Purpose – While influence of movies and television on destination image and tourist destination choice is well documented in tourism literature, understanding of the perceptions of destination marketers in movie locations remains an emerging area of inquiry. Consequently, the objectives of this study are: (a) to assess the perceptions of key destination stakeholders regarding the level of integration of movie-induced tourism and destination marketing after a movie's release, and (b) to compare their perceptions to what can actually be observed, in a relatively popular movieshooting destination such as Zadar County (ZC), Croatia. Methodology – Using the Hudson and Ritchie (2006a) model for exploiting movie marketing opportunities, this study employs multimethod research, combining interviews and observation. First, 10 representatives of the tourism and movie industries in ZC are interviewed about the following four factors: movie-induced tourism, marketing activities, branding, and stakeholder involvement. Second, seven tourism-related websites in ZC are analyzed for presence and quality of the movie-related promotional content. Findings – Interviews reveal that key stakeholders (1) embrace the notion of movie-induced tourism, (2) find movie tourism to be well integrated into destination marketing activities, (3) believe that movies are an integral part of ZC's place branding strategy, and (4) perceive that tourism and movie stakeholders actively and systematically collaborate on advancing the movie tourism. However, website content analysis reveals exactly the opposite. Contribution – Theoretically, this research sheds light on the destination marketers' perspectives in regards to movie-induced tourism. Practically, it offers insights on how to tap the potential benefits of movie tourism.
{"title":"WHAT THEY SAY AND WHAT THEY DO: COMPARING DESTINATION MARKETING ACTIVITIES RELATED TO MOVIE TOURISM IN CROATIA’S ZADAR COUNTY","authors":"Martina Furčić, Ljudevit Pranić","doi":"10.20867/tosee.06.19","DOIUrl":"https://doi.org/10.20867/tosee.06.19","url":null,"abstract":"Purpose – While influence of movies and television on destination image and tourist destination choice is well documented in tourism literature, understanding of the perceptions of destination marketers in movie locations remains an emerging area of inquiry. Consequently, the objectives of this study are: (a) to assess the perceptions of key destination stakeholders regarding the level of integration of movie-induced tourism and destination marketing after a movie's release, and (b) to compare their perceptions to what can actually be observed, in a relatively popular movieshooting destination such as Zadar County (ZC), Croatia. Methodology – Using the Hudson and Ritchie (2006a) model for exploiting movie marketing opportunities, this study employs multimethod research, combining interviews and observation. First, 10 representatives of the tourism and movie industries in ZC are interviewed about the following four factors: movie-induced tourism, marketing activities, branding, and stakeholder involvement. Second, seven tourism-related websites in ZC are analyzed for presence and quality of the movie-related promotional content. Findings – Interviews reveal that key stakeholders (1) embrace the notion of movie-induced tourism, (2) find movie tourism to be well integrated into destination marketing activities, (3) believe that movies are an integral part of ZC's place branding strategy, and (4) perceive that tourism and movie stakeholders actively and systematically collaborate on advancing the movie tourism. However, website content analysis reveals exactly the opposite. Contribution – Theoretically, this research sheds light on the destination marketers' perspectives in regards to movie-induced tourism. Practically, it offers insights on how to tap the potential benefits of movie tourism.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"111 8","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134481733","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – The COVID-19 pandemic, unprecedented in terms of the speed at which it spread globally, affected the whole world swiftly after the initial outbreak and has produced heterogeneous effects on various industrial sectors and particularly pronounced effects on the tourism industry. This paper analyses the effect of the spread of the COVID-19 pandemic through Europe on the tourist stocks in Croatia by means of application of the event study methodology. Methodology – The analysis starts with a descriptive overview of the market-wide performance of different sectors in the period before, during and after the initial pandemic outbreak and subsequently explicitly tests for the COVID-19 outbreak effects on the tourist sector. First, a 35- day event window is specified so that important events related to the pandemic can be identified. Second, the first officially reported COVID-19 incidence in Italy and the World Health Organization’s declaration of a global pandemic are used as identified events in a shorter 10day window event study estimation. Findings – The results robustly point to the significant negative effect of the COVID-19 pandemic on the returns of tourist stocks on the Zagreb Stock Exchange. However, the overall results do not provide evidence of the relatively stronger COVID-19 effects on the tourist sector, but rather equal effects across different sectors. Contribution – This research offers a novel comprehensive review of the literature regarding the research topic and provides insights into the sectoral effects of the global financial shock caused by the COVID-19 pandemic on the local market. As this pandemic is increasing the market volatility, this research will be of importance to fund managers and carries implications for economic policy in terms of sectoral stimulus distribution and debt refinancing.
