TOURISMOS: An International Multidisciplinary Refereed Journal of Tourism |
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Volume 8, Number 3, 2013 Creative Commons: BY-NC-ND To download Volume 8, Number 3 in PDF form please click here (the file is approximately 3,25 MB and it opens in a new window). To download individual papers published in Volume 8, Number 3 in PDF form please click here (access is provided through DOAJ in a new window). Special Issue: Tourism Destination Marketing & Management Guest Editors: Chris A. Vassiliadis & Maro Vlachopoulou
Stock-option-based
executive compensation plans and lodging firms’ risk-taking Ming-Che Chien, Min-Ming Wen &
Charles C. Yang This study
investigates the impact of stock-option-based (SOB) executive compensation
by lodging industry firms on risk-taking, and whether or not perceptions
of the risk firms face affects the design of CEOs’ compensation contracts.
The data analyzed include market-based risk measures and executive
compensation for 98 firms over the period from 1992 to 2005 (totalling 734
firm-CEO observations). The study examines research questions by using
three-stage least squares in estimating a two-equation simultaneous
equation system, in which both firm’s risks and compensation structures
are endogenous. Risk is measured by total risk and idiosyncratic risk.
Results show that contracts with large versus small bonus-option
components induce risk-taking and in addition, perceptions of firms’ risk
do substantially impact the design of compensation contracts. INTENTIONS TO BOYCOTT
“UNETHICAL” HOTELS: A CONJOINT ANALYSIS Irene
Tilikidou, Antonia
Delistavrou & Christos Sarmaniotis Presents examination
of consumers’ intentions to boycott a hotel due to certain unethical
business practices. The
orthogonal design of Conjoint Analysis formulated 10 types of hotels based
on 4 attributes: environmental damage, unethical labour conditions, price
and ownership. The results indicated that almost all respondents declared
their intentions to boycott those hotels, which have been accused of both
environmental damage and unethical labour practises. Customers, who
declared the higher intentions to boycott those hotels, accused solely for
environmental damage, are above 34 years of age, employees and retired
persons. These customers are influenced by their past boycotting
experience and by their intentions to boycott brands “guilty” of financial
support to wars and unfair profiting. Customers, who declared the higher
intentions to boycott the hotels, accused solely for unfair labour
practices, are also above 34 years of age. They would boycott their
favourable brands if they were accused for exploitation of workforce. Tourism property acquisition
in south africa: a destination marketing analysis Marios Sotiriadis &
Adrinet Snyman In
the highly competitive environment of the tourism industry it has become
increasingly important to attract different market segments. This is
probably a more challenging task for South Africa (SA) which is becoming a
globally emerging destination. The aim of this paper is to report on a
study which explored the main supply-side factors influencing households
and individuals in purchasing tourism property in SA. The research
findings indicated that the five pull factors are, in order of importance,
natural resources, government policy, country’s perception and
infrastructure, competitiveness, and economy. The current study allows for
a better understanding of the factors that influence the decision of
foreigners to invest in tourism properties in SA and indicates the close
relationship between tourism property acquisition by foreigners and
tourism destination marketing. The findings also suggest that destination
marketers should seriously consider this market segment to be incorporated
into destination marketing planning and activities. PUBLIC SECTOR ALLIANCES IN MARKETING URBAN HERITAGE
TOURISM: A POST-COMMUNIST PERSPECTIVE Deyan
Hristov & Petia
Petrova This paper
investigates the current degree of collaboration and partnerships in
marketing and promotion bounded by municipal bodies and other public
organisations, involved in urban heritage tourism. As the majority of
published research projects accentuate on private and mixed stakeholder
alliances, this study is important in order to uncover the scope of
collaborative activity among public sector organisations. The research
approach adopted in this project includes the application of a case study
in the heritage town of Plovdiv, Bulgaria. The findings provide evidence
that public organisations need to realise the benefits of mutual marketing
and promotion activities created in a local, regional and Internet-based
context. The roles of the local airport, urban events, as well as the
Internet should be recognised and used as a catalyst of tourism
demand. Exploring the
Cognitive Image of a tourism destination Nikolaos
Stylos & Andreas
Andronikidis This paper
explores and evaluates the structure of the cognitive component of tourism
destination image. The empirical study is operationalized in a
sun-and-sand tourism destination of a Greek region. Given the reported
multidimensionality of the construct, and the critic on the psychometric
properties of previously defined scales measuring tourism destination
image, this study examines the applicability of a new scale and provides
empirical evidence to propose an alternative component structure for the
formation of cognitive tourism destination image. Our analysis suggests
four image dimensions: (1) must-be conditions (2) attractive conditions,
(3) appealing activities, and (4) natural environment. Implications are
discussed. IMAGE
COMPONENTS OF NIGHTLIFE-CLUBBING
DESTINATIONS Irene C. Kamenidou, Spyridon A. Mamalis,
George Kokkinis & Christos Geranis This study explored
141 British tourists’ perception of Kavos’ Corfu as a destination. It
measured the components of Kavos’ destination image. Data was collected
with an aided self –completion questionnaire and data analysis included
descriptive statistics (frequencies, percentages and means), reliability,
and factor and cluster analysis. 18 destination components were rated on a
5-point Likert scale and continuously factor analyzed, producing 4 factors
and accounting for 80.7% of the total variance. Segmentation based on
factors produced 3 segments with N=32; 50 and 59 British tourists
respectively and with Final Cluster Centers ranging from 3.03 to 4.60.
