Residents’ perception and attitudes towards tourism impacts

1.   “Residents’ perception and attitudes towards tourism impacts”

Introduction

Tourism as any other industry can have positive and negative impact on tourists and local population. The main goal of this case study to find out how tourism impacts are perceived by the resident  population, which factors affect the relationship between impacts, and how perceptions are formed on the example of mountain resort of Folgaria in Northern Italy.

Tourism in mountain areas has to generate the local economy when the local people are leaving the mountain regions to urban places. Nevertheless, the development of tourism should be carefully promoted because it can put intense pressure on the environment. The increase in importance of winter tourism, has also led to a series of both positive and negative effects for many Alpine destinations. The negative consequences of mountain tourism are landscape deterioration and erosion, deforestation, inappropriate and uncontrolled development of ski-centres, loss of habitats and disturbance of endangered species, high air and land pollution due to unsustainable use of water to produce artificial snow.

The objective of this case study is to determine the factors and variables affecting the attitudes of locals towards tourism development, and identify the different behaviours and responses within a tourism destination.

Methodology

The researchers explore the specific case of the small rural community of Folgaria in the southeast of Trentino (Italy). Community of Folgaria is characterized by aspects representing the peculiarities of most mountain resorts. 444 questionnaires were distributed and 297 questionnaires were collected from local families. The questionnaires include economic, environmental and socio-cultural impacts issues and possible future tourism development policies. The cluster analysis has demonstrated the existence of different groups within which members have common features and similar perceptions and attitudes.

Results

According to the research work most of the residents showed the positive economic impacts of tourism as an attractor of economic investment and spending that creates greater benefits than costs. In addition, the social and cultural impacts are recognized to be positive, but at a lower degree. In respondents opinion tourism is valuable opportunity to meet people as well it provides more services and facilities to the local community. In terms of the future tourism polices, the different groups identified in the cluster analysis exert different positions.

Conclusion

Due to the survey local community of Folgaria believe that tourism has more positive impact than negative. This survey was based on the work by previous research and some parallels can be identified between the clusters in this study. The research shows that cluster analysis is a appropriate methodology to explore

locals’ perceptions and attitudes according to tourism and it can be applied to different environments. The residents can be divided into three segments protectionists, ambivalent and cautious and tourism supporters who are likely to affect the local community’s support for a tourism project.

Using a cluster analysis can help to identify what factors create more enthusiasm and what factors should be addressed in order to increase tourism acceptance and support.

Recommendations

It is necessary to solve environmental issues, to develop eco-friendly programs and in involving directly the local community within the framework of public discussions. In order to develop green tourism, the economic, social and environmental aspects of sustainable development must include the collective interests of all stakeholders.

The public sector must participate in the education and preparation of stakeholders, estimating risks and solving the issues within the environmental management. It is also necessary to gather more information about the approaches of residents within the possibility to implement winter tourism. In order to achieve mutual understanding between tourists and locals cultural exchange programmes should be done. Also tourism managers should focus on creating policies during off-seasons in order to stable tourism dependent areas and remain employment rate. 

2. “An exploratory study of the role of pervasive environments for promotion of tourism destinations”

Introduction

In order to improve the destination area and attract more tourist arrivals  and get economic advantages it is necessary to use new strategies. Nowadays communication technology (ICT) plays the main role in all industries as well in the tourism sector, by providing innovative tools capable to organize tourist’s holidays, and supplying fast and efficient information on consumer behaviour. Tourism industry might increase the chances of success by using the potentialities of these technologies along with new business practices and strategies. One of the most efficient tools might be represented by pervasive environments, which have not been completely explored in the tourism literature.

In this paper researchers explore users responses related to the introduction of a pervasive environment within the promotion of Calabrian archaeological heritage.

The main goal of this study is to identify how the pervasive environments can improve users’ experience, and deliver tourism contents capable of increasing sightseer interest to visit really the place showed by virtual reconstructions.

