Journal of Vacation Marketing recent issues

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

An evaluation of hotel website attribute utilization and effectiveness by hotel class

Musante, M. D., Bojanic, D. C., Zhang, J. — Wed, 24 Jun 2009 07:16:03 PDT

The internet is an increasingly important communication and distribution channel for hotels. The purpose of the study was to examine website attribute utilization and effectiveness for hotels of various class levels. In the study, hotels were segmented based on level of accommodation using the `Star Rating' system. Each hotel website was evaluated on 27 content items. Aggregate attribute ratings for each hotel category were then compared for significant differences. In general, it was found that with each step up in hotel class website attribute utilization and effectiveness increased. The results indicated that there were significant differences between 5-Star hotels and hotels from other classes. While there were only modest differences between 3-Star and 4-Star hotels, both classes offered website content that was more complete and effective than Budget hotels. The findings are presented and discussed.

Solo travel: Explorative insights from a mature market (Switzerland)

Laesser, C., Beritelli, P., Bieger, T. — Wed, 24 Jun 2009 07:16:03 PDT

This study examines solo travel, and offers (1) a conceptual framework of solo travelers, (2) a profile of these types of travelers (by socio-demographic characteristics), and (3) a profile of travels (by specific descriptors). The data for this study stem from a comprehensive survey of Swiss travel behavior conducted in 2004 by the University of St. Gallen (Switzerland).

The conceptual model is derived from transportation research. It proposes an a priori segmentation of four types of solo travel, delineated on the combination of the (1) departure status (a single, one-person household, compared to a collective, multi-persons household) and (2) arrival status (solo travel, compared to group travel), thus creating a two-by-two matrix with four segments overall.

Solo travelers basically either tend to foster an existing social network or try to nurse their curiosity and at the same time look for new social contacts. The results of the profiling further reveal significant differences between the solo travel groups, as well as towards a control group incorporating all other travel. They include income, profession, and age, as well as familiarity with the destination, choice of type of accommodation, expenditures and various types of trips. However, no significant differences can be reported with regard to the choice of destination.

Impacts of a historical film on the destination image of South America

Shani, A., Wang, Y., Hudson, S., Gil, S. M. — Wed, 24 Jun 2009 07:16:03 PDT

This study examines the destination image of South America among young North American students through the lens of a historic movie with controversial content. The results of the study reveal that South America is perceived as an affordable ecotourism destination, with emphasis on the nature, cultural and heritage attributes of the region. It is also perceived as less developed, secured and westernized than their home environment. It is found that watching the movie has not dramatically changed the destination image of South America, but rather strengthened previous perceptions. Nevertheless, an increasing desire to visit South America is evidenced among the participants. The findings of the study call for more critical and cautious analysis of the phenomenon of film tourism. In addition, it also suggests that with certain conditions even films with controversial plot may contribute to tourism industry of a destination.

A determination of destination competitiveness for Taiwan's hot springs tourism sector using the Delphi technique

Lee, C.-F., King, B. — Wed, 24 Jun 2009 07:16:03 PDT

This study proposes a guiding framework for the future development of hot springs tourism in Taiwan, drawing upon the factors influencing the competitiveness of the sector. The importance of each of the factors is evaluated using a modified version of the Delphi technique. An expert panel was drawn up and following three rounds of discussion, arrived at a consensus on the following determinant groupings (a total of 76 items): tourism destination resources and attractors (27 items), tourism destination strategies (33 items), and tourism destination environments (16 items). The results highlight prospective priority areas for bringing about improvements in the hot springs tourism domain. It was found that there should be an emphasis on measures to ensure the safety and security of hot springs bathing, on the application of sustainability principles to hot springs related enterprises, and on the development of policies and plans. Further research is needed to validate the applicability of the proposed guiding framework, drawing upon a wider range of perspectives, including outside Taiwan.

