Tourism and Travel Commons^™

Advertising And Social Media Strategy For America’S National Parks: A Case Study Of Congaree National Park, Abigail Gallup

Senior Theses

Advertising for America’s National Parks comes in many different forms but is highly limited for national parks with lower visitation rates and less funding. Congaree National Park located just outside of Columbia, South Carolina has a small budget for advertising and goals to increase their visitation rates and visitor diversity. Particularly, Congaree rangers hope to increase visitation from the local Black community which surrounds Congaree National Park. Rangers at Congaree mainly use social media to advertise but have also investigated other forms of advertising and fundraising as well, including a Friends of Congaree Swamp license plate. This thesis will show …

Futurizing Gastronomic Experiences In Natural Environments, Francesc Fusté-Forné

Journal of Sustainability and Resilience

The current pandemic accentuated the need for a more responsible tourism system, where local food production and consumption become a cornerstone of sustainable tourism futures. Experiences embedded in natural environments are neither new nor recent, but the pandemic urged tourism stakeholders to look at nature again as a source of inspiration for tourism regeneration. The research analyses the configuration of gastronomic experiences in protected areas through the philosophy of a gourmet restaurant located in a volcanic setting in Catalonia, north-eastern Spain.

Exploring The Influence Of Touch Points On Tourist Experiences At Crisis Impacted Destinations, Nina Krey, M Claudia Tom Dieck, Shuang Wu, Paraskevi Fountoulaki

Rohrer College of Business Departmental Research

Customer journeys in tourism are becoming more complex, often including multiple touch points that can influence expectations, experiences, and travel behaviors. The management of these different interactions is further complicated if tourist destinations face natural or man-made crises (e.g., financial crises, COVID-19). The current research takes a comprehensive look at how negative word-of-mouth (WOM) shapes pre-consumption expectations that drive actual tourist experiences and subsequent satisfaction behaviors. Using partial least squares structural equation modeling (PLS-SEM), findings from 188 tourists confirm the influence of uncontrollable, negative WOM on destination image. Yet an actual, positive experience negates these negative pre-trip influences. Tourism managers …

Importance-Implementation Of Disability Management Practices In Hotels: The Moderating Effect Of Team Orientation, Zakaria Elkhwesky, Islam Elbayoumi Salem, Mona Barakat

Journal of Mediterranean Tourism Research

The purpose of this study is to examine the importance of disability management practices (DMPs) and the level of implementation from the viewpoint of food and beverage (F & B) managers, F & B entry-level employees, working in F & B departments, and human resources (HRs) managers in five-star hotels in Egypt. It also analyzed the moderating role of team orientation (TO) between the importance and the implementation of DMPs. Data were collected from 400 respondents. The association between the importance and the implementation of DMPs is significant, moderate, and positive. The results also exhibited that the correlation between the …

Proceedings Of The Global Conference On Services Management: Volume 2, Cihan Cobanoglu, Valentina Della Corte

University of South Florida (USF) M3 Publishing

This is the second volume of the Global Conference on Services Management Proceedings Series.

ISSN: 2641-5062

Advances In Global Services And Retail Management: Volume 2, Cihan Cobanoglu, Valentina Della Corte

University of South Florida (USF) M3 Publishing

This is the second volume of the Advances in Global Services and Retail Management Book Series. This volume has the following parts:

• Part 1: Hospitality and Tourism
• Part 2: Marketing, E-marketing, and Consumer Behavior
• Part 3: Management
• Part 4: Human Resources Management
• Part 5: Retail Management
• Part 6: Economics
• Part 7: Accounting and Finance
• Part 8: Sustainability and Environmental Issues
• Part 9: Information Technology

ISBN: 978-1-955833-03-5

Hospitality and Tourism

• Significance of VR in the spa: A spatial analysis
  • Irini Lai Fun Tang, Schultz Zhi Bin Xu, and Eric Chan
• Social media marketing in rural hospitality and tourism destination research
  • Samuel …

Making Memories: A Consumer-Based Model Of Authenticity Applied To Living History Sites, Muhammet Kesgin, Babak Taheri, Rajendran S. Murthy, Juilee Decker, Martin Joseph Gannon

Articles

Purpose: Underpinned by the consumer-based model of authenticity (CBA), this study investigated whether leisure involvement, object-based and existential authenticity, host sincerity, and engagement stimulate positive memorable visitor experiences in a distinctive commercial hospitality setting: a living history site. Methodology: Quantitative data were gathered from living history site visitors (n=1004), with partial least squares structural equation modelling used to test the hypothesized relationships. Findings: The results confirm the inclusion of the hypothesized relationships between leisure involvement, sincerity, and authenticity, relative to engagement and subsequent memorability. The findings suggest that engagement can be a predictor of positive memorable experience, contingent on CBA …

