CULTURAL TOURISM: AN ASSESSMENT OF MARKETING STRATEGIES IN DALIAN, NANJING AND HAINAN, CHINA
|
|
- Damian Burke
- 7 years ago
- Views:
Transcription
1 CULTURAL TOURISM: AN ASSESSMENT OF MARKETING STRATEGIES IN DALIAN, NANJING AND HAINAN, CHINA Xiye Wang, University of Alberta Geoff Wall, University of Alberta Introduction With adequate income and free time, as well as improvements in health care and the economy, Chinese people now have more opportunity to travel. Participating in a tour organized by a local travel agency is a common way to travel in big cities, and the number of group tourists has increased each year in China. This is because of the relatively low price and convenience, as well as people s lack of traveling experiences by themselves. The government pays attention to both tourism economic and social benefits, and the entrepreneurs mainly focus on the economic benefits. However, neglecting marketing tools or making use of them in an incorrect way restricts domestic tourism (Liu, 2002). Cultural tourism is an emerging theme in contemporary tourism in China, but there is no widely accepted framework for cultural tourism studies. This study applies a simple conceptual framework to cultural tourism: (1) high culture; (2) popular culture; (3) festivals and special events (ISTC-Tourism, 1991). It has a clear definition of each category and is simple to apply to the types of data being collected, making it a more useful framework than many others. Travel brochures are a marketing tool and an information distribution channel. In addition to their promotional functions, an analysis of their contents can help in the understanding of tourism itself. Their value has been neglected for a long time by the public and private sectors in China, and the role of brochures in advertising individual attractions and activities needs to be examined. Previous studies have revealed the importance of culture in tourism (Prosser, 2001; Simpson, 1993) cultural representation in tourism (Ashworth, 1994; Ashworth and Tunbridge, 1990; Cheung, 1999; Greenwood, 1989; Hall et al, 1997; Uzzell, 1989) and propose that culture and tourism are combined in tourism development (Patterson, 1976; Ritchie and Zins, 1978). Besides, Morgan and Pritchard (1998) call for further examination of the significance of culture in tourism, as cultural tourism, in reality, has often been simply commercialized. In addition, the representation of cultural components of brochures and their analysis are seldom referred to in the former research, especially in domestic tourism. The main objectives of the study were to examine the use of brochures as a communication tool by producers of tourism products; to determine the dimensions of the cultural differences and the emphasized cultural themes in Dalian, Nanjing and Hainan in a tourism context; and to evaluate the importance of local culture in tourism marketing. A major question is raised by reviewing the literature: How and what aspects of culture are being marketed differently in Dalian, Nanjing and Hainan? Methods The research was conducted in four places in the People s Republic of China: Dalian, Nanjing, Hainan and Beijing. Nanjing is an inland destination whereas Hainan and Dalian are seaside tourism destinations. Nanjing has rich history and culture because
2 of its important position in the past, while Hainan and Dalian are relatively new, emerging tourism destinations which have a less prominent history. Thus, the varied locations are expected to be reflected in a diversity of cultural expressions and associated influences on local tourism. Beijing was selected to be the source of information on the other three sites. This study focused on measuring the cultural components (both verbal and visual contents) used in tourism marketing, specifically in the well-designed brochures, as well as the perspectives of both governments and travel agencies. Five government officials, two in Dalian, two in Nanjing and one in Hainan were interviewed; ten interviews were conducted with individuals from different travel agencies in Beijing, giving fifteen interviews in total. Finally, 53 brochures were collected from the three destinations: 17 brochures were from Dalian, 18 brochures were from Nanjing and another 18 were from Hainan. Both words and pictures in brochures were analyzed using content analysis: (1) Each brochure was studied, and key words and phases were highlighted. Pictures were coded according to the descriptive words in the captions, or important words prominently displayed in the photo. (2) A set of categories based on the cultural tourism framework was used for organizing information. (3) In order to check accuracy, a colleague was asked to go through the brochures and put all the key words and pictures into the categories as well. (4) After noticing that the literal and pictorial representations of culture were significantly different among the three places, the Chi-square test was used to examine whether the differences between places were real (with at least 95% confidence). The interview transcription was analyzed and interpreted qualitatively in terms of an interview report. Results In general, there were no differences between textual and pictorial representation in cultural components in tourism. The frequency of use of both textual and pictorial representations of culture varied significantly between the study sites. The results suggest that high culture, especially historical heritage, is significant in Nanjing tourism, popular culture is vital in Hainan tourism, and festivals and special events are key elements in Dalian tourism. Local culture is vitally important in tourism and is emphasized and portrayed by vivid images of people, activities and buildings through words and pictures in brochures in tourism marketing. However, it is hard to make a conclusion that the primary focus of the tours is on experiencing culture. Brochures are not a main promotional tool in China in practice due to their limited availability. Brochures were regarded as being an expensive means of promotion. The distribution of brochures was not comprehensive. However, operators of government, travel agencies and tourism attractions more and more realize the importance of promotional brochures; other tools such as guide books, videos, tour guides and so forth could compensate for the shortage of printed information that is distributed. Discussion As expected, this research makes both theoretical and practical contributions to our existing knowledge. The theoretical contribution lies in the fact that it provides a
