bluuebunny/crossref_metadata_2025 huggingface dataset:
Destination Image and Visit Intention: Examining the Moderating Role of Motivation
Authors: Phillips Woomi , Jang Soocheong
Published: May 2008

Destination image for a specific destination and travel motivation provide important information for understanding tourist behaviors and behavioral intentions. This study examined the influences of cognitive and affective destination images on tourist visit intention. It also attempted
to identify the moderating role of tourist motivation within the image and intention context, investigating whether the extent of the image effects on visit intention varies depending on the level of tourist motivation. To achieve the objectives, this study used hierarchical regressions. The
results confirmed that both cognitive and affective destination images have significant influence on tourist visit intention. The findings also indicated that tourist motivation plays as a partial moderator only on the relationship between affective image (arousing) and visit intention, whereas
motivation has no moderating role in the relationship between cognitive image and visit intention.
The Evaluation of Tourism Journals: A Quality Model
Authors: Zehrer Anita
Published: May 2008

The arrival of electronic journals and the general increase in tourism journals makes it more complicated for researchers in their academic field to choose among the plethora of outlets. In the consumer behavior theory the consumption decision of the consumer is the focus of research. In the academic setting, this consumption decision concerns determining the best journal to publish in. Besides the many existing studies carried out to rank and rate a list of tourism journals according to predefined criteria, this article reports the development of an objective model to assess journal quality. The use of expert perception and opinion as a proxy for journal quality has been an established practice in many research fields and was therefore applied in the survey. The purpose of the article is to provide a quality model that can help researchers formulate their own perception of a scholarly journal.
State Tourism Funding: Equity, Consensus, and Accountability Models
Authors: Harrill Rich , Bender Betsy
Published: May 2008

This article uses narrative, case study analysis to investigate three major alternative models to state tourism funding that emerged in the 1990s. Although many academics and researchers are familiar with these models, few know the specifics of how they arose, how they work, and their
implications for the tourism industry. The alternative models reviewed in this article include industry self-assessment (CalTour), public–private partnership (Visit Florida), tourism-related tax revenues (Missouri Division of Tourism), and an attempted hybrid model (Rhode Island Tourism
Advisory Council). Based on these models, the article suggests new hybrid models will appear based on the best characteristics of the initial models: equity, consensus, and accountability, respectively. Given the dearth of academic study tourism funding, the article concludes with suggestions
for future research.
Trends in Outbound Group Package Tours in China and Taiwan: A Marketing Mix Perspective
Authors: Chang Janet , Wang Kuo-Ching , Guo Ying-Zhi , Su Che-Jen , Yen Shih-Jung
Published: May 2008

In many Asian economies such as Taiwan, Japan, Hong Kong, Korea, and China, the group package tour (GPT) is one of the main modes of outbound travel. In order to explore the emerging trends, two major outbound travel markets—Taiwan and China—were selected for investigation.
In total, 30 in-depth interviews with either General Managers or Presidents of well-known travel agencies were conducted in Taipei and Beijing. The GPTs have a similar pattern for both Taiwanese and Chinese but, interestingly, are at a different stage of development. This information should
serve as a valuable reference to Taiwan and China, to destination countries that depend heavily on the Chinese market, and to management teams in relevant travel industries.
Benchmarking Destinations via DMO Websites: A Methodological Process
Authors: Li Xiang , Petrick James F.
Published: May 2008

As a quality management and improvement technique, benchmarking has been extensively practiced and researched across different industries. This study attempts to establish a methodology for conducting destination benchmarking analyses via DMO websites, and to discuss the implementation
of the benchmarking process. Nominal Group Technique (NGT), with the assistance of a number of American state tourism offices, was utilized to develop the benchmarking procedures. A series of measures were hence developed, in the format of a two-phase survey. With the use of this external/performance
benchmarking process, the participating states have been able to obtain vital information regarding both their website users and their competitors'. The present study, from the practitioners' perspective, created a managerial tool for Internet-based destination benchmarking in terms of a set
of measures and metrics. It also exemplified successful efforts to combine academic and practitioners' interest and strengths into one project.
Trends in Alaskan Cruising
Authors: Marti Bruce E.
Published: May 2008

