION IMAGE DAN ATTITUDE TERHADAP TRAVEL INTENTION DI NUSA PENIDA BALI, INDONESIA

This study aims to identify theoretical arguments and hypotheses also analyzing interrelationship between influence of e-WOM, destination image, and attitude towards tourists’ travel intention at Nusa Penida, Bali, Indonesia. With a total of 229 online respondents participated in this study. Primary data were obtained from an online survey using Google Form with likert scale. Author evaluated data using SPSS 27.0 to assess the validity and reliability test, also used AMOS 26.0 Graphic to analyze the Structural Equation Model (SEM) and examine the hypothesis result. The results of the analysis confirm that e-WOM is affecting destination image but not significant, also affecting tourists’ attitude and travel intention significantly. However, the destination image had a negative affect towards travel intention significantly and tourists’ attitude affected travel intention significantly. The results of this research will contribute to the fields of tourism destination marketing, e- commerce, tourist destination branding, and e-tourism. This study assists tourism organizations in the development and implementation of destination marketing strategies in Indonesia.

The object of my desire! Exploring the antecedents of long-haul travel intentions in an era of uncertainty

ABSTRACT In an increasingly uncertain global tourism environment characterised by health, safety and security, energy, economic and climate change-related pressures, there is an impetus for research into and analyses of adjustments in future travel behaviour. Taking South Africa as a long-haul destination, the study explores the conditional mediation of the relationship between country image (CI) and the long-haul travel intentions of international tourists by the interaction of intrinsic travel motives and distance desire. Data were generated from a deductive study from an online panel sample of 2021 German citizens. Two models based on country image dimensions emerged from the first data analysis stage. Both models were subjected to conditional mediation testing using PROCESS Macro's Model 58. The conditional mediation results confirmed the catalytic effect of distance desire, as it positively moderated the effect of aesthetic country image and travel motives in the mediated relationship between aesthetic CI and travel intention. The results also confirm partial conditional effects of distance desire in the normative-functional CI–travel intention nexus. The study offers tourism practitioners and destination marketing organisations novel insights into the emerging role of destination desire as an underlying mechanism in evaluative and interpretative frameworks for long-haul tourist behaviour during crisis-induced uncertainty.

Exploring the Pathways to Tourist Loyalty in Pakistani Tourism Industry: The Role of Destination Image, Service Quality, E-WOM, and Social Media

Tourism plays a pivotal role in Pakistan’s economic landscape. Understanding the drivers of tourist loyalty is paramount for sustainable growth. This study delves into the factors influencing tourist loyalty within Pakistan’s tourism sector, examining the destination image, service quality, electronic word of mouth, and tourist satisfaction. Data sourced from a tourist survey at popular Pakistani destinations unveil significant relationships and mediation effects. The results underscore that a positive destination image and superior services directly impact tourist loyalty. Furthermore, electronic word of mouth and tourist satisfaction mediate these relationships, highlighting how positive perceptions and satisfaction bolster loyalty. Social media also exerts a moderating influence on the destination image, service quality, and tourist loyalty dynamics. These findings offer crucial insights for tourism stakeholders and destination marketers to refine strategies. By enhancing its destination image, delivering exceptional services, and leveraging social media, Pakistan can both attract and retain tourists, bolstering its tourism sector’s growth and prosperity. This study contributes to the existing literature and offers practical guidance for promoting tourism in developing nations like Pakistan.

Penggunaan Media Sosial Tiktok Sebagai Referensi Wisata: Studi Kasus Pada Karyawan Indomaret di Jakarta

In the current era, social media through various information content shared plays an important role in many ways. Including the promotion and marketing of tourism destinations. Tiktok is one of the platforms that helps in disseminating a lot of information, from entertainment, shopping, to tourism. The purpose of this study is to determine the benefits of using Tiktok as a platform to find tourist references by Private Employees in Jakarta. The method used in this research is a qualitative method with a case study research type. The data collection techniques used were interview and observation techniques. Interviews were conducted with 4 informants who in this case worked as private employees at one of the minimarkets in Jakarta. The observations made were on the tourist searching activities carried out by the 4 informants above. The results of the research conducted show that content diversity and individual preferences play an important role in the selection of media platforms used to find travel references and other activities. TikTok is one of the media that is useful and can be used as a source of reference and information in the decision to travel by Private Employees in Jakarta. Apart from relying on TikTok media, some Private Employees in Jakarta also rely on other media such as YouTube. Based on this research, it can also be seen that the use of several social media, including platforms such as TikTok, has significantly supported the growth of tourist attractions in Indonesia.

ATiTHi: A Deep Learning Approach for Tourist Destination Classification using Hybrid Parametric Optimization

A picture is best way to explore the tourist destination by visual content. The content-based image classification of tourist destinations makes it possible to understand the tourism liking by providing a more satisfactory tour. It also provides an important reference for tourist destination marketing. To enhance the competitiveness of the tourism market in India, this research proposes an innovative tourist spot identification mechanism by identifying the content of significant numbers of tourist photos using convolutional neural network (CNN) approach. It overcomes the limitations of manual approaches by recognizing visual information in photos. In this study, six thousand photos from different tourist destinations of India were identified and categorized into six major categories to form a new dataset of Indian Trajectory. This research employed Transfer learning (TF) strategies which help to obtain a good performance measure with very small dataset for image classification.VGG-16, VGG-19, MobileNetV2, InceptionV3, ResNet-50 and AlexNet CNN model with pretrained weight from ImageNet dataset was used for initialization and then an adapted classifier was used to classify tourist destination images from the newly prepared dataset. Hybrid hyperparameter optimization employ to find out hyperparameter for proposed Atithi model which lead to more efficient model in classification. To analyse and compare the performance of the models, known performance indicators were selected. As compared to the AlexNet model (0.83), MobileNetV2(0.93), VGG-19(0.918), InceptionV3(0.89), ResNet-50(0.852) the VGG16 model has performed the best in terms of accuracy (0.95). These results show the effectiveness of the current model in tourist destination image classification.

