Tourism Market Research Articles

Research on design intervention in spatial planning of traditional rural tourism: based on the perspective of tourists’ willingness to visit again

ABSTRACT Studying tourists’ revisit intention to tourism-oriented traditional villages helps understand the development trajectory of these villages and provides scientific support for their protection and renewal. This study, using LDA topic modeling, structural equation modeling (SEM), and fuzzy-set qualitative comparative analysis (fsQCA), systematically explores the key factors influencing tourists’ revisit intentions to traditional Chinese villages and the underlying mechanisms. Through in-depth analysis, the research reveals the significant impact of the overall layout, spatial form, street pattern, planar structure, local decoration, and building materials of traditional villages on tourists’ revisit intentions, while also emphasizing the importance of visitor satisfaction. Based on the data results, a series of strategies are proposed to optimize village appearance and enrich traditional decorations, aiming to promote deeper interaction between visitors and traditional villages, enhance tourists’ cultural experiences and satisfaction, and thereby effectively increase their intention to revisit tourism-oriented traditional villages. The findings provide practical recommendations for policymakers and village managers, helping them promote the sustainable development of traditional villages while preserving cultural heritage. Through scientific management and marketing strategies, traditional villages can not only enhance their competitiveness but also secure a place in the global tourism market, achieving both economic and cultural prosperity.

Promotional elements and the performance of tourism marketing of visitor attraction places with the mediating role of public relations: empirical evidence from visitors in Ethiopia

Promotional elements and the performance of tourism marketing of visitor attraction places with the mediating role of public relations: empirical evidence from visitors in Ethiopia

Farmers’ livelihood resilience and its optimisation path in world heritage sites: a Chinese case study

ABSTRACT In the context of global environmental change and tourism market volatility, the livelihood resilience in World Heritage Site (WHS) faces serious challenges. We designed a combinatorial assessment model aimed at analyzing and enhancing the household livelihood resilience in WHS. By combining barrier degree model and fuzzy set qualitative comparative analysis, we provide an identification of the key factors determining the livelihood resilience in WHS and selects Yulong River National Area in Guangxi, China, as a case site. Results suggested that (i) The livelihood resilience in WHS is generally low, with relatively high self-organization capacity, medium levels of psychological perception and buffer capacity, and the weakest learning capacity; (ii) The Livelihood Resilience Index varies according to the type of main livelihood activity of the household, which is ranked in ascending order as tourism livelihood, worker livelihood, farming livelihood, and multi-income source livelihood; (iii) On different livelihood dimensions, buffer capacity has the most significant impact among tourism livelihood and farming livelihood, while self-organization capacity plays a key role among farming livelihood and multi-income source livelihood. In addition, the size of tourism operated house, voice in rural tourism development, social connectivity and household educational inputs were the major barriers to livelihood resilience among all types of households; (iv) Through configurational analysis, we further reveal three main pathways for achieving high livelihood resilience.

Digital Value-Based Pricing Strategy in Tourism Marketing: A Systematic Literature Review Approach

This research is motivated by the importance of digital value-based pricing strategies in optimizing the competitiveness of tourism destinations in the digital era. This background highlights the need for an approach that integrates technology and a deep understanding of consumer behavior to create perceived value for tourists. The study aims to identify effective, relevant, and competitive pricing strategies in digital value-based tourism marketing. The method used is the Systematic Literature Review (SLR) with the PRISMA framework, combined with bibliometric analysis to ensure the validity and relevance of the research data. The results of the study indicate that digital value-based pricing strategies, which utilize data analytics and personalization, can increase tourists' perceived value, satisfaction, and loyalty while driving the economic sustainability of tourist destinations. The conclusion of this study confirms that digital value-based strategies are not only relevant but also able to create satisfying tourism experiences, support marketing innovation, and have the potential to become a long-term trend in the tourism industry.

Applying a time-geographical perspective to understand tourism mobilities of families with children who use wheelchairs

Individuals with disabilities encounter numerous challenges in the realm of tourism travel. Various constraints can affect their opportunities to engage in travel, influence their choice of destinations and modes of travel, and shape their overall tourism experiences. Research on tourism for individuals with disabilities has predominantly concentrated on identifying barriers to travel. This paper employs a time-geographical framework to extend beyond this focus, examining how various constraints are negotiated and the resultant outcomes for tourism trips. The study is based on interviews with Swedish parents whose children use wheelchairs. The findings indicate that these families face multiple constraints impacting their tourism opportunities and experiences, primarily related to rules, regulations, and inaccessible physical environments. Furthermore, the interviewed parents do not perceive their children’s disabilities as constraints but rather highlight the challenges of using a wheelchair in inaccessible tourism contexts. While some constraints are negotiated to facilitate tourism, not all desired tourism activities can be fully realised. Consequently, the families in this study exhibit rather routinised travel behaviour. An important finding is that families who travel with a child with a disability should be considered part of the family tourism market, rather than the disability tourism market.