{"title":"THE EFFECT OF THE COVID-19 PANDEMIC ON THE CROATIAN TOURIST SECTOR","authors":"S. Bogdan, Luka Šikić, S. Bareša","doi":"10.20867/tosee.06.8","DOIUrl":"https://doi.org/10.20867/tosee.06.8","url":null,"abstract":"Purpose – The COVID-19 pandemic, unprecedented in terms of the speed at which it spread globally, affected the whole world swiftly after the initial outbreak and has produced heterogeneous effects on various industrial sectors and particularly pronounced effects on the tourism industry. This paper analyses the effect of the spread of the COVID-19 pandemic through Europe on the tourist stocks in Croatia by means of application of the event study methodology. Methodology – The analysis starts with a descriptive overview of the market-wide performance of different sectors in the period before, during and after the initial pandemic outbreak and subsequently explicitly tests for the COVID-19 outbreak effects on the tourist sector. First, a 35- day event window is specified so that important events related to the pandemic can be identified. Second, the first officially reported COVID-19 incidence in Italy and the World Health Organization’s declaration of a global pandemic are used as identified events in a shorter 10day window event study estimation. Findings – The results robustly point to the significant negative effect of the COVID-19 pandemic on the returns of tourist stocks on the Zagreb Stock Exchange. However, the overall results do not provide evidence of the relatively stronger COVID-19 effects on the tourist sector, but rather equal effects across different sectors. Contribution – This research offers a novel comprehensive review of the literature regarding the research topic and provides insights into the sectoral effects of the global financial shock caused by the COVID-19 pandemic on the local market. As this pandemic is increasing the market volatility, this research will be of importance to fund managers and carries implications for economic policy in terms of sectoral stimulus distribution and debt refinancing.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125774266","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – Tourism accommodation facilities with workstations for remote work enable stays and business activities. Different contexts of modern tourism and the hospitality industry affect the development of this innovative form of accommodation offer supported by technology, often called “workspitality”. The presented concept is the subject of the research which the authors are conducting with the aim to detect the preparedness of the hospitality industry, namely small private entrepreneurs, to respond to the challenges of competitiveness. Methodology – The methodology includes scientific analyses of the potential for affirmation of innovative accommodation concepts “workspitality” tourism product. The research design included metasearch as well as original scientific processing of data obtained through a structured questionnaire. Methods include statistics as well as qualitative methods, including focus groups and creative thinking techniques and impact the formation of conclusions which point to new scientific knowledge. Findings – The findings point to the conclusion that supply providers should learn about new competitiveness potential, so the education relating to offer organisation and investments could provide solutions to the quality organisation of the specific offer. Contribution – The paper represents a valuable contribution to an understanding of the organisation and innovation of receptive offer in tourist destinations. The research results, as well as the obtained knowledge, could affect the perception of the decision makers i.e., accommodation owners and managers, about the importance of adjustment of existing structures and facility equipment in accordance with demand preferences. The adjustment to the new demand preferences targets competitive advantage and business results. The research results reflect on the formation of scientific knowledge in the area of organisation of accommodation offer, as well as on the consideration and identification of its key elements.
