Statia Elliot

An Integrative Model of Place Image: Exploring Relationships between Destination, Product, and Country Images

To advance place image theory, this study combines elements from two areas that have explored place image more than any others: tourism destination image (TDI) and product-country image (PCI). Key constructs from each are measured simultaneously in an Integrative Model of Place Image. The model test uses consumer survey data from South Korea to compare image measures of the United States and Japan using structural equation modeling. The results reveal that cognitive country image has greater influence on product factors than on destination factors, while affective country image has greater influence directly on receptivity than indirectly on beliefs. In addition, consumer beliefs exhibit a strong crossover effect between product beliefs and destination receptivity. Newly tested relationships point to a number of directions for future research in place image and branding, and provide empirical evidence of the need for place marketers to move toward greater integration between product- and tourism-oriented place image campaigns.

Conceptualizing Destination Brand Equity Dimensions from a Consumer-Based Brand Equity Perspective

ABSTRACT This study develops a conceptual framework for destination brand equity that goes beyond image by adapting and expanding a multidimensional consumer-based brand equity scale for application within a tourism context. The empirical results, based on a consumer survey in Malaysia (n = 326) measuring the brand dimensions of Korea, identify the relational linkages between four principle brand equity dimensions (brand awareness, brand image, brand associations, and brand loyalty), and overall customer-based brand equity. The importance of brand image, associations, and awareness is confirmed, and the mediating role of brand loyalty in building destination brand equity is highlighted.

Wine label design and personality preferences of millennials

Purpose – To better understand the unique preferences of the newest segment of wine consumers, the purpose of this paper is to explore the design and brand personality of wine labels, and their appeal to the millennial market.Design/methodology/approach – The study methodology comprised two components: an experimental design of wine label creations by millennial students of a university beverage management course; and a survey of over 400 millennial consumers to assess wine label design and brand personality preferences.Findings – Wine labels created by millennials tend to be very non‐traditional in terms of the image selected, name of wine, color choice and overall label design. New wine consumers in the 19 to 22 year‐old category are much more likely to select wine based on package features, such as name and image, than based on product features, such as producer and country‐of‐origin. Spirited, up‐to‐date brand personalities appeal to this generation.Originality/value – The millennial market is a large...

Studying place image: an interdisciplinary and holistic approach

This study uses an interdisciplinary view informed by two related streams of research that have evolved independently of each other, “Tourism Destination Image” and “Product Country Image”, to research the place image construct. A theoretical model is applied to simultaneously measure image dimensions from both streams in order to better understand relationships between them. Australia, a country that has a strong “general country” and “tourism destination” image but a weaker “product” image, is used as the study target. We use comparative cross-national data from culturally similar (Canada) and dissimilar (South Korea) countries and a mixed method analysis culminating in a LISREL-tested, two-country, three-dimensional structural equation model.

A Case Study and Analysis of E-Tourism Curriculum Development

With the rapid expansion of information technology throughout almost all aspects of tourism and hospitality industries, the task of integrating technology into educational curriculum has challenged many institutions. This article presents a practical process of developing and integrating e-tourism modules in an existing educational program through a case study at the University of Guelph. The academic literature relevant to e-tourism is reviewed and synthesized, and industry experts are consulted to identify key competencies required for students to manage in the e-tourism environment. The process of new curriculum development, with industry partnership, is presented as a proposed best practice for the consideration of interested institutions.

An application of stakeholder theory to advance community participation in tourism planning: the case for engaging immigrants as fringe stakeholders

Community participation has long been viewed as an important tenet of tourism planning, and there is general consensus among researchers that engaging all stakeholder groups contributes to tourism sustainability. However, there are gaps in the literature, and challenges in practice, that call for further research. Among these are the dynamics of heterogeneous community groups and that not all community subgroups have equal opportunity to participate in tourism planning. This paper attempts to advance community participation by drawing on progressive approaches to stakeholder theory in the management field and by exploring, for the first time, the engagement of immigrants in tourism planning as fringe stakeholders, representative of present and future community dynamics. Bringing first generation immigrants as an important but less studied segment within the broader host community into focus moves tourism planning toward a more inclusive approach to community engagement, reflecting increased diversity and change in host communities.

Behavioral differences in gaming patterns among Chinese subcultures as perceived by Macao casino staff.

Given the growth of Macao’s casino industry and its popularity with Chinese visitors from various locations, an understanding of subcultural differences is critical. This study reports on the observations of a convenience sample of 302 long-time Macao casino staff members regarding casino customers from Mainland China, Hong Kong, and Taiwan. While these customers have much in common, the employees reported differences in the three subcultures’ gambling behavior, in the areas of untidy or disruptive behavior, generous (tipping) behavior, complaining and active behavior, passive behavior, game-focused behavior, and chip-exchange behavior. By understanding and addressing these differences, many of which are relatively subtle, the managers of Macao’s casinos can improve the quality of service offered to these guests.

An interregional extension of destination brand equity: From Hong Kong to Europe

Since the 1990s, the Asia-Pacific region’s world market share of international travelers has increased, as America’s and Europe’s shares have fallen. China (People’s Republic of China) has become the world’s biggest tourism source market with an overseas spend of US

Fringe stakeholder engagement in protected area tourism planning: inviting immigrants to the sustainability conversation

292 billion in 2015, fueling opportunities for the region and beyond. Now, Asia Pacific outbound travel is extending past short-haul interregional travel to long-haul destinations, specifically Europe. To realize this potential, European destinations need a better understanding of the Chinese traveler; their perceptions of destinations, awareness, and loyalty. This study measures the brand equity of Switzerland and Austria as perceived by Hong Kong Chinese tourists. Structural equation modeling results indicate that destination brand image and associations significantly impact brand loyalty, whereas destination awareness does not, contrary to past interregional research findings. Understanding the influence of brand components on overall brand equity supports the efficacy of the brand equity model for interregional destinations.

Digging deep into the experience – flow and immersion patterns in a mountain holiday

ABSTRACT Effective and inclusive community participation is an essential and challenging component of sustainable tourism planning and development, especially as communities become increasingly diverse. The establishment of national parks and other protected areas closer to urban areas provides a unique opportunity for investigating community engagement in diverse contexts, as park agencies are mandated to connect with a broader range of community stakeholders. Historically, the engagement of immigrants and minorities with parks and protected areas has focused primarily on visitation, while their role as members of host communities has for the most part been overlooked. This qualitative study, conducted during the development of Canadas first National Urban Park, addresses this need by providing a deeper understanding of immigrants’ engagement in planning. In-depth, semi-structured interviews are conducted with planners, politicians, community organizations, and first-generation immigrants who are now community leaders. The study draws upon, and expands on, earlier work by McCool and by Bramwell. It recommends five underlying principles for more inclusive public conversations: adopting an ongoing, long-term, and communicative approach; being open to new perspectives and willing to revisit assumptions; designing parallel strategies and customized tactics; collaborating with community leaders; and engaging in short-term and long-term learning.