The objective of the research is to study the relationships among pervasive environments and tourists’ behaviour, with emphasis on the perceptual and cognitive support provided by technologies.

Methodology

The survey is based on a qualitative approach, focused on a questionnaire distributed among tourists. The pervasive systems are based on a decentralized computing landscape  that is a consist of digital world, represented by the virtual reconstruction of objects, scenarios. The researchers asked respondents to explore the pervasive environments which reproduce some Calabrian scenarios, and answer some specific questions related to the experience. The interviews have been analyzed with the MaxQDA software for the content analysis. 

Results

According to respondents’ answers each characteristic was coded. It includes the following codes: innovative, better than a traditional tourism guide, attracting, exciting, three-dimentionality, influence on tourist choice, interesting,

interactivity, possibility to touch the objects, no mental effort, quality of the images,

marketing tool, promotion. The most important code is the desire to visit the original

place of the virtual reconstructions after the virtual experience. According to the survey all the interviewees (100 per cent) expressed the desire to visit the places to make a comparison between the real site and the reconstructed one. 

Conclusion

Using virtual systems and ICT for promotion of tourism destination is new strategy to develop and enhance tourism business model. The researchers examine  the possibility to use pervasive environments for

presenting a tourism destination in an innovative and attractive way.

According to the survey respondents are very interested in the virtual reality tools and especially in the level of interactivity of the system, as well as in the innovative way for delivering tourism information. Actually, the experience in the pervasive environments can motivate potential tourists to really visit the place.

Recommendations

Tourism managers should use pervasive environments for catching potential tourist’ in order to develop and promote tourism destination in national as well in a global perspective.

Travel agencies can use these tools with the purpose of supporting consumers in the creation of their tourism package, by providing the possibility to virtually taste it in advance and easily find the one which best fits their own needs. 

3. “Understanding the effects of market orientation and e-marketing on service performance” 

Introduction

In the marketing literature market orientation is one of the key concepts of the company in implementing marketing concept. It is market information relating to current and future customer needs, dissemination of intelligence and organization wide responsiveness to it. Market orientation is also associated with  business performance. According to Narver and Slater (1990) market orientation include three behavioural components: customer orientation, competitor orientation, and inter-functional coordination.

A market-oriented firm satisfy and attract new customers, achieve the desired level of growth and market share, and consequently accomplish desirable business performance.

In this article authors examine e-marketing as it helps to develop value chain efficiencies, reduce costs, gain positive word-of-mouth promotion, enhance channel relationships. 

The objective of the research is to identify the distinct effect of market orientation and e-marketing on firm performance within the context of travel and tourism services.The key concepts of relationships between market orientation, e-marketing, and business performance are described to form the hypotheses of the study.  

Methodology

The survey was done on the example of travel and tourism services in Greece. According to the research Greek tourism firms adapted ICTs at a certain degree but they do not fully exploit them. Data were collected from an e-mail survey of 350 Greek travel and accommodation services firms. 

Results

The hypotheses of the survey are proved by the conceptual model. According to the results market orientation had significant positive and direct effects on tourism performance and e-marketing whereas e-marketing exhibited a direct effect on performance. 

Conclusion

The authors were the first who highlighted the relationships between market orientation, e-marketing, and performance. The results verify that market orientation identifies service performance though, this is a dual mechanism, a direct and an indirect effect, mediated by existing marketing resources such as e-marketing. Market orientation is not able  to operate in isolation from other resources.

The findings of the  investigation also support a contributory relationship between market orientation and e-marketing. The results of the research show that market orientation forms the foundation that increases the effects of other marketing resources within the firm such as e-marketing. Referring to the article marketing resources

do not operate separetely but complement each other to achieve business performance. 

