"Lose 30lbs in 30 days" : assigning responsibility for deceptive advertising of weight-loss products

Purpose – The aim of this paper is to outline key social marketing issues apparent in deceptive weight-loss advertising, from the perspective of government policy-makers, manufacturers, the media, and consumers. The purpose is to examine the complexity of one aspect of the obesity battle and provide a framework for coordinated and integrated social marketing initiatives from a multiple stakeholder perspective.

Design/methodology/approach – The results of deceptive weight-loss advertising are framed using the harm chain model, and the paper offers recommended solutions based on a framework of marketing, education and policy changes across the network of stakeholders.

Findings – This paper concludes that a resolution to the harm created by deceptive weight-loss advertising can be achieved by the creation of a more holistic, system-wide solution to this important health and policy issue. This networked approach must involve all aspects of harm in a multi-stakeholder solution, including both upstream and downstream integration. Specific recommendations are made for policy-makers, manufacturers, the media, and consumers to achieve this goal.

Social implications – From a marketing perspective, analyzing the issue of deceptive weight-loss advertising using the harm chain allows for the creation of a more holistic, system-wide solution involving stakeholders in all aspects of harm for this important health and policy issue.

Originality/value – This research examines the problem of obesity and weight-loss advertising from the unique perspective of the harm chain framework. The authors make unified recommendations for various stakeholders including industry, media, government and consumers, in order to direct integrated social marketing and consumer-oriented strategies within this industry.

Medical tourism: a conceptual framework for an innovation in global healthcare provision

The purpose of this chapter is to establish a conceptual model that can potentially fill research gaps in the literature about medical tourism as an innovative concept in global healthcare provision by developing emerging economies as they are providing low cost alternatives in medical treatment at internationally accredited medical facilities to treat patients from developed countries. Major databases such as Ebscohost and Emerald have been used to search relevant literature. The literature on medical tourism is reviewed so as to understand the key drivers of medical tourism as well as research gaps in the existing literature. Three major drivers of medical tourism have been identified, namely cost, waiting time, and perceived quality. Further empirical research is needed to test the conceptual model in order to better understand what drives a decision to engage in medical tourism. This chapter makes three major contributions; firstly, the identification of the medical tourism literature from the service marketing and management perspectives; secondly, to propose a conceptual model representing innovation in medical tourism for global healthcare by developing emerging economies; thirdly, the identification of research gaps in the medical tourism literature through which future research can further the knowledge of why people travel to developing countries for medical treatment.

Effects of formal institutions on the performance of the tourism sector in the Philippines: the mediating role of entrepreneurial orientation

Although formal institutions and entrepreneurial orientation have both been found to contribute separately and positively to firm performance, the interplay between the two factors has not received much attention. This study draws from institutional theory and the entrepreneurship literature to argue that entrepreneurial orientation (EO) provides the mechanism through which the formal institutional environment influences the performance of firms in the tourism sector. Using structural equation modelling and data from a large-scale survey of firms in the tourism sector in the Philippines, it is shown that elements of the institutional environment, by themselves, only have limited influence on tourism firms' performance. EO is shown to partially enhance the effects of the institutional environment on firm performance. The strong mediating effect of entrepreneurial orientation on the relationship between the institutional environment and firm performance is a novel finding and highlights the important role of the government in ensuring that the formal institutional environment promotes entrepreneurship which, in turn, enhances the performance of the tourism sector.

Deep in the desert: merging the desert and the spiritual through 4WD tourism

Our paper positions four-wheel drive (4WD) travel into the Australian desert by veteran or dedicated travellers as a spiritual experience in three ways: by considering the desert itself as a sacred space; the experience of such a journey as a form of ‘nature religion’; and by viewing the actual journey itself as pilgrimage. Our argument is informed by interviews with expert 4WDers to the desert. Our study might be useful in designing sustainable strategies for 4WD desert tourism, as well as for scholars from a variety of disciplines such as sustainability and environment studies, religious studies and tourism studies, to name a few.

From whence it came: understanding source effects in consumer‑generated advertising

Web 2.0 technologies are empowering consumers to co-produce online brand communications and thereby co-create brand meaning. As both consumers and marketers are increasingly using video-sharing websites to showcase their brand communication efforts, viewers of these ads are inadvertently becoming part of the co-production process as they create context around the ads (in the forms of reviews, comments and ratings). The environment in which such online advertisements are viewed has significant effects on consumer perceptions of the ad message, and ultimately impacts the persuasive properties and efficacy of the ad. This study reports on research conducted to test the source effects of consumer-generated advertising. Schlinger’s Viewer Response Profile (VRP) is used to assess the impact of three source variables: ad creator, ad popularity and motivation for creation of the ad. Findings confirm the importance of popularity ratings on consumer ad evaluation, and also suggest that certain source effects result in consumers being more critical in their evaluation of the ads.