Pub Date : 2023-07-04DOI: 10.1177/13567667231183475
T. Hu, Yangyan Zhang
As an important part of tourist shopping, the study of duty-free shopping experiences is of great value for enhancing economic growth in the travel retail market and improving the image of tourist destinations. However, current research on duty-free shopping has failed to meet these practical requirements. To effectively identify tourists’ shopping needs and develop effective shopping strategies, we conducted a study from the perspective of destination marketing organizations. For comments on duty-free shopping, we used thematic modeling and sentiment analysis. The thematic analysis showed five themes based on the duty-free shopping experience: perceived variety and function, perceived online process, perceived service, perceived environment, and perceived cost. Our study begins with a duty-free shopping tourism experience and expands on relevant research findings to enrich the tourist shopping knowledge system. Through this study, we hope to provide appropriate and targeted recommendations for marketing shopping tourist destinations.
{"title":"Exploring tourist shopping from the perspective of duty-free shopping: An analysis of online reviews","authors":"T. Hu, Yangyan Zhang","doi":"10.1177/13567667231183475","DOIUrl":"https://doi.org/10.1177/13567667231183475","url":null,"abstract":"As an important part of tourist shopping, the study of duty-free shopping experiences is of great value for enhancing economic growth in the travel retail market and improving the image of tourist destinations. However, current research on duty-free shopping has failed to meet these practical requirements. To effectively identify tourists’ shopping needs and develop effective shopping strategies, we conducted a study from the perspective of destination marketing organizations. For comments on duty-free shopping, we used thematic modeling and sentiment analysis. The thematic analysis showed five themes based on the duty-free shopping experience: perceived variety and function, perceived online process, perceived service, perceived environment, and perceived cost. Our study begins with a duty-free shopping tourism experience and expands on relevant research findings to enrich the tourist shopping knowledge system. Through this study, we hope to provide appropriate and targeted recommendations for marketing shopping tourist destinations.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46453944","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-04DOI: 10.1177/13567667231186558
Frédéric Ponsignon, J. Holmqvist
Setting up a tourist attraction provides brands with the opportunity to offer visitors an experience that promotes their brand image. This paper explores how to design such an experience by focusing on the tourist attraction of a famous luxury brand, Hennessy Cognac. Through an in-depth case study, the paper contributes to the tourism literature by developing a framework for experience design in branded tourist attractions. This framework bridges the gap between abstract design principles and corresponding operational actions in practice to support the realization of visitor experiences that improve brand perceptions. Moreover, it suggests a requirement for congruency between the characteristics of the brand and the design of the visitor experience.
{"title":"A framework for designing visitor experiences in branded tourist attractions: Insights from a luxury Cognac brand","authors":"Frédéric Ponsignon, J. Holmqvist","doi":"10.1177/13567667231186558","DOIUrl":"https://doi.org/10.1177/13567667231186558","url":null,"abstract":"Setting up a tourist attraction provides brands with the opportunity to offer visitors an experience that promotes their brand image. This paper explores how to design such an experience by focusing on the tourist attraction of a famous luxury brand, Hennessy Cognac. Through an in-depth case study, the paper contributes to the tourism literature by developing a framework for experience design in branded tourist attractions. This framework bridges the gap between abstract design principles and corresponding operational actions in practice to support the realization of visitor experiences that improve brand perceptions. Moreover, it suggests a requirement for congruency between the characteristics of the brand and the design of the visitor experience.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-07-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47063384","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-02DOI: 10.1177/13567667231185378
I. Carvalho, Ana Ramires, M. Iglesias, Alexandra Fidalgo
Language tourism is characterized by language learning being a primary or secondary motivation for the trip. Although language tourists typically take language courses in the destination, many also choose to develop their language skills autonomously through immersion. However, the mechanisms underlying this choice are ignored, particularly in a context where informal language tourists are still largely neglected in the literature. This study seeks to identify the main factors that predict language tourists’ decision to take language lessons in the destination, using a binary logistic regression model. A sample of 964 language tourists is used, which comprises both formal ( N = 409) and informal ( N = 555) language tourists. It is concluded that the decision to take language lessons in the destination is positively influenced by trip length, greater formality of pre-trip learning strategies, having a scholarship, traveling without relatives, being motivated to learn a language due to instrumental reasons, and purposeful choice of language travel destination for language-related reasons, among other variables. Informal language tourism is positively influenced by having acquaintances in the destination, traveling with relatives, investing more in self-directed language learning strategies, and having shorter stays, among other variables. This study sheds light on a group of travellers that has been neglected by both academia and the tourism industry.
