Gastro-cultural tours, which are prevalent as part of today’s experience-based travel, generate memorable gastronomy encounters for tourists. Gastronomically designed cultural tours also shed light on the past's heritage and cultural identity through the local tastes of the regions by promising distinct stories and experiences to travelers. Regions with gastronomic affluence arouse gastro tourists’ interest with their cultural and tourist attractions. One of the critical factors contributing to the awareness of visitors towards a particular destination is the creation of a gastronomy brand image in their minds. A region with a gastronomy brand can also affect the emotional value tourists attribute to the region. From different perspectives, this cuisine-based brand image appears to have the potential to influence tourists' satisfaction with the tour. The Southeastern Anatolia Region, one of Turkey's most prominent culinary centers, is a diverse region with both indigenous gastronomic value and deep-rooted cultural history. From this point of view, the effects of gastronomy brand image on perceived emotional value and tour satisfaction of tourists taking part in gastro-cultural tours were examined in this study. According to the data obtained from the participants, gastronomy brand image has a significant effect on tour satisfaction and the perceived emotional value of the tourists.
{"title":"DOES GASTRONOMY BRAND IMAGE AFFECT THE PERCEIVED EMOTIONAL VALUE AND TOUR SATISFACTION?","authors":"Melih Aydin, Hatice SARI GÖK, Simge Salvarci","doi":"10.33776/et.v12i1.6979","DOIUrl":"https://doi.org/10.33776/et.v12i1.6979","url":null,"abstract":"Gastro-cultural tours, which are prevalent as part of today’s experience-based travel, generate memorable gastronomy encounters for tourists. Gastronomically designed cultural tours also shed light on the past's heritage and cultural identity through the local tastes of the regions by promising distinct stories and experiences to travelers. Regions with gastronomic affluence arouse gastro tourists’ interest with their cultural and tourist attractions. One of the critical factors contributing to the awareness of visitors towards a particular destination is the creation of a gastronomy brand image in their minds. A region with a gastronomy brand can also affect the emotional value tourists attribute to the region. From different perspectives, this cuisine-based brand image appears to have the potential to influence tourists' satisfaction with the tour. The Southeastern Anatolia Region, one of Turkey's most prominent culinary centers, is a diverse region with both indigenous gastronomic value and deep-rooted cultural history. From this point of view, the effects of gastronomy brand image on perceived emotional value and tour satisfaction of tourists taking part in gastro-cultural tours were examined in this study. According to the data obtained from the participants, gastronomy brand image has a significant effect on tour satisfaction and the perceived emotional value of the tourists.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"13 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80459751","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}
Maria Gorete Ferreira Dinis, Maria Celeste Eusébio, Z. Breda, Ana Madaleno
The development of information and communication technologies, specifically the Internet, has changed the way tourists plan their trips, being one of the most important information sources for tourism decision-making. However, a limited number of studies has been developed to analyse the causal relationships between the web interaction and tourism demand. Therefore, this paper intends to shed light on the usefulness of big data analytics to understand the tourism demand of a destination. More specifically,it aims to examine the causal relationship between website’s visitor interactions and the tourism demand of a destination and verify whether there are differences in this relationship according to the visitors' country of origin. In order to achieve the research objectives, the Alentejo region in Portugal was selected as a case study. Monthly data for the period between 2007 and 2017 was used to examine the long-run causalrelationship between the sessions of the users to the official website of the Destination Management Organization of Alentejo (measured through Google Analytics) and tourism demand of this region (measured trough the number of guests in tourism accommodation establishments). To analyse if there are differences in this relationship according to the country of origin of visitors, the most important tourism markets for this destination were selected. Cointegration (Johansen´s maximum-likelihood method), Granger causality test, Vector Autoregression Model, and Vector Error Correction Model were used to examine the relationship. The results reveal a causal relationship between Internet search and the tourism demand. However, this relationship varies among the tourism market analysed.
