Journal of Vacation Marketing: An International Journal for the Tourism and Hospitality Industries

Beames, Geoffrey

doi: 10.1177/135676670300900301pmid: N/A

This paper looks at the challenges facing the further development of the winetourism industry in Australia. Problems identified include the product focus ofthe wine industry, the current cottage-industry mentality of wine tourism, alack of inter-industry cooperation between the wine industry and the tourismindustry, the need to create an overall tourist experience, the issues ofgetting local planning and development consent, the lack of investment funds andthe lack of available data, information and research on wine tourism.Suggestions for new product development are made.

O’Leary, Sinéad; Deegan, Jim

doi: 10.1177/135676670300900302pmid: N/A

Ireland’s traditional tourist images — relating to people,pace and place — are increasingly threatened by the development of theCeltic tiger economy. Furthermore, recent trends suggest that the French visitormarket to Ireland is showing signs of stagnation. To date, however, there hasbeen little research regarding destination image in either Ireland or France andnone that focuses specifically on Ireland’s image in France. In thisstudy, 281 French visitors to Ireland were asked to describe their image ofIreland in terms of common attribute-based components and holistic aspects. Thefindings show that the key images of Ireland remain the welcoming people, thebeautiful scenery and the relaxed pace of life. Given the dramatic changes thathave taken place in Ireland since the 1990s there are indications that theseimages may no longer accurately represent all aspects of Irish society. Thestudy highlights the need for image modification to ensure that the portrayedimage of Ireland is consistent with what the destination has to offer in reality.

Teye, Victor; Leclerc, Denis

doi: 10.1177/135676670300900303pmid: N/A

There is substantial research that profiles the nature of tourists and themotivations that underlie their general travel behaviour. Travel research onracial and ethnic minority groups is very limited, however. Furthermore, hardlyany work exists on the travel motivations of cruise tourists in general. Basedon a survey of North American cruise passengers, this paper compares themotivations of white Caucasians and ethnic minority passengers for taking acruise vacation. The results indicate that while there are many similarities, anumber of important differences exist to warrant strategies for attracting moreminority passengers to take cruise vacations.

Rezende-Parker, Aline M.; Morrison, Alastair M.; Ismail, Joseph A.

doi: 10.1177/135676670300900304pmid: N/A

The tourism industry in Brazil has been growing sharply in the past few years.Among its visitors, US citizens are one of the most important and attractivemarkets for the Brazilian tourism industry. It is believed, however, that mostAmericans still know little about Brazil and what it has to offer. This studyhad three objectives: determine the images that American citizens interested intravel and tourism have of Brazil as a travel destination, determine if theydifferentiate Brazil from neighbouring Hispanic countries and group themaccording to similar images of Brazil. Online discussion groups on travel andtourism were used to obtain a sample of this population. The results indicatedthat ‘natural attractions/interest’ and ‘vacationatmosphere/exoticness’ were the two most important images of Brazilamong the respondents. The results also indicated that respondents were unableto differentiate Brazil from Hispanic countries.

Kim, Kakyom; Jogaratnam, Giri

doi: 10.1177/135676670300900305pmid: N/A

Though the student market constitutes a significant portion of revenues in thetravel industry, it has received little attention in tourism research. Theprimary purpose of this paper is to offer an alternate approach to segmentationand to subdivide the student market on the basis of travel activity preferencesof Asian and domestic university students. When a division based on ethnicity isadopted, the study findings suggest that the travel activity preferences ofAsian and domestic college students are surprisingly similar. Subdividing thismarket by means of a factor-cluster segmentation methodology, however, yieldedtwo cluster groups that were significantly differentiated by variables such asgender, age, source of income, length of stay, marital status and travel groupsize. The ability to segment this market in terms of descriptors other thanethnicity allows marketers to focus their efforts differently in their attemptsto target these groups.

Goodwin, Harold; Francis, Justin

doi: 10.1177/135676670300900306pmid: N/A

Responsible tourism is emerging as a significant market trend in the UK as widerconsumer market trends towards lifestyle marketing and ethical consumptionspread to tourism. This paper reviews recent survey evidence about consumerattitudes towards the responsible and ethical aspects of the tourism theyconsume, and places this in the context of campaigns by Voluntary ServiceOverseas and Tearfund. Between 1999 and 2001 the percentage of UK holidaymakersaspiring to be willing to pay more for an ethical holiday increased by 7 percent from 45 per cent to 52 per cent. The evidence for increasing consumerdemand for responsible tourism is reported and the paper concludes with adiscussion of the implications.

Morgan, Nigel J.; Pritchard, Annette; Piggott, Rachel

doi: 10.1177/135676670300900307pmid: N/A

Managing a destination brand presents many challenges, and this paper opens bybriefly reviewing the destination brand management context. It focusesparticularly on the political processes involved in successful brand managementand on the vital role of public and private sector stakeholders. Critical to thecreation of a durable destination brand is the identification of thebrand’s values, the translation of those into a suitably emotionallyappealing personality and the targeted and efficient delivery of that message.While this is difficult to achieve in destination marketing, it is notimpossible and, having reviewed some of the key issues in brand management, thepaper explores the context and creation of the New Zealand brand. It identifiesthe stakeholders crucial to the delivery of this destination brand and examinesthe positioning process and the creation of its largely web-driven strategy. Thepaper suggests that through stakeholder partnerships and the harnessing ofnon-traditional media, Tourism New Zealand (TNZ) has been able to create apowerful travel destination brand, positioned as an appealing niche player inthe global tourism industry. Finally, the paper concludes by suggesting anagenda for future research on destination brand management.