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STRATEGIJE DEMARKETINGA U UPRAVLJANJU TURISTIČKOM POTRAŽNJOM: STUDIJA SLUČAJA KASHAN U IRANU 市场营销策略:STUDIJA SLUČAJA KASHAN U IRANU
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2021-12-01 DOI: 10.22598/at/2021.33.2.167
Golnoush Zeidabadi, S. Mahmoudzadeh, M. Hemati
This study aims to measure the perception of tourist congestion and prioritize demarketing strategies in the city of Kashan. In this applied-survey research, after reviewing the literature and extracting elements and dimensions of demarketing strategies, using a questionnaire and semi-structured interview, the ideas of the participants (tour guides, local people, city authorities, tourism academics) were investigated. The results show that the perceived tourist congestion in Kashan is at its carrying capacity threshold. The authorities deem that ‘personnel’ factor (among P7s) is ranked at the top, followed by ‘price’, ‘promotion’, ‘process’, ‘physical evidence’, ‘product’, and ‘place’. The academics also see ‘personnel’ as most prominent, before ‘price’, ‘place’, ‘process’, ‘product’, and ‘physical evidence’. As for demarketing of Iran’s major tourist destination, ‘personnel’ and cooperative factor seem to different sectors for demand management seemed to have the highest influence on.
本研究旨在测量喀山市对旅游拥挤的感知,并优先考虑去营销策略。在此应用调查研究中,在回顾文献并提取去营销策略的要素和维度后,采用问卷调查和半结构化访谈的方式,调查了参与者(导游、当地人、城市当局、旅游学者)的想法。结果表明,喀山地区感知旅游拥堵已达到其承载阈值。当局认为,“人事”因素(在p7因素中)排名最高,其次是“价格”、“晋升”、“过程”、“实物证据”、“产品”、“地点”。学者们还认为“人员”是最重要的,排在“价格”、“地点”、“过程”、“产品”和“实物证据”之前。至于对伊朗主要旅游目的地的去营销,“人员”和合作因素似乎对不同部门的需求管理似乎影响最大。
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引用次数: 0
NOVI METODOLOŠKI PRISTUP LOCIRANJU USP-A U PROMOTIVNIM VIDEIMA OTOKA: SLUČAJ HRVATSKIH OTOKA
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2021-12-01 DOI: 10.22598/at/2020.33.2.139
Igal Baum, Eli Avraham
: In tourism advertisements and promotional videos of destinations, visual representations of sites, people, and scenery are among the most effective ways to draw the attention of a potential target audience. However, it seems that there has been very little research analysis of visual representations related to tourism. A significant starting point could be an analysis of the marketer’s point of view as expressed through the building of a destination’s unique selling proposition (USP) and its marketing visual representations. Dealing with a destination’s USP is very important in the case of destinations that are perceived as being similar to each other or located in the same geographical area and competing for the same target audience, such as a group of islands located in the same area. In this study we used visual semiotic analysis tools that we developed in order to study official YouTube videos of the Croatian islands and to examine the various narratives used to create their USPs. The method of analyzing promotional videos by isolating and grouping the video frames into concrete themes was used in order to locate the USP (or lack thereof) in each video. Our findings suggest that even though there is not a clear USP for each one of the Croatian islands, there is an attempt to differentiate the whole of the Croatian islands as a unique experience for a specific target audience. This experience is characterized differently from the common ‘sea and sun’ traditional product.
