Tourism Market Research Articles

How does ice-snow celebrity influence Chinese tourists to visit Nordic destinations? The case of TikTok

ABSTRACT The emergence of short video (e.g. TikTok) provides a new avenue for destination marketing. However, limited research exists on short ice-snow destination videos, which are significant for Nordic winter tourism marketing. Drawing on a model based on parasocial interaction theory, this study finds that ice-snow celebrity attachment positively predicts Chinese tourists’ parasocial interaction, enjoyment, and hence intention to visit Nordic destinations in winter. Considering that Chinese tourists are an important consumer group for Nordic tourism, the study contributes not only to parasocial interaction theory in the context of short videos and the presentation of ice-snow tourism experiences but also to how to improve ice-snow tourism marketing via celebrity strategies.

Serial mediation role of destination image: Will virtual reality replace the decision to visit offline destination?

This study aims to evaluate the impact of virtual reality exposure on Instagram users’ decisions to visit physical locations and their perceptions of the destination. It also analyzes the mediating role of destination image on the phygical tourism intentions of Instagram users in Indonesia. This study employs a positivist paradigm and uses an explanatory research design to conduct an online survey about virtual reality experiences and outline respondents’ opinions about the decision to visit particular destination. Next, 280 millennial generation Instagram account followers responded to an online questionnaire; the data were analyzed using structural equation modeling. The criteria for respondents are Indonesian citizens who are Instagram followers and have virtual experience. Most respondents were between the ages of 23-32 years. The research findings indicate virtual reality positively and significantly affects destination image and offline visit decisions. Destination image has a positive and significant effect on offline visit decisions. Virtual reality encounters were incapable of substituting offline visits. The virtual reality encounter affects the perception of a destination and influences the decision to visit specific location in person. Destination images partially mediate the relationship between virtual reality experience and offline visit decisions. This study enhances the understanding of consumer behavior by examining its relationship with technological advancements, particularly among millennials. This paper also offers tangible contributions to tourism marketing management for destination managers. AcknowledgmentsThis publication is partly funded by the Directorate General of Higher Education. The authors also acknowledge the financial support from the Directorate General of Higher Education through Brawijaya University.

The Influence of Golf Caddies’ Service Justice on the Word-of-Mouth and Golf Tourists’ Behavioral Intention in China

Prior studies of service justice’s influence on customer’s behavioral intention and word-of-mouth have been conducted in many fields, such as business and marketing, while the influence in golf tourism marketing needs to be examined. Therefore, the purpose of this study is to analyze the structural relationship among golf caddies’ service justice, word-of-mouth of golf resorts and behavioral intention of golf tourists in China. 417 data were collected by convenient sampling method and analyzed with SPSS and Amos, using correlation analysis, structural equation model analysis and meditation test. The findings supported (a) the positive influence of golf caddies’ service justice on golf resort’s word-of-mouth and golf tourists’ behavioral intention, (b) the positive influence of word-of-moth on behavioral intention and (c) the partial mediating effect of word-of-mouth between service justice and behavioral intention. Hence, the structural relationship above was explored and empirically proved.

Relationship between competitiveness of destinations and tourism specialization: An analysis in the digital age

<p>Currently, within the tourism market, there is a significant number of destinations that offer the same product, especially in the sun and beach market, so the search for competitiveness must be the objective that allows increasing the arrival of tourists to a destination, becoming one of the main pillars on which tourism policies are based. In this context, this paper aims is to ascertain whether there exists a causal relationship between tourism competitiveness and the influx of tourists to destinations. To achieve this, the Granger causality test is utilized, employing the econometric adaptation conducted by Dumitrescu and Hurlin, utilizing a sample of 18 Mediterranean countries spanning from 2007 to 2019. From the analysis carried out, it is highlighted that there is no causal relationship from tourism competitiveness to the number of tourists received, which is an important finding in the countries of the Mediterranean coast, since tourists do not value competitiveness in these destinations.<strong></strong></p>

