Tourism and Travel Commons^™

Marketing Alaskan Seafood: Strategies With Brand Identification, Differentiation, And Promotions, Anna Jacobson

Journalism

Everyday the globe experiences changes with food. New methods in growing and harvesting are becoming approved, while others are frowned upon. People care more about where their food comes from than ever before. This research is to explore how Alaska seafood can successfully market their products in an ever-changing world. As challenges present themselves in the industry, opportunities are there as well.

This study sets out to explore marketing strategies for promoting a seafood brand. Through exploring current literature and interviewing experts to obtain data, conclusions will be drawn and analyzed. These findings will help to understand the best practices …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Anke Arnaud

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Education And Ecotourism: A Framework And Analysis Of Education In Ecolodges In Costa Rica And Panama, Gregory E. Osland, Robert D. Mackoy

Robert Mackoy

Education of tourists at nature-based lodges is an important but under-researched component of ecotourism. This paper proposes a framework that identifies and develops a typology of possible educational goals and activities in an ecotourism context. Using data from interviews and participant observation at fourteen leading ecolodges in Costa Rica and Panama, the paper describes, classifies and compares educational efforts directed toward ecolodge guests, with a particular emphasis on the role of nature guides in the educational process. Relationships among several educational goals, tourists' satisfaction, and views of the performance of nature guides are uncovered and explicated. Multiple managerial implications and …

Lodge Selection And Satisfaction: Attributes Valued By Ecotourists, Robert D. Mackoy, Gregory E. Osland

Robert Mackoy

Although the ecotourism literature is growing rapidly, few researchers have systematically examined how ecotourists select and evaluate lodging alternatives. Understanding lodging attributes of importance to ecotourists is the first step in modelling lodge selection and satisfaction processes of interest to both managers and researchers. We report on the results of two studies designed to gather such attributes. Study 1 uses e-mail survey responses from dedicated birders, while Study 2 uses data from on-site interviews with visitors at ecolodges in Mexico, Costa Rica, and Ecuador. The two most-commonly mentioned attributes in both studies were “proximity to natural areas” and “cost.” These …

Lodge Selection And Satisfaction: Attributes Valued By Ecotourists, Robert D. Mackoy, Gregory E. Osland

Gregory E. Osland

Although the ecotourism literature is growing rapidly, few researchers have systematically examined how ecotourists select and evaluate lodging alternatives. Understanding lodging attributes of importance to ecotourists is the first step in modelling lodge selection and satisfaction processes of interest to both managers and researchers. We report on the results of two studies designed to gather such attributes. Study 1 uses e-mail survey responses from dedicated birders, while Study 2 uses data from on-site interviews with visitors at ecolodges in Mexico, Costa Rica, and Ecuador. The two most-commonly mentioned attributes in both studies were “proximity to natural areas” and “cost.” These …

Education And Ecotourism: A Framework And Analysis Of Education In Ecolodges In Costa Rica And Panama, Gregory E. Osland, Robert D. Mackoy

Gregory E. Osland

Education of tourists at nature-based lodges is an important but under-researched component of ecotourism. This paper proposes a framework that identifies and develops a typology of possible educational goals and activities in an ecotourism context. Using data from interviews and participant observation at fourteen leading ecolodges in Costa Rica and Panama, the paper describes, classifies and compares educational efforts directed toward ecolodge guests, with a particular emphasis on the role of nature guides in the educational process. Relationships among several educational goals, tourists' satisfaction, and views of the performance of nature guides are uncovered and explicated. Multiple managerial implications and …

Analysis Of Low-Cost Carriers In The Post-Soviet States, Tamilla Curtis, Dawna Rhoades

Dr. Tamilla Curtis

The research paper provides an overview of low-cost carrier (LCC) development in the post- Soviet states with the analysis of the largest aviation market in Russia. The LCC model seeks to achieve a competitive advantage through the reduction of operating costs below the traditional airline model. Since the post-Soviet states are emerging economies, airlines face a high level of uncertainty and experience a number of unique problems. While the global community enjoys the benefits offered by LCCs, the question remains why this model has not been successful in the 15 newly formed countries, with the exception of the Hungarian low-cost …

Ancillary Revenue And Price Fairness: An Exploratory Study Pre & Post Flight, Blaise P. Waguespack, Tamilla Curtis

Dr. Tamilla Curtis

The growing impact of Ancillary Revenue on consumer choice and shopping behavior continues to be a highly debated issue. In the US, the Department of Transportation (DOT) has stepped into the debate and is investigating the possibility of new rules on how airlines must report and display such ancillary offerings. While the DOT collects data, reports on the amount of ancillary revenue earned by the airlines continue to rise. Examining past research on price fairness from the marketing literature and the impact of revenue management on price fairness from the aviation literature, this article joins new research appearing on the …

Market Analysis For Small And Mid-Size Commercial Turboprop Aircraft, Vitaly Guzhva, Tamilla Curtis, Vladislav Borodulin

