Marketing Promotion Research Articles

Exploring Experiential Quality in Sport Tourism Events: The Case of Macau Grand Prix

Understanding tourists’ future behavior is significant for local tourism profits. This paper aims to examine the interrelationships among experiential quality, tourist satisfaction, experiential trust, sharing tourism experience on social media, and extension effect. 796 responses were collected in the 66th MGP (Macau Grand Prix) via questionnaires. The results reveal that four dimensions (physical environment quality, access quality, outcome quality, and enjoyment quality) have positive effects on experiential quality. In addition, the results also indicate the following relationships: Experiential quality has a significant effect on tourist satisfaction; experiential quality and tourist satisfaction positively influence experiential trust; tourist satisfaction and experiential trust have significant effects on behavior of sharing tourism experience on social media, and both tourist satisfaction and experiential trust positively influence extension effect. This paper identifies the dimensions of experiential quality in sport tourism events and it plays a leading role in extending literature on tourists’ behavioral intentions of sharing behavior on social media and extension effect. The findings assist practitioners to implement marketing strategies of MGP, which enhance the extension effect and the new marketing promotions through social media. They also help various stakeholders such as destination managers and travel agents to trigger and increase local tourism profits.

South Korea’s Economic Development and Trade Relations with Serbia: Trends and Perspectives

Abstract The spectacular economic development of South Korea in recent decades has continuously intrigued economists, academic community and general public. Whether such a development model be applied to other, less developed countries is one of the topics often explored in a number of studies and debates. Therefore, the principles of South Korean development model and the economic parameters of its foreign trade today, are some of the research aims of this paper. The research focuses on economic relations between South Korea and Serbia, current trends and prospects for future economic cooperation through the analysis of comparative advantage of the most prominent export products and industries, using the RCA index. The analysis shows that Serbia has a potential to further improve cooperation with South Korea in several export sectors, and coupled with investments in human resources and infrastructure, as well as the active promotion of Serbian market to South Korean companies, it may be one of the vectors of their future cooperation.

How the potential audience of museums perceives art: results of a segmentation study of aesthetic preferences

The increase, diversification and complexity of the museum audience in recent years has become the reason for the development of deeper and more targeted approaches to its study based on interdisciplinary research. The article analyzes the aesthetic preferences of the potential audience of exhibition projects according to the results of sociological segmentation based on a quantitative survey conducted in January 2020 on the mail.ru platform on the social network in VKontakte (audience coverage 73.4 million in 2020) with a sample of 1905 people. The filling of the questionnaire and data analysis were carried out by the authors using an art history approach, and the research methodology and statistical data analysis were prepared on the basis of sociological and marketing approaches. The assimilation of sociology and marketing tools by cultural institutions is interpreted by the authors optimistically, as an opportunity to oppose the negative aspects of the commercialization of art, to form a community of active supporters of cultural institutions, increase knowledge about their preferences, increase efficiency and reduce costs for promoting exhibition projects. The study also resulted in recommendations for marketing and PR promotion of exhibitions for a more accurate audience coverage and better satisfaction of the aesthetic needs of visitors. Accompanying information in the form of leaflets, audio guides, visuals should be offered in the format preferred by the largest segment of the audience. Curators can refer to research results and shape the exposition, taking them into account, but without losing professional quality. Data analysis was carried out using the methodologist of the Foreitor research company, Yu.R. Wolfson.

The business model and innovation mix in the transition of contract manufacturers in the greater China region

ABSTRACT Many contract manufacturers’ successful transition from original equipment manufacturers (OEM), original design manufacturers (ODM) to original brand manufacturers (OBM) is typical for studying latecomers’ business model transitions in emerging Asia. This study uses data from two industrial innovation surveys (2004–2006 and 2007–2010) in 14 cities located in the Greater China region to describe the innovation practices followed in different business models and the transitions. The results show that OEM latecomers undergo organizational changes in the transitions. ODM entrants have to enhance product innovation and market promotion, and OBM entrants must tailor their organizational and marketing practices. This paper concludes that the business model transition is the matter of firms making an effort to retool their innovation mix for realizing a new value proposition in a specific business model. Theoretical and managerial implications are suggested.