{"title":"Not all language tourists take language courses – the determinants of formal and informal language tourism","authors":"I. Carvalho, Ana Ramires, M. Iglesias, Alexandra Fidalgo","doi":"10.1177/13567667231185378","DOIUrl":"https://doi.org/10.1177/13567667231185378","url":null,"abstract":"Language tourism is characterized by language learning being a primary or secondary motivation for the trip. Although language tourists typically take language courses in the destination, many also choose to develop their language skills autonomously through immersion. However, the mechanisms underlying this choice are ignored, particularly in a context where informal language tourists are still largely neglected in the literature. This study seeks to identify the main factors that predict language tourists’ decision to take language lessons in the destination, using a binary logistic regression model. A sample of 964 language tourists is used, which comprises both formal ( N = 409) and informal ( N = 555) language tourists. It is concluded that the decision to take language lessons in the destination is positively influenced by trip length, greater formality of pre-trip learning strategies, having a scholarship, traveling without relatives, being motivated to learn a language due to instrumental reasons, and purposeful choice of language travel destination for language-related reasons, among other variables. Informal language tourism is positively influenced by having acquaintances in the destination, traveling with relatives, investing more in self-directed language learning strategies, and having shorter stays, among other variables. This study sheds light on a group of travellers that has been neglected by both academia and the tourism industry.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47110892","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-01DOI: 10.1177/13567667221095588
Viriya Taecharungroj
This research analysed tourist experiences on beaches and suggested appropriate brand positioning for Thai beach destinations. A new destination positioning method was proposed involving a topic modelling algorithm, hierarchical clustering and textual analysis using data from 75,500 TripAdvisor reviews. Eleven tourist experiences and five clusters of distinctive beach destinations were identified. Findings suggested that the Tourism Authority of Thailand should replace their current “all-in-one” message with strategic and relevant communications to strengthen brand positioning by reinforcing the positive experiences and improving the negative aspects of beach tourism. Experiential brand positioning can assist DMOs to differentiate destinations as multi-faceted and dynamic.
{"title":"Experiential brand positioning: Developing positioning strategies for beach destinations using online reviews","authors":"Viriya Taecharungroj","doi":"10.1177/13567667221095588","DOIUrl":"https://doi.org/10.1177/13567667221095588","url":null,"abstract":"This research analysed tourist experiences on beaches and suggested appropriate brand positioning for Thai beach destinations. A new destination positioning method was proposed involving a topic modelling algorithm, hierarchical clustering and textual analysis using data from 75,500 TripAdvisor reviews. Eleven tourist experiences and five clusters of distinctive beach destinations were identified. Findings suggested that the Tourism Authority of Thailand should replace their current “all-in-one” message with strategic and relevant communications to strengthen brand positioning by reinforcing the positive experiences and improving the negative aspects of beach tourism. Experiential brand positioning can assist DMOs to differentiate destinations as multi-faceted and dynamic.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":"29 1","pages":"313 - 330"},"PeriodicalIF":5.1,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41510259","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-22DOI: 10.1177/13567667231164807
C. Pai, Haoran Chen, Timothy J. Lee, S. Hyun, Yumeng Liu, Yanqi Zheng
The tourism industry is highly sensitive to negative environmental factors, as can be seen in the coronavirus disease 2019 pandemic, when many countries and regions shifted from over-tourism to under-tourism, resulting in the continuation of multiple serious impacts on destinations. To systematically reveal the specific impacts of under-tourism on tourism destinations, this study aims to (a) understand the impact of resident perceptions of under-tourism; (b) investigate the relationship between place attachment and resident perceptions of under-tourism, and (c) examine the relationships between the resident perception of under-tourism and life satisfaction. The perceived impacts of under-tourism are subdivided into positive economic impact, negative economic impact, positive social impact, negative social impact, and positive environmental impact, based on the triple bottom line and social exchange theory. The research was conducted with the involvement of 296 local residents and foreign workers in Macau. The findings show that place attachment has a positive impact on their perceived positive economic impact and positive social impact. Resident perceptions of positive economic impact, positive social impact, and positive environmental impact have a positive influence on their satisfaction with life, and negative economic impact and negative social impact have a negative influence on their satisfaction. Using the results of this study we expand the literature on social exchange theory in tourism, broaden the theory of resident perceptions of impact, and also provide relevant practical suggestions for destinations to recover and maintain sustainable development based on tourism.
