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Full-Text Articles in Business
Storytelling In Destination Brand Communication: A Qualitative Analysis, Mehmet C. Yavuz, Muzaffer Sumbul, Nuket E. Ergec, Cetin I. Derdiyok
Storytelling In Destination Brand Communication: A Qualitative Analysis, Mehmet C. Yavuz, Muzaffer Sumbul, Nuket E. Ergec, Cetin I. Derdiyok
Journal of Global Business Insights
Stories help consumers to make sense of the product and/or services in marketing and branding. Especially in tourism, storytelling is an effective channel for destination brand communication. Stories are powerful because they turn myths into tangible consumer experience creators; they provide insights and encourage learning. Tourists have always needed myths-stories with attractive plots and characters to make sense of the tourism destination. So it’s important to have portfolio of attractive, positive stories and effective storytelling channels in destination brand communication for any destination brand. In this paper, certain stories derived from a formerly conducted research about a city destination were …
Marketing Strategies For Boutique Hotels: The Case Of Istanbul, Füsun I. Dincer, Mithat Z. Dincer, Zehra B. Avunduk
Marketing Strategies For Boutique Hotels: The Case Of Istanbul, Füsun I. Dincer, Mithat Z. Dincer, Zehra B. Avunduk
Journal of Global Business Insights
With the advent of the internet, the rapid development of highly sophisticated information and communication technology (ICT) has had a paramount impact on both consumers and tourism enterprises in the 21stcentury. The fiercely competitive environment of the global tourism market has inevitably encouraged hotel operators to invest more in the latest information technologies (ITs), to give prospective tourists access to lodging information, vacation experiences, and comments about the destinations shared on Social Media (SM) or websites. As a result, hotels, and particularly Boutique Hotel (BH) operators need to closely follow rising tourism trends and harness the newest communication …
A Conceptual Framework To Explain The Impact Of Visitors’ Previous Experiences On Customer Satisfaction, Suleyman N. Oz, Ali Ihtiyar, Fauziah S. Ahmad, Faizan Ali
A Conceptual Framework To Explain The Impact Of Visitors’ Previous Experiences On Customer Satisfaction, Suleyman N. Oz, Ali Ihtiyar, Fauziah S. Ahmad, Faizan Ali
Journal of Global Business Insights
The article presents a comprehensive and conceptual framework on key factors of intercultural interaction influencing customer satisfaction, which is one of the most important indicators of tourism industry in Malaysia. The theory-based path model of constructs and their possible interrelationships will be proposed such that the future analysis would be based on structural equation modeling approach or related statistical methods. In other words, this study anticipates to propose an applicable technique to empirically examine the inter relationships of intercultural communication competence, interaction comfort, inter-role congruence, perceived cultural distance, previous experience and satisfaction. It is basically a literature reviews on the …