Tourism marketing, ileity and the construction of a real ideality

AbstractThis study delves into the realm of island marketing, challenging prevailing assumptions held by potential mainland and urban tourists. It adopts a critical approach aimed at unraveling the motivations and expectations of these tourists in relation to island destinations, exploring the conflictual connections between the implicit beliefs in insularity and islandness. The study refutes simplistic stereotypes that often dominate insular tourism marketing, which abstractly portrays tropical islands as paradises of happiness and tranquility. The research identifies several values and benefits that significantly impact the motivation of island tourists, while recognizing the uniqueness of islands as tourist destinations. These include the allure of the sea and beaches as sources of leisure and well-being, the distinctiveness of island communities marked by authenticity and ancestral isolation, the promise of adventure in unfamiliar spaces, emotional involvement through personal spontaneity and freedom, and the opportunity to connect with preserved nature. For many small islands, tourism serves as a crucial economic resource, and their promotion centers around the idea of paradise and escape from the everyday routine—a concept referred to as “island desire” within a utopian context. The study also discusses the evolving role of communication technologies, the equivocal notion of authenticity, the significance of interculturality, and the contrasting perceptions of the sea for mainlanders and islanders. It emphasizes the need for island marketing professionals to draw from anthropological and epistemological insights to inform their creative communication strategies.

Реализация программ активного туризма как драйвер развития регионального рынка туристских услуг

Increasing interest in healthy lifestyle and active recreation is a new trend of consumer preferences. There has been a significant increase in income from the sale of active tours in Russian regions. Their popularity has increased significantly in recent years. The purpose of the study was to analyze the practice and problems of implementing active tourism programs in Orel region, and to substantiate the importance and significance of popularization and implementation of active tourism programs for the development of regional tourism market. Methods of analysis and synthesis, comparison, comparison, and review evaluation were used in the study. The article provides an overview of interpretations of the concept of active tourism given by the authors of scientific works, and its social significance and development priority are indicated in connection with the instruction of the President of the Russian Federation V.V. Putin, given to the Cabinet of Ministers: to consider a set of measures for the development of active tourism. The results of the review of organizing active tourism practice in Orel region are presented, and its types and organization system model in the region are indicated. It is proved that active tourism plays a significant role in formation of the tourist flow in the region, since the projects that attract federal funding to the region are being implemented in this area. A number of initiatives of Orel entrepreneurs received grant support from the Government of the Russian Federation. At the same time, active tourism has not received due attention so far. The main problems of the development of active tourism in Orel region are identified and outlined. The conclusion is made about the insufficient use of active tourism potential. So it is necessary to adjust and detail the Program of domestic tourism development in Orel region. Entities engaged in tourism activities in the region and organizations planning investments in tourism industry should receive a clear instruction concerning the priority of active tourism development in the region. This motivates them to focus their efforts on tourist products formation in demand in the region, expand the range of offers in the sector of active tourism, and accordingly initiates the development of regional tourism market. Development of active tourism will significantly increase competitiveness of tourist destination.

Structural relationships between workation attachment, workationer power, workation relationship quality, and workation intention

This research aims to examine the structural relationships between the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. It demonstrates that the proposed model aligns well with the collected data based on a convenience sample comprising 494 workationers in Bangkok using structural equation modeling. The analysis outcomes contribute to the tourism marketing theory by providing additional insights into the dimensions of workation attachment, workationer power, the dimensions of workation relationship quality, and workation intention. The findings from this study can aid workation managers in formulating and executing market-oriented service strategies to enhance the dimensions of workation attachment, workationer power, and the dimensions of workation relationship quality, and foster workation intention.

Modeling the determinants of tourism diversification: An empirical analysis for Australia

This paper aims to use an augmented tourism demand model to examine the determinants of tourism diversification by using the data from 46 tourism markets and seven tourism activities in Australia from 1987 to 2021. The tourism markets in Australia have been further divided into sub-regions, and each region has been analyzed. The empirical evidence shows that an increase in the average income in the source markets and infrastructure investment in Australia increases tourism diversification. At the same time, the relative price effect appears to hinder Australia's tourism market diversification. Political risk has not been shown to have a significant impact on Australia's tourism market diversification. Policy conclusions and discussions related to the empirical results are presented in the main body of the paper.

