A fogyasztói érték és az élmény kontextusa a turisztikai szakirodalomban (The context of consumer value an experience in tourism literature)

Tanulmányában a szerző a szakirodalomban fellelhető főbb fogyasztóiérték- és élménymegközelítéseket és kapcsolatokat mutatja be. A turizmus területére fókuszálva kitér az egyes érték és a hozzá szorosan kapcsolódó élménymegközelítéseken belül található nézetkülönbségekre és azonosságokra. A szerző célja, hogy bemutassa a turizmusszektorban tapasztalt fogyasztóiérték-megközelítések sokféleségét, alátámassza a fogalom tudományos szempontú tisztázatlanságát, valamint korábbi empirikus kutatások alapján összesítse a fogyasztói érték lehetséges dimenzióit a turizmusban. ____ In this paper, the author presents consumer value and experience approaches and connections found in literature. Focusing on the area of tourism she introduces value – experience connections, the differences and accordance among approaches of the experts, and the changes of the content of interpretations from time to time. The author set several targets with her work: introducing the diversity of consumer value approaches in tourism; proving the lack of the precisely and scientifically composed concept of consumer value; and based on former empirical researches summarizing the potential consumer value dimensions in tourism.

The commodification of culture in the Thai tourism context: a study of culinary experiences in touristic traditional markets

The purpose of the thesis is to examine the relationship between tourism and the local culture expressed in culinary experiences offered in the traditional, nostalgic-themed markets that have arisen as popular attractions in the 21 st century. Central to the thesis is an examination of how the traditional cultural values are articulated in the production, promotion and consumption of culinary experiences in order to understand the value of culture when embedded in the process of commodification, as well as to understand influential socio-cultural factors. The thesis investigates the potential of traditional markets to promote food as the main attraction in the market. Field studies were conducted from December 2012–March 2014 in eight traditional markets in the central region of Thailand. Based on the ethnographic approach in studying the narratives in the markets, a variety of methods were implemented in the process of data collection. Besides observational analysis of the venue, semi-structured interviews and the self-administered questionnaires were used to collect data from actors who engage in food experiences, including management team members, food traders and visitors. Data was also collected from interviews with officers working for Tourism Authority of Thailand (TAT).  Keys findings of the thesis reveal that the cultural expressions of food experience in each market is an outcome of both the interactions of worldviews expressed by actors involved in the traditional market and the socio-cultural condition of Thailand. The relationships between stakeholders’ attitudes towards food experiences and the commercial potentials and limitations of food were analysed. The analysis of the cultural value of culinary experiences demonstrates that the existing academic discussions of the authenticity of tourism are insightful in explaining the character of food experiences offered in this tourism scenario. Most importantly, authenticity in tourism experiences, being a desirable element in culinary experiences, is a reflection of the how the pre-modern aspect of Thai society is embraced in a contemporary context. In addition, the commodification of culinary culture generates multidimensional consequences on the value of traditional culture and local lives. Moreover, the performance of culinary experiences can be viewed from the perspective of how Thai society interacts with globalization. The thesis also points out that it is possible to compare the situation of the traditional markets with the marketing positioning of food in Thai tourism marketing policy.

The influence of online reviews on consumers’ attributions of service quality and control for service standards in hotels

Online travel reviews are emerging as a powerful source of information affecting tourists' pre-purchase evaluation of a hotel organization. This trend has highlighted the need for a greater understanding of the impact of online reviews on consumer attitudes and behaviors. In view of this need, we investigate the influence of online hotel reviews on consumers' attributions of service quality and firms' ability to control service delivery. An experimental design was used to examine the effects of four independent variables: framing; valence; ratings; and target. The results suggest that in reviews evaluating a hotel, remarks related to core services are more likely to induce positive service quality attributions. Recent reviews affect customers' attributions of controllability for service delivery, with negative reviews exerting an unfavorable influence on consumers' perceptions. The findings highlight the importance of managing the core service and the need for managers to act promptly in addressing customer service problems.

