The entitled tourist: The influence of psychological entitlement and cultural distance on tourist judgments in a hotel context

This research examines how a tourist’s degree of psychological entitlement (sense of deservingness) influences their responses to hotels that differ in cultural distance. Using a visit to China by Western tourists as a context, an experiment shows that entitled tourists respond more negatively to high cultural distance hotel environments compared with low cultural distance environments. Results are mediated by tourist irritation. Research contributions include demonstrating how entitlement moderates cultural distance effects, revealing tourist irritation as a mechanism that explains these effects, and showing how psychological entitlement influences how tourists react to hotel environments when visiting a foreign destination.

Innovation in medical tourism service marketing: A case of India

© 2015, IGI Global. The aim of this chapter is to critically examine the latest development of medical tourism as an innovation in India. The existing theories and concepts in medical tourism are reviewed and synthesised in order to lay down a foundation for marketing managers to deploy marketing mix strategies to deliver values to the medical tourists. A secondary research method is adapted to gather relevant literature. This chapter not only provides a background introduction to the growing importance of the medical tourism industry to the Indian economy, but also makes major contributions: firstly, that global healthcare service marketing is quite different from marketing of other services and goods. Secondly, it proposes to examine the application of 8Ps of tourism marketing-mix along with another 6Ps, such as personalisation of healthcare, publication for patient, patient packaging, patient education, patient privacy, and patient medical and cultural sensitivities for effective marketing of the popular Indian wellness and medical tourism destinations, super-speciality hospitals, and complex diagnostic tests and surgeries to the world.

A posztmodern marketing elvei és gyakorlata a turizmus piacán - Mátrix és turizmus (Theories and practice of the post-modern marketing on tourism market – Matrix and tourism)

Jelen tanulmány a posztmodern kor fogyasztási tendenciáit és a posztmodern marketing sajátos fejlődését elemzi, elsősorban a turizmus példáján. A szerzők a hazai és a nemzetközi szakirodalom, illetve saját kutatásaik és megfigyeléseik alapján ütköztetik az ismert és elfogadott elveket, elméleteket a gyakorlattal, és felhívják a figyelmet a marketingtevékenység alkalmazkodásának hazai problémáira. A Vezetéstudomány című folyóirat 2008/9. számában rendkívül érdekes tanulmány jelent meg Mitev Ariel Zoltán és Horváth Dóra tollából „A posztmodern marketing rózsaszirmai” címmel. A tanulmány előremutató, érdekfeszítő és minden tekintetben konstruktív, újszerű. Jelen tanulmány szerzőire is nagy hatást gyakorolt a cikk, nagyrészt felsorolt erényei miatt, de egyes esetekben kiegészítést kívánva. Mindenképpen inspirálta a továbblépést, az újabb adalékok megfogalmazását, amire ezúton e tanulmány szerzői kísérletet tettek. A cikk egyben szerves gondolati folytatása a szerzőpáros korábbi közös publikációinak, elsősorban a Marketing & Menedzsment folyóiratban megjelent cikknek. _______ In this article the author will analyze consumption tendencies of post-modern age, mainly using tourism marketing examples. Their analysis has been based on results of their own researches and researches published in Hungarian and international marketing literature. In this article they try to confront different theories of post-modern marketing and they will analyze problems of applicability of these theories in Hungarian marketing problem solving. An extremely interesting article was published in Vezetéstudomány (2008/9), written by Zoltán Mitev Ariel and Dóra Horváth, and this article, by its interesting, innovative and constructive aspect has largely influenced authors of present article to continue the path proposed in the abovementioned article. The article, in the same time, is an organic continuation of the earlier common publications of the authors, e.g. the recent article in Marketing & Menedzsment journal.