{"title":"MODELLING TOURISM DEMAND USING GOOGLE ANALYTICS: A CASE STUDY OF PORTUGAL’S ALENTEJO REGION","authors":"Maria Gorete Ferreira Dinis, Maria Celeste Eusébio, Z. Breda, Ana Madaleno","doi":"10.33776/et.v12i1.5652","DOIUrl":"https://doi.org/10.33776/et.v12i1.5652","url":null,"abstract":"The development of information and communication technologies, specifically the Internet, has changed the way tourists plan their trips, being one of the most important information sources for tourism decision-making. However, a limited number of studies has been developed to analyse the causal relationships between the web interaction and tourism demand. Therefore, this paper intends to shed light on the usefulness of big data analytics to understand the tourism demand of a destination. More specifically,it aims to examine the causal relationship between website’s visitor interactions and the tourism demand of a destination and verify whether there are differences in this relationship according to the visitors' country of origin. In order to achieve the research objectives, the Alentejo region in Portugal was selected as a case study. Monthly data for the period between 2007 and 2017 was used to examine the long-run causalrelationship between the sessions of the users to the official website of the Destination Management Organization of Alentejo (measured through Google Analytics) and tourism demand of this region (measured trough the number of guests in tourism accommodation establishments). To analyse if there are differences in this relationship according to the country of origin of visitors, the most important tourism markets for this destination were selected. Cointegration (Johansen´s maximum-likelihood method), Granger causality test, Vector Autoregression Model, and Vector Error Correction Model were used to examine the relationship. The results reveal a causal relationship between Internet search and the tourism demand. However, this relationship varies among the tourism market analysed.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"36 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"75849549","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}
Daniela Soldić Frleta, Jelena Durkin Badurina, Ljiljana Kaliterna Lipovčan
This study examines the relationships between residents' perceptions of tourism and their overall personal well-being. In addition, the study aims to find out what differences exist in the perception of personal well-being and the impact of tourism between residents who provide private accommodation for tourists and those who do not. A questionnaire survey is conducted to collect data from residents of the city of Rijeka, Croatia, and 556 usable questionnaires are generated. The analysis of residents' perceptions is done separately for those who provide private accommodation to tourists and those who do not. Respondents in both groups reported relatively high levels of personal well-being. However, those who provide private accommodations for tourists are more satisfied with several areas of life. The results show that overall satisfaction with living conditions, perceived negative impacts of tourism, age, and whether or not residents offer accommodation to tourists are significant predictors of their personal well-being. This study aims to add to the literature on the well-being of residents of tourist destinations by examining the relationship between their perceived well-being and their perceptions of various impacts of tourism in their community.
{"title":"RESIDENTS’ PERCEPTIONS OF TOURISM IN RELATION TO THEIR PERSONAL WELL-BEING","authors":"Daniela Soldić Frleta, Jelena Durkin Badurina, Ljiljana Kaliterna Lipovčan","doi":"10.33776/et.v12i1.6910","DOIUrl":"https://doi.org/10.33776/et.v12i1.6910","url":null,"abstract":"This study examines the relationships between residents' perceptions of tourism and their overall personal well-being. In addition, the study aims to find out what differences exist in the perception of personal well-being and the impact of tourism between residents who provide private accommodation for tourists and those who do not. \u0000A questionnaire survey is conducted to collect data from residents of the city of Rijeka, Croatia, and 556 usable questionnaires are generated. The analysis of residents' perceptions is done separately for those who provide private accommodation to tourists and those who do not. \u0000Respondents in both groups reported relatively high levels of personal well-being. However, those who provide private accommodations for tourists are more satisfied with several areas of life. The results show that overall satisfaction with living conditions, perceived negative impacts of tourism, age, and whether or not residents offer accommodation to tourists are significant predictors of their personal well-being. \u0000This study aims to add to the literature on the well-being of residents of tourist destinations by examining the relationship between their perceived well-being and their perceptions of various impacts of tourism in their community.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"17 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85514499","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}
The purpose of this research is to explore the concept of dark tourism, focusing on the conceptual approach of dark tourism, the different terms stated for its nature, the review of its historical background as well as its main categories. Emphasis is placed on the identification of the tourists’ general beliefs regarding the concept of dark tourism, their emotions related to visits to specific dark tourism monuments and the internal motives that serve as driving forces for visits to dark tourism spots of interest. The study investigates whether the contemporary representation of dark tourism monuments in Greece accurately reflects the historical background and the horrific events that took place in the past. The research aims to investigate whether there is a statistically significant correlation between the variables of dissonance in the representation of the sites, the motives and emotions of the tourists, and whether there is a statistical difference in the dissonance, emotions and motives based on the demographic results. The type of the research implemented is the primary quantitative research and the outcomes reveal that the overall picture of emotions is at an average level, with dark tourism eliciting both positive and negative emotions from the tourism audience.
