Volume 7, Issue 2, 2021
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The complete Volume 7, Issue 2, 2021, is available to download here (9,2MB). Detailed information for each paper included in Volume 7, Issue 2, 2022, is presented bellow:
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Evangelos Christou, Editor-in-Chief, International Hellenic University, Greece
Published online: 18 October 2021, JTHSM, 7(2), pp.1-2.
We are pleased to announce that JTHSM has been recently accepted for indexing by Scopus; this is a major milestone for this journal and we wish to thank the entire Editorial Board for its continued efforts is developing this journal. We are also pleased to present the fourteenth publication of JTHSM (volume 7, issue 2), the last issue in its seventh year of publication. This issue focus on furthering the journal’s scope and consolidating its position in both conceptual developments and practical applications in tourism, heritage, and services through publication of nine quality manuscripts: six full papers that underwent rigorous double-blind reviewing, a research note and two book reviews.
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Christou, E. (2021). Editorial. Journal of Tourism, Heritage & Services Marketing, 7(2), 1–2. https://doi.org/10.5281/zenodo.5552592
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FULL PAPERS:
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Shaping digitalization among German tourism service providers: Processes and implications
Hannes Thees, Catholic University of Eichstätt-Ingolstadt, Germany, Elina Störmann, Catholic University of Eichstätt-Ingolstadt, Germany, Franziska Thiele, Ostfalia University of Applied Sciences, Germany & Natalie Olbrich, Catholic University of Eichstätt-Ingolstadt, Germany
Published online: 18 October 2021, JTHSM, 7(2), pp.3-15.
URN: urn:nbn:de:0168-ssoar-75141-2, DOI: 10.5281/zenodo.5548393
Abstract
Purpose: This study aimed to assess the external factors influencing ICT usage at UNESCO World Heritage Sites (WHS), focusing on This study addresses the digital transformation in tourism, accelerated due to the COVID-19 pandemic. By linking the front- and backstage activities, a model of the tourism value system is sketched with the aim to assist the shift toward digital value creation in the case of the German tourism sector by asking, What are the challenges for the digital transformation of tourism service providers, and how can it be promoted along with the tourism value system?
Methods: Recognizing the processual challenges of digitalization, this contribution builds upon a mixed-methods approach. First, a quantitative online survey (n = 372) was conducted by the German Competence Center for Tourism at the beginning of the COVID-19 pandemic. The results were discussed in a workshop with 40 experts from the tourism industry in September 2020, where the COVID-19 pandemic was referred to.
Results: The focus of tourism service providers is predominantly the digitalization of guest communication, whereas corporate strategies on digitalization are widely not available. Key findings of the survey indicate that competitiveness in digitalization will depend on the appropriate infrastructure, clear strategies, and organizational integration.
Implications: The study affirms the increased speed of digital transformation against the backdrop of the COVID-19 pandemic and reveals the need for greater focus on internal processes. In addition, an orchestrated linking of the service providers in a digital ecosystem that is supported by national efforts is proposed.
Keywords: digital transformation, German tourism service providers, digital tools and value creation, digitalization of the tourism value system, knowledge gap
JEL Classification: L83, N7, Z30
Shaping Digitalization Among German Tourism Service Providers: Processes and Implications
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Thees, H., Störmann, E., Thiele, F., & Olbrich, N. (2021). Shaping digitalization among German tourism service providers: Processes and implications. Journal of Tourism, Heritage & Services Marketing, 7(2), 3–15. https://doi.org/10.5281/zenodo.5548393
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Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review
Franciele Cristina Manosso, Federal University of Paraná, Brazil, Thays Cristina Domareski Ruiz, Federal University of Paraná, Brazil
Published online: 18 October 2021, JTHSM, 7(2), pp.16-27.
URN: urn:nbn:de:0168-ssoar-75146-7, DOI: 10.5281/zenodo.5548426
Abstract
Purpose: Sentiment analysis is built from the information provided through text (reviews) to help understand the social sentiment toward their brand, product, or service. The main purpose of this paper is to draw an overview of the topics and the use of the sentiment analysis approach in tourism research.
Methods: The study is a bibliometric analysis (VOSviewer), with a systematic and integrative review. The search occurred in March 2021 (Scopus) applying the search terms “sentiment analysis” and “tourism” in the title, abstract, or keywords, resulting in a final sample of 111 papers.
