Tourism market heterogeneity in Romanian urban destinations, the case of Brasov

2012 ◽  
Vol 18 (1) ◽  
pp. 55-68
Author(s):  
Adina Nicoleta Candrea ◽  
Cristinel Constantin ◽  
Ana Ispas
Keyword(s):  
Quantitative Research ◽  
International Market ◽  
Marketing Strategies ◽  
Urban Tourism ◽  
Market Segments ◽  
Tourism Marketing ◽  
Tourism Destinations ◽  
The City ◽  
Insight Into ◽  
Considerable Support

This paper is set on the context of tourism marketing and it investigates the concept of segmentation as an important tool in the management of urban tourism destinations. Segmentation presumes the existence of heterogeneity among customers in the market, and has received considerable support within the tourism literature while urban tourism has been the object of intensive research for several years. Based on a quantitative research, the present study, aims to provide a deeper insight into the typology of tourists visiting Romanian urban tourism destinations, with a focus on the city of Brasov. The survey reveals that the studied sample can be grouped into different clusters according to their socio-demographic and travel characteristics. As the results demonstrate that each of the identified tourists segments has different profiles, the implications for destination management are discussed. Recommendations are also highlighted in order to assist destination managers to formulate marketing strategies adapted to the different market segments, aiming to better position Brasov as an urban destination on the competitive national and international market.

Official Tourism Web Sites and City Marketing

2011 ◽  
pp. 152-183 ◽  
Author(s):  
Pablo Díaz-Luque
Keyword(s):  
Web Sites ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
The Internet ◽  
City Marketing ◽  
Large Cities ◽  
The World ◽  
Tourism Destinations ◽  
The Right ◽  
The City

Large cities are one of the most popular tourism destinations throughout the world. Business and leisure tourists visit these areas every year and before they travel there, they look for useful information on the Internet. This chapter analyses the tourism Web sites developed by Convention and Visitor Bureaus. These Web sites represent the official image of the city on the Internet and trough them tourism organizations can organize the marketing and mix strategy. The chapter studies the concept of a city as a tourism destination, the organizations that manage tourist activities, and the right marketing strategies to be developed on these official Web sites. The strategy begins with the market research to select the right marketing segments and it continues with the right actions from a marketing mix perspective. It means different options in terms of product-destination exhibition, price policies, commercialization, and communication actions.

Walled City to Wireless City

2011 ◽  
pp. 322-356
Author(s):  
Sandra Moffett ◽  
T. M. McGinnity ◽  
M. Callaghan ◽  
J. Harkin ◽  
D. N. Woods
Keyword(s):  
Quantitative Analysis ◽  
Northern Ireland ◽  
Quantitative Research ◽  
Research Approach ◽  
Smart Classroom ◽  
Partner Organization ◽  
The City ◽  
Insight Into ◽  
Educational Aspect

This chapter outlines the journey that the city of Londonderry (Derry), Northern Ireland, undertook when converting a traditional walled city to a technology-enhanced wireless city. The chapter presents an overview of the three project strands, namely wireless city (civic aspect), wireless walls (tourism aspect), and wireless campus (educational aspect), along with the contribution made by each partner organization. A detailed case study of the educational element is presented, employing a dual qualitative/ quantitative research approach. The case study focuses on the experience of one academic member of staff in using the wireless initiative via Tablet PC and SMART classroom. Quantitative analysis to gain insight into usability of wireless networking services and wireless technologies is presented from both a staff and student viewpoint and finally conclusions are drawn on the overall project experience. The project successfully, completed in December 2006, has received a number of awards for its innovative approach.

The Role of Tour Operators in Destination Tourism Marketing in Malawi

2019 ◽  
pp. 295-321 ◽  
Author(s):  
James Malitoni Chilembwe ◽  
Victor Ronald Mweiwa ◽  
Elson Mankhomwa
Keyword(s):  
Business Environment ◽  
Marketing Strategies ◽  
Tourism Destination ◽  
Global Village ◽  
Tourism Marketing ◽  
Destination Competitiveness ◽  
Tourism Destinations ◽  
Travel Decision ◽  
Destination Management Organizations

Destination marketing is one of the tools used by tour operators to gain a tourism competitive advantage. Tourism is one of the biggest businesses in the global village. It is a business in a very competitive market environment that marketing tourism destinations cannot be done by destination management organizations (DMOs) alone but also intermediaries like tour operators. Marketing tourism destination nowadays is highly driven by technology which enhances tourists' destination knowledge prior to their visits. However, the downside of technology cannot be underestimated on the business environment. While there is a growing importance of technology usage which creates challenges for destination competitiveness, tour operators use their marketing strategies to help building positive destination images. These images are created to influence tourists' travel decision making and visits. This chapter, therefore, has examined the present tourism marketing strategies, activities, and approaches used by tour operators in creating positive images for tourism destination using 20 cases of Malawian tour operators.

