International Journal of Culture, Tourism and Hospitality Research

In-depth tourism's influences on service innovation : Table of Contents

Yiche Grace Chen, Zi-Hui Chen, Jonathan C. Ho, Chung-Shing Lee — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – In-depth tourism is a new traveling pattern, which combines thematic traveling experience and personal knowledge. This paper aims to analyze the industry characteristics and approaches to develop and promote in-depth tourism from a service innovation perspective. Design/methodology/approach – The paper introduces the concept of in-depth tourism and presents two case studies depicting the practices of this new approach. The paper also includes training and exercises on in-depth tourism's implementation. Findings – A three-dimensional framework consisting of customer value, regional resources and competences, and technology adoption (e.g. information and communication technologies) is developed to guide service innovations in the tourism industry. Practical implications – The new theoretical framework and set of training exercises provide management with the tools to effectively create and promote service innovations through in-depth tourism. Originality/value – The paper introduces the concepts and practices of in-depth tourism from a service innovation perspective. In addition, the research provides several managerial and policy implications to manage service innovations and to promote regional development through in-depth tourism.

Using the ratings grid in tourism/event management : Table of Contents

Marian H. Wooten, William C. Norman — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – Ratings grids, emerging from personal construct theory, measure an individual's perception of a situation. This paper and exercises seek to demonstrate how researchers and managers can use the grid to evaluate visitors' perceptions of an attraction or event. Design/methodology/approach – A training exercise explains how to use the ratings grid, a type of repertory grid, to evaluate tourist attractions or special events. A ratings grid example analyzes visitors' impressions of an art festival (n=142). The steps taken for grid development, administration strategy, and analysis are discussed and described. Findings – The results suggest that visitors' impressions of the art festival are consistent with the festival's communication objectives. These findings suggest that the art festival presents itself to visitors accurately. Research limitations/implications – Ratings grids are designed to examine only the elements a researcher selects. Important elements to respondents may be overlooked using this test, and the researcher will not get an accurate measure of respondents' attitudes. Originality/value – The exercise provides guidance to a useful method for measuring visitor perceptions and allows researchers and managers to understand visitor experiences better.

Moving beyond pedagogy to andragogy: experimental learning exercises for tourism/hospitality executive training : Table of Contents

Drew Martin, Arch G. Woodside — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this editorial is to introduce eight training exercises developed for tourism executive decision making. Design/methodology/approach – The paper introduces the papers in this special issue and discusses the need for experiential learning techniques for adult learners. Findings – It was found that applied learning exercises are more effective than cognitive learning experiences in adult education. Originality/value – The paper provides an introduction to experiential learning exercises for tourism and hospitality training.

Guiding tourists to their ancestral homes : Table of Contents

Nina M. Ray, Gary McCain — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this paper is to introduce measures of the motivation of tourists who travel to their ancestral homes. A set of learning exercises is presented for students and managers to apply understanding of these motives to tourism strategies. Design/methodology/approach – The paper provides a brief review of the literature of heritage tourism and the special segment concerning travel with genealogical objectives. Survey data on motives to seek out ancestors are provided with learning exercises to link motives to tourism planning. Findings – Data on the importance of multiple motives are presented with analytical measures of their overall importance levels and of differences between US and UK samples. Research limitations/implications – The motivational variables and data collection are primarily exploratory, focusing on samples that are interested in genealogy and heritage tourism. Further research could certainly be expanded to cover broader populations of tourists and genealogists. Practical implications – By combining primary research with trade association research included in the paper students and tourism managers have the opportunity to apply research findings to tourism and hospitality decision making to attract and satisfy tourists who have genealogical goals in their travel agendas. Originality/value – Data based on the important and growing domain of motivational research in ancestral/genealogical-related tourism have not been presented for analysis and application until now. Strength of motives and differences between nationalities of tourists present a unique analytical opportunity in learning exercises.

Deconstructing tourist typologies: the case of backpacking : Table of Contents

Natan Uriely — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this paper is to provide researchers with an analytical tool for deconstructing well-established tourist typologies in which motivations and meanings are coupled together with practices of travel arrangements. Design/methodology/approach – In line with the distinction between types and forms of tourism, the analysis examines the motivations and meanings (type-related attributes) of tourists who comply with conventional travel arrangements and practices (form-related attributes) of backpacking. The backpackers' motivations and meanings are analyzed in light of a revised version of Cohen's phenomenological typology of tourist experiences. Findings – The analysis suggests that contemporary backpacking is a form of tourism that can be further segmented into sub-types by the variety of meanings backpackers assign to their experiences. Research limitations/implications – The distinction between type and form can be used for deconstruction of tourist categories other than backpackers. However, this distinction cannot be expected to completely cover the complexity and variety of tourists' behaviours and attitudes. Originality/value – The study presents evidence to suggest that the implicit inclination that tourists who travel in the same manner also share the same motivations and meanings is open to doubt. Accordingly, the paper stresses the need for cautious and sensitive tourist typologies that capture the existing variety in tourism.