{"title":"THE CONCEPT OF DARK TOURISM, VISITORS’ MOTIVATION AND THE ENTAILED DISSONANCE IN SITES REPRESENTATION","authors":"Eleni Mavragani, Evangelia Mandrinou","doi":"10.33776/et.v12i2.7067","DOIUrl":"https://doi.org/10.33776/et.v12i2.7067","url":null,"abstract":"The purpose of this research is to explore the concept of dark tourism, focusing on the conceptual approach of dark tourism, the different terms stated for its nature, the review of its historical background as well as its main categories. Emphasis is placed on the identification of the tourists’ general beliefs regarding the concept of dark tourism, their emotions related to visits to specific dark tourism monuments and the internal motives that serve as driving forces for visits to dark tourism spots of interest. The study investigates whether the contemporary representation of dark tourism monuments in Greece accurately reflects the historical background and the horrific events that took place in the past. The research aims to investigate whether there is a statistically significant correlation between the variables of dissonance in the representation of the sites, the motives and emotions of the tourists, and whether there is a statistical difference in the dissonance, emotions and motives based on the demographic results. The type of the research implemented is the primary quantitative research and the outcomes reveal that the overall picture of emotions is at an average level, with dark tourism eliciting both positive and negative emotions from the tourism audience.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"28 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78802444","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}
Lorena Dadić Fruk, Jelena Durkin Badurina, Helga Maškarin Ribarić
Non-profit sector development is the basis of any modern society. Various approaches, which take into consideration a broad spectrum of factors, are used in measuring the level of non-profit sector development. Previous studies do not identify tourism as a potential factor. It can, however, be assumed that local authorities in better-developed tourism regions are able to allocate more funds to non-profit activities, thus affecting the size of the non-profit sector. It would also be necessary to investigate whether nonprofit organizations (NPOs) recognise the potential that tourism has to provide them with opportunities to generate their own income. To determine the relationship between tourism and the non-profit sector, cluster analysis was conducted for 20 Croatian counties. The results of the study show that the level of tourism development determines the development of the non-profit sector. Namely, results confirm that there are more NPOs in regions with more-developed tourism and there are also more NPOs registered in fields of activity that can have a direct or indirect effect on tourism. On the other hand, the study’s findings indicate that regions with developed tourism tend to allocate more funds to NPO activity, which in turn boosts the level of non-profit sector development in those regions. Although this research focused on only one country and deal with certain challenges in administrative data on registered non-profit organisations, it is promising start for development of new lines of research oriented on connecting non-profit and tourism sector and examining their inter-dependence.
{"title":"NON-PROFIT ORGANIZATIONS AND TOURISM: CAN TOURISM DRIVE NON-PROFIT SECTOR DEVELOPMENT?","authors":"Lorena Dadić Fruk, Jelena Durkin Badurina, Helga Maškarin Ribarić","doi":"10.33776/et.v12i1.5457","DOIUrl":"https://doi.org/10.33776/et.v12i1.5457","url":null,"abstract":"Non-profit sector development is the basis of any modern society. Various approaches, which take into consideration a broad spectrum of factors, are used in measuring the level of non-profit sector development. Previous studies do not identify tourism as a potential factor. It can, however, be assumed that local authorities in better-developed tourism regions are able to allocate more funds to non-profit activities, thus affecting the size of the non-profit sector. It would also be necessary to investigate whether nonprofit organizations (NPOs) recognise the potential that tourism has to provide them with opportunities to generate their own income. To determine the relationship between tourism and the non-profit sector, cluster analysis was conducted for 20 Croatian counties. The results of the study show that the level of tourism development determines the development of the non-profit sector. Namely, results confirm that there are more NPOs in regions with more-developed tourism and there are also more NPOs registered in fields of activity that can have a direct or indirect effect on tourism. On the other hand, the study’s findings indicate that regions with developed tourism tend to allocate more funds to NPO activity, which in turn boosts the level of non-profit sector development in those regions. Although this research focused on only one country and deal with certain challenges in administrative data on registered non-profit organisations, it is promising start for development of new lines of research oriented on connecting non-profit and tourism sector and examining their inter-dependence.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"56 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"78378449","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}
Popular culture (pop culture) events have the potential to promote tourist destinations and to generate tourism income. Travel motivation is a critical consideration for reaping these benefits since it serves as a stepping stone for event attendance and it initiates a desire to act. The purpose of this paper therefore is to determine the travel motivations of pop culture fans. Data was gathered from 576 pop culture fans attending a pop culture event in Gauteng, South Africa, using a structured questionnaire. The data were analysed using exploratory factor analysis. The findings revealed nine travel motivations which were labelled brand visibility, event participation, acquire pop culture knowledge, escapism, celebrity fandom, value for money, exclusive merchandise, social enjoyment and novelty. The paper highlights novelty as the most important travel motivation for attending the specific pop culture event and it is therefore argued that pop culture fans attend these events to experience something new and different. In line with the findings of this research, it is recommended that pop culture event marketers pay close attention to all nine identified travel motivations to retain their current fans and to remain competitive.