PENGARUH PROMOSI VIDEO MARKETING DAN KESADARAN MEREK DALAM MEMPENGARUI KEPUTUSAN PEMBELIAN KONSUMEN YAMAHA

This research aims to find out the influence of video marketing promotion and brand awareness in influencing consumer purchasing decisions of Yamaha Motor Samples used by 60 respondents who are yamaha motor consumers working in PT. Yamaha taken using purposive sampling or judgement sampling techniques. The data used is primary data in the form of the dissemination of questionnaires in 60 respondents who are as consumers in PT. Yamaha. The analysis tool uses data quality test analysis tool in the form of validity test and reliability test, Classic Assumption Test, Determination Coefficient Test (R2), multiple linear regression, simultaneous test (F test) and partial test (t test). The results showed that the X1 variable (Video Marketing) and the X2 variable (Brand Awaseness) all statements or polls were declared valid and reliable, and passed the classic assumption test and all variables were declared to have a partial or simultaneous effect on variabl Y (Purchasing Decision).

Analyzing the Coevolution of Mobile Application Diffusion and Social Network: A Multi-Agent Model.

The successful diffusion of mobile applications in user groups can establish a good image for enterprises, gain a good reputation, fight for market share, and create commercial profits. Thus, it is of great significance for the successful diffusion of mobile applications to study mobile application diffusion and social network coevolution. Firstly, combined with a social network’s dynamic change characteristics in real life, a mobile application users’ social network evolution mechanism was designed. Then, a multi-agent model of the coevolution of a social network and mobile application innovation diffusion was constructed. Finally, the impact of mobile applications’ value perception revenue, use cost, marketing promotion investment, and the number of seed users on the coevolution of social network and mobile application diffusion were analyzed. The results show that factors such as the network structure, the perceived value income, the cost of use, the marketing promotion investment, and the number of seed users have an important impact on mobile application diffusion.

Customer Relationship Management Using Data Mining Model

The paper describes marketing insights from Data Mining about new promotions to create, focus on profitability and emphasis on the most profitable promotion that could be sent. The paper shows about the development of predictive modeling, from data mining which provides insights into future customer behavior and customer profitability. Data Mining provides a blueprint and how to define and use customer profile. It shows how to acquire new customers in the most profitable way possible and retain profitable customers. Data mining is an effective method to target at risk – customers with the right marketing promotion and services to keep them loyal. The paper discusses the number of data mining techniques with references to customer retention for mobile phones (CART, Rule inductions Ann etc) with a common user interface that the tool can support, an ability to support a number of different types of analysis including classification, prediction, and association detection.

IMPLEMENTASI VALUE PROPOSITION CANVAS (VPC) SEBAGAI STRATEGI DIGITAL MARKETING PADA BATIK GIRI ALAM

Giri alam adalah nama paguyuban kelompok usaha bersama yang bergerak disektor industri batik yang sudah memiliki toko yang menjual batik tulis khas gumelem dan memproduksi kerajinan-kerajinan tangan. Proses pemasaran hanya melalui cara konvensional, yaitu berupa promosi pemasaran dari mulut ke mulut, expo-expo yang di gelar oleh kabupaten banjarnegara maupun sekitarnya dan pada Gumelem Ethnic Carnival yang di gelar setiap tahunnya untuk memperkenalkan budaya Gumelem yang di gelar pula pagelaran batik yang melibatkan batik dari giri alam. Disusul dengan kompetitor yang menjual batik khas gumelem juga sudah mengalami peningkatan pesat. Kurang beradaptasi dimasa pandemi COVID-19 ini timbul dan jelas terlihat pada web yang dimiliki batik giri alam tidak diupdate sejak terakhir di update pada bulan januari. Lalu berkaitan dengan media sosial sebagai media promosi dan lahan untuk menjual produk seperti facebook dan instagram kurang dimaksimal kan. Salah satu kendala pada pemasaran di media sosial adalah konten yang kurang menarik dan kualitas konten yang kurang. Penelitian ini menggunakan metode Value Proposition Canvas untuk evaluasi terkait proses bisnis dan menentukan keunggulan yang dimiliki oleh Giri Alam yang sudah banyak dimiliki oleh competitor lain. Konten marketing sebagai media promosi yang merujuk pada hasil evaluasi vpc. Hasil penelitian ini berupa evaluasi proses bisnis Giri Alam menggunakan vpc dan konten marketing.

