Tourism Campaigns Research Articles

Tourism and Normalization—The Case of Abraham Accords

ABSTRACT The study aims to explore the implementation of the Israeli-Arab normalization with focus on the role of tourism. It discusses the connection between tourism and Israel's relations with Morocco, Bahrain, and the UAE since the signing of the Abraham Accords arguing that tourism positively influenced the development of normalization. Using the theories of tourism diplomacy and cultural diplomacy, the results show that (1) governments use tourism as a political mechanism to promote relations; (2) the Moroccan case showed that an emotional tourism campaign is used to promote tourism; (3) the UAE's case shows that its unique version of moderate Islam has strengthened local conditions to create a more welcoming environment for Israeli tourists; (4) the analysis demonstrates the importance of tourism in the context of Israel-Arab relations. This carries important policy implications according to which tourism can play a major tool to improve Israels relations with Arab countries.

Environmental or Personal Benefit? The Role of Message Appeal and Information Type in Destination Social Media Advertisements

Destinations are increasingly focusing on sustainability awareness through tourism campaigns, but effective communication remains challenging. This research, rooted in consumption value theory, delves into the influence of message appeal (environmental vs. personal benefit) and information type (objective vs. subjective) on tourists’ behavioral intentions through two online experiments. Study 1 demonstrates the positive impact of environmental benefit message appeals on behavioral intentions toward destinations, both directly and indirectly, by enhancing destination brand quality and perceived green value. Study 2 validates these findings and extends the analysis to include click-through behavior as a proxy for real behavior. Our research emphasizes the importance of environmental benefits alongside objective information in destinations’ sustainability messages within social media advertisements. This approach serves to bolster destination brand quality, perceived green value, and ultimately, positive behavioral intentions.

Tourism and Israel–Arab Normalization Processes: The Case of Israel, Morocco, and the UAE

The Iran factor and the USA’s role as a mediator are cited as notable factors contributing to the Israel–Arab rapprochement that led to the signing of the Abraham Accords in September 2020. These explanations mainly help understand the factors contributing toward the normalization and suggest that economic incentives and tourism are significant factors in sustaining the normalization in the cases of Israel–Morocco and Israel–UAE. By using the theory of tourism diplomacy, the article shows that since the Abraham Accords, tourism has been used by the governments of Israel, Morocco, and the UAE to maintain positive relations; an emotional tourism campaign through pilgrimages and saint veneration is used to promote tourism flow, especially in the case of Morocco; and tourism played a significant role in stabilizing Israel’s relations with the UAE and Morocco. This carries important policy implications for the future normalization process that tourism can play a major political tool used by Israel and Arab countries to maintain positive relations.

Post-Pandemic Trends in the Hospitality Industry

Purpose: The general objective of this study was to explore post-pandemic trends in the hospitality trends. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings reveal that there exists a contextual and methodological gap relating to the post-pandemic trends in the hospitality trends. Preliminary empirical review revealed that the COVID-19 pandemic brought significant, lasting changes, with technology playing a crucial role in recovery through the adoption of contactless services. The shift towards domestic tourism and staycations provided a boost, supported by targeted local tourism campaigns. Sustainability emerged as a vital trend, with eco-friendly practices leading to higher occupancy rates and guest satisfaction. Flexibility in booking and cancellation policies restored traveler confidence, with adaptable and transparent communication being key to maintaining customer trust and loyalty. Unique Contribution to Theory, Practice and Policy: The Diffusion of Innovations Theory, Resource- Based View (RBV) and Expectancy Theory may be used to anchor future studies on post-pandemic trends in the hospitality trends. The study recommended several key areas for advancement. It emphasized the need for further research on the long-term impacts of technological innovations, suggesting that theories like the Diffusion of Innovations Theory be expanded to incorporate the effects of global crises. Practically, it advised sustained investment in digital infrastructure and training for staff to maximize the benefits of contactless technologies. Policy recommendations included government support for technological adoption, promotion of domestic tourism, and the prioritization of sustainability through green practices and supportive policies. Additionally, the study underscored the importance of maintaining flexible booking and cancellation policies to enhance traveler confidence and loyalty Keywords: Post-Pandemic Trends, Hospitality Industry, Technological Innovations, Contactless Technologies, Digital Infrastructure

