Tourism Marketing Strategies Research Articles

How do Mainland Chinese tourists perceive Hong Kong in turbulence? A deep learning approach to sentiment analytics

AbstractDeep learning has garnered increasing attention in many research fields. However, prior research seldom focused on tourists' perception prediction and prescription towards tourism destinations in turbulence. This study attempts to fill the gap by investigating Mainland Chinese tourists' perception of a turbulent Hong Kong society through deep learning‐based sentiment analytics. This incorporates a convolutional neural network (CNN) model for sentiment prediction and feature frequency analysis for sentiment prescription for 52,950 Chinese travel microblogs about Hong Kong. Results show that the CNN‐based deep learning approach can obtain improved sentiment predictive performance with minimal domain knowledge and human effort. The trend of Mainland Chinese tourists' (MCTs') sentiments about Hong Kong and the unique sentiment features revealed by our approach can provide practitioners with new insights into design customised tourism marketing and development strategies. The MCTs' shared mentalities emerged from sentiment features may help to enhance our theoretical knowledge about tourists' perception in turbulent tourism markets.

Place marketing, evolutionary theories and the management of multifaceted destinations: Cartagena, Colombia, as a study case

Tourist destinations generally offer a variety of attractions that local authorities or destination management organizations (DMOs) may incorporate into their promotional activities. This diversity of available assets has different stakeholder groups having to decide what the destination actually stands for. The present study connects existing frameworks about evolutionary dynamics and place marketing and applies them to multifaceted destinations to provide fresh insights into how these can be managed. It extends the discussion by taking the city of Cartagena de Indias, Colombia, as an in-depth case study to illustrate how multiple assets as well as multiple place identities can impact the management of a given destination. The main data source consisted of semi-structured interviews which were used to explore the (typologies of) attractions that best represent the destination and how these should be promoted according to the local institutional stakeholders. The results show that being a multifaceted destination poses significant challenges to the definition of tourism marketing strategies, even if most stakeholders agree that a shift from the traditional, beach-related elements towards more (intangible) cultural resources is necessary. The paper concludes by drawing some theoretical implications as well as practical recommendations for multiple asset destinations.

Determinant Factors Influencing Thai Tourists’ Intentions to Use Social Media for Travel Planning

Currently, information technology plays an important role in the tourism industry. Tourists like to use social media more widely for their travel planning, which affects the high competition between entrepreneurs while facing the challenge of improving the quality of data services provided through social media. This study developed a model of the relationships between structure factors that affect intentions to use social media for travel planning. The said model integrates the technology acceptance model (TAM) theory, the theory of planned behavior (TPB), and trust and satisfaction factors. In reference to a survey of 1333 samples from domestic tourists who used social media through their smartphone, it was found that satisfaction, attitudes, subjective norms, and perception can be used to control behavior, with a positively direct effect on intentions of use. In addition, we examined the indirect effect on intentions of use. Perceived ease of use, perceived usefulness, and subjective norms had a positively significant indirect effect on intentions of use. These research results allow tourism entrepreneurs to precisely understand the stimulating factors of tourists’ intentions to use social media for travel-planning decisions, which will help lead to the development of tourism-marketing strategies and the support of sustainable competition.

Market Segmentation in Urban Tourism: Exploring the Influence of Personal Factors on Tourists' Perception