{"title":"LINKAGE OF LEISURE WITH REMOTE WORK AND DIGITAL NOMADISM IN TOURIST ACCOMMODATION FACILITIES","authors":"Tamara Floričić, N. Pavia","doi":"10.20867/tosee.06.17","DOIUrl":"https://doi.org/10.20867/tosee.06.17","url":null,"abstract":"Purpose – Tourism accommodation facilities with workstations for remote work enable stays and business activities. Different contexts of modern tourism and the hospitality industry affect the development of this innovative form of accommodation offer supported by technology, often called “workspitality”. The presented concept is the subject of the research which the authors are conducting with the aim to detect the preparedness of the hospitality industry, namely small private entrepreneurs, to respond to the challenges of competitiveness. Methodology – The methodology includes scientific analyses of the potential for affirmation of innovative accommodation concepts “workspitality” tourism product. The research design included metasearch as well as original scientific processing of data obtained through a structured questionnaire. Methods include statistics as well as qualitative methods, including focus groups and creative thinking techniques and impact the formation of conclusions which point to new scientific knowledge. Findings – The findings point to the conclusion that supply providers should learn about new competitiveness potential, so the education relating to offer organisation and investments could provide solutions to the quality organisation of the specific offer. Contribution – The paper represents a valuable contribution to an understanding of the organisation and innovation of receptive offer in tourist destinations. The research results, as well as the obtained knowledge, could affect the perception of the decision makers i.e., accommodation owners and managers, about the importance of adjustment of existing structures and facility equipment in accordance with demand preferences. The adjustment to the new demand preferences targets competitive advantage and business results. The research results reflect on the formation of scientific knowledge in the area of organisation of accommodation offer, as well as on the consideration and identification of its key elements.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"441 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128561909","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – Numerous new forms aimed at meeting the sophisticated needs of modern consumers characterize tourism, as one of the fastest growing sectors in the world. In such conditions, the concept of slow tourism gained importance accompanied with a strong need to slow down the pace of life. The aim of this paper is, in addition to explaining this phenomenon, to examine the manner of travel when visiting slow destinations in the autonomous province of Vojvodina, as well as to determine the goals and outcomes of tourist visits. Methodology – For the purposes of the research, authors form list of goals, outcomes and mode of travel. The list of goals and outcomes expected after the trip in the questionnaire was taken and adjusted to the scale applied by the authors Oh, Assaf and Baloglu (2016), while authors introduced some question to the last segment of questions about the mode of travel. Findings – Based on the results, it is concluded that the ways of travel of slow tourists are largely related to the goals and outcomes of tourists who visited Vojvodina, and all tourists included in this study are highly satisfied with Vojvodina as a slow destination. Contribution – The contribution of this study is reflected in the fact that slow tourism has not been sufficiently researched in Vojvodina, and this study is significant because it initiated research on this topic, which can be a great potential of this region.
{"title":"GOALS AND OUTCOMES OF SLOW TOURISM: CASE STUDY OF VOJVODINA PROVINCE","authors":"T. Božović, Jovana Miljković, Karmen Mikulič","doi":"10.20867/tosee.06.9","DOIUrl":"https://doi.org/10.20867/tosee.06.9","url":null,"abstract":"Purpose – Numerous new forms aimed at meeting the sophisticated needs of modern consumers characterize tourism, as one of the fastest growing sectors in the world. In such conditions, the concept of slow tourism gained importance accompanied with a strong need to slow down the pace of life. The aim of this paper is, in addition to explaining this phenomenon, to examine the manner of travel when visiting slow destinations in the autonomous province of Vojvodina, as well as to determine the goals and outcomes of tourist visits. Methodology – For the purposes of the research, authors form list of goals, outcomes and mode of travel. The list of goals and outcomes expected after the trip in the questionnaire was taken and adjusted to the scale applied by the authors Oh, Assaf and Baloglu (2016), while authors introduced some question to the last segment of questions about the mode of travel. Findings – Based on the results, it is concluded that the ways of travel of slow tourists are largely related to the goals and outcomes of tourists who visited Vojvodina, and all tourists included in this study are highly satisfied with Vojvodina as a slow destination. Contribution – The contribution of this study is reflected in the fact that slow tourism has not been sufficiently researched in Vojvodina, and this study is significant because it initiated research on this topic, which can be a great potential of this region.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"86 22 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126290313","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – The purpose of this paper is to indicate the importance of direct online booking in the structure of hotel online booking channels. In this context, this paper explores the relationship between quality of websites and the amount of online direct bookings through hotel websites. Methodology – Empirical Research was conducted by qualitative multidimensional analysis of 5* hotel websites in the Republic of Croatia. This process is made up of numerous analytical subprocesses such as web site health, user engagement, user experience, traffic, functionality, website performance and other. In this paper the focus is on the Hotel’s web site healt audit. Hotel’s web site health audits aims to analyze the overall health of web pages within web site while discovering all issues that hotel should be aware of. The authors' research was conducted using Semrush analytical platform for improving search engine visibility. Findings – The results of the empirical research show the distribution of web pages within the analyzed web sites according to their qualitative status. Interpretation of the research results explains the impact on the structure of online booking channels in hotel business and applicability in theory and practice. Contribution – The scientific contribution stems from empirical research that defines the way and space to improve direct online hotel bookings through own web site in terms of improving web site performances.