THE USE OF DIGITAL TECHNOLOGIES AND SOCIAL NETWORKS IN ECOTOURISM MARKETING

Ecotourism is the main product of the tourism industry in Kazakhstan, but its competitiveness in the global market is still low. However, it occupies an important place in the country's tourism sector and represents a key element for its development. This article highlights the topic of eco-tourism in Kazakhstan and the challenges it faces in the global market. Special attention is paid to the use of digital technologies and social networks in the field of ecotourism promotion. The paper analyzes the impact of the Internet and social media on the growth of ecotourism. In addition, the results of research containing information useful for potential tourists are presented, as well as promising directions for the development of ecotourism in Kazakhstan and methods of informing potential visitors about available opportunities are considered. The article also analyzes current trends and opportunities in the field of ecotourism marketing. Examples of tourism campaigns, nature parks, and nature reserves that use social networks and new IT technologies to attract the attention of ecotourists are given.

Tracing emotional responses to nature-based tourism commercials and tagging individual sequences

ABSTRACT Most tourism campaigns rely heavily on emotional appeals. Therefore, it is crucial to understand which video sequences elicit certain emotions to determine whether they are consistent with the targeted marketing objectives. In this study, we employ facial expression analysis to trace the emotional responses of participants watching a tourism destination commercial. Since previous studies did not process raw data on a moment-to-moment basis, and thus could not assess individual scenes, the present study highlights the importance of linking emotional responses with specific sequences of the ad, and most importantly, the composition of elements like structure, content, music, and images of nature-based tourism commercials. The presented methodology provides insights that help destination management organisations to adjust the content of commercials promoting nature-based tourism to achieve the desired emotional reactions with their marketing campaigns.

ФІНАНСОВА І НЕФІНАНСОВА ЗВІТНІСТЬ ГАЛУЗІ ТУРИЗМУ УКРАЇНИ – НА ШЛЯХУ ДО ЄС

The aim of the research was the theoretical justification and improvement of the disclosure of financial and non-financial information of the subjects of tourism activity on the way to the harmonization of the legislation of Ukraine with the legislation of the EU. Tourist activities in Ukraine are carried out by: tourist operators and agents, as well as other business entities that are legal entities or may be persons – entrepreneurs. The determination of the type of business entity depending on the organizational and legal form and certain criteria according to the Law of Ukraine "On accounting and financial reporting in Ukraine" is the basis of the choice of simplified or full financial reporting and the right to a simplified system of taxation and accounting. Sole proprietorships who are on the simplified or general taxation system, employed in tourism, submit only tax reporting to the relevant authorities. Travel agents and operators registered as legal entities, which are micro or small undertakings, independently determine the feasibility of drawing up financial statements and decide which set to submit: simplified or full financial statements. The authors made a comparison of financial statements according to NR(S)A and EU Directives. The EU directive significantly simplifies financial reporting for micro undertakings. Ukrainian legislation requires more detailed information about the assets, liabilities and capital of a small business. However, the EU Directive recommends much more detailed data on the income and expenses of such enterprises in the profit and loss statement and separately in the notes. Large undertakings in the tourism industry publish financial statements according to International Financial Reporting Standards on their web page or website. In addition, large undertakings disclose financial and non-financial information about the business in the management statement. This is the first non-financial report that has become mandatory for Ukrainian large and medium-sized undertakings. The article discusses the disclosure of non-financial information in statements in accordance with the new EU Corporate Sustainability Reporting Directive, and the determination of the stages of introducing sustainable development reporting during 2024–2028. We believe that the presentation of data on social responsibility and sustainable development by tourism campaigns will have a positive effect on their investment attractiveness.

