Recruitment advertising and corporate image : The HRM-marketing interface

Extended abstract.

Forecasting tourism demand to Catalonia: neural networks vs. time series models

The increasing interest aroused by more advanced forecasting techniques, together with the requirement for more accurate forecasts of tourismdemand at the destination level due to the constant growth of world tourism, has lead us to evaluate the forecasting performance of neural modelling relative to that of time seriesmethods at a regional level. Seasonality and volatility are important features of tourism data, which makes it a particularly favourable context in which to compare the forecasting performance of linear models to that of nonlinear alternative approaches. Pre-processed official statistical data of overnight stays and tourist arrivals fromall the different countries of origin to Catalonia from 2001 to 2009 is used in the study. When comparing the forecasting accuracy of the different techniques for different time horizons, autoregressive integrated moving average models outperform self-exciting threshold autoregressions and artificial neural network models, especially for shorter horizons. These results suggest that the there is a trade-off between the degree of pre-processing and the accuracy of the forecasts obtained with neural networks, which are more suitable in the presence of nonlinearity in the data. In spite of the significant differences between countries, which can be explained by different patterns of consumer behaviour,we also find that forecasts of tourist arrivals aremore accurate than forecasts of overnight stays.

Advertising in Mobile Games - A Business Model Evaluation

Tämän tutkimuksen tavoitteena oli selvittää kuinka houkuttelevan liiketoimintamahdollisuuden mobiilipelit tarjoavat mainostusalustana. Tutkimus suoritettiin tapaustutkimuksena. Tutkimus aloitettiin määrittelemällä liiketoimintamalli, jonka jälkeen suoritettiin yleinen katsaus Suomen mobiilipelimarkkinoille. Tämän jälkeen arvoketju-, arvoverkko- sekä markkina-analyysin avulla selvitettiin liiketoimintamallin mahdollisuudet sekä rajoitukset. Tutkimukseen käytettiinteorettista viitekehystä joka pohjautui Hamelin liiketoimintamalliin, Porterin arvoketjuun sekä Alleenin arvoverkoon. Tutkimuksen tuloksena todettiin, että mainostaminen mobiilipeleissä tarjoaa liiketoimintamahdollisuuden ilman esteitä sentoteuttamiselle. Suomalaiset mobiilipelimarkkinat ovat kuitenkin pirstoutuneet,minkä johdosta tutkittu 'mainosten hallinta-alusta'-liiketoimintamalli aiheuttaa liian suuret integraatiokustannukset. Myös suuri määrä pelitoimittajia heikentää mallin tehokkuutta.

Direct to consumer advertising : the case for greater consumer control

A nyone traveling to the United States from countries other than New Zealand will be surprised by the prevalence of health-related advertisements on television, including ads for drugs. Typically, these TV ads follow a pattern: an ad for a burger at only 99 cents, followed by one for a proton-pump inhibitor, then an ad on healthy home-cooked food delivered directly to your home and an ad for a home-based abdominal workout DVD, followed by an ad for a lipid-lowering drug. There are, however, nuances. After 8 pm, the visitor might encounter an ad for the "little blue pill." This sequence sometimes includes an ad featuring antihistamines for allergic rhinitis in spring and one promoting antidepressants in the winter. Such direct-to-consumer advertising (DTCA) of prescription drugs is usual business in the United States and New Zealand but is prohibited in the rest of the world. Why? Because DTCA for prescribing drugs has pros and cons (discussed elsewhere,1-3 including in JGIM4) that are balanced differently in different countries. Constitutional factors-such as the First Amendment protections on speech, including commercial speech, in the United States5 -as well as patient and population safety considerations, which all differ across countries, modulate reactions to DTCA. Additionally, lack of robust data on the impact of DTCA on prescription drug use adds to the confusion. Evidence, though limited, suggests that DTCA increases drug sales. However, whether the increase in sales corrects existing underuse or encourages over/misuse is not clear.

Internet Advertising Planning Process

The objective of this Master’s Thesis was to develop an Internet advertising planning process. After the process had been created, it was compared to case-companies. Case-companies Sek & Grey and Hasan & Partners are the biggest advertising agencies in Finland. Case companies Dagmar and OMD Finland are the biggest media agencies in Finland. Eera Finland completed Sek & Grey´s view of the Internet advertising. Eera Finland is one of the most successful consulting agencies in Finland. In the theoretical part of this thesis, an advertising planning process, used for traditional media, was researched. Because Internet is a global medium, the influence of global advertising on Internet advertising has also been examined. Internet has important characteristics that affect the advertising process. The qualitative part of the study was implemented by interviewing these case-companies. The study used Yin’s ´multiple-case unit of analysis´ approach. Empirical part presented a four companies way to do Internet advertising. Their Internet advertising models were based on advertising processes used for traditional media. Case-companies Internet advertising models and the way to practice Internet advertising are very similar. The final chapter in the end concluded the main findings, theoretical contribution, managerial implications and suggested subjects for further research.

