Youcheng Wang

Modeling Participation in an Online Travel Community

This study contributes to the understanding of online travel communities by extending and empirically testing a conceptual framework of online travel community member needs. Specifically, the relationships between member needs and their level of participation in an online travel community are examined; in addition, the effects of duration of membership on the level of participation and the role of demographic differences in terms of member needs and participation are explored. The results show that social and hedonic needs have positive effects on level of participation while functional need has a negative effect. Membership status had an influence on level of participation and demographic characteristics were found to play important roles in terms of member needs and participation in online communities. Implications of these findings are discussed as they provide important guidelines for the development of online travel communities.

Toward a Theoretical Framework of Collaborative Destination Marketing

Marketing a destination has been a challenging task for many communities that rely on tourism for economic development. Collaborative marketing efforts of the tourism organizations representing the destination provide solutions to this challenge. This article develops an integrative theoretical framework in an attempt to explore the nature and dynamism of collaborative marketing efforts at the destination level. Specifically, a model of collaborative marketing is proposed that integrates the preconditions, motivations, processes, and outcomes of destination marketing alliances and networks based upon theories of interorganizational relations. Implications are provided and discussed from both practical and theoretical perspectives.

Identifying the Success Factors of Web-Based Marketing Strategy: An Investigation of Convention and Visitors Bureaus in the United States

American convention and visitors bureaus are trying to adjust their marketing strategy to incorporate the Internet but have achieved mixed results. This study examines the factors affecting the success of Web-based marketing strategies by American convention and visitors bureaus. The results of this study indicate that successful Web marketing strategies require the integration and coordination of three complementary aspects of the Internet marketing efforts as well as favorable organization and technology environment and innovative approaches. Discussion and implications are provided based on the results of the study.

Examining the tourism distribution channel: evolution and transformation

Purpose – The purpose of this paper is to examine the evolution and transformation of tourism distribution channels, focusing on the role the internet has played in such a process. It attempts to graphically illustrate, in a temporal manner, the evolving complexity of the tourism distribution systems.Design/methodology/approach – This paper provides insights into the change of the structure of tourism distribution that has not been extensively explored. Indeed, the complexity of the tourism distribution structure has been diagrammatically depicted multiple times by previous researchers and each depiction has contributed to a fuller understanding of the body of knowledge by focusing on different aspects of that structure. This paper builds upon those valuable knowledge contributions by focusing on the evolution of the structure over time, systematically and diagrammatically revealing the progressively larger number of intermediation layers, in spite of concurrent disintermediation and reintermediation acti...

Impacts of a historical film on the destination image of South America

This study examines the destination image of South America among young North American students through the lens of a historic movie with controversial content. The results of the study reveal that South America is perceived as an affordable ecotourism destination, with emphasis on the nature, cultural and heritage attributes of the region. It is also perceived as less developed, secured and westernized than their home environment. It is found that watching the movie has not dramatically changed the destination image of South America, but rather strengthened previous perceptions. Nevertheless, an increasing desire to visit South America is evidenced among the participants. The findings of the study call for more critical and cautious analysis of the phenomenon of film tourism. In addition, it also suggests that with certain conditions even films with controversial plot may contribute to tourism industry of a destination.

REGIONAL DESTINATION MARKETING: A COLLABORATIVE APPROACH

This article explores how small neighboring destinations with limited tourism products and resources can collaborate in marketing their destinations. Based on a critical literature review, a conceptual framework was developed and empirical data was collected via document analysis, a focus group interview as well as in‐depth semi‐structured interviews with senior executives of three convention and visitors bureaus (CVBs) in Ohio. The research findings suggest that forming partnerships among neighboring destinations is beneficial for all participating CVBs in terms of enhancing product portfolio, cost reduction, and efficiency. However, there can be major challenges in developing and sustaining such long‐term partnerships which include differing priorities, different marketing directions, and limited resources. The research findings further suggest that achieving results from such a partnership may take a considerable amount of effort and time. The research findings imply that executives of CVBs need to be informed and educated not only about advantages of forming such partnerships and how they can form such partnerships but also how they can overcome potential challenges together in this endeavor. The research results also suggest that informal working relationships and trust among executives of neighboring CVBs are crucial in forming and maintaining such a partnership. Discussions and implications based on the study results are also provided.

Applying Expenditure-based Segmentation on Special-Interest Tourists: The Case of Golf Travelers

Given the growing competition among golf travel destinations and the increasing costs of managing and maintaining related facilities, it is important to investigate and understand the expenditure patterns of golf travelers. The results of this research provide useful information for golf destination marketers in the development of strategies to attract and retain golf travelers. This study uses an expenditure-based segmentation of golf travelers visiting a Southern Gulf region in the United States. The findings indicate that the heavy spenders exhibit clear spending patterns and are responsible for most of the sample’s total expenditures. The heavy spenders also are well differentiated along golfographic and tripographic measures, but not along sociodemographics and information sources used prior to the vacation. The article ends with an assessment of the contributions of the findings both to the literature on travel expenditure and to golf destination marketers.

Key issues for ICT applications: impacts and implications for hospitality operations

Purpose – The purpose of this paper is to understand several key issues regarding technology strategies for the lodging industry, including the use and impact of technology, technology adoption and implementation, the role of organization technology environment in technology use, channel management strategies, as well as future trends of technology development.Design/methodology/approach – Qualitative interviews are conducted with hotel practitioners to gain knowledge in order to help explore issues and generate hypotheses for future research regarding information and communications technology (ICT) applications in the lodging industry.Findings – The research finds that technology will continue to impact guest service and customer relationship management in the lodging industry, and that companies vary in their implementation and use of the technology applications.Research limitations/implications – Using qualitative research limited the number of hotels that could be interviewed; as a result, the finding...

Futuring Internet Marketing Activities Using Change Propensity Analysis

The purpose of this study was to examine the current use and predict future Web-based marketing activities of U.S. convention and visitor bureaus. A survey was sent to 600 randomly selected American convention and visitor bureaus with a focus on assessing the applications included in the bureaus’ Web sites, their Web site promotion techniques, and customer relationship management programs in relation to these Web sites. The results indicate that most bureaus’ Internet marketing activities are relatively limited, focusing on providing travel information to prospective visitors. Future trends of Internet marketing activities were then evaluated using change propensity analysis (CPA) and suggest a number of emerging activities that will be adopted during the next few years. The implications of the findings are then discussed.

Mediating Perceived Travel Constraints: The Role of Destination Image

ABSTRACT This study assessed the mediating effects of destination image on the relationship between travel constraints and intention to visit. Structural equation modeling identified that destination image mediates between travel constraints and intention to visit, and thereby the negative impact of perceived constraints on intention to visit could be alleviated through the mediating effect of destination image. Thus, travelers can find the means to alleviate travel constraints through a negotiation mechanism. The findings provide practical implications for effective destination marketing programs in that the negative impact from travel constraints can, to a great extent, be mitigated.