在目的地的旅游广告和宣传片中,景点、人物和风景的视觉表现是吸引潜在目标受众注意力的最有效方法之一。然而,似乎很少有研究分析与旅游相关的视觉表征。一个重要的起点可以是分析营销人员的观点,通过建立目的地的独特销售主张(USP)及其营销视觉表现来表达。处理目的地的USP是非常重要的,如果目的地被认为彼此相似或位于同一地理区域并争夺相同的目标用户,例如位于同一区域的一组岛屿。在这项研究中,我们使用了我们开发的视觉符号学分析工具,以研究克罗地亚岛屿的官方YouTube视频,并检查用于创建其usp的各种叙述。通过将视频帧分离并分组为具体主题来分析宣传视频的方法是为了在每个视频中找到USP(或缺乏USP)。我们的研究结果表明,尽管克罗地亚的每个岛屿都没有明确的USP,但我们试图将整个克罗地亚岛屿区分为特定目标受众的独特体验。这种体验不同于常见的“海和太阳”传统产品。
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引用次数: 0
INTERNATIONAL TOURISM AND HOSPITALITY ACADEMY AT SEA: PROGRAM ISKUSTVENOG UČENJA NA RNOV SHABAB OMAN II 国际旅游和酒店学院在海上:方案iskustvenog uČenja na rnov shabab阿曼ii
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2021-12-01 DOI: 10.22598/at/2021.33.2.237
Joshua Kattsir
: In 2021, a 28-day experiential learning program offered 27 university students an opportunity to sail on a Navy ship and learn about tourism, sustainability, and culture. Experiential education is an educational philosophy that is increasingly popular in the tourism and hospitality sector. This paper overviews the experience, with examples of times when learning took place as well as what students took out of the trip. The overall trip is summarized, and then cultural and practical experience, tourism, and sustainability are discussed. As this educational voyage presented the students with many opportunities for learning in unique environments future programs like this are recommended.
2021年,一个为期28天的体验式学习项目为27名大学生提供了在海军舰艇上航行的机会,学习旅游、可持续发展和文化。体验式教育是一种教育理念,在旅游和酒店业越来越受欢迎。这篇论文概述了这段经历,并举例说明了学习发生的时间,以及学生们从旅行中得到了什么。总结了整个行程,然后讨论了文化和实践经验,旅游和可持续性。由于这次教育之旅为学生们提供了许多在独特环境中学习的机会,我们推荐未来类似的项目。
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引用次数: 1
MODEL KONKURENTNOSTI U TURISTIČKIM DESTINACIJAMA NEMATERIJALNE KULTURNE BAŠTINE SA STAJALIŠTA TEMELJENOG NA ZNANJU 旅游目的地的社区模式&以泰门特站为例
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2021-06-01 DOI: 10.22598/at/2021.33.1.7
Desiderio J. García-Almeida, William C. Gartner
This work presents a model of intangible cultural heritage from a knowledge-based view that studies its role in destination competitiveness. Firstly, the concept of intangible cultural heritage and its relationship with tourism are reviewed. Next, the importance of destination competitiveness in the intangible heritage context and the potential to be analyzed under the framework of the knowledge-based view are addressed. As the concept of sustainable competitive advantage is key in that setting, the conditions of scarcity, relevance, place-embedded authenticity, short-term protection, and transfer of the underlying knowledge of intangible cultural heritage are discussed. Intangible cultural heritage-based sustainable competitive advantages are the basis to generate rents, but those rents should be at least partially appropriated by the local community/key stakeholders at the destination.
这项工作从知识的角度提出了一个非物质文化遗产的模型,研究其在目的地竞争力中的作用。首先,回顾了非物质文化遗产的概念及其与旅游业的关系。接下来,讨论了目的地竞争力在非物质遗产背景下的重要性,以及在知识观框架下分析的潜力。由于可持续竞争优势的概念是这一背景下的关键,因此讨论了非物质文化遗产的稀缺性、相关性、嵌入真实性、短期保护和基础知识转让的条件。基于非物质文化遗产的可持续竞争优势是产生租金的基础,但这些租金至少应由目的地的当地社区/主要利益相关者部分拨付。
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引用次数: 2
IMIDŽ DESTINACIJE: IMPLIKACIJE KATEGORIZACIJE 156 PUBLIKACIJA U RAZDOBLJU OD 2008. OD 2019. ZA BUDUĆA ISTRAŽIVANJA 部门:截至2008年,共有156个公共分类。2019年4月。用于未来的研究
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2021-06-01 DOI: 10.22598/at/2021.33.1.75
T. Alahakoon, S. Pike, A. Beatson
Destination image has been one of the most researched constructs in the tourism literature since the first studies were published in the early 1970s. Despite this enduring popularity, there is not yet a consensus on how destination image should be measured, leading to a multiplicity of viewpoints and methods. Therefore, to provide a consolidated methodological categorisation for future researchers, this paper sets out to identify the key characteristics of a sample of 156 destination image articles published between 2008 and 2019. The categorisation follows the structure of Pike’s (2002, 2007) reviews of 262 destination image articles published between 1973 and 2007. Combined with the present study, future destination image researchers will have references to, and the characteristics of, a sample of 418 destination image publications from 1973 to 2019. In addition, we highlight several key limitations in destination image research to date, which present opportunities for future studies in this important field.
