Segmentation of special event attendees using personal values: relationships with satisfaction and behavioural intentions

This article presents the findings from research undertaken within a conceptual framework that included personal values, satisfaction and post-consumption behavioural intentions. The findings of a quantitative study (n = 354) conducted at a theatre-event indicate that attendees who were more inclined to place importance on their 'connectedness' with others were generally more satisfied with their attendance overall and with most of the attributes of the special event that were measured. Similar results were also found for attendees' post-con-sumption behavioural intentions; however, other personal value systems, such as that associated with hedonism, also emerged as important. These results can be used by managers and marketers of special events to enhance the special event experience and contribute to the industry's sustainability.

Near normalisation of lumbar spine bone density in young women with osteopenia recovered from adolescent onset anorexia nervosa: a longitudinal study

To investigate the effect of the progression of adolescent onset anorexia nervosa (AN) on bone parameters we followed two cohorts (Disease cohort and recovered cohort) of adolescents for a total of 5.2 years. In the 'Disease' cohort (n = 18), lumbar spine bone density (BMD) was reduced by 0.6 SD after 0.8 years of disease and was reduced a further 1.0 SD after a total 2.5 years of disease (p < 0.001). At the third lumbar vertebra there was bone loss (-3.7%, p < 0.05) resulting in reduced volumetric BMD (-5.1%, p < 0.08). In the 'recovered' cohort, lumbar spine BMD was reduced by 1.9 SD after 1.7 years of disease, and increased by 1.5 SD after 2.7 years of recovery (p < 0.001). At the third lumbar vertebra there was an increase in bone mass (20.5%, p < 0.001) and bone volume (14.1%, p < 0.001), resulting in increased volumetric BMD (6.3%, p < 0.08). Normalisation of lumbar spine BMD may be achieved in patients with adolescent onset AN when the successful recovery of body weight is combined with the return of regular menses.

Perceptions of the host destination as a result of attendance at a special event: a post-consumption analysis

Many destinations are now using special events as integral components of their marketing strategies. The aim of this study was to explore how  attendance at a special event might impact perceptions of the host destination. Using a case study approach, this research explored the nexus between special events, their attendees and special event destinations. This research specifically focused on exploring whether attendance at a special event influences resulting perceptions of the host destination. The results of a survey-based study indicate that for almost a quarter of respondents who resided outside the host destination, their perceptions of the host destination had changed. Over 90% of these respondents indicated that these post-consumption perceptions of the host destination were more favourable than they were before attendance at the event. Key reasons provided by respondents for their changes in perceptions included Access, the Special Event itself and Attractions at the destination. The paper concludes that the synergies between the special event and the host destination can be likened to those of the celebrity and the products that they endorse and promote, and this notion should be further explored. Recommendations were made to assist marketers of host destinations to more effectively capitalise on the synergies between special events and destinations.

Leisure experiences in tourist attractions : exploring the motivations of local residents

This study was conducted to explore leisure motivations with regard to tourist attractions. A survey of a convenience sample of residents of Melbourne, Australia, was conducted. The sample was then segmented based on the likelihood of visiting a cross-section of Melbourne's tourist attractions in the next 6 months. Analysis using Unger and Kernan's (1983) Subjective Leisure Scale (SLS) was then undertaken to explore whether there were differences across the segments in terms of their leisure motivations. The results highlight that, within this context, intrinsic satisfaction, perceived freedom and arousal emerged as stronger underlying dimensions of motivations to visit tourist attractions, rather than mastery, spontaneity and involvement. This information provides insights for marketers of tourist attractions with regard to what residents are seeking when they visit local tourist attractions. The information can be used to develop more positive experiences at tourist attractions for this important sector of the market.

Mega-events and the "Showcase" effect: investigating the moderating influence of exposure to the 2004 Olympic games telecast and interest in the Olympic movement- an Australian perspective

Survey-based research explored the moderating effects of "exposure" to the Australian free-to-air telecast of Athens 2004 and "interest" in Olympic Games in developing behavioral intentions to visit Greece in the future. Differences were found between groups with low and high levels of exposure to the telecast, and also between groups with high levels of interest in the Olympic Games, but these were only marginal. When the combinatorial influences of these two variables were considered simultaneously, their effects were generally synergistic. The article calls for further research on this area of mega-events, as the results, while of significance, provide food to continue the broader debate on the role of mega-events in developing tourism to their host destinations after their staging.

Sports-events, tourism and destination marketing strategies: an Australian case study of Athens 2004 and its media telecast

The focus of this study was the media telecast of the Athens 2004 Summer Olympic Games. The study explored the efficacy of the Australian telecast in developing positive perceptions and attitudes of Greece as a tourist  destination and was origin-based—in that a survey was undertaken of a sample of Australian residents (n = 350). Participants were segmented based on their post-consumption perceptions of Greece. Four segments were identified and labelled—'extremely positive' (n = 75), 'highly positive' (n = 153), 'positive' (n = 83) and 'negative' (n = 29). Statistical differences were found between the segments based on whether attitudes towards Greece had improved as a result of their consumption of the media telecast of the Athens 2004 Olympic Games (Athens 2004). To gain insights into this phenomenon, open-ended responses provided by segment members were then analysed.

