Search results for "Tourism Marketing"
showing 10 items of 11 documents
Investigación internacional en marketing turístico: análisis de contenido sobre temas y metodologías
2008
Con los objetivos de (1) determinar los temas más recurrentes en la literatura de marketing turístico y su ámbito de aplicación, intentando identificar futuras líneas de investigación, y (2) analizar la orientación metodológica de los mismos, se realizó una investigación centrada en el análisis de contenido de 269 artículos de marketing turístico publicados en las principales revistas internacionales especializadas en el periodo 2004-2006. Los resultados obtenidos por tres jueces independientes destacan el papel central del comportamiento del turista, siendo las estrategias de marketing el segundo tema más estudiado. En cuanto al subsector, casi la mitad de los trabajos de marketing turísti…
Challenges of tourism development in winter sports destinations and for post-event tourism marketing: the cases of the Ramsau Nordic Ski World Champi…
2013
Previous research on winter sport destinations which have hosted big sport events suggested that there is a gap between the relevance of the systematic considerations of the specific challenges of tourism destination marketing and common practice. The study therefore investigates through individual interviews with key stakeholders (1) the level of agreement with central theoretical statements among stakeholders and key decision-makers at the Austrian destinations Ramsau (a traditional Nordic destination) and St Anton (a traditional Alpine destination) and (2) the relevance of this knowledge to the practical work of the key decision-makers at the destinations. The results show that there is …
The “Sun and Beach” tourism destination image: An application to the case of Cuba from the Spanish tourist‐origin market
2004
The research steam on tourism destination image, begun in the late 1960s, has been essentially operational in its approach, and only occasionally strategic. Aspects relating to the image of tourism destinations still constitute a relatively unexplored line of research. This paper, first establishes specific conceptual and methodological approaches, to enable us to rigorously study and evaluate the image of what we understand as a tourism destination characterized by “sun and beach”. It then applies this methodological proposition to a number of destinations in the Caribbean, focusing on the case of Cuba from an important tourist‐origin market for this destination, Spain.
Tourism marketing and local celebrations: A case study in Valencia’s Fallas
2020
El artículo pretende mostrar la necesidad de emplear estrategias de marketing turístico en la oferta de la Fiesta de las Fallas que tienen lugar en Valencia (España), declaradas Patrimonio Cultural Inmaterial de la Humanidad en 2016. Se desarrolla la teoría acerca de esta herramienta, argumentando las características y capacidades del evento y fundamentando su importancia como pieza clave en el desarrollo del turismo cultural valenciano. Los datos recogidos y las entrevistas abiertas realizadas manifiestan que la Fiesta de las Fallas debe considerarse un producto turístico y emplear estrategias que muestren la autenticidad y singularidad de Valencia como destino turístico. The article aims …
The impact of IMC consistency and interactivity on city reputation and consumer brand engagement: the moderating effects of gender
2019
The impact of Integrated Marketing Communications (IMC) has not received sufficient attention in the tourism marketing literature. The objective of this paper is to propose and empirically test a m...
Experimenting Through Neuromarketing to Measure the Impact of Spanish Cultural Heritage
2020
This is the continuation of a study based on the traditional image model of destination, formed by the constructions of cognition, emotion, and image. The objective is to study the model through a deconstruction in all forms through the application of neuroscience, a system of structural equations, virtual reality, and the Spanish architectural and cultural heritage as a stimulus. Variables were studied with an electroencephalogram through brain bioelectric wave responses, alpha and beta. The deconstruction of the image model consists of evaluating the hypotheses of the traditional image model of the destination in all its possible forms, giving rise to 3 models. Model 1. When cognition is …
Limitations of Cross-Cultural Customer Satisfaction Research and Recommending Alternative Methods
2004
SUMMARY Cross-cultural research in tourism is receiving increasing attention from academics. Little, however, has been done with regard to the assessment of cultural differences in tourist satisfaction. Research in tourism marketing has recognized the need for further research in cross-cultural satisfaction research, and specifically, in equivalence issues regarding the measurement of tourist satisfaction. Consequently, the aim of this conceptual paper is to focus attention on the importance of exploring cross-cultural differences in customer satisfaction research. The principal contributions are three-fold: (1) to emphasize the significance of exploring cross-cultural differences while att…
Tourism Marketing As a Tool to Improve Quality of Life Among Residents
2018
Quality of life can be achieved improving certain subjective factors, such as attitudes, rather than emphasize objective factors. The born of this concept and the concern to use systematic and scientific methods for its evaluation are relatively recent.
Advances in tourism marketing research: introduction to a special issue on consumer behavior in tourism destinations
2009
PurposeThe purpose of this editorial is to introduce the reader to six articles related to consumer behavior in tourism destinations.Design/methodology/approachThe paper introduces the papers in this special issue.FindingsTourists are part of the tourism production process. They engage with supply networks and interact with destinations.Originality/valueThe paper provides an introduction to six contributions that are particularly relevant for understanding and managing the content of the interaction between the network nodes, in particular business‐to‐consumer relationships.
Paradoxes of postmodern tourists and innovation in tourism marketing
2018
Innovation challenges tourism experiences in a new digitalized era. The new scenario is showing some paradoxical changes that lead to new approaches for tourism production, distribution, and financing. This chapter focuses on innovation in marketing, involving market processes, new changes in tourist behavior and new approaches adopted by companies to face new trends. An emphasis is given to service innovation in tourism, with a special focus on companies, tourist destinations, and the digital environment. Likewise, the chapter examines a series of paradoxes of postmodern tourists and how companies develop new products and services to try to address them.