Forecasting tourism demand using consumer expectations

Abstract Purpose- There is a lack of studies on tourism demand forecasting that use non-linear models. The aim of this paper is to introduce consumer expectations in time-series models in order to analyse their usefulness to forecast tourism demand. Design/methodology/approach- The paper focuses on forecasting tourism demand in Catalonia for the four main visitor markets (France, the UK, Germany and Italy) combining qualitative information with quantitative models: autoregressive (AR), autoregressive integrated moving average (ARIMA), self-exciting threshold autoregressions (SETAR) and Markov switching regime (MKTAR) models. The forecasting performance of the different models is evaluated for different time horizons (one, two, three, six and 12 months). Findings- Although some differences are found between the results obtained for the different countries, when comparing the forecasting accuracy of the different techniques, ARIMA and Markov switching regime models outperform the rest of the models. In all cases, forecasts of arrivals show lower root mean square errors (RMSE) than forecasts of overnight stays. It is found that models with consumer expectations do not outperform benchmark models. These results are extensive to all time horizons analysed. Research limitations/implications- This study encourages the use of qualitative information and more advanced econometric techniques in order to improve tourism demand forecasting. Originality/value- This is the first study on tourism demand focusing specifically on Catalonia. To date, there have been no studies on tourism demand forecasting that use non-linear models such as self-exciting threshold autoregressions (SETAR) and Markov switching regime (MKTAR) models. This paper fills this gap and analyses forecasting performance at a regional level. Keywords Tourism, Forecasting, Consumers, Spain, Demand management Paper type Research paper

Integroitua ilmoittelua? Case:Etelä-Karjalan primääriset matkailuyritykset

Tutkielmassa selvitettiin kuinka integroitua Etelä-Karjalassa sijaitsevien primääristen matkailuyritysten ilmoittelu heterogeenisille massoille suunnatuissa alue-esitteissä on ja millaiset seikat vaikuttavat integroinnissa onnistumi-seen. Lisäksi selvitettiin mitä lisäarvoa alue-esiteilmoittelun avulla saadaan yrityksen markkinointiviestintään. Tutkimus suoritettiin kahdessa eri vaiheessa. Kvantitatiivisen kirjoituspöytätutkimuksen avulla analysoitiin ensin 83 eteläkarjalaisen matkailuyrityksen alue-esiteilmoittelua vuosina 2002-2004. Kvantitatiivisen kirjekyselyn avulla selvitettiin sitä miten integrointi otetaan yrityksissä huomioon markkinointiviestintäpäätöksiä tehtäessä. Eteläkarjalaisten matkailuyritysten markkinointisuunnittelu on yleisellä tasolla lyhytjänteistä ja epäsystemaattista. Suunnitelmat laaditaan vain harvoin kirjallisessa muodossa. Markkinointiviestinnässä ja ilmoittelussa huolehditaan integroinnista kuitenkin hyvin ja ilmoittelun peruselementit osataan säilyttää samana sekä lyhyellä että pitkällä aikavälillä. Ilmoittelussa säilyvät parhaiten samana yrityksen logot ja ilmoitusten yleisilme. Vain harvoin yritysten ilmoittelussa eri alue-esitteissä ei ole mitään yhteistä. Lyhyellä tähtäimellä eniten integrointiongelmia aiheuttaa esitteiden ilmestyminen eri aikaan vuodesta ja ilmoituksen lyhyt suunnitteluaikataulu. Sekä lyhyellä että pitkällä tähtäimellä integrointiongelmia aiheuttaa se, että osa esitteistä on sanomalehti- ja osa aikakauslehtityyppisiä. Alue-esiteilmoittelu lisää yrityksen tunnettuutta sekä matkailijoiden että paikkakuntalaisten keskuudessa. Sen avulla tavoitetaan viime hetkessä ostopäätöksensä tekevät, jo paikkakunnalla olevat matkailijat, erityisesti ulkomaalaiset matkailijat.