3 simple cultural tourism framework that identifies the cultural products that the business operators advertise to the visitors. The marketing system is clarified to provide a better understanding of the role that brochures play in tourism marketing in China. There are different perspectives on cultural tourism marketing between different local governments, as well as between the government and the tourism industry. Generally speaking, in tourism marketing, governments show more interest in the image of a destination while business operators are more concerned about the price and the services. Travel agencies are seldom concerned about marketing cultural tourism products. This can be explained by five reasons: (1) Interview results indicate that only a small proportion of tourists show strong interest in culture and most people experience culture incidentally when they travel; thus the domestic cultural tourism market is currently limited. (2) The designed routes or tours are readily copied by other companies. (3) The operations of the travel agencies are restricted by the government. Some routes are constrained or off-limits to organized tours. (4) Large-scale travel agencies have their own long-term solid market in Beijing. They cater to a specific clientele. (5) The selling of tourism products relies heavily on personal relationships. Brochures are not a main information source. The main problem is in the costs of production and distribution; for many organizations the design, production and distribution of their annual tourism brochure is the single most important and most expensive item in the marketing budget. Thus, brochures are made only at special times for promotional purposes and usually appear in quantity only at business promotion shows and regional and national tourism exhibitions. They are only now beginning to be made available in local tourism service centres. This investigation is only a preliminary study of the cultural representations in tourism brochures. In this study the investigation has been undertaken largely through the frequency of mention of cultural components in the promotion of commercialized cultural tourism products. Also, it is difficult to explore cultural tourism adequately by interviewing marketing professionals and government officials. In future studies, more stakeholders should be considered, such as the perceptions of local residents and tourists. In addition, since the brochure is not a main information supplier to tourists in China, there is a need to examine different promotional tools to find out tourists preferences for sources of information on destinations. Practical Applications The practical implications of this research are: (1) Traditional marketing tools still dominate. Advertising on television and in the newspaper are still the first choice of travel agencies; however there is a great potential demand for the application of new technologies. With new information and communication technologies, the world is shrinking as information is transferred with the click of a mouse. To survive and prosper in such a competitive environment, it is necessary for both the public and private sectors to update strategies continuously. Nevertheless, due to the rapid growth in the number of small and medium-sized travel agencies, it is difficult to implement convenient, time and money-saving new technologies in a short time.
4 (2) Brochures have been long neglected in China. They need: To have more elaborate designs, from the layouts to the contents, and to target different groups of tourists to increase the effectiveness of promotional messages. Brochure production should also not only be the responsibility of a single agency (such as government, tourist attraction or travel agencies), because the cost of production can be reduced through multi-agency cooperation. (3) Tour guides are an important means of conveying information to tourists and their greater use is an emerging strategy in cultural tourism marketing in China. Not only do they supply and interpret information concerning the destinations, they also encourage the visitors to experience cultural activities due to the economic benefits that accrue. This, in turn, helps to promote local culture. (4) The image of a place is highly relevant to cultural tourism. It is important to know how to project a tourism destination's identity, image and branding in order to sell an image which visitors are then able to experience. The tourism image should incorporate the cultural components in tourism, while cultural tourism helps to build the tourism image of the place. The image that represents each study area has been formed as a generalization about the place. Local culture can be regarded as one of the characteristics of the image. The strength of both the traditional and the contemporary culture should be enhanced and the place's distinctiveness should be emphasized in tourism marketing. References Ashworth, G.J. and Tunbridge, J.E. (1990). The tourist-historic city. London: Belhaven Press. Ashworth, G.J. (1994). From history to heritage: from heritage to identity: in search of concepts and models. In: Ashworth, G.J. and Larkham, P.J. (Eds.), Building a new heritage: tourism, culture and identity in the New Europe. London: Routledge and Kegan Paul. Cheung, S.C.H. (1999). The meanings of a heritage trail in Hong Kong. Annals of Tourism Research, 26 (3), Greenwood, D. (1989). Culture by the pound: an anthropological perspective in tourism as cultural commodification. In: hosts and guests: the anthropology of tourism. PA: University of Pennsylvania Press. Hall, S. (ed). (1997). Representation: cultural representations and signifying practices. London: Sage and the Open University. ISTC-Tourism (1991). Investigative study on the cultural tourism sector. Canada Directorate. Liu, D.Q. (2002) Analysis and Prediction on China Domestic Tourism. Retrieved February 14, 2002, from Morgan, N. and Pritchard, A. (1998). Tourism promotion and power: creating images, creating identities. Chichester, UK: Wiley. Patterson, W.D. (1976). Pacifica Nostra. Tourism International Policy, 3rd Quarter: pp.2-6. Prosser, G. (2001). Regional tourism. In Douglas. N., Douglas. N., and Derrett. R. (eds.), Special interest tourism. Singapore: John Wiley and Sons Australia.
5 Ritchie, J.R.B. and Zins, M. (1978). Culture as determinant of the attractiveness of a tourism region. Annals of Tourism Research, 5 (2), Simpson, B. (1993). Tourism and tradition: from healing to heritage. Annals of Tourism Research, 20 (1), Uzzell, D. (Ed.) (1989). Heritage interpretation: the natural and built environment. London: Belhaven Press.