Accessible tourism: tourists with physical disability - segmentation based on perceived travel barriers

Purpose This study aims to explore the heterogeneity of the tourist market for people with a physical disability (PwPD) based on travel barriers, to serve them better, from a tourism marketing perspective. Design/methodology/approach A market segmentation analysis was conducted on a sample of 480 PwPD in Sichuan Province, China, based on their perceived travel barriers. Data were obtained through three on-site and four online surveys. A four-step factor-item mixed segmentation, including factor analysis, cluster analysis, discriminant analysis and chi-square tests, was applied to examine the differences among PwPD tourist market segments in terms of various demographic characteristics, disability conditions (e.g. duration of disabilities and causes of impairment) and travel features (e.g. travel frequency and tourist destinations). Findings This study revealed that the PwPD tourist market is heterogeneous due to individual perceived travel barriers. Three market segments were identified, namely, the Explorer Moderates group, the Explorer Minimals group and the Explorer Intensives group. Additionally, the three market segments were found to have significant differences in terms of travel barriers, demographic characteristics, travel features and disability conditions. Practical implications This research provides suggestions for authorities and private entities to optimize the layout of accessible facilities in public areas for the benefit of all. It also offers crucial implications for tourism marketers to determine the key facets of marketing, for travel organizers to evolve the organization of travel groups for PwPD, and for practitioners to provide personalized tourism services. Originality/value To the best of the authors’ knowledge, this study is the first to apply perceived travel barriers as a market segmentation criterion in understanding PwPD as a heterogeneous travel market. The findings of this study initially expand the scope of application of the travel barrier model and deepen understanding of the Chinese PwPD tourist market from a marketing perspective. The study results elucidated the heterogeneity and characteristics of this market through a four-step factor-item mixed segmentation approach, offering new insights into the behaviors and experiences of travelers with disabilities.

IMPLEMENTATION OF DIGITAL TOURISM MARKETING PROGRAMS IN THE ERA OF INDUSTRIAL 4.0 BY DEPARTMENT OF TOURISM AND CREATIVE ECONOMY IN CIREBON CITY

Tourism is a leading sector that has a positive impact on development on all fronts, both from a socio-cultural perspective, especially in terms of economic growth. At this time, the industrial revolution has reached industry 4.0. In this era, internet users in the world are increasing from year to year. As one of the sectors that plays a very important role in the economy of Cirebon City, namely the tourism sector, it is also necessary to use methods digital marketing in terms of marketing. With digital marketing, tourist attractions, culinary, cultural and everything related to tourism which has its own charm and appeal can be promoted quickly and widely with the help of the internet network. Tourism marketing carried out by the Cirebon City government has actually implemented digital marketing, but this application is only limited to social media and is still less active in marketing tourism in Cirebon City. In this research, the author used descriptive qualitative research methods. Data collection techniques were carried out by means of observation, interviews and documentation. Based on the tourism digital marketing program, it has been implemented by the Department of Tourism and Creative Economy, but because there are still several obstacles, this program cannot run optimally. This is in accordance with the results of the author's research using implementation theory from Van Meter and Van Horn, for the dimensions of policy size and objectives, characteristics of implementing agents, attitudes/dispositions of implementers, inter-organizational communication and implementing activities are considered to be good, whereas for the dimensions of resources and the economic, social and political environment are still not supportive

Virtual Reality and Augmented Reality of Tourism Research: A Review and Research Agenda

ABSTRACT This study aims to present a critical literature review on virtual reality (VR) and augmented reality (AR) in tourism and hospitality research and propose future research areas. A systematic review with bibliometric analysis using the software VOSviewer on 204 articles from 1995 to 2022 of a Scopus database. Four emerging research areas are discovered: (1) VR tourism marketing; (2) AR applications in heritage (3) VR consumption behavior after the pandemic and (4) tourist experience. Researcher collaborations occur mostly in the same institution and country. Future research directions are theoretical development, qualitative study method, cross-cultural studies and hospitality. This project extends the previous reviews by proposing a future research framework. Future research directions include role of presence between media richness & interactivity and consumer responses; VR and AR values from Chinese and United Sates customers; and how VR commercials generate a higher level of vividness and interactivity among customers. This study provides an updated version of the bibliometric visualization of VR/AR in tourism research. It shows how to capture distinct clusters on existing research areas using keywords co-occurrence, collaboration patterns using co-authorship analysis, and bibliographic coupling. New frameworks on the topic are proposed.