Implementation of Digital Campaign in Ranca Upas for Sustainable Tourism

The concept of a sustainable tourism campaign has the content of environmental awareness activities that are made in such a way as to attract tourists as well as content to promote the sustainability of a tourist destination. With today's lifestyle that cannot be separated from technology, the campaign concept involves a lot of digital media to contribute to the wider community. One of the tourism sites that has the potential to develop sustainable tourism is Ranca Upas. The purpose of this study is to find out the application of digital campaigns and their benefits for sustainable tourism in Ranca Upas. This study utilizes qualitative analysis by using the construction of basic dimensions from previous researchers regarding digital campaigns and sustainable tourism. The results of the study show that the implementation of digital campaigns in Ranca Upas has not been maximized, but tourists' awareness of the benefits and existence of digital campaigns in Ranca Upas and its sustainable tourism program has a very good view. The implication of the research is expected to increase the effectiveness of the digital campaign structure in Ranca Upas which is expected to have an impact on tourists' awareness of the organized digital campaign and the importance of sustainable tourism.

La rellevància i la creativitat en la traducció de material turístic multimèdia

The notions of relevance and creativity are two key textual resources when promotional material is translated and, in particular, in the context of tourism. In the first case, relevance as a pragmatic principle helps ensure texts travel through different lands and audiences, posing challenges to translators, or language-and-culture experts, who use their expertise to opt for some content material or for format changes. Likewise, creativity is a highly demanded skill, given the nature of the process of (trans)creating advertising texts, especially audiovisual and multimedia ones, and considering the persuasive dimension of the process that takes place for these texts to cross cultural frontiers.
 In the paper these two principles will be theoretically presented, making special reference to promotional translation and international marketing, and a few real cases from international tourism campaigns will be analysed in order to draw some conclusions about the impact of these two principles for a better production of relevant and creative promotional texts in the field of tourism.

Halal Tourism Campaign: Does It Demolish Conventional? A New Touristic Segment on the Island of Lombok

A new segment, halal tourism, has been widely acknowledged and economically constitutes a spirit for societies' well-being improvement. The continuously growing Muslim population worldwide generates optimism that halal tourism is projected to be intensely consumed as it targets Muslims and non-Muslim travelers. This research then highlights how the halal tourism campaign impacts the existence of the conventional tourism industry on the island of Lombok. Phenomenology is a type of research formulated to answer research questions as it describes a phenomenon occurring at the research location. Processed data were systematically sourced from the first party in the form of structured interviews and participant observations involving hotel managers, government officials, tourism actors, academics, and related figures who fully understand the practice of halal tourism. Secondary sources (library research, document review) are analyzed in favor of the information sought. The study's results revealed that halal tourism practices are an added value to existing segments and can be adopted by non-Muslim tourism entrepreneurs. Halal tourism does not threaten conventional tourism, but its existence adds value to old products. Some challenges in response to halal tourism practice are discussed in this paper.

현실과 인공지능의 만남: 인간과 가상 인플루언서가 Z세대 여행객들의 책임 관광 캠페인 참여 의도에 미치는 영향

현실과 인공지능의 만남: 인간과 가상 인플루언서가 Z세대 여행객들의 책임 관광 캠페인 참여 의도에 미치는 영향

Hey, let’s go local! How does persuasion knowledge from domestic tourism campaign promotes travel demand?

Hey, let’s go local! How does persuasion knowledge from domestic tourism campaign promotes travel demand?

Generation Z's COVID-19 risk perception and socially responsible behaviors influencing intentions to participate in the tourism stimulus campaign

PurposeThis study leverages an integrated framework that uses the theory of planned behavior (TPB), risk perception and sustainable behavior to investigate the COVID-19 risk perception of a potentially powerful consumer group – generation Z – on decisions to participate in the domestic tourism stimulus campaign and their willingness to practice socially responsible behaviors.Design/methodology/approachSelf-administered questionnaires were used to collect data. The study adopts partial least squares-structural equation modelling (PLS-SEM) to examine the data with the final sample of 422 generation Z in Thailand.FindingsThe COVID-19 perceived risk positively affects attitudes, perceived behavioral control and the intention to join domestic tourism campaign, affecting the desire to engage in sustainable behaviors when traveling. Attitude and perceived behavioral control mediated risk perception and the decision to join the campaign. Unlike other studies, generation Z is conscious of the situation but is not risk-averse to travel.Practical implicationsThe study offers recommendations (and domestic tourism campaign's features) for government agencies and tourism partitioners, especially developing tourism destinations, to effectively launch domestic tourism campaigns to target generation Z during and after post-pandemic crises.Originality/valueThis study contributes to our limited understanding of generation Z's travel behaviors. It contributes to the extended use of TPB, risk perception and socially responsible conduct of such a specific generation. It is one of the first studies integrating the COVID-19 risk perception of generation Z and their intention to utilize the stimulus campaign.