{"title":"The impacts of under-tourism and place attachment on residents’ life satisfaction","authors":"C. Pai, Haoran Chen, Timothy J. Lee, S. Hyun, Yumeng Liu, Yanqi Zheng","doi":"10.1177/13567667231164807","DOIUrl":"https://doi.org/10.1177/13567667231164807","url":null,"abstract":"The tourism industry is highly sensitive to negative environmental factors, as can be seen in the coronavirus disease 2019 pandemic, when many countries and regions shifted from over-tourism to under-tourism, resulting in the continuation of multiple serious impacts on destinations. To systematically reveal the specific impacts of under-tourism on tourism destinations, this study aims to (a) understand the impact of resident perceptions of under-tourism; (b) investigate the relationship between place attachment and resident perceptions of under-tourism, and (c) examine the relationships between the resident perception of under-tourism and life satisfaction. The perceived impacts of under-tourism are subdivided into positive economic impact, negative economic impact, positive social impact, negative social impact, and positive environmental impact, based on the triple bottom line and social exchange theory. The research was conducted with the involvement of 296 local residents and foreign workers in Macau. The findings show that place attachment has a positive impact on their perceived positive economic impact and positive social impact. Resident perceptions of positive economic impact, positive social impact, and positive environmental impact have a positive influence on their satisfaction with life, and negative economic impact and negative social impact have a negative influence on their satisfaction. Using the results of this study we expand the literature on social exchange theory in tourism, broaden the theory of resident perceptions of impact, and also provide relevant practical suggestions for destinations to recover and maintain sustainable development based on tourism.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":"1 1","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41994128","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-20DOI: 10.1177/13567667231183480
Francisco Peco-Torres, A. I. Polo-Peña, Dolores M. Frías-Jamilena
Online reputation is critical for hotel firms, as evidenced by consumer ratings in online media. The present study aims to develop insights into the antecedents of the hotel firm's online reputation and thus make a dual contribution to the literature by (a) examining the strategies implemented via online media as antecedents and (b) combining the firm's perception of the value it has delivered with the market's perspective. A quantitative empirical study on hotel firms and their consumers was conducted. The results show that the firm's perception of the value it has delivered (“firm perceived value”)—the antecedents of which are strategic online reputation-management and the strategic use of revenue-management—has a positive and significant effect on online reputation (as measured from the customer perspective), and that strategic online reputation-management has a positive and significant effect on the strategic use of revenue-management.