Travel motivation: linking theory to practice : Table of Contents

Songshan (Sam) Huang, Cathy H.C. Hsu — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this paper is to review the relevant literature on travel motivation and provides a scenario-based discussion on the applications of travel motivation theories in the industry practice. The paper offers an invaluable practical interpretation of travel motivation and related management issues. Design/methodology/approach – A comprehensive literature review on travel motivation is conducted to acknowledge the major theories. Two scenarios are presented and discussed by linking two motivation conceptual schemes, Maslow's hierarchy of needs theory and Plog's allocentrism/psychocentrism model, to practical issues in travel management. Findings – The literature review discloses that travel motivation theories have evolved over time. By linking theories to industry practice, the paper advocates that travel managers be more conscious of travelers' internal psychological needs when designing travel services/products. Originality/value – This paper offers a good understanding of travel motivation by discussing theoretical applications in real-world situations.

Writing a credible form letter: implications for hospitality and tourism service recovery strategy : Table of Contents

Tom DeWitt, Drew Martin — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – The purpose of this paper is to show how to identify red flags in letters responding to customer complaints and demonstrate elements of effective response letters. Design/methodology/approach – Using actual form letter responses, the paper shows how to identify weaknesses in form letters and remedies for improving their credibility. Measurement criteria follow the concept of fairness which has roots in Kant's moral idealism theory. Findings – The paper identifies key elements that should be included in credible form letters. A combination of distributive, procedural, and interactional justice is required for an effective response. Practical implications – Tourism and hospitality managers issuing effective template responses (form letters) have the opportunity to improve consumer trust, loyalty, and future complaint intentions. Originality/value – The training exercises provide examples for managers and consultants to teach employees how to develop effective responses to customer complaints.

Executive training exercises in small hotel marketing : Table of Contents

Jane Moriarty, Rosalind Jones, Jennifer Rowley, Beata Kupiec-Teahan — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – This paper's aim is to help hospitality management executives and graduate students to understand and to develop marketing expertise in the small hotel sector. Design/methodology/approach – Case studies for three hotels illustrate some major marketing challenges for the small hotel sector. Marketing activities are characterized by non-marketing, inexpert marketing, implicit marketing, and sophisticated marketing categories. These categories are adapted specifically for the small hotel sector. Findings – Some hotels fall into a distinct category, while other hotels span multiple categories depending on their involvement level in various marketing activities (e.g. marketing intelligence, or promotion). Originality/value – Training exercises highlight specific marketing issues relevant to small independent hotels. Using the model, benchmarking suggestions are developed based on the hotel's marketing activity level. These exercises help practitioners to recognize this sector's diversity due to a wide spectrum of marketing styles and approaches employed by SME owner-managers within the hospitality sector.

Using group comparisons in AMOS to explore shopping as a travel driver : Table of Contents

Mark S. Rosenbaum, Daniel Spears — Sat Oct 24 08:00:20 BST 2009

Abstract:
Purpose – This study seeks to achieve two objectives: first, to expand on Fodness's five-dimensional travel motivation scale by empirically demonstrating that a sixth driving force – shopping – encourages tourists to visit particular destinations; and second, to provide a clear demonstration for using AMOS structural equation modeling to analyze group comparisons, which researchers could employ in future studies. Design/methodology/approach – The study offers and evaluates a proposed higher-order travel motivation structural model using confirmatory factor analysis and path analysis. It also explores a tourist's country of origin (the USA or Japan) as a moderator. The empirical study is supported through data from a convenient sample of 1,042 tourists (521 American and Japanese tourists, respectively) who were vacationing in Honolulu, Hawaii. Findings – The findings demonstrate that five of the six motivational forces encourage US and Japanese tourists to vacation in Honolulu. In addition, the results reveal that a tourist's country of origin moderates three motivational factors. Research limitations/implications – The study provides researchers and practitioners with a 22-item six-dimensional travel motivational scale. Given that travel motivation is linked to customer satisfaction and loyalty, researchers should consider the travel-quality scale (TRAVLQUAL). Although one of Fodness's five dimensions was not significant, the finding was based on tourists' motivations to visit one site, Honolulu, and thus researchers should not eliminate this dimension from future motivational studies. Originality/value – The study links together the tourism shopping and travel motivation paradigms. Thus, it can be used as an easy-to-follow reference guide for exploring group comparisons with AMOS.