Happiness perception in wine tourism destinations and its impact on tourists' satisfaction and loyalty

This study examines the mediating effect of satisfaction on the relationship between happiness and loyalty in wine tourism destinations. Using structural equation modelling, results indicate that happiness significantly influences satisfaction in wine tourism, subsequently impacting visitor loyalty. However, the direct effect of happiness on loyalty appears to be weaker, which emphasises the crucial role of satisfaction. The unique characteristics of wine tourism, which promote personalised and emotionally engaging experiences, underline its importance in the study of tourist happiness. The findings on happiness in wine destinations emphasise the need for tailored management and marketing strategies. The findings highlight the importance of satisfaction in enhancing loyalty and suggest strategies to optimise visitor experiences, improve destination competitiveness and foster long-term tourist loyalty in the highly competitive wine tourism market.

Strategi Pengembangan Kompetensi Bahasa Inggris bagi Pengelola Wisata di Teluk Tomini melalui Perkampungan Bahasa

This study aims to identify the needs and design a teaching module for improving the English language skills of tourism managers in Tomini Bay. The ability to speak English is a crucial skill for competing in the global tourism market, especially in destinations aiming for international recognition. According to the survey, most tourism managers have limited English proficiency, particularly in speaking with foreign tourists. Findings show that 70% of respondents lack confidence in communicating in English, while 85% prefer hands-on learning methods like simulation or role-play. Thus, the Language Village program is designed as a practical solution, emphasizing real-world English learning contexts. This training is expected to enhance tourism service quality, improve English proficiency among managers, and directly contribute to the local community's economic welfare. The developed teaching materials focus on enhancing professional communication skills in the tourism industry.

SMART APPROACH FOR TOURISM

Today, there are so many tourism applications such as Airbnb, Booking.com, and Expedia that allow the booking of accommodation, flights, and activities; however, these platforms often lack the personalization in user experience and seamless integration of services. Many of these focus on either lodging or travel arrangement, thus not filling the gap in holistic travel planning. Our proposed tourism app is meant to enhance user experience through the provision of a single platform that allows users to book destinations, hotels, transportation, and events all in one place with an emphasis on personalization. The app will be flexible for both individuals and families, thus catering to different travel needs. Unlike the existing apps, we shall implement an easy interface which will simplify the booking process and integrate a robust user profile management system for storage of preference and previous bookings. Additionally, our app shall include a secure payment gateway that supports various payment methods to enable fluid transaction experience. Focusing on user-centric design, personalized recommendations, and comprehensive service integration, our app will be the most attractive in the competitive tourism market and provide a more cohesive and enjoyable travel planning experience for users. KEYWORDS Integrated Travel App, Unified Booking Platform, ReactJS,Python, Google Firebase Database, Flask, Real- time data, RazorPay, User-friendly Interface, Multi- Service Integration, Secure Payment Gateway, API integration.

The role of mortality salience in tourism marketing messages during a global health crisis

The role of mortality salience in tourism marketing messages during a global health crisis

Rescaling outbound tourism motivation: new insights from tourists with mild dementia

ABSTRACT This paper explores tourism motivations for tourists with health conditions, with dementia as an example. A mixed-methods approach was adopted to develop and validate a 28-item outbound tourism motivational scale for individuals with mild dementia, including eight factors: bias-free equality quest, travel novelty-seeking, nostalgia and wellness exploration, personal competence showcase, relaxation and positivity, family bond enhancement, dementia cognitive and functional enrichment, and dementia-related behavioral and emotional symptom relief. Further investigations revealed that outbound tourism motivations among individuals with dementia significantly influence their attitudes and future intentions for such travel. Findings inform targeted tourism marketing and management strategies for vulnerable tourists.

How traditional cultural load affects tourists' purchasing intention of tourist souvenirs.

Based on the previous studies on the impact of traditional culture on tourists' purchasing intentions, this study aims to further explore the mechanism and boundary conditions regarding the traditional cultural load in tourist souvenir packaging. Through seven simulated experiments (N = 3203), the impact of different degrees of traditional cultural load on tourists' purchasing intentions has been examined, with value perception, cultural identity, and purchase purpose, advancing the research in the field of traditional culture and tourism marketing. The findings provide insights for managers in the industry of tourism and souvenir marketing for their package design.