Analisis Hasil Implementasi Multi-Attribute Utility Theory (MAUT) dalam Pengemasan Paket Wisata Tematik

The travel industry plays a vital role in maximizing the marketing of tourist destinations, but the process of determining tour packages must consider consumer purchasing power concerning destination ticket prices, distance and travel time, availability of accommodations and amenities services, and regulations. This study seeks to use the Multi-Attribute Utility Theory (MAUT) decision support model to tourist case studies from Ternate City to determine superior tour packages. In the meantime, the context of destinations, accommodation services, and transportation services is incorporated into the use of the MAUT decision support model. The following criteria are established based on the category of the location: entrance fee; facilities and infrastructure; local tour guides; type of activity at the destination; Security, and Hygiene. The following criteria are established based on the category of lodging services: standard room rate, property amenities, room features, room type, and services. In addition, the criteria established based on the category of transportation services are as follows: rental pricing; car type; vehicle amenities; driver experience. The findings of this study indicate that A5 tourist destinations are recommended, with a total value of 0.90, based on destination category, criteria and criteria values related to ticket prices (10), facilities and infrastructure (20), availability of local tour guides (10), diversity of activities (20), safety (20), and cleanliness (20). In addition, based on the criteria and weights related to standard room rental costs (20), property amenities (20), room features (20), room type (10), and services (30), we propose A1 with a total value of 0.85 in the accommodation services category. In the field of transportation services, we offer A2 with a total score of 0.83 based on criteria and weights relating to rental price (25), vehicle type (25), car amenities (25), and driver experience (25). Using the MAUT decision support model, it is evident that the packaging of tour bundling becomes more effective and efficient

Theoretical development of the tourist experience: a future perspective

ABSTRACT The tourist experience is a widely explored phenomenon in tourism research because of its importance to the design and provision of quality products and services and the enhancement of destination branding. Various theories and theoretical frameworks have been applied to understand tourist experiences, including the constructivist, experiential, and emotional perspectives. However, recent systematic literature reviews of the theoretical underpinnings of tourist experience research is lacking. This study aims to address this gap by conducting a contemporary systematic literature review of the progress of theoretical developments in tourist experience research. This review explores the evolution of theoretical frameworks applied in previous studies and summarizes them into four main stages: descriptive, experiential, transformative, and scope-expanding. This study is significant in identifying different dominant theories over time. It enhances our understanding of the theoretical foundations of tourist experience research and provides insights into possible theories that could guide future research. This study concludes by examining the practical implications for destination managers and policymakers in dealing with the changing patterns of tourist consumption of experiences, one of the most important issues for tourism destination marketing and development. This involves adapting strategies to meet the growing demand for personalized, authentic, and interactive experiences.

“Hui Laojia”: Children's visit experiences and geographical imagination

This study explores children's domestic visiting friends and relatives (VFR) travel experiences and their development of place meaning about their ancestral home or home village, “Laojia.” Using constructivist grounded theory, data were gathered through 19 drawings and photo-elicitation interviews with children aged 6–12. Findings revealed that “Laojia” was the central meaning of children's domestic VFR travel, built on their visit experiences and geographical imagination. Results indicated how place meaning arose from and interwove with geographical imagination in constructing “Laojia.” Children's domestic VFR travel in China represents a unique countryside journey, “Hui Laojia.” It is crucial to understand this culturally specific and geographically situated practice which integrates the ordinary and the novel. This study makes contributions to research on VFR and geographical imagination. Its findings help tourism managers and destination marketing organizations address the needs of children and families, informing government policies related to rural revitalization. Future directions are discussed.

Marketing of Tourism Destinations in the Post-Covid Era – Challenges of the New Normal

Marketing of Tourism Destinations in the Post-Covid Era – Challenges of the New Normal

Social media sites and nightlife tourism: an empirical study of tourist decision-making on nightlife entertainment consumption

PurposeThis paper aims to investigate the effect of tourists’ social media usage when planning trips on the probability of tourists consuming nightlife activities and their spending on nightlife consumption.Design/methodology/approachTwo thousand questionnaires comprising questions about social media usage, consumption of nightlife entertainment and decisions to consume nightlife activities are distributed to international visitors at the departure hall of Phuket International Airport. A series of regressions are estimated. A Heckman two-step correction model is conducted to avoid the potential of selection bias.FindingsResults show that the information available on Facebook positively links with the probability of tourists consuming nightlife activities. Furthermore, findings indicate that the usage of YouTube in tourist trip planning could statistically influence tourists to spend more on their nightlife consumption. Therefore, the results suggest that entrepreneurs could use Facebook to stimulate tourists’ nightlife consumption, while YouTube could be used to elevate tourists’ spending on nightlife consumption. The influence of these two social media sites on tourists’ decisions aids the authorities in the mitigation of the negative impacts of nightlife tourism.Originality/valueGiven the increasing role of social media in tourists’ consumption choices, to the best of the authors’ knowledge, this is the first paper to quantitatively explore the relationship between tourists’ social media usage and nightlife consumption in Thailand. The revealed relationship between the use of specific social media sites (Facebook and YouTube) and tourists’ decisions to consume and the amount spent on nightlife consumption could be used by nightlife tourism entrepreneurs and destination marketers in their marketing campaigns, yielding competitive advantages. Meanwhile, related authorities and non-profit organisations could apply this study’s findings to demarket tourists’ consumption of nightlife activities in areas affected by the negative impacts of tourists’ nightlife consumption.