自20世纪70年代初第一批研究发表以来,目的地形象一直是旅游文献中研究最多的结构之一。尽管这种持续的流行,但对于如何衡量目的地形象还没有达成共识,导致了多种观点和方法。因此,为了为未来的研究人员提供一个统一的方法分类,本文着手确定2008年至2019年间发表的156篇目的地图像文章的关键特征。该分类遵循派克(20022007)对1973年至2007年间发表的262篇目的地图片文章的评论结构。结合本研究,未来的目的地图像研究人员将参考1973年至2019年418份目的地图像出版物的样本及其特征。此外,我们强调了迄今为止目的地图像研究的几个关键局限性,这为未来在这一重要领域的研究提供了机会。
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引用次数: 0
THE 3 A’S OF STOPOVER DESTINATION ATTRACTIVENESS: ACCESS, AMBIENCE, AND ATTRACTIONS 中途停留目的地吸引力的3a:交通便利性、环境和吸引力
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2020-12-01 DOI: 10.22598/at/2020.32.2.113
S. Pike, F. Kotsi
There has been relatively little research investigating the phenomenon of stopovers during long haul air travel. The aim of this exploratory study was to identify determinants of stopover destination attractiveness. Quantitative data was collected from consumers in two countries in the northern hemisphere and two in the southern hemisphere. The survey instrument was informed by previously published qualitative research involving personal interviews in the four countries, to identify salient attributes of stopover destinations. Data from the 2000 participants in the current study identified three dimensions of destination attractiveness in the context of a stopover during long haul international air travel, which positively influence attitudinal loyalty. The findings contribute to an emerging field of research into stopover destinations. Also, the results provide tourism marketers with practical insights into the influence of previous visitation on travellers’ perceptions of stopover destinations, and the potential determinants of destination attractiveness in the context of stopovers during long haul air travel.
对长途航空旅行中中途停留现象的研究相对较少。这项探索性研究的目的是确定中途停留目的地吸引力的决定因素。从北半球两个国家和南半球两个的消费者那里收集了定量数据。该调查工具参考了之前发表的涉及四个国家的个人访谈的定性研究,以确定中途停留目的地的显著特征。本研究中2000名参与者的数据确定了长途国际航空旅行中途停留时目的地吸引力的三个维度,这些维度对态度忠诚度产生了积极影响。这些发现为研究中途停留目的地的新兴领域做出了贡献。此外,研究结果为旅游营销人员提供了实用的见解,了解以前的访问对旅行者对中途停留目的地的看法的影响,以及在长途航空旅行中途停留的情况下,目的地吸引力的潜在决定因素。
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引用次数: 4
TRAVELING BEFORE TRAVELING: VIRTUAL REALITY MARKETING IN SUPPORT OF GREATER TOURISM SUSTAINABILITY 旅行之前的旅行:虚拟现实营销支持更大的旅游业可持续性
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2020-06-01 DOI: 10.22598/at/2020.32.1.39
A. Peštek, Maida Savan
This paper investigates the relationship of information communication technology (ICT) and virtual reality (VR), and tourism, or specifically its interrelations and links to tourism sustainability. As a consumer technology, VR is still a relatively new concept, although it has been researched and used in the tourism industry for marketing purposes. The aim is to understand the different aspects of VR and ICTs and potentially link them to sustainability and perspectives on mass tourism, as well as to the potential future developments related to the ability of ICT and tourism to meet the tourists’ needs to a greater extent in the future. By use of the systematic mapping methodology, the insights into these concepts and their relations to each other are provided. The study reveals the evolution and links between the investigated concepts, the existing challenges and solutions, and the remaining gaps. The present findings indicate that VR as a trend in the tourism industry still needs significant work and improvement until it is ready to fully immerse itself into the tourism sector and especially involve itself into the issues concerning tourism and the potential of sustainability concept within the industry. Many of the concerns and conflicts still exist, but the potential of its right implementation is enormous.
