Average Scores Integration in Official Star Rating Scheme

Purpose: Evidence suggests that electronic word-of-mouth (eWOM) plays a highly influential role in decision-making when booking hotel rooms. The number of online sources where consumers can obtain information on hotel ratings provided has grown exponentially. Hence, a number of companies have developed average scores to summarize this information and to make it more easily available to consumers. Furthermore, official star rating schemes are starting to provide these commercially developed average scores to complement the information their schemes offer. The purpose of this paper is to examine the robustness of these systems. Design/methodology/approach: Average scores from different systems, and the scores provided by one rating site were collected for 200 hotels and compared. Findings: Findings suggested important differences in the ratings and assigned descriptive word across websites. Research limitations/implications: The results imply that the application of average scores by official organizations is not legitimate and identifies a research gap in the area of consumer and star rating standardization. Originality/value: The paper is of value to the industry and academia related to the examination of rating scales adopted by major online review tourism providers. Evidence of malpractice has been identified and the adoption of this type of scales by official star rating schemes is questioned.Peer reviewe

Word of Mouth, the Importance of Reviews and Ratings in Tourism Marketing

The Internet and social media have given place to what is commonly known as the democratization of content and this phenomenon is changing the way that consumers and companies interact. Business strategies are shifting from influencing consumers directly and induce sales to mediating the influence that Internet users have on each other. A consumer review is “a mixture of fact and opinion, impression and sentiment, found and unfound tidbits, experiences, and even rumor” (Blackshaw & Nazarro, 2006). Consumers' comments are seen as honest and transparent, but it is their subjective perception what shapes the behavior of other potential consumers. With the emergence of the Internet, tourists search for information and reviews of destinations, hotels or services. Several studies have highlighted the great influence of online reputation through reviews and ratings and how it affects purchasing decisions by others (Schuckert, Liu, & Law, 2015). These reviews are seen as unbiased and trustworthy, and considered to reduce uncertainty and perceived risks (Gretzel & Yoo, 2008; Park & Nicolau, 2015). Before choosing a destination, tourists are likely to spend a significant amount of time searching for information including reviews of other tourists posted on the Internet. The average traveler browses 38 websites prior to purchasing vacation packages (Schaal, 2013), which may include tourism forums, online reviews in booking sites and other generic social media websites such as Facebook and Twitter.Peer reviewedFinal Accepted Versio

ACCOMMODATION INFORMATION SEARCH: THE PERCEIVED VALUE OF READING ONLINE REVIEWS

© 2015. This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted re-use, distribution, and reproduction in any medium, provided the original work is properly cited.Previous research studied the impact that accommodation online reviews have on those reading them. However, this is mainly quantitative and lacks of conceptual frameworks to ensure consistency. Additionally, only a few of these have considered influencing variables (i.e. characteristics of the review and the reader, and surrounding circumstances). This study will focus on online reviews about accommodation establishments. Its aim is to gain an understanding of the value of reading accommodation online reviews, through a qualitative study. A conceptual framework, based on consumer-perceived value theory, has been developed and face-to-face interviews with readers of accommodation online review have been undertaken. The results suggest that the value of reviews is primarily epistemic (fulfilling the curiosity of those reading them) and conditional (depending on the circumstances), as well as partially functional (related to the provision of effective and efficient information to support decision-making). However, limited emotional (i.e. fun) and social value (i.e. providing a feeling of belonging) have been reported. Furthermore, the elements eliciting the different value dimensions and variables influencing these (such as information search patterns) were identified.Peer reviewedFinal Published versio

The Use of YouTube as a Tourism Marketing Tool

YouTube started as a social media tool, but is now evolving into a marketing communications tool. The aim of this paper is to investigate the use of YouTube as a tourism-marketing tool from the viewpoint of tourism organizations and tourists. Developing its theoretical base from the perspective on how tourists recognize images, a review of 320 European tourism videos on YouTube concluded that many organizations failed to understand that media produced for traditional marketing outlets (TV, cinema) cannot be transferred directly to YouTube. The study also highlighted the growing power of the individual consumer in tourism marketing, as reflected in the dominance of tourism videos produced by real tourists rather than by official tourism organizations. The study concluded that while YouTube was useful as a promotional/ communications tool, more research is required to understand how the YouTube generation filter, select and use tourism information in their trip planning

European Sustainable Tourism Labels: A tool to inform and educate consumers?