Dr. Tamilla Curtis

Recent fuel price volatility and growing concerns about the efficiency of regional jets have led to a revival of large turboprop aircraft as efficient passenger carriers on short-haul regional routes. However, the overall market for smaller turboprops is much less defined as it is characterized by a plethora of small commuter and niche operators in addition to regional carriers. Since most small and mid-size turboprop manufacturers have gone bankrupt or discontinued production due to some other reasons, current operators of this aircraft class are left with aging fleets that would need to be replaced by 2020-2030. This paper assesses the …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

An Investigation Into The Effect Of Consumer Experience Tourism On Brand Loyalty And Purchasing Behavior, Robin M. Back

Doctoral Dissertations

Brand loyalty and repeat purchase intentions are accepted as important and inextricably intertwined phenomena in contemporary marketing literature, with many studies pertaining to this area. In order to achieve customer loyalty, it is important for companies to create strong bonds between their products or brands and consumers. Consumer Experience Tourism (CET) has been increasingly used as a strategic marketing tool in an attempt to strengthen such bonds, particularly by producers of frequently purchased consumer staples such as food and beverages. With no studies to date identified as having tested the effects of CET on medium to long-term consumer brand loyalty …

Festival Attendees’ Perceptions Of Green Hotel Practices, Jason D. Oliver, Alex Naar, Erin Harris

Journal of Tourism Insights

Lodging managers and festival organizers have an incentive to understand how festival attendees perceive hotels with green practices in place. Lodging managers that understand how to segment, target, and position their offerings to festival attendees, including sustainable practices, can maximize financial gains from festivals. Festival organizers have related interests: they want to minimize negative impacts on the physical environment and maximize positive customer experiences on- and off-site. To provide insights into festival attendees’ perceptions of green hotel practices that may assist both sets of stakeholders, the manuscript presents the results of a survey of convenience samples from two food festivals. …

Removing The Undesirables: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns

Atlantic Marketing Association Proceedings

The lodging industry has been particularly challenged by the bed bug’s resurgence. Bed bugs are primarily associated with places where people sleep and most of these places are properties associated with the lodging industry such as hotels, motels and bed & breakfasts.

In the United States, this industry is massive.

All In Or A` La Carte: Preferences Of Medical Tourists Towards Value Of Co-Creation, Michael Dotson, Jennifer Henson Nevins, Bonnie S. Guy

Atlantic Marketing Association Proceedings

Patients Beyond Borders (2014) defines a medical tourist as anyone who travels across international borders for the purpose of receiving nonemergency medical care. It has been estimated that the market size in USD ranges from 38.5 to 55 billion based upon eleven million cross-border patients worldwide spending an average of 3,500 – to 5,000 USD per visit. Further, Patients Beyond Borders suggests that the top Medical tourism destinations are Costa Rica, India, Israel, Malaysia, Mexico, South Korea, Taiwan, Thailand, Turkey and the United States.

A Research Note On Street Pricing Requirements In Major U.S. Airport Retail Concessions Requests For Proposals, Blaise Waguespack

Atlantic Marketing Association Proceedings

When reviewing the subject of airport marketing, much of the literature is broken down into issues external or internal to the airport. The external literature tends to divide and differentiate airports on the issues of size (passenger counts) and who is the target of the marketing campaign. Those articles and books that tend to focus on the larger commercial airports (Jarach, 2005; Halpern and Graham, 2013) note the role the airport can play in economic development. Much of the external marketing tasks for the larger commercial airports are aimed at either attracting more airline service to the community or working …

How Customer Shopping Motivation Influences Perceived Design Of The Retail Environment, Julie C. Steen

Atlantic Marketing Association Proceedings

Previous research shows that the decisions retailers make about the retail environment influence the amount of time customers spend in retail stores and the total amount of money spent in the retail store (Turley & Milliman 2000). One recent example of a retailer’s efforts to influence customers through the retail environment is Walmart’s Project Impact. In 2009, Walmart embarked on a five year plan to remodel seventy percent of its stores (Gregory 2009). Based on feedback from customers, Walmart sought to change several aspects of the retail environment, including reducing clutter, reducing crowding, wider aisles, clearer sight lines, brighter stores, …

Municipal Tourism Promotion: Mid-Size Cities In The United States, Peggy O. Shields

Atlantic Marketing Association Proceedings

The competitive environment in the tourism industry requires municipalities interested in attracting tourists’ dollars to strategically manage city resources. Often public and private sector bodies cooperate and combine their efforts and resources to promote visitation to a city emphasizing the desire to maximize the limited resources of each available for tourism promotion. To succeed cities are challenged with finding an identity, or ‘personality’ that has a unique combination of functional and symbolic attributes to differentiate themselves from countless other destination options (Hankinson 2001). A city’s distinctiveness can be built on many different characteristics, such as cultural events and institutions, sporting …

Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting

Atlantic Marketing Association Proceedings

Social media is an important aspect of marketing today. According to Hanna et al (2011), social media is not an optional part of marketing strategy but a mandatory component for most companies today. Social media usage is rapidly growing. Facebook, the largest global social network, has over 1.19 billion users with an annual growth rate of eighteen percent (Aichner & Jacob 2015).

