The media and the development of the tourism industry during the 20th and 21st centuries: an analysis of four noteworthy cases

The aim of this paper was to explore the role of the media within the context of tourism, specifically with regard to how the media has influenced the activities and perceptions of the tourism sector. In this paper, the term ‘media’ is referred to as mass communication, specifically with regard to newspapers, magazines and broadcasting. It is important to gain a better understanding of the ways in which the media has interacted with the tourism sector, as this information can provide practitioners and academics with insights as to how the media can best be employed to benefit stakeholders of the tourism industry. Lessons can be learned from the past so that the experience gained from it can contribute to best practice in the future. In this way, strategies can be developed to minimise the vulnerability of the tourism sector to damaging or erroneous portrayals of it and its activities in the media.
The case study method was used to explore the role of the media within the context of tourism. Four case studies provided insights on this topic. The four case studies were selected based on their diversity, within the context of the tourism sector, and because they covered a considerable period of time. These variables provided the researchers with a wide-ranging perspective on the topic.
The paper firstly focuses on the 1920’s Waiters’ Strike in the resort town of San Sebastián, Spain, and discusses the role of the media in relation to this event. The second case investigates the use of the media as a destination-marketing tool and reflects on an early manipulation of this process by the German authorities in the documentary Olympia, a film produced for the summer Olympics in 1936. The third case study reports on the manner in which the media has created tensions between connoisseurs of fine food and drink and hospitality industry professionals, and its subsequent implications on service quality. The final case investigates the role of the media in reducing demand for hospitality services in Melbourne on New Year’s Eve 2000.
Through an analysis of these diverse, but important case studies, it can be seen that the media has had, and continues to have, an impact on the development of the tourism industry in both positive and negative ways. The limitations of this research are discussed and recommendations are made for further research that will assist in developing a more comprehensive typology of the media’s role in tourism.

An exploratory analysis of the factors that influence food choice among young women

Food sales represent a significant proportion of hospitality industry income; however, little research has been conducted into the factors that influence food purchasing behaviour. This study employed a sequential mixed method research design to identify the factors that influence food choice among 18-30-year-old females. The study is important because this age group has considerable spending power and has been found to have different consumption priorities to their male counterparts. While confirming the importance of previous studies, this study found that physical health, time, marketing, price, and the quality of food are major factors of influence in the purchasing and consumption decision.

A framework for sustainable ecotourism : application to Costa Rica

Costa Rica is a small Central American nation that has gained an international reputation as a leader in environmental conservation. This has formed the base for its highly successful and lucrative small-scale ecotourism industry. However, there are threats from high rates of deforestation and expanding large-scale tourism that is trading on strong environmental credentials, so it is appropriate to conduct this policy analysis on such a significant ecotourism area. The paper develops an ecologically sustainable economic framework, drawing on the works of Adolph Lowe (1893-1995) and Michalstrok Kalecki (1899-1970), to examine the Costa Rican experience and then analyse lessons for general policy development of any ecotourism area. The analysis is conducted from a political economy (and not a tourism management) perspective on the trade-offs between small-scale and large-scale ecotourism.

Irish theme pubs : an evaluation of environmental cues

A major phenomenon in hospitality retailing in recent years has been the growth in Irish theme pubs. These pubs consist of a collection of both tangible and intangible attributes referred to as environmental cues or atmospherics. Although environmental cues have been found to have a significant influence on consumer behaviour, little research has been conducted into their effects within Irish theme pubs. Using an established research framework, the aims of this study were to identify and evaluate environmental cues within Irish theme pubs and to establish how the dimensions of this framework influenced customers of Irish theme pubs in Melbourne. Qualitative interviews were conducted with customers of six selected Irish theme pubs and with the owners of these establishments. Whilst confirming the impOliance of environmental cues to Irish theme pub customers, the study also provides information that has application for hospitality retailers.

Do organizational service recovery actions impact on hotel guests future intentions and does speed of recovery matter?

