A Longitudinal Study Of The Use Of The Web By Regional Tourism Organisations In The Asia Pacific Region

The information-intensive nature of the tourism and travel industry suggests an important role for Web technology in the promotion and marketing of tourist destinations. With reports of travel purchases and reservations being one of the fastest growing segments of the Internet community (eMarketer, 2002), it is no surprise that the number of tourism operators on the Web has increased considerably over the past few years. This paper presents the results of a longitudinal study of the use of Web technologies by Regional Tourism Organisations (RTOs) in the Asia-Pacific tourism industry. The Websites of 195 RTOs in the Asia-Pacific Region were evaluated using eMICA over the period 2001 to 2004. The study revealed that over the three year period, all 195 RTOs had established more than a basic Internet presence. In 2001, there were 12 sites located within this stage. By 2004, the number of sites that had progressed from lower levels of functionality in the second stage of eMICA (promotion and online service and support) to higher level provision had increased from 36 to 113. Another significant finding is the increase in the number of sites offering full eCommerce facilities (an increase of 14 from the 2001 study). The results of the study add further support to the premise of the model, that is, in developing commercial websites, businesses in this industry sector typically start simply by establishing a presence on the Web and build on functionality over time, as their experience and expertise in the use of Internet technologies increases

Destination brand positioning slogans - towards the development of a set of accountability criteria

A significant gap in the tourism and travel literature exists in the area of tourism destination branding. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research in the literature to guide destination marketing organisations (DMOs). In particular there have been few reported analyses of destination brand positioning slogans, which represent the interface between brand identity and brand image. Brand positioning is an inherently complex process, exacerbated for DMOs by the politics of decision making. DMOs must somehow capture the essence of a multi-attributed destination community in a succinct and focused positioning slogan, in a way that is both meaningful to the target audience and effectively differentiates the destination from the myriad of competitors offering the same features. Based on a review of the brand positioning literature and an examination of destination slogans used in the USA, Australia and New Zealand, the paper proposes a set of slogan criteria by which a DMO’s marketing manager, political appointees and advertising agency could be held accountable to stakeholders

A Longitudinal Study of the Use of the Web by Regional Tourism Organisations (RTOs) in Australia

The information-intensive nature of the tourism and travel industry suggests an important role for Web technology in the promotion and marketing of tourist destinations. The rapid development of the Internet is also having profound impacts on the industry. In fact, travel and tourism has become the single largest category of products sold over the Internet (Tourism White Paper, 2007). With reports of travel purchases and reservations being one of the fastest growing segments of the Internet community it is no surprise that the number of tourism operators on the Web has increased considerably over the past few years. This paper presents the results of a study of the use of Web technologies by Regional Tourism Organisations (RTOs) in the Australian tourism industry over an eight year period from 2000 to 2008. The Extended Model of Internet Commerce Adoption (eMICA) (Burgess and Cooper, 2000) was used to assess the web sites of RTOs to determine the extent of adoption of web technologies for destination marketing. A significant finding of this study is the number of RTOs sites offering Stage 3 functionality (transaction processing). The results of the study add further support to the premise of the model, that is, in developing commercial websites, businesses in this industry sector typically start simply by establishing a presence on the Web and build on functionality over time, as their experience and expertise in the use of Internet technologies increases

Regional tourist destinations - the role of information and communications technology (ICT) in collaboration amongst tourism providers

The tourism industry can be seen as one of the first business sectors where business functions are almost exclusively using information and communications technologies (ICT). This has impacted on the way in which regional tourism destinations are promoted. The method of promoting regions via the development of regional tourist destination websites or portals using Internet technologies is increasingly being adopted both in Australia and around the world. This paper investigates whether this approach is the most effective to achieve increased awareness and subsequent visitation of a region. Are there other ways to achieve a similar outcome? One such alternative is via a bottom up approach achieved through co-opetition or collaboration established within the group of local tourism industry operators. This cooperative networking is made possible via the use of ICT to facilitate the establishment of virtual business networks amongst tourism operators in a local community, cascading into an informal secondary tourism network within that region. In many Australian regional areas the tourism bureau has been the key node for local tourism, but this structure has been fraught with many problems. Little is known about their effectiveness in delivering services to local small and medium tourism enterprises (SMTEs). The role of tourism bureaus in local tourism networks is changing and a study of this dynamic is provided here as an example of the interaction between top down and bottom up approaches. Published case studies from around the world are considered demonstrating alternative approaches to using ICT to promote a region and communicate with potential visitors. Future empirical research is required to more fully understand the effectiveness of the different approaches

