Seyhmus Baloglu

Tourism destination images of Turkey, Egypt, Greece, and Italy as perceived by US-based tour operators and travel agents

Abstract This study emphasized the importance of travel intermediaries’ images for international travel destinations, and examined structured (scale items) and unstructured (open-ended) images of selected Mediterranean destinations (Turkey, Egypt, Greece and Italy) as perceived by US-based travel intermediaries. The results found significant differences in images of tour operators/travel agents promoting these destinations and those not promoting. The findings indicated that tour operators and travel agents promoting these destinations have differentiated images of the four destinations. The structured and unstructured images helped identify common and unique characteristics as well as strengths and weaknesses of the four tourist destination countries. The results provided important implications and directions for the governments and tourism authorities of Turkey, Egypt, Greece and Italy for developing a marketing strategy targeting distribution channel members.

U.S. International Pleasure Travelers’ Images of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors

This study compares U.S. international pleasure travelers’ images of four Mediterranean destinations—Turkey, Egypt, Greece, and Italy—for both visitors and nonvisitors. The image construct was conceptualized as having three components: cognitive, affective, and overall image. MANOVA analysis indicated that significant differences exist in all image components between the four destination countries. The findings revealed strengths and weaknesses of the four competing destinations and implications for positioning in the U.S. international pleasure market as well as product development and promotion strategy for the destinations.

Image variations of Turkey by familiarity index: informational and experiential dimensions.

Abstract Familiarity in this study is operationalized and measured as a composite of amount of information used (informational familiarity) and previous destination experience (experiential familiarity). A familiarity index was developed based on these two dimensions. The perceptual/cognitive, affective and overall image of Turkey showed variations due to US travelers’ familiarity level with the destination, the higher the familiarity, the more positive the image. The potential advantages and uses of the familiarity index were discussed. The marketing implications to deal with informational and experiential dimensions were presented to increase familiarity and/or improve destination image. The results particularly suggested that Turkey should utilize sales promotion techniques and conduct public relations/publicity activities rather than relying mostly on mass media advertising.

Nonhost Community Resident Reactions to the 2002 Winter Olympics: The Spillover Impacts

In the context of social exchange theory, this study examines nonhost community residents’ perceptions of the spillover effects of the 2002 Winter Olympic Games, the antecedents of these perceived impacts, and consequent support for the Olympics. Results show that although some residents perceive that the Olympics will bring opportunities, most do not anticipate any local impact from the event. Findings indicate that environmentally conscious residents do not support the Olympics. Those who are economically dependent on tourism and those who participate in outdoor activities generally support the Olympics. On the other hand, community attachment of residents did not influence perceived Olympic opportunities or support for the Olympics. Most residents overall indicated that they do not support or oppose the event but do encourage promotion of the area during the Olympics and would be willing to support their rural community activities during the mega event. Implications and future research issues are discussed.

Hotel Guests’ Preferences for Green Guest Room Attributes*

A study of 571 business and leisure travelers examined the environmentally friendly attributes that guests seek in hotel rooms. Using conjoint analysis of bundles of seven hotel room attributes, the study found that the most influential single attribute on hotel room preference for this sample was green hotel certification (such as LEED). These respondents were also supportive of rooms with a refillable shampoo dispenser, energy-efficient light bulbs, and towel and linen reuse policies. Guests also appreciated the idea of a key card that would control all energy use in the room. Relatively few respondents agreed that they would pay more to stay in a “green” room. The study included only respondents who indicated a willingness to stay in green rooms and as such cannot be generalized. However, the study found few differences between the preferences of the 284 business travelers and the 287 leisure travelers. Three findings differed from other research outcomes in the weight ascribed to green certification, the preference for a shampoo dispenser, and lobby-based recycling. The idea of an energy-controlling key card is also uncommon, but would represent a considerable retrofitting expense for most hotels. While these findings are of interest, one limitation is that only seven attributes were studied, and the inclusion of additional attributes—or more levels of the seven attributes—might alter the results. Nevertheless, these findings give hoteliers information about preferences of a substantial number of guests who would consider staying in a “green” hotel room.

