Melanie Randle

Self-Congruity Theory: To What Extent Does It Hold in Tourism?

This paper investigates (1) if, and to what extent, self-congruity theory is applicable in tourism, (2) to what extent travel and person characteristics explain the degree of self-congruity, and (3) how the operationalization of self-congruity affects the conclusions about whether self-congruity holds in tourism. Results derived from a large-scale study of Swiss travelers indicate that conclusions depend heavily on how self-congruity is measured. Using a relatively strict measure, more than half the trips under study can be classified as self-congruent. However, travel and sociodemographic characteristics are very limited in their ability to explain when self-congruity occurs.

Not just any volunteers: segmenting the market to attract the high contributors

Growing competition in the third sector has resulted in nonprofit organizations making more sophisticated use of marketing techniques to attract volunteers. Not only are organizations attempting to attract more volunteers but increasingly the focus is shifting to attracting the right type of volunteers, or those who will contribute the most hours. This study segments the volunteering market by number of hours contributed in the past 12 months, and identifies significant differences between the characteristics of high‐contribution and low‐contribution volunteers. High‐contribution volunteers are found to (a) exhibit distinctive sociodemographic characteristics; (b) have a greater number, and broader range, of motivations for volunteering; and (c) initially get involved in volunteering in different ways to low‐contribution volunteers. Findings are important because they provide practitioners with a description of those individuals most likely to contribute more hours, which can be used to increasingly attract these types of people and subsequently reduce the amount spent continually attracting new volunteers.

To segment or not to segment? An investigation of segmentation strategy success under varying market conditions

A computer simulation study is conducted to explore the interaction of alternative segmentation strategies and the competitiveness of the market environment, a goal that can neither be tackled by purely analytic approaches as there is neither sufficient and undistorted real market data available to deduct findings in an empirical manner. The fundamental idea of the simulation is to increase competition in the artificial marketplace and to study the influence of segmentation strategy and varying market conditions on organisational success. Success/failure is measured using two performance criteria: number of units sold and survival of organisations over 36 periods of time. Three central findings emerge: (1) the more competitive a market environment, the more successful the concentrated market segmentation strategy; (2) increased levels of marketing budgets do not favour organisations following a concentrated segmentation strategy; and (3) frequent rethinking and strategy modification impairs organisations that concentrate on target segments.

Corporate social responsibility programs of big food in Australia: a content analysis of industry documents

Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected ‘Big Food’ companies.

Gambling advocacy: lessons from tobacco, alcohol and junk food.

Objective: To explore the attitudes and opinions of public health experts in gambling and related unhealthy commodity industries towards the tactics used by the gambling industry to prevent reform and the advocacy responses to these tactics.

Shaping pathways to gambling consumption? An analysis of the promotion of gambling and non-gambling activities from gambling venues

Abstract Background: In Australia, venues which provide gambling activities also provide activities that are utilised by families and children. However, there has been limited theoretical or empirical discussion about whether engagement with non-gambling activities may play a role in shaping pathways to current or future engagement in gambling within these environments. We examined marketing tactics for non-gambling and gambling activities in Clubs. Using this data, we propose a conceptual model to test the role of non-gambling activities within gambling environments in shaping gambling attitudes and consumption intentions. Methods: This study used a mixed method interpretive content analysis to review the marketing activities on the websites of a sample of 65 registered Clubs in New South Wales, Australia. We identified the extent and nature of techniques used to market gambling and non-gambling activities, particularly non-gambling activities directed towards families and children. Results: Clubs use various marketing tactics to appeal to families and encourage parents to bring their children into venues. We hypothesise that marketing aimed at bringing children and families into gambling environments may play a role in shaping children’s and adults perceptions of these environments and may be influential in the development of a pathway that increases the likelihood that children will continue to visit these environments as adults, and subsequently the extent to which they engage in gambling later in life. Conclusions: Future research should explore how the presence of family-friendly activities in Clubs and other venues with gambling activities may play a role in shaping future gambling attitudes and behaviours.

Through the Eyes of Ex-Foster Children: Placement Success and the Characteristics of Good Foster Carers

Most research focusing on foster placement success or the characteristics of good foster carers is based on the opinions of people currently involved in the foster care system, such as foster carers, social workers or children in care. The few studies which include former foster children usually collect factual (usually quantitative) data to evaluate their pathways or achievements since leaving care, such as educational attainment or employment. This study differs because it examines the perceptions and opinions of adults who were in foster care as children, in relation to the important issues of what constitutes successful foster placement and the characteristics of the foster carers who are most likely to be able to make possible such a placement. For the most part, a successful placement is described by participants in terms of how they feel when they are there — happy, wanted, loved, listened to and safe. As well as the more commonly known characteristics of good foster carers, ex-foster children nominate important attributes as fun-loving, good-listeners and honest. This new perspective adds an important dimension to what we know about foster placement success and should be taken into consideration when making decisions about the delivery of foster care programmes.