This paper investigates hotel guests’ responses to organizational actions dealing with service failure. Eight service failure scenarios were used to identify guests’ intentions towards future visits. Guests’ intentions to switch hotels, revisit the property and remain loyal to the chain were found to vary based on the recovery efforts undertaken. This research found that empowering employees contribute to positive consumer intentions toward the service provider. Compensation was also found effective if offered through empowered employees. Speed of response to service failure was also identified as important action to improve consumer future intentions. Based on these findings, implications for future research are highlighted. Recommendations to the practitioners of hospitality and tourism sector were made for the management of failed service encounter.

Reducing consumer switching intentions following service failure : do empowerment and apology help?

This research explores the effectiveness of apology and empowerment as service recovery actions and their impact on consumers switching intentions within the hospitality industry. It also examines two different types of failure - process failure and outcome and whether consumer-switching intentions vary based on failure type. Results suggest that apology is effective in reducing switching intentions in both types of failure. Employee empowerment reduces switching intentions in outcome failure situations, but increases switching intentions in process settings. There is also an interaction effect of apology and empowerment in the outcome failure setting, but not in the process failure setting. Recommendations for managing service recovery are provided.

Conceptualising the effect of self-service technologies on established brands

Self-service technologies (SSTs), such as machine assisted and electronic services are prevalent. Many established brands in industries such as banking, retailing, and hospitality have adopted SSTs to complement or replace existing channels of service delivery, e.g., face-to-face service. However, the influence of SSTs on established brands has not been examined previously. In the light of this, a conceptual model is proposed that incorporates SST-related variables and their influence on brand satisfaction, brand associations, brand attitudes, and brand loyalty, along with customers' future likelihood to reuse the SST. Arguably, these outcomes affect brand equity and the long-term survival of SSTs.

Interactions and networks in Australian tourism

There are many participants in the tourism network who have vested interests in tourism development. These organizations include hotels, associations of hotels and hotel owners, inbound travel agents, travel wholesalers, tourism industry associations, airlines, cruise lines, tourism promotional agencies, regional and local tourism authorities, SME tourism businesses, conference and convention centres and many more. Individuals in the tourism industry intermittently change employment. They often remain in the industry and can move between types of organizations. Their contacts, associations and personal networks remain useful and indeed are utilized. The Interactive Approach postulated by the IMP Group proposes that both suppliers and manufacturers are often involved in close, long-lasting adaptive relationships. Firms within relationships must work together, share objectives, share information and also communicate clearly and precisely using a common language. Here relationship partners should have a similar point of view on the meaning of marketing strategy and related concepts including market segmentation, differentiation and competitive positioning.

This paper seeks to assess the nature, perspectives and characteristics of interactions in the tourism network in Australia. There are two stages of this research. The first stage obtained the perspectives of network participants on the challenges facing tourism, key growth segments, brand and promotional strategies and customer insights and satisfaction levels. Participants were also asked to provide advice to the national marketing organization on a range of developmental topics. The second stage of this research assesses the interaction patterns among network participants Network picture, network position, resource constellations, interaction, resources and activities, interdependence, adaptation, actor bonds, strategy and change are also assessed. The relationships are political and consultative in nature. There is much interdependence and possible conflict between the network participants. The national tourism body has particular skills in tourism planning and tourism research. They also have significant resources and the ability to influence inbound tourism patterns. This paper seeks to assess and understand the interactions within this network.

The effect of smoke-free policies on revenue in bars in Tasmania, Australia

Objective: To examine the impact of smoke-free policies on revenue in Tasmanian bars.

Method: Monthly sales turnover from January 2002 to March 2007, provided by the Australian Bureau of Statistics was analysed. There were two outcome measures: (1) the ratio of monthly bar sales turnover in Tasmania to monthly bar sales turnover in four other Australian states, and (2) the ratio of monthly bar turnover to monthly retail turnover in Tasmania. Linear regression was used to assess the impact of the smoke-free policy on expenditure.

Results: The smoke-free policy had no effect on sales turnover.

Conclusion: The smoke-free policy protects hospitality workers and patrons from exposure to secondhand smoke and has had no adverse effect on sales turnover.