本文研究了信息通信技术(ICT)和虚拟现实(VR)与旅游业的关系,特别是它们与旅游业可持续性的相互关系和联系。作为一项消费技术,VR仍然是一个相对较新的概念,尽管它已经被研究并用于旅游行业的营销目的。目的是了解虚拟现实和信息通信技术的不同方面,并可能将它们与可持续性和大众旅游的观点联系起来,以及与信息通信技术和旅游业在未来更大程度上满足游客需求的能力相关的潜在未来发展。通过使用系统的映射方法,提供了对这些概念及其相互关系的见解。该研究揭示了所调查概念之间的演变和联系,现有的挑战和解决方案,以及剩余的差距。目前的研究结果表明,虚拟现实作为旅游业的一种趋势,仍然需要大量的工作和改进,直到它准备好完全融入旅游部门,特别是涉及旅游业和行业内可持续发展概念的潜力的问题。许多关切和冲突仍然存在,但其正确实施的潜力是巨大的。
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引用次数: 2
DESTINATION PERSONALITY IMPACTS ON THE SATISFACTION AND BEHAVIORAL INTENTIONS: A CASE OF PAMUKKALE – HIERAPOLIS SITE 目的地人格对满意度和行为意向的影响&以帕穆卡莱-希拉波利斯网站为例
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2020-06-01 DOI: 10.22598/at/2020.32.1.75
L. Atay, Serkan Türkmen, Mustafa Carus
: Destination personality is one of the major brand components that differentiates a location from its competitors. This research was intended to identify the effects of destination personality on tourist satisfaction and behavioral intentions using Pamukkale, one of Turkey’s leading cultural heritage and tourism cen-ters. The research data were obtained by convenience sampling through a face-to-face questionnaire given to 350 domestic tourists who stayed in hotels located in Pamukkale-Hierapolis from April to June 2018. Factor and regression analyses were carried out for the data. The research findings indicate that perceived destination personality for Pamukkale-Hierapolis had four dimensions: competence-sophistication, natural-happy, sincerity and ruggedness, which had positive effects on destination loyalty and behavioral intentions among visitors. This research determined that a positive perception of destination personality had a very important role in increasing destination satisfaction and predicting future behaviors of tourists for the destination they visited.
:目的地个性是将一个地点与其竞争对手区分开来的主要品牌组成部分之一。本研究旨在利用土耳其领先的文化遗产和旅游中心之一Pamukkale来确定目的地个性对游客满意度和行为意向的影响。研究数据是通过方便抽样获得的,通过对2018年4月至6月居住在帕穆卡莱希拉波利斯酒店的350名国内游客进行面对面问卷调查。对数据进行了因子分析和回归分析。研究结果表明,Pamukkale-Hirapolis的目的地人格感知具有四个维度:能力成熟度、天生快乐、真诚和坚韧,这对游客的目的地忠诚度和行为意向有积极影响。本研究确定,对目的地人格的积极感知在提高目的地满意度和预测游客对所访问目的地的未来行为方面具有非常重要的作用。
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引用次数: 3
APPLYING ENVIRONMENTAL MEASURES AS PART OF SOCIAL RESPONSIBILITY: CASE OF CZECH HOTEL CHAIN 将环境措施作为社会责任的一部分:捷克连锁酒店案例
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2020-06-01 DOI: 10.22598/at/2020.32.1.7
Petr Scholz, P. Janeček, I. Linderová
The objective of this research article is to analyze the application of environmental measures at accommodation facilities in a selected hotel chain in the Czech Republic. The primary research was carried out between February and April 2018. The data were obtained through a questionnaire survey conducted by email as well as telephone and structured interviews. In terms of science methodology, the research utilized the methods of analysis and generalization. The research sample consisted of 23 accommodation facilities with the best results in the evaluation of the use of compact fluorescent lamps and LED lights (96%), central light switches (77%) and the replacement of bed linen and towels upon request (68%). Based on the research findings, it can be assumed that the accommodation facilities of the selected hotel chain require investing more financial resources into green initiatives and acquainting their staff and guests with this philosophy.