A statistical analysis based on a tripartite theoretical model of tourist attraction was conducted in this work to examine the influence of personal factors on tourists’ perception of the attractions that determine a city's attractiveness. Using the responses of a sample of 510 international tourists, a random sample of 171 was selected, from which parametric and non-parametric tests were carried out: Levene’s test, Kruskal-Wallis test and Mann-Whitney test. The results show that, from a statistical point of view, there are statistically significant relationships between tourist perception and personal factors. This reveals that the same tourist attractions can be perceived and evaluated differently according to gender, age, motivation, and region of origin. Thus, there is a significant influence of internal factors on the tourists’ perception. Tourism perception is therefore not static but fluctuating. Consequently, it is imperative for decision-makers to segment the tourism market to satisfy tourists, meet their expectations, and enhance the attractiveness of a destination. The main results of this research are related to the contrasting perceptions of the same tourist attraction by different groups of tourists. An exploration that has so far not been carried out in previous research, in the context of urban tourism. Thus, tourism managers should take this variation into account when planning a tourism marketing and communication strategy. Research proves that targeted and focused tourist development can increase the tourist attractiveness of a city, the level of which depends crucially on perception. Finally, a presentation of four models that categorize and prioritize tourist attractions according to preferences by age, gender, motivation, and original destination is presented. These models are put forward as a referential, decision-support framework that clarifies the nuanced preferences of different tourist groups. The theoretical and marketing implications are also discussed for further research and development of tourism destination management.

Halal Food Tourism: Perceptions of Relevance and Viability for South African Destinations

The main aim of this study was to explore the attitudes and perceptions of stakeholders with regard to the viability of halal food tourism in Durban, KwaZulu-Natal. Other cities within South Africa and internationally have embraced this concept and have embarked on halal tourism initiatives. Through purposive sampling 25 in-depth interviews with restaurateurs and South African Muslim tourists were conducted. Findings reflect that stakeholders believe that Durban does have the capacity to incorporate halal food tourism into their existing tourism marketing strategies. In addition, this research presents additional findings on the concept of halal food tourism and discusses the contribution that this type of tourism can make to Durban Tourism. The study recommends a large scale quantitative study to understand the extent of the contribution halaal food tourism can make to the economy of the city’s tourism sector.

Unveiling Madeira’s destination image and representations through Virtual Museum of Tourism (MUVITUR)®

Abstract This article intends to demonstrate the importance of the existence of an aggregating platform for digital content, as is the case of MUVITUR – Virtual Museum of Tourism, for the research in tourism and also to assess its potential. Aiming to track the history of Madeira’s destination image, this paper also searches to contribute to the study of the ‘Atlantic Pearl’ distinctive features for promotional purposes throughout seventy years. For this purpose, the authors did an integrated search aiming to find and study the retrieved results of promotional visual materials edited during the twentieth century, focusing on Madeira Island, as an example of the potentialities of the Muvitur database. With this research, we can conclude that tourism marketing strategies seem to have succeeded to consolidate Madeira’s destination image focused on its distinctiveness. Digital objects gathered in such searchable thematic databases, with a diversity of content providers, can play a crucial role in the history of tourism and leisure, allowing us, at the same time, to know how Madeira represented the destination for promotional aims.

Analisis Faktor yang Mempengaruhi Behavior Intention (Studi pada Wisatawan di Objek Wisata Puthuk Setumbu Borobudur)

Behavior intention is a key indicator that shows the success of tourism marketing strategies. The study is aimed to explain the effect of tourist experiences, satisfaction, trust, and behavior intention. Research location in the destination of Puthuk Setumbu, Borobudur. The research sample is the tourists who have visited Puthuk Setumbu Borobudur once, in Kurahan, Karangrejo Village, Borobudur District, Magelang Regency. The sample is the first time tourists because the research variable used is the intention to repurchase behavior. Data collected through a questionnaire. A total of 119 questionnaires were returned and data were analyzed using SEM AMOS. This research uses a relationship marketing approach. The results showed that there was a direct influence between tourist experience, satisfaction, trust and behavior intention.

Sustainable Tourism Marketing

In this article, we introduce the themes and approaches covered in this special issue on Sustainable Tourism Marketing. Its objective has been to analyze the main contributions made as a result of research related to sustainable tourism-marketing management and current trends in this field. This issue has gathered articles about the marketing of destinations and the marketing and communication management of companies and tourism organizations from a sustainable tourism perspective. This editorial piece provides a useful introduction to the relationship between tourism and sustainable marketing management that can be used by researchers and practitioners to develop tourism marketing strategies from a sustainable perspective.