Examining the pulse of the tourism industry in the Asia-Pacific region: a systematic review of social media

Purpose – Social media continues to be the major influencer in the lives of the millennial and generation-z in many regions of the world; especially in influencing their travel decisions. In order to validate such relationship, a systematic literature review with an end goal of closing the current gaps in knowledge with regard to the impact of social media on tourism in the Asia-Pacific region has been conducted. Design/Methodology – We performed a systematic search of relevant literature through various databases including Scopus, ScienceDirect and ProQuest. In total, 25 articles were taken into consideration in which the review protocol made use of specific techniques such as PRISMA. Approach – We conceptualized the differences and similarities in the Asia-Pacific tourism industry influenced by social media. Findings – As a contribution to knowledge and practice, we found that the usage of social media for tourism marketing purposes is strongly correlated to the tourism industry in many countries of the APAC region. However, it has not yet been generalized as a popular tool in other nations in the region. Originality of the research – This study provides practical and future recommendations concerning the influence of social media in the Asia-Pacific context that has become increasingly popular. Asia-Pacific governments need to introduce social media inclusive tourism marketing to capture the full potential of their tourism industry

The Waikato Region: Major tourism issues and opportunities to facilitate tourism development: Public summary

A regional tourism project was commissioned by Katolyst, the Waikato Economic Development Agency, to assess the following: What is meant by regional tourism; the current views of industry stakeholders within the tourism and hospitality sectors; major issues, drivers, and obstacles facing tourism and pathways to address them, including industry capabilities and new opportunities for industry growth. The purpose of this research was to record the voice of tourism operators and stakeholders at the grass roots, to identify the specific issues facing the Waikato. Visitors do not focus on geographical or political boundaries, but rather are seeking an experience that transcends these boundaries. The region is generally ignorant of the significant economic impacts of the tourism sector, and education and advocacy is urgently needed. Tourism should not be seen in isolation to other key economic generators for the region, and there is potential for cross sector regional initiatives between tourism and other major sectors within the Waikato that could lead to cross sector strategic growth. The Waikato is a significant player in international visitor expenditure (7th out of 30 tourism regions), although the forecasted growth to 2012 for the Waikato is less than the national average. Although the Australian visitor market is significant for Hamilton International Airport, it comprises just 2% of all Australian visitors to New Zealand. Domestic visitors are the major driver of visitor expenditure in the region, with domestic visitor expenditure in the Waikato the third highest among the 30 tourism regions in New Zealand. Events are a driver, yet there is a perception that there is a lack of coordination and regional linkages. i-SITEs are inadequately funded and can rely on non-visitor revenue streams. There is a need to improve tourism expertise and knowledge to facilitate product development, especially getting current and potential tourism product export ready and to understand the distribution channels for domestic and international marketing. Most operators in the region are small owner operated firms with a few medium sized firms. A number are lacking tourism sector knowledge and business capabilities

A theoretical reflection on thermalism and communication: future perspectives in times of crisis