This study analyzes and interprets both spatial and economic data regarding the Alaskan cruise market between 1994 and 2003. Eight research questions guide the research effort toward providing a better understanding of variations occurring in ship size, ship age, number of passengers,
cruise line participation, embarkation and debarkation ports, ports-of-call, visits to scenic sites, and passenger fares. The status, trends, and future prospect for Alaskan cruising, based on substantial growth identified, bode well for the Alaskan geographic cruise market.
Problems, Policies, and Marketing Practices of Virginia Wineries
Authors: McCleary Ken W. , Lee Kyuho
Published: May 2008

The wine industry has had rapid growth worldwide over the last couple of decades. This growth has been particularly rapid in the State of Virginia over the last few years. While the impact of revenue and employment generated from the sale of wine is of obvious benefit to an area's economy,
the potential generation of dollars from tourists whose major or secondary purpose for visiting an area is to visit wineries is also of great importance for many wine-producing areas. With the wine industry consisting of products with over 100,000 different brands, it is difficult for smaller
wineries, particularly in wine areas less popular than California or Bordeaux, to gain market exposure and access. Therefore, many wineries rely on cellar door sales generated primarily from tasting rooms and tours, and on localized distribution. Winery tourism thus serves an important role
not only in generating tourism revenue, but also in building brand recognition and consummating on-the-spot sales. This article reports the distribution methods and tasting room policies of Virginia wineries and provides a summary of what Virginia wineries consider to be their biggest problems.
Adapting the Tourism Satellite Account Conceptual Framework to Measure the Economic Importance of the Meetings Industry
Authors: Dwyer Larry , Deery Margaret , Jago Leo , Spurr Ray , Fredline Liz
Published: May 2008

This article presents the findings from research undertaken for the United Nations World Tourism Organization that examines the global meetings industry. In particular, the research investigated the type, source, and credibility of data collected on the meetings industry and the potential
to use the data for evaluating the economic contribution of the meetings industry. In so doing, the article details the data that are available and presents a method, using the Tourism Satellite Account (TSA), to evaluate the meetings industry on a global basis. The research found that the
industry lacked clear definitions and therefore inconsistent data. The article provides suggested definitions and a conceptual framework for use in a TSA evaluation of the meetings industry.
The Image of Central Asia Countries: Kyrgyzstan, Kazakhstan, Uzbekistan, and Turkmenistan
Authors: Kantarci Kemal
Published: May 2008

The Central Asian (CA) countries of Kazakhstan, Kyrgyzstan, Turkmenistan, and Uzbekistan have been unable to consistently achieve their tourism goals and potentials since their independence (from the Soviet Union) in the 1990s. CA countries have a very small share of the international
tourism market. One of the possible reasons for this may be attributed to the nature of "no-image" or "existing poor image" of CA countries in the perceptions of world travelers. The main purpose of this study is to assess the nature of the existing image of CA countries as tourist destinations
and also examine respondents' possible travel motives to visit such destinations. A self-administered survey was used to collect data. The findings indicate that the overall perceptions of CA countries center on hospitable environment, authenticity of experience, richness in local attractions,
and hospitality and the like. Tourist attributes, effective personal communication channels, the facilitation of tourist movements and experiences are considered significant predictors of the likelihood for respondents to travel to CA countries. This study concludes with appropriate management
and policy strategies for potential tourists, tour operators, travel agents, and the four CA countries.
Host Image and Destination Personality
Authors: Ekinci Yuksel , Sirakaya-Turk E. , Baloglu Seyhmus
Published: May 2008

The purpose of this research was to develop a path analytical model to test multiple direct and indirect relationships involving tourists' perception of host image, destination personality, and behavioral intentions. Specifically, the study tested hypotheses that host image has a positive impact on destination personality that in return will have a positive effect on intent to return and word of mouth. To assess the mediating role of the destination personality, direct effects of host image on intent to return and word of mouth were also investigated. The data were collected from a sample of 365 German travelers to the Mediterranean region of Turkey. The findings of the study indicate that destination personality has three dimensions:conviviality,sincerity, andexcitement, and tourists do use these concepts to form symbolic meanings of destinations. These dimensions have a positive influence on intent to return and word of mouth, whereas host image has a positive impact on the destination personality dimensions. The influences of host image on each destination personality dimension show variations in terms of significance and strength of the relationship. Although host image has a positive effect on intent to return, its overall contribution to the explained variance is small. Practical and theoretical implications are discussed within the context of destination branding theory.
Building a Place Brand: A Case Study of Surrey Hills
Authors: Niininen Outi , Hosany Sameer , Ekinci Yuksel , Airey David
Published: May 2008