EdinburghConsumers' engagement with sustainable tourism practices and labels is lacking. However, there is limited understanding of the reasons behind this. In order to explore the topic, this study examined the views expressed by sustainable tourism labelling organisations about consumers'engagement. This includes obtaining an insight into the level of awareness and understanding that sustainable tourism label certifiers have about consumers; exploring the level of consumer education currently undertaken by sustainable tourism label certifiers; and examining the perceived benefit and limitations that these certifiers have on engaging consumers in the development of their labels. The results suggested that consumers are considered the key initiator of sustainable tourism practices. However, the level of communication of these organisations with consumers is limited. Recommendations to improve communication and to integrate consumers in the sustainable tourism development cycle are presented.div_BaMpub2029pu

Adopting interoperability solutions for online tourism distribution

This document is the Accepted Manuscript version of the following article: Sofia Reino, Aurkene Alzua-Sorzabal, Rodolfo Baggio, "Adopting interoperability solutions for online tourism distribution: An evaluation framework", Journal of Hospitality and Tourism Technology, Vol. 7(1): 2-15, January 2016. The final, published version is available online at https://doi.org/10.1108/JHTT-08-2014-0034. Published by Emerald Group Publishing Limited.Purpose – The purpose of this study is to identify the factors that make the adoption of interoperability solutions for online tourism distribution (OTD) more likely by small operators and to develop an evaluation framework for this solutions. Research identifying these determinants is missing. The resulting evaluation framework is then applied to evaluate a number of extant technological solutions focused on interoperability solutions for OTD. Design/methodology/approach – In an attempt to address this gap of research, this paper undertakes a series of interviews and focus groups of the European tourism industry. Findings – Findings partly aligned with the suggestion made by previous research about technology adoption by micro, small and medium tourism enterprises (SMTEs), they also highlighted some issues which are specific to the adoption of interoperability solutions for OTD. These related to the scarcity of information and communication technology (ICT) applications specifically designed for mini and micro enterprises, the very limited capabilities available for using efficiently ICTs in business-to-business (B2B) operations and the difficulty in collaborating with other companies due to the number of different solutions used in the industry, especially when dealing with large aggregators (global distribution systems (GDSs) or large online travel agencies) and lack of standardization for data. Research limitations/implications – The study has important theoretical implications. It provides a better understanding of issues affecting the adoption of interoperability solutions for OTD by SMTEs, such as the scarcity of ICT applications specifically designed for mini and micro enterprises, the very limited capabilities available for using ICTs efficiently in B2B operations and lack of standardization. Practical implications – It facilitates making decisions about adopting interoperability solutions for online distribution solutions, both by suppliers and destination managers. Originality/value – Limited work has focused on understanding issues affecting the adoption of interoperability solutions for OTD solutions among SMTEs.Peer reviewedFinal Accepted Versio

The Use of YouTube as a Tourism Marketing Tool

YouTube started as a social media tool, but is now evolving into a marketing communications tool. The aim of this paper is to investigate the use of YouTube as a tourism-marketing tool from the viewpoint of tourism organizations and tourists. Developing its theoretical base from the perspective on how tourists recognize images, a review of 320 European tourism videos on YouTube concluded that many organizations failed to understand that media produced for traditional marketing outlets (TV, cinema) cannot be transferred directly to YouTube. The study also highlighted the growing power of the individual consumer in tourism marketing, as reflected in the dominance of tourism videos produced by real tourists rather than by official tourism organizations. The study concluded that while YouTube was useful as a promotional/ communications tool, more research is required to understand how the YouTube generation filter, select and use tourism information in their trip planning. Thediv_BaM42pub2315pu

Os estágios curriculares na Marinha como fonte de recrutamento

O objetivo deste trabalho de investigação é propor um plano de ação que vise constituir os estágios curriculares na Marinha como fonte de recrutamento para a instituição. Para o efeito, com base numa investigação qualitativa, foram caracterizados os estágios curriculares e o processo de recrutamento na Marinha, a partir da análise documental de relatórios de avaliação de estágios (2015/2019), de documentos estratégicos, de entrevista e de questionários, e assim identificados um conjunto de ações passíveis de serem integradas num plano de ação adaptado ao objetivo proposto. Para que os estágios curriculares possam ser constituídos como fonte de recrutamento para a Marinha há que acionar um conjunto de ações, com responsabilidades repartidas entre várias unidades, e que se enquadram maioritariamente na fase de planeamento do processo de recrutamento.The objective of this research work is to propose an action plan that aims at constituting the internship programs of the Navy as a resource for recruitment for the institution. In order to achieve the goal, based on a qualitative research strategy, the internship programs and the recruitment process were characterized; starting from documental analysis of internship programs assessment reports (2015/2019), strategic documents, interviews, and questionnaires, a number of actions that can be part of a plan adapted to the goal, were identified. The internship programs of the Navy can be a source of recruitment. However, in order to be so, there are a number of actions that have to take place; responsibility for those actions is shared among the different levels of the Navy. These actions have to occur mostly at the planning stage of the recruitment process.N/

Consumer-driven sustainable tourism: towards incospicuos consumption.