‘Heart of Incredible India’: Promoting Madhya Pradesh as a Destination Brand

The case study explores Madhya Pradesh Tourism’s promotional strategy aimed at attracting domestic tourists. The major challenge was to come up with a unique selling proposition for a destination that lacked the allure of popular tourist hotspots like Goa and Kerala in India. Madhya Pradesh Tourism faced the obstacle of not having a distinctive feature. This case study demonstrates how Madhya Pradesh Tourism successfully positioned itself as a family entertainment as a proposition to boost tourism. It serves as an excellent example for analysing the development process of a state’s tourism campaign and highlights the hurdles of strategic communication in different stages of the campaign. Additionally, it offers a reference point and context for communication objectives in a competitive tourism industry.

Analysis Of The Filipino Brand Of Customer Service In The Accommodation Sector

In recent times, accommodation and hospitality industry is one of the fastest growing sectors because of significant tourism campaigns, government efforts, and development of economy. This industry requires manpower who are proactive and compassionate to their guests. Filipinos manifested such qualities which made the country as the supplier of manpower to other countries. The purpose of this study was to determine the Filipino brands that represent the hospitality manpower and explore the actions that demonstrate these qualities. Thirty-two (32) participants were purposively sampled, 16 as front desk officers in hotels Zamboanga City and 16 as general customers. Findings indicated that there were major characters that Filipino workers in accommodation industry demonstrated. Some of the character include dedication, Filipino warmth, friendly, tactful, and articulate. The natural disposition of Filipinos to be happy and friendly plays a significant role in customer service interactions, making customers feel welcomed and valued. Filipino brand of customer service in the accommodation industry is built on a foundation of hospitality, positive attitudes, and a genuine desire to ensure customer satisfaction. These characteristics, along with the training and proactive management of human resources, contribute to the growth and success of the accommodation industry in the Philippines, attracting more tourists and foreign business travelers to the country.

Gauging indirect stakeholder sentiment towards orphanage tourism on Twitter

ABSTRACT This study examined 106,979 tweets posted by 34,370 unique users from 2010 to 2019 to understand the sentiment of those indirectly involved in orphanage tourism and its change over time. The result from this study indicated that despite recent critiques of orphanage tourism, the conversations on orphanage volunteering were still largely positive. The persistence of positive sentiment toward orphanage tourism was due to fleeting critiques, the low rate of new critics joining the discourse, and the limited engagement of the existing users. The findings implied that there is a need for further anti-orphanage tourism campaigns and active recruitment of orphanage tourism critiques. The current study contributed to the limited literature on orphanage tourism by utilizing social media to extract valuable information about the perceptions of not only the directly involved stakeholders but also those indirectly involved.

Gay and Straight Men Prefer Masculine-Presenting Gay Men for a High-Status Role: Evidence From an Ecologically Valid Experiment

There is increased acceptance of gay men in most Western societies. Nevertheless, evidence suggests that feminine-presenting gay men are still disadvantaged compared to gay men who present in a more traditionally masculine way. Though gay men themselves may be complicit in perpetuating this bias, studies that demonstrate this possibility are scant. Whereas most studies on perceptions of feminine-presenting gay men have manipulated gender nonconformity via written descriptions, research suggests that behavioural cues such as voice and body-language can mitigate or exacerbate prejudice toward a stereotyped individual. In the current study, audio-visual stimuli were created to investigate how masculine versus feminine behaviour would impact status endowment from other gay and heterosexual men. In total, 256 men (Mage = 42.73, SD = 14.48: half gay; half heterosexual) cast, from a selection of six video-taped candidates, one gay man to play a lead role in a purported ad for a tourism campaign. In the videos, the actors delivered a script related to the tourism campaign in a manner where their voice and body-language was manipulated to come across as either masculine or feminine-presenting. Findings indicated that gay and heterosexual participants showed a significant preference for the masculine videoclips. For heterosexual men, the preference for masculine-presenting actors was predicted by greater anti-gay sentiment, whereas internalised anti-gay prejudice did not predict a preference for masculine-presentation among gay men. Implications of the findings for discourse and education on intraminority prejudice and suggestions for future research are offered.