Analysis and perspectives of glamping-tourism development within the global tourist market

Analysis and perspectives of glamping-tourism development within the global tourist market

Bibliometric Trends in Social Media and Destination Marketing: Shaping Perceptions in the Tourism Industry

This study delves into the transformative role of social media in tourism marketing, examining how these digital platforms influence traveler engagement and destination branding. Drawing from a comprehensive bibliometric analysis, the research synthesizes findings from seminal studies to explore the utilization of social media by tourism organizations and the resultant impact on traveler behavior and decision-making processes. The analysis highlights the strategic use of social media for enhancing destination attractiveness, the integration of big data to optimize marketing strategies, and the pivotal role of user-generated content in shaping destination images. The study identifies key trends, including the shift towards more personalized, interactive marketing approaches and the increasing reliance on technological innovations to drive marketing efficiency and effectiveness. These findings provide actionable insights for tourism marketers aiming to leverage social media's full potential within the dynamic digital landscape.

THE ROLE OF PT BANK ACEH'S DIGITAL TRANSFORMATION IN SUPPORTING MSMEs DRIVING HALAL TOURISM IN ACEH PROVINCE

The research aims to discuss the role of Bank Aceh's digital transformation in developing halal tourism in Aceh Province. The concept of tourism development that remains in synergy with the cultural values of the Acehnese people who are thick with Islamic values. The people of Aceh have a strong commitment to implementing Islamic law in a kaffah manner and in all activities of life. Bank Aceh's digital transformation is very important to support the development of halal tourism in Aceh Province. Bank Aceh must consider three main factors in carrying out digital transformation as a means of supporting the development of halal tourism. First, halal tourism is developed based on the values of Islamic law, national law and qanun (regional regulations). Second, the importance of halal certification in all types of services. Third, the active involvement of PT Bank Aceh in the feasibility study of capital and MSMEs assistance in managing tourist attractions, tourism marketing, tourism industry, and institutional development. These three factors need to be fully supported by integrative government and financial industry policies. This research is expected to contribute to the development of knowledge about the role of digital transformation of PT Bank Aceh in developing halal tourism in Aceh Province.

SHARING ECONOMY AND INCLUSIVE TOURISM DEVELOPMENT: A CASE STUDY ON THE WATERBERG DISTRICT IN SOUTH AFRICA

The purpose of the study was to analyse inclusive tourism development in the Global South, using a case study of Airbnb’s interventions in the Waterberg District of South Africa. Adopting a qualitative approach, the research was conducted in three phases. The first phase consisted of a focus group held with Airbnb representatives who were involved in the planning and operations of the programme. The second and third phases involved in-depth interviews with Airbnb partners and graduates of the Airbnb Academy, respectively. The findings reveal that previously excluded groups were able to become tourism producers, through the skills development programme, joining the Airbnb app, and the tangible outcomes from the interventions. The programme also widened the scope of opportunities for members who previously did not identify as part of the tourism value chain. Further, there was a notable change in the tourism landscape, now involving experiences that are more authentic and representative of the culture and lifestyle of the community. However, the tourism industry is prevalently white-owned, presenting substantial challenges for graduates of the programme to tap into the tourism market. The findings confirm that inclusive tourism is intrinsically embedded in the local context: politics, economy, and society. In this regard, the study expands and contextualises the literature on inclusive tourism development in the Global South.

SUSTAINABLE (RE)DEVELOPMENT OF TOURISM DESTINATIONS AS A PLEDGE FOR THE FUTURE – A CASE STUDY FROM THE WESTERN BALKANS

The study aims to analyse and thus obtain a comprehensive understanding of the current situation, issues, needs, and challenges related to the tourism sector in the five Western Balkans economies in the post-COVID-19 context. The survey collects and analyze information for each of the five Western Balkans economies and explores the needs and trends of the current stakeholders in the tourism sector and how sustainable tourism can be used to overcome future uncertainties. The results are further discussed from the point of Western Balkans economies and tourism destination to make their management more sustainable for the future. Western Balkans countries have the potential for sustainable tourism development, but to better position themselves in the tourist market, they need to achieve a competitive advantage. Bearing in mind the changes that occurred during and after the crisis, it is necessary to have a good plan for the re(development) of tourist destinations.