A Study On The Impact Of Social Media Marketing In The Event Industry: Executing A Marketing Plan, Adrian N. Bradley

Human Nutrition and Hospitality Management Undergraduate Honors Theses

Marketing is a large part of growing one’s business or event. The objective of this study was to gain an understanding of how social media marketing increases brand loyalty, attendance, and engagement within current and potential guests over traditional event marketing methods. Through this study a data collection survey for the University of Arkansas’ Hospitality Management annual event Students Mastering the Art of Hospitality (SMASH) to gather information on the effectiveness of e social media marketing’s influence on their attendees. Unfortunately, due to a global pandemic SMASH was canceled and the researcher and honor’s committee thought it to be best …

Walt Disney World As A Model For Brand Marketing: An Imc Approach To Build Brand Loyalty, Sarah Camille Blankenship

Honors Theses

The Walt Disney Company has an estimated brand value of $61.3 billion and a brand revenue of $38.7 billion according to Forbes’ 2020 World’s Most Valuable Brands (Swant, n.d.). As number seven in the world’s most valuable brands and the only leisure brand in the top fifty, the Disney brand is often used as a business model and inspiration for many companies (Swant, n.d.). Its success can be attributable to the high degree of brand loyalty they create among their customers. Among its approximately 157 million visitors who visited Disney Parks globally, there was a 70% return rate of first-time …

The Satisfaction Of Bangladeshi Pilgrims: Service Gaps In Spiritual Tourism Based On Gender And Expenditure, Mohammad Mominul Islam

International Journal of Religious Tourism and Pilgrimage

This study sheds light on the satisfaction of pilgrims and service gaps of tour operators. Data were gathered from 236 Bangladeshi pilgrims in the Kingdom of Saudi Arabia at Mecca and Madina and in Bangladesh in 2019. The results reveal that 94.9% of the tourists were satisfied with air services, followed by food, accommodation, Hajj- training, sightseeing, stone-throwing, Arafa, Mujdalifa, Meena and transportation services (75.8%, 61.9%, 56.8%, 54.3%, 54.3%, 53.4%, 52.5%, 51.3%, and 43.2% respectively. Under the Mann-Whitney U test, pilgrims’ perceptions of tour operators’ services significantly differed based on gender and expenditure of respondents. The results show that satisfaction …

Building City Identities: A Consumer Perspective, Delphine Godefroit-Winkel, Marie Schill, Cristina Longo, Martin Chour

Markets, Globalization & Development Review

This study complements current knowledge on city identity and city attachment through a phenomenological inquiry among 22 Casablanca consumer residents. Five Casablanca identities emerge: City of Escape, Busy Isolating City, Clustering City, Small City, and Dark City. The findings illuminate (1) how consumers build specific types of city identities; (2) demonstrate city identity as the outcome of interplays between various consumption experiences, perceived characteristics of spaces and places, and ambivalent emotions; and (3) update current knowledge on city attachment. This work further provides valuable recommendations to public authorities who are willing to leverage specific identities.

An Analysis Of How The Goodyear Rubber And Tire Company Should Navigate The Covid-19 Pandemic, Nicholas Zubek, Alexander Morgan, Alyson Pekkola, Kayla Jancewicz, Thomas Rovnak Iii

Williams Honors College, Honors Research Projects

The COVID-19 pandemic has affected the world in an unprecedented way with many countries being forced to shut down all non-essential businesses. A majority of people were laid-off or forced to work from home while the state mandated quarantine regulations. Due to fewer people and employees commuting on the roads, tire usage has decreased drastically. Companies, like The Goodyear Tire and Rubber Company, depend on high transportation and automobile usage and thus have been heavily impacted. In the nine months since 2020 began, Goodyear has reported sales of $2.367 billion dollars lower than their sales in 2019, which mostly came …

What Factors Predict A Consumer's Willingness To Purchase A Subscription-Based Airline Program?, Sean R. Crouse

Journal of Aviation/Aerospace Education & Research

Introduction: Many services offer subscription-based sales models. The aviation industry has not widely attempted to market a subscription-based service through their airline for ticketing purposes. This study developed a regression equation to determine predictive factors for the type of individual who would purchase a subscription-based airline ticket.

Method: A two-stage approach was used where the participants (N = 521) answered demographic information, flight habits, and the same scenario with a perceived value scale and willingness to purchase scale.