6 ABSTRACTS of Papers Presented at the Eleventh Canadian Congress on Leisure Research May 17 20, 2005 Hosted by Department of Recreation and Tourism Management Malaspina University-College Nanaimo, B.C. Abstracts compiled and edited by Tom Delamere, Carleigh Randall, David Robinson CCLR-11 Programme Committee Tom Delamere Dan McDonald Carleigh Randall Rick Rollins and David Robinson Copyright 2005 Canadian Association for Leisure Studies ISBN
CHALLENGES FACED BY RURAL/REMOTE TOURISM BUSINESSES ON VANCOUVER ISLAND: AN EXPLORATORY STUDY Lynne Siemens, Malaspina University-College
CHALLENGES FACED BY RURAL/REMOTE TOURISM BUSINESSES ON VANCOUVER ISLAND: AN EXPLORATORY STUDY Lynne Siemens, Malaspina University-College Abstract Businesses in rural/remote regions face challenges associated
More informationTHE SPIRITUAL NATURE OF TIME AND SPACE FOR SELF: THE POTENTIAL OF LEISURE TO ENGAGE THE HUMAN SOUL
THE SPIRITUAL NATURE OF TIME AND SPACE FOR SELF: THE POTENTIAL OF LEISURE TO ENGAGE THE HUMAN SOUL Christopher Schmidt, University of Waikato Donna E. Little, University of Waikato Introduction Understanding
More informationThe Digital Challenge in Destination Branding: Brief Approach to the Portuguese case
The Digital Challenge in Destination Branding: Brief Approach to the Portuguese case Eduardo Henrique da Silva Oliveira Department of Spatial Planning & Environment Faculty of Spatial Sciences, University
More informationDESIGN AND EVALUATION OF A LEISURE EDUCATION PROGRAM FOR CAREGIVERS OF INSTITUTIONALIZED CARE RECIPIENTS Jodie Charters, University of Wisconsin
DESIGN AND EVALUATION OF A LEISURE EDUCATION PROGRAM FOR CAREGIVERS OF INSTITUTIONALIZED CARE RECIPIENTS Jodie Charters, University of Wisconsin Introduction The Canadian Study of Health and Aging (CSHA)
More informationPERIPHERAL ACTIVITIES Fashion photography Hair care and cosmetics Accessories Perfumes Modelling
designer fashion PERIPHERAL ACTIVITIES Fashion photography Hair care and cosmetics Accessories Perfumes Modelling RELATED ACTIVITIES Magazine publishing Design education Graphic design Product design CORE
More informationWHAT ARE RECREATION GRADUATES DOING?
WHAT ARE RECREATION GRADUATES DOING? Katherine Fortier, Dalhousie University Graham Thompson, Dalhousie University Laurene Rehman, Dalhousie University Jerome Singleton, Dalhousie University The rapid
More informationskills mismatches & finding the right talent incl. quarterly mobility, confidence & job satisfaction
skills mismatches & finding the right talent incl. quarterly mobility, confidence & job satisfaction Randstad Workmonitor Global Press Report wave 3-2012 Randstad Holding nv September 2012 content Chapter
More informationSOTHEBY S AUCTION HOUSE EMBRACING OUR BRAND S POWERFUL INFLUENCE
SOTHEBY S AUCTION HOUSE EMBRACING OUR BRAND S POWERFUL INFLUENCE 1955 1973 2001 2012 Sotheby s became the first truly international auction house when it expanded from London to New York It was the first
More informationOpportunities for Growth in the UK Events Industry
Opportunities for Growth in the UK Events Industry Roles & responsibilities A report to the All Party Parliamentary Group For Events Presented jointly by the October 2011 1 Contents 1.0 The UK events industry
More informationThe Television Shopping Service Model Based on HD Interactive TV Platform
, pp. 195-204 http://dx.doi.org/10.14257/ijunesst.2014.7.6.17 The Television Shopping Service Model Based on HD Interactive TV Platform Mengke Yang a and Jianqiu Zeng b Beijing University of Posts and
More informationThe Design and Implementation of a Cloud-Based Tour Guide System for the Taiwan Lantern Festival
Proceedings of International Symposium on City Planning 2013 The Design and Implementation of a Cloud-Based Tour Guide System for the Taiwan Lantern Festival *1Dr. Hung Nien Hsieh, *2Dr. Hsin Wen Chang,
More informationWebsites Marketing Strategy of Travel Agency Using an Integrated Theory of 4C and 4P
Websites Marketing Strategy of Travel Agency Using an Integrated Theory of 4C and 4P LIAO Huilan School of Business Administration, Guangxi University of Finance and Economics, China, 530003 182240669@qq.com
More informationChina Travel Mission 2016. Prospectus
China Travel Mission 2016 Prospectus 23 to 26 October Shanghai, China Page 1 of 6 Overview Tourism Western Australia (Tourism WA) invites tourism businesses in Western Australia to participate in the annual
More informationCompetitiveness of Travel Agencies in the European Tourism Market. Iris Mihajlović. University of Dubrovnik, Dubrovnik, Croatia
Chinese Business Review, ISSN 1537-1506 April 2013, Vol. 12, No. 4, 278-286 D DAVID PUBLISHING Competitiveness of Travel Agencies in the European Tourism Market Iris Mihajlović University of Dubrovnik,
More informationStrictly tourism? The co-evolution of tourism brands and place branding.
