Mount Athos: development policies for short-term religious tourism

The case of the Christian Orthodox Monastic Peninsula of Mount Athos is examined focusing on the impacts of short-term pilgrimage upon the local economy. Due to the interdiction of women entering Mount Athos, the local tourism market has been oriented towards two different target directions: day-trip cruises that take tourists on a three-hour cruise to the west side of the monastic peninsula and day-trip pilgrimages that allow pilgrims, mainly women, during a five-hour voyage to venerate the relics from various monasteries of Mount Athos. The study examines the evolution of these two key activities in the area surrounding Mount Athos and their contribution to local economic development. Research findings, based on longitudinal research, support the importance of religious tourism for local economic development and propose a number of specific policy measures that need to be introduced to improve sustainable economic development for the broader region

Stopover destination image - Using the Repertory Test to identify salient attributes

© 2016 Elsevier Ltd. This paper reports a rare investigation of stopover destination image. Although the topic of destination image has been one of the most popular in the tourism literature since the 1970s, there has been a lack of research in the context of stopover destinations. The purpose of this study was to identify attributes deemed salient to Australian consumers when considering stopover destinations during travel to Europe. Underpinned by Personal Construct Theory, the study used the Repertory Test to identify 21 salient attributes, for use in the developing a survey measuring the attractiveness of a competitive set of stopover destinations. While the list of attributes shared some commonality with general studies of destination image reported in the literature, the elicitation of a relatively large number of stopover context specific attributes highlights the potential benefit of engaging with consumers in qualitative research, such as using the Repertory Test, during the questionnaire development stage

Destination Brand Positioning Theme Development Based on Consumers’ Personal Values

© The Author(s) 2020. This research note reports an investigation into the personal values that are salient to consumers when considering stopover destinations during long-haul travel. The findings, from personal interviews using the Repertory Test and laddering analysis, present destination marketers with potential brand positioning themes based on personal values. One of the greatest challenges facing destination marketers is developing a succinct brand positioning theme representative of a multiattributed entity that effectively differentiates from competing places offering similar attributes and benefits. It is argued that the development of a brand identity based on personal values, which subsume a myriad of attributes and benefits, has the potential to appeal to a broader range of travelers. This study, in the context of international stopover destinations for Greek travelers, replicated a similar investigation undertaken in the context of Australian domestic short-break holidays. The commonality between the findings of the two studies supports the development of a proposition that a relatively small number of personal values are relevant across different destination travel contexts. This could represent a solution to the challenge of developing a brand positioning theme that will be relevant across different markets and will appease the diversity of stakeholders at the destination

Flying with Nicole Kidman or Jennifer Aniston? Brand funnel stages’ influence on brand personality

© 2017 Informa UK Limited, trading as Taylor & Francis Group. This paper reports on the visual perception of global advertising video campaigns of two United Arab Emirates (UAE) based airline companies, Etihad Airways and Emirates. Brand funnel and brand personality were tested using data from tourists travelling to UAE after the launch of television commercials featuring internationally recognized celebrities Nicole Kidman and Jennifer Aniston. The objectives of this article are to explore the relationship among television commercialsʼ (TVCs) visuals using celebrities, brand personality, and consumers’ decision-making process within the brand funnel. Findings suggest that although Etihad Airways first introduced a very important person (VIP) in its advert, Emirates emerges as a stronger player in both emirates, Abu Dhabi and Dubai. The results confirm that Etihad Airways and Emirates significantly differ in three (sincerity, excitement, competence) out of five brand personality dimensions. Empirical results of the consumers’ decision process (brand funnel) in relation to brand personality dimensions are also presented

Destination image: A comparison of French and Australian consumers stopover destination preferences for long-haul travel