КЛАСТЕРНЫЙ АНАЛИЗ СТРАН СНГ ДЛЯ РАЗВИТИЯ МЕДИЦИНСКОГО ТУРИЗМА В КАЗАХСТАНЕ

Lack of highly qualified specialists or modern medical equipment, lack of financial resources, waiting in line in their own country encourages the majority of citizens to seek timely and high-quality medical care in another country. All conditions have been created in Kazakhstan to provide health care to foreign citizens. However, there are gaps in marketing strategies to promote medical tourism. The purpose of this study was to conduct a cluster analysis of the CIS countries on healthcare organization and morbidity for the subsequent determination of marketing policy to engage potential patients into medical tourism in Kazakhstan. Methods used: quantitative, qualitative and cluster analysis using Statistica v.8 software (StatSoftInc., USA). Because of unavailability of the necessary data, Uzbekistan and Turkmenistan were not included in the analysis. Since Kazakhstan is considered as a point of destination in this study, its indicators were excluded as well. The results of the study showed that within the CIS territory countries have different disease incidence rates regarding major classes of diseases, levels of healthcare organization, as well as significant differences in transport infrastructure, tourist services, information and communication technologies. This also plays an important role in shaping the marketing strategy of medical tourism. As a result of the analysis, 2 large and 4 small clusters of the CIS countries were developed. The formed clusters show similarities not only in healthcare, but also in cultural and racial characteristics. Each cluster was given a characteristic that, in current realities, can be used in targeted marketing tools. Thus, the obtained data can be used as one of the methods to eliminate major barriers slowing down the development of medical tourism, announced by the Concept for devloping medical tourism in Kazakhstan. Keywords: medical tourism; cluster analysis; export of medical services; CIS countries.

빅데이터 분석을 통한 향후 부산관광 전략에 관한 연구

Big Data Analysis is one of trendy analyzing method in hospitality industry. Although previous research have conducted their study using the big data analysis to verify diverse trends and issues in related sector, detailed analysis and understand about local tourism based on big data analysis is still not enough. Therefore, current study employed the big data analysis method to identify Busan Tourism. Specifically, this study focused on Busan Tourism in 2019 which were many international events and political issues have been hold. This study conducted a semantic network analysis by collecting key words from Naver and Daum website, and the Ucinet 6.0 program has been used to visualize data by performing semantic network analysis. Based on the analysis, the top five frequent words are ‘Delicious Restaurant’, Cultural tourism’, Logement’, Haeundae’, and ‘Tour Landmark’. According to CONCOR analysis, extracted keywords were divided into four clusters: ‘Traffic/Local’, ‘Lodging’, ‘Event’, ‘Food/Landmark’. These findings will contribute better understanding of participants of Busan in South Korea. In addition, the results of big data analyais will help to establish empirical and logical tourism marketing strategy for Busan tourism.

Examining the image of Egypt as a tourist destination as perceived by French-speaking African students

The image of the destination is a very important concept in the field of tourism management as well as in the field of destination marketing. It is important to evaluate the image perceived by tourists because this image affects their behavior and their choice of destination. A certain destination can achieve its tourism objectives if it has a favorable perceived image. Through this paper, we try to examine the image of Egypt as a tourist destination as it is perceived by French-speaking African students from SenghorUniversity in Alexandria. This study highlights the importance of the tourism of African students in Egypt and tries to help decision-makers evaluate and build the right tourism marketing strategies for African markets.

Measurement of Satisfaction in Sustainable Tourism: A Cultural Heritage Site in Spain

Sustainable tourism, in the cultural context, is a fundamental element for the economic development of some local communities. There are many factors that can influence the success of this type of tourism, but any action or strategy adopted should be closely related to the satisfaction of the tourist. This research focuses on a heritage destination of an archaeological nature, and is aimed at analyzing the profile of the cultural tourist and his/her level of satisfaction after visiting the site. Information was collected using a closed questionnaire given to tourists. An ANOVA analysis has been used to determine the relationship between sociodemographic characteristics and satisfaction, with significant results found in relation to gender and income level. This study has helped to highlight what underlies the differences in tourists’ post-visit satisfaction. These analyses have provided information that can be used in the planning of future sustainable tourism marketing strategies; thus, this study provides some recommendations on how to improve the provision of services and the management of these types of heritage elements.