{"title":"How to enhance online reputation? An empirical study from a joint customer–firm perspective","authors":"Francisco Peco-Torres, A. I. Polo-Peña, Dolores M. Frías-Jamilena","doi":"10.1177/13567667231183480","DOIUrl":"https://doi.org/10.1177/13567667231183480","url":null,"abstract":"Online reputation is critical for hotel firms, as evidenced by consumer ratings in online media. The present study aims to develop insights into the antecedents of the hotel firm's online reputation and thus make a dual contribution to the literature by (a) examining the strategies implemented via online media as antecedents and (b) combining the firm's perception of the value it has delivered with the market's perspective. A quantitative empirical study on hotel firms and their consumers was conducted. The results show that the firm's perception of the value it has delivered (“firm perceived value”)—the antecedents of which are strategic online reputation-management and the strategic use of revenue-management—has a positive and significant effect on online reputation (as measured from the customer perspective), and that strategic online reputation-management has a positive and significant effect on the strategic use of revenue-management.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-06-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43068501","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-19DOI: 10.1177/13567667231182539
Feriel Gadhoumi, P. Legohérel, Karim Errajaa
The literature stresses the importance of measuring the destination brand image to determine a successful tourism promotion strategy, a strategy that is likely to enhance the competitiveness and attractiveness of a destination in a highly competitive and changing environment. Measurement scales are commonly used by academics and practitioners. An empirical study was conducted with French tourists, regarded as the main source market for the competing destinations of Tunisia and Spain. In light of a prior qualitative study, the brand image was quantitatively measured using semantic differential scales taken from the literature and adapted following expert advice. The results raised the issue of the international adaptation of measurement scales, despite the proper use of the operative procedures for measurement scales valid in several countries. The main objective of the present study is to raise a methodological issue regarding the desirable degree of adaptation of the measurement scales used by Destination Marketing Organizations while taking into account the validity and reliability constraints of the tools. To what extent is the adapted version of the chosen scale equivalent to the source version? The present study, conducted on two destinations and different cultural contexts, shows that a rigorous adaptation might lead to a loss of about 40% of the original scales.
{"title":"The need for a contextualized adaptation of the evaluation of the destination image","authors":"Feriel Gadhoumi, P. Legohérel, Karim Errajaa","doi":"10.1177/13567667231182539","DOIUrl":"https://doi.org/10.1177/13567667231182539","url":null,"abstract":"The literature stresses the importance of measuring the destination brand image to determine a successful tourism promotion strategy, a strategy that is likely to enhance the competitiveness and attractiveness of a destination in a highly competitive and changing environment. Measurement scales are commonly used by academics and practitioners. An empirical study was conducted with French tourists, regarded as the main source market for the competing destinations of Tunisia and Spain. In light of a prior qualitative study, the brand image was quantitatively measured using semantic differential scales taken from the literature and adapted following expert advice. The results raised the issue of the international adaptation of measurement scales, despite the proper use of the operative procedures for measurement scales valid in several countries. The main objective of the present study is to raise a methodological issue regarding the desirable degree of adaptation of the measurement scales used by Destination Marketing Organizations while taking into account the validity and reliability constraints of the tools. To what extent is the adapted version of the chosen scale equivalent to the source version? The present study, conducted on two destinations and different cultural contexts, shows that a rigorous adaptation might lead to a loss of about 40% of the original scales.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42779381","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-18DOI: 10.1177/13567667231181466
Rocío Alarcón-López, I. López-López, S. Ruiz-de-Maya
Nowadays, co-creation is a significant trend in the hospitality industry. Through two experiments, this paper investigates the effects of low and high outcome quality resulting from co-creation on consumer satisfaction. In particular, we examine engagement and emotions as the underlying mechanisms that mediate the relationship between outcome quality and satisfaction. Our findings build upon a service-dominant logic framework and indicate that outcome quality influences customer satisfaction, with emotions acting as a mediator for low-quality outcomes and engagement as a mediator for high-quality outcomes. Interestingly, engagement operates in low outcome quality settings and partly compensates for a suboptimal result, highlighting the key role co-creation can play in the event of a failed encounter. This article contributes to co-creation literature as well as to the ongoing methodological debate on emotion measurement. In addition, it offers managerial insightful directions for hospitality companies.