Re-segmenting a gaming destination market

2016 ◽  
Vol 23 (3) ◽  
pp. 205-216 ◽  
Author(s):  
Jun (Justin) Li ◽  
IpKin Anthony Wong ◽  
Woo Gon Kim
Keyword(s):  
Monte Carlo ◽  
Las Vegas ◽  
Marketing Strategies ◽  
Market Segments ◽  
Mainland Chinese ◽  
Sociodemographic Profile ◽  
Varied Range ◽  
Chinese Travelers ◽  
Insight Into

The so-called ‘Monte Carlo of the Orient’, Macau, has an economy that relies heavily on gambling. By 2006, Macau’s gambling revenue had exceeded that of Las Vegas. Mainland Chinese gamblers are a major source of customers for many Macau casinos. However, the nationwide crackdown on corruption in China has resulted in a tremendous revenue decrease in Macau. As a result, tourist managers need to learn how to adapt to these new changes and begin to segment tourists markets and address the different market segments more systematically by providing a varied range of services. This study aims to gain insight into Mainland Chinese travelers and to categorize these travelers according to their motivations. Three clusters of tourists emerged: ‘freedom seekers’, ‘multipurpose seekers,’ and ‘entertainment and gambling seekers’. Each cluster had a different sociodemographic profile and assessment regarding the gambling destination attributes. To attract tourists from these heterogeneous categories, managers should incorporate the corresponding responses into their marketing strategies.

scholarly journals Constructing a nation branding model: The case of Serbia

2020 ◽  
Vol 24 (4) ◽  
pp. 311-324
Author(s):  
Branka Novčić-Korać ◽  
Aleksandra Bradić-Martinović ◽  
Branislav Miletić
Keyword(s):  
Developing Country ◽  
Research Methods ◽  
Quantitative Research ◽  
International Market ◽  
Nation Branding ◽  
Market Position ◽  
Quantitative Research Methods ◽  
Brand Perception ◽  
Insight Into

This paper aims to understand the concept and fundamental terms related to nation branding as a strategic tool for improving Serbia's international market position, a post-Communist and former Yugoslav country. The author intends to gain insight into Serbia's current brand perception as a developing country that can find an opportunity for rebirth and parting with the legacy implementation of the nation branding concept. The quantitative research methods were applied in this paper, and the questionnaire developed for the research investigated the perception of brand Serbia by leaning on Risitano's framework. Our analysis finds that national treasury, people, tourism and business destination were recognized as the most important points for country and nation positioning.

scholarly journals A means end approach to domestic lead tourism marketing in emerging tourism destinations

2021 ◽  
Vol 15 (02) ◽  
Author(s):  
Estone Musakabantu Muyobo ◽  
◽  
Evangelia Fragouli ◽  
Keyword(s):  
Quantitative Research ◽  
Personal Values ◽  
Methodological Approach ◽  
Research Paper ◽  
Quantitative Research Methods ◽  
Tourism Marketing ◽  
Cultural Research ◽  
Chain Analysis ◽  
Tourism Destinations ◽  
Domestic Tourist

This research paper suggests the Means-End Chain theory, has relevant and potential application in domestic tourism research and, as such, should receive wider debate in emerging tourism destinations. It is argued that the theory is particularly useful for understanding personal values as the basis of tourist behavior. This paper argues a personal values approach is a more potent way to understanding domestic tourist participation in contrast to previous survey research findings. A dominate narrative in most developing nations is to target domestic tourist with amenities envisioned for global tourists as a result of failure to generate international tourist demand. The review of literature method was used in this research paper as methodological approach. The study shows the effectiveness of Means End Chain analysis in understanding travel markets and demonstrated the use of motivation chains as a basis for segmenting, positioning, and targeting domestic tourist; The study deduces that means end chain analysis has advantages over quantitative research methods in cross-cultural research given the ability of the approach to reveal unique insights.