Although branding of goods has received increased attention in both the academic and practitioner communities, research on place brand-building process has been sparse. This study seeks to address this lacuna and proposes a four-component place brand-building framework. namely: determining
a brand vision, communicating the brand vision, managing partnerships, and measuring brand performance. The validity of this conceptual framework is assessed using Surrey Hills as a case study. Drawing on the findings of the case study, important challenges are identified that face emerging
work on place brands. Some of the emerging issues include control, funding, and stakeholder commitment.
Perceptions of the Last Privately Funded Olympic Games: The Atlanta Case
Authors: Mihalik Brian J. , Madanoglu Melih
Published: May 2008

Ritchie and Aitken in 1984 defined hallmark or mega-events as one-time or recurring events, which enhance the awareness and appeal of a tourist destination. The Olympic Games is one type of mega-event and has worldwide appeal. This article reports a snapshot of the data collected immediately
prior to the 1996 Summer Olympic Games (July 1996) and investigates whether any differences exist among residents' perceptions regarding perceived benefits of hosting the last privately funded Summer Olympics based on their demographic characteristics. The results indicated that residents
with different demographic characteristics had homogenous perceptions regarding the perceived benefits of hosting the 1996 Summer Olympics immediately prior to the beginning of the event. This has implications to future publicly funded Olympic Games.
A Managerial Approach to Positioning and Branding: Eponymous or Efficient
Authors: Kendall K. W. , Gursoy Dogan
Published: May 2008

The purpose of this research is to examine the relative positioning of eight Mediterranean destinations using seven attributes that measure objective destination competitiveness. These attributes can be used to develop a brand identity for each destination. Using the data provided by the World Travel & Tourism Council (WTTC) on those seven competitiveness indicators for each destination, a positioning map was generated using a correspondence analysis technique. The positioning map revealed the closely competitive destinations, how competitiveness indicators cluster together, and competitive strengths and weaknesses of each destination. The key contribution of this research is the use of cost-saving secondary data that are more under the control of the manager, especially in a government organization. Some of the critical advantages of the approach presented include: low cost of data, times savings, managerial control, and ease of analysis and interpretation. The destination manager knows where to go to solve the branding concerns in the market place.
The Structure of Destination Brands: Leveraging Values
Authors: Gnoth Juergen
Published: May 2008

This theoretical contribution details how a destination's capital is comprised of the values and meanings as expressed in the cultural, social, natural, and economic dimensions of people's lives. Unlike in product brands, these values and meanings form a living and constantly evolving
relational system existing among people. On this basis, selection criteria for the functional, experiential, and symbolic dimensions of destination brands are developed. The final model is designed to link the performance of the brand to its capital so that brand development becomes an integral
part of sustainable destination management that can be appreciated by tourism operators. The major threat to destination brands is the disregard of the effects of aggregation and time in the commoditization of destination values.
Destination Brand Personality: Visitor Perceptions of a Regional Tourism Destination
Authors: Murphy Laurie , Benckendorff Pierre , Moscardo Gianna
Published: May 2008

Despite a growing body of work on destination branding in general, particularly at a country or nation level, there has been little investigation of whether or not tourists do attribute brand personality characteristics to tourism destinations and whether or not tourists' perceived self-image and the "brand personality" of destinations are related. The aim of the study presented in this article was to explore the relationships among four key constructs proposed for destination branding and choice process: tourist travel motivations, destination brand personality, self-congruity, and visitation. The study involved a survey of tourists' perceptions of a branded regional tourism destination—the Whitsundays—in Queensland, Australia. Data were collected from a total of 277 participants yielding a response rate of 62%. The results provided general support for the proposal that tourists ascribe personality characteristics to destination. Furthermore, the study found that there is a level of congruity between tourists' self-image and their perceptions of the destination brand personality.
The "Sleeping Giant": Leisure Tourism Branding of a Business Tourism Destination
Authors: Daniels Margaret J.
Published: May 2008

The development of leisure tourism in Fairfax County, Virginia (USA) has been hampered by the perception that the county's expansion is geared towards business and residential growth rather than the development and promotion of primary tourist attractions. The purpose of this case study
is to examine the history and movement toward leisure tourism branding of Fairfax County as well as the formation of specific brand elements using an economic development perspective. Based on interviews with county tourism agency representatives, a three-stage process was delineated for leisure
brand development: 1) the presence, commitment and cooperation of key stakeholders; 2) a stable source of income to initiate and support branding strategies; and 3) the creation and promotion of branding elements. Destinations facing similar branding issues can benefit from the theory and
strategies highlighted in this case study.
Towards a Competitive Destination Brand in a Mass Market
Authors: Cai Liping A. , Qiu Henry , Li Guoxin
Published: May 2008

