Symbolic consumption of tourism destination brands

Electronic word-of-mouth (eWOM) is recognised as a means of interpersonal communication and a powerful marketing tool. However, previous studies have focussed on related motivations, and limited attention has been given to understanding the antecedents of eWOM communication behaviour in the travel industry. This study proposes a full and partial mediation model, which brings together for the first time three key antecedents: adoption of electronic communication technology, consumer dis/satisfaction with travel consumption experience, and subjective norm. The model aims to understand the impact of these antecedents on travellers' attitude towards eWOM communication and intention to use eWOM communication media. The data were collected from international travellers (n = 524), and structural equation modelling is used to test the conceptual framework. The findings of the study suggest that overall attitude towards eWOM communication partially mediates the impact of the traveller's adoption of electronic communication technology and subjective norm, and fully mediates the impact of consumer dis/satisfaction with travel consumption experience on travellers' intention to use eWOM communication media.

The Role of Gay Spaces for a Gay Destination : Gay Tourism in Gran Canaria

This thesis has the aim to evaluate the role of gay spaces in Gran Canaria as a gay tourists destination with particular reference to gay exclusive resorts. The validation of the gay identity is a key motivation for homosexuals to travel, in order to connect with other homosexuals and experience the gay life that they might not be able to experience at home. Gay spaces have been defined both as liberated areas as well as ghettos, where the homosexuals are, in a way, restrained. The method chosen, a small number of semi- structured interviews with managers of gay exclusive resorts in Maspalomas, the hub of gay life in Gran Canaria, where major LGBT events are held, there is a gay friendly environment, a thriving gay scene and many gay exclusive resorts. In the case of Gran Canaria the gay-specific offer is complementary to the ‘regular’ tourism offer, as they coexist, complement and at times overlap. Nevertheless the gay centric holiday is still predominant amongst gay men, and it is likely to continue to be according to the informants. This is because gay tourists seek freedom and a sense of inclusion that they would not be able to find in mixed environments.

Student satisfaction in tourism education : The case of Dalarna University, Borlänge, Sweden

The students' expectations must be met to ensure their overall satisfaction. Because of this student satisfaction has become a measurement tool with which the universities can compete against each other in order to attract potential students and also a higher level of internal and external funding. This thesis deals with students' overall satisfaction in tourism education at Dalarna University in Sweden. It is important to understand what it takes for the universities to be able to produce a motivated workforce for the communities and how satisfied students could help in achieving this goal. Sweden was selected because of the recent introduction of tuition fees, in 2010, which has made it even more crucial to understand the factors affecting students' satisfaction. The method chosen for conducting this study was a questionnaire where the students of Dalarna University were asked to rate different aspects of their overall experience on a Likert scale. The research was conducted via Facebook and email questionnaire. The results show different levels of satisfaction based on the tourism programmes and gender for example. The major finding from this research implicate that the social conditions and surrounding city categories are the most influential when it comes to the overall satisfaction of students at Dalarna University. The results give the university and the city of Borlänge an insight on issues that really matter to the students and how to improve them.

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.

Don't rain on my parade : barriers to ecological tourism

This research investigates the perceived risks and perceptions of visitor experiences associated with visitation to an ecological tourist destination. The research identified a significant consumption barrier which appeared to impact significantly and reflect juxtapositions with regard to tourists’ perceived (reflective) and lived (responsive) experiences with the tourist attraction. The conflicting reports of the “over-commercialisation” of the attraction and the enjoyment of the natural experience recorded at varying recollection periods, provided valuable insight into tourist consumption barriers to the establishment of relational bonds between tourists and ecological tourist attractions.

The group purchasing process : an investigation into the influence of the facilitator in alpine tourism

Group travel is a common feature of all tourism markets and can vary from the familiar peer group/common purpose associations of the football and cricket followers to the non-familiar co-operative travel group of the under 35 year olds bus adventures throughout Europe. This study investigates the nature of social group travel in alpine tourism. It specifically examines the phenomena of the "group facilitator"; the person within the group who takes a major role in the travel decisions and organisation on rehalf of all the other members in the travel party. The specific activities of this "group facilitator" and the role of opinion leadership, information search, organisation process, previous experience, relationship ties between the group members are examined. The 'facilitator' also influences other individuals' decision to participate who delegate selection of destination to this person as well. The 'facilitator' has many of the characteristics of an opinion leader and was recognised by group participants as a major source of information about the destination. The findings of the study have important implications for tourism marketers as they highlight an opportunity to reach many potential travellers by directly targeting one key influencer and decision maker.

Long term benefits of visitor monitoring : an Australian experience

Abstract - Parks Victoria manages Victoria's (Australia) national, state and urban parks. These parks make up approximately 17% of the state's area and annually receive 45.3 million visits. Parks Victoria has been dedicated to the development of scientifically sound methods for monitoring visitors and the community since 1994. The three main ongoing monitoring streams are: visit quantities, community perceptions of management and visitor experience (Visitor Satisfaction Monitor). Accumulated research data from the Visitor Satisfaction Monitor (VSM) has been used to profile and refine the organisation's understanding of its various park visitors. After 10 years that data has matured to produce a comprehensive visitor-product market segmentation. Over 11,000 interviews at 34 major parks (including 68 visitor sites) between 2000 and 2004 were used to group park visitors into seven segments. The segments are Nature Admirers, Urban Socials Trail Users, Passives and Other Users, Activity Centrics, Access Made Easy and Country Vacationers. Each park visitor segment, or group, had substantial differences from the other groups, while the individuals within each segment had much more in common; Nature Admirers visit in small groups for a short spectacular scenic experience whereas Urban Socials visit in large groups for half-day social interactions such as birthday parties and picnics. Further analyses have been conducted to identify individual sub-segments within each of the major segments. These sub-segments provide detailed information that can be used for the future development of parks and associated services. Subsequent analysis using Structural Equation Modelling provides evidence that the relationships between services and satisfaction are better understood when considering segments. Parks Victoria has been using segments in park management applications such as wild fire recovery plans, tourism strategy formulation, park management planning and visitor risk management. It has proved to be an efficient and effective systematic way of meeting visitor needs.