Scary food: Commodifying culinary heritage as meal adventures in tourism

Gyimothy, S., Mykletun, R. J. — Wed, 24 Jun 2009 07:16:03 PDT

This article portrays the changing status and use of a traditional Norwegian meal, Smalahove, in designing tourist experiences. Against all odds, this peculiar relic of Nordic gastronomy (salted, smoked and cooked sheep's head) has become a part of the destination brand of Voss, a small West Norwegian township, renowned for its topographic qualities related to extreme sports. In order to understand the recent success of Smalahove, we studied various culinary experience concepts offered to visitors. Based on data from a mixed-method case study approach, we found that entrepreneurs in the Voss region had developed a new commodification approach to a culinary heritage. Smalahove is marketed not only as a nostalgic and authentic rural dish, but also as a challenging culinary trophy appealing to thrill-seeking consumers. The implications of the Sheep's head case are twofold. First, it represents new commercial potentials for marketing `extreme' culinary specialties. Second, it is an example of innovative rural destination branding, by which local dishes are not mere idyllic expressions of an agricultural past, but an opportunity to open up potential new avenues for the co-branding of rural destinations and regional food products.

Examining current non-customers: A cruise vacation case

Park, S.-Y., Petrick, J. F. — Wed, 24 Jun 2009 07:16:03 PDT

Book Review: Principles of Services Marketing (5th Edition): By Adrian Palmer McGraw Hill Education Limited, Maidenhead, 2007; 592pp Paperback ISBN13: 9780077116279, ISBN10: 0077116275 {pound}41.99

Phillips, L. — Wed, 24 Jun 2009 07:16:03 PDT

Culinary tourism: Satisfaction with a culinary event utilizing importance-performance grid analysis

Smith, S., Costello, C. — Thu, 19 Mar 2009 04:36:51 PDT

The aim of this research was to provide a practical method for assessing satisfaction at a culinary event. Twenty-seven culinary event attributes items were analyzed from an international culinary event. MANOVA was employed to identify differences between importance and performance measures. Importance-performance analysis (IPA) was subsequently used to assist culinary event organizers while identifying critical performance attributes in order to improve customer satisfaction. Findings revealed food and beverage prices, come/ go, convenient parking, and food tasting had high importance scores, yet low performance measures. The use of multiple regression analysis confirmed three out of the four attribute items had a predictive effect on overall satisfaction.

Purchasing vacation packages through shop-at-home television programs: An analysis of consumers' consumption motives

Walsh, G., Gwinner, K. P. — Thu, 19 Mar 2009 04:36:51 PDT

In most developed countries non-store retailing, especially shop-at-home television, has grown in importance and today's consumers have access to a wider and more diverse range of in-home shopping media than ever before. Not surprisingly non-store shopping behavior has increasingly been recognized as an important field of investigation. While previous research focused on shopper demographics and low-involvement products, relatively little is known about why consumers purchase products through shop-at-home television and a knowledge gap exists in understanding shop-at-home consumer behavior toward complex, high-involvement services such as vacation travel. Adopting a choice motivation typology as a framework, the present study investigates the booking motives of shop-at-home travel television program viewers using a sample of 978 consumers. Based on exploratory and confirmatory factor analysis, four motive factors for the willingness to purchase vacation packages via shop-at-home travel television programs were found, and subsequent cluster analyses identified four significant and distinct buyer groups. Implications for travel-marketing practice and research are discussed.

An examination of tourists' attitudinal and behavioral loyalty: Comparison between domestic and international tourists

Mechinda, P., Serirat, S., Gulid, N. — Thu, 19 Mar 2009 04:36:51 PDT

The purpose of this study is to examine the antecedents of tourists' loyalty (both attitudinal and behavioral) towards Chiangmai (a major tourist destination in Thailand). Multiple regression analysis indicated that attitudinal loyalty was mainly driven by attachment, familiarity and perceived value, whereas behavioral loyalty is driven by familiarity. Only one dimension of pull motivation (history, heritage and knowledge) influenced attitudinal loyalty, whereas none of pull motivation's dimensions had an effect on behavioral loyalty. Regarding push motivation, tourists' desire for novelty negatively influenced behavioral loyalty. Finally, male tourists tended to be more attitudinally and behaviorally loyal, while tourists who had children living with them showed less attitudinal loyalty.