Estratégias de tradução em sites das regiões de turismo de Portugal: estudo baseado em corpus

Em Portugal, o turismo é uma actividade económica que gera ganhos significativos e a promoção turística do país no mercado externo assenta cada vez mais na criação de sites multilingues. Este artigo examina um corpus constituído por textos provenientes de sites de Regiões de Turismo de Portugal, em português, e as respectivas traduções para inglês, com o objectivo de demonstrar o modo como os tradutores adicionam informação inexistente no texto original. Através da análise desta característica específica dos sites oficiais traduzidos para promover o destino ―Portugal‖ no mercado externo pretende salientar-se a importância que as estratégias de tradução assumem no marketing do destino turístico, uma vez que a informação adicionada cria uma determinada imagem de uma região. Em termos teóricos e metodológicos, este artigo enquadra-se no âmbito da Linguística de Corpus.

Estratégias de tradução em sites das regiões de turismo de Portugal: estudo baseado em corpus

Em Portugal, o turismo é uma actividade económica que gera ganhos significativos e a promoção turística do país no mercado externo assenta cada vez mais na criação de sites multilingues. Este artigo examina um corpus constituído por textos provenientes de sites de Regiões de Turismo de Portugal, em português, e as respectivas traduções para inglês, com o objectivo de demonstrar o modo como os tradutores adicionam informação inexistente no texto original. Através da análise desta característica específica dos sites oficiais traduzidos para promover o destino ―Portugal‖ no mercado externo pretende salientar-se a importância que as estratégias de tradução assumem no marketing do destino turístico, uma vez que a informação adicionada cria uma determinada imagem de uma região. Em termos teóricos e metodológicos, este artigo enquadra-se no âmbito da Linguística de Corpus.

El Branding a les empreses familiars turístiques: El cas del Grup Mas de Torrent

El projecte estudia la influència de la família en el procés de creació d’una marca cooperativa (branding) d’una empresa familiar turística, així com en l’activitat empresarial que desenvolupa. Aquest es centra en el Grup Mas de Torrent

Anàlisi de la imatge turística percebuda pels agents orgànics: El cas de Girona

Anàlisi empírica de la imatge turística de la ciutat de Girona que transmeten els agents orgànics mitjançant els blogs d’Internet i, a partir d’aquí, deducció de quina és la imatge percebuda pels turistes potencials

Pla de màrqueting de l’hotel Moments de Film

Treball sobre la creació d’un pla de màrqueting d’un hotel temàtic fictici. Aquest sorgeix d’un objectiu secundari fruit d’una motivació personal amb interès cap a la coneixença dels hotels temàtics, que responia a les següents preguntes: Què és un hotel temàtic? Quins tipus d’hotels temàtics podem trobar? Quan sorgeixen els hotels temàtics? El Pla de Màrqueting representa el desenvolupament d’una idea creativa, imaginant que els hotels poden ser molt més que un simple allotjament. Poden esdevenir llocs que poden conduir cap al món de les sensacions i de les experiències úniques

L'evolució dels models de turisme litoral: el Regne Unit, la Costa brava i Cuba

La tesi es centra en una anàlisi prèvia de les implicacions de la teoria del cicle de vida aplicada a les destinacions turístiques pel geògraf canadenc Richard W. Butler (1982) i en un estudi del significat de l'aparició del postmodernisme i les seves repercussions en el turisme, a la vegada que es resegueix la història que ha fet possible l'aparició del turisme massificat de sol i platja. Tot això és la base teòrica imprescindible per poder estudiar empíricament les destinacions de Saltburn (Regne Unit), l'Estartit (Costa Brava) i Cayo Coco (Cuba), utilitzant el cicle de vida per escriure la seva història i veure les polítiques de desenvolupament i regeneració turística que s'han seguit i si aquestes es poden qualificar de postfordistes. La principal conclusió és que el concepte del cicle de vida es limita a ser una eina de diagnòstic a posteriori. El cicle de vida, com a instrument prescriptiu, no serveix. Es específic per a cada destinació, amb unes etapes i punts d'inflexió que només es poden establir en restrospectiva. El cicle de vida és una eina descriptiva molt útil per entendre l'evolució de les destinacions turístiques i els seus mercats, però vigilant de no caure en falses exploracions o perillosos determinismes.