{"title":"HOTEL'S WEB SITE HEALTH AUDIT AND PAGES DISTRIBUTION BY THEIR STATUS: AN EMPIRICAL RESEARCH OF FIVE STAR HOTELS IN THE REPUBLIC OF CROATIA","authors":"Mislav Šimunić","doi":"10.20867/tosee.06.49","DOIUrl":"https://doi.org/10.20867/tosee.06.49","url":null,"abstract":"Purpose – The purpose of this paper is to indicate the importance of direct online booking in the structure of hotel online booking channels. In this context, this paper explores the relationship between quality of websites and the amount of online direct bookings through hotel websites. Methodology – Empirical Research was conducted by qualitative multidimensional analysis of 5* hotel websites in the Republic of Croatia. This process is made up of numerous analytical subprocesses such as web site health, user engagement, user experience, traffic, functionality, website performance and other. In this paper the focus is on the Hotel’s web site healt audit. Hotel’s web site health audits aims to analyze the overall health of web pages within web site while discovering all issues that hotel should be aware of. The authors' research was conducted using Semrush analytical platform for improving search engine visibility. Findings – The results of the empirical research show the distribution of web pages within the analyzed web sites according to their qualitative status. Interpretation of the research results explains the impact on the structure of online booking channels in hotel business and applicability in theory and practice. Contribution – The scientific contribution stems from empirical research that defines the way and space to improve direct online hotel bookings through own web site in terms of improving web site performances.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125734137","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – The purpose of this paper is to discuss the potential of geocaching as an informative, educational, and promotional tool that can be implemented and managed in a particular area. This paper concentrates on the features of the game and the potential benefits of geocaching for the region. The article also explains the reason why geocaching can be treated as an attractive tool of regional communication and promotion. Methodology – Desk research method and own research including semi-structured interviews among Officers of Polish Marshal’s Offices (14 out of 16 in Poland) were applied to achieve the paper’s purpose. In addition, the data obtained from the websites: www.geocaching.pl and www.geocaching.com was analysed as a source for market information. Findings – Findings from the literature review show that players expect geocaching to play an informative, educational, and promotional role. Geocaching is perceived as an attractive tool to showcase the region. Findings from interviews show that regional Officers treat geocaching as a modern tool that can be used to build the region’s image and present its values. Contribution – This article proved that geocaching could become a useful and an attractive informative, educational, and promotional tool for regions. Since this kind of game is not commonly used by regional managers in Poland, it is important to analyse its possibilities. As such, this paper is of value to region management seeking solutions to present and make the region more recognizable.
{"title":"INFORMATIVE, EDUCATIONAL, AND PROMOTIONAL ROLE OF GEOCACHING IN THE REGION","authors":"E. Pisuła","doi":"10.20867/tosee.06.42","DOIUrl":"https://doi.org/10.20867/tosee.06.42","url":null,"abstract":"Purpose – The purpose of this paper is to discuss the potential of geocaching as an informative, educational, and promotional tool that can be implemented and managed in a particular area. This paper concentrates on the features of the game and the potential benefits of geocaching for the region. The article also explains the reason why geocaching can be treated as an attractive tool of regional communication and promotion. Methodology – Desk research method and own research including semi-structured interviews among Officers of Polish Marshal’s Offices (14 out of 16 in Poland) were applied to achieve the paper’s purpose. In addition, the data obtained from the websites: www.geocaching.pl and www.geocaching.com was analysed as a source for market information. Findings – Findings from the literature review show that players expect geocaching to play an informative, educational, and promotional role. Geocaching is perceived as an attractive tool to showcase the region. Findings from interviews show that regional Officers treat geocaching as a modern tool that can be used to build the region’s image and present its values. Contribution – This article proved that geocaching could become a useful and an attractive informative, educational, and promotional tool for regions. Since this kind of game is not commonly used by regional managers in Poland, it is important to analyse its possibilities. As such, this paper is of value to region management seeking solutions to present and make the region more recognizable.