Opportunities and Limitations for MICE Tourism Development in Łódź

Business tourism plays an important role in the tourism industry of Łódź. However, compared to other Polish cities relatively few MICE meetings are organised there. The purpose of this article is therefore to analyse the opportunities and limitations for MICE tourism development in Łódź compared to the city’s potential. The accommodation services, congress locations, accessibility by different means of transportation, and its image are the factors considered in the analysis. The results indicate the most important strategic actions that are recommended in order to improve the situation of business tourism in Łódź

The Importance of Public Relations in the Creation of Destination Brand: Sample of Nevsehir

Today, to be able to become a destination brand our cities give a great deal of importance to distinguish themselves with their local-cultural values, identities and images. Public relations have significant contribution to the identification of a location as the destination brand which is introduced publicly. To ensure the attraction of tourists, the recognition of cities and their featuring in news is supplied through popular media and public relations strategies. As a destination of touristic city Nevşehir with its unspoiled nature, historical and cultural attractions, attracts the attention of visitors. In this study, in the process of the creation of Nevşehir destination branding, the importance of public relations and their practices will be analyzed

The brand image of Malta as a tourism destination: a case study in public relations and corporate communication practice

Place branding and country branding are evolving concepts, which continue to engage attention. This paper reviews the conceptual foundation of place branding and its application to public relations and corporate communication practices in the island state of Malta, a popular tourist destination in the centre of the Mediterranean Sea. The Maltese authorities use communication practices to develop Brand Malta and the study shows how the image of Malta is used to position its offer in the valuable UK market. Tourism is vital to the Maltese economy and the authorities need to create a favourable image and a strong brand. A number of interviews were carried out with representatives from the Malta brand promoter, Malta Tourism Authority (MTA) to establish the brand strategies and communications approaches adopted for rebranding and repositioning in the market. In addition two tour operators were contacted, who specialize in promoting Malta, to illustrate the practices of the private sector and their coordination with the Maltese authorities. The findings are analysed in accordance with the theoretical frameworks featured in the literature. The studies show that Malta has achieved some success in developing and sustaining the brand in a competitive tourism market. Niche propositions and added value have been important. A coherent approach to public relations and a corporate communication rationale do provide a strategic framework which helps competitiveness and sustains overall value

Perfect weddings abroad

Approximately 16% of UK couples are currently married abroad. However, academic or practitioner focused research that explores the complex nature of a couple’s buying preferences or the development of innovative marketing strategies by businesses operating within the weddings abroad niche sector, is almost non-existent. This exploratory paper examines the role and relevance of marketing within the weddings abroad sector. The complex nature of customer needs in this high emotional and involvement experience, are identified and explored. A case study of Perfect Weddings Abroad Ltd highlights distinctive features and characteristics. Social networking and the use of home-workers, with a focus on reassurance and handholding are important tools used to develop relationships with customers. These tools and techniques help increase the tangibility of a weddings abroad package. Clusters of complementary services that are synergistic and provide sources of competitive advantage are identified and an agenda for future research is developed

Marketing Of Protected Areas As A Tool To Influence Visitors' Pre-Visit Decisions

As the result of the increasing influence of tourism, natural and protected area management is evolving from one primarily focused around onsite management and conservation to one that more broadly encompasses a greater range of holistic recreation and tourism experiences. In dealing with this evolution, national parks and protected area managers are now required to balance onsite interpretation activities with marketing and demand management activities

How Online Sales Promotions via Social Networks Affect the Brand Equity of a Heritage Destination

Social media marketing communication is among the current strategies used to provide visibility to cultural heritage, sales promotions being especially relevant. Nevertheless, despite the fact that social media has now built significant momentum, there is still a dearth of research on the relationship between social marketing activities and brand equity. In this context, this study seeks to determine how the use of promotional discounts and free gifts on social media contributes to building heritage brand equity. To pursue this research aim, a quasi-experimental study was designed and carried out among online users, based on two promotional stimuli (discount vs. free gift). The findings suggest that gifts perform better in terms of increasing brand equity, except where the user presents a high level of sales promotion-proneness, in which case promotional discounts are more effective.Campus of International Excellence BioTic Granada 20F12/43Spanish National Research Programme (R+D+i Research Project) ECO201788458-

A Cultural Tourism Strategy: Enriching Culture and Building Tourism in Buffalo Niagara

Their continued dedication to the region\u27s cultural, arts and heritage organizations and the development of cultural tourism has been, and will continue to be, essential to attaining the vision of “A Cultural Tourism Strategy”. The cultural tourism mission is to strengthen cultural, artistic and heritage organizations; expand individual opportunities for creativity and interpretation; help our regional economy grow; enhance the quality of life in our communities; advance the image and identity of the region; and build the region\u27s reputation as a world-class tourism destination. These benefits reinforce one another and can be achieved together

Building heritage brand equity through social media sales promotion: The role of Power Distance

This paper aims to look into the moderating effect of individual's cultural characteristics—Power Distance—on the relationship between the use of discounts and gifts and the formation of the brand equity of a heritage tourist site is assessed. The results of a quasi-experimental 2×2 factorial design among Internet users from two countries and using two different promotional stimuli showed: a positive effect of sales promotions on social media on the formation of brand equity of a heritage tourist site; a lesser effect of online price discounts than free gifts; the moderating role of Power Distance on the formation of brand equity.Andalusian Program for R&D, Grant/AwardNumber: P20-0102