This study examined the attribute-based image of China's Heilongjiang Province as perceived by international tourists, and assessed the viability of the destination's brand statement, "Heilongjiang: Cool Province of China." The correspondence analysis revealed that in the minds of international
tourists, Heilongjiang was uniquely associated with the image of "snow and ice" and "border sightseeing." No other competing destinations were as distinctively identified with these two attributes. However, when the trip purpose was introduced into the analysis, it was found that the strength
of the association of the destination with these two attributes differed between the business and leisure segments. The business segment perceived the attribute of "nature scenery" as the most distinctive of the destination, followed by the attribute of "people and culture." The findings suggested
that while the destination's brand statement was in line with the perceptions of its international market in general, the perceptual differences between the business and leisure segments warranted prioritization of communication strategies specific to each segment. The findings were discussed
in the context of building a competitive destination brands versus marketing China as a homogenous destination. Given the mass tourism nature of China's market, a local branding approach was recommended, especially for those destinations that are on the margins and traditionally left out of
popular sightseeing routes.
Brand Cairns: An Insider (Resident) Stakeholder Perspective
Authors: Merrilees Bill , Miller Dale , Herington Carmel , Smith Christine
Published: May 2008

Usually destination branding is looked at from the visitor's perspective. However, previous literature does not adequately address the perceptions that residents have of their own place of residence. The residents are a major stakeholder in tourism and their perspective has been overlooked,
other than their views about tourists. To analyze this perspective, a structural model is developed to explain the formation of residents' attitude to their city brand (Brand Cairns) and further the path to explaining intentions of residents to act as "occasional tourists" in their own city.
The statistical tests demonstrate the validity of the structural model.
Different Tourists—Different Perceptions of Different Places: Accounting for Tourists' Perceptual Heterogeneity in Destination Image Measurement
Authors: Dolnicar Sara , Huybers Twan
Published: May 2008

We suggest that differences between tourists be evaluated as part of any destination image study. In doing so, one can avoid the potential pitfall of deriving one single destination image by averaging over individuals with possibly very different perceptions. A typology of destination
image measurement approaches is presented that provides a framework for the evaluation of past destination image studies and shows directions for future developments of destination image measurement. The perceptions-based market segmentation (PBMS) framework and indices derived from this approach
are proposed as one possible way to explore differences in destination images between tourist groups. An empirical data set is used to illustrate the proposed approach. The data consist of perception statements of 575 respondents who evaluated six Australian tourism destinations along four
dimensions.
Heritage Attractions and the Case of the Dutch Windmills
Authors: Moufakkir Omar
Published: May 2008

There are windmills in several countries in Europe; however, it is the Netherlands that is known as the country of windmills, because it has the largest concentration of windmills in the world. As heritage buildings, windmills contribute to national pride and to the tourism marketing
images of the country. However, the number of windmills has been decreasing. The decrease has traditionally been the result of natural catastrophes. Today, windmills are facing other challenges. The problem with most windmills, as is the case with other backdrop heritage attractions, is that
most of them do not have a direct use value. It has been a tradition that governments and associations fund windmills for their preservation as heritage objects, but governments downsizing for heritage has become a norm, especially when the economy is in recession. The purpose of this article
was to learn more about the Dutch windmills. Two face-to-face unstructured in-depth interviews with a former windmill association president had set the ground for a telephone survey to collect information from millers. This resulted in information about (a) windmill ownership, insurance, and
taxes, (b) windmill business, (c) millers and motivation, (d) windmill visitors, and (e) millers' opinion about the future of windmills.
The Alps: Challenges and Potentials of a Brand Management
Authors: Pechlaner Harald , Raich Frieda , Zehrer Anita
Published: May 2008

A tourist destination can be defined as a spatially encompassed unit comprising individual products, complex activities, and experience opportunities. To succeed in the international tourism market any destination has to create a brand concept, which serves as an umbrella and shows
the identity, personality, and distinctiveness of the destination. The European Alps are one of the most important recreation areas of Europe with about 370 million arrivals. Millions of people in the urban areas around the Alps (e.g., Milan, Munich, etc.) spend their holidays in this destination.
In this respect, the Alps are highly renowned and to a certain extent reflect a complex brand. The authors chose the Alps as it is an excellent example for umbrella branding that appears as typical in tourism. The article aims at analyzing the values and attributes entrepreneurs of four-star
hotels in the Alpine regions of Tyrol, South Tyrol, and Trentino are attributing to the Alps and communicating in their marketing strategy. The survey shows that there largely is consensus on how accommodation providers perceive the Alpine destination.
Pottery, Pride, and Prejudice: Assessing Resident Images for City Branding
Authors: Phillips Linda , Schofield Peter
Published: May 2008