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116613108","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – This study is aimed at proposing the design of an efficient workbench and guidelines to help content providers in tourism to address proper messages both in managing ordinary activities and in facing unpredictable events and external shocks. Recent Covid-19 related events have particularly stressed the importance of tools supporting, guiding and directing message providers in designing advertising campaigns to attract visitors providing proper information and contrasting the possible negative influence of misinformation. Social media and the Internet can give a wide picture of current trends. Nevertheless, without appropriate tools suitable to analyse a huge quantity of data, the research of information on trends and mood by advertising providers constitutes a challenge difficult to face unless limited to the analysis of selected websites with consequent possible loss of details. Such a choice, based on humans’ subjective selection of sources, could introduce bias compromising the efficiency of the message. Methodology – Several studies state that the composition of an advertising campaign should be a conjoint activity including both creative and scientific work, involving also methodologies and tools helping messages provider to improve the efficacy and the impact of advertising campaigns. The present study aims to introduce an innovative methodology based on combining ideas from Information Technology and Econometrics. In particular Artificial Intelligence methods, such as Machine Learning and sentiment analysis, through the Artificial Neural Networks (ANN) and Vector Autoregressive models (VAR). Findings – The language used and emotions elicited in tourism advertising messages have a strong impact on attracting visitors and tourists, particularly when international events create concerns in the population. Indeed, a multimodal approach, supported by tools from Econometrics, Machine Learning and Sentiment Analysis showed the efficacy in capturing the mood and the trend in prospect visitors to allow to redistribute tourist flows towards different destinations and within wider periods of the year. Contribution – The work gives a theoretical and practical contribution. Indeed, the combination of Econometrics, Artificial Neural Networks and Sentiment Analysis tools can constitute a scientific base to analyse trends and to compose advertising texts, websites and campaigns taking into account the impact of unexpected events and maximising Linguistics suggestions to improve the efficiency of messages. Besides, the tools also allow suggesting guidelines of the features and the structure that should be always considered. Last but not least, these tools could be used to select the main topics arising on the web and social networks around current issues perceived by visitors, allowing the selection of a list of Q&A practical indications which can be translated into effective virtual assistants particularly useful when the personnel is reduced du
{"title":"DESIGN OF A WORKBENCH AND GUIDELINES TO IMPROVE THE EFFICACY OF ADVERTISING MESSAGES","authors":"R. Folgieri, T. Baldigara, Sergej Gričar","doi":"10.20867/tosee.06.18","DOIUrl":"https://doi.org/10.20867/tosee.06.18","url":null,"abstract":"Purpose – This study is aimed at proposing the design of an efficient workbench and guidelines to help content providers in tourism to address proper messages both in managing ordinary activities and in facing unpredictable events and external shocks. Recent Covid-19 related events have particularly stressed the importance of tools supporting, guiding and directing message providers in designing advertising campaigns to attract visitors providing proper information and contrasting the possible negative influence of misinformation. Social media and the Internet can give a wide picture of current trends. Nevertheless, without appropriate tools suitable to analyse a huge quantity of data, the research of information on trends and mood by advertising providers constitutes a challenge difficult to face unless limited to the analysis of selected websites with consequent possible loss of details. Such a choice, based on humans’ subjective selection of sources, could introduce bias compromising the efficiency of the message. Methodology – Several studies state that the composition of an advertising campaign should be a conjoint activity including both creative and scientific work, involving also methodologies and tools helping messages provider to improve the efficacy and the impact of advertising campaigns. The present study aims to introduce an innovative methodology based on combining ideas from Information Technology and Econometrics. In particular Artificial Intelligence methods, such as Machine Learning and sentiment analysis, through the Artificial Neural Networks (ANN) and Vector Autoregressive models (VAR). Findings – The language used and emotions elicited in tourism advertising messages have a strong impact on attracting visitors and tourists, particularly when international events create concerns in the population. Indeed, a multimodal approach, supported by tools from Econometrics, Machine Learning and Sentiment Analysis showed the efficacy in capturing the mood and the trend in prospect visitors to allow to redistribute tourist flows towards different destinations and within wider periods of the year. Contribution – The work gives a theoretical and practical contribution. Indeed, the combination of Econometrics, Artificial Neural Networks and Sentiment Analysis tools can constitute a scientific base to analyse trends and to compose advertising texts, websites and campaigns taking into account the impact of unexpected events and maximising Linguistics suggestions to improve the efficiency of messages. Besides, the tools also allow suggesting guidelines of the features and the structure that should be always considered. Last but not least, these tools could be used to select the main topics arising on the web and social networks around current issues perceived by visitors, allowing the selection of a list of Q&A practical indications which can be translated into effective virtual assistants particularly useful when the personnel is reduced du","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"39 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117122763","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Concetta Ferrara, R. Pierdicca, M. Balestra, Chiara Mignani, E. Frontoni, A. Cavicchi