Perceptions of visitor relationship marketing opportunities by destination marketers : an importance-performance analysis

Customer relationship marketing (CRM) initiatives are increasingly being adopted by businesses in the attempt to enhance brand loyalty and stimulate repeat purchases. The purpose of this study was to examine the extent to which destination marketing organisations (DMOs) around the world have developed a visitor relationship marketing (VRM) orientation. The proposition underpinning the study is that maintaining meaningful dialogue with previous visitors in some markets would represent a more efficient use of resources than above the line advertising to attract new visitors. Importance-performance analysis was utilised to measure destination marketers’ perceptions of the efficacy of CRM initiatives, and then rate their own organisation’s performance across the same range of initiatives. A key finding was that mean importance was higher than perceived performance for every item. While the small sample limits generalisability, in general there are appears to be a lack of strategic intent by DMOs to invest in VRM.

Inside the pleasure dome : cultural tourism on Australia’s Gold Coast

In 2018 the City of the Gold Coast in south-east Queensland, Australia, will host the next Commonwealth Games. The City is made up a 57 km stretch of coastline and hinterland divided by a major highway. The famous surfing beaches are framed by high-rise development while the hinterland is marketed as a green, unspoilt environment. The winning bid for the Games, and discussion about future infrastructure and marketing of the region’s attributes, has focussed attention on the way City residents and policy makers think about their region in broad terms. Whereas in the past tourism marketing has been directed towards the pleasures of sun and surf by day and bright lights by night, various regional tourist stakeholders are beginning to reorient their programs. This paper considers some of the competing aims of the various stakeholders in this region and the interaction of existing ‘cultures’ with new technology and the demands of permanent residents, using data from a case study of e-literary trails developed in Brisbane, the capital city of Queensland. The importance of tourist imaginaries as a basis for using rich accounts of the past for future planning is emphasized.

Tourism TV commercials : a delicate balance between aural and visual information load

This article content analyzes music in tourism TV commercials from 95 regions and countries to identify their general acoustic characteristics. The objective is to offer a general guideline in the postproduction of tourism TV commercials. It is found that tourism TV commercials tend to be produced in a faster tempo with beats per minute close to 120, which is rare to be found in general TV commercials. To compensate for the faster tempo (increased aural information load), less scenes (longer duration per scene) were edited into the footage. Production recommendations and future research are presented.

Caso práctico: La Planificación Estratégica del Museo Guggenheim Bilbao desde una perspectiva de Marketing

[ES] La dimensión del mercado turístico y dentro de éste el mercado turístico cultural no deja de crecer y desarrollarse. En algunas regiones su importancia ha sido vital al servir como motor al propio desarrollo económico de la zona. Éste ha sido el caso del fenómeno conocido como Museo Guggenheim que ha contribuido de una forma clara e importante al desarrollo económico de la zona del Gran Bilbao y ha servido de ejemplo para intentar el mismo modelo con mayor o menor éxito en diferentes zonas de España.

How to increase and attract more tourists into Kenya throught experiental marketing