{"title":"UNDERSTANDING THE TRAVEL MOTIVATIONS OF POP CULTURE FANS","authors":"V. Labuschagne, Elizna Burger","doi":"10.33776/et.v12i1.5464","DOIUrl":"https://doi.org/10.33776/et.v12i1.5464","url":null,"abstract":"Popular culture (pop culture) events have the potential to promote tourist destinations and to generate tourism income. Travel motivation is a critical consideration for reaping these benefits since it serves as a stepping stone for event attendance and it initiates a desire to act. The purpose of this paper therefore is to determine the travel motivations of pop culture fans. Data was gathered from 576 pop culture fans attending a pop culture event in Gauteng, South Africa, using a structured questionnaire. The data were analysed using exploratory factor analysis. The findings revealed nine travel motivations which were labelled brand visibility, event participation, acquire pop culture knowledge, escapism, celebrity fandom, value for money, exclusive merchandise, social enjoyment and novelty. The paper highlights novelty as the most important travel motivation for attending the specific pop culture event and it is therefore argued that pop culture fans attend these events to experience something new and different. In line with the findings of this research, it is recommended that pop culture event marketers pay close attention to all nine identified travel motivations to retain their current fans and to remain competitive.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"76 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"83899070","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}
This research investigates the hotel response strategies of businesses being responsive online to stimulate customers purchase intention in eWOM communications. Specifically, this study explores the online managerial responses in terms of length, speed, and relevance of management response to customer negative reviews and how customer personality moderates the purchase intention of the hotel. A non-probability convenience sampling technique was applied to collect 441 responses from Chinese residents who have made online hotel reservations and selected the hotel only after checking the online reviews and the hotel responses. The findings confirm that hotel response to negative reviews has an essential impact on 'consumers' purchase intention and consumer personality traits. Further, the research includes the practical implications for hotels to set up the reply format and carry out effective service recovery through different expression ways of negative reviews response.
{"title":"THE IMPACT OF HOTEL RESPONSES TO ONLINE NEGATIVE REVIEWS ON CONSUMERS' PURCHASE INTENTION","authors":"J. Kumar, Sana Maidullah","doi":"10.33776/et.v12i1.6916","DOIUrl":"https://doi.org/10.33776/et.v12i1.6916","url":null,"abstract":"This research investigates the hotel response strategies of businesses being responsive online to stimulate customers purchase intention in eWOM communications. Specifically, this study explores the online managerial responses in terms of length, speed, and relevance of management response to customer negative reviews and how customer personality moderates the purchase intention of the hotel. A non-probability convenience sampling technique was applied to collect 441 responses from Chinese residents who have made online hotel reservations and selected the hotel only after checking the online reviews and the hotel responses. The findings confirm that hotel response to negative reviews has an essential impact on 'consumers' purchase intention and consumer personality traits. Further, the research includes the practical implications for hotels to set up the reply format and carry out effective service recovery through different expression ways of negative reviews response.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"29 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"72469091","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}
Although entertainment can be a pull-factor to attract tourists in their trips, it can be easily duplicated in other jurisdictions. Focused on the non-gaming entertainment by the gaming concessionaires in Macao, this paper examines the entertainment development, and explores how these concessionaires identify the right entertainment for patrons and the challenges associated with such entertainment offerings. Despite Macao’s wealth of East-West culture, this study analyzes the use of such culture in Macao’s entertainment, and the creation of its unique branding. The integration of culture into such entertainment, when coupled with Macao’s smallness, may represent the essential factors to satisfy tourists’ multiple needs for entertainment products, thereby leading to Macao’s renewed branding as a center of tourism and leisure from its strong gaming image. This study is one of a few that focuses on the merger of culture and entertainment, and is exploratory and qualitative in nature. Semi-structured in-depth interviews with executives in Macao’s entertainment segment were utilized. Such interview findings were analyzed using the Miles and Huberman (1994) framework, along with the data from the annual reports of the concessionaires and the Macao Census and Statistics Service. The findings may be useful for gaming destinations planning to alter their branding.
