Future research directions in tourism marketing

Purpose – The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.

Design/methodology/approach – The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.

Findings – The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e-marketing and strategic marketing.

Practical implications – The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.

Social implications – Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.

Originality/value – This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.

Effectiveness of national elite sport policies : a multidimensional approach applied to the case of Flanders

While the results of nations in international sport competitions are most often used as an evaluation of effectiveness of elite sport policies, they do not take into account the long-term duration of an athletic career, nor the many confounding variables influencing international success. This paper argues that output evaluation is a one-sided approach to policy assessment. It applies a multidimensional approach to the measurement of the effectiveness of elite sports policy evaluation (meso-level) by examining a four-year cycle of elite sport policies in Flanders. This study endeavors to advance the development of a framework to assess effectiveness of elite sport policies of nations. Data were collected at multiple points of the input-throughput-output and feedback cycle. It was found that in spite of the increasing elite sport expenditures in Flanders (inputs), and notwithstanding the development of the throughputs (processes), this has not as yet lead to acceptable results (outputs) at an international level.

Unbearable pressures on paradise? : Tourism and heritage management in Luang Prabang, a world heritage site

This article critically appraises and evaluates tourism strategies and heritage management in Luang Prabang, Lao People’s Democratic Republic, a Unesco-designated ‘world heritage’ city. Luang Prabang is widely regarded as one of the most significant heritage cities in Southeast Asia. The city is renowned for its Buddhist and royal culture and also its historic vernacular Lao, French, and Lao-French architecture. The city earned world heritage status in 1995, but since that time the boom in in-bound Asian tourism has put pressures on Luang Prabang’s authenticity and, for some, called into question the validity of its world heritage status. This article examines these substantial and wide-ranging pressures and argues that the growth in tourism and the treatment of Luang Prabang’s heritage are symptoms of broader regional processes of political and economic change, including the expansion of Chinese and Korean investments and the growth of intra-regional tourism. The authors argue that it is unreasonable to expect traditional heritage management mechanisims, including the world heritage listing, to be able to cope with the pressures on sites like Luang Prabang. The very least that is required, the authors contend, is an expanded understanding of the context in which heritage places sit, and the authors make a case that the cultural landscapes approach, combined with explicit concerns for intangible heritage and poverty alleviation, must be at the core of any strategy for long-term protection of the city’s cultural values.

Consumer motivation in a tourism context : continuing the work of Maslow, Rokeach, Vroom, Deci, Haley and others

This paper examines the literature on understanding and measuring consumer motivation and the application of these theories and procedures to understanding and researching tourist motivation. The application of consumer motivation theory to tourism is considered especially relevant, because motivation is considered a critical variable in the tourist decision-making process.

When understanding and predicting consumer and tourist behaviour, some measures are considered superior to others and this will be examined in this paper. Also many measures of motivation are often used as one of the segmentation bases for tourist and other consumer markets, thereby indicating a strong relationship between motivation and market segmentation, also to be discussed in this paper.

The purpose of this study is threefold: (1) to investigate what standards or consensus for determining consumer motivation have emerged in the academic marketing literature, (2) to review the theoretical knowledge about approaches and procedures for determining and measuring consumer motivation in general and their application to understanding tourist motivation (3) to suggest implications for future research of consumer motivation in a tourism context.

Tourist benefits research : old and new issues and uses in a cultural tourism context

Benefits sought and gained by tourists are relevant to developing tourist markets for cultural attractions and experiences as this paper will demonstrate. The main objectives of this paper are to identify benefit variables commonly used in tourism marketing, their purpose of use, and associated issues by reviewing existing empirical research of tourism benefits and specifically examining the applications to date in cultural tourism contexts. For the benefits most commonly found in tourist benefit research and of relevance to tourists’ cultural experiences, a benefits typology from the allied area of leisure (Driver & Bruns, 1999) is applied to categorise these benefits and develop a conceptual typology for consideration. Research propositions for future research of tourists’ cultural experiences are also proposed including new uses for benefit variable dimensions.

Healthy public in all policies

The introduction of the notion of ‘Healthy Public Policy’ in the Ottawa Charter is considered a relevant response to the emerging social-political context of the 1970s and 1980s. It also remains an important, yet volatile, argument for the consideration of policy impact on health. In our analysis, however, those that continued to argue for Healthy Public Policies and those who should develop them have remained naı¨ve about the profound political dimensions of this exercise. Applying insights from the political sciences, we argue that greater levels of connectedness and commitment across civil society, and governance integration between sectors and levels of politicking and action are required for the further success of health integrated policies. The role of communities and the key communicative drivers of the Ottawa Charter (enable, mediate and advocate) need to be strengthened in more astute strategies.

Battlefield tourism - Anzac day commemorations at Gallipoli : an empirical analysis

This thesis used theoretical constructs of personal values, emotions, motives, event components of ceremony, transport and amenities to develop an empirical model that provided an understanding of the experiential components of the event and the antecedents associated with attendance, satisfaction and recommending behaviour of the Anzac Day Ceremonies at Gallipoli.

Software developer policies : economics and s 46 of the Competition and Consumer Act 2010

This article considers the impact of developer policies that hinder or restrict cross platform application development. We suggest that policies that hinder or restrict cross platform development have the potential to erode competition within the market for smartphones. The article also considers the relevance of dominance measures in software markets, arguing that conventional economic approaches may not be applicable. Furthermore, while most monitoring activities tend to focus primarily on protection of consumers, the article points out that modern electronic/information technology markets are multi-sided and there is a need for monitoring of practices designed to attract and retain the favour of developers. While the article is written in the context and application of the applicable Australian legislation, this being s 46 of the Competition and Consumer Act 2010 (Cth), our findings are equally relevant to other jurisdictions.

On the recognition of abstract Markov policies

Abstraction plays an essential role in the way the agents plan their behaviours, especially to reduce the computational complexity of planning in large domains. However, the effects of abstraction in the inverse process – plan recognition – are unclear. In this paper, we present a method for recognising the agent’s behaviour in noisy and uncertain domains, and across multiple levels of abstraction. We use the concept of abstract Markov policies in abstract probabilistic planning as the model of the agent’s behaviours and employ probabilistic inference in Dynamic Bayesian Networks (DBN) to infer the correct policy from a sequence of observations. When the states are fully observable, we show that for a broad and often-used class of abstract policies, the complexity of policy recognition scales well with the number of abstraction levels in the policy hierarchy. For the partially observable case, we derive an efficient hybrid inference scheme on the corresponding DBN to overcome the exponential complexity.