Benefit segmentation of a summer destination in Uruguay: a clustering and classification approach


 Purpose
 
 This study aims to perform a benefit segmentation and then a classification of visitors that travel to the Rocha Department in Uruguay from the capital city of Montevideo during the summer months.
 
 
 
 Design/methodology/approach
 
 A convenience sample was obtained with an online survey. A total of 290 cases were usable for subsequent data analysis. The following statistical techniques were used: hierarchical cluster analysis, K-means cluster analysis, machine learning, support vector machines, random forest and logistic regression.
 
 
 
 Findings
 
 Visitors that travel to the Rocha Department from Montevideo can be classified into four distinct clusters. Clusters are labelled as “entertainment seekers”, “Rocha followers”, “relax and activities seekers” and “active tourists”. The support vector machine model achieved the best classification results.
 
 
 
 Research limitations/implications
 
 Implications for destination marketers who cater to young visitors are discussed. Destination marketers should determine an optimal level of resource allocation and destination management activities that compare both present costs and discounted potential future income of the different target markets. Surveying non-residents was not possible. Future work should sample tourists from abroad.
 
 
 
 Originality/value
 
 The combination of market segmentation of Rocha Department’s visitors from the city of Montevideo and classification of sampled individuals training various machine learning classifiers would allow Rocha’s destination marketers determine the belonging of an unsampled individual into one of the already obtained four clusters, enhancing marketing promotion for targeted offers.
 

Use of Assessment Indicators to Forecast Market Promotion of Products

During recent years the trend to tighten competitiveness has been increasing globally almost in all industries, although before then it was absent in many countries and economic sectors. This article touches upon the main issues regarding the competitiveness of enriched curd products with prebiotic substances. On the basis of a consumer survey, the calculation of advantageous indicators was performed. According to the results of the ranking of quality indicators, the following maximum values were accepted: taste and smell, form and consistency, titratable acidity, amino acid composition, and vitamin and mineral composition. A comparative analysis of consumer qualities of curd products is given. According to the results of the assessment of the quality of curd products, it can be concluded that competitive advantage belongs to a curd product enriched with cedar oil cake, lactulose syrup and whey proteins. This is followed by the curd product enriched with cedar oil cake and lactulose syrup, and then the integral indicator in the curd sample enriched with cedar oil cake. The integral indicators of curd cream and curd cheese have low values: 0.16 and 0.145, respectively. Thus, the developed curd products enriched with prebiotic substances will be in demand in the modern market of curd products.
 Keywords: competitiveness, complex quality indicator, curd products, cedar oil cake, whey protein, lactulose

Tourism and Air Quality during COVID-19 Pandemic: Lessons for the Future

The pandemic caused by coronavirus SARS-CoV-2 (associated to the disease named COVID-19) is having a global impact that affects health, the economy and the environment. These impacts are negative in most of the sectors but benefits also occurred in specific fields. Tourism was one of the most negatively affected economic sectors, and in terms of benefits, the improvement of air quality can be highlighted, with positive health implications. This paper aims to evaluate the impacts on these two particular fields—tourism and air quality—focusing on Portugal due to the relevance of tourism in the country. The research carried out in this paper enables us to find the most critical areas and identifies lessons learnt and recommendations for the post-COVID period. Tourism and air quality data were collected for both 2019 and 2020 and compared in terms of quantitative and spatial analysis. The Lisbon metropolitan area—the geographical area where the capital of the country is located—was the area that suffered the most negative impacts in terms of tourism activity but was also the one where highest benefits in terms of air pollution reduction and human exposure were felt. Recommendations for future strategies are suggested, including new concepts of tourism connected to the environment; the investment in online/virtual tourism activities; promotion of the domestic market; mitigation of the over-tourism problem and using environmental issues, such as air quality, as new attractiveness criteria for tourism destinations.