Recommendations

In order to be competitive in turbulent environment tourism firms have to adopt  new technologies, implement the marketing concept and develop a culture within their organization that will focus on customers, pay attention to rivals, and achieve inter-functional coordination of resources. They also should

continuously upgrade on-line business systems so that they keep distribution costs low and offer added value to their customers Nevertheless, they need to invest in human and technological resources that will qualify them in changing their business culture to a market-oriented environment. 

4. “National marketing strategies in international travel and tourism” 

Introduction

Marketing is about anticipating demand, recognizing it, stimulating it and finally satisfying it. It is the function of business to produce goods and services that satisfy consumer wants and needs at a profit. Practitioners underestimate marketing contribution to travel and tourism as well misunderstand the nature and value of the markets discipline for the travel and tourism industry.

According to the research there are three approaches to strategy that may be used by the travel and tourism industry: consumer-oriented, competition-oriented and trade-oriented orientation approach. Nevertheless, two first approaches may be insufficient for they neglect the role of intermediaries in travel and tourism. Thus, a third approach to strategy identify the intermediaries' desires, problems and demands.

The article examines each of these three approaches to strategic marketing, they should not be considered as alternatives, for they may be integrated into an overall strategy. 

The main objective of the article is marketing a country's tourism destinations as a whole rather than on marketing a particular tourism product such as an individual airline, hotel chain or resort. A national tourism authority promotes a country's destinations, sometimes directly to tourists and sometimes through intermediaries. 

Methodology

This research is based on qualitative research approach, where data was collected using in-depth interviews with 41 experienced practitioners in Germany, the UK, Australia and New Zealand, in order  to achieve literal and theoretical replication from a range of public and private organizations marketing and distributing tourist destinations/products in the two overseas markets. Data was analysed with a accurate case study methodology. The results of this research assist in clarifying the conceptual issues provided in the literature, linking theoretical marketing knowledge about strategies in the discipline of international travel and tourism marketing.

Results

The research  findings differ from expectations from the literature, that is, the contributions of the article. This research contributes to findings in strategic travel and tourism marketing management by proposing a number of core strategies according to an organisation's position (leader or nicher) and its approach to its overseas market (customer-oriented, competitor-oriented, and trade-oriented). 

Conclusion/recommendation

Travel and tourism marketing as a management discipline has been often misused and served the needs of policy makers rather than practitioners.

This research defines the first three-dimensional approach to examining marketing and distribution strategies such as consumer-oriented, competitor-oriented, and trade-oriented strategies for public and private travel and tourism organisations.

Mainly the research is focused on public and private organisations, which actively market, through an overseas office, a tourist destination and its products/services to intermediaries and target markets in overseas markets.

The survey highlighted the strategic marketing issues of Australian and New Zealand travel and tourism bodies, in relation to their UK and Germany markets. Within Europe, these two tourist-generating regions are priority markets for Australia and New Zealand in terms of visitor arrivals and also travel and tourism expenditure. Therefore, it is hard to use the results of  these markets to other markets of Australia and New Zealand.

5. “An assessment of the competitiveness of the Moroccan tourism industry” 

Introduction

Nowadays the tourism industry becomes a key component of the service-driven economy in many countries across the globe. The economic impact of global tourism activities is presenting concerned countries and markets with new realities, challenges and opportunities. As a result, tourism countries have to advance their markets, services and strategies more systematically. The research is focused on Moroccan tourism industry, that tries to change its policies, but first of all they have understand their current strengths, weaknesses and opportunities relative to their rivals.Even though Morocco nas tourist potential, it suffers from serious manageable restrictions. It is necessary to develop innovative practices and targeted investments.

The objective of this study is to identify the current relevant forces which form the Moroccan tourism industry. The researchers use shift-share technique to examine the existing competitive realities of the Moroccan tourism sector. The survey findings have practical implications to Moroccan tourism leaders, as they attempt to capitalize on the opportunities presented by the growth of the global tourism market. 