{"title":"MACAO’S NONGAMING ENTERTAINMENT, CULTURE AND CITY BRANDING","authors":"Carlos Siu Lam, Lynn A. Jamieson","doi":"10.33776/et.v12i1.5432","DOIUrl":"https://doi.org/10.33776/et.v12i1.5432","url":null,"abstract":"Although entertainment can be a pull-factor to attract tourists in their trips, it can be easily duplicated in other jurisdictions. Focused on the non-gaming entertainment by the gaming concessionaires in Macao, this paper examines the entertainment development, and explores how these concessionaires identify the right entertainment for patrons and the challenges associated with such entertainment offerings. Despite Macao’s wealth of East-West culture, this study analyzes the use of such culture in Macao’s entertainment, and the creation of its unique branding. The integration of culture into such entertainment, when coupled with Macao’s smallness, may represent the essential factors to satisfy tourists’ multiple needs for entertainment products, thereby leading to Macao’s renewed branding as a center of tourism and leisure from its strong gaming image. This study is one of a few that focuses on the merger of culture and entertainment, and is exploratory and qualitative in nature. Semi-structured in-depth interviews with executives in Macao’s entertainment segment were utilized. Such interview findings were analyzed using the Miles and Huberman (1994) framework, along with the data from the annual reports of the concessionaires and the Macao Census and Statistics Service. The findings may be useful for gaming destinations planning to alter their branding.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"123 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"77100474","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}
M. Najjarzadeh, Nazanin Amirzade, Mohammade Reza Asadi Zarch
There is growing investment in the tourism industry, especially in the countries with potential attractions. All tourism destinations attempt to compete with other opponents and be distinctive. They also try to provide more particular experiences for visitors. The present study aims to investigate the effectiveness of the tourism brokers’ perspective on Turkey's image as a tourism destination through the mediating role of marketing communications and subjective norms. This study is an applied research based on descriptive correlational studies. The research population includes all the tourism brokers in Iran (travel agencies, tour operators, and travel agents) who provide outgoing Turkey tours. The samples (including 250 tourism brokers) are selected using a convenience sampling method and data were collected by using a questionnaire. To analyze data, Structural Equation Modeling (SEM) is applied using the Smart PLS 3 software. Results show that cognitive and affective images have a significant direct effect on tourism destination image while they have a significant indirect effect on destination image through the mediating role of marketing communications and subjective norms. Marketing Communications and Subjective Norms have a significant direct effect on destination image. Previously, there were not adequate information on and attention to the factors affecting tourism brokers in promoting Turkey as a cross-border destination, so this study is conducted to present new ideas for marketers and tourism brokers.
{"title":"TOURISM BROKERS' PERSPECTIVE ON TURKEY'S IMAGE: MARKETING COMMUNICATIONS AND SUBJECTIVE NORMS AS MEDIATORS","authors":"M. Najjarzadeh, Nazanin Amirzade, Mohammade Reza Asadi Zarch","doi":"10.33776/et.v12i1.5402","DOIUrl":"https://doi.org/10.33776/et.v12i1.5402","url":null,"abstract":"There is growing investment in the tourism industry, especially in the countries with potential attractions. All tourism destinations attempt to compete with other opponents and be distinctive. They also try to provide more particular experiences for visitors. The present study aims to investigate the effectiveness of the tourism brokers’ perspective on Turkey's image as a tourism destination through the mediating role of marketing communications and subjective norms. This study is an applied research based on descriptive correlational studies. The research population includes all the tourism brokers in Iran (travel agencies, tour operators, and travel agents) who provide outgoing Turkey tours. The samples (including 250 tourism brokers) are selected using a convenience sampling method and data were collected by using a questionnaire. To analyze data, Structural Equation Modeling (SEM) is applied using the Smart PLS 3 software. Results show that cognitive and affective images have a significant direct effect on tourism destination image while they have a significant indirect effect on destination image through the mediating role of marketing communications and subjective norms. Marketing Communications and Subjective Norms have a significant direct effect on destination image. Previously, there were not adequate information on and attention to the factors affecting tourism brokers in promoting Turkey as a cross-border destination, so this study is conducted to present new ideas for marketers and tourism brokers.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"7 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-06-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"88134714","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：