This marketing plan project is a culmination of extensive strategies with the use of experiential marketing to address issues confronting the Kenyan tourism industry in order to have a sustainable tourism sector. Following the terrorist attack carried out by Islamist militants’ belonging to al-Shabaab terrorist organization on Nairobi’s Westgate shopping mall in September 2013, tourist forecast has gone down sharply with an average of 20% fall in tourists’ arrivals which is likely to have an impact on the tourism sector in Kenya. Even before the deadly attack on Westgate, the most lethal attack by Islamist terrorists in 15 years in Kenya, the government through the Kenya tourist board had announced that in 2013 tourist arrivals were down by 12%, at 495,978, according to an October 2013 report by Bloomberg. Tourism revenues were also down by 7.4%, over FY12/13 (July-June) to reach KES96.24bn, according to a September 2013 report on the local Capital FM website. Beyond 2013, much will depend on how quickly the Kenya tourist board can regain control of the situation. The Kenyan government believes that the Westgate mall attack was a 'one-off' incident, with a low probability of a similar event happening again over the short term period. Germany, United States, United Kingdom, Australia, Italy, France and Canada continue to be the key source market however; the Kenya tourist board can make continued growth stronger from new emerging markets in order to increase new arrivals into the country. The marketing plan outlines the objectives to be implemented and provides the implementation strategy, activity plans, monitoring and evaluation plans, financial requirements projections and proposes a new structure of experiential marketing. A number of regional forces are identified that will impact tourism into the country including global, social and economic forces, emerging trends in visitor motivations and behavior, emerging forces in experiential marketing. A major component of the strategy identifies target markets for Kenya to commensurate with the level of resources that will be available for marketing and promotion, in keeping with the forces and trends identified and the nature of the Kenya tourism environment. The agreed upon target market segments are: generic/mass travel, experiential travel, creative travel, adventure seeking travel, senior/extended/long stay travel, and business related travel. The strategy phases the development of the target markets over the years of the marketing strategies in order to yield the best opportunity for results. A core activity in developing a marketing strategy is determining the nature of experiences Kenya offers in tourism. The strategy’s experience development process will continue to develop within the context of the products identified which will be promoted regionally: culture/heritage, nature, community-based. Each county in the country has a significant number of attractions and experiences and the challenge of the country is to bring these together in a creative and innovative way in order to encourage tourists to visit more than one county in Kenya.

Tourist benefits research : old and new issues and uses in a cultural tourism context

Benefits sought and gained by tourists are relevant to developing tourist markets for cultural attractions and experiences as this paper will demonstrate. The main objectives of this paper are to identify benefit variables commonly used in tourism marketing, their purpose of use, and associated issues by reviewing existing empirical research of tourism benefits and specifically examining the applications to date in cultural tourism contexts. For the benefits most commonly found in tourist benefit research and of relevance to tourists’ cultural experiences, a benefits typology from the allied area of leisure (Driver & Bruns, 1999) is applied to categorise these benefits and develop a conceptual typology for consideration. Research propositions for future research of tourists’ cultural experiences are also proposed including new uses for benefit variable dimensions.

Battlefield tourism - Anzac day commemorations at Gallipoli : an empirical analysis

This thesis used theoretical constructs of personal values, emotions, motives, event components of ceremony, transport and amenities to develop an empirical model that provided an understanding of the experiential components of the event and the antecedents associated with attendance, satisfaction and recommending behaviour of the Anzac Day Ceremonies at Gallipoli.

A general theory of tourism consumption systems: a conceptual framework and an empirical exploration

A tourism consumption system (TCS) is defined as the setof related travel thoughts, decisions, and behaviors by a discretionarytraveler prior to, during, and following a trip. Thecentral proposition of a theory of TCS is that the thoughts,decisions, and behaviors regarding one activity influence thethoughts, decisions, and behaviors for a number of other activities.Using exit interview travel data and quick clusteringanalysis, this article empirically examines seven basic TCSpropositions pertaining to decisions made once the destinationhas been selected. The findings support and extend thebasic propositions specifically indicating clear patterns inthe behaviors of visitors to Prince Edward Island, Canada.The authors conclude by recommending that this approach isuseful for tourism marketers and practitioners in general.Suggestions are provided for analyzing TCS to increase theeffectiveness of tourism marketing strategies.

Stochastic choice analysis of tourism destinations

The analysis of tourist destination choice, defined by intra-country administrative units and by product types “coastal/inland and village/city”, permits the characterisation of tourist flow behaviour, which is fundamental for public planning and business management. In this study, we analyse the determinant factors of tourist destination choice, proposing various research hypotheses relative to the impact of destination attributes and the personal characteristics of tourists. The methodology applied estimates Nested and Random Coefficients Multinomial Logit Models, which allow control over possible correlations among different destinations. The empirical application is realised in Spain on a sample of 3,781 individuals and allows us to conclude that prices, distance to the destination and personal motivations are determinants in destination choice.