An exploratory study of resident perceptions of Stoke-on-Trent was undertaken to examine the city's image from the community perspective—a key component of its brand identity. The community is also a key market segment for day trip tourism, which is playing an important role in
the city region's regeneration. Four dimensions of residents' images of the city were delineated; they explained nearly two thirds of the variance in the data. Three of the dimensions, together with community pride, were found to be significant predictors of residents' willingness to recommend
Stoke-on-Trent to others. Residents' image dimensions were significantly differentiated on the basis of age and marital status, but not on the basis of gender, socioeconomic class, or the presence of children in families. No significant differences in pride and willingness to recommend the
city to others were found in relation to socioeconomic variables with the exception of marital status on residents' willingness to recommend the city. The theoretical and practical implications of the findings are discussed and recommendations for further research are made.
Social Exclusion and Crime in English Seaside Resorts: Implications for Resort Restructuring
Authors: Agarwal Sheela , Brunt Paul
Published: May 2008

Although it has been documented in the academic and policy literature that some English seaside resorts are experiencing social exclusion, there is a dearth of understanding of its occurrence, nature, and extent. This lacuna is addressed through an examination of two Southwest English
seaside resorts: Ilfracombe and Torquay. Drawing on a database made up of separate "domains" of deprivation and on selected crime statistics, this article assesses the occurrence, nature, and extent of characteristics associated with social exclusion within these resorts. Further, the nature
of the tourist area and whether this has an impact on crime rates and patterns is also assessed. The study reveals a range of linked socioeconomic problems and crime being experienced, that when taken together relate broadly to social exclusion, and it highlights the extent of these problems.
In addition, it demonstrates that their nature and extent is reasonably similar across both resorts and suggests some important theoretical and practical implications for resort restructuring. This study thus makes a theoretical contribution to the fields of social exclusion and resort restructuring,
with practical value. By highlighting the occurrence, nature, and extent of social exclusion and crime in the context of postmature destinations, it makes a theoretical contribution to the understanding of the internal dynamics of resort change. In addition, some practical insights into resort
restructuring are provided, particularly in relation to its need to be less tourism focused. A future research agenda is suggested that may inform the design of more appropriate approaches to seaside resort restructuring.
The Paradox of Gay Men As Tourists: Privileged or Penalized?
Authors: Hughes Howard
Published: May 2008

The belief that gay men are intensive holidaymakers is examined within the context of citizenship and inclusion in society. It is argued that the idea of gays as being economically privileged and as intensive tourists is based on a restricted database. In addition, the tourism patterns
of gay men are examined and it is concluded that there are a number of issues that inhibit full participation in this leisure sphere. It is argued that the perpetuation of views of intensive and frequent holidaymaking has had undesirable consequences, including perceptions of gays as "privileged"
but also distraction of gays from the pursuit of "equality" in other spheres and the attainment of full citizenship.
There's a Nasty Smell in the Kitchen! Gender and Power in the Tourism Workplace in Wales
Authors: White Alan , Jones Eleri , James Diana
Published: May 2008

The tourism industry accounts for over 10% of employment in Wales and is a significant employer of women. Perceptions of equal opportunities (EO) by core staff (i.e., nonseasonal, full-time, and regarded by the employer as permanent staff in "proper" nonseasonal jobs) are important
in determining attitudes towards employment in tourism with implications for social inclusion. This article explores power relationships in tourism to identify reasons for continuing gender segregation and low pay among women. The study focuses on core jobs in hotels and visitor attractions
in Northwest and Southeast Wales to avoid bias associated with seasonal and part-time work. Rural Northwest Wales focuses on traditional family holiday markets; urban Southeast Wales focuses on business, incentive, and increasingly event tourism. Hotels are key to the Welsh tourism product;
visitor attractions may be public or private sector and enable comparison of the private and public sectors. The study draws on empirical research through a survey supplemented with semistructured interviews to consider the extent to which power has shaped the implementation of EO legislation
in Welsh tourism businesses and explores through staff perceptions of organizational practices, promotion, and job stereotyping/gender prejudice to examine attitudes to EO and how it is approached by business and staff. The 1975 Sex Discrimination Act and its legal framework provide an overall
context for the study. Funded by the European Social Fund and commissioned by the Tourism Training Forum for Wales, the study provides a rich contemporary picture of organizational culture relating to gender equality, social inclusion, and power as manifested in the tourism workplace in Wales
and its impacts on, and implications for, men and women. The article concludes that significant inequalities still exist in the tourism workplace and that bottom-up power mechanisms can override legislative top-down power mechanisms so that women are quiescent and feeling powerless to act.
The UK Travel Industry and Ethnic Minorities: Social Inclusion and Cultural Awareness
Authors: Klemm Mary
Published: May 2008