Carrying Capacity of Farm Tourism Sites: Basis for Ilocos Norte’s Sustainable Development Plan

Since the launching of Paoay Kumakaway tourism campaign in 2010, Ilocos Norte has experienced mass tourism and has challenged the province’s tourism carrying capacity. This has positively impacted the local economy but feared to have a detrimental effect to the environment when not properly managed. The study therefore aims to determine the current tourism carrying capacity of local farm tourism site. The study specifically looks to evaluate the top farm tourism sites like the REFMAD Dragon Fruit Farm in Burgos and Strawberry, Bugnay Farm in Adams. Aside from descriptive statistical tools, the tourism carrying capacity was computed using the Boullon's Carrying Capacity Mathematical Model. Purposive sampling was used and sample size was computed with a 5% margin of error based on the tourist/visitor arrival derived from the tourist destination. This study suggests the allowable number of visitors as this will not limit the attraction or a place from getting tourists. Results show that the Bugnay farm in Adams can accommodate 1,359 person per day for individual visit or 309 person per day for group visit of 6 members on average. The strawberry farm can accommodate 41,148 person per day for individual visit or 9,057 visitor par day for a group visit of 6 members on average. The REFMAD dragonfruit meanwhile can accommodate a total of 1,592 person per day for individual visit or 407 people for a group visit of 6 members on average. This number has not yet reached the maximum numbers that the facilities can accommodate. Since the farms in Adams and Burgos, are still not extensively promoted as a tourism destination, some management strategies can be applied. This is to increase the carrying capacity and come up with community development that does not compromise the environment, economy and culture and make the visitors visit more comfortable.

Proposal of tourist contents for the design of a mobile application in the city of Guayaquil

Tourism is a social phenomenon that consists of the voluntary and temporary displacement of individuals or groups of people, mainly for recreation, rest, culture or health, who move from their usual place of residence to another place where they do not engage in any lucrative or remunerated activity, generating multiple interrelations of social, economic and cultural importance. Thanks to the tourism campaigns that have been promoted by the national government, Ecuador is known as a biodiverse country, with a variety of natural and cultural tourist attractions that attract the attention of visitors, being located on the equator, has favored us to have several regions, which are: Littoral or Coast, Andes or Highlands, Amazon and Galapagos. The city of Guayaquil, considered the economic capital of the country, is located in the Littoral Region, it is the main port of the country; it offers a variety of activities and tourist sites to enjoy the place, among which we can find recreation and leisure sites such as the Simon Bolivar Malecon; it has hosted various fairs, congresses and national and international events, such as the International Orchid Congress, International Book Fair, among others.

CHALLENGES OF TOURISM CAMPAIGNS IN THE NEW NORMAL ERA: ANALYSIS ON INDONESIAN GOVERNMENT'S SOCIAL MEDIA

The COVID-19 pandemic has had a severe impact on the tourism industry sector. The government is trying to revive the Indonesian tourism sector by issuing a new normal policy.Therefore, this study aims to determine how Twitter is used as a tourism campaign tool by the Indonesian government in the new normal era of the COVID-19 pandemic. This study uses a descriptive qualitative approach to explain the tourism campaign in the new normal era of the COVID-10 pandemic by the Indonesian government through Twitter social media. This study uses the NVIVO 12 Plus analysis technique with chart features, word frequency, and cluster analysis. The source of this research data is the Twitter account of the Ministry of tourism and creative economy and the charm of Indonesia. The findings in this study are the Twitter content of the Ministry of tourism and creative economy and the charm of Indonesia in campaigning for Indonesian tourism is about tourist facilities, tourist events, tourist destinations, and health protocol. The narrative of the Twitter account of the Ministry of Tourism and Creative Economy and Indonesian charm is related to invitations to travel to Indonesia, the beauty of tourism, and Indonesian tourist destinations. Actors involved in the Indonesian tourism campaign are Minister Sandiaga Salahudin Uno and Deputy Minister Angela Tanoesoedibjo, and President Joko Widodo. The two Twitter accounts have a balanced intensity in campaigning for Indonesian tourism from July 2020 to June 2021.