Strictly tourism? The co-evolution of tourism brands and place branding. FELICITY PICKEN To support chapter 6 INTRODUCTION Place-based marketing is not particularly new. Tourism, as a principal author
More informationShen_han@fudan.edu.cn
Shen_han@fudan.edu.cn Consumer Behavior Destination Marketing Service Marketing Service Mangement Associate Professor Tourism Department Fudan University, Shanghai, China Deputy Secretary General International
More informationMarket opportunities in China. Summary of market research on China for the VET sector
Market opportunities in China Summary of market research on China for the VET sector Targeted cities in China Seven locations (eight cities) have been selected as the main targets for the promotion of
More informationBachelor of Business International Event Management
Bachelor of Business International Event Unit name Aim Topics covered Level 1 BUS101 Accounting Fundamentals The aim of the unit is to provide students with the fundamental skills and knowledge to understand
More informationHow To Communicate With The Municipality Of Meaford
Corporate Communications Strategy March 2011 TABLE OF CONTENTS TOPIC PAGE # Objective 3 Background 3 Target Groups 3 Core Components 3 1. Internal Communications 4 2. External Communications 5 3. Social
More informationHospitality, Travel and Tourism Marketing: SEA Aquarium Sentosa, Singapore
Hospitality, Travel and Tourism Marketing: SEA Aquarium Sentosa, Singapore Tjeng Ngi Sun TMC Academy Singapore zhuanglaiyun@gmail.com Abstract According to the Guinness Book of World Records, Singapore
More informationUnderstanding Tourists' Involvement with Pop Culture : A Case of Korean Pop Music
University of Massachusetts - Amherst ScholarWorks@UMass Amherst Tourism Travel and Research Association: Advancing Tourism Research Globally Turning Insights Into Actions ~ the Crucial Role of Tourism
More informationTHE CPA AUSTRALIA ASIA-PACIFIC SMALL BUSINESS SURVEY 2015 HONG KONG REPORT
THE CPA AUSTRALIA ASIA-PACIFIC SMALL BUSINESS SURVEY 2015 HONG KONG REPORT 2 THE CPA AUSTRALIA ASIA-PACIFIC SMALL BUSINESS SURVEY 2015 HONG KONG REPORT LEGAL NOTICE CPA Australia Ltd ( CPA Australia )
More informationImpact of Visitation on Destination Image: Examination of Chinese tourists visiting New York City
Impact of Visitation on Destination Image: Examination of Chinese tourists visiting New York City Yiying He Hospitality and Tourism Management Purdue University, USA And Jonathon Day Hospitality and Tourism
More informationCOURSE SYLLABUS TOUR 601 CURRENT ISSUES AND THEORIES FOR HOSPITALITY AND TOURISM MANAGEMENT
Note: Course content may be changed, term to term, without notice. The information below is provided as a guide for course selection and is not binding in any form, and should not be used to purchase course
More informationAudiences London Cultural Tourism Resources
Audiences London Cultural Tourism Resources Factsheet 1: Definitions of Cultural Tourism Factsheet 2: Key facts and figures Factsheet 3: Segmenting Cultural Tourists Factsheet 4: How Visit London can help
More informationThe Impact of The European Crisis on Travel To and From Europe and China & Asia-Pacific
The Impact of The European Crisis on Travel To and From Europe and China & Asia-Pacific A Report by Research For Travel Ltd July 2012 Research For Travel Ltd The Impact of The European Crisis on Travel
More informationA Study on Effectiveness of Search Keyword Advertising to Attract Tourists Online
名 古 屋 学 院 大 学 論 集 社 会 科 学 篇 第 52 巻 第 2 号 pp. 167 175 Article A Study on Effectiveness of Search Keyword Advertising to Attract Tourists Online Masahide YAMAMOTO Faculty of Foreign Studies Nagoya Gakuin
More informationTHE ALBERTA CAPITAL MARKET:
THE ALBERTA CAPITAL MARKET: A COMPARATIVE OVERVIEW MAY 214 REPORT TABLE OF CONTENTS Table of Contents Introduction 5 Executive Summary 6 Key Observations from 213 7 Provincial Comparisons 8 Charts and
More informationTourism New Zealand Commerce Committee Annual Review
Tourism New Zealand Commerce Committee Annual Review 2013/14 ADDITIONAL QUESTIONS (128-134) Tourism New Zealand Commerce Committee Annual Review - 2013/14 Additional Questions: 128-134 128. The Committee
More informationMarket opportunities in China. Summary of market research on China for the early childhood education sector
Market opportunities in China Summary of market research on China for the early childhood education sector Targeted cities in China Seven locations (eight cities) have been selected as the main targets
More informationInternational Education in the Comox Valley: Current and Potential Economic Impacts
International Education in the Comox Valley: Current and Potential Economic Impacts FINAL REPORT March 2012 Prepared by: Vann Struth Consulting Group Inc. Vancouver, BC www.vannstruth.com Prepared for:
More informationSNS Information Credibility, Medical Tourism Website Credibility and Destination Image
, pp.141-145 http://dx.doi.org/10.14257/astl.2015.114.27 SNS Information Credibility, Medical Tourism Website Credibility and Destination Image Min-sook Kim Dept. of Economic and Commerce, Keimyung University
More informationPreliminary Discussion on Program of Computer Graphic Design of Advertising Major
Cross-Cultural Communication Vol. 11, No. 9, 2015, pp. 19-23 DOI:10.3968/7540 ISSN 1712-8358[Print] ISSN 1923-6700[Online] www.cscanada.net www.cscanada.org Preliminary Discussion on Program of Computer
More informationWorld Tourism Organization RECOMMENDATIONS TO GOVERNMENTS FOR SUPPORTING AND/OR ESTABLISHING NATIONAL CERTIFICATION SYSTEMS FOR SUSTAINABLE TOURISM
World Tourism Organization RECOMMENDATIONS TO GOVERNMENTS FOR SUPPORTING AND/OR ESTABLISHING NATIONAL CERTIFICATION SYSTEMS FOR SUSTAINABLE TOURISM Introduction Certification systems for sustainable tourism
More informationBang. for your Buck. pwc. The effectiveness of advertising in international media
Bang for your Buck The effectiveness of advertising in international media pwc Bang for your Buck a PwC study commissioned by CNN International Authors Thomas Hoehn, Andrew Sharp, Alison Sprague, Hsiu
More informationDigital Marketing VS Internet Marketing: A Detailed Study
Digital Marketing VS Internet Marketing: A Detailed Study 1 ATSHAYA S, 2 SRISTY RUNGTA 1,2 Student- Management Studies Christ University, Bengaluru, Karnataka, India Abstract: The article talk about digital
More informationto success To be successful in today s highly competitive tourism industry, you must attend to each of the following areas.