{"title":"Low and high outcome quality in co-created hospitality services: Two explanations for consumer satisfaction","authors":"Rocío Alarcón-López, I. López-López, S. Ruiz-de-Maya","doi":"10.1177/13567667231181466","DOIUrl":"https://doi.org/10.1177/13567667231181466","url":null,"abstract":"Nowadays, co-creation is a significant trend in the hospitality industry. Through two experiments, this paper investigates the effects of low and high outcome quality resulting from co-creation on consumer satisfaction. In particular, we examine engagement and emotions as the underlying mechanisms that mediate the relationship between outcome quality and satisfaction. Our findings build upon a service-dominant logic framework and indicate that outcome quality influences customer satisfaction, with emotions acting as a mediator for low-quality outcomes and engagement as a mediator for high-quality outcomes. Interestingly, engagement operates in low outcome quality settings and partly compensates for a suboptimal result, highlighting the key role co-creation can play in the event of a failed encounter. This article contributes to co-creation literature as well as to the ongoing methodological debate on emotion measurement. In addition, it offers managerial insightful directions for hospitality companies.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41996570","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-18DOI: 10.1177/13567667231179756
J. Barreal, Julio Vena-Oya, Pere Mercadé-Melé
Policymakers need to develop measures to counter overcrowding and relocate excess tourism in congested areas to others with fewer visitors. This article proposes a methodological framework consisting of a survey and statistical tools to a gain deeper understanding of tourist profiles and characteristics and determine how covariates affect the ratio of each group in the market. Spatial analysis is performed to determine regional cluster patterns and propose measures aimed at alleviating congested areas by redirecting tourism to other destinations with less pressure without losing the economic impact of tourism. The proposed methodology is applied to international tourists in Spain and reveals some relevant aspects of four international tourism profiles. The analysis confirms the existence of spatial dependence between Spanish regions, suggesting that the application of public policies in one region could have implications for neighbouring ones.
{"title":"Addressing regional tourism policy: Tools for sustainable destination management","authors":"J. Barreal, Julio Vena-Oya, Pere Mercadé-Melé","doi":"10.1177/13567667231179756","DOIUrl":"https://doi.org/10.1177/13567667231179756","url":null,"abstract":"Policymakers need to develop measures to counter overcrowding and relocate excess tourism in congested areas to others with fewer visitors. This article proposes a methodological framework consisting of a survey and statistical tools to a gain deeper understanding of tourist profiles and characteristics and determine how covariates affect the ratio of each group in the market. Spatial analysis is performed to determine regional cluster patterns and propose measures aimed at alleviating congested areas by redirecting tourism to other destinations with less pressure without losing the economic impact of tourism. The proposed methodology is applied to international tourists in Spain and reveals some relevant aspects of four international tourism profiles. The analysis confirms the existence of spatial dependence between Spanish regions, suggesting that the application of public policies in one region could have implications for neighbouring ones.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47695828","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-15DOI: 10.1177/13567667231181953
Kai Xin Tay, J. Chan, D. Mohamad
This study examines the marketing mix that is required to decrease travel fears (TF) and increase travel intentions (TI) after the lifting of COVID-19 travel restrictions. It also investigates the mediating effect of TF on the marketing mix strategy to increase TI as well as the moderating effect of gender and employment status on the correlations of the developed model. Structural equation modelling was used to analyse 1830 survey responses. The findings indicate that there are only product-based marketing mix strategies decrease TF and increase TI while promotion-based strategies have the opposite effect. TF were found to mediate the effect of product- and promotion-based strategies on TI while gender and employment status had little effect on the direct correlations and mediating effects of the developed model. The conventional marketing mix strategy; specifically, price- and place-based strategies; are no longer relevant in the current context of the COVID-19 pandemic.
{"title":"Do the 4Ps of marketing mix strategy assuage fears of travelling?","authors":"Kai Xin Tay, J. Chan, D. Mohamad","doi":"10.1177/13567667231181953","DOIUrl":"https://doi.org/10.1177/13567667231181953","url":null,"abstract":"This study examines the marketing mix that is required to decrease travel fears (TF) and increase travel intentions (TI) after the lifting of COVID-19 travel restrictions. It also investigates the mediating effect of TF on the marketing mix strategy to increase TI as well as the moderating effect of gender and employment status on the correlations of the developed model. Structural equation modelling was used to analyse 1830 survey responses. The findings indicate that there are only product-based marketing mix strategies decrease TF and increase TI while promotion-based strategies have the opposite effect. TF were found to mediate the effect of product- and promotion-based strategies on TI while gender and employment status had little effect on the direct correlations and mediating effects of the developed model. The conventional marketing mix strategy; specifically, price- and place-based strategies; are no longer relevant in the current context of the COVID-19 pandemic.","PeriodicalId":47859,"journal":{"name":"Journal of Vacation Marketing","volume":" ","pages":""},"PeriodicalIF":5.1,"publicationDate":"2023-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48513935","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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