这篇研究文章的目的是分析捷克共和国一家选定连锁酒店住宿设施的环境措施应用情况。初步研究于2018年2月至4月进行。数据是通过电子邮件、电话和结构化访谈进行的问卷调查获得的。在科学方法论方面,本研究采用了分析和归纳的方法。研究样本包括23个住宿设施,在使用紧凑型荧光灯和LED灯(96%)、中央电灯开关(77%)以及根据要求更换床单和毛巾(68%)方面的评估结果最好。根据研究结果,可以假设所选连锁酒店的住宿设施需要将更多的财政资源投资于绿色举措,并让员工和客人熟悉这一理念。
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引用次数: 0
BOOK REVIEW: SPLIT’S RADUNICA AS A TOURISM DESTINATION: A STUDY OF SOCIAL INTERACTIONS 书评:斯普利特的拉杜尼察作为旅游目的地:社会互动研究
IF 0.8 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM Pub Date : 2019-12-01 DOI: 10.22598/at/2019.31.1.243
Ingeborg Matečić
Knjiga Splitska Radunica kao turistička destinacija: studija društvenih interakcija, etnološko-antropološka je studija temeljena na istraživanju društvenih interakcija uvjetovanih pojavom i razvojem turističke aktivnosti u starogradskoj splitskoj ulici Radunici. Prostor Radunice interpretiran je kao mjesto društvene proizvodnje i društvenog oblikovanja prostora te mikro turističke destinacije i predstavlja kulturnoantropološku analizu autoričinog doma kao terena. U ovoj studiji analizirani su društveni i poslovni odnosi kao i interakcije različitih sudionika tih odnosa prilikom razvoja ugostiteljske djelatnosti (pružanje ugostiteljskih usluga u domaćinstvu odnosno pružanje smještaja turistima u sobama, apartmanima ili kućama za odmor). Ovo etnografsko istraživanje na domaćem terenu s elementima autobiografi je provodilo se od 2014. do 2019. godine, iako autorica analizom zahvaća i same početke bavljenja turizmom u ulici koji sežu u razdoblje i do desetak godina ranije. Kontekst Tolić, H. (2019). Split’s Radunica as a tourism destination: a study of social interactions. Zagreb: Hrvatsko etnološko društvo. ISBN 978-953-58391-6-3
作为旅游目的地的斯普里茨卡·拉杜尼察之书:社会互动研究,一项民族人类学研究,基于对拉杜尼卡老城广场旅游活动现象和发展条件下的社会互动的研究。Radunice地区被解释为一个社会生产和社会形成的地方和微型旅游目的地,代表了对作者家作为一个领域的文化热带分析。在这项研究中,分析了社会和商业关系,以及不同参与者与主办活动(在房间、公寓或餐厅为游客提供住房服务或住房设施)发展的互动。这项国内关于自传元素的民族志研究从2014年开始进行。直到2019年。尽管作者分析了十年前街头旅游的需求和开始。上下文Tolić,H.(2019)。斯普利特的拉杜尼察作为旅游目的地:社会互动研究。萨格勒布:克罗地亚民族社会。ISBN 978-953-58391-6-3
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引用次数: 1
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Acta Turistica
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