Methodology

The investigation is made by the shift-share technique that is accounting-based model. The main advantage of the shift-share technique is its simplicity and it does not require primary data collection. In contrast, its limitations center around concerns such as temporal nature, theoretical content and predictive capabilities of the technique. The authors of the article analyze tourist arrivals, from different regions of the world, to Morocco, Turkey, Tunisia and Egypt. The shift-share analysis is used to identify the existing competitive position of Morocco in relation to its major rivals. 

Results

The research explored the growth in tourist arrivals to four destinations   between 2002 and 2005, from five major regions of the world (America, Europe, Eastern Asia-Pacific, Western Asia and Africa). The data of the survey is based on  Statistical Yearbook 2005 which was published by the UN Department of Economic and Social Affairs, Statistical Division. The results of the shift-share analysis showed that Morocco has not performed well comparing to other rival-countries in the region. This was attributed, in part, to focusing on markets with less potential for growth. 

Conclusion

In general Morocco, Turkey, Tunisia and Egypt are lagging behind in terms of attracting tourists (about 24.7 million tourists in 2002). Europe is considered as main source of tourist arrivals into this area due to the historical and commercial ties with European countries. The study defines that Morocco have no competitive advantage in any of the regions, with the exception of Africa. According to statistics African market is relatively weak in terms of purchasing power. Hence, Moroccan policymakers have to redefine the tourism image of the country through emphasizing new products such as religious, eco and rural tourism. Therefore, external benchmarking may be useful if it is aimed on countries like Spain, France and Italy. Morocco needs to systematically target more promising tourism markets and develop more innovative tourism-related services in order to be more competitive on the growing global tourism market. 

Recommendations

The synergy of the public and private sectors of the Moroccan tourism industry is necessary to develop the tourism infrastructure, efficient strategy and practices. Tourist policymakers of Morocco should aim on increasing the total tourist volume as well as increasing revenues per tourist. To achieve this primary goal, short and long-term tactics and strategies should be done. The Moroccan government has to invest in and improve quality of educational system as it is foundation of any field. In addition, partnership between the private sector and the public sector is needed in order to promote the tourism and cultural image of Morocco through hosting well international events and exhibitions. The Moroccan Government should redifine its commitment and national priority towards the tourism industry. 

6. “The future of destination marketing: the case of Cyprus”

Introduction

The primary goal of the Cyprus Tourism Organization (CTO) is to operate the process of destination marketing that has been enhanced with the advent of electronic marketing methods.  Efficient destination marketing process is the successful integration of traditional with electronic marketing activities, based on the developed model. It is described by inherent difficulties which result from the complexity in operating different interests of the multiplicity of stakeholders involved.

Destination marketing is current management process of creating, communicating, and delivering value to customers by the stakeholders involved in a destination’s tourism management process.

Electronic marketing methods present unique and powerful communication channels that have driven traditional marketing communication methods used for promoting a tourism destination. It is an effective exchange of information between the seller and the customer in order to get  intended marketing outcome.

The objective of this article is to explain the augmented destination marketing process that has resulted from the introduction of electronic marketing methods. The researcher describe the factors that contribute to the process of destination marketing on the basis of an integrated marketing model. The main aim of the case study is to get information about the tourist buying behavior by putting forward a framework to operate the destination marketing process for Cyprus.

Methodology

The research methodology is  an exploratory based on the open-ended approach of grounded theory. The author used expert interviews with senior marketing executives at the Cyprus Tourism Organization (CTO), while an extensive study of the existing procedures that are being followed in carrying out the CTO’s marketing department’s functions facilitated further information analysis. Tourist’s expectations data were collected from a web-user behavior analysis, reflecting upon relevant marketing theories and information systems approaches.

Results

The research highlights the augmented process of destination marketing planning and offers efficient methods through which National Tourism Organizations able to operate it successfully.

The findings of the study and its role are significant as the process of destination marketing planning is described by complexity due to the diverse interests of the stakeholders involved.