Avaliação dos sítios dos hotéis de 4 e 5 estrelas da cidade de Lisboa

O uso da internet é cada vez mais comum. A inovação neste ramo da tecnologia é vertiginosa surgindo, dia após dia, novos componentes, com novas características. A internet teve o crescimento mais rápido da história e a sua taxa de penetração não se compara com a de qualquer outro meio de comunicação. Paralelamente a esta evolução ocorre a evolução dos mercados e o mercado turístico não é excepção, sendo o crescimento da importância do comércio electrónico através da internet, um dos factores dessa evolução. Também para a hotelaria os sítios são hoje em dia uma importante ferramenta de promoção e vendas. Neste artigo, elaborado no âmbito da unidade curricular de Gestão Hoteleira, do 1º Ciclo em Turismo, da Universidade Lusófona de Humanidades e Tecnologias é apresentada uma avaliação dos sítios dos hotéis de 4 e 5 estrelas, da cidade de Lisboa realizada através de um modelo de observação directa concebido pelos Autores. Os resultados obtidos apontam para a necessidade de os hotéis estudados melhorarem a performance dos respectivos sítios de forma a melhor explorarem as potencialidades destes, enquanto uma ferramenta de marketing.

Cross-cultural research issues in developing international tourist markets for cultural events

Cross-cultural issues and research are fundamental to much tourism marketing and especially to developing international tourist markets for cultural events and festivals. With increasing globalization aided by developments in travel and information technology, growing international tourist markets present potentially significant and increasing market opportunities for cultural events throughout the world. In an increasingly competitive marketplace, in order to attract tourist markets, events and festivals need an understanding of these markets and the relevant marketing theories, practices, and strategies. Understanding tourists’ motivation and behavior is essential to identifying attractive tourist market segments in the first instance and then to developing appropriate marketing strategies to attract these segments. Within this environment, the importance of cross-cultural issues and research to tourism marketing and the development of tourist markets are apparent, and yet cross-cultural tourism research to date has been limited. Cross-cultural tourism research in relation to cultural events is even more limited. Cross-cultural tourism marketing research also presents some unique challenges, numerous environmental and methodological problems, and associated costs. These numerous problems, challenges, and costs may in their own right prevent cross-cultural issues and problems from being investigated. Some of these problems can also make the results of some of the existing crosscultural research suspect. Such problems could well account for the limited amount of cross-cultural tourism marketing research that has been undertaken, even though the potential benefits from such research can be great. This article examines the use and application of cross-cultural tourism research by cultural events. It also outlines some of the unique challenges, issues, and problems that need to be addressed in future crosscultural tourism marketing research to improve its application, use, and findings, and ensure the benefits outweigh the costs.

Influência dos intermediários de distribuição de produtos turísticos no processo de decisão do meio de hospedagem pelo consumidor

This study examines the complex hotel buyer decision process in front of the tourism distribution channels. Its objective is to describe the influence level of the tourism marketing intermediaries, mainly the travel agents and tour operators, over the hotel decision process by the buyer-tourist. The data collection process was done trough a survey with three hundred brazilian tourists hosted in nineteen hotels of Natal, capital of Rio Grande do Norte, Brazil. The data analysis was done using some multivariate statistic techniques as correlation analysis, multiple regression analysis, factor analysis and multiple discriminant analysis. The research characterizes the hotel services consumers profile and his trip, and identifying the distribution channels used by them. Furthermore, the research verifies the intermediaries influence exercised over hotel buyer decision process, looking for identify causality relations between the influence level and the buyer profile. Verifies that information about hotels available on internet reduces the probability that this influence can be practiced; however it was possible identifying those consumers considers this information complementary and non-substitutes than the information from intermediaries. The characteristics of the data do not allow indentifying the factors that constraint the intermediaries influence neither identifying discriminant functions of the specific distribution channel choice by consumers. The study concludes that consumers don t agree in have been influenced by intermediaries or don t know if they have, still considering important to consult them and internet doesn t substitute their function as information source

Analysing three basic decisions of tourists: going away, going abroad and going on tour

This study analyses determinant factors in the taking of three basic decisions on the part of holidaymakers: going on holiday, foreign holidays and multi-destination holidays. We propose various research hypotheses relating to the impact on these decisions of various personal characteristics. The methodology used estimates various Binomial Logit models. The empirical application carried out in Spain on a sample of 3,781 individuals allows us to conclude that personal characteristics related to the chosen destination, personal restrictions and socio-demographic and psychographic characteristics are determinants of these decisions.