Purpose – In last decades, digital technologies have progressively transformed tourism becoming an opportunity to satisfy the demand for cultural tourism, increasingly asking for immersive and interactive experiences. This paper investigates the connections among tourism, cultural heritage, and ICT, by providing an assessment of how these applications can influence customers’ intentions to visit a destination. To this aim, the case of Smart Marca - a mobile tourism app aimed at promoting cultural tourism in Fermo area (Marche Region, Italy)- is presented. Methodology – The Technology Acceptance Model (TAM) has been adopted as a framework to explore customer intentions to adopt tourism apps and visit a destination. A survey on a sample of 128 university students has been conducted. Starting from the TAM framework elaborated by Kuo and colleagues (2019), a grid of 8 influencing factors has been built, in order to investigate young users’ attitudes towards continuing using the app, adopting other similar mobile apps and visiting one or more of the attractions presented within the app. Findings – The survey found that perceived usefulness and perceived ease of use play major roles on attitudes towards continuing to use Smart Marca and adopting other similar applications. Results also show that specific features of a mobile app can positively affect the intention to visit a destination. Contribution – The research highlights that new technologies, and mobile apps, could play a crucial role for the promotion of a destination. Results may be also useful in terms of marketing, to increase the ability of the mobile app to attract tourists.
{"title":"ICTS AND MOBILE APPLICATIONS FOR PROMOTING TOURISM DESTINATIONS: THE CASE OF SMART MARCA APP.","authors":"Concetta Ferrara, R. Pierdicca, M. Balestra, Chiara Mignani, E. Frontoni, A. Cavicchi","doi":"10.20867/tosee.06.16","DOIUrl":"https://doi.org/10.20867/tosee.06.16","url":null,"abstract":"Purpose – In last decades, digital technologies have progressively transformed tourism becoming an opportunity to satisfy the demand for cultural tourism, increasingly asking for immersive and interactive experiences. This paper investigates the connections among tourism, cultural heritage, and ICT, by providing an assessment of how these applications can influence customers’ intentions to visit a destination. To this aim, the case of Smart Marca - a mobile tourism app aimed at promoting cultural tourism in Fermo area (Marche Region, Italy)- is presented. Methodology – The Technology Acceptance Model (TAM) has been adopted as a framework to explore customer intentions to adopt tourism apps and visit a destination. A survey on a sample of 128 university students has been conducted. Starting from the TAM framework elaborated by Kuo and colleagues (2019), a grid of 8 influencing factors has been built, in order to investigate young users’ attitudes towards continuing using the app, adopting other similar mobile apps and visiting one or more of the attractions presented within the app. Findings – The survey found that perceived usefulness and perceived ease of use play major roles on attitudes towards continuing to use Smart Marca and adopting other similar applications. Results also show that specific features of a mobile app can positively affect the intention to visit a destination. Contribution – The research highlights that new technologies, and mobile apps, could play a crucial role for the promotion of a destination. Results may be also useful in terms of marketing, to increase the ability of the mobile app to attract tourists.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"3 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127040492","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – The main purpose of this research was to analyze the position of vocational education in Croatia from the perspective of tourism high school teaching staff. The main objective was to propose state regulations to limit the access of non-professionals to specialized jobs in tourism, and to enhance the status of tourism vocational education. Methodology – Desk research was focused on the analysis of available body of knowledge related to tourism employment and tourism education. A structured questionnaire was used to collect primary data. The research sample included 104 tourism high school vocational teachers in Croatia. Descriptive statistics were used for data evaluation. Findings – Although Croatia heavily relies on the economic benefits from tourism, its performance is often diminished due to a labor market mismatch in terms of specialization, knowledge and skills. This research determined that Croatia has a well-established and prospective high school education system for tourism, but lacks of image among employers and young generations. The state market regulation of tourism employment and the improvement of 'dual education system' of tourism education were strongly supported by respondents. Contribution – The theoretical contribution of this research is to determine long-term gaps in matching tourism education outcomes and tourism employment practices. Empirical contribution is derived from the analysis of attitudes and perception of tourism high school teaching staff on how to improve tourism education and employment practice. Practical contribution is in providing empirically proved policy recommendations, while social contribution can be recognized in promoting tourism vocational education and professionalism to young generations.
