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- A posteriori segmentation (1)
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- Competitive grant funding (1)
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Articles 1 - 7 of 7
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Tourist Segment Compatibility, Katie Lazarevski, Sara Dolnicar
Tourist Segment Compatibility, Katie Lazarevski, Sara Dolnicar
Faculty of Commerce - Papers (Archive)
Although market segmentation is used extensively by tourism researchers and industry, the problem of possible incompatibility of multiple segments has been widely ignored. Segment incompatibility limits the freedom of selecting a subset of attractive market segments to target thus representing a crucial consideration for the successful implementation of a market segmentation strategy. This study (1) discusses the problem of segment compatibility, (2) defines segment (in)compatibility, and (3) reports on factors which cause tourist (in)compatibility. Results indicated main factors are disrespect to environment, noisy people, attitude, meeting people, social atmosphere, information and advice. Practical implications for destination management are described.
Mission Or Money? Competitive Challenges Facing Public Sector Nonprofit Organisations In An Institutionalised Environment., Sara Dolnicar, H. J. Irvine, K. Lazarevski
Mission Or Money? Competitive Challenges Facing Public Sector Nonprofit Organisations In An Institutionalised Environment., Sara Dolnicar, H. J. Irvine, K. Lazarevski
Faculty of Commerce - Papers (Archive)
This paper exposes the impact of competitive grant funding on public sector nonprofit volunteer organisations, using institutional theory to explain developments within this sector. A conceptual model is developed from which five propositions are derived. Bushcare units, in experiencing institutional pressures, respond in ways that affect their culture, structure and routines, resulting in the possibility that their mission will be compromised. In the process of targeting competitive grants, preparing grant applications, managing increased reporting requirements and recruiting volunteers, Bushcare units should apply a mission “filter” to ensure their mission is not compromised in the pursuit of money. Bushcare New South …
Segmenting Tourists Based On Satisfaction And Satisfaction Patterns, Sara Dolnicar, H. Le
Segmenting Tourists Based On Satisfaction And Satisfaction Patterns, Sara Dolnicar, H. Le
Faculty of Commerce - Papers (Archive)
Market segmentation has a long history in empirical tourism research. So does satisfaction research. Yet, little work has been done at the cross-roads of these two areas. This chapter makes a step towards filling this gap by (1) reviewing prior work in data-driven market segmentation with a specific focus on satisfaction, (2) analysing managerial recommendations resulting from these studies, and (3) providing empirical examples of how commonsense and data-driven segmentation studies could be conducted using satisfaction as discriminating criterion between tourists.
Are Green Tourists A Managerially Useful Target Segment?, Sara Dolnicar, K. Matus
Are Green Tourists A Managerially Useful Target Segment?, Sara Dolnicar, K. Matus
Faculty of Commerce - Papers (Archive)
Environmental sustainability in tourism has received significant attention among destination managers and researchers alike. Yet the range of measures proposed to reduce the environmental footprint of tourists at a destination remains limited to measures taken at the destination, as opposed to marketing measures which aim to attract truly green tourists. The potential of using green tourist as a market segment, however, has not been established to date.
We review published profiles of green tourists and assess the managerial usefulness of this segment using theoretical criteria of segment attractiveness. Results indicate that much is known about the distinctive characteristics of green …
Retooling The Corporate Brand: A Foucauldian Perspective On Normalisation And Differentiation, S. R. Leitch, Judith Motion
Retooling The Corporate Brand: A Foucauldian Perspective On Normalisation And Differentiation, S. R. Leitch, Judith Motion
Faculty of Commerce - Papers (Archive)
In this article we draw upon the social theory of Michel Foucault to explore the neglected tension between normalization and differentiation in corporate branding. The mainstream response within the corporate marketing literature to addressing this tension is exemplified by Deephouse who argues for the identification of a ‘strategic balance point’35 which would lead managers to strive for the singular identity that represents the ideal compromise between differentiation and conformity. In contrast we contend that corporate brands exist in multiple discourse contexts, that the tension between normalization and differentiation must be managed within each of these contexts, and that the brand …
A Toolbox For Public Relations: The Oeuvre Of Michel Foucault, Judith Motion, S. R. Leitch
A Toolbox For Public Relations: The Oeuvre Of Michel Foucault, Judith Motion, S. R. Leitch
Faculty of Commerce - Papers (Archive)
In this article, we provide a brief introduction to the work of Michel Foucault. Our focus is on the major themes of Foucault’s work: discourse, power/knowledge and subjectivity. We demonstrate the rich contribution that Foucauldian theory can make to public relations practice and scholarship by moving beyond a focus on excellence towards an understanding of public relations as a discourse practice with power effects.
Corporate Brands And Social Brands: Co-Branding Gm-Free And Uk Supermarkets, S. R. Leitch, S. Davenport
Corporate Brands And Social Brands: Co-Branding Gm-Free And Uk Supermarkets, S. R. Leitch, S. Davenport
Faculty of Commerce - Papers (Archive)
In this paper we introduce the concept of “social brands” and examine the potential for co-branding between corporate brands and social brands to enhance or damage the value of corporate brands. Co-branding has been theorized in terms of the relationship between the brands of organizations, products and services. However, from a discourse perspective, issues may also be understood to function as what we term “social brands” that may be incorporated in a co-branding strategy. We deploy Leitch and Richardson’s (2003) brand web model to analyze the potential benefits and dangers of forming co-branded relationships with social brands. We draw on …