Results: This analysis pointed out that China (35) and the United States (24) are the leading countries studying sentiment analysis with tourism. The first paper using sentiment analysis was published in 2012; there is a growing interest in this topic, presenting qualitative and quantitative approaches. The main results present four clusters to understand this subject. Cluster 1 discusses sentiment analysis and its application in tourism research, searching how online reviews can impact decision-making. Cluster 2 examines the resources used to make sentiment analysis, such as social media. Cluster 3 argues about methodological approaches in sentiment analysis and tourism, such as deep learning and sentiment classification, to understand the user-generated content. Cluster 4 highlights questions relating to the internet and tourism.
Implications: The use of sentiment analysis in tourism research shows that government and entrepreneurship can draw and enhance communication strategies, reduce cost, and time, and mainly contribute to the decision-making process and understand consumer behavior.
Keywords: sentiment analysis, tourism, bibliometrics, systematic review, integrative review, Vosviewer
JEL Classification: L83, C38, Z30
Using Sentiment Analysis in Tourism Research: A Systematic, Bibliometric, and Integrative Review
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Manosso, F. C., & Domareski Ruiz, T. C. (2021). Using sentiment analysis in tourism research: A systematic, bibliometric, and integrative review. Journal of Tourism, Heritage & Services Marketing, 7(2), 16–27. https://doi.org/10.5281/zenodo.5548426
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Marco Scholtz, Thomas More University of Applied Sciences, Belgium & Kaat De Ridder, Thomas More University of Applied Sciences, Belgium
Published online: 18 October 2021, JTHSM, 7(2), pp.28-37.
URN: urn:nbn:de:0168-ssoar-75147-2, DOI: 10.5281/zenodo.5548442
Abstract
Purpose: To determine the influence of COVID-19 and the first 2020 lockdown on Flemish people’s initial travel behaviour perceptions, a hypothetical scenario was posed to respondents where they were asked to keep in mind a situation where they might be able to travel again during the summer of 2020 (July/August). This research had two main aims: i) the pre-lockdown travel plans for summer 2020 were determined; ii) the extent to which respondents would adapt their travel behaviour if they were hypothetically allowed to travel again by summer 2020.
Methods: This exploratory research was done by means of an online quantitative questionnaire of which 1803(n) complete responses were obtained through convenience and snowball sampling.
Results: The results revealed that respondents did have initial travel plans for the 2020 summer (July/August) period, but that they adjusted their planning to mostly travelling nationally/locally, potentially benefitting the local tourism industry. These findings (i) indicate the importance of directing marketing efforts towards the local travel market and (ii) contribute to literature regarding the resilience of the (local) tourism industry. Additionally, the research unveils how the industry should do long-term planning by taking the immediate travel behaviour changes of the Flemish travel consumers into account through regular intervals of consumer research so that it can pick up on possible behavioural trends and ready itself.
Implications: Government, together with the industry, can work towards policies that act as a safety net during possible future industry disasters to minimize the negative impacts and foster a swift recovery.
Keywords: coronavirus, epidemic, lockdown, travel behaviour, tourism
JEL Classification: L10, R41, D18
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Scholtz, M., & De Ridder, K. (2021). Brace for impact! COVID-19, lockdown and the initial reaction and adaptability of Flemish travel consumers. Journal of Tourism, Heritage & Services Marketing, 7(2), 28–37. https://doi.org/10.5281/zenodo.5548442
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Collins Kankam-Kwarteng, Kumasi Technical University, Ghana, Appiah Sarpong, Takoradi Technical University, Ghana, Ofosu Amofah, Ho Technical University, Ghana & Stephen Acheampong, Ghana Baptist University, Ghana
Published online: 18 October 2021, JTHSM, 7(2), pp.38-48.
URN: urn:nbn:de:0168-ssoar-75145-2, DOI: 10.5281/zenodo.5548486
Abstract
Purpose: This study examines the effect of market sensing and interaction orientation capabilities on the marketing performance of service based firms in Ghana. The study particularly explored the moderation effect of interaction orientation capability on the relationship between market sensing and firm performance of the service firms.