Across the sample, 38.7% of respondents indicated that their overall attitude towards Greece as tourist destination changed as a result of their consumption of the telecast of Athens 2004. Considering that the attitudes of participants in the current study improved, not as a result of first-hand experiences at the destination, but as a result of their vicarious experiences of the destination through consumption of a media telecast of a special event, the results provide insights to the efficacy of this particular telecast in developing positive attitudes with regard to Greece as a tourist destination. The results of this study could be used a benchmark for future event-related destination marketing strategies. Similarities and differences emerged between the segments with regard to the reasons as to why members of each of the clusters attitudes towards Greece as a tourist destination had improved as a result of their consumption of the telecast. While their responses appeared to be similar, the frequency in which the concepts emerged for each of the segments varied intensity. The key issues that emerged for the four clusters were the appearance of Greece; culture and history of Greece; capacity, or 'hostability', of Greece to stage the Athens 2004; and infrastructure in Greece.

Pricing in the museum sector : the need to balance social responsibility and organisational viability

An essential component of marketing strategy is pricing. Pricing in museums, however, is problematic as issues beyond cost recovery or surplus, such as social responsibilities, need to be considered. This area of marketing is under researched. The aim of this study is to address the research gap by synthesising the literature on pricing strategy in the museum sector. The study found that there are a number of strategies being advocated with regard to pricing in the museum sector in the literature, each representing various perspectives of museology. A research agenda was proposed to assist marketers in the museum sector to meet their organisational needs, whilst balancing their social responsibilities.

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.

Understanding the leisure motives of visitors to tourist attractions

In a period when tourism is contracting, and in a destination with an extensive range of visitor attractions, the importance of local residents visitation is accentuated. The aim of this study was to explore whether there are differences across segments of the local resident market in terms of their motives for engaging in leisure activities within the context of tourist attractions. This study was set within the context of Melbourne, Australia. Melbourne has changed in recent years in terms of the range of attractions available to residents. A sample of 1005 local residents was used as the basis of this study. Cluster analysis was used to segment the sample, based on the intended frequency of visitation to a set of attractions. The motives for engaging in leisure were then explored for each of the segments using Unger and Kernan's (1983) Subjective Leisure Scale (SLS), which encompasses six motivational domains namely intrinsic satisfaction, perceived freedom, arousal, mastery, involvement and spontaneity, was applied in this study of leisure activities was used as the basis of identifying the motives for visiting the attractions.

A comparative analysis of personal values of international postgraduate students from Asia studying in Australian universities: a cross cultural study

The rising expectations of university students with regard to quality, service and value for money, and the growing diversity of student populations have challenged universities to become increasingly student focused. Marketing theory suggests that a clear understanding of customer needs and expectations is central to being customer focused and to facilitate targeting of products and services to appropriate segments. The process requires the marketer to have insights into the cultural backgrounds of customers where the study of personal values becomes a critical component in understanding consumer needs and preferences. The results of this study indicate that personal values are useful in explaining differences amongst the student cohorts with regard to age, gender and nationality. Recommendations are made with regard to developing the educational product for the international student, based on underlying value domains of Self-efficacy and Hedonism.

Festivals, art and mentoring : disseminating knowledge, enhancing skills and developing networks in regional Victoria

Many regional festivals use art as a vehicle to engage with a broader cross-section of the community; highlight the artistic talent of their region; introduce art to their region; and to distinguish theirs from others. Regional Arts Victoria and Arts Victoria recently piloted a mentoring program, Directions, for regional festivals that indicated an interest in developing their artistic direction. Three experienced artistic directors were selected to participate in the program as mentors, and each of these mentored two festival directors whose festivals are located in Regional Victoria. The aim of this paper is to highlight the potential of mentoring within the context of festival management by exploring the outcomes of Directions. A case study approach is used, and although this limits the generalisability of the results to other festivals, the information gained provides insights into managing festivals within the context of artistic direction. A number of themes emerged from the study that appear to have broadened the perspective of 'art' in those festivals participating in the program. Furthermore, the program has highlighted that while festivals and artistic directors in regional locations experience varying degrees of isolation, they have a great deal of creativity and skill. Directions provided organisers of the festivals with the confidence to make decisions that enable them to capitalise on their extant creativity and skills. Festivals are then able to be marketed against their competitors with unique selling positions, which is important for sustainability. The results obtained through the evaluation of this pilot program provide Regional Arts Victoria and Arts Victoria opportunities to effectively assess the need for such programs for festivals in regional Victoria in the future.

Analysing Anzac Day: the past, the present and future?

The aim of this paper is to identify the challenges that a social marketing campaign, which is predicated on Anzac Day and its commemorations and aimed at developing nationalistic behaviour in Australians, might face in the future. Questions posed for this paper are: Is this a viable campaign to promote nationalistic behaviour in Australia? Are there risks associated with such a campaign? In this discursive and exploratory paper Anzac Day and its commemorations are examined using generic marketing tools available to social marketers, specifically the Product Lifecycle (PLC) and consumer profiling, namely generational research. The results indicate that it is possible to predicate a social marketing campaign on Anzac Day and its commemorations to develop nationalistic behaviour in Australia, but there are some inherent risks associated with such a campaign. Issues are raised with regard to the mono-cultural nature of such a campaign; which generational segment(s) might take ownership of the commemorations in the future; and the surrounding structural and community-based strategies that will enhance such a campaign.

Personal values of international postgraduate students from Asia : a cross cultural study

Australian universities face a challenging task to service an increasingly diverse international student community in the globally competitive education market. The pressure on universities to successfully negotiate cultural diversity arising from nationality differences and to improve service quality will continue to increase with further expansions in the international student market. Such a scenario requires insights into the individual backgrounds of students. Personal values are one way in which insights can be gained of students, particularly with regard to their needs and preferences. Using Factor Analysis, ANOVA and MANOVA, this study analyses the national differences on the basis of underlying value domains of Selfefficacy, Power, Inner harmony, Aspiration and Hedonism. The results indicate significant differences in personal values amongst the student cohorts, which suggest that universities may need to adopt different approaches in servicing international students.