Unveiling the relationship between travel decision motives and destination brand equity in wedding tourism

This study investigated the travel decision motives and the decision-making factors influencing wedding tourism, and the factors that pull people to choose a specific wedding location destination. A structured online questionnaire was distributed to 101 brides and grooms that have already done or they have scheduled to experience wedding tourism. Multiple linear regression analysis was used to test the research hypotheses, and the findings revealed that perceptions of a wedding destination influence its destination brand equity. Furthermore, travel decision motives have the highest impact on the wedding destination decision-making process, followed by health and safety standards and service quality. These findings provide insight into the factors that affect the appeal of a wedding destination in the tourism market.

Pandemic and Economy: An Econometric Analysis Investigating the Impact of COVID-19 on the Global Tourism Market

With the outbreak of the COVID-19 pandemic, the global tourism market has become one of the most affected sectors of the economy. In this research, the literature on the economic effects created by COVID-19 on a global level is first studied and the measures and restrictions that governments are obliged to take in order to suppress and prevent the spread of the coronavirus are analyzed. Next, there is an attempt to empirically estimate a system of equations regarding the two channels of influence of COVID-19 on tourism, making use of cross-sectional data, and specifically for a sample of 38 countries that launched vaccination up until the end of 2020. The explained results confirm that tourism is directly affected by the spread of COVID-19, due to the effort of travelers to avoid illness, but also due to the measures taken by governments to limit it. Tourism is also indirectly affected, due to the negative impact on income. Using 3SLS, an equation was developed to calculate the direct and indirect impact of COVID-19 on tourism. Notably, the dependent variable (tourism expenditure) exhibited a positive correlation with the independent variable (GDP) and a negative correlation with the total COVID-19 cases. Consequently, it was determined that a unit increase in the COVID-19 variable led to a reduction in international tourism expenditure by USD 859,237. Finally, there is a concern, and further investigation is needed, regarding the effect of vaccination against COVID-19 on tourism, which, while it is expected to be negative, is not confirmed by the results.

Viewpoints on AR and VR in heritage tourism

In recent years, the emerging digital technologies of VR and AR have had practical applications for visitors in the tourism sector. The purpose of this study was to identify the usage of VR and AR in heritage tourism based on the experience of tourists. Twenty-two thousand user reviews about AR and VR from websites in the field of tourism were extracted by Python and analyzed with text mining techniques. The usages are classified into six main categories: Introducing the heritage, helping to recognize the heritage, encouraging the desire to visit and facilitating the possibility of visiting the heritage, the effectiveness of managing the costs of the visit, and the possibility of sensory experience. These six categories, in the form of “heritage identification” and “heritage experience,” enhance visitors' information about heritage destinations, increase the quality of the visit experience, and ultimately improve visitor satisfaction. The results of this study can inform tourism marketing and future technology integration. Therefore, this area should be paid attention to by tourism professionals, and the advantages can be harnessed to create sustainable virtual experiences.

Opportunity or destiny: how do market knowledge resources and absorptive capacities lead to competitive advantage for travel agencies?

ABSTRACT The study examines how market knowledge resources lead to competitive advantage for collaborative travel agencies (CTAs) via process innovation capabilities and value co-creation competence of CTAs. Data collection comes from key managers of travel agencies, and the partial least squares (PLS) were used for model analysis. The findings point out that market knowledge resources and absorptive capacities as two key factors that lead to the competitive advantage of CTAs; CTAs and their partners co-create value that remains relevant and in line with changing customer expectations; agile and flexible processes are essential for adapting to rapidly evolving tourism market conditions.

Analysis of the impact of the COVID-19 pandemic on the development of the international tourism market

The COVID-19 pandemic has dealt a significant blow to the international tourism market, resulting in job losses, reduced incomes, and rising unemployment. Therefore, studying the impact of the pandemic on the development of the international tourism market is relevant and important. This article focuses on analyzing the impact of the COVID-19 pandemic on the international tourism industry in the context of globalization. It highlights key aspects and trends that emerged during the crisis period and influenced the development of the tourism market. The authors specifically concentrate on the pandemic's effects on the global travel network, encompassing changes in demand, restrictions on international travel, and the industry's adaptation to new global challenges. The COVID-19 pandemic has been identified as the cause of the most significant drop in international tourism in human history. It led to a sharp decline in the number of international tourist arrivals, export earnings from tourism, and the economic contribution of tourism to the world economy. The impact of the pandemic on international tourism varied across regions, with the Asia-Pacific region being the most affected, experiencing an 84% decrease in international tourist arrivals. The authors pinpoint the main challenges facing the industry after the pandemic, such as changes in demand, restrictions on international travel, and the reorganization of tourism services and infrastructure. The study also explores possibilities for recovery and adaptation of the tourism industry to new realities post-pandemic, with particular attention given to strategies and innovations that can restore interest in international travel and enhance the competitiveness of countries in the global tourism market. It was found that the recovery of international tourism is progressing slowly. In 2022, international tourist arrivals were still 34% lower than in 2019. The study determined that the development of tourism in the post-pandemic period will be influenced by trend changes such as the prioritization of health and safety, shifts in consumer behavior, a desire for unique emotional experiences, new forms of employment, digital transformation, and the emphasis on ecotourism. Taking these trends into account will contribute to the recovery of the tourism industry and ensure its sustainable development in the future.