Methods: This study adopted the survey approach focusing on a convenient sample of 200 employees of service firms. The hierarchical multiple regression analysis was used to establish the relationship between the variables of interest.
Results: The study revealed that market sensing capability and interaction orientation significantly account for variations in the marketing performance of the service businesses. Furthermore, the findings showed that the interaction of market sensing and interaction orientation capabilities is vital for extracting a higher marketing.
Implications: The research target of service firms limits the generalizability of the findings since the participants were not proportionally participated. In addition to insights on how marketing sensing and interaction orientation should fit the realization of marketing performance, the research offers other ideas to enhance measurement of marketing performance based on customer profits and customer relations.
Keywords: marketing performance, service firms, market sensing, interaction orientation
JEL Classification: M03, L84, Z33
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Kankam-Kwarteng, C., Sarpong, A., Amofah, O., & Acheampong, S. (2021). Marketing performance of service firms: Recognizing market sensing capability and customer interaction orientation. Journal of Tourism, Heritage & Services Marketing, 7(2), 38–48. https://doi.org/10.5281/zenodo.5548486
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Nikolaos Misirlis, HAN University of Applied Sciences, The Netherlands, Marjon Elshof, HAN University of Applied Sciences, The Netherlands & Maro Vlachopoulou, University of Macedonia, Greece
Published online: 18 October 2021, JTHSM, 7(2), pp.49-57.
URN: urn:nbn:de:0168-ssoar-75144-7, DOI: 10.5281/zenodo.5549911
Abstract
Purpose: In this article we aim to model social media users’ behavior in relation with the use of specified Facebook pages and groups, related to eHealth, specifically to healthy diet and sport activities. The study represents to the best of our knowledge the first region-focused on a specific geographical area research.
Methods: The users’ personality is measured through the well-known Big Five model and the behavior is predicted with the Theory of Planned Behavior (TPB). Structural Equation Modeling is used in order to statistically control the associations among the diverse observed and latent variables.
Results: The results suggest an extended theory of planned behavior in combination with personality traits, on eHealth field. Openness and Extraversion do not seem to have positive effect on Attitude. Users’ attitude can be affected positively from Agreeableness and Subjective Norms, guiding to finally positive affection of users’ actual behavior. Agreeableness cannot influence behavior, directly, nor through SN, since the hypothesis path A-SN is not verified, but it can through Attitude. Neuroticism was negatively correlated to PBC but this hypothesis was not, also, confirmed in the proposed model.
Implications: While literature confirms all of our hypotheses, in our study only 8 in 12 are finally confirmed. The difference between the present model and literature findings can be located on the different cultural dimensions among the different studies. The present survey is focused on the Greek region with all the participants to be Greeks. This location-based limitation could be surpassed by conducting the same research on different geographical regions and then confront the outcomes.
Keywords: Big Five Personality Model, Personality traits, Facebook, Theory of Planned Behavior
JEL Classification: C31, O35, L86
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Misirlis, N., Elshof, M., & Vlachopoulou, M. (2021). Modeling Facebook users\’ behavior towards the use of pages related to healthy diet and sport activities. Journal of Tourism, Heritage & Services Marketing, 7(2), 49–57. https://doi.org/10.5281/zenodo.5549911
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Lisbon as a literary tourism site: Εssays of a digital map of Pessoa as a new trigger
Ana Margarida Anjo, Polytechnic Institute of Cávado and Ave, Portugal, Bruno Sousa, Polytechnic Institute of Cávado and Ave, Portugal, Vasco Santos, Instituto Superior de Gestão e Administração de Santarém, Portugal, Álvaro Lopes Dias, Universidade Lusófona, Portugal & Marco Valeri, Niccolò Cusano University, Italy
Published online: 18 October 2021, JTHSM, 7(2), pp.58-67.
URN: urn:nbn:de:0168-ssoar-75143-2, DOI: 10.5281/zenodo.5550663
Abstract
Purpose: The purpose of this paper is to analyse the potential of literary tourism in Portugal and explore the advantages of creating a digital literary map about the places associated with the widely renowned Portuguese author Fernando Pessoa (hereafter Pessoa), as well as the places that he suggests in one of his works, a tourist guide of Lisbon: What the Tourist Should See (1925).