Mobile-mediated virtual experience in tourism: Concept, typology and applications

Hyun, M. Y., Lee, S., Hu, C. — Thu, 19 Mar 2009 04:36:51 PDT

The main purpose of this paper is to conceptualize virtual tourism in the mobile context. Through the concept of telepresence, the typology of virtual experience can be explained by two dimensions: vividness and interactivity. The authors first discuss virtual experience in terms of several categories ranging from verbal-based to animated interactive experience. Based on these categories, various mobile applications are then identified to complete the typology. Finally, practical discussions are provided with examples to illustrate various mobile services that facilitate virtual experiences and the application of the mobile-mediated virtual experience to tourism with consideration of the destination marketing organization's innovativeness and consumers' needs for mobile usage.

Taiwanese tourists' perceptions of service quality on outbound guided package tours: A qualitative examination of the SERVQUAL dimensions

Chang, J.-C. — Thu, 19 Mar 2009 04:36:51 PDT

Guided package tours are popular for certain market segments and represent a significant tourism market. However, research on service quality in guided package tours is rather limited. This research used a modified SERVQUAL dimensions to evaluate travellers' perceptions of service quality on the guided package tour. SERVQUAL has been widely used in various disciplines including numerous studies in the hospitality and tourism industries and has received considerable recognition in service marketing. Some have found empirical support for the five dimensions, but some question the five service dimensions. Instead of using traditional questionnaire surveys, this study used qualitative approach to gain an insight into tour participants' views. The study found that the dimension of `tangibility' was less significant when compared with other dimensions in terms of customers' perceptions of service quality. Other elements such as `communication' and `sociability' were critical when applied to the travel industry in a particularly ethnical group.

Positive tourism image perceptions attract travellers -- fact or fiction? The case of Beijing visitors to Macao

McCartney, G., Butler, R., Bennett, M. — Thu, 19 Mar 2009 04:36:51 PDT

Destination image research asserts that the enhancement and portrayal of positive tourism image perceptions and expectations are critical in attracting travellers. This has subsequently created a drive by destinations to attempt to assemble an array of high ranked image perceptions and holistic impressions as a central attraction strategy with the hope of stimulating and developing inbound travel. Research conducted on Chinese travellers at Beijing International Airport on their perceptions of Macao's destination image revealed that while they held several high rated image perceptions of Macao, some of these were not the actual image attributes used as destination decision attributes or in their judgment were they attributes that actually stimulated their decision to travel to a destination. Such findings not only have significant implications in the development of an optimum image formation strategy for Macao in its future targeted traveller markets, but also for other locations that wish to enhance or amend their brand image as a destination repositioning approach.

Book Review: Prison: Cultural Memory and Dark Tourism By Jacqueline Z. Wilson Peter Lang, New York, 2008; xii+256pp Hardback ISBN: 978--1--4331--0279--0 47.00, {pound}35.30, US$72.95

Stone, P. R. — Thu, 19 Mar 2009 04:36:51 PDT

Dabblers, fans and fanatics: Exploring behavioural segmentation at a special-interest event

Mackellar, J. — Fri, 16 Jan 2009 02:58:17 PST

This paper explores the behavioural segments of the audience at the Elvis Revival Festival in Parkes, Australia. Audiences were observed travelling to, and participating in, this two-day event, held in January 2007, which celebrated the life and music of Elvis Presley. The study highlights differences in fan behaviour, resulting in four behavioural audience segments: social, dabbler, fan and fanatic. The study demonstrates the use of participant observation as a method to understand differing audience segments. As a result, differences in marketing and management strategies may be created to cater for the different needs and expectations of visitors and local communities.

Implications of population ageing for the development of tourism products and destinations

Glover, P., Prideaux, B. — Fri, 16 Jan 2009 02:58:17 PST

Population ageing has been identified as a critical element of demographic change which is a key driver for future consumer demand. Driven by the size of the baby boomer generation, population ageing is likely to affect the future choice of tourism activities and destinations. As the baby boomers retire, their demand patterns and preferences will grow in significance and will strongly influence the future structure of tourism product development. Two case studies are used to demonstrate possible impacts of population ageing on tourism demand and the potential implications for product and destination development. The paper discusses the need to consider demand preferences that are influenced by generational membership and identifies the conditions that may lead to the emergence of a product gap if the changing patterns of demand are ignored.