Steps to success To be successful in today s highly competitive tourism industry, you must attend to each of the following areas. Getting assistance In establishing and developing your tourism business,
More informationUNDERSTANDING YOUR TARGET AUDIENCE AND DEFINING YOUR VALUE PROPOSITION
57 Stage 3: Set Up and Start Up Theme 6: Marketing UNDERSTANDING YOUR TARGET AUDIENCE AND DEFINING YOUR VALUE PROPOSITION Now that you re ready to turn your idea into a reality and begin defining your
More informationThe Concept of City Marketing and Place Brand Management
The Concept of City Marketing and Place Brand Management City Marketing Seminar 16 th of April, 2012 Sønderborg, Denmark Sebastian Zenker, PhD, Senior Researcher Erasmus School of Economics, Erasmus University
More informationANALYSIS OF GIS HIGHER EDUCATION IN CHINA
ANALYSIS OF GIS HIGHER EDUCATION IN CHINA Liu Yaolin Shen Yuanchun School of Resource and Environmental Science, Wuhan University, Wuhan City (430079),P.R. China (yaolib610@163.com) KEY WORDS: GIS Higher
More informationSpanish Unit 4: Writing in Spanish
Edexcel GCSE Spanish Unit 4: Writing in Spanish Controlled Assessment Valid from September 2011 onwards Paper Reference 5SP04/01 You do not need any other materials. These possible controlled assessment
More informationTHE POTENTIAL EVALUATION FOR SUPPLY CHAIN VALUE ADDED IN TOURISM INDUSTRY OF THAILAND
THE POTENTIAL EVALUATION FOR SUPPLY CHAIN VALUE ADDED IN TOURISM INDUSTRY OF THAILAND by Kemkanit Sanyanunthana Information Technology Program, Suan Dusit Rajabhat University, Bangkok, 10300, Thailand
More informationFull-time MSc in Logistics and Supply Chain Management
Full-time MSc in Logistics and Supply Chain Management Course structure and content 2016-2017 The course has been developed to produce expert logistics and supply chain professionals who can take the skills
More informationMARKETING CONNECTING YOU WITH CHINESE TOURISTS & AUDIENCES
MARKETING CONNECTING YOU WITH CHINESE TOURISTS & AUDIENCES ABOUT US Huan Ying Marketing is a specialist China focussed marketing agency helping Canadian businesses and organizations, target Chinese inbound
More informationInternational IPTV Consumer Readiness Study
International IPTV Consumer Readiness Study Methodology The Accenture International IPTV Study is based on structured telephone interviews using a standard questionnaire and quantitative analysis methods
More informationEvaluating Travelers Response to Social Media Using Facets-based ROI Metrics
University of Massachusetts - Amherst ScholarWorks@UMass Amherst Tourism Travel and Research Association: Advancing Tourism Research Globally Turning Insights Into Actions ~ the Crucial Role of Tourism
More informationBiological Diversity and Tourism: Development of Guidelines for Sustainable Tourism in Vulnerable Ecosystems
Biological Diversity and Tourism: Development of Guidelines for Sustainable Tourism in Vulnerable Ecosystems Secretariat of the Convention on Biological Diversity Foreword The rapid and often uncontrolled
More informationA PROPOSED MODEL OF MARKETING COMMUNICATIONS FOR RECREATION AND TOURISM PROGRAMS AND SERVICES
A PROPOSED MODEL OF MARKETING COMMUNICATIONS FOR RECREATION AND TOURISM PROGRAMS AND SERVICES Ken Hammer, Malaspina -College Introduction Marketing has become an integral part of the delivery of recreation
More informationIMPACT OF CORPORATE GOVERNANCE ON PERFORMANCE OF COMPANIES IGOR TODOROVIĆ 1
MONTENEGRIN IMPACT OF JOURNAL CORPORATE OF ECONOMICS GOVERNANCE Vol. 9, ON No. PERFORMANCE 2 Special Issue OF COMPANIES (May, 2013), 47-53 47 IMPACT OF CORPORATE GOVERNANCE ON PERFORMANCE OF COMPANIES
More informationThe Federation of Hong Kong Hotel Owners Limited PROPOSAL TO ESTABLISH A HOTEL CLASSIFICATION SYSTEM FOR HONG KONG
PROPOSAL TO ESTABLISH A HOTEL CLASSIFICATION SYSTEM FOR HONG KONG INTRODUCTION Hotel owners world wide have recognized the importance and benefits of belonging to a benchmark. To remain competitive, they
More informationBarriers to the implementation of Integrated Marketing Communications: The client perspective.