In the first forty years of destination marketing literature there has been little research published in relation to stopover destination image. While destination image represents an important and popular research stream, most studies to date have not been context-specific. That is to say the image of a destination has commonly been measured without reference to the travel situation. The aim of this research was to identify attributes of destinations deemed salient to consumers when considering a stopover during long haul travel. Underpinned by Personal Construct Theory, the study used the Repertory Test in personal interviews with French consumers. The findings are then compared to attributes elicited from Australian consumers to identify any differences in attribute salience between these northern hemisphere and southern hemisphere travellers. The commonality of stopover destination attribute salience between the two samples will enable the development of a questionnaire to measure stopover destination image. A number of stopover destination attributes were identified that have not been commonly used in generic destination image studies. The study highlights the value of engaging with the consumer in the questionnaire design stage, and goes some way to support the proposition that due to the short stay nature of stopovers during long haul travel destination attribute salience might differ to that for other travel situations

Stopovers as valued-based experience: A conceptual model

This study on stopovers, defined as consisting of a one to three-night transition to a destination featuring value-based experiences, uses a multi-site data collection approach of focus groups in six cities to examine stopovers during long-haul air travel in Dubai and Abu Dhabi, Singapore and Hong Kong. It contributes to the literature on stopovers by defining and conceptualizing the term and identifying the key influences of stopover choice and value experiences of travelers from distant geographic areas, namely, the United Kingdom, France, Australia, and New Zealand. The proposal of the conceptual model on stopovers offers a basis for destination marketers a greater understanding of stopover travelers and facilitates the destination\u27s promotion from a practical perspective

Stopover destination attractiveness: A quasi-experimental approach

© 2020 Elsevier Ltd This study contributes to the emerging field of stopover destination attractiveness. There has been a paucity of published research around the phenomenon of stopovers, including stopover destination image, during long-haul international air travel. This is surprising given long-haul commercial flights date back to the 1930s, and that destination image has been the most popular topic in the tourism marketing literature since the 1970s. A quasi-experimental research design with samples of consumers in the UK and Australia was used to test aspects of a proposed model of stopover destination attractiveness. The results highlight the influence of perceived airport ambience and positive user-generated content on social media on enhancing attitudinal destination loyalty for Dubai as a stopover destination. The study also highlights the positive influence of previous visitation on attitudinal destination loyalty for a destination located in the Middle East, a region with a history of negative media publicity around conflicts. It is proposed these findings have practical implications for emerging stopover destinations, and for other destinations in conflict-ridden regions such as the Middle East

The 3 a\u27s of stopover destination attractiveness: Access, ambience, and attractions

© 2020 University of Zagreb Faculty of Economics and Business. All rights reserved. There has been relatively little research investigating the phenomenon of stopovers during long haul air travel. The aim of this exploratory study was to identify determinants of stopover destination attractiveness. Quantitative data was collected from consumers in two countries in the northern hemisphere and two in the southern hemisphere. The survey instrument was informed by previously published qualitative research involving personal interviews in the four countries, to identify salient attributes of stopover destinations. Data from the 2000 participants in the current study identified three dimensions of destination attractiveness in the context of a stopover during long haul international air travel, which positively influence attitudinal loyalty. The findings contribute to an emerging field of research into stopover destinations. Also, the results provide tourism marketers with practical insights into the influence of previous visitation on travellers\u27 perceptions of stopover destinations, and the potential determinants of destination attractiveness in the context of stopovers during long haul air travel

Been there, done that: quasi-experimental evidence about how, why, and for who, a previous visit might increase stopover destination loyalty

© 2020, © 2020 Informa UK Limited, trading as Taylor & Francis Group. Despite stopovers being a part of long-haul air travel since commercial flights commenced over 80 years ago, the first published research on the phenomenon did not appear until 2016. Also, even though destination image has been the most researched construct in the destination marketing literature, no studies had measured perceptions of a destination in the context of a stopover until 2018. This study makes a contribution to this emerging research field by reporting how a quasi-experimental design found previous visitation enhances destination image and destination loyalty in the context of a stopover during long haul international air travel. However, this effect was weakened for individuals high in prevention focus. Conceptually, the research design is underpinned by Regulatory Focus Theory, which has rarely been reported in the destination marketing literature. The results have practical implications, for Dubai as a stopover destination, and for other destination marketing organizations responsible for emerging destinations or destinations in regions that have experienced negative publicity