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 (ORCiD), Editor-in-Chief, Alexander Technological Institute of Thessaloniki, Greece, Anestis Fotiadis (ORCiD), Associate Editor, Zayed University, United Arab Emirates
Published online: 15 April 2019, JTHSM, 5(1), pp. 1-2.
Abstract: 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.
Abstract: Competitive pricing is considered to be a very important part of revenue management, a management instrument that enables selling right products and services to the customers at the prices that will produce highest revenues. Marina business is supposed to be a business whose products or services are perishable (similar to hotels, airlines, campsites, hostels etc.) and tracking prices of competitors is very important part of managing its business. 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. 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.
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
Ige Pirnar (ORCiD), Yasar University, Turkey, Sinem Kurtural (ORCiD), Guzel Izmir Hotel, Turkey, & Melih Tutuncuoglu (ORCiD), Yasar University, Turkey
Published online: 15 April 2019, JTHSM, 5(1), pp. 9-14.
Abstract: Festivals are among the growing global city and destination attraction factors and they are very trendy. 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 usually have a direct impact on city marketing efforts. Due to this fact, the study tries to figure out the festival marketing potential of Izmir city that seems to lag behind the general tourism development pattern of Turkey contrary to the great potential it has. The study comprises of two main sections, first one being a literature review on festival marketing, followed by the second section on a qualitative research on Izmir’s festivals and their marketing potential. 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. The research consists of four open- ended interview questions on festivals held in Izmir city. 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.
Keywords: Festival marketing, Destination marketing, Izmir, Festivals, City marketing
JEL Classification: G14, M31, Z33
Eleni Mavragani (ORCiD), International Hellenic University, Greece, Paraskevi Nikolaidou (ORCiD), International Hellenic University, Greece & Efi Theodoraki (ORCiD), International Hellenic University, Greece
Published online: 15 April 2019, JTHSM, 5(1), pp. 15-23.
Abstract: 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. 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 Greek region. 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.
Keywords: Customer segmentation, customer profiling, digital marketing, social media, intercultural marketing
JEL Classification: M3, M31, Z33
Daniel Murphy (ORCiD), Murphy College, Australia
Published online: 15 April 2019, JTHSM, 5(1), pp. 24-30.
Abstract: 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. Findings and a practical framework for optimal campaign delivery for the airline industry are presented.
Keywords: Third-Party Seal Model, social media advertising, airline marketing, third- party seals, online advertising
JEL Classification: M37, L93
RESEARCH CASE STUDY
Abstract: 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. Data collected through mixed methods, including the sample size of 105 tourists who visited the House of Wonders Museum, 8 Government Official, 6 Tour Guides and 8 Tour Operators. The findings show that the closed museum has affected the level of tourists’ satisfaction, tour operators, community and tour guides economically. The paper recommends quick rehabilitation and reconstruction of the Museum to save the integrity and authenticity of this World Heritage Site.
Keywords: House of Wonders, Tourism, Zanzibar Stone Town, Museum, Heritage
JEL Classification: G14, M31, Z33