РОЛЬ ВИСТАВОК В УПРАВЛІННІ ІННОВАЦІЙНИМ РОЗВИТКОМ ПІДПРИЄМСТВ

The article provides insights into the role of exhibitions in managing innovative development of enterprises in various industries, with or without consideration of risks posed by the COVID crisis. Based on the results of previous research, the findings reveal that the process of innovation development management should involve management decisions made both on each of its structural elements separately and overall. An emphasis is put that the choice of company innovative development strategy and its market promotion strategy for products / services affect the significance and relevance of company exhibition participation as well as the need to plan the exhibition participation costs. The results of the survey of managers and executives in various sectors of the economy who participated in exhibitions during 2019-2020 demonstrate that these costs might also depend on the exhibition objectives and the formats perceived by managers within the overall plan of company innovative development management. The study discusses the major exhibition participation goals in the framework of implementing alternative strategies of enterprise innovative development along with providing evidence that exhibition participation is of the highest priority in case of implementing a novel strategy, and the lowest – in case of using a retro-innovation strategy. The case studies from the selected companies of consumer goods industries presented the goals and a brief description of the specifics of their participation in exhibitions in the process of managing their innovative development. The conclusion has verified that the exhibition participation priorities in the process of enterprise innovative development management vary significantly subject to industry affiliation and the selected strategy for innovative development as well as may result from various restrictions imposed by a pandemic, in particular. Apart from the above, the findings have identified the risks of exhibition activities during the COVID period and outlined anticipated trends of change in business decisions as to exhibition participation. It is argued that online exhibitions have proved a good alternative to traditional exhibitions activities, however they challenge the application of advanced digital technologies. The results of this study can be used to enhance enterprise innovative development management practices.

Framing responsibility (Health Coverage)

Framing responsibility (Health Coverage)

Characteristics and influencing factors of Airbnb spatial distribution in China's rapid urbanization process: A case study of Nanjing.

As in other countries, short-term rentals for tourism services are growing rapidly in China’s tourist cities, which are mainly operated through Airbnb. This paper explores whether the spatial distribution of Airbnb in China’s rapid urbanization process exhibits characteristics, paths, and drivers that are different from those of cities in other countries. Airbnb is a model for the global sharing economy, but it is increasingly influenced by other functions and facilities in cities as it grows. In this paper, the zero-expansion negative binomial regression was used to study the factors affecting the spatial distribution of Airbnb in Nanjing, China. The results showed that the spatial distribution of Airbnb listings was correlated with the distribution of cultural attractions, universities, public transport accessibility, shopping centers, and business apartments. By analyzing the driving forces of Airbnb’s development in Nanjing, this paper found that a large number of business apartments developed in cities were essential providers of Airbnb listings, and affected its spatial distribution. The gap between short-term and long-term rentals was also correlated with the distribution of Airbnb. In addition, similar to the previous literature findings, the increase in the proportion of professional hosts changes the original intention of Airbnb for sharing and communication. Our empirical results applies to the current situation of Airbnb in Chinese cities, which is conducive to the government’s more intelligent management and effective promotion of the Airbnb market. Our findings also provide positive references for urban renewal policies and public participation methods in China.

Identifying Barriers to and Facilitators of Using a Mobile Fruit and Vegetable Market Intervention Delivered to Low-Income Housing Sites: A Concept Mapping Study.

Mobile fruit and vegetable (F&V) markets may be a promising strategy to improve F&V intake among low-income and racial/ethnic minority groups. However, challenges remain in terms of maximizing the reach and utilization of such markets. Therefore, this study identifies perceived barriers to and facilitators of utilizing a mobile F&V market among residents who lived in low-income housing that received the markets. Specifically, this article reports the results of the follow-up acceptability study of the "Live Well, Viva Bien" (LWVB) intervention. We conducted concept mapping with residents in housing communities that received the Fresh to You (FTY) markets. Participants generated, sorted, and rated statements concerning barriers to and facilitators of market use. We compared the rating data by residents' level of market utilization and created a map representing how statements clustered into conceptual themes. We retained 66 unique participant-generated statements. Eight thematic clusters emerged; four pertained to barriers: financial/promotion, produce-related, scheduling/knowledge, and logistic/awareness barriers, and four related to facilitators: produce/staffing, promotion, accessibility, and multilevel market facilitators. There was a strong correlation in ratings between participants who more frequently versus less frequently shopped at the markets (r = 0.94). Participants identified financial barriers, market promotion, ease of market accessibility, produce variety and quality, and staffing as key factors influencing FTY market use. This study highlights the importance of identifying the perceived barriers to and facilitators of mobile F&V market use among target populations to inform future efforts to scale up such approaches.