A Content Analysis of Subject Areas and Research Methods Used in Five Hospitality Management Journals

An examination of past research efforts provides an understanding of research direction and boundaries of a field or discipline. This study reports the findings of content analysis performed on 1,073 main articles published in five primary hospitality management journals for a 7-year period (1990-1996) based on both subject areas focused and research methods used. The findings revealed some shifts in subject areas and statistical techniques used over the years as well as the orientation of selected hospitality journals. Most articles focused on human resource area and lodging and food service industry segment combined. Survey method was the most frequently employed research design, including nonprobability sampling techniques, whereas field studies and experiments were the least used ones. Studies using multivariate or inferential statistics showed incremental increase over the period studied, although majority of studies used descriptive and univariate statistics.

Effects of Gender and Expertise on Consumers' Motivation to Read Online Hotel Reviews

Electronic word of mouth (eWOM) communication, such as the online hotel review, is receiving increasing attention from marketing managers in the hotel industry, primarily because consumers are making considerable use of online forums and often do not book without seeking online advice on restaurants, tourist destinations, or hotels. This study of a convenience sample of 781 travelers in Las Vegas found three chief motivating factors for consumers to seek eWOM, namely, convenience and quality, risk reduction, and social reassurance. The analysis found distinct differences between the sexes regarding their motivating factors, and levels of expertise also influenced consumers’ motivations to read online reviews. Women, for instance, are more likely to read reviews for the purpose of convenience and quality and for risk reduction. Men’s use of the online reviews depended on their level of expertise.

The Role of Emotional Commitment in Relationship Marketing: An Empirical Investigation of a Loyalty Model for Casinos

This study examines the antecedents and consequences of commitment to hotel casinos targeting local customers. To accomplish this goal, a model of loyalty was developed and tested to understand the behavioral outcomes (benefits) of building relationships with lo- cal customers and what elements contribute to these behavioral outcomes. The results of path analysis showed that emotional attachment is a key mediating variable between attitudinal antecedents (trust and switching costs) and behavioral variables (proportion of visit, word of mouth, cooperation, time spent in casinos, and other product usage). The most influential variables on behavioral outcomes of loyalty were found to be trust and emotional attachment. The study contributes to services and casino marketing by validating empirical linkages in gaming context and providing empirical support for conceptualized differential effects of trust and switching cost on emotional attachment and behavioral outcomes of loyalty in services marketing literature. Theoretical and practical implications and future research issues are discussed.

The Relationship Between Destination Performance, Overall Satisfaction, and Behavioral Intention for Distinct Segments

SUMMARY Destination performance, visitor satisfaction, and favorable future behavior of visitors are key determinants of destination competitiveness. Most empirical work, assuming that overall tourist population is homogenous, investigates the relationships among product performance, satisfaction, and/or behavioral intentions in an aggregated manner. This study investigates these linkages for different segments of Canadian visitors of Las Vegas. The findings confirmed the mediating role of overall satisfaction for both segments and aggregated sample, and revealed variations in linkages and explanatory power of the models. The study concludes that the segment-based approach is more pragmatic because it provides segment-specific implications for destination management and marketing.

Prediction of Senior Travelers’ Motorcoach Use from Demographic, Psychological, and Psychographic Characteristics

Senior travelers (those 55 or older) are a substantial and accessible market for motorcoach operators because they represent a major portion of the motorcoach market. This study examined Pennsylvania senior travelers’ motorcoach use and their important considerations in selecting a motorcoach tour. It was found that senior travelers’ taking motorcoach tours could be predicted from their demographic, psychological, and psychographic characteristics. The study provides practical implications that could be helpful for tourist destinations and motorcoach companies to target senior travelers and to build a sound marketing planning strategy.