The complete Volume 5, Issue 1, 2019, is available to download here! Detailed information for each paper included in Volume 5, Issue 2, 2019, is presented bellow:
Evangelos Christou, Editor-in-Chief, Alexander Technological Institute of Thessaloniki, Greece, Anestis Fotiadis, Associate Editor, Zayed University, United Arab Emirates
Published online: 15 April 2019, JTHSM, 5(1), pp. 1-2.
This is the eighth publication of JTHSM (volume 5, issue 1), starting its fifth year of publication. In previous issues, this journal presented original refereed papers, both conceptual and research-based, focused on various topics of tourism, heritage and services with emphasis in marketing and management. In volume 5, issue 1, we focus on furthering our scope and consolidating our position in both conceptual developments and practical applications in tourism, heritage and services through publication of another five quality manuscripts.
Purpose: Competitive pricing is an important part of revenue management, an instrument that enables selling products and services to customers at prices that will produce highest revenues. The purpose of this paper is to address the problem of relative price position and relative price fluctuation performance in marina business and seeks to complement existing research in the domain of strategic price positioning.
Methods: The methodology was adopted from research conducted by Enz, Canina and Van der Rest (2015) for hotels. Variables used wre average berth rate (ABR), berth occupancy and revenue per available berth (RevPAB) percentage differences. Sample consisted of 32 Croatian marinas for a period of 36 months – for years 2015, 2016 and 2017, resulting to 848 observations.
Results: The research results reveal that marinas who set their prices higher than their competition achieve lower level of berth occupancy and at the same time succeed higher RevPAB. Marinas with lower prices than their competitors achieve higher level of berth occupancy and lower RevPAB.
Implications: Future research on shifting prices should be conducted in order to follow the actual effects of this change on occupancy and revenue per available berth. It is also suggested that total revenue per available berth (TrevPAB) needs to be considered because it will bring clearer picture on managers’ ability to be successful.
Keywords: marina performance, revenue management, revenue per available berth (RevPAB), competitive pricing, price position of berth, price fluctuation of berth, berth occupancy
JEL Classification: D4, G1
Purpose: Studies indicate that there is a direct relationship between the successful organizations of festivals and the number of visitors and tourism income of a city destination. Thus, festival marketing efforts have a direct impact on city marketing efforts. This study aims to explore the festival marketing potential of Izmir city, that seems to lag behind the general tourism development of Turkey.
Methods: The study comprises of two main sections, first a literature review on festival marketing, followed by a qualitative research at Izmir’s festivals. It tries to determine the positive impacts of Izmir’s festivals on destination marketing and by grouping and categorizing them under similar characteristics figuring out the most promising ones. Research consists of in-depth interviews during festivals at Izmir.
Results: The results of the study indicate that among the all festivals held in Izmir, culture and gastronomy themed ones are more memorable than sports themed ones, therefore more effective for destination branding applications.
Implications: As practical implications, Destination Management Organizations, Destination Marketing Organizations, destination and city marketers, festival managers and destination tourism developers may benefit from the findings of this study. As an overall implication, it may be advisory for destination festival and event planners to group the destination’s festivals and invest in the most promising and appropriate category for effective branding practices.
Keywords: Festival marketing, Destination marketing, Izmir, Festivals, City marketing
JEL Classification: G14, M31, Z33
Eleni Mavragani, International Hellenic University, Greece, Paraskevi Nikolaidou, International Hellenic University, Greece & Efi Theodoraki, International Hellenic University, Greece
Published online: 15 April 2019, JTHSM, 5(1), pp. 15-23.
Purpose: This paper aims to present a methodology for the segmentation of travelers by studying social media profiles and extracting information on their preferences and demographic traits. In this context, the purpose of the research is to match the social media content posted by the visitors of Halkidiki with the cultural characteristics of the individual users who uploaded it onto their profiles.
Methods: Through the study of the sample’s social media profiles (Instagram, Facebook, and Twitter), information about travelers’ demographics and preferences are combined for the segmentation of the tourists visiting a specific Greek region. 272 social media profiles were studied; a number of hashtags were used as a search query for the identification of the user profiles.
Results: From the analysis of the data, 10 preference-based segments occur, while the cultural-based division corresponds to the main national groups visiting the region. Findings demonstrate how social media data can be utilized in a constructive way for consumer segmentation and the formulation of highly targeted marketing strategies.
Implications: The findings of this study demonstrate the way in which social media can be utilized for the segmentation of travelers based on behavioral and cultural traits. Through this process, firms can detect the preferences of various cultural groups and use this information for the application of distinct intercultural marketing activities to each separate segment.
Keywords: Customer segmentation, customer profiling, digital marketing, social media, intercultural marketing
JEL Classification: M3, M31, Z33
Purpose: From five-star hotels and Michelin Star restaurants, few industries signal their quality and unique selling points through the use of third-party seals like tourism. However, despite using seals and certifications in advertising being widespread, little academic research has been conducted into their effectiveness. Through the running of campaigns on Facebook’s Ad Manager for Indian airline Jet Airways, this study applies the Third-Party Seal Model to optimise campaign audiences to target the right prospects with the most effective message.
Methods: A Facebook ad campaign experiment was created for Indian private airline, Jet Airways. Five unique audiences were examined, utilising the ad targeting available through Facebook’s Ads Manager; hypotheses regarding the impact of third-party seals on airline choice were developed and tested.
Results: Throughout the experiment, 115,781 impressions were delivered to 106,263 individuals across the five audiences. Based on findings, the validity of Third-Party Seal Model (TPSM) as a tool to predict the use of third-party seals as an approach likely to increase the probability of a purchase, has been confirmed through the online experiment.
Implications: The results of this experiment provide airline marketing and product managers with clear insights which can be directly applied to advertising campaigns. TPSM can be used by researchers to compare effectiveness of seals and to analyse existing online campaigns, providing recommendations for improvements at marco and mico levels.
Keywords: Third-Party Seal Model, social media advertising, airline marketing, third- party seals, online advertising
JEL Classification: M37, L93
Purpose: This paper examines the impact of the closed House of Wonders Museum in the tourism industry of Stone Town, Zanzibar. The paper aims to propose the best practices taken into account due to the impact raised by the closure of the Museum. There has been no clear information on the overall situation which faces the site since 2012 when the Museum closed.
Methods: Data were collected through mixed methods: a quantitative questionnaire survey using a sample size of the 105 tourists who visited the House of Wonders Museum; qualitative in-depth interviews and focus groups, consisting of 8 Government Officials, 6 Tour Guides and 8 Tour Operators.
Results: The findings show that the closed museum has affected the level of tourists’ satisfaction, tour operators, community and tour guides economically. The closed museum also might cause the Stone Town World Heritage Site to lose its authenticity hence being in danger of being removed from the UNESCO World Heritage Site if the conservation and rehabilitation activities won’t be finished as soon as possible.
Implications: Based on findings, a quick rehabilitation and reconstruction of the Museum is strongly recommended to save the integrity and authenticity of this World Heritage Site and to enhance local tourism development; the closed House of Wonders Museum has badly affected the economic situation of the many tour operators and tour guides and the local community.
Keywords: House of Wonders, Tourism, Zanzibar Stone Town, Museum, Heritage
JEL Classification: G14, M31, Z33