Spatial distribution and influencing factors of rural tourism: A case study of Henan Province

Rural tourism is a powerful way to revitalize the countryside, and its spatial pattern is crucial for sustainable development. This paper analyzes the spatial distribution of rural tourism characteristic villages in Henan Province by taking 723 villages as the research object and using the nearest neighbor index, kernel density analysis, and spatial autocorrelation. It investigates the influencing factors utilizing the optimal parameters-based geographical detector (OPGD) model. The results show that, firstly, the overall spatial distribution of the rural tourism characteristic villages in Henan Province is characterized by aggregation and unbalanced distribution, and the overall spatial distribution density demonstrates the aggregation characteristics of “four cores and one belt”. Secondly, the rural tourism characteristic villages can be divided into four primary categories, agricultural industry, rural culture, and featured villages and towns. The spatial distributions of the four main categories are all clustered. Thirdly, the primary factors affecting the differences in the spatial distribution of the rural tourism characteristic villages are the topographic features, economic development level, tourism market potential, traffic capacity, and relevant policies, among which the critical factor is the number of A-class scenic spots in the tourism market potential. To promote the optimisation of the spatial pattern of rural tourism, it is necessary to strengthen resource integration. Furthermore, it is important to conduct in-depth exploration of more factors in order to provide comprehensive guidance for the sustainable development of rural tourism.

Are Connected Fitness Machines the New Blue Ocean Marketing Strategy for Tourism Marketing (Red Ocean) or the Wellness Industry (Red Ocean)? An Exploration of Connected Signaling

Are Connected Fitness Machines the New Blue Ocean Marketing Strategy for Tourism Marketing (Red Ocean) or the Wellness Industry (Red Ocean)? An Exploration of Connected Signaling

Exploring the Generation Z Travel Trends and Behavior

Abstract Tourism represents one of the sectors with the highest growth, and the upward trend of evolution implies the anticipation and adaptation to the changes in travel behavior. Currently, young travelers represent an important segment of the global tourism market. Generation Z decision-making processes are influenced both by the specific characteristics of the generation and by their travel habits. The travel motivations of the first generation born in the age of technology include socializing, acquiring unique experiences along with eco-friendly vacation options. During a trip, Generation Z visits museums, attends cultural or sports events and documents their choices by following travel influencers or social media posts. In these conditions, the paper aims to analyze the characteristics of the generation Z travel behavior and their perception of the future of travel. To achieve this objective, there will be a theoretical approach of generation Z coupled with secondary data analyses that will highlight the way young travelers organize their vacation.

Exploring the Triggering Mechanism of Different Word-of-Mouth Intentions by Guest Experience and Well-Being Perception

This study examines the triggering mechanism of hotel guests’ engagement in word-of-mouth (WOM) by integrating guest experience, well-being perception, one-to-one WOM intention, one-to-many WOM intention and many-to-many WOM intention. A survey was conducted with 306 experienced guests of the resort hotel sector in China. Partial least squares structural equation modeling (PLS-SEM) was employed to estimate relationships between guest experience, well-being perception and WOM intentions. The findings of this study indicated a significantly direct effect of esthetic experience on well-being perception, followed by escapism experience, education experience and entertainment experience. The findings also revealed well-being perception was a salient predictor of WOM intentions (i.e., one-to-one, one-to-many and many-to-many), aided to tourism and hospitality literature by providing empirical evidences to demonstrate how different WOM intentions were triggered by various experiences via psychological reaction of well-being perception. The theoretical and managerial implications for the tourism marketers were discussed.