This article examines the issues of race and social inclusion in the British tourism industry. The UK, along with other countries of Western Europe, has substantial populations of non-white ethnic groups. Are these new citizens in the market for holidays and what is the attitude of
the tourism industry to them as potential customers and employees? This study examines the meaning and limitations of multiculturalism and the extent to which the travel and tourism industry in a multicultural society such as Britain is socially inclusive. Using evidence from a regional survey
of consumers of South Asian origin in Britain, focus group discussions, and tour operator interviews, we conclude that the travel industry in the UK, especially in the Yorkshire region, demonstrated a degree of racial segregation. Many UK travel companies had outdated stereotypical images
of ethnic minorities as only wishing to visit their ethnic homeland. A lack of market intelligence and cultural awareness was causing the UK travel industry to ignore a potential growth market, especially that of young affluent professionals from ethnic minorities. An audit of tourism training
revealed few young people from ethnic minorities training to work in the travel sector, resulting from poor perceptions of travel as a career among south Asian communities. The study also examined the problems experienced by Asian travel businesses in developing into professionally qualified
and bonded travel agencies.
Ethical, Career, Organizational, and Service Values As Predictors of Hospitality Traineeship Interest
Authors: Ross Glenn F.
Published: May 2008

The personal values held by individuals can have a powerful influence over behavior in the workplace. Such values exert a critical effect not only upon the vocational success of employees, but also upon the financial achievements of the enterprise within which they work. Human values within the workplace may be understood as comprising four domains: personal ethics, career values, organizational values, and service quality values. Each type of value, moreover, has been found to be a potent determinant of workplace problem solving. This study has sought to examine predictive associations between a range of ethical, career, organizational, and service quality values, and responses to future employment interest in the form of a hospitality industry traineeship. Findings suggest that hospitality industry traineeship employment was regarded as highly desirable; ethical values were among the most highly rated among the value precept types. Service quality values were found to be predictive of many of the traineeship employment responses, whereas ethical values predicted the most committed hospitality industry traineeship employment response. Ethical values also emerged as being associated with the employment acquisition response most likely to involve face-to-face interaction within the actual work context. Neither career nor organizational values emerged as salient in the prediction of hospitality industry traineeship interest. These results hold implications for both employers and for educational institutions. While findings in regard to personal ethics and service quality values might be looked upon as positive dispositions within prospective employees, a need was revealed for tourism/hospitality human resource managers to promote an awareness of the importance of dispositions that would lead to career enhancement and constructive organizational citizenship values. Educational providers might also participate in this process, facilitating within each individual the development of these work values, through an educational style that encourages a reflective, analytical, and problem-solving perspective.
Some Economics of Staging Festivals: The Case of Opera Festivals
Authors: Wanhill Stephen
Published: May 2008

In many instances festivals and events are designed to augment the tourist product of a destination. "Hallmark" events are stand-alone products that move from one destination another because it is what is happening at the time that is important rather than their location. Some events
become branded by their locations, such as, for example, the subject of this article, the Savonlinna Opera Festival, which is an annual event that takes place every July in the lake regions of Eastern Finland. The main purpose is to examine how the Festival goes about the economics of sustaining
itself financially and achieving its objectives. In terms of its operating characteristics, the Savonlinna Festival is similar to other well-known opera festivals by making use of performers from regular houses during their off season (the summer months) and including a guest company. As a
charitable organization, its underlying philosophy is one of service to the public at large through offering a quality experience that is comparable to other world-class venues. This is constrained by the requirement to break even "one year with another" from a variety of revenue sources,
of which some 60% comes from ticket sales. The article goes on to develop a revenue management model of the Festival in order to improve decision making, by enabling assessment to be made of the "downside" risk of making a loss. The model has general applicability and can be used to highlight
the validity of different pricing strategies.
Cultural Commodification and Tourism: A Very Special Relationship
Authors: Macleod Donald
Published: May 2008

