The rejuvenation of tourism in Barbados 1993-2003 - Reflections on the Butler model

This article examines how Barbados as a mature resort destination has set about rejuvenating its tourism product since the early 1990s, when the number of stop-over tourist arrivals showed year-on-year declines. This has been achieved in three principal ways: the extensive upgrading of existing hotel facilities, especially at the luxury end of the market: the increase of overall tourist capacity, and the development of niche markets, especially golf tourism. At both the outset and the conclusion, the rejuvenation of tourism in Barbados between 1993 and 2003 is viewed in light of Butler's (1980) model of resort-cycle development.

Cyclones causing wind storms in the Mediterranean: characteristics, trends and links to large-scale patterns

A climatology of cyclones with a focus on their relation to wind storm tracks in the Mediterranean region (MR) is presented. Trends in the frequency of cyclones and wind storms, as well as variations associated with the North Atlantic Oscillation (NAO), the East Atlantic/West Russian (EAWR) and the Scandinavian variability pattern (SCAND) are discussed. The study is based on the ERA40 reanalysis dataset. Wind storm tracks are identified by tracking clusters of adjacent grid boxes characterised by extremely high local wind speeds. The wind track is assigned to a cyclone track independently identified with an objective scheme. Areas with high wind activity – quantified by extreme wind tracks – are typically located south of the Golf of Genoa, south of Cyprus, southeast of Sicily and west of the Iberian Peninsula. About 69% of the wind storms are caused by cyclones located in the Mediterranean region, while the remaining 31% can be attributed to North Atlantic or Northern European cyclones. The North Atlantic Oscillation, the East Atlantic/West Russian pattern and the Scandinavian pattern all influence the amount and spatial distribution of wind inducing cyclones and wind events in the MR. The strongest signals exist for the NAO and the EAWR pattern, which are both associated with an increase in the number of organised strong wind events in the eastern MR during their positive phase. On the other hand, the storm numbers decrease over the western MR for the positive phase of the NAO and over the central MR during the positive phase of the EAWR pattern. The positive phase of the Scandinavian pattern is associated with a decrease in the number of winter wind storms over most of the MR. A third of the trends in the number of wind storms and wind producing cyclones during the winter season of the ERA40 period may be attributed to the variability of the North Atlantic Oscillation.

Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen

In recent years, the importance of the corporate brand (e.g. P&G, Nestlé, Unilever) has grown significantly and companies increasingly strive to strengthen their corporate brand. One way to strengthen the corporate brand is portfolio advertisement, in which the corporate brand is presented alongside with several product brands of its portfolio (e.g. VW with its product brands Touareg, Touran, Golf and Polo). The aim of portfolio advertising is to generate a positive image spill-over effect from the product brands onto the corporate brand in order to enhance the consumers’ perceived competence of the corporate brand. In four experimental settings Christian Boris Brunner demonstrates the great potential of portfolio advertising and highlights the risks associated with portfolio advertising in practice. In a first experiment, he compares portfolio advertising with single brand advertisements. Moreover, in case of portfolio advertising he manipulates the fit between the product brands, because the consumer has to establish a logical coherence between the individual brands. However, asconsumers have limited capacity for processing information, special attention should be paid to the number of product brands and to the processing depth of the consumer during confrontation with portfolio advertising. These key factors are taken into consideration in a second extensive experiment involving fictitious corporate and product brands. The effects of portfolio advertising on a product brand are also examined. Furthermore, the strength of product brands, i.e. brand knowledge as well as brand image and consumer’s knowledge of the brands, must be taken into consideration. In a third experiment, both the brand strength of real product brands as well as the fit between product brands are manipulated. Portfolio advertising could also have a positive image spill-over effect when companies introduce a new product brand under the umbrella of the corporate brand while communicating all product brands together. Based on considerations, in a fourth experiment, Christian Boris Brunner shows that portfolio advertising could also have a positive image spill-over effect on a new (unknown) product brand. Concluding his work, Christian Boris Brunner provides implications for future research concerning portfolio advertising as well as the management of a corporate brand in complex brand architectures. Concerning practical implications, these four experiments underline a high relevance to marketing and brand managers, who could increase corporate and product brands’ potential by means of portfolio advertising.