BRAND EQUITY OF LAHORE FORT AS A TOURISM DESTINATION BRAND

ABSTRACTStudies that measure the brand equity of destination brands by using the Customer-Based Brand Equity (CBBE) model in a developing country context are scarce. The present study investigates the destination brand equity of the Lahore Fort by employing the CBBE model in a developing country context of Pakistan. Following the positivist tradition, we adopted a survey-based approach to collect data from 237 tourists visiting the Lahore Fort. Data were collected through a questionnaire developed to explain the relationship of brand awareness, brand image, brand association, and brand loyalty with Lahore Fort’s overall brand equity. We used various robust statistical techniques such as correlation, regression and confirmatory factor analysis (using PLS method) to reach meaningful conclusions and found that brand image and brand associations positively contribute to brand loyalty. Furthermore, brand loyalty significantly contributes towards overall brand equity. Pragmatically, this study measures the customer based brand equity of the Lahore Fort, a destination brand. The results are useful as they suggest a few strategies that can help policy makers to enhance Lahore Fort’s brand performance.

D. José da Costa Nunes - A Patriarch who cared for more than souls: A case of caesaro-papism in Portuguese India, 1942-1953

É pouco conhecido que durante vários séculos e até ao fim do colonialismo português no Oriente seguiu-se a prática de enviar bispos açorianos. Eram brancos e não tinham outra língia e cultura que não fossem portuguesas. Eram critérios suficientes para serem preferidos a candidatos asiáticos mesmo com formação superior e conhecedores das línguas e culturas dos seus povos. Desconfiava-se da sua lealdade e patriotismo. Isto era particularmente crucial quando se iniciaram movimentos independentistas na Ásia. D. José da Costa Nunes é estudado neste ensaio como um paradigma desta política colonial.

Competitiveness of tourist destinations: the study of 65 key destinations for the development of regional tourism

Tourism has reached world importance in the economy. The competition in tourism has intensified between destinations, whether the destinations are cities, regions or countries. In this sense, the evaluation of the tourism competitiveness of these destinations may be helpful in planning and prioritizing actions that will benefit the industry. This article discusses the concept of competitiveness by the multidimensional view of performance, efficiency and unit analysis. Using the theoretical framework lifted, this article shows the 'Study on the competitiveness of the 65 destinations inducers of regional tourism development' prepared by the Tourism Ministry, the Brazilian Support Service to Micro and Small Enterprises (Sebrae) and Getulio Vargas Foundation (FGV), its assumptions that guided this study as well its methodological aspects. Based on this methodology, it was carried out a diagnosis of these 65 destinations selected by the Brazilian Ministry of Tourism to be inducers of tourism in their respective regions. The result of competitiveness reached by these 65 inductors destinations is presented in this article, providing a map of the level of competitiveness of tourism in Brazil.

Current trends in the global tourism industry: evidence from the United States

Tourism is one of the largest U.S. industries, serving millions of international and domestic tourists yearly. Tourists visit the U.S. to see natural wonders, cities, historic landmarks, and entertainment venues. Americans seek similar attractions as well as recreation and vacation areas. Tourism competes in the global market, so it is important to understand current trends in the U.S. travel industry. Therefore, this article offers insight into important trends and suggests strategies for policy makers involved in the travel and tourism industry.

Innovative technological capability in firms of the tourism sector: a study of the hotels in the city of Rio de Janeiro during the 1990-2008 period

This article presents the preliminary report of the research project entitled "Innovative technological capability in firms of the tourism sector: a study of the hotels in the city of Rio de Janeiro during the 1990-2008 period". The objective of this project is to apply and evaluate an analytical model of technological capability and underlying learning processes and examine the accumulation trajectory of innovative technological capability in the firms of tourism service industry, and the impact of learning processes undertaken by these firms on the technological capability levels achieved during the 1990-2008 period.

Innovation for sustainable urban tourism: some thoughts on best practice

This paper examines a series of strategic initiatives that have been undertaken by Tourism Queensland (TQ), a State Tourism Organization in Australia, to develop tourism and in particular to develop networks in tourism destinations. This paper firstly examines the nature of sustainable urban tourism (SUT) and discusses approaches to defining it. It suggests that developing SUT requires a generic approach to improving sustainable tourism operations amongst all suppliers in an urban area. Further, this approach suggests that best practice in marketing and policy development can be adopted to attract tourists to a SUT destination and examples of this approach are provided.

Higher education of tourism in Spain and its adaptation to the European higher education area

The international tourism system has deeply undergone structural changes in the last decades which not remain outside the subsystem higher education in tourism, especially in the European case. This article has two objectives: firstly, describes the European higher education area and the objectives, skills and subjects taught in the main Spanish universities that offer higher education in tourism. On the other hand, in the light of knowledge that researchers' descriptive models, provide experience of the implementation of European credit and thorough a deeply review of the literature on the topic higher education in tourism, to propose strategies that will enable other tourism higher education systems approach to the European reality. These policy proposals are aimed at agents and elements from higher education in tourism subsystem and they specifically include: the institutions providing education in tourism, the curriculum, the teaching methods, teachers and students.

Scientific research in tourism: review of the literature from 2005 to 2009

This article presents the results of a review of the literature on tourism from 2005 to 2009. Precisely, 1,648 articles were reviewed and classified into eight macro-lines of research. The content of the Strategy macro-line was analyzed in greater depth, as it was considered to be an "umbrella" for the other dimensions pertinent to tourism. The literature thus provided significant elements confirming the appropriateness of the strategic network perspective for research on sustainable tourism management, and it also helped identify the actors that are most critical for leading the development of a tourist destination.

