The academic background of tourism marketing dates back to the 1960s. There had been a slight increase in its capacity until the early 1990s. However, since then, it has boomed, reaching thousands of scientific journal articles and tens of scientific books published only in English each year. Therefore, this study aims to present how tourism marketing has progressed academically within the past 60 years over four waves and how this progress may move forward as the next wave.
A bibliometric analysis grounds this study, which characterizes the past and present of tourism marketing research and anticipates the future. Content analysis, such as word clouds and social network analysis, was adopted to identify topic clusters and their connections. A total of 9,239 articles published between 1969 and 2024 were extracted from Scopus. Software packages such as VOSviewer were used to determine connections within topics.
The authors have assessed the findings broadly. Four waves were from the late 1960s to the first quarter of 2000. In spite of the limited size of papers at the early stage, the last wave saw a boom and a diversified number and category of subjects studied. In each wave, new subjects were added to broaden the picture.
The discussion of findings is based only on those scientific papers published in English since 1969 but excludes the whole list of textbooks. Subsequent research should also consider all papers and textbooks released in different languages to have the broadest picture assessment worldwide.
The study conveys various suggestions for industry practitioners and policymakers to focus on carefully assessing trends in marketing tourism services and how these may be shaped shortly. This may help practitioners and policymakers redesign their services and marketing strategies in light of future developments.
This study continues a recent study published by Kozak (2023) that has been elaborated, particularly from the industry perspective. The current study examines the academic profile of all subjects investigated in the case of tourism marketing, but mainly in an academic sense. Accordingly, this paper outlines the facts and trends researchers may follow throughout the research frame published in the past six decades.
旅游营销的学术背景可以追溯到20世纪60年代。在20世纪90年代初之前, 旅游营销的研究能力有所提升, 但增幅有限。然而, 自那时起, 旅游营销领域迅速发展, 每年仅用英文发表的期刊文章已达到数千篇, 出版的书籍也达到了数十本。因此, 本研究旨在展示过去60年内旅游营销研究在学术上的发展历程, 分为四个浪潮, 并探讨未来可能出现的下一个发展浪潮。
本研究以文献计量分析为基础, 描述了旅游营销研究的过去和现在, 并预测了未来的发展。采用内容分析方法, 如词云和社交网络分析, 确定了主题集群及其相互联系。从Scopus数据库中提取了1969年至2024年间发表的9,239篇文章, 并使用VOSview
People with visual impairments or blindness (PwVIB) are mostly excluded from tourism activities. Despite the rise of assistive technology (AT) solutions in Tourism, acceptance remains low because of the difficulty of providing the right functionality, effectiveness and usability. Arguably, it can be said that disability-oriented training can affect the latter two and, therefore, an AT solution’s acceptance. This paper aims to contribute to the theory development and conceptualization of technology acceptance of AT solutions in Tourism by studying, in the context of the Unified Theory of Acceptance and Use of Technology (UTAUT), the effects of training PwVIB on using AT solutions. This study presents the effects of training on the tourism behavior of PwVIB and provides valuable information to the stakeholders.
Questionnaire data collected from 128 PwVIB after evaluating an AT were subjected to exploratory and confirmatory factor analysis and structural equation modeling followed by post-evaluation interviews. The used application, called BlindMuseumTourer, enables high-precision autonomous indoor navigation for PwVIB in tourist places like museums and places of health care.
The results of this study indicate the partial satisfaction of the extended model validating the importance of performance expectancy and training (the new factor) in predicting the behavioral intention of PwVIB tourists toward using ATs during their tourist activities. This suggests that practitioners have to provide performant technological solutions accompanied by special training sessions for improved engagement and satisfaction.
This study contributes to the UTAUT theory in the context of Tourism for PwVIB by adding a new factor and replacing two moderator variables. To the best of the authors’ knowledge, no similar work is studying AT acceptance by PwVIB in the tourism literature. Furthermore, the validation process used a novel indoor navigation application, demonstrating its effectiveness in the Tactual Museum of Greece.