Ceding to their fears: a taxonomic analysis of the heterogeneity in COVID-19 associated perceived risk and intended travel behaviour

ABSTRACT Research into the impact of the COVID-19 pandemic on tourists’ psyche represents a new and growing discourse within contemporary tourism. This study established and segmented post-COVID-19 pandemic tourists based on three psychographic factors of perceived risk. Data were generated from a self-administered online survey of 323 respondents. Exploratory factor analysis identified a triad of perceived risk factors associated with the COVID-19 pandemic. Hierarchical cluster analysis supported a three cluster solution to comprise dogmatic, sceptical and apprehensive tourists, respectively. The findings show that there are discernable and statistically significant differences across the tourist typologies concerning the influence of media profile on tourist decision-making, the perceived safety of travel and tourism activities, and tourists’ behaviour (travel intentions) after the COVID-19 pandemic. Thus, implying that psychographic profiling will be critical in market segmentation and tourists’ targeting with post-crisis communication and marketing promotion in line with their predilections. As a primer to future COVID-19-related behavioural studies, this explorative research contributes critical data driven behavioural insights to enhance the extent of the tourism literature and support tourism practitioners’ tourism marketing decision-making.

Research on bra component design and perceptual image prediction

PurposeThe purpose of this paper is to apply the theory of perceptual image to clothing, study the effect of bra components on the perceptual image of Chinese female consumers aged 18 to 27, explore the relationship between them, promote the computer-aided bra design to be more rapid and accurate and meet consumer's needs better.Design/methodology/approachIn this paper, cognitive psychology and mathematical analysis methods were used, and two experiments were conducted. A reaction time experiment was conducted based on 3D virtual bra samples, proving that bra components have an effect on the consumer's perceptual image and obtaining a revised bra component design indicator system by multi-dimensional Scaling (MDS). A projection experiment was conducted to study what kind of relationship exists between the two, and a prediction model was constructed by the quantitative I-class theory.FindingsIt is found that bra components have an effect on perceptual image of Chinese female consumers aged 18 to 27. A total of five important components (cup area, center front height, torso width, side wing width and center back shape) that affect the consumer's perceptual image were identified by MDS and references analysis, and then a bra perceptual image space composed of five pairs of words was constructed by subjective evaluation and cluster analysis. What is more, a prediction model was obtained by the quantitative I-class theory; after testing, the model can visually and effectively predict consumer's perceptual image according to bra components indicators, which provide a convenience for the positive design of bras.Research limitations/implicationsIn this article, the authors just studied bra components, but did not take fabric, color and other factors that also affect the perceptual image into consideration. Further research can use this method to study other important influential factors as well as their comprehensive impact. Also, the subjects are Chinese young women; consumers of other age or from other countries are not involved, and more extensive research can be done in the future.Practical implicationsThe bra component indicator system can help to build a more systematic and clearer bra design library, which provides convenience for designers to search and use them quickly, improving the efficiency of bra design. The prediction model is also helpful to bra designers and companies. When they already design a bra, they can use this model to predict consumer's perceptual image, thus carry out more accurate market positioning and promotion. When they want to satisfy consumers or design a specific effect, they can also refer to this model to reverse design of components. In general, the outcomes of this paper can help companies to quickly establish a computer-aided bra design system, which is conducive to designers to accurately design and better meet market's needs, and the method is also a good attempt to apply the theory of perceptual image in psychology to clothing and can be extended to other relevant fields in the future.Originality/valueBased on cognitive psychology, this paper attempts to apply the theory of perceptual image in psychology into clothing and takes bra as an example to study the relationship between bra components and consumer's perceptual image. The prediction model constructed here is conducive to the development of bra design and to meet personalized needs of consumers. This method can also be extended to other fields in the future.