الاستراتيجيات التسويقية المطبقة في القطاع السياحي الجزائري في إطار التنمية المستدامة

The objective of this study is to analyse the impact of tourism marketing strategies on the sustainable development of tourism in Algeria. For this reason, a list of questionnaires was designed and distributed on a sample that included executives from the tourism departments of the states belonging to the central region's tourism sector. The study revealed: the importance of the marketing function in the tourism sector, and its importance in promoting the country and making it a tourist destination, a better use of the media, in particular modern means, for the promotion of Algerian tourism, the development of the Algerian tourist product, especially in terms of infrastructure. And above all, to compete in the tourism market and to concentrate the State's efforts on promoting investment in the tourism sector, which will contribute to the achievement of sustainable development in its economic and economic dimensions.

Business tourism in Porto: an empirical investigation of its potentialities and development challenges

Purpose The purpose of this paper is to explore the potentialities and weaknesses of the city of Porto (Portugal) in the business tourism segment in order to ensure and develop a destination’s business tourism strategy position. Design/methodology/approach Data were collected through the participation of 28 experts living/working in Porto in a three-round Delphi exercise. Experts should identify the main straights, weaknesses and opportunities of the city for the business tourism development. Findings The main results show that the city’s potential to become landmark destination in the business tourism sector far outweighs its limitations. With measures aimed to improve the functionality of the business tourism segment and marketing strategies to increase external promotion, Porto meets the conditions to become an excellent business tourism destination. Originality/value Many studies have been conducted from the perspective of leisure tourism; few have been conducted from the perspective of the business tourism and none have been conducted from the perspective of the business tourism in the city of Porto. This research fills a gap in the literature relating to the practice of meeting industry. It represents the first attempt to elicit stakeholders opinions about important issues related to the development of business tourism in the city. The results of the study provide a more informed and systematic basis on which to develop the business tourism segment in Porto.

Strategi Komunikasi Pemasaran Wisata Baru Setigi di Gresik Jawa Timur

This article discusses how the tourism marketing communication strategy "Setigi" in Sekapuk Village, Ujungpangkah District, Gresik Regency. The purpose of this study was to determine the marketing communication strategy of Village-Owned Enterprises (Bumdes) and tourism awareness groups (Pokdarwis) "Pelangi" in tourism marketing. limestone hill "Setigi" to attract visitors. This study uses a qualitative-descriptive approach based on integrated marketing communication theory. The result of this research is the implementation of a marketing communication strategy carried out by Bumdes and Pokdarwis "Pelangi" in Sekapuk Village, Ujungpangkah District, Gresik Regency utilizing social media and collaborating with the youth community in the Gresik area, as well as collaborating with the Gresik Regency Tourism Office

Events 2.0 in the transmedia branding strategy of World Cultural Heritage Sites

The events designed and disseminated through social networks and from the perspective of transmedia storytelling are integrated into territorial marketing strategies as resources that reinforce the value of destinations. This type of events is key element in the construction of the World Heritage Sites (Unesco) brands. The new role of tourists as proactive users and the engagement generated towards the destination management organization are decisive elements for the online reputation management of territories. The monitoring of events let us evaluate the participation and interaction of tourist users in platforms 2.0. The aim of this research is to analyze the engagement (global, positive and negative) of events 2.0 integrated into the marketing strategy of the 40 World Cultural Heritage Sites in Spain on Facebook and Twitter. These social networks are the most frequently used in marketing strategies of destination marketing organizations. An exploratory study of events integrated in digital tourism marketing strategy of the World Cultural Heritage Sites is carried out through content analysis. Results show that there are substantial differences in the management of events 2.0. The different levels of interaction (reactions, sharing and comments) allow the destination marketing organizations (DMOs) to evaluate the rate of engagement. This latter parameter can be used as a reference for the efficient design of future events linked to the 2.0 promotion of cultural destinations.