视障或失明人士（PwVIB）大多被排除在旅游活动之外。尽管辅助技术（AT）解决方案在旅游业中兴起, 但由于难以提供适当的功能、有效性和可用性, 接受度仍然很低。可以说, 以残疾为导向的培训会影响后两者, 从而影响对辅助技术解决方案的接受程度。本文旨在通过在技术接受和使用统一理论（UTAUT）的背景下, 研究培训 PwVIB 对使用 AT 解决方案的影响, 为旅游行业对 AT 解决方案的技术接受的理论发展和概念化做出贡献。本研究将介绍培训对 PwVIB 旅游行为的影响, 并为利益相关者提供有价值的信息。
对 128 名无身份者在评估了辅助设施后收集的问卷数据进行了探索性因素分析、确认性因素分析和结构方程模型分析, 然后进行了评估后访谈。所采用的应用程序名为 “BlindMuseumTourer”, 可在博物馆和医疗场所等旅游景点为 PwVIB 提供高精度的自主室内导航。
结果表明, 扩展模型的部分结果验证了性能预期和培训（新因素）在预测无障碍游客在旅游活动中使用自动视听设备的行为意向方面的重要性。这表明, 从业人员必须提供性能优越的技术解决方案, 并辅以专门的培训课程, 以提高参与度和满意度。
本研究通过增加一个新因素和替换两个调节变量, 为UTAUT 理论在无障碍游客旅游方面的应用做出了贡献。据我们所知, 在旅游文献中, 还没有类似的工作是研究 PwVIB
Tourism faces a range of interconnected and potentially transformative global risks – collectively considered an evolving polycrisis – that have not been adequately defined and understood. As a result, the industry struggles to proactively anticipate and mitigate potential future challenges, while governments lack insight for strategic longer-term decision-making on tourism development. The purpose of this paper is to advance tourism sector consideration of global change threats and their complex interactions and more effectively incorporate these risks into tourism futures planning.
This conceptual gap is addressed through a discussion of the World Economic Forum’s Global Risk Reports, and their definition of environmental, economic, geopolitical, societal and technological risk categories. In applying results to tourism, a preliminary expert assessment of global risks serves as a foundational framework to incorporate potential global change threats more effectively into tourism futures planning and decision-making.
Additional research should be prioritized to examine global risks most influential of tourism, how and where they may interact, how to convert risk categories into measurable indicators and to evaluate whether risk assessments can contribute to mitigating the evolving polycrisis.
This paper discusses the systematic and strategic engagement with global risks for tourism, critically reviews the World Economic Forum’s Global Risk Reports from tourism perspective, presents key risk dimensions driving future tourism development, provides a foundational framework to further assess global risk for tourism and compels tourism academy to prioritize global change research agenda.
旅游业面临一系列相互关联并且具有潜在变革性的全球风险——这些风险被统称为不断演变的多重危机——尚未得到充分定义和理解。因此, 行业难以主动积极预测和应对未来的挑战, 而政府在旅游发展中的长期战略决策上也缺乏洞见。
本文通过讨论世界经济论坛的《全球风险报告》及其对环境、经济、地缘政治、社会和技术风险类别的定义, 弥补了这一概念上的空白。在将这些结果应用于旅游业时, 初步的专家评估为更有效地将潜在的全球变化威胁纳入旅游业未来规划和决策提供了基础框架。
应优先开展进一步研究, 以探讨对旅游业影响最大的全球风险、这些风险可能如何以及在何处相互作用、如何将风险类别转化为可衡量的指标, 以及风险评估是否有助于缓解不断演变的多重危机。
讨论了旅游业与全球风险的系统性和战略性应对; 从旅游业的角度批判性地审视了世界经济论坛的《全球风险报告》; · 提出了驱动未来旅游业发展的关键风险维度; · 提供了进一步评估旅游业全球风险的基础框架; · 呼吁旅游学界优先关注全球变化研究议程。
El turismo se enfrenta a una serie de riesgos mundiales interconectados y potencialmente transformadores-considerados globalmente como policrisis en evolución-que no se han definido ni comprendido adecuadamente. En consecuencia, el sector se esfuerza por anticipar y mitigar de forma proactiva los posibles retos futuros, mientras que los gobiernos carecen de información para tomar decisiones estratégicas a larg
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