This article concentrates on culture as a commodity: how culture is used to sell a particular destination, and elements of a culture that are sold to visitors and consumed. It draws on anthropological conceptions of culture and compares them to the way destinations have focused on particular
aspects of their own cultures and thereby defined the concept. By comparing examples where intensive fieldwork or study has been undertaken, conclusions are drawn relating the types of tourism experienced by a destination to the local use of culture as an asset. It is argued that there is
an underutilization of culture by some destinations, and that policymakers and others are missing aspects of culture that could give advantage to certain regions and their local population. Not only does this correspond to their understanding of the concept of culture, but also to their expectations
of market demand. The case studies illustrating the points above are based in the following regions: The Canary Islands, The Dominican Republic, and Scotland. The examples draw attention to the process whereby elements of indigenous cultures may become commercially utilized, as well as the
relevance of the social organization of tourism to choices and decisions involving commodities and the consumer in specific destinations. These findings suggest a way of understanding the processes that lead to globalized cultural experiences and at the same time ignore the rich and complex
diversity of cultures.
Joint Ventures and Indigenous Tourism Enterprises
Authors: Simonsen Ray
Published: May 2008

Collaborative ventures between indigenous Australians and mainstream organizations are increasingly promoted as solution to the problems affecting Aboriginal tourism enterprises. Drawing on case studies from Cape York and Gagudju National Park, this article analyzes the histories of
two large-scale indigenous tourism enterprises and their divergent responses to insolvency. Current directions in indigenous tourism development policy are evaluated, including the role of Indigenous Business Australia and its relevance to the development of sustainable tourism enterprises.
The article argues that the efficacy of collaborative arrangements in large-scale enterprises is limited by the presence of contrasting cultural values, social practices, and economic circumstances, and recommends a greater emphasis on cross-cultural understanding and comanagement in the development
and management of indigenous tourism enterprises. Acknowledging that small-scale ecotourism and cultural tourism ventures may be more appropriate, the article suggests even these may not provide the expected benefits and calls for greater caution in indigenous tourism development strategies.
Identity Tourism: A Medium for Native American Stories
Authors: Pitchford Susan R.
Published: May 2008

This article considers identity tourism, which comprises both ethnic and heritage tourism, as a medium for the projection of ethnic and nationalist messages. Marginalized peoples acquire "spoiled" or stigmatized identities through stories that use their alleged inferiority to "explain"
their position. They may counter the negative group images created through these stories by fashioning new stories of their history and culture, in an effort to set the record straight. Museums and other attractions that focus on a group's history and culture serve as a medium, in that they
provide opportunities to tell a revised story and build a revalued collective identity. The analysis draws from examples of Native American heritage attractions in Washington, Oregon and British Columbia to examine the specific properties of the medium of identity tourism, and how these properties
shape the messages that can be conveyed through it.
Influence of Mass Media's Coverage of Adventure Tourism on Youth Perceptions of Risk
Authors: King Rochelle , Beeton Sue
Published: May 2008

Perception is a complex construct that is influenced by a number of factors, including the mass media, which can produce a distorted view of reality. This is of significance to adventure tourism businesses because a person's perceptions of adventure, risk, and safety are what determine
whether they will participate. Research was undertaken to examine how the mass media's coverage of adventure tourism accidents influences youth perceptions of risk. It was found that the news media increases the perceived risk associated with an activity, but instead of discouraging youth
participation it actually encourages future participation intentions.
From Erewhon to Edoras: Tourism and Myths in New Zealand
Authors: Buchmann Anne
Published: May 2008

This article presents the case study of the Upper Rangitata Valley, Canterbury, where literary and film tourists meet in the high country of the Southern Alps of New Zealand. Both the literary myth of "Erewhon" and the film myth of "Edoras" are being used to promote the region and present
important case studies for mythical tourism in New Zealand. Samuel Butler published his tale of the Utopian society Erewhon in 1872 after having lived in New Zealand for 5 years. The book became a best-seller and established a new myth that endures until today. Within weeks of publication
a specific tourism to the high country of Canterbury begun that brought tourists to locations described by Butler. This early literary tourism was facilitated by the fact that Butler interwove existing geographical and botanical features with purely mythical ideas of a Utopian society hidden
in the mountains. And while the tourists sought the farmed high country scenery described in the book, they also visited the property and the homestead of the author. A hundred and thirty years later this early literary tourism faces a challenge by an unlikely rival. The set of "Edoras" of
the Lord of the Rings movies used another location in the Upper Rangitata Valley. And even though the set was finally disassembled, the location is now attracting film tourists. What are the characteristics of these special-interest tourism forms? Both support the claim that tourists
are seekers of myths and challenge the notion that tourists seek authenticity in their experience. It is interesting to note that both myths incorporated already existing images and used existing physical features to heighten the reality aspects of their telling. And both forms of tourism
bring characteristic challenges for the tourism industry and its stakeholders.
Promoting Tourism Through Popular Music
Authors: Kay Alick
Published: May 2008

