Marketing & Tourism Review最新文献_第3页

Discovering the relevance of the personality of the destination brand - a literature review 发现目的地品牌个性的相关性——文献综述

Marketing & Tourism Review Pub Date : 2022-06-01 DOI: 10.29149/mtr.v7i1.6535

António Cardoso, I. Fomina, Monika Dimitrova, Manuel Sousa Pereira

{"title":"Discovering the relevance of the personality of the destination brand - a literature review","authors":"António Cardoso, I. Fomina, Monika Dimitrova, Manuel Sousa Pereira","doi":"10.29149/mtr.v7i1.6535","DOIUrl":"https://doi.org/10.29149/mtr.v7i1.6535","url":null,"abstract":"Brand personality is highly significant for creating brand loyalty to withstand pressure in the highly competitive environment. Due to the cosmopolitanism and affordable traveling, people have become jaded and hard to surprise, thus, cities’ authorities must create smart destination brand personalities to attract more visitors. The aim of this paper is to gather the most popular city branding tools, trends and similarities through bibliometric study and present a broad view of the researches that have been conducted regarding destination brand personality. As a methodology, it uses a qualitative analysis which was made by exploring a scientific database. A common ground for all previous research on the topic tends to be the 5 Aaker’s Brand Personality Scale dimensions (1997) or extended to the 6 dimensions scale used in the most recent studies. The limitations of the research can indicate that there are still gaps in the literature connected to this topic, and the paper includes suggestions to fill them in. Most of the studies had focused on tourists’ perspective, and do not take residents’ views into consideration. As main results, we found that, research shows that young residents should be more involved into the destination’s branding process. Also, social media platforms as a marketing tool for promoting cities and gathering feedback from locals and tourists are understudied.","PeriodicalId":162416,"journal":{"name":"Marketing & Tourism Review","volume":"2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134514184","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Qualificação Profissional e Comprometimento Organizacional na Hotelaria 酒店行业的专业资格和组织承诺

Marketing & Tourism Review Pub Date : 2022-06-01 DOI: 10.29149/mtr.v7i1.6689

Lyvia Camila FERNANDES MADRUGA BARROS, Leilianne MICHELLE TRINDADE DA SILVA BARRETO

{"title":"Qualificação Profissional e Comprometimento Organizacional na Hotelaria","authors":"Lyvia Camila FERNANDES MADRUGA BARROS, Leilianne MICHELLE TRINDADE DA SILVA BARRETO","doi":"10.29149/mtr.v7i1.6689","DOIUrl":"https://doi.org/10.29149/mtr.v7i1.6689","url":null,"abstract":"Objetivo - Analisar as relações entre qualificação profissional e comprometimento dos funcionários em empreendimentos hoteleiros do município de João Pessoa/PB, no Nordeste do Brasil. \u0000Design/metodologia/abordagem - Estudo descritivo, de abordagem quantitativa, com aplicação de questionários junto aos funcionários dos empreendimentos hoteleiros do município de João Pessoa, capital do estado da Paraíba. Para a análise dos dados, foram realizadas análises descritivas, análise fatorial, análise de confiabilidade, análise de correlação de Pearson e análise de regressão linear, com o auxílio do software estatístico SPSS. \u0000Resultados - Os resultados apontam que quanto mais os funcionários percebem os benefícios da qualificação profissional, mais isso reforça a sua necessidade de permanecer na empresa em função dos benefícios que ela oferece, assim como aflora a sensação de pertencimento e identificação do funcionário com a empresa, uma vez que ambos os objetivos caminham no mesmo foco. Assim, os resultados deste estudo sugerem que a gestão das empresas hoteleiras deve se concentrar em melhorar o nível de comprometimento de seus funcionários, fornecendo oportunidades através de adequados esforços de qualificação. \u0000Originalidade/valor – Do ponto de vista acadêmico, esse estudo contribui com os estudos na área de hotelaria, sendo capaz de comprovar a existência de relações positivas entre qualificação profissional e comprometimento organizacional. Do ponto de vista gerencial, ele auxilia a compreensão sobre a importância de investir na qualificação, percebendo o funcionário como elemento fundamental no processo produtivo. \u0000 \u0000 \u0000 ","PeriodicalId":162416,"journal":{"name":"Marketing & Tourism Review","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2022-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128538639","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

psychographic segmentation of inbound tourists to South Africa based on country image, the place brand and travel motives 根据国家形象、地方品牌和旅游动机对南非入境游客进行心理细分

Marketing & Tourism Review Pub Date : 2021-09-28 DOI: 10.29149/mtr.v6i2.6746

T. Matiza, M. Kruger

{"title":"psychographic segmentation of inbound tourists to South Africa based on country image, the place brand and travel motives","authors":"T. Matiza, M. Kruger","doi":"10.29149/mtr.v6i2.6746","DOIUrl":"https://doi.org/10.29149/mtr.v6i2.6746","url":null,"abstract":"As tourist behaviour evolves due to the effects of globalisation, consumerism and contemporary events, tourism practitioners as specialised place managers need to innovate and adapt to market shifts consistently. The paper explores the utility of country image and place brands in conjunction with travel motives as segmentation bases for inbound tourists. A quantitative-deductive study was conducted. Data was generated from a sample of 206 inbound tourists to South Africa by way of a self-administered questionnaire and was analysed via exploratory factor, hierarchical cluster, analysis of variance, cross-tabulations and chi-square analyses, respectively. The hierarchical cluster analysis identifies four psychographic segments based on tourists' susceptibility to the influence of country image(s), place brand dimensions, and attributes in their decision-making. Moreover, the inbound tourist segments fit into Plog's seminal psychographic framework. Critical insights into how country image and place brands are increasingly significant as perceptual dimensions in tourist decision-making are provided and may help tourism marketers synchronise their tourism products and marketing communications with specific target segments.","PeriodicalId":162416,"journal":{"name":"Marketing & Tourism Review","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-09-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116659723","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Do Cultural Capital and Conspicuous Consumption Influence Counterfeit Purchase Attitude? Evidence from Brazilian Market 文化资本和炫耀性消费对假冒商品购买态度的影响?来自巴西市场的证据

Marketing & Tourism Review Pub Date : 2021-09-28 DOI: 10.29149/mtr.v6i2.6757

José Marcos Carvalho de Mesquita, Wenderson Moura, Alexandre Teixeira Dias

引用次数: 0

Marketing Strategies to Achieve and Promote Events at Brazilian Conventions & Visitors Bureau 在巴西会议和旅游局实现和推广活动的营销策略

Marketing & Tourism Review Pub Date : 2021-09-28 DOI: 10.29149/mtr.v6i2.7034

Williany Loren Gaia Ferreira Austregesilo, J. Soares, Larissa Paola Macedo Castro Gabriel, A. Perinotto

引用次数: 0

Marketing &amp; Tourism Review最新文献

Marketing & Tourism Review最新文献