This research has contributed to the theoretical gap of the tourism
industry literature regarding destination image formation in the
Mediterranean and specifically Greece. These results can be used as a
basis for destination improvement and strategy formation.
FROM E-BUSINESS TO C-COMMERCE:
COLLABORATION AND NETWORK CREATION FOR AN E-MARKETING TOURISM
STRATEGY Androniki Kavoura & Vicky
Katsoni The role of networks has been recently
associated with tourism planning. It may lead to a win-win situation for
the promotion of a destination, since all parts involved cooperate to
promote a uniform and complete tourist experience. Visitors, residents and
business organizations who are associated directly or indirectly with a
market destination need to develop dynamic relations through
co-operation. The paper argues for the necessity of
public and private collaboration, an issue that needs to be taken into
consideration when networks are created for tourism marketing. National tourism organisations can have a
significant role to play in these networks. To this end, the role of
social media and information technology is of significance for destination
marketing. Incorporation of information and communication technologies and
the adoption of c-commerce in a marketing tourism destination strategy may
strengthen networks and alliances between the public-private sector for
the implementation of a successful tourism development.
POSITIONING AND BRANDING A WILDERNESS TOURIST
ATTRACTION TO MEET ALL STAKEHOLDERS OBJECTIVES
Agnes
Otjen The Beartooth
Nature Center (BNC) is Montana’s premier wildlife education refuge. Home to over seventy wild animals
unable to be returned to their natural environments after accidents or
abandonment, the BNC houses mountain lions, bears, moose, bobcats, and a
variety of large birds. Located in Red lodge, Montana, the northern
gateway to the world- renowned Yellowstone National Park, the BNC is in a
unique position to create greater awareness of important ecological and
wilderness sustainability issues for. Primarily funded through donations
from tourists and local residents, effective branding and marketing are
crucial for its survival.
This article presents a 2011 student-driven brand development and
marketing campaign designed to create greater visibility and name
recognition for the BNC.
Using contemporary theories which emphasize the importance of
including all stakeholders in the branding process, students created a
brand-positioning television and targeted collateral campaign. As a result
of this campaign, attendance at the BNC doubled the following summer. This
case study confirms that bringing multiple stakeholders into the branding
process is a highly effective way to create a powerful message for
eco-tourist destinations. EXPLORING BRAND
CONFUSION THROUGH HOTEL ADVERTS
Evangelos
Christou Brand
confusion takes place when a person views an advertisement for a
particular brand as a communication about a different brand. The purpose of this study is to investigate the
problem of brand confusion in advertising and more specifically, to study
into more depth some of the parameters that lead to brand confusion in
print advertising of international hotel-chains. This study was conducted in 127 men and
women, and based on 17 international hotel-chain advertisements.
Respondents were selected through quota sampling, using age and
education as variables. Consumer
characteristics and the dependent variable ‘brand confusion’ were measured
through a questionnaire completed during interview, while print
advertisements were presented followed by a set of questions containing
measures of the attitude towards the advertisement. The purpose of this study was
to explore the issue of brand confusion in advertising of international
hotel chains, a topic never surveyed in the past. This study was limited to a
specific product category (international hotel chains), hence practical
implications should be formulated with caution. Nevertheless, the
following suggestions seem to be valid: The affective reaction to hotel
advertisement is very important; advertisement likeability leads to less
hotel brand confusion; hotel advertisements should be distinctive and not
too information dense; building awareness, loyalty and involvement reduce
brand confusion.
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