Stephen Pratt

Measuring the Effectiveness of Destination Marketing Campaigns: Comparative Analysis of Conversion Studies

This article presents findings of a comparative study of destination marketing evaluation research in the United Kingdom to identify success factors, highlight best practices, and draw attention to determinants of poor performance in destination marketing campaign activities. Increasing levels of competition between tourism destinations has led to increased pressure on destination marketing organizations (DMOs) to maximize the effectiveness of their marketing spend. Therefore, the evaluation of tourism marketing campaigns reveals not only if the campaign has been successful in terms of attracting visitors but also if the expectations in terms of expenditure impact and return on investment are achieved. This study investigates the success of 18 campaigns directed to potential domestic visitors, using the conversion study technique to evaluate expenditure impact and return on investment. This article contributes to marketing practice through increased understanding of the key components that lead to a high return on investment and higher impact.

The economic impact of Hawaii's cruise industry

The cruise industry worldwide has increased rapidly since the beginning of the millennium. Hawaii is no exception to this. Since the 1970s, cruise ships periodically visited the Hawaiian Islands, yet overnight cruising among the islands was rare. From 2001 to 2004, cruise ships sailing to and around Hawaii were solely foreign-flagged ships, including those home based in Hawaii. This meant much of the tourism revenue and taxes did not accrue to the local economy. Since July 2004, in addition to the foreign-flagged ships, a U.S.-flagged ship has been home-ported in the islands, paying Hawaii taxes and hiring U.S. crews with two more U.S.-flagged ships being added to the fleet in 2005 and 2006. This article uses a computable general equilibrium (CGE) model to estimate the economywide economic impact of the cruise industry on the state of Hawaii. Using the 2002 intercounty input-output table as a benchmark, the multiregion CGE model takes the direct expenditure estimates of cruise passengers, expenditure by cruise crews, and the direct expenditures by the cruise lines, as computed by the State of Hawaii and uses these direct impacts as simulations in the CGE model. Gross value added and welfare are calculated for each county and the state as a whole. Some regions benefit more than others.

The Economic, Carbon Emission, and Water Impacts of Chinese Visitors to Taiwan Eco-efficiency and Impact Evaluation

China outbound tourism contributes substantial foreign receipts but also creates carbon and water footprints at destinations. This study is set out to analyze whether this tourist segment is a preferred market from the economic and environmental perspectives. Using Taiwan as an example, the direct carbon emission per dollar and total carbon footprint per Chinese inbound visitor is about 20% more efficient than other markets because of a high consumption pattern, longer length of stay, and closer distance between the two regions. However, one unsatisfactory area is the total water footprint because of their high spending on food-related souvenirs that generates substantial water requirements from the agriculture sector. When forecasting the estimated growth of Chinese visitors in Taiwan to 2016, an additional 0.8% increase in economic output is expected at the expense of a 2.7% increase in CO2 emissions and a 3.0% increase in water use.

Minimising food miles: issues and outcomes in an ecotourism venture in Fiji

The tourism sectors demand for food, and the distance some food travels, has significant impacts on greenhouse gas emissions and implications for climate change, especially in long haul small island state destinations. This paper describes the development of the concept of food miles, and the many measurement issues involved. It analyses a small island ecotourism project in Fiji where the source, and transport mode, of all food consumed over 35 months was recorded in detail, during which time conscious efforts were made to minimise imported foods and increase island-grown food. In 2008, the share of imported “non-Fiji” food was 18%, by 2010 it was reduced to 5%. On-site production had risen from zero to 15%. Off-island, but Fijian, food accounted for the balance. Food miles were reduced by over 50%; carbon emissions from food transport fell by over 20%. Some problems were encountered by the largely young (average age 27 years), largely UK/US visitors who were unused to “low carbon” diets with reduced meat levels. Ideas are put forward to overcome that challenge, including new/fashionable cooking techniques, and interpreting local food and farming to visitors. Management issues involved in larger scale ventures are outlined.