Results: Stage 1 found perceived value, employment status, and early boarding preference all to be significant factors, accounting for …

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Customer Service 2.0: The Effect Of Ryanair's Policy Change, John C. Griffith Ph.D., Donna L. Roberts Ph.D.

International Journal of Aviation, Aeronautics, and Aerospace

Customer perceptions of Ryanair and Southwest were evaluated to compare two data periods; 2012-13 and 2016-17 to determine differences in passenger perceptions between and within airlines. Quantitative data and open area comments were analyzed. A replication of a previous study for 2016-17 data indicated that customer perceptions of Ryanair improved since the implementation of a customer service program. Survey results indicated Ryanair and Southwest did not have statistically significant differences in overall ratings; a change from 2012-13 data where Southwest was rated significantly higher. Additionally, 2016-17 Ryanair customers indicated they would recommend the airline at a significantly higher rate than …

Consuming History In A Political Context: Motivations Of Turkish Visitors Of The Gallipoli Battlefields, Ulvi Cenap Topcu

Journal of Global Business Insights

Certain unconventional tourism activities such as visiting battlefields, old prisons, or crash sites encompass dark tourism and have become the focus of scholarly pursuit. The term was established in relation to the Gallipoli Battlefields; which has been examined mostly in the context of its importance to Australian and New Zealander national identities. As represented by numerous memorials and well-established historical narration, the Battle in Gallipoli is credited as one of the most important representations of Turkish nationality. This research aims to investigate the motivations of Turkish visitors to Gallipoli in terms of consumption experiences and to clarify empirically motivations of …

Customer Experience In Tourism: A Review Of Definitions, Components, And Measurements, Maksim Godovykh, Asli D. A. Tasci

Faculty Scholarship and Creative Works

Considered as a more competitive advantage than price, product, or quality, the concept of experience has received increasing attention in different disciplines. However, the pathway for handling experience has not been clearly set forth due to divergent conceptualizations and insufficient measures of customer experience. This study critically analyzes empirical and conceptual literature on experience, provides a holistic definition of experience, proposes an experience model with four main components (emotional, cognitive, sensorial, and conative), and suggests using a combination of several measures to capture the totality of tourism experience at pre-visit, onsite, and post-visit stages. These suggestions provide important implications for …

Developing Consumer-Based Service Brand Equity (Cbsbe): An Airline Industry Perspective, Sarker Md Moniruzzaman

Student Works (2020-2029)

The competitive challenges facing airline companies such as consolidation, merger, acquisition and passengers’ dynamic buying behaviour require sound branding strategies that may help organisations survive and thrive effectively. Although contemporary brand equity models have been acknowledged and tested in the service branding context, they are not quite adaptable to the airline sector. A critical review of the literature also confirms that earlier models are more appropriate for product-dominant brands, as they ignore the crucial roles of direct service experience, which is the nucleus of service organisations. Besides, the two essential elements of brand asset (i.e., brand consistency and perceived value) …

Star Rating Factors For Umrah Services: The Perspectives Of Umrah Operators And Consumers, Amran Harun, Aini Khalida Muslim, Dzunnur Dzail, Bestoon Abdulmaged Othman

International Journal of Religious Tourism and Pilgrimage

The star rating system is widely used in the hotel industry to classify hotels according to their quality. However, the Umrah industry in Malaysia has yet to adopt the system. Thus, their services are not monitored by a controlled and reliable rating system. The star rating is deemed important to Umrah consumers as the system would provide the consumers with information about basic facilities or services that can be expected. Hence, the purpose of this study is to explore the key elements of a star rating that would suit the Umrah industry in Malaysia and to accomplish this, perspectives of …

Comparative Analysis And Best Practices Of Experiential Marketing, A Look Into Sensory Marketing, Cameron J. Bielat

Experience Industry Management

As the experiential marketing industry has begun to take precedent over prior marketing methods, organizations are learning to capitalize on customer immersion and relationship development, done so through sensory marketing. This review works to evaluate and measure multiple large experiential conferences within their respective industries. The purpose of this study is to examine the sensory-activating marketing practices, also known as sensory-marketing activations, present within the emerging experiential marketing industry, with a highlight on the best practices within major organizational conferences. Within this study there is a detailed instrument that is used as a guideline to evaluate key experiential marketing tactics. …

A Qualitative Assessment Of Airline Passenger Satisfaction, Kaetlyn Blocker, Brent D. Bowen, Erin Bowen, Andrea Irish

Student Works

Each year, airline passengers respond to the Airline Passenger Survey providing feedback of their experiences with major domestic (U.S.) airlines. The Airline Passenger Survey analyzes responses to a varied set of questions. This specific study is limited to the single open-ended question within the survey. This question is optional, but allows an opportunity to share any issues, concerns, and/or complaints regarding their own air travel experiences. There is no limitation on the number of words submitted. Through the application of a thematic coding scheme, results show what the highest concerns of airline passengers have been the last two years.

A Research Note On Gender And Taboo Advertisements: The Case Of Spirit Airlines, Blaise P. Waguespack

Atlantic Marketing Association Proceedings

No abstract provided.

A Conceptual Framework For Valuating Airline Frequent Flyer Program Miles, Yi Gao

International Journal of Aviation, Aeronautics, and Aerospace

Frequent flyer programs of airlines have gradually evolved into a multi-billion dollar business over the years. Valuing frequent flyer program miles accurately and fairly has its practical implications both for airlines and members of frequent flyer programs. As a ground-breaking academic study dedicated to airline loyalty programs, this study aims to build a conceptual framework to guide the valuation of miles. Through comparing required miles for different award types with their equivalent cash prices, this study has successfully addressed the purchasing power of AAdvantage miles of American Airlines when they are used for award redemption. Not only can this study …

How The West Was Fun: Constructing The Western Tourism Experience In The Yellowstone Wylie Camps, 1880-1916, Jennifer E. Simpson

Graduate Student Theses, Dissertations, & Professional Papers

No abstract provided.

Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration Of Cocktail Ingredients [Recorded Presentation], Hannah Daab

Steeplechase: An ORCA Student Journal

Two studies examine the effect of cocktail menu description on consumer order intention. Findings show that consumers are more likely to order a cocktail with a greater number of ingredients and the effect is driven by perceptions of beverage complexity and premiumness.

Two, Four, Six, Eight, How Many Ingredients Do You Appreciate? An Exploration Of Cocktail Ingredients, Hannah Daab

Scholars Week

Two studies examine the effect of cocktail menu description on consumer order intention. Findings show that consumers are more likely to order a cocktail with a greater number of ingredients and the effect is driven by perceptions of beverage complexity and premiumness.

Back To Beijing: The Future Of The Olympic Games, Jennifer Maynard

Marriott Student Review

Just four years ago, the IOC made an unprecedented decision to award Beijing with the 2022 Winter Olympic Games bid, making China the first Asian country ever to host both the Summer and Winter Games. What’s more, prior to this second visit to China, the Olympics will have been held in Pyeongchang (2018) and Tokyo (2020). At the same time that this national superpower has the opportunity to capitalize once again on the all eyes-on-China phenomenon, the IOC has the chance to truly go global.

Advances In Global Business And Economics: Volume 2, Cihan Cobanoglu, Muhittin Cavusoglu, Abdulkadir Corbaci

University of South Florida (USF) - M3 Publishing

This is the second volume of the Advances in Global Business and Economics Book Series. This volume has the following parts:

• Part 1: Accounting
• Part 2: Consumer Behavior
• Part 3: Corporate Finance & Governance
• Part 4: Economics
• Part 5: Education & Training
• Part 6: Environmental Issues/Sustainability & Green Tourism
• Part 7: Finance & Banking
• Part 8: Food and Beverage Management
• Part 9: Hospitality & Tourism/Smart Tourism
• Part 10: Human Resource Management
• Part 11: Innovation & Entrepreneurship
• Part 12: International Trade
• Part 13: Leisure Management
• Part 14: Management
• Part 15: Social Science Studies
• Part 16: Technology/E-Business/Social Media

ISBN: 978-1-7321275-5-5

Squeezed Out Of The Marketplace: Legal And Policy Issues Pertaining To Airline Seating Configurations, Daniel Friedenzohn, Stephen Shrewsbury

Publications

The quality of airline service in the United States has received a significant amount of attention since the Airline Deregulation Act of 1978 went into effect. Much of that attention has been negative due to efforts by the airlines to find ways to increase revenue by charging for services that were once included in the price of a ticket, such as charging for checked luggageI and other add-on fees for passengers. 2 Given the high level of competition during much of this period, it was certainly expected, and to some extent understandable, that carriers would attempt to find new revenue …

The Evolution Of The Marketing And Branding Strategies For The National Parks, Blake Smith

Electronic Theses and Dissertations

Since the first national park Yellowstone was established, people from across the world have come to visit the natural wonders that our national parks have to offer. While much empirical research has been conducted concerning the marketing and branding strategies of non-profit organizations, government agencies, and tourism destinations; not much has been conducted on national parks. This research seeks to understand how our national parks have marketed and branded themselves over time and determine how marketing and branding will play a role in the development and conservation of the parks. This research was conducted utilizing in- depth methods such as …