Market-Driven Management, Global Markets and Competitive Convergence

Global markets redefine competition space, fostering a collaborative network between companies (market-driven management). Globalisation it causes previously distinct global economies to converge into a single large market, thus generating fusion between competitive environments that are not only differentiated but also often very distant (competitive convergence)Competitive Convergence, Competitive Landscape, Global Competition,Global Markets

Metaverse in Tourism and Hospitality: Empirical Evidence on Generation Z from Italy

The paper intends to analyze the change taking place in tourism marketing due to the metaverse. The tastes and needs of today's new generations of tourists, especially Generation Z, are becoming more and more in line with new technologies. Tourism marketing requires a change in the way of promoting and telling a product and a brand. The objective of the paper will be to analyze the digital tools of the Metaverse and of the “immersive” technologies. The results of a survey that investigates people's propensity to use digital tools and new technologies will also be presented. Further objectives will be to understand the role these technologies will have in the world of travel and to provide a “guide” for tourism-related businesses, trying to help them face and understand a highly dynamic sector

Territorial Marketing Applied of Great Events: The Case Study of Cortina d’Ampezzo

Territorial marketing and great events marketing is generally considered by academics and professionals as a discipline with dynamic and not fully distinct fields. This study aims to develop research in these fields, examining the impacts of territorial marketing on a tourism destination during a great event. Data collected from tourists in Cortina d’Ampezzo (Italy) demonstrates that this destination became famous following territorial marketing used for the Olympic Games in 1956 and its attractiveness is still alive, so much so that it has been chosen once again to host the 2026 Winter Olympic Games. This study underlines how territorial marketing has created a tourism destination that can attract tourists regardless of the great event

Metaverse in Tourism and Hospitality: Empirical Evidence on Generation Z from Italy

The paper has been conducted to analyze the change taking place in tourism marketing due to the metaverse innovation through tastes and needs of today's new generations of tourists, especially generation Z, that will be the future customers of the next decades. The goal of this study has been to analyze the opportunities concerning the metaverse and its immersive technology, through a survey conducted on a sample of generation Z people and understand which are the practical implications that can guide tourism companies and territorial governments' decisions during the nearest future, to satisfy new market demand and optimize their communication in the metaverse

Effects of Country of Origin in Product Categories: A Study Concerning Italy and Great Britain

This study examines country-of-origin in terms of the fit between two countries (Italy and Great Britain) and product categories. A framework is suggested which matches the importance of product category dimensions with the perceived image of the country-of-origin along the same dimensions. Such matches (or mismatches) can influence or not the customers in their decisionmaking process in a different manner concerning the country. Data collected from consumers in Italy and Great Britain demonstrate that strategic implications can increase sales in some category. This study has underlined the presence of an important domestic bias concerning convenience goods category, especially in food purchases. Instead, in specialty goods category, the customer seems to identify and prefer specific countries, and goods are critically evaluated for their origin

CONTENT MARKETING METRICS: THEORETICAL ASPECTS AND EMPIRICAL EVIDENCE

In recent years both practitioners and academics have shown an increasing interest in Content Marketing and in the metrics to measure its impact on firm performance. However the literature remains fragmented. In attempting to fill the gap, this paper has two main objectives. Firstly, we review the existing literature on content marketing and the main metrics used. Secondly, we analyse the degree of use and effectiveness of content marketing strategy and metrics, on a sample of 235 Italian firms

Metaverse in Tourism and Hospitality: Empirical Evidence on Generation Z from Italy

The paper intends to analyze the change taking place in tourism marketing due to the metaverse. The tastes and needs of today's new generations of tourists, especially Generation Z, are becoming more and more in line with new technologies. Tourism marketing requires a change in the way of promoting and telling a product and a brand. The objective of the paper will be to analyze the digital tools of the Metaverse and of the “immersive” technologies. The results of a survey that investigates people's propensity to use digital tools and new technologies will also be presented. Further objectives will be to understand the role these technologies will have in the world of travel and to provide a “guide” for tourism-related businesses, trying to help them face and understand a highly dynamic sector

Exploring corporate social responsibility and financial performance through stakeholder theory in the tourism industries

The literature examining the relationship between corporate social responsibility (CSR) and corporate financial performance (CFP) in the tourism industries is extensive but it has not verified the relationship unambiguously. This has been attributed to the methodological artefacts used, but also to the lack of a solid theoretical foundation. Based on stakeholder theory, this paper proposes the use of two models that explicitly investigate the relationship between stakeholder management, expressed as CSR activities, firm strategy and CFP. The strategic stakeholder model and the intrinsic stakeholder commitment model are evaluated in terms of their descriptive accuracy in four different tourism-related industries (airlines, casinos, hotels and restaurants) using panel regressions for the years 2005-2014. The results provide useful theoretical insights into the way in which CSR interacts with firm strategy and CFP, as well as managerial insights into how tourism practitioners can identify which CSR activities may impact CFP. (C) 2017 Elsevier Ltd. All rights reserved