Factors influencing customer engagement with branded content in the social network sites of integrated resorts

ABSTRACT The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.

Tribal Tourism in Fiji: An Application and Extension of Smith's 4Hs of Indigenous Tourism

Indigenous tourism has seen significant growth in recent years. This type of cultural tourism is often seen as a way to promote and reinforce native culture and provide pro-poor benefits to the local community. This research extends the predominantly supply-side view of indigenous tourism put forward by Smith [1996. Indigenous tourism: The four Hs. In R. Butler & T. Hinch (Eds.), Tourism and indigenous peoples (pp. 283–307). Toronto: International Thomson Business Press] who used the four Hs of Habitat, Heritage, History and Handicrafts as a framework to examine indigenous tourism. The paper argues that from the demand-side, tourists attracted to and interested in indigenous tourism are likely to be adventurous, want authenticity, seek education and desire personal interaction. These four attributes of the tourist complement the four “H”s of indigenous tourism. By combining both the demand and supply perspective, this research contributes to a more holistic view of indigenous tourism and provides an extended framework in which to analyse indigenous tourism.

A general equilibrium analysis of the economic impact of a devaluation on tourism : the case of Fiji

Policymakers often see a currency devaluation as a means of increasing a countrys exports, providing a boost to economic activity. In an economy where tourism exports are significant, a devaluation will make tourism more competitive, providing a stimulus to the economy through tourism exports. Imports will be more expensive, which is often seen as an inflationary side-effect of the export stimulus. Results from a computable general equilibrium model of Fiji indicate that, while devaluation will increase tourism consumption, the overall effect on the economy will be contractionary, as household consumption, investment and domestic production will all decrease. Policymakers and central banks need to consider the full economy-wide impacts of a currency devaluation when determining the overall benefit to the economy.

Destination Image of Taiwan From the Perspective of Hong Kong Residents: Revisiting Structural Relationships Between Destination Image Attributes and Behavioral Intention

ABSTRACT Destination image plays an important role in how tourists make their travel and purchase decisions. This study examines the perceived image of Taiwan as a travel destination from the perspective of Hong Kong residents. The Hong Kong outbound tourism market is important for Taiwan. Using a self-completed questionnaire, this research examines the destination image of Taiwan among 213 Hong Kong residents. The results indicate that affective image is a stronger predictor of travel intention than cognitive image. Affective image also plays a mediating role in the relationship between cognitive image and behavioral intention. Hence, affective image is an important intangible quality for today’s destinations.

The economic impact of the lifting of sanctions on tourism in Iran: a computable general equilibrium analysis

The imposition of sanctions on Iran, after the Islamic Revolution in 1979, resulted in economic hardship. Many problems were experienced, such as increased unemployment and high inflation, currency fluctuations and economic instability. One area that was hard hit was the tourism sector. With the lifting of United Nations sanctions on 16 January 2016, there is an opportunity for an increase in international tourists to experience the natural attractions and cultural heritage that Iran has to offer. This research employs a single-country multi-sector computable general equilibrium model to estimate the economic impact of the lifting of sanctions to tourism and the wider economy in Iran. The findings reveal that tourism provides a boost to the economy; however, there are redistributive effects that draw resources away from other export sectors. However, just as in the past where there has been a heavy reliance on oil and natural gas, expanding tourism too quickly will also cause problems. Moderate tourism growth would be the appropriate sustainable path to take.

The Borat effect : film-induced tourism gone wrong

This research estimates the economic impact of an increase in tourism to Kazakhstan as a result of the film Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan, released in 2006. The film, controversial for its shock value, portrayed Kazakhstan in a negative light, yet raised awareness of the country as a tourist destination. Despite the negative depiction of Kazakhstan, international tourist expenditure increased by 6.4%. However, the increase in tourism was estimated to have an overall adverse effect on the economy. This adverse effect on the rest of the economy overshadowed the positive benefits of tourism.