Modelling dimensionality of cultural experience attitudes for international tourists

This empirical research of tourists’ cultural experiences aims to advance theory by developing a measurement model of attitudes towards attending cultural experiences for a sample of international tourists visiting Melbourne, Australia. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to cross-validate the underlying dimensionality structure of cultural experience attitudes in the model. A five-factor model was extracted from the EFA and some further modifications were required to establish discriminant validity. A four-factor model was retained in the CFA, which included three factors based on a liking for different types of cultural experiences and one factor indicating that social interaction was the most liked socio-psychological attitude towards attending cultural experiences. Although the sample were all English-speaking international tourists, cross-cultural validation of the model was also examined for factor configural and metric invariance of the measurement model as there were three different groups of international tourists within the sample: North Americans; New Zealanders; and tourists from United Kingdom and Ireland. This measurement structure was found to be relatively invariant for the factor loadings across the three groups of international tourists.

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.

Pre- and posttrip factors influencing the visitor experience at a battlefield commemorative event : Gallipoli, a case study

Battlefield tourism is a major component of national and international tourism. This article sets out to provide a holistic understanding of the preevent factors influencing attendance at an event commemorating a famous World War I battle and to follow the cycle through to gain an understanding of what postevent factors influence event satisfaction and how this translates into recommending behavior. The Anzac Day commemorative event at Gallipoli, Turkey, provides the backdrop for this study. A two-step process was used to gather information from Australians partaking in the Gallipoli commemorations in 2007. A preevent questionnaire was distributed to a convenience sample of respondents while they were in transit from Istanbul to Gallipoli for the commemoration. In total, 482 preevent questionnaires were obtained. Step two of this process saw an exit questionnaire administered to a convenience sample of participants on the return journey to Istanbul, resulting in 331 completed postevent questionnaires. The pre- and postevent datasets were separately analyzed using factor analysis and structural equation modeling (SEM) where appropriate. The findings highlight the role of various event attributes, most prominently the ceremonial and experiential aspects of the Anzac Day commemorations, in encouraging visitor satisfaction and further flow-on effects for recommending behavior.

Seeking romance and a once in a life-time experience : considering attributes that attract honeymooners to destinations

Couples on their honeymoon represent a vital part of the tourism market. Since the destination decision for honeymooners is a joint decision, paired in-depth interviews were conducted with ten British couples to explore their honeymoon destination decision making. The themes that arose from this qualitative study were consistent with more general studies on destination choice, including: culture, natural environment, and accommodation. New themes developed from the research included familiarity, romance, and budget. The results indicate that couples were more likely to stretch their budget for a honeymoon, or appear to be less concerned about the cost of their trip, as many see it as a once in a lifetime experience. This indicates that this valuable segment ofthe market should be further explored.

Evoked emotions : textual analysis within the context of pilgrimage tourism to Gallipoli

This chapter focuses on tourism from Australia to Gallipoli to attend Anzac Day commemorations. The research examines diary excerpts of tourists to Gallipoli using theory on emotions to gain insights into the consumption experience. We describe this tourist experience as a pilgrimage, as it is purposeful and is aimed at reaching a specific destination that has spiritual meaning for the consumer. We found that this tourist experience elicits both positively and negatively valanced emotions. The findings highlight that not all tourism experiences elicit hedonically related emotions; however, the outcome of the experience can be positive. Further research on emotions that explores this paradox between emotions in consumption and emotions in post-consumption will assist to understand the ways in which consumers process their emotions within this context.

Understanding user participation in Australian Government tourism Facebook page

With Facebook being the largest social network site (SNS), can government use Facebook (FB) to increase citizen participation in delivering and promoting their services? This paper presents the case of government use of social media for tourism to provide a general understanding online government and user participation in the Tourism government FB page. This is a case study research into the government FB page of Tourism Australia. FB page wall posts and comments are analysed quantitatively using content analysis to determine what type of online participation is visible in these sites and what the agencies are trying to achieve. Further, the paper employed a spectrum of online engagement matrix to identify the type of engagement being attained by the page. Findings show that the page has successfully served as a platform for its audience to share their Australian experience and it is being used for the purpose of announcing, informing and involving type of online engagement. This is an example of a crowdsourcing endeavour where tourism experiences and stories and pictures are being sourced from public. The research contributes to gaining a better understanding of government FB phenomenon, in particular for Australian context.

Deep in the desert: merging the desert and the spiritual through 4WD tourism

Our paper positions four-wheel drive (4WD) travel into the Australian desert by veteran or dedicated travellers as a spiritual experience in three ways: by considering the desert itself as a sacred space; the experience of such a journey as a form of ‘nature religion’; and by viewing the actual journey itself as pilgrimage. Our argument is informed by interviews with expert 4WDers to the desert. Our study might be useful in designing sustainable strategies for 4WD desert tourism, as well as for scholars from a variety of disciplines such as sustainability and environment studies, religious studies and tourism studies, to name a few.