The impact of inbound demand on price levels in tourism municipalities : Empirical evidence from Catalonia

It is usually argued that tourism exerts negative economic impacts in host jurisdictions through the increase in prices linked to increasing demand for basic services and goods from tourists. This paper surveys 149 products in 45 tourism and non-tourism jurisdictions in Catalonia (which represent a total of 18,500 prices) in order to test empirically several hypotheses related to differences in price levels in tourism and non-tourism jurisdictions. The main results show that prices in tourism jurisdictions are not significantly higher than those in non-tourism ones. The analysis suggests that tourists are likely to pay higher prices than natives for some products

How Important to a City Are Tourists and Daytrippers? The Economic Impact of Tourism on The City of Barcelona

In this paper, we devise a methodology that is able to objectively quantify the impact of tourism on the urban economy. This methodology takes various dimensions into account. First, to analyse the impact at sectoral level, it should bear in mind that tourism is a cross-sectional activity which affects many sectors, both directly and indirectly. Therefore, it is important to consider the impact of urban tourism on sectors traditionally defined as tourism-related, -that is, hotels, restaurants, shops, etc.- but also its impact on other sectors -for instance, textiles, food, construction, to name only a few- due to the intersectoral relationships that emerge. Second, we need to calculate the percentage of the turnover of each sector that is due to the tourism industry. Third, it is important to establish the geographic distribution of this impact: how is the effect shared between the city and its neighbouring areas QUESTION Finally, the effect of urban tourism should be quantified not only in terms of turnover, but also in terms of its contribution to GDP and employment.

Tourism Demand in Catalonia: detecting external economic factors

There is a lack of studies on tourism demand in Catalonia. To fill the gap, this paper focuses on detecting the macroeconomic factors that determine tourism demand in Catalonia. We also analyse the relation between these factors and tourism demand. Despite the strong seasonal component and the outliers in the time series of some countries, overnight stays give a better indication of tourism demand in Catalonia than the number of tourists. The degree of linear association between the macroeconomic variables and tourism demand is also higher when using quarterly rather than monthly data. Finally, there are notable differences between the results obtained for the different countries analysed. These results indicate that the best way to model tourism demand in Catalonia is to specify a quarterly model of overnight stays, differentiating between an aggregate demand model for the total number of tourists and specific models for each of the countries analysed.

Managing induced tourism image : relational patterns and the life cycle

The tourism image is an element that conditions the competitiveness of tourism destinations by making them stand out in the minds of tourists. In this context, marketers of tourism destinations endeavour to create an induced image based on their identity and distinctive characteristics.A number of authors have also recognized the complexity of tourism destinations and the need for coordination and cooperation among all tourism agents, in order to supply a satisfactory tourist product and be competitive in the tourism market. Therefore, tourism agents at the destination need to develop and integrate strategic marketing plans.The aim of this paper is to determine how cities of similar cultures use their resources with the purpose of developing a distinctive induced tourism image to attract tourists and the extent of coordination and cooperation among the various tourism agents of a destination in the process of induced image creation.In order to accomplish these aims, a comparative analysis of the induced image of two cultural cities is presented, Girona (Spain) and Perpignan (France). The induced image is assessed through the content analysis of promotional brochures and the extent of cooperation with in-depth interviews of the main tourism agents of these destinations.Despite the similarities of both cities in terms of tourism resources, results show the use of different attributes to configure the induced image of each destination, as well as a different configuration of the network of tourism agents that participate in the process of induced image creation

The role of the tourism sector in economic development. Lessons from the Spanish experience

Tourism is one of the most important sectors in the global economy and is considered an efficient tool with which to promote economic growth. The case of Spain¿s economy is well known in this respect; in fact, widespread consensus exists on the part played by tourism in enhancing the industrialisation process in Spain and the part played by foreign currency receipts from tourism in financing the imports of capital goods, which made the expansion of manufacturing possible. This paper aims to assess the real role of foreign currency receipts from tourism in Spain¿s economy from 1960 to the present. The results of Spain¿s experience may well help to guide policy decisions in developing countries in similar circumstances.

The role of the tourism sector in economic development. Lessons from the Spanish experience

Tourism is one of the most important sectors in the global economy and is considered an efficient tool with which to promote economic growth. The case of Spain¿s economy is well known in this respect; in fact, widespread consensus exists on the part played by tourism in enhancing the industrialisation process in Spain and the part played by foreign currency receipts from tourism in financing the imports of capital goods, which made the expansion of manufacturing possible. This paper aims to assess the real role of foreign currency receipts from tourism in Spain¿s economy from 1960 to the present. The results of Spain¿s experience may well help to guide policy decisions in developing countries in similar circumstances.

Tourism and Exports as a means of Growth

This study expands existing research by considering both exports and tourism as potential influencing factors for economic growth. While trade of goods has been proven as a means of growth for countries, inbound tourism as non-traditional exports, has been scarcely examined in the literature. Using data for Italy and Spain over the period 1954-2000 and 1964-2000 respectively, both exports of goods and tourism exports are included in the same model. Standard cointegration and Granger causality techniques are applied. The main results reveal the significance of both exports and tourism towards longterm growth with some peculiarities for each country.