Barriers to the implementation of Integrated Marketing Communications: The client perspective. Discussions on Integrated Marketing Communications (IMC) in the academic and practitioner journals are gradually
More informationConsidering the Cultural Issues of Web Design in Implementing Web-Based E-Commerce for International Customers
Considering the Cultural Issues of Web Design in Implementing Web-Based E-Commerce for International Customers Kyeong. S. Kang The First International Conference on Electronic Business, Faculty of Information
More informationEvaluating the use of the web for tourism marketing in Hong Kong
University of Wollongong Research Online Faculty of Commerce - Papers (Archive) Faculty of Business 2009 Evaluating the use of the web for tourism marketing in Hong Kong Gregory M. Kerr University of Wollongong,
More informationNational Tourism Organizations
04 Kalbaska, N. (2014). National Tourism Organizations National Tourism Organizations online training offer. Switzerland Travel Academy Case Study Nadzeya Kalbaska Institute for Communication Technologies
More informationHumanistic PE-Current Practice of Physical Education in Colleges and Universities. Wei Dai
3rd International Conference on Science and Social Research (ICSSR 2014) Humanistic PE-Current Practice of Physical Education in Colleges and Universities Wei Dai Physical Education College, Sichuan University
More informationExamining the Travel consumer s Perception of the Effect of the Internet on Travel Agencies: Evidence from Northern Cyprus
International Journal of Business and Social Science Vol. 4 No. 1; January 2013 Examining the Travel consumer s Perception of the Effect of the Internet on Travel Agencies: Evidence from Northern Cyprus
More informationCHAPTER 3 RESEARCH METHODOLOGY
CHAPTER 3 RESEARCH METHODOLOGY 3.1 Introduction This study is survey research in order to study marketing strategies for sustainable cultural tourism in Nakhon Si Thammarat. In case of primary data were
More informationBasics of Dimensional Modeling
Basics of Dimensional Modeling Data warehouse and OLAP tools are based on a dimensional data model. A dimensional model is based on dimensions, facts, cubes, and schemas such as star and snowflake. Dimensional
More informationCharter airlines in Greece
Charter airlines in Greece P. Arvanitis, G. Williams & I. Stockman Air Transport Group Cranfield University, United Kingdom. Abstract Charter operators have been serving the Greek islands for over the
More informationLONDON S CULTURAL TOURISTS
LONDON S CULTURAL TOURISTS CONTENTS Overview 4. SECTION 01 About this research 6. SECTION 02 Visits to London 9. SECTION 03 Factors of influence 13. SECTION 04 Cultural itineraries 16. SECTION 05 Popular
More informationResponsible Gambling Awareness Survey
Responsible Gambling Awareness Survey Execuitive Summary The Institute for the Study of Commercial Gaming, University of Macau 2010-03 Responsible Gambling Awareness Survey In order to evaluate the effectiveness
More informationKINGSOFT ANNOUNCES 2015 ANNUAL RESULTS * * * REVENUE REACHES A NEW RECORD HIGH KINGSOFT CLOUD ENJOYS OUTSTANDING PERFORMANCE
For Immediate Release KINGSOFT ANNOUNCES ANNUAL RESULTS * * * REVENUE REACHES A NEW RECORD HIGH KINGSOFT CLOUD ENJOYS OUTSTANDING PERFORMANCE FINANCIAL HIGHLIGHTS (RMB 000) For the 3 Months Ended Dec 31
More information9395 TRAVEL AND TOURISM
CAMBRIDGE INTERNATIONAL EXAMINATIONS GCE Advanced Subsidiary Level and GCE Advanced Level MARK SCHEME for the May/June 2013 series 9395 TRAVEL AND TOURISM 9395/32 Paper 3 (International Business & Leisure
More informationIDENTIFYING ISSUES WITH LOCAL RECREATION PROVIDERS FOR THE 2004-2009 INDIANA SCORP
IDENTIFYING ISSUES WITH LOCAL RECREATION PROVIDERS FOR THE 2004-2009 INDIANA SCORP Amy L. Sheaffer, Ph.D. Department of Natural Resources and Environmental Management WQ 114 Ball State University Muncie,
More informationResearching Current Issues in Aviation
Unit 18: Researching Current Issues in Aviation Unit code: H/504/2292 QCF Level 4: BTEC Higher National Credit value: 10 Guided learning hours: 60 Aim and purpose The aim of this unit is to give learners
More informationFood & Coffee Offers New Ideas to Drive Non Fuel Income
RPS Energy is part of RPS Group, a FTSE 250 company with a turnover of $700m. RPS Energy is one of the world s leading suppliers of independent commercial advisory services, project management support,
More informationModule Aims To provide students with a strategic perspective on contemporary marketing communication management within an international context
MN3455 Advertising and Promotion in Brand Marketing Professor Chris Hackley Introduction This course aims to provide students with a strategic perspective on contemporary marketing communication management
More informationCreating Careers. Together.