The purpose of this article is through a systematic literature review (SLR) to present a conceptual approach to the importance of communication for thermalism. An in-depth analysis of scientific publications provides a conceptual understanding about the definition of thermalism and the importance of communication in the thermal sector. The intention is also to identify the major challenges for communication in thermalism in times of crisis. The literature on conceptual approaches in the field of thermalism is almost non-existent, and this is an important contribution of the research presented. Design/methodology/approach: To achieve the objectives, an SLR was carried out, through the Preferred Reporting Items Systematic Reviews and Meta-Analysis (PRISMA) Statement method, using the Web of Science and Scopus databases. A total of 139 articles were found, of which only 26 were used for the qualitative analysis. EndNote 20 and Nvivo software were used to identify the articles for the study, their analysis and systematization of the collected information. Findings: The results, among others, through an in-depth analysis of scientific publications, clarified the definition of thermalism and provided relevant results for better understanding of the importance of the dimensions of communication for thermalism. Research limitations/implications: The research addresses the current scarcity of academic work on the importance of communication applied to a thermal destination and the lack of relevant strategic models for the diffusion/promotion of a destination. Finally, a limitation was the fact that only 2 databases were considered and only journal articles were included. As a future line of research the authors propose extending the theme to thermal tourism experiences. In addition, scientific studies focusing on water-based experiences connected with thermalism are almost non-existent and very relevant for the future of the sector, as well as studies in the area of communication with the following research questions: where do tourists consult information when choosing a travel destination? and what are the appropriate communication channels to reach the thermal market?; We close this reflection by concluding that the thermal tradition, through the know-how of the medical class, the properties of thermal waters and the cultural history associated with its early days, stimulated more recently by implementing innovations, will regain its role in preserving health and well-being through thermal water and the exploitation of territories' endogenous resources. These factors are the basis through which communication sciences can create strategies adapted to each country to promote a thermal destination brand. Practical implications: Research in tourism destination management has provided solutions, through communication, to problems that are faced daily by countries, and the authors hope this research also contributes to the recovery of thermal tourism destinations in times of crisis. It is also from this perspective that based on the main themes and dimensions of communication identified in the SLR that the authors propose the Corporate, Organisational, Skills, Management and Online (COSMO) model to help promote resilient thermal destinations prepared for future crises. The diversity and originality of this research model will be useful for destination promoters, spa managers and communication professionals. Social implications: This study contributes to the literature by providing a theoretical framework of excellence in thermalism. One possible way to solve the ambiguity of terms related to thermalism is to consider another more comprehensive term as a combination of different approaches. The aim is not to create an academic division, but rather to contribute to better conceptual understanding, from a theoretical and paradigmatic perspective, of what thermalism is. Here, a new targeted and more comprehensive concept emerges, which from the academic perspective of communication sciences will lead to prevention for a new way of feeling good with life, contributing to promoting thermal destinations in the world with a greater understanding. Originality/value: For better understanding of the concepts, this study proposes a new definition of thermalism. As research related to thermal destinations, through communication management contributes to attract tourists, promote experiences, provide the human capital of the sector with skills and create authentic and resilient place brands. It is from this perspective that the model was proposed, based on the dimensions of communication related to the main themes obtained through the SLR. This model supports a plurality of communication strategies, with different characteristics and objectives but which meet a collective purpose: to disseminate information about thermalism, in order to build collective knowledge to promote thermal destinations. The analysis highlights the need for further research into thermalism, with special focus on communication.info:eu-repo/semantics/publishedVersio

A Scoping Study of Business Events: Beyond Tourism Benefits

The purpose of this study is to provide an empirically-based assessment of the range and impact of contributions made by business events to host communities beyond the tourism dimension. This project is classified as a scoping study, delivering baseline data on which future stages of research could be built. Future stages of the project could be designed to deliver quantitative data on the contributions made by business events to complement the more qualitative focus of this study. It is well established that business events make a substantial contribution to the Australian economy from a tourism perspective. However, the Business Events Council of Australia (2009a) argues that impacts from business events in areas such as innovation, education, networking, trade, research and practice are likely to far outweigh the financial returns of the tourism spend. They have called for evidence-based research to be undertaken in this area (Business Events Council of Australia 2009b

A whole-of-life approach to tourism: The case for accessible tourism experiences

This article examines the concept of a whole-of-life approach to tourism through presenting the case for 'accessible tourism'. The importance of this approach is that it has been estimated that 30% of a population will have access requirements at any point in time, and most people will have a disability at some stage during their life. This article presents the case for proactively developing a strategic accessible tourism approach by presenting a brief background to the area. First, the article outlines the relationship between access, disability, ageing and tourism. Second, it reviews the development of easy access markets and accessible tourism, and places these in context to universal design. Third, the article overviews pertinent legislation that shapes the accessible tourism environment in Australia. Fourth, accessible environments are placed within context to destination management and accessible destination experiences. The article concludes by presenting four contemporary Australian examples of accessible destination experiences within broader destination management approaches