{"title":"BRIDGING THE GAP BETWEEN TOURISM VOCATIONAL EDUCATION AND EMPLOYMENT PRACTICE IN CROATIA: A VOCATIONAL TEACHERS’ PERSPECTIVE","authors":"O. Kesar, Danijela Ferjanić Hodak, Ema Roginić","doi":"10.20867/tosee.06.27","DOIUrl":"https://doi.org/10.20867/tosee.06.27","url":null,"abstract":"Purpose – The main purpose of this research was to analyze the position of vocational education in Croatia from the perspective of tourism high school teaching staff. The main objective was to propose state regulations to limit the access of non-professionals to specialized jobs in tourism, and to enhance the status of tourism vocational education. Methodology – Desk research was focused on the analysis of available body of knowledge related to tourism employment and tourism education. A structured questionnaire was used to collect primary data. The research sample included 104 tourism high school vocational teachers in Croatia. Descriptive statistics were used for data evaluation. Findings – Although Croatia heavily relies on the economic benefits from tourism, its performance is often diminished due to a labor market mismatch in terms of specialization, knowledge and skills. This research determined that Croatia has a well-established and prospective high school education system for tourism, but lacks of image among employers and young generations. The state market regulation of tourism employment and the improvement of 'dual education system' of tourism education were strongly supported by respondents. Contribution – The theoretical contribution of this research is to determine long-term gaps in matching tourism education outcomes and tourism employment practices. Empirical contribution is derived from the analysis of attitudes and perception of tourism high school teaching staff on how to improve tourism education and employment practice. Practical contribution is in providing empirically proved policy recommendations, while social contribution can be recognized in promoting tourism vocational education and professionalism to young generations.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"104 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128894914","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose – Contemporary tourism in many developed destinations relies on natural resources, many of which can be directly valorised as tourist attractions. Within natural resources, geoheritage (geological heritage) consists sites or areas of geological features with significant scientific, educational, cultural or aesthetic value. Despite its multiple values, the attractive geosites and their valorisation in tourism are still insufficiently covered. Methodology – This paper, aims to present the state of the art in a form of a research overview of geoheritage valorisation in tourism by analysing the WoSCC database. The results of overviewing 171 scientific papers on keywords geoheritage and tourism are presented and interpreted in the form of qualitative and quantitative analysis, maps, tabular and graphical representations. To identify the main research links and streams between geoheritage and tourism the bibliometric analysis is carried out using VOSviewer software. Findings – The papers are classified and it is revealed an insufficient representation of research in the field of tourist valorisation of geoheritage. It is also notable the spatial inhomogeneity towards interest in geoheritage research. Contribution – The paper brings a research agenda for covering gaps in the further scientific research of the field. The research also points out some possible streams and framework for future geoheritage research that offers new opportunities for the growth of tourism as a responsible and sustainable industry.
{"title":"GEOHERITAGE AND TOURISM – OPPORTUNITIES FOR GROWTH","authors":"Hrvoje Grofelnik","doi":"10.20867/tosee.06.22","DOIUrl":"https://doi.org/10.20867/tosee.06.22","url":null,"abstract":"Purpose – Contemporary tourism in many developed destinations relies on natural resources, many of which can be directly valorised as tourist attractions. Within natural resources, geoheritage (geological heritage) consists sites or areas of geological features with significant scientific, educational, cultural or aesthetic value. Despite its multiple values, the attractive geosites and their valorisation in tourism are still insufficiently covered. Methodology – This paper, aims to present the state of the art in a form of a research overview of geoheritage valorisation in tourism by analysing the WoSCC database. The results of overviewing 171 scientific papers on keywords geoheritage and tourism are presented and interpreted in the form of qualitative and quantitative analysis, maps, tabular and graphical representations. To identify the main research links and streams between geoheritage and tourism the bibliometric analysis is carried out using VOSviewer software. Findings – The papers are classified and it is revealed an insufficient representation of research in the field of tourist valorisation of geoheritage. It is also notable the spatial inhomogeneity towards interest in geoheritage research. Contribution – The paper brings a research agenda for covering gaps in the further scientific research of the field. The research also points out some possible streams and framework for future geoheritage research that offers new opportunities for the growth of tourism as a responsible and sustainable industry.","PeriodicalId":276966,"journal":{"name":"Tourism in Southern and Eastern Europe","volume":"114 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124123185","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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