A Brief History of City Branding in Istanbul

2017 ◽  
pp. 117-131
Author(s):  
Ülke Evrim Uysal
Keyword(s):  
Marketing Strategies ◽  
Urban Tourism ◽  
City Branding ◽  
City Brand ◽  
History Of ◽  
The City ◽  
Over Time

This chapter analyzes city branding efforts in Istanbul in the context of urban tourism. The chapter focuses on the evolution of promotional practices from disorderly and inconsistent marketing strategies to a coherent city brand. This relatively brief but complex history of city branding in Istanbul is divided into three analytical and interrelated phases: Self-Orientalism, the City of Religions and the Multi-Faceted City. In analyzing this process, the main representations, themes, slogans and other methods of city branding are discussed. In doing so, this study attempts to introduce a historical/chronological approach to the city branding literature in the case of Istanbul. Next, in the light of this approach and the case study, the study aims to discuss general implications and reasons about changes of city brands over time.

Designing Digital Marketing Strategies for International Business

2020 ◽  
pp. 166-192
Author(s):  
Burçak Cebeci Perker
Keyword(s):  
Research Methods ◽  
Quantitative Research ◽  
International Market ◽  
Internet Marketing ◽  
Marketing Strategies ◽  
Quantitative Research Methods ◽  
Qualitative And Quantitative ◽  
Global Brands ◽  
Marketing Tool ◽  
Intellectual Power

As its popularity increased, internet was converted to a main marketing tool for many types of businesses. However, it preserves more promising features due to offered globality and rapidness when it comes to communicate people effectively. As invested financial budgets and intellectual power are increased for global brands, which internet marketing strategies a business would succeed in international market has become a crucial inquiry. This study subjected 10 different international brands by conducting qualitative and quantitative research methods to compare efficiency of internet marketing strategies in order to correspond this question.

scholarly journals THE DEVELOPMENT OF MARKETING IN TOURISM INDUSTRY

10.26458/1917 ◽  
2019 ◽  
Vol 1 (1) ◽  
pp. 117-127 ◽  
Author(s):  
Bogdan SOFRONOV
Keyword(s):  
Tourism Industry ◽  
Marketing Strategies ◽  
Direct Mail ◽  
Business Travel ◽  
Specific Location ◽  
Tourism Marketing ◽  
Meeting Planners ◽  
Convention Center ◽  
Tourism Destinations ◽  
Trade Magazines

The purpose of this paper is how the marketing development and changing the tourism industry in the world.Tourism marketing is the business discipline of attracting visitors to a specific location. Hotels, cities, states, consumer attractions, convention centers and other sites and locations associated with consumer and business travel all apply basic marketing strategies to specific techniques designed to increase visits.In the tourism industry, marketing includes determining the unique selling benefit or benefits one area has over its competition. A destination might offer people looking to combine business and pleasure ease of travel to and from the area, ample convention halls and hotels, interesting nightlife, and activities for adult partners and children.The tourism marketing uses a wide variety of communications strategies and techniques to promote areas and destinations. A convention center might purchase advertisements in trade magazines for meeting planners and send direct mail materials to corporations that hold events. They might place ads in tennis or golf magazines to attract those consumers. The tourism destinations build websites and place ads in consumer publications read by their target customers. Chambers of commerce are involved in promoting their areas generally and the businesses within their areas specifically. This often includes offering potential visitors packets filled with brochures, discount coupons and other materials.

A Brief History of City Branding in Istanbul

2017 ◽  
pp. 1301-1315
Author(s):  
Ülke Evrim Uysal
Keyword(s):  
Marketing Strategies ◽  
Urban Tourism ◽  
City Branding ◽  
City Brand ◽  
History Of ◽  
The City ◽  
Over Time

This chapter analyzes city branding efforts in Istanbul in the context of urban tourism. The chapter focuses on the evolution of promotional practices from disorderly and inconsistent marketing strategies to a coherent city brand. This relatively brief but complex history of city branding in Istanbul is divided into three analytical and interrelated phases: Self-Orientalism, the City of Religions and the Multi-Faceted City. In analyzing this process, the main representations, themes, slogans and other methods of city branding are discussed. In doing so, this study attempts to introduce a historical/chronological approach to the city branding literature in the case of Istanbul. Next, in the light of this approach and the case study, the study aims to discuss general implications and reasons about changes of city brands over time.

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