Cooperative education in sport : building our knowledge base

Cooperative education in sport studies is considered an integral component of the professional preparation of graduates. However, whilst there is a sound body of knowledge in cooperative education, little has been published in sport studies. Through a survey of eight selected institutions, this paper examines the modes of delivery and issues involved in the practice of cooperative education in sport. Findings indicate that while there is consistency in course aims, there is a range of divergent structures, placement contexts and supervisory modes of delivery. Further research needs to focus on these aspects to ensure continued viability and relevance for such programmes.

The effect of smokefree policies on electronic gaming machine expenditure in Victoria, Australia

Objective: To examine the impact of smoke-free policies in Victorian gambling venues on electronic gaming machine (EGM) expenditure.

Method: Monthly EGM expenditure from July 1998 to December 2005, provided by the Victorian Commission for Gambling Regulation and the Office of the Liquor and Gambling Commissioner in South Australia, was analysed. The outcome measure was the ratio of monthly expenditure for Victoria to monthly expenditure in South Australia. Intervention analysis and autoregressive integrated moving average modelling were used to assess the impact of the smoke-free policy on expenditure.

Results: The smoke-free policy resulted in an abrupt, long-term decrease in the level of EGM expenditure. The mean level of monthly expenditure decreased by approximately 14%.

Conclusion: The smoke-free policy not only protects hospitality workers and patrons from exposure to secondhand smoke but has also had an impact on slowing gambling losses.

The effect of a smoke-free law on restaurant business in South Australia

Background: Despite evidence to the contrary from overseas research, the introduction of smoke-free legislation in South Australia (SA), which required all restaurants to go smoke-free in January 1999, sparked concerns among the hospitality industry about loss of restaurant business. This study aimed to determine whether the law had a detrimental impact on restaurant business in SA.

Methods: Using time series analysis, we compared the ratio of monthly restaurant turnover from restaurants and cafes in SA to (a) total retail turnover in SA (minus restaurants) for the years 1991 to 2001 and (b) Australian restaurant turnover (minus SA, Western Australia and the Australian Capital Territory) for the years 1991–2000.

Results: There was no decline in the ratio of (a) SA restaurant turnover to SA retail turnover or (b) SA restaurant turnover to Australian restaurant turnover.

Conclusion: The introduction of a smoke-free law applying to restaurants in SA did not adversely affect restaurant business in SA.

The effect of smoke-free policies on electronic gaming machine expenditure in Victoria, Australia

Objective: To examine the impact of smoke-free policies in Victorian gambling venues on electronic gaming machine (EGM) expenditure.

Method: Monthly EGM expenditure from July 1998 to December 2005, provided by the Victorian Commission for Gambling Regulation and the Office of the Liquor and Gambling Commissioner in South Australia, was analysed. The outcome measure was the ratio of monthly expenditure for Victoria to monthly expenditure in South Australia. Intervention analysis and autoregressive integrated moving average modelling were used to assess the impact of the smoke-free policy on expenditure.

Results: The smoke-free policy resulted in an abrupt, long-term decrease in the level of EGM expenditure. The mean level of monthly expenditure decreased by approximately 14%.

Conclusion: The smoke-free policy not only protects hospitality workers and patrons from exposure to secondhand smoke but has also had an impact on slowing gambling losses.

Sport sponsorship

OBJECTIVES
By the end of this chapter, readers will be able to:
• describe the nature and role of sponsorship as part of a company's marketing mix;
• be familiar with terminology relating to sponsorship and integrated sponsorship marketing;
• discuss the background and growth of sponsorship as a marketing discipline globally and in New Zealand;
• understand corporate methodology for measuring sponsorship effectiveness;
• identify models for sponsorship selection, planning, management and evaluation;
• understand the role of research in sponsorship;
• describe techniques for developing a sponsorship proposal;
• be familiar with global and local trends in sponsorship;
• understand legal implications, including contracts/agreements, ambush marketing and cause-related sponsorship.