The role of destination image in tourist satisfaction: the case of a heritage site

Cultural tourism is a fundamental element for the economic development of some local communities. There are many factors that can influence the success of this type of tourism, but any action or strategy implemented should be closely tied to ensuring tourist satisfaction. This research focuses on a heritage destination of an archaeological nature, and aims to analyse the destination image formation as well as the influence of this image on tourist satisfaction. The results show that the affective component is more relevant than the cognitive in the image of this destination formed by the tourist. The data were collected by means of a closed-ended questionnaire administered to tourists aged 18 and over, and were analysed using P.L.S.-S.E.M. methodology. These analyses provide useful information for the planning of future tourism marketing strategies; to that end, recommendations have been made regarding how to improve the provision of services and the management of these types of heritage sites.

ANALISIS STRATEGI PEMASARAN PARIWISATA DI DESA KETAPANG RAYA KECAMATAN KERUAK, LOMBOK TIMUR

The purpose of this study was to analyze tourism marketing strategies in Ketapang Raya Village, Keruak District, East Lombok. The type of research approach used by researchers in this study is the type of descriptive approach. While the type of research used is qualitative research. In determining the informants as sources of data in this study the authors used purposive sampling technique. The results showed that in the marketing strategy carried out by Ketapang Raya Village the marketing process was divided into several stages, starting with segmentation, targeting, positioning, marketing mix. The most effective marketing strategy is to use word of mouth promotion because visitors who have visited the tourist attraction in Ketapang Raya Village will influence their colleagues or family to visit the tourist attractions. 
 
 Keywords : Marketing Strategy, Tourism, SWOT Analysis, Marketing Mix

ICT and the Sustainability of World Heritage Sites. Analysis of Senior Citizens’ Use of Tourism Apps

Information and Communication Technologies (ICT) and applications (apps) for tourists are key tools for the sustainability of World Cultural Heritage Sites (WCHS). Their integration into tourism marketing strategies poses challenges regarding the satisfaction of the expectations of the target stakeholders, particularly senior tourists, people aged 60 and over. This paper adopts an exploratory and descriptive approach that combines qualitative techniques (focus groups), to study the use senior citizens make of ICT and tourism apps, with quantitative ones. In this sense, content analysis has been performed on a sample of tourism apps. The results reveal that ICT are essential tools for senior tourists and positively influence tourists’ final perception of the travel experience. The analysis of these mobile apps shows that they meet the expectations of senior tourists, who constitute a relevant generation for cultural tourism and are of special interest for the sustainability of WCHS. The configuration and development of these tools must be adapted to this generation, which we call Generation W.

Economic Contribution of Ecotourism, Motivations and Satisfaction: the Case of Puerto El Morro (Ecuador)

The scientific review of Natural Protected Areas as sites to perform economic activities related to tourism is recent. It is well known that ecotourism is a leading generator of business, the level of employment in certain sites depends upon it, and also helps to strengthen the household economy of vulnerable communities while preserving it. This paper presents an empirical research carried out in Puerto El Morro (Ecuador-South America). The purpose of this paper is to identify the socio-demographic profile of the visitors, their motivations and the level of satisfaction declared after the tourist experience. This analysis is based on 585 surveys collected from hikers after the visit. The results provide evidence and describe a majority of young and educated visitors who declared having obtained a university degree and a monthly income of less than US USD 1500.00. The results highlight that contact with nature and bird and dolphin watching were respectively the main push and pull motivational factors. A high level of satisfaction is reported, which generates positive actions after the visit, such as: repetition of the visit, recommendation of the place and positive word of mouth. These findings are essential for the design or adaptation of tourism marketing strategies that respond to this segment, so that this site becomes a suggestive place as a natural destination that allows expansion in economic output and leads to positive impacts on gross capital formation for sustainable development within the community.