Methods: Firstly, a study of the state of art of the key concepts was made in order to apply them in the second part, the methodology, in the case of studying Lisbon from Pessoa’s perspective. Then, allying personal taste for the writer/author with interest in cultural promotion gave rise to a digital literary map of Pessoa’s Lisbon. Methodologically, a questionnaire was applied covering a sample of 173 valid literary tourists.
Results: Literary tourism should be an object of in-depth studies, as it tends to be beneficial for cultural promotion of tourist destinations and products, specifically for literary tourists. Further limitations, implications and future suggestions of this study are provided.
Implications: This paper is the first to empirically test literary tourism, proposing a digital literary tourism map. Regarding the main findings, there is high interest from literary tourists in exploring the literary places associated with Pessoa, physically or digitally.
Keywords: digital tourism, literary tourism; literary map; Fernando Pessoa
JEL Classification: L83, Z30, M00
Lisbon as a Literary Tourism Site: Εssays of a Digital Map of Pessoa as a New Trigger
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Margarida Anjo, A., Sousa, B., Santos, V., Lopes Dias, A., & Valeri, M. (2021). Lisbon as a literary tourism site: Εssays of a digital map of Pessoa as a new trigger. Journal of Tourism, Heritage & Services Marketing, 7(2), 58–67. https://doi.org/10.5281/zenodo.5550663
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RESEARCH NOTE:
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Health precautions while traveling after COVID-19
Teitler Regev Sharon, The Max Stern Yezreel Valley College, Israel & Shosh Shahrabani, The Max Stern Yezreel Valley College, Israel
Published online: 18 October 2021, JTHSM, 7(2), pp.68-73.
URN: urn:nbn:de:0168-ssoar-75142-7, DOI: 10.5281/zenodo.5550822
Abstract
Purpose: The tourism industry needs to identify potential tourists’ planned behavior after COVID-19 and prepare accordingly. This study was conducted in Israel during the initial outbreak of COVID-19. This research focused on different types of precautionary measures used by the tourists and how perceived risk of getting sick with COVID-19 while traveling abroad as well as risk perceptions and attitudes about travel abroad might affect tourists’ intentions to adopt precautionary measures when planning future travel abroad.
Methods: This research is based on an online survey questionnaire distributed during March 2020 among four hundred and six Israeli participants.
Results: The analytical model show that people’s with higher levels of attitudes toward traveling abroad and those that prefer to avoid destinations with higher levels of attitudes toward traveling abroad and those that prefer to avoid travel to destinations with various risks had higher intentions to take precautionary measures while traveling abroad.
Implications: The results of the current research can assist the tourism industry understand what precautionary measures are important to potential travellers and what health safety assurances the industry must provide to facilitate its recovery in the near future.
Keywords: COVID-19, tourism, health threat perception, future travel avoidance, precautionary measures
JEL Classification: I15, C38, I1
Health Precautions While Traveling after
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Sharon, T. R., & Shahrabani, S. (2021). Health precautions while traveling after COVID-19. Journal of Tourism, Heritage & Services Marketing, 7(2), 68–73. https://doi.org/10.5281/zenodo.5550822
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BOOK REVIEWS:
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Tourism, terrorism and security: Tourism security-safety and post conflict destinations
Karen Cripps, University of Winchester Business School, United Kingdom
Published online: 18 October 2021, JTHSM, 7(2), pp.74-76.
Review of: Korstanje, M. and Séraphin, H. (eds) (2020). Bingley: Emerald Publishing Limited, ISBN 978-303030715-8
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Cripps, K. (2021). Tourism, terrorism and security: Tourism security-safety and post conflict destinations. Journal of Tourism, Heritage & Services Marketing, 7(2), 74–76. https://doi.org/10.5281/zenodo.5550929
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Turismo de Eventos e Incentivos [Event and incentive Travel]
Maite Echarri Chávez, University of La Habana, Cuba
Published online: 18 October 2021, JTHSM, 7(2), pp.77-78.
Review of: Ramirez Millares. (eds) 2020. La Habana, Editorial Felix Varela, ISBN 978-959072188-5
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Chavez, M. E. (2021). Turismo de Eventos e Incentivos [Event and incentive Travel]. Journal of Tourism, Heritage & Services Marketing, 7(2), 77–78. https://doi.org/10.5281/zenodo.5550953
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