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Kaynak, Erdener; Kucukemiroglu, Orsay; Kara, Ali; Dalgic, Tevfik
doi: 10.1177/135676679600200402pmid: N/A
The travellers' perceptions of salient travel-related attributes influence their intentions, which in turn affect their decision-making process. It is known that the potential benefits associated with a particular holiday destination are of varying importance to travellers. Thus, to improve the relative preference for a particular destination or to discount a competitive destirtation's ability and/or to attract more travellers, efforts must be exerted to change or to stress the relative importance of specific attributes considered salient by the targeted travellers. The purpose of this paper is to investigate Irish travellers' perceptiotrs of salient attributes that lead to their travel preferences of major foreign holiday destinations. In particular, the data collected in three different boroughs of Dublin, indicated that Irish travellers demonstrated different behavioural patterns in selecting a particular foreign holiday destination.
doi: 10.1177/135676679600200403pmid: N/A
The aim of this paper is to help to understand price determination in air transport, both international and national, and its connection with the customer satisfaction problem.Nowadays price determination is quite complex: in fact two passengers on the same flight may have paid different prices and this discrepancy is due to the fact that users are different and, generally speaking, the markets to which the service is applied are different. The price varies not only because of the different distances travelled, but also according to the different services which the passenger wishes to receive on board and on the ground. The additional flight services (which represent the so-called 'extended product') are many today and they satisfy the consumer's every possible need. Obviously, for this reason, the prices vary.Through market segmentation it is possible to identify various categories of consumers and to offer them the service they require, which varies depending on numerous factors, both social and economic.Moreover, in the last decade, the effects of deregulation have been decisive, as removing controls from flights and air fares has also gained ground in those countries which were once against liberalisation. Among these are those countries of Europe (UK, Scandinavia) which, following the American example, have lobbied for the introduction of deregulation in Europe. At this time deregulation is not present everywhere and this creates considerable difficulties in negotiating tariffs.Finally, this paper indicates customer satisfaction as a fundamental factor in building customer loyalty, since customers really determine the success or the failure of an initiative, a service or even a whole organisational structure.
Hsieh, Sheauhsing; Xiaohong Yao, ; Fan Liu, ; Chiang, Dalen T.
doi: 10.1177/135676679600200405pmid: N/A
This paper provides a profile of Dutch outbound travellers by the volume of expenditure segments including light, medium and heavy spenders. Significant differences are found among the spender categories in the descriptive variables which include sociodemographics, travel characteristics, travel philosophies, participated travel activites, and travel benefits sought. Based on the results, suggestions are given on targeting different spender groups for international travel marketers.
Pritchard, Annette; Morgan, Nigel J.
doi: 10.1177/135676679600200406pmid: N/A
This paper evaluates the extent to which the marketing objectives of three similar destinations competing in the same market are reflected in their projected brochure images. Its principal contribution to the destination image literature, however, is its focus on the roles of brand imagery and 'destination specific icons' in the marketing of emerging, established and mature destinations.It is argued that in the increasingly competitive tourism world, emerging destinations will attempt to carve out a niche and to create images emphasising the uniqueness of their product. In order to achieve this individuality destinations use images which are specifically associated with themselves both to create and to reinforce their destination image, projected images which are here termed 'destination specific icons'.The paper examines the vacation brochure images of Ireland, Scotland and Wales using a content analysis which categorises images into seven groups: heritage; scenery and wild-life; activities; people; urban and rural life; consumption activities and destination specific icons. Specifically, the paper examines brochures targeted at the US market, the largest single source of overseas visitors for each of the three destinations. In view of their differing positions in this market, these three destinations provide excellent case studies for a comparative evaluation of their marketing objectives and the projected brochure images produced by their national tourism agencies.The paper concludes that Wales, a 'new' destination, is using imagery to commmunate a unique identity to a target audience, while Scotland, as an established destination, is using imagery to reinforce its brand identity. Ireland, in marked contrast, as a mature destination, does not need to use 'destination specific imagery' to reinforce its existing, strong identity. Evaluating imagery in this way has implications for tourism marketing planners both in the case study countries and in other destinations which may be attempting to establish or enhance an identity as a vacation destination.
doi: 10.1177/135676679600200407pmid: N/A
Recognised marketing theory positions price as one of the four p's of the marketing mix, namely price, product, place and promotion. The use of price changes to manage demand is common throughout the UK travel industry and is often a daily concern for many marketing directors and managers. The potential influence on profit of relatively small price changes may be massive. Why is price such a preoccupation in holiday marketing, what other factors are important, and how can companies work to break away from heavy price marketing?
Hanqin Qiu Zhang, ; Hailin Qu,
doi: 10.1177/135676679600200408pmid: N/A
This paper attempts to provide a better understanding of mainland Chinese outbound travel to Hong Kong, which has increased tremendously over the last few years. The main causes of this considerable increase are China's economic boom and the political relaxation allowing its citizens to go to Hong Kong and neighbouring countries. Given the huge tapped potential for outbound tourism in China relating to its rising economic position in the world, the results of this study, apart from theoretical interests, may have important implications for Hong Kong's tourism industry.
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