Sustainable Tourism and Eradication of Poverty (Step): impact assessment of a tourism development program in Brazil

This paper aims to evaluate the social impacts of the Tourism Development Program (Prodetur) in the northeastern town of Porto Seguro, Bahia, Brazil. The method used is based on the difference in difference technique applied to the 1991 and 2000 Census microdata. The results suggest social advances following from poverty relief based on income - where the benefits are distributed, generally, in a relatively equal manner between the native and migrant population. There is a relative deterioration in the sanitary situation, which consists of a very serious problem in the mid- and long-term, whose costs are mostly borne by the native population. Therefore, maintaining the natural capital is the main aspect that distances Porto Seguro’s tourism supply from the concept of sustainability. The article also relies on difference in difference estimators to assess the impacts of local public policies related to the sector.

Os custos de desempenho ocultos no dia-a-dia de um restaurante

RESUMO: O desafio era mostrar aquilo que poucos vêem e ninguém mede, mas que pode ajudar a resolver muitos problemas no sector da restauração. Assim, o objectivo é identificar, analisar e mensurar os custos de desempenho ocultos no dia-a-dia de um restaurante. A síntese bibliográfica reflecte a pesquisa efectuada, visando um método que nos ajudasse a medir concretamente os disfuncionamentos que ocorrem nos desempenhos diários dos empregados de mesa de um restaurante. Descobrimos a abordagem socioeconómica de Henri Savall e o seu método de avaliação dos custos de desempenho ocultos. Explicitamos de seguida este método de Savall e apresentamos uma síntese da história do restaurante, com o intuito de mostrar que, desde o seu nascimento, o restaurante é muito mais do que um local onde vamos comer. Feito este caminho, apresentamos o restaurante de luxo que escolhemos e onde aplicámos o método de avaliação dos custos de desempenho ocultos com algumas alterações, pois originalmente este método foi desenvolvido e aplicado ao sector da Indústria. Terminamos com a explicação da forma como aplicámos o método e os respectivos resultados encontrados. Concluímos que a aplicação do método escolhido revela informações preciosas para a gestão e para a tomada de decisão e enfatiza a importância do trabalho efectuado pelos empregados de mesa no seu dia-a-dia. ABSTRACT: Our challenge was to show what few people see and nobody measures, but that can help to solve lots of problems in the restaurants line of business. Our objective is to identify, analyze and measure the performance hidden costs in the daily activity of a restaurant. The bibliography used reflects the researches made, searching for a method which would help us to measure in detail the dysfunctions which occur in the daily performance of the waiters in a restaurant. We discovered the socioeconomic approach of Henri Savall and its evaluation method of the performance hidden costs. Next, we explain Savall’s method and present a synthesis of the restaurant history with the aim to show that, since its birth, the restaurant is much more than the place where people go to eat. This path made, we present the luxury restaurant which was chosen and where we have applied the evaluation method of the performance hidden costs, with some minor changes, because originally this method was developed and applied in the Industry sector. We finalize this work with the explanation of the way how we applied the method and with the presentation of the results. We have concluded that the application of the chosen method of study reveals vital information for the management department and for the decision processes, and that it emphasizes the importance of the waiters in their daily work inside a restaurant.

O impacto da internet na gestão comercial das unidades hoteleiras portuguesas

RESUMO: O presente trabalho tem por objective o estudo da problemática das alterações induzidas pela internet na gestão comercial das unidade hoteleiras portuguesas. O estudo desenvolveu-se em duas fases. Na primeira, através de pesquisa e revisão bibliográfica, procedeu-se aà teorização dos conceitos e técnicas abordadas. A segunda assentou num trabalho de investigação realizado em duas vertentes: a primeira, onde se procurou conhecer a situação vivida através da recolha de dados sobre os sítios das unidades hoteleiras da amostra considerada; a segunda, onde se procurou, através da técnica Delphi, avaliar as perspectivas da evolução dessa mesma realidade. O trabalho realizado evidenciou que a internet, enquanto canal de comunicação e de comercialização, induziu alterações significativas, ainda que em diferentes graus, na forma de realizar a gestão comercial das unidades hoteleiras portuguesas. Alterações que se traduziram, no essencial, na: crescente importância da gestão da relação com os clientes; maior complexidade das políticas de produto e de preços; forte aceleração da acção comercial. Ou seja, a internet induziu não só a necessidade de redefinição do posicionamento das unidades hoteleiras portuguesas, bem como da forma destas realizarem o trabalho comercial. ABSTRACT: This work aims to study the issues around the changes introduced by the internet in the management of marketing of the portuguese hotel units. The study was done in two phases. First by researching and consulting the literature, setting the concepts theory and approach techniques. The second phase was based on a research work following two aspects: in the first instance trying to understand the existing situation through the collection of data regarding the location of the hotel units in the sample used; and secondly we tried, through the Delphi technique, to assess the evolution perspectives of that same reality. This study proved that the internet, as a communication and marketing channel brought about significant changes, although in various degrees, on how marketing management of the Portuguese hotel units is done. These changes were essentially reflect, the increasing importance of client relationship management; the greater complexity of the product and price policies; strong increase in the marketing action. That is, internet has not only introduced the need to redefine the standpoint of the Portuguese hotel units but also how they carry out their marketing activity.

Glauceste Saturnio e a Real Mesa Censória: uma crítica genética das Obras de Cláudio Manuel da Costa

Este artigo objetiva analisar manuscrito original das Obras de Cláudio Manuel da Costa publicadas em 1768, que passou pela Real Mesa Censória e contém vários cortes e correções. Pretende-se discutir as modificações feitas por iniciativa do poeta ou pela Mesa Censória, órgão criado por Pombal para o controle e censura das obras impressas ou em circulação no Reino, funções antes tripartidas entre o Desembargo do Paço, o Santo Ofício e o Ordinário.