Creating Careers. Together. REATING CAREERS OGETHER OUR CLIENTS WORDS, NOT OURS Over a 6 year period the sourcing and supply of Legal Executives and support staff have been an integral part to the delivery
More informationUTILIZING PROJECT MANAGEMENT TO STARTUP A COMPANY IN THE IT INDUSTRY
8 MAJID MAHMOOD UTILIZING PROJECT MANAGEMENT TO STARTUP A COMPANY IN THE IT INDUSTRY ABSTRACT The problem of literature exists in the inter-relation of the 2 fields of Project management and Entrepreneurship.
More informationfood tourism october 2014 Culinary experiences as a means of travelling and discovering countries
Culinary experiences as a means of travelling and discovering countries october 2014 WHO WE ARE p 3 THE STUDY p 4 SCENARIO p 6 TRENDS THE CULINARY TRAVELLER CONCLUSIONS p12 p21 p26 Pangaea network Who
More informationEconomic Impact of Trade & Consumer Shows
Economic Impact of Trade & Consumer Shows R ESEARCH C ONDUCTED BY M ARION J OPPE, P H.D. HS CHRIS C HOI, P H.D. D ONGKOO YUN, P H.D. ON BEHALF OF TOURISM TORONTO IN PARTNERSHIP WITH INTERNATIONAL CENTRE,
More informationMonitoring the Visitor Experience in New Zealand
Monitoring the Visitor Experience in New Zealand Summary Prepared for Tourism Industry Association New Zealand (TIA) The New Zealand Tourism Research Institute Auckland University of Technology www.nztri.org
More informationChap 11 & 12. Measuring the Cost of Living THE CONSUMER PRICE INDEX
Chap 11 & 12 Chap 10: Measuring a Nation s Income: GDP, Nominal GDP, Real GDP, and GDP Deflator Next topic: Chap 11: Measuring the Cost of Living: CPI GDP from an whole economy point of view CPI from a
More informationReflection Report International Semester
Reflection Report International Semester Studying abroad at KTH Royal Institute of Technology Stockholm 18-01-2011 Chapter 1: Personal Information Name and surname: Arts, Rick G. B. E-mail address: Department:
More informationCHAPTER 5 MARKET RESEARCH
CHAPTER 5 MARKET RESEARCH Travel and Tourism: New Lanark Case Study (Int 1 AH) 59 Travel and Tourism: New Lanark Case Study (Int 1 AH) 60 5. MARKET RESEARCH 5.1 REASONS FOR CARRYING OUT MARKET RESEARCH
More informationMaterial waste in the China construction industry: Minimization strategies and benefits of recognition
INTERNATIONAL JOURNAL OF ENERGY AND ENVIRONMENT Volume 5, Issue 6, 2014 pp.717-722 Journal homepage: www.ijee.ieefoundation.org Material waste in the China construction industry: Minimization strategies
More informationKey Issues Facing Hotel And Tourism Development In Hong Kong
Key Issues Facing Hotel And Tourism Development In Hong Kong By The Federation of Hong Kong Hotel Owners October 2012 1 The Federation of Hong Kong Hotel Owners At A Glance The Federation of Hong Kong
More informationPress Conference International Tourism Research Centre Institute for Tourism Studies, Macao. 21 October 2011
Macao VisitorProfile Study Press Conference International Tourism Research Centre Institute for Tourism Studies, Macao 21 October About the VPS Methodology Data comes from quarterly field surveys of visitors
More informationPERCEPTIONS OF THE CONCEPT OF INTERNAL MARKETING- A PILOT STUDY
PERCEPTIONS OF THE CONCEPT OF INTERNAL MARKETING- A PILOT STUDY ABSTRACT This study focuses on the perceptions of Internal Marketing in the higher education sector of Australian Capital Territory and Regional
More informationReview of Business Information Systems Second Quarter 2009 Volume 13, Number 2
An Investigation Into Computerized Estimating Software Used In Accounting For Cost Estimates By Residential Builders Mark D. Law, Bloomsburg University, USA Gary S. Robson, Bloomsburg University, USA ABSTRACT
More informationGraduate Coursework in Liberal Arts. and Cross-Cultural Research
Graduate Coursework in Liberal Arts Graduate Research in Interdisciplinary and Cross-Cultural Research Taught by staff across the Research School of Humanities and the Arts, including the Interdisciplinary
More informationLAPLAND VITALITY FOR LIFE
LAPLAND VITALITY FOR LIFE An Abstract of Lapland Tourism Strategy 2007-2010 1. GOOD RESULTS THROUGH STRATEGIC PLANNING The earlier tourism strategy for Lapland set the guidelines for regional tourism development
More informationManaging Information Systems: Ten Essential Topics
Preface Information systems have become an essential part and a major resource of the organization; and they can radically affect the structure of an organisation, the way it serves customers, and the
More informationUsability Requirements for Accessible Tourism Systems
Usability Requirements for Accessible Tourism Systems Eleni (Elina) Michopoulou a and Dimitrios Buhalis b a School of Culture and Lifestyle University of Derby, Buxton, UK e.michopoulou@derby.ac.uk b etourism
