Tourism Review

Worker and consumer face-off on cultural distance and satisfaction : Table of Contents

Yasin Boylu, Asli D.A. Tasci, William C. Gartner — Sat Nov 07 08:00:18 GMT 2009

Abstract:
Purpose – The purpose of this paper is threefold: measure the differences in importance of cultural values between Turkish hosts and European guests; measure perceived cultural difference (distance) to see if importance of cultural values are commensurate with cultural distance perception; and identify potential influence of perceived cultural distance on job satisfaction for Turkish service providers (hosts) and trip satisfaction for European consumers (guests). Design/methodology/approach – A survey research was conducted in tourist towns in the Southwest part of Turkey to gather data from Turkish hosts (service providers) and European tourists. Two stepwise regression analyses were conducted to assess the magnitude of the relative impact of several variables on job satisfaction for hosts and trip satisfaction for guests. Findings – Although results revealed differences in cultural values, cultural distance perception and satisfaction, the stepwise regression analyses did not reveal any influence of perceived cultural distance on satisfaction for either hosts or guests. Research limitations/implications – The findings of this study may not apply to all tourism consumption settings since respondents were surveyed in a general tourism setting context rather than limiting them to a certain consumption setting such as a restaurant, a hotel or a cruise ship. Originality/value – By shedding light on cultural distance and its influence on both demand and supply side aspects, this study addresses a long-neglected aspect in literature. Although several studies provide discussions on the impact of culture on both service providers' and consumers' attitude and behavior, there is a lack of empirical studies on the relationship between cultural distance and satisfaction.

Agri-tourism and rural development: the Low-Valdelsa case, Italy : Table of Contents

Caterina Contini, Paola Scarpellini, Roberto Polidori — Sat Nov 07 08:00:18 GMT 2009

Abstract:
Purpose – The purpose of this paper is to analyze the demand of tourists who stay in agri-tourist facilities and assess the impact of agri-tourism on local development in terms of income and employment. The study was conducted in Tuscany, a region which is pre-eminent in terms of the Italian agri-tourist supply and which has a strong attraction for tourists seeking natural resources, the countryside and the local culture. Design/methodology/approach – The methodology called for the use of the input output model based on a regional accounting matrix which was appropriately modified, according to data obtained from a direct investigation. Tourist spending was ascertained by means of a questionnaire submitted to tourists who stayed in agri-tourist facilities. Main weaknesses of the tourist system were highlighted by means of personal interviews which were conducted with key informants. Findings – The results emphasize a lack of coordination between the suppliers of products and services provided in the territory which limits local product visibility. An improved coordination would imply strengthening of individual actions and enhancing the value of products by linking them to the specific resources of the local system and cultural identity. This would determine a higher impact of agri-tourism on the development of the area. Practical implications – The research gains a better understanding of the community's interest in promoting agri-tourism and provides insights for the drafting of local development strategies. Originality/value – The paper intervenes in the debate on the role of rural tourism in local development with a case study in which agri-tourist demand was analyzed, its impact on local income and employment was assessed and existing constraints in achieving socio-economic development were identified and discussed.

Managing music festivals for tourism purposes in Catalonia (Spain) : Table of Contents

Francesc González-Reverté, Oriol Miralbell-Izard — Sat Nov 07 08:00:18 GMT 2009

Abstract:
Purpose – The purpose of this paper is to assess the touristic potential of music festivals in Catalonia. It is an opportune goal because even though this region is experiencing an important increase of new festivals and cultural events, there is a lack of adequate coordinating and guiding tourism policies. Design/methodology/approach – The data was gathered with a survey to managers of music festivals that provided information about their management structure and economic results. The study findings are the result of an analysis done with a statistical multivariate technique and constructing indicators of event economic feasibility and tourism specialisation. Findings – Data reveals the coexistence of two different types of festivals in Catalonia depending on their cultural or touristic orientation and with clear differences in their management style. Both types have a professionalized management structure and an economic self-sufficiency when compared with the rest of Catalan cultural events, so they can be considered as an asset for regional tourism development. Nevertheless, some problems are detected in management practices that should be improved when implementing a specific tourism event policy. Originality/value – The research has built a unique event data base that can be useful for decision making in tourism public administration. The paper suggests that local and regional administration should consider music festivals and cultural events, in general, as excellent resources to create new tourism products. Some of the characteristics of festivals, such as their important potential as tourism attractions and their cultural identity or the economical success, are critical assets to their high potential in local tourism development. These findings should justify a more resolute public policy of events and music festivals in Catalonia.

Consumer behavior at an industrial travel show : Table of Contents

Laura M. Milner — Sat Nov 07 08:00:18 GMT 2009

Abstract:
Purpose – The purpose of this paper is to examine the behavior of consumers in an industrial trade show context – the ITB tourism trade show. Design/methodology/approach – The current study addresses whether it is strategically astute to allow final consumers into an industrial trade show. Using a mall intercept method, questions were designed to elicit whether final consumers mimic industrial segments of current, potential or nonusers? Are they repeat or first time? How serious are they? Where in the search process are they? Are they product specific or simply engaged in information collection? How do they search? How are booth choices made? Findings – Participants are current or potential and typically repeat. They are motivated and directed with booth choices being pre-planned. Research limitations/implications – The limitations of convenience samples apply here. Study should be repeated. Future research should address whether consumers be allowed into other types of industrial trade shows. Practical implications – This study addresses the utility of free promotional gifts and the strategic implications of allowing consumer access to an industrial event. Originality/value – Only one other study was uncovered which examined consumer trade shows and it focused on vendor behavior.

Increasing hotel responsiveness to customers through information sharing : Table of Contents

Nicole Tiedemann, Marcel van Birgele, Janjaap Semeijn — Sat Nov 07 08:00:18 GMT 2009

Abstract:
Purpose – The purpose of this paper is to investigate customer responsiveness in the hotel industry, and the role of market orientation including both internal and external information sharing. Design/methodology/approach – Based on a review of the supply chain management and marketing literature, a conceptual model was constructed and tested based on a survey of European hotel managers using PLS path modeling. Findings – Market orientation seems to be an important basis for cross-functional and inter-organizational information sharing. Information exchange, both internal and external, can explain over 50 percent of customer responsiveness, as perceived by hotel managers. Research limitations/implications – The study mainly focused on European four- and five-star hotels. The final sample is considered representative, but relatively small (50 respondents). The observed importance of information sharing warrants further investigation. Practical implications – While many hotel managers may focus on cleanliness, comfort of rooms, quality of food and friendliness, it seems that both internal and external information sharing are important antecedents of customer responsiveness, and hence satisfaction and loyalty. Originality/value – This paper, by combining marketing and supply chain management concepts into one model, offers new insights into the hotel business. Customer responsiveness can be improved through market orientation and information sharing.