Incentive regulation for electric vehicles sharing with marketing promotion and technical innovation

Electric vehicles (EVs) sharing with advantages in emission reduction and resources saving is supported by government subsidies. However, many incentive policies overlook that EVs sharing platforms have private information on technical capability and promotion effort levels. Based on incentive regulatory theory, this paper considers the industry feature of EVs sharing and establishes an incentive regulation model to study how the government can effectively incentive platforms to improve promotion effort as well as to make more technical innovation under different scenarios of information, and numerical results are presented to validate the model. The findings may bring useful references for policy makers in the process of designing incentive policy portfolios.

Evaluating the employment effect of China’s carbon emission trading policy: Based on the perspective of spatial spillover

With the gradual strengthening of environmental supervision, how to coordinate the relationship between environmental protection and full employment has become an urgent problem. This paper takes China’s carbon emission trading policy as the research subject, and evaluates the employment effect of carbon emission trading policy from the perspective of micro enterprises under the premise of considering the spatial spillover effect. This paper aims to verify and evaluate the spatial spillover effect of China’s carbon emission trading pilot policy on labor demand of enterprises, and study the effect of environmental policies on the employment market in China. Firstly, from the theoretical point of view, comparisons among the differences of the average employment effect, spillover effect and total effect coefficient of carbon trading right policy are conducted under the condition of spillover effect or not. Secondly, from the empirical perspective and relaxing the STUVA conditions, a Triple Difference Model is constructed to evaluate the impact of carbon emission trading policy on the labor demand of enterprises by using the panel data of China A-share listed companies in Shanghai and Shenzhen from 2008 to 2017. Thirdly, this paper further uses the synthetic control method to analyze the employment effect differences of carbon emission trading policies in different pilot areas of China. The results show that the carbon emission trading policy in China has an about 10 percent positive spillover effect on the neighboring provinces in pilot areas. Moreover, the results indicate that China’s carbon emission trading policy has generated some employment dividend, and the total effect is about 11.5 percent when the ratio of individual sample is considered. In addition, the impact of carbon emission trading policy on employment is gradually increasing, and the employment effect of carbon trading policies in different pilot areas of China is quite dissimilar. The findings of this paper confirm the positive employment effect of China’s carbon emission trading policy, and have important policy implications for the further promotion of the national carbon emission trading market. At the same time, it helps to clarify the relationship between environmental protection and full employment. • Verifies and evaluates the spatial spillover effect of carbon trading policy. • Constructs a Triple Difference Model for evaluating the impact of carbon trading policies on the labor demand of enterprises. • Finds about 10% positive spillover effect of the carbon emission rights trading policy in China. • Shows about 11.5% total employment effect of carbon emission trading policy when the individual sample ratio was considered.

Using Imagination to Overcome Fear: How Mental Simulation Nudges Consumers’ Purchase Intentions for Upcycled Food

Upcycled food, a new kind of food, provides an effective solution to reduce the food waste from the source on the premise of food security for human beings. However, the commercial success of upcycled food and its contribution to environmental sustainability are determined by consumers’ purchase intentions. In order to overcome consumers’ unfamiliarity with upcycled food and fear of new technology, based on the cue utility theory, we adopted scenario simulation through online questionnaires in three experiments to explore how mental simulation can improve consumers’ product evaluation and purchase intentions for upcycled food. Through ANOVA, the t-test, and the Bootstrap methods, the results showed that, compared with the control group, consumers’ product evaluation and purchase intentions for upcycled food in the mental simulation group significantly increased. Among them, consumers’ inspiration played a mediation role. The consumers’ future self-continuity could moderate the effect of mental simulation on consumers’ purchase intentions for upcycled food. The higher the consumers’ future self-continuity, the stronger the effect of mental simulation. Based on the above results, in the marketing promotion of upcycled food, promotional methods, such as slogans and posters, could be used to stimulate consumers, especially the mental simulation thinking mode of consumer groups with high future self-continuity, thus improving consumers’ purchase intentions for upcycled food.