Johan van Rekom

Scanning museum visitors: Urban Tourism Marketing

Abstract The role of museums in developing urban tourism is researched with special attention to the motivation constructs of visitors and the possible added value of a “museumpark”. Interviews with visitors were held in order to identify their motivation. The laddering technique was used to analyze the data. Both the interviews and the survey results can be used for the purpose of strategic positioning of the museum and cultural urban tourism. Marketing implications can be deduced from core motives. In addition, for urban authorities and tourism marketers, the motivation and behavior patterns of museum visitors offer interesting clues when developing an attractive urban tourism product.

ArticleScanning museum visitors: Urban tourism marketing

Abstract The role of museums in developing urban tourism is researched with special attention to the motivation constructs of visitors and the possible added value of a “museumpark”. Interviews with visitors were held in order to identify their motivation. The laddering technique was used to analyze the data. Both the interviews and the survey results can be used for the purpose of strategic positioning of the museum and cultural urban tourism. Marketing implications can be deduced from core motives. In addition, for urban authorities and tourism marketers, the motivation and behavior patterns of museum visitors offer interesting clues when developing an attractive urban tourism product.

Organizational Identity in Practice

Introduction to Organizational Identity in Practice Section 1: Introduction to Section: Identity, Strategy, and the Environment 1. Scanias Bonneted Trucks 2. Why do Managers Talk About Identity? 3. Organizational Identity and Formulating Strategy: The Breaking and Remaking of AT&T 4. Handelsbanken and Internet Banking Section 2: Introduction to Section - Identity Construction 5. The Swedish Industrial Development Fund (Industrifonden): State Trust, Bank or Venture Capitalist? 6. Organizational Culture and Identity at Bang & Olufsen 7. An Identity Based Internationalization Process: The BP and Statoil Alliance 8. Practice and Identity: Using a Brand Symbol to Construct Organizational Identity Section 3: Introduction to Section - Projecting Organizational Identities 9. Starbucks: Constructing a Multiplex Identity in the Specialty Coffee Industry 10. Projecting Organizational Identity Through Organizational Dress at Air France (1933-2005) 11. Organizational Artefacts and the Expression of Identity in Corporate Museums at Alfa Romeo, Kartell, and Piaggio 12. Crafting an Inter-National Identity: The Nordea Case. Conclusion: Analyzing Organizational Identities - Some Guidelines for Practice

Putting Greece on the Map: The Use of Cognitive Causal Mapping for Destination Management

Holiday destinations inevitably evoke vivid imagery and associations. Think, for example, of the beauty of the Geiranger fjord in Norway, the romantic lights of the Paris Eiffel tower or the Parthenon in Greece. Such landmarks are exemplifications of what the country offers. The Geiranger fjord exemplifies the natural beauty of Norway, the Eiffel tower represents romantic Paris, and the Parthenon represents the many remains of ancient Greece. These images communicate attributes and ideas that people relate to them (MacKay and Fesenmaier 1997), turning destinations into naturally grown brands with rich association networks. Many countries, as holiday destinations, evoke images of which commercial brands might be jealous. But nature sometimes needs a little help, and deliberate positioning of a destination country as a brand may have its pay-offs. Not every country enjoys the benefits of free publicity to the extent that Paris or Norway do. Moreover, even successful destinations may face the need for repositioning. Coastal regions in the Mediterranean, for example, feature the risk of commodification, as the rapid growth of sun-and-sea tourism has transitioned into a stage of maturity (Buhalis 2000; Sedmak and Mihalic 2008). Greece might provide a good example. In 2005, the Greek rate of tourism growth had slowed to 4 per cent, lagging behind competitors such as Turkey (Vasiliades 2008).