The effects of airline price presentations on buyers' choice

Palmer, A., Boissy, S. — Fri, 16 Jan 2009 02:58:18 PST

Deregulation of markets for air travel has led to increasing use of price based competition. However, comparison by buyers between competing airline offers is often difficult, with prices presented in a variety of inclusive and exclusive formats. The use of `99 ending' prices further seeks to undermine the capability of buyers to make rational decisions. This paper reports on a simulation study of buyers of short-haul airline tickets, and the choices made in response to four airline service/price offers. Just over three-quarters of respondents acted rationally by choosing an offer that provided the lowest price and/or highest benefits, consistent with respondents' expressed preferences. However, there was evidence of irrationality in the remaining respondents, who made choices that were inconsistent with their states preferences. Furthermore, there was a significant difference in respondents' choice between an offer priced at £61 99, and an otherwise identical offer priced at £62. The results of this study inform current debate about the need for clear and consistent pricing of airline tickets.

The psychological effects of music: Implications for hotel firms

Magnini, V. P., Parker, E. E. — Fri, 16 Jan 2009 02:58:18 PST

If used properly, music can be a useful tool employed by hoteliers. This article synthesizes most, if not all, of the recent and seminal work from a variety of disciplines to outline the positive effects that atmospheric music can have on a hotel's patrons and employees. Specifically, the psychological influences of music in a hotel's physical environments, a hotel's telephone system, and a hotel's proprietary website are discussed. In terms of the physical environment, music can: 1) cause guests to spend more time and money in an establishment; 2) influence buyer/ seller interactions; 3) improve customers' attitudes during a wait; 4) amend guests' perceptions of brand personality and décor; and 5) enhance employee productivity. Regarding telephone interactions, evidence suggests that the proper use of music can bolster customers' satisfaction with the telephone encounter. Lastly, emerging research indicates that website music can enhance viewers' arousal, interest, satisfaction, and learning.

Cultural differences in travel guidebooks information search

Osti, L., Turner, L. W., King, B. — Fri, 16 Jan 2009 02:58:18 PST

The current consumer trend away from package tourism towards more individually organized travel, including special interest travel, is likely to have an impact on the structure and organization of the travel industry, the channels of distribution, booking systems, business and destination suppliers from private sources such as the internet and published travel guidebooks. In planning their holidays, tourists are increasingly likely to demand greater destination information. If they are to be made aware of the available range of product options and to make appropriate product choices they will need information. The extent and type of the required information will depend on the type of vacation, on the consumer's destination knowledge, prior travel experience, and cultural background. The present study reports the findings of a quantitative survey administered to Japanese, Korean, Chinese and North American travellers. The researchers aimed to investigate the need for information across Western and Asian cultures. The study has focused on the need for information in travel guidebooks and examines the extent to which culture influences the type of information sought.

The many faces of Macau: A correspondence analysis of the images communicated by online tourism information sources in English and Chinese

Tang, L., Choi, S., Morrison, A. M., Lehto, X. Y. — Fri, 16 Jan 2009 02:58:18 PST

This research aimed to compare Macau's tourism image in English- and Chinese-language websites from five sets of online information sources. It systematically identified Macau's online tourism image by content analyzing its official Macau Government Tourist Office website (MGTO), travel agency, guidebook and magazine websites, and blogs of tourists. This study revealed that the overall Macau images projected on English and Chinese websites are quite different. Cultural differences, when combined with other salient factors (such as distance from Macau), seem to influence destination image. The variations are not surprising, considering different communication objectives and targets of destination marketers, travel agencies, publishers and tourists. Macau destination marketers undoubtedly need to keep these deviations in mind when proposing communication strategies. While adequate communication about the government's intended Macau image becomes essential among destination marketers and other industry practitioners, it is also important to be aware of the various other communicated images online and harmonize the efforts as much as possible.