CLUSTER ANALYSIS OF RISK PERCEPTION TO IMPLEMENT TOURIST HEALTH SAFETY IN VIETNAM

Perceived risk refers to tourists' objective assessment of the negative consequences associated with travel. The COVID-19 pandemic has significantly impacted all areas of human activity, influencing personal behavior and organizational practices. In post-COVID-19, travellers' perceptions of disease risk and behaviour have evolved. This study aimed to evaluate tourists' risk perceptions while travelling, categorizing them into distinct groups to identify differences among them. The research uses a mixed-method approach with validated surveys to measure travelers' risk perceptions via Likert scales. Data was collected from representative samples at destinations. K-means clustering identifies distinct segments, with the optimal number of clusters determined using the Elbow Method. Using cluster analysis, tourists were divided into three groups: Cluster 1 (32.18%), Cluster 2 (16.56%), and Cluster 3 (51.26%). The perceived risks were ranked in descending order as safety and hygiene risks, health risks, time risks, and emergency response support concerns. The analysis highlights that tourists prioritize safety, hygiene, health risks, and time risks when considering future travel, emphasizing the need for improved safety measures and effective tourism marketing strategies to restore traveler confidence. This study offers original insights through cluster analysis, showcasing the diverse risk perceptions among different social clusters and customer segmentation.

Examining Tourists' Intention to Visit Karimunjawa National Park: The Role of Social Media

This study, conducted from September to December 2024, investigates the impact of social media marketing, destination image, destination awareness, and destination trust on visit intention to Karimunjawa National Park, a destination facing environmental sustainability challenges and increasing competition in the tourism sector. Using a quantitative research approach, the study was conducted in Jakarta, involving 241 respondents who were selected through the purposive sampling technique. Data were collected using structured online questionnaires and analyzed through exploratory and confirmatory factor analysis, as well as Structural Equation Modeling (SEM) using SPSS and AMOS software. The results indicate that social media marketing significantly influences destination image and destination awareness, which subsequently has a positive effect on destination trust. Furthermore, destination image, destination awareness, and destination trust are proven to significantly drive visiting intention to Karimunjawa National Park. The implications of these research findings can guide tourism industry practitioners and decision-makers in developing more effective marketing strategies, and this study contributes significantly to the literature on tourism marketing, particularly in the context of environmental sustainability challenges faced by destinations like Karimunjawa National Park.

EXPECTATIONS OF TRAVEL AGENCY CUSTOMERS IN POLAND REGARDING THE SERVICES OFFERED TO THEM DURING THE COVID-19 PANDEMIC

Purpose. The aim of the study is to present the expectations of travel agency customers in Poland with regard to the offered tourist product, and to conduct an analysis of changes in these expectations after the outbreak of the COVID-19 pandemic. Furthermore, the objective is to identify the conditions necessary to be met by travel entrepreneurs who want people to use their services, despite the awareness of the risks resulting from the outbreak of the pandemic.Method. The research carried out using the diagnostic survey concerned expectations towards the tourist offer during the COVID-19 pandemic. The research tool was a questionnaire consisting of 15 questions, in the form of an online survey distributed via the Facebook social networking site. The respondents were adults who had a profile on Facebook. The survey was anonymous and voluntary. In total, 300 correctly completed questionnaires were collected.Findings. In the study, it was shown that the importance of the practices commonly used on the tourism market increased under the influence of threats that were revealed during the COVID-19 pandemic. It has been proven that knowing the behaviour and requirements of potential customers makes it easier to create a tourist offer, which allows to reach a wider, more diverse group of recipients.Research and conclusion limitations. The research concerns only potential customers of travel agencies who have an account on the Facebook social networking site.Practical implications. The results may constitute a general pattern of a potential travel agency customer and his/her perception of the offer in relation to the new post-pandemic reality on the tourist market, which may suggest a way for companies to deal with a customer who is aware of the risks associated with the SARS-CoV-2 virus.Originality. A large number of analysed characteristics (18) generalised in a way that can be identifi ed in the case of most travel agencies that were confronted with each other in terms of the result before and after the outbreak of the COVID- 19 pandemic. The results are also a kind of collection of opinions of potential customers, the analysis of which is easy to read by entrepreneurs who can use it in the event of similar events in the future.Type of paper. An article presenting the results of empirical research.

The Level of Local Community Involvement in Sustainable Tourism Marketing of the World Coral Triangle in Wakatobi National Park, Indonesia

The Level of Local Community Involvement in Sustainable Tourism Marketing of the World Coral Triangle in Wakatobi National Park, Indonesia