More informationAlmaTourism N. 10, 2014: Ahmmed M., An Analysis on Tourism Marketing in Bangladesh. Journal of Tourism, Culture and Territorial Development
AlmaTourism Journal of Tourism, Culture and Territorial Development An Analysis on Tourism Marketing in Bangladesh Mortuza A. University of Dhaka (Bangladesh) ABSTRACT Tourism is the fastest growing and
More informationRollins College Strategic Marketing Guidelines
Rollins College Strategic Marketing Guidelines Role of the Strategic Marketing Team The Rollins College Strategic Marketing Initiative was designed to provide a substantial means to increase the visibility
More informationSKYE & LOCHALSH ECONOMIC UPDATE OCTOBER 2003
NETWORK ECONOMIC INFORMATION SKYE & LOCHALSH ECONOMIC UPDATE OCTOBER 2003 HIGHLIGHTS The population of Skye & Lochalsh in 2001 was 12,136, an increase of 3.2% from 1991 and higher than the growth of 0.8%
More informationProgramme: MSc in International Hospitality Management. Course Title: HOTEL SERVICES OPERATIONS MANAGEMENT
Programme: MSc in International Hospitality Management Course Title: HOTEL SERVICES OPERATIONS MANAGEMENT Course Code: HOTS901 Scheduled for trimester: 3 Prerequisite/s: Nil Credit hours: 3 Co-requisite/s:
More informationTRAVEL LAW QUARTERLY CONTRIBUTION TO THE PROFESSIONAL LITERATURE OVER SIX YEARS
[2014] T RAVEL L AW Q UARTERLY 277 TRAVEL LAW QUARTERLY CONTRIBUTION TO THE PROFESSIONAL LITERATURE OVER SIX YEARS Jeff Wilks and Donna Pendergast A thematic content analysis of the six years (187 authored
More informationSurvey of young person s perception and ideas on Baltic Sea Region tourism products
Survey of young person s perception and ideas on Baltic Sea Region tourism products Lise Lyck 1 Survey of young person s perception and ideas on Baltic Sea Region tourism products Copenhagen Business School
More informationThe Image of Orlando as a Tourist Destination: A Reflection through Postcards
The Image of Orlando as a Tourist Destination: A Reflection through Postcards Jeeyeon Jeannie Hahm Rosen College of Hospitality Management University of Central Florida Xu Li Rosen College of Hospitality
More informationOn Creative Thinking in Advertising Design Based on Modern. Elements. Xiaorong Yuan. Guangxi Arts University, Nanning, 530022, China
International Conference on Education Technology and Economic Management (ICETEM 2015) On Creative Thinking in Advertising Design Based on Modern Elements Xiaorong Yuan Guangxi Arts University, Nanning,
More informationBrochure Distribution Research Summer 2010
Brochure Distribution Research Summer 2010 Summary Report of Key Findings Prepared By: Professor Ian Cross Director of the Center for Marketing Technology Bentley University Methodology Professor Ian Cross,
More informationCHAPTER FIVE CONCLUSIONS, DISCUSSIONS AND RECOMMENDATIONS
CHAPTER FIVE CONCLUSIONS, DISCUSSIONS AND RECOMMENDATIONS This chapter presents (1) summary of the study, (2) summary of the findings, (3) discussions of the results, (4) conclusions, and (5) recommendations
More informationPERSONALIZED WEB MAP CUSTOMIZED SERVICE
CO-436 PERSONALIZED WEB MAP CUSTOMIZED SERVICE CHEN Y.(1), WU Z.(1), YE H.(2) (1) Zhengzhou Institute of Surveying and Mapping, ZHENGZHOU, CHINA ; (2) North China Institute of Water Conservancy and Hydroelectric
More informationThe Importance of Trust in Relationship Marketing and the Impact of Self Service Technologies
The Importance of Trust in Relationship Marketing and the Impact of Self Service Technologies Raechel Johns, University of Canberra Bruce Perrott, University of Technology, Sydney Abstract Technology has
More informationIntroduction. ¹The rise of the digital bank, McKinsey & Company, (July 2014)
Content Introduction 4 Delivering Data-Driven Unique Experiences 6 Peer Validation and Reassurance 8 Localized Targeting 10 Form Optimization 12 Identification of Visitors with High Lifetime Value 14 Omnichannel
More information2014 GLOBAL CUSTOMER SERVICE BAROMETER COMPARISON OF FINDINGS ACROSS MARKETS
2014 GLOBAL CUSTOMER SERVICE BAROMETER COMPARISON OF FINDINGS ACROSS MARKETS Research Methods This research was completed online among a random sample of consumers aged 18+ in: U.S. Canada Mexico Italy
More informationInterview studies. 1 Introduction... 1. 2 Applications of interview study designs... 2. 3 Outline of the design... 3
Interview studies Contents 1 Introduction... 1 2 Applications of interview study designs... 2 3 Outline of the design... 3 4 Strengths and weaknesses of interview study designs... 6 5 References... 7 1
More informationJob Description. Director of Fundraising and Marketing
Job Title: Brand Manager Salary and Pay Band: Band F, Level 2 Hours: Job Holder: Team (Directorate/ Nation): Location: Manager: 35 hours per week Vacant Fundraising and Marketing, MS National Centre North
More information