Mark A. Bonn

Heritage/Cultural Attraction Atmospherics: Creating the Right Environment for the Heritage/Cultural Visitor:

The popular press is replete with articles discussing the various remodeling efforts afoot in many of the prominent heritage attractions worldwide. Undoubtedly, museum curators have acknowledged the tremendous role external surroundings can play in the overall experience of the heritage visitor. This study investigates the effect of some basic environmental elements on visitors to heritage sites, illustrating that the heritage attraction’s physical environment plays an important role in determining both visitors’ attitude toward the heritage attraction and future repatronage intentions, as well as their willingness to recommend the experience to friends and relatives. The study findings indicate that environmental cues can be used as a differential tool to perpetuate brand meaning and uniqueness in the minds of the consumer, thereby creating a competitive advantage for the heritage attraction.

Predicting a Behavioral Profile for Pleasure Travelers on the Basis of Internet Use Segmentation

In an attempt to create a behavioral profile of pleasure travelers segmented based on Internet use, 5,319 pleasure travelers were interviewed. Initially, the respondents were classified as an Internet user or Internet nonuser based on whether or not they would use the Internet to seek travel-related information. Using discriminant analysis, chi square, and analysis of variance statistical techniques, a profile of demographic and behavioral characteristics was created. The results of this study suggest that people who use the Internet to search for travel-related information are likely to be people who are (a) college-educated owners of computers, (b) less than 45 years of age, (c) stay more often in commercial lodging establishments, and (d) spend more money each day while traveling. Implications for marketing managers and future research are discussed.

International versus Domestic Visitors: An Examination of Destination Image Perceptions

Potential tourists use various destination attributes to aid in destination image formation. Destination environmental attributes related to the actual product or site have been shown to influence destination image. These environmental attributes can be grouped into two subcategories—destination atmospherics and destination service. This study identified significant differences in the ratings of these two categories when comparing three groups of visitors to Florida: Florida (in-state) residents, U.S. domestic (non-Florida), and international. Understanding destination images that past visitors hold about a particular destination may provide useful insights into understanding existing images about that destination and can aid in the development of positioning strategies to alter or maintain these images. This study offers a first step in examining the varying perceptions visitors can hold about a destination based on their country of origin.

Reducing turnover in the hospitality industry: an overview of recruitment, selection and retention.

The hospitality industry is faced with the challenge of a major personnel shortage. A decrease in the availability of teenagers in the workforce, combined with increased employment by the service sector as a whole, suggests that hospitality managers need to explore new markets and methods for attracting and retaining employees. This paper provides a review of the current literature related to recruitment, selection and retention programs, and offers a model which is useful in taking a strategic approach when determining what strategies may be appropriate for reducing turnover in organizations.

To Look or Book: An Examination of Consumers’ Apprehensiveness toward Internet Use

In a series of three studies, a two-factor measure of apprehension toward Internet use was developed and tested among three independent samples of consumers. The relationship between general Internet apprehensiveness (GIA) and transactional Internet apprehensiveness (TIA) was examined in concert with the relationship between consumers’ online information seeking, purchasing intentions, and behaviors. Results indicated that (1) a two-factor measure of GIA and TIA demonstrated construct validity across three independent samples of potential Internet users, (2) GIA is more strongly related to perceptions of Internet use for information seeking compared to online purchasing, and (3) TIA is more strongly related to perceptions of online purchasing activities and reported online purchasing behavior compared with perceptions of online information-seeking behavior. Implications for management practice and further research are presented.

An Empirical Stud of Heavy Users of Travel Agencies

Heavy users are important to marketers of many goods and services. The purpose of this study is to present a profile of the heavy user of travel agencies to demonstrate the usefulness of this approach in market segmentation and strategy development in the vaca tion travel industry. Data from 185 adult consumers show that frequent users of travel agents for vacation travel are more involved, more innovative, more knowledgeable, and more likely to be opinion leaders than less frequent users. In addition, the heavy-user segment takes more trips and gathers more information about vacation travel from television, newspapers, magazines, books, and travel shows. Implications for marketing strategy and suggestions for future research are derived from the findings.

Training Techniques and Tools: Evidence from the Foodservice Industry

The purpose of this study is to investigate current issues with regard to the usage of training techniques, tools, and technology in the foodservice industry. In addition to this, the study seeks to gain an understanding of strengths and weaknesses associated with current training techniques, tools, program implementations, and solutions to training problems. Also investigated were recommendations for improved training by those who are involved in or directly conduct training as a profession. Specifically, this study examines issues related to diversity in the workforce by surveying trainers, training directors, human resource directors, and vice presidents in the foodservice industry. The study’s results suggest that current training programs continue to be traditional in format and lack the diversity needed to improve the quality of communication and overall effectiveness.

A Constraint-Based Approach to Wine Tourism Market Segmentation:

This study investigated wine tourism constraints from a market segmentation perspective to understand the potential importance they may have on preference and behavioral intentions to visit wine regions. Using constraints scales customized to the wine tourism context, a factor-cluster segmentation approach generated five homogenous subgroups: Highly Constrained, Cost & Time Conscious, Family Togetherness, Unmotivated, and Minimally Constrained. Analysis of variance tests indicated that preference and intentions to visit wine regions were significantly different among the five clusters. In particular, two cluster groups representing Minimally Constrained and Family Togetherness were found to offer the most utility for further wine tourism market segmentation research. Implications for all cluster groups regarding unique sociodemographic characteristics and behavioral intentions were discussed. This study provides future academic research opportunities pertaining to the application of wine tourism constraints scales. Destination marketing organizations can apply these findings toward the development of effective target market strategies.

Seasonal Variation of Coastal Resort Visitors: Hilton Head Island

This study identified numerous significant differences in visitors to Hilton Head Island according to season. The most useful are length of stay according to accommodation type, attributes important in the decision to visit, and trip origin. The study suggests that approaching segmentation by seasonality is a useful practice.

Do Environmental Sustainable Practices of Organic Wine Suppliers Affect Consumers’ Behavioral Intentions? The Moderating Role of Trust

Growing consumer interest in sustainable products and an increased emphasis on supply chain relationships within the organic wine industry necessitate a more in-depth understanding of the effects of consumer perceptions about the sustainable practices of organic wine producers and retailers (suppliers). This study focuses on consumer perceptions about sustainable practices used by organic wine suppliers along with consumer attitudes pertaining to organic wine attributes. Results suggest that consumer perceptions of sustainable practices by wine producers affect the outcomes of consumers’ decision making relative to organic wine. In addition, this study found that consumer attitudes about organic wine attributes related to the environment, health, and price had significant effects upon behavioral intentions. The moderating effects of trust on these perceptions are also considered. Findings indicate consumers that trust wine retailers are more likely to engage in positive outcomes. Numerous implications regarding organic wine supply chain management and future research are identified.