Introduction Life in the typical affluent modern market economy is associated with high spending power and extensive consumer choice. Social comparison, competition and rivalry at work, and stress all drive consumer choice (Layard, 2005). The resultant status race is invariably associated with conspicuous consumption (Veblen, 1899), i.e. consumption that is demonstrative and signals an individual's position in the social pecking order. Consumer satisfaction with goods, services and experiences is derived from one of several types of consumer value, which are either extrinsically or intrinsically motivated. Extrinsic value may be understood as a means to some end, whereas intrinsic value is enjoyed for its own sake (Holbrook, 1999). Another characteristic of extrinsic value is that it can be pursued deliberately, as is typical for conspicuous consumption. Recreational activities offer opportunities for people to rebalance their lives through less conspicuous consumption, associated with more intrinsic consumer value. However, as intrinsic consumption value is more transitory, less predictable and less self-conscious than extrinsic value, products designed to deliver it present a particular challenge, nowhere more so than in terms of branding and marketing. This is exacerbated where tourism is concerned, because consumption takes place away from the familiar home environment and because it is not routine. Thus the tourist is likely to be in adiv_BaMBansal, P. & Roth, K. (2000); Why companies go green: a model of ecological responsiveness. Academy of Management Journal 43(4), 717-736 Bhaskaran, S., Polonsky, M., Cary, J. & Fernandez, S. (2006). Environmentally sustainable food production and marketing: Opportunity or hype? British Food Journal 108(8), 677-690 Burkart, A.J. & Medlik, S. (1974). Tourism: Past, Present and Future. London: Heinemann Butler, R.W. (1999). Sustainable tourism: a state-of-the-art review. Tourism Geographies 1(1), 7-25 Eagles, P. (1992). The travel motivations of Canadian ecotourists. Journal of Travel Research 31(2), 3-13 Fennel, D. (2006). Tourism Ethics. Frankfurt: Channel View Publications. Font, X. (ed.) Tourism Ecolabelling: Certification and Promotion of Sustainable Management (pp 41-55). Oxon: CABI Publishing Hall, C.M. & Page, S.J. (2006). The Geography of Tourism and Recreation: Environment, Place and Space. London: Routledge Halpern, D. (2005). Social Capital. Cambridge: Polity Harris, S.M. (2007). Does sustainability sell? Market responses to sustainability certification. Management of Environmental Quality: An International Journal 18(1), 50-60 Holbrook, M.B. (1999). Introduction to consumer value. In: Holbrook, MB (ed.). Consumer Value. A framework for analysis and research (pp. 1-28.). London: Routledge Hunter, C. (1995). On the need to re-conceptualise sustainable tourism development. Journal of Sustainable Tourism 3(1995), 155-165 Hunter, C. (1997). Sustainable tourism as an adaptive paradigm. Annals of Tourism Research 24(4), 850-67 Hvenegaard, G.T. & Dearder, P. (2002). Ecotourism versus tourism in a Thai National Park. Annals of Tourism Research, 24(3), 700-720 Jones, P., Comfort, D., Hillier, D. & Eastwood, I. (2005). Retailers and sustainable development in the UK. International Journal of Retail and Distribution Management, 33(3), 207-214 Kassaye, W.W. (2001). Green Dilema. Marketing Intelligence and Planning 19(6), 444-455 Layard, R. (2005). Happiness. Lessons from a New Science. London: Allen Lane. Schwartz, S.H and Bardi, A. (2001). Value hierarchies across cultures. Journal of Cross Cultural Psychology, 32, 268-290 Sharpley, R. (2001). The Consumer Behaviour Context of Ecolabelling. In Font, X. (ed.) Tourism Ecolabelling: Certification and Promotion of Sustainable Management (pp 41-55). Oxon: CABI Publishing Swarbrook, J. & Horne, S. (2007). Consumer Behaviour in Tourism (2nd ed.). Oxford: Elsevier Veblen, T. (1899). The Theory of the Leisure Class. New York: Random House Witherspoon, S. (1994). The greening of Britain: romance and rationality. In: Jowell, R., Curtis, J., Brook, L. & Arendt, D. (eds.). British Social Attitudes: the 11th Report - The End of Conservative Values (pp 107-139). Aldershot: Dartmouth. World Commission on Environment and Development (cited as WCED) (1987). Our Common Future. Oxford University Press. Oxford, England, UKunpub650unpu

ICT Adoption and Development: Issues in Rural Accommodation

Purpose - The work described in this paper is of direct relevance to those with an interest in the phenomena surrounding ICT (Information and Communication Technologies) adoption by the rural accommodation sector. The paper provides the results from a preliminary study, which examined differences in the level of inter-firm technology adoption between rural and urban accommodation establishments within a major tourism destination, Scotland. Design/methodology/approach - A survey was conducted, and the results set out here suggested that these differences are only presented with two types of technology, i.e. systems requiring networking infrastructure, and sector-specific applications. Findings - The discussion suggests that the Neoclassical theory of growth and theory of development from below are contradictory but they complementarily explain different levels of adoption between rural and urban setting. Research Limitations/Implications - Not only theoretical, but also industry implications and suggestions for further research are presented. Originality/Value - Previous studies examining these phenomena within other industries suggested that rural businesses tend to have weaker technology adoption than those located in urban settings. However, they fail to provide any conclusive theoretical explanation for these differences. Keywords: ICT adoption, digital divide, rural businesses, growth and innovation, accommodation sector, tourism. Paper type - Research paper.div_BaM2pub1765pub