Journal of Vacation Marketing current issue

How information foraging styles relate to tourism demographics and behaviours

Murphy, J., Olaru, D. — Mon, 26 Oct 2009 09:35:52 PDT

Scholars have investigated information search in tourism for decades and recently, the web’s role in information search. Rather than information search with a particular source, this study adds to the literature by focusing on information foraging across multiple sources including the web. Drawing on an analogy of animals foraging among different foods, tourists forage among different information sources. A cluster analysis of 882 tourists’ information foraging prior to visiting Yellowstone National Park reveals three styles. One cluster has little hunger for information; the two other clusters tend to forage for information aggressively or passively. The aggressive foragers resemble sharks and hunt constantly for information, particularly external information. The passive foragers resemble spiders, waiting for personal information that comes their way or drawing on internal information. Similar to past information gathering research, the three clusters differ signifi cantly in demographic and behavioural characteristics. Finally, rather than being a distinct source, the web serves as an additional and complementary food in the sharks’ information diet.

Segmentation of the senior travel market by the means of travel motivations

Boksberger, P. E., Laesser, C. — Mon, 26 Oct 2009 09:35:52 PDT

The article reports on the segmentation of Swiss senior travellers on the basis of their travel motivation. Switzerland is considered a mature market which is why this country serves as a role model for future travel behaviour. In contrast to previous studies, which identified up to six clusters, the results reveal that in the case analysed there are three clusters. Two of them partially represent a life cycle concept: TIME HONOURED BON VIVANTS (phase 1; towards the end of a professional life), and GRIZZLED EXPLORERS (phase 2; from the start of a retired life). These two segments are complemented by RETRO TRAVELLERS, which incorporate many characteristics of the previous two but differentiate themselves in terms of education as well as professional positions.

Examining the festival attributes that impact visitor experience, satisfaction and re-visit intention

Cole, S. T., Chancellor, H. C. — Mon, 26 Oct 2009 09:35:52 PDT

The purpose of this study was to examine the impacts of a downtown festival’s attributes (programs, amenities and entertainment quality) on visitors’ overall experience, their levels of satisfaction and intentions to return. A theoretical model depicting the relationships among festival attributes, experience quality, overall satisfaction and revisit intention was examined using path analysis. The fi nal model suggests entertainment quality of the festival had the strongest impact on visitors’ overall experience at the festival, their satisfaction and intentions to return. All three festival attribute categories studied had direct impacts on visitors’ overall experience, but only entertainment quality directly contributed to visitor satisfaction and re-visit intention. Implications and limitations of the study were also discussed.

Optimum stimulation level and consumer attitudes toward time share second homes

Hansen, H., Mehmetoglu, M. — Mon, 26 Oct 2009 09:35:52 PDT

This article simultaneously examines how a set of common key drivers of consumer attitudes affect consumers’ attitude toward Time share second homes, and how these effects may be moderated by the personality trait Optimum Stimulation Level (OSL). The findings support the main thesis that effects of the drivers of consumer attitudes toward Time share concepts depend on the OSL-level of consumers. That is, effects of the three drivers of consumer attitudes (value perception, risk perception, and knowledge possession) appear indeed to be different for Low and High OSL consumer groups. Value perception seems to be more important for High OSL consumers whereas risk perception and knowledge possession play a more salient role for Low OSL consumers. Theoretical and practical implications are also provided.

Structural relationships among involvement, destination brand equity, satisfaction and destination visit intentions: The case of Japanese outbound travelers

Kim, S.-H., Han, H.-S., Holland, S., Byon, K. K. — Mon, 26 Oct 2009 09:35:52 PDT

The concept of involvement and destination brand equity and its relationship to satisfaction, intention to revisit, and willingness to spend money was explored in a sample of 369 international tourists. Applying structural equation modeling, this study focused on the effects that destination brand equity had as a potentially significant mediating variable in the involvement -> destination brand equity -> satisfaction -> intention to revisit and willingness to spend money relationships. Findings indicate managers should understand destination brand equity as an essential antecedent of satisfaction and they need to manage the factors associated with destination brand equity. Of the factors contributing to destination brand equity, destination managers should maximize their promotional mix to improve their target groups’ preferences, value, popularity and price premiums identified as the more important factors.

Tourism-related business failures: the case of The Spice Islands Restaurant

Leiper, N., Stear, L. — Mon, 26 Oct 2009 09:35:52 PDT

The Spice Islands Restaurant’s strategy targeted tourists. The strategy failed and the business failed. The proprietors made mistakes in strategy and in operations, and the case can serve to illustrate many things that restaurant proprietors should avoid if their businesses are to survive and possibly flourish. A seminal mistake in this case was not distinguishing flows of tourists and stocks of tourists in a market appraisal for the feasibility study and business plan: this mistake seriously distorted those instruments. The same mistake can confuse other proprietors in certain types of tourist-related businesses, such as hotels, where stocks are more relevant than flows. Knowledge about the causes of business failure, gained from case histories, can help proprietors avoid mistakes and thus the incidence of failure can be reduced. Educational courses on tourism should include topics on business failures. To date this seems relatively rare.

Book Review: Tourism Development: Growth, Myths and Inequalities: By Peter Burns and Marina Novelli (eds) CABI, Wallingford; 2008; 448pp Hardback ISBN: 9781845934255 {pound}75.00, $150.00, 120.00

Sharpley, R. — Mon, 26 Oct 2009 09:35:52 PDT