Attracting volunteers in highly multicultural societies: a marketing challenge

Volunteer managers face a typical marketing problem: how to identify the right consumers (in this case, volunteers), attract them, and keep them loyal. In multicultural societies this challenge is amplified because of the different groups originating from countries that can vary significantly in terms of the extent of volunteering and reasons for being involved. The consequence of this heterogeneity is limited success of generic marketing campaigns. Using the theory of planned behavior, we investigate differences between Australian residents from different cultural backgrounds in their volunteering behavior. Groups differed in attitude, social norm, and perceived behavioral control, suggesting the need for customized marketing strategies. Theoretically, results provide evidence that volunteers in multicultural societies cannot be viewed as one homogeneous mass. Practically, results offer insight into the factors influencing the behavior of each cultural group, and can inform customized campaigns to tap into the large base of volunteers from different backgrounds.

Self-congruity and volunteering : a multi-organisation comparison

Purpose – The purpose of this paper is to examine whether individuals who prefer different volunteering organisations have different self‐concepts, whether individuals perceive their preferred volunteering organisation as more similar to their self‐concept than other volunteering organisations, and whether self‐congruity theory correctly predicts consumer (volunteer) behaviour differences across organisations and organisational missions.Design/methodology/approach – Data were collected on peoples preferred volunteering organisation, their self‐concept and their perceived image from eight volunteering organisations using an online self‐completion survey. Chi‐square tests and paired‐sample t‐tests were then used to identify significant differences between groups.Findings – Individuals who prefer different volunteering organisations differ significantly in their self‐concept. For the three volunteering organisations with high levels of awareness and distinct images, self‐congruity theory held; that is, peop...

Public attitudes towards gambling product harm and harm reduction strategies: an online study of 16–88 year olds in Victoria, Australia

BackgroundGambling has quickly emerged as an important global public health issue. With new technologies used to develop high intensity gambling products and promotions aimed at driving consumption, public health organisations and researchers, community groups, and politicians have argued for a range of regulatory and education measures aimed at reducing gambling harm. However, there has been limited research seeking to understand community perceptions of the harms associated with gambling products and environments, and the level of community support for strategies designed to prevent and reduce gambling harm.MethodsAn online study of 500 adolescents and adults (aged 16 and over) was conducted with a representative sample (by age and gender) of individuals who were current residents in the state of Victoria, Australia. Participants were asked a range of questions about their own gambling behaviours, with the Problem Gambling Severity Index (PGSI) used as a measure of problem gambling. Participants were asked about their perceptions of harms associated with electronic gambling machines (EGMs), sports betting, horse betting, and casino gambling. They were also asked about the extent to which they agreed or disagreed with gambling harm reduction strategies related to marketing and promotions, restrictions on gambling products and venues, and public education campaigns. Quantitative data were analysed using descriptive statistics and paired t tests, with thematic analysis used to interpret qualitative responses to open-ended questionnaire items.ResultsMore than one third (n = 201, 40.2%) of participants were at risk of experiencing some level of harm from gambling (PGSI ≥ 1), with 83 participants (16.6%) recording scores that indicated problem gambling (PGSI ≥ 8). One in five participants gambled on EGMs at least monthly (n = 100, 20.0%). Those who gambled on sports did so frequently, with nearly 1 in 5 gambling on sport at least once a month (n = 87, 17.4%). Over half of the sample rated casino gambling and EGMs as very harmful, while one third rated these forms of gambling as extremely harmful. Over one third of the sample rated horse and sports betting as very harmful, with one in five rating these products as extremely harmful. There was strong agreement with the need to ban gambling advertising during children’s viewing hours, during sporting matches and at sporting venues. The majority of participants agreed with reducing and restricting EGMs, and providing more public education for both adults and children about the negative consequences from gambling.ConclusionsThe findings suggest a strong perception in the Victorian community that gambling products are harmful. While governments have been reluctant to implement a comprehensive approach to reducing gambling harm, this study reveals significant community support for a range of harm reduction and prevention measures associated with gambling products. Public health practitioners can use this evidence in advocating for a comprehensive public health approach to reducing the harms associated with gambling promotions and products.