A Research Agenda For Advancing The Marketer's Understanding Of Ethical Consumption In A Post-Modern World, Julie M. Pharr

Atlantic Marketing Association Proceedings

The attribution of moral significance to the choice of everyday consumer goods may well mean that personal consumption is increasingly viewed as an ethical exercise and not simply an economic transaction.

Consumer behavior has emerged as an important moral battleground in the 21^st century. Those in doubt of this statement need look no farther than their local Catholic church. In a church encyclical released 06.18.15, Pope Francis called for radical transformation not only of global politics and economics but of individual lifestyles in the battle to confront the environmental deterioration of Earth. An encyclical is a document that serves …

The Clothing Swap: Social, Sustainable, And Sacred, Mary M. Long, Deborah Fain

Atlantic Marketing Association Proceedings

While there is much focus on recycling household waste such as paper, plastic, and metal, there is less focused attention on the waste produced by clothing and textiles. As noted by Joung (2013), consumers dispose of clothes by recycling, donating to charities, or giving to friends and family. But when individuals are not motivated to do this or are unaware of recycling options, they simply discard unwanted clothing where it ends up in landfill sites.

Motives for recycling clothes can range from altruistic (e.g., donating to a clothing drive for the poor or victims of a natural disaster) to economic …

Corporate Social Responsibility (Csr) Advertising And Consumer Responses In The Lodging Industry: Functions Of Green Marketing Motive And Appeal Type, Donghwan Yoon

Doctoral Dissertations

Hotel chains are increasingly engaging in corporate social responsibility (CSR) marketing to fulfill their social responsibilities. This study primarily aimed to contribute to the hospitality marketing literature and derive findings from the applied theoretical frameworks that would provide practical information for hotel CSR marketers. The study introduced three theoretical concepts: the information-processing model to provide a comprehensive framework of the attitude formation process, the attribution theory to explain the different effects of CSR motives, and the hierarchy-of-effects model to explain the relational effects of affect, cognition, and conation on consumer responses. In this sense, the study was conducted to test …

Something Old Is New Again: Airline-Airport Consortia And Key Stakeholder Benefits, Janet K. Tinoco, Brian W. Sherman

Janet K. Tinoco

Although consortia in the aviation sector predate deregulation by decades, this type of cooperative agreement, particularly in the airline industry, is experiencing a resurgence of interest from industry participants and academia. Airlines are searching for new innovative ways to reduce costs while airports are searching for private partners to improve terminal facilities and equipment and update services. Passengers, on the other hand, continue to balance price versus performance in their travel experience. This empirical research study finds evidence of positive influences of airline consortia to all key stakeholders; however the majority of benefit appears to be felt by the airlines …

The Dick Pope Sr. Institute For Tourism Studies, Marketing Flyer, Robertico R. Croes

Dick Pope Sr. Institute Publications

This pamphlet describes mission and services of the Dick Pope Sr. Institute for Tourism Studies.

The Medical Tourism Index: Scale Development And Validation, Marc Fetscherin, Renee-Marie Stephano

Faculty Publications

Medical tourism is an estimated $100 billion dollar industry. Despite the increasing number of people, companies and countries involved in medical tourism, we know very little about the key drivers and how countries are perceived as medical tourism destinations. The purpose of this paper is to present the Medical Tourism Index, a new type of country-based performance measure to assess the attractiveness of a country as a medical tourist destination. We followed a rigorous multi-steps scale development procedure by using four empirical studies based on 4995 respondents. The MTI is a multidimensional construct with 4 dimensions (country, tourism, medical costs, …

From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana

Theses and Dissertations--Communication

The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.

The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …

Stepping Out From The Crowd: (Re)Branding Jamaica's Tourism Product Through Sports And Culture, Thelca Patrice White

Masters Theses

Branding and marketing, in a world where much emphasis is placed on commercialism, are inextricably linked, and carry significant weight. Brands, as we have come to know them, are seemingly ubiquitous, and represent an omnipresent way for many businesses to communicate vital information about their products to existing, as well as, prospective customers. However, while many persons consider branding to be directly related to huge corporations, branding has expanded its repertoire to include nations. While many scholars of marketing and branding have placed keen attention on the branding of corporations, very little attention has been placed on the branding of …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Publications

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

The Model Of Network Carriers' Strategic Decision Making With Low-Cost Carrier Entry, Tamilla Curtis, Dawna L. Rhoades

Publications

"After deregulation in the United States in 1978, airlines faced intense competition on previously regulated routes. The proponents of deregulation stated that equilibrium in the industry would be achieved by providing lower fares and improved service (Daraban and Fournier, 2008). While this became true to some extent, the airline network in the U.S. was dominated by the hub-and-spoke system and concentrated in the hands of few large airlines. The emergence of the Low-Cost Carrier (LCC) model, which originated in the U.S. through Southwest Airlines in the early 1970s, became an instrument to drive the airlines towards a competitive equilibrium. The …

The Model Of Network Carriers' Strategic Decision Making With Low-Cost Carrier Entry, Tamilla Curtis, Dawna L. Rhoades

Publications

No abstract provided.