The media in its many forms has been instrumental in popularizing tourist venues and can have the impact of introducing tourism to these places or boosting tourism numbers. An area that has not been explored in enough detail yet is the marketing of tourist attractions/venues in music,
which would be heard by substantial listeners globally. This would mean using techniques called "product placement" or "embedding," which advertisers have implemented for almost 40 years in promoting tangible goods in movies, television shows, and, more recently, in pop songs. A suggestion
is that such techniques could be used to promote tourist attractions/venues. This is somewhat different from the usual product placement because it may involve promotion of an image. However, it does mean that by choice of the type of song that specific age groups could be targeted. A notable
benefit may be that apart from the destination being featured in the lyrics, it may also be featured in an accompanying video clip.
The Development of the "Secrets" Image of South Australia
Authors: James Jane , Von Wald Denise
Published: May 2008

This article investigates the impact of a specific marketing campaign, aimed at raising awareness of both the image and attractions of South Australia, which would position South Australia as a holiday destination in its target markets. Most tourism (80%) in South Australia is from
the domestic market, but extensive research showed the key markets of Sydney and Melbourne didn't know what South Australia had to offer—and this was the major factor preventing growth in domestic tourism. Potential holidaymakers had few negative perceptions about the State; rather,
they were inhibited by a lack of information. In 1998, the South Australian Tourism Commission developed the "Best Kept Secrets" marketing strategy, which promoted authentic experiences and positioned South Australia as a compelling holiday destination. It involved extensive use of the media—cinema,
magazine and print advertising—and the nation's largest direct mail tourism campaign, which created a "sense of place" that derived much of its impact from the use of iconic vision and images of South Australia. The camera was all important in portraying that "secret" image.
Collaborative Methods in Researching City Branding: Studies from Hong Kong, Shanghai, and Sydney
Authors: Gammack John , Donald Stephanie Hemelryk
Published: May 2008

This article illustrates and reflects upon the nature of inquiry appropriate to the question of place branding, in particular, world city branding. Disciplinary research traditions including cultural studies, film studies, marketing, and psychology offer conceptual categories and valuable
modes of access to this area, and our concern here is to examine whether these compete or converge in forming understanding. Noting both the benefits and challenges of working across quite different paradigms of thought, vocabulary, and expected outcome, we discuss the possibilities of mutual
shaping or influence in interdisciplinary inquiry. Acknowledging issues in establishing a working and meaningful discursive field across disciplinary boundaries, interests, and methodological habits, we illustrate, using a range of qualitative, projective, and quantitative methods, the collection,
evaluation, and analysis of primary and secondary data in a current project. This looks at the major Pacific Rim cities of Sydney, Hong Kong, and Shanghai, and particular issues of their brand identity. While all three cities compete on the world stage for events, tourists, and investment,
they also are at the center of distinct film traditions, and have been rendered variously in popular imagination. We examine the representation of the city in the mind of some of its publics, and the relation of this to the requirements of branding. We find common ground in critical categories
including narrative, everyday life, and color, and view these as a plexus from which various discipline-focused inquiries may proceed. We also discuss how central notions of identity, character, and representation are conceptualized differently within disciplines, and note implications for
place-branding theory. We conclude that greater cross-disciplinarity is required for appropriate understanding, and that both tourism marketing and cultural (especially film) studies can learn from each other.
Humorous Sites: An Exploration of Tourism at Comedic TV and Film Locations
Authors: Frew Elspeth
Published: May 2008

The article discusses humor and the tourist experience, with a particular focus on formal humorous experiences when tourists visit comedy festivals or comedic TV and film locations. The article describes the three phases of the tourist experience in relation to humor (i.e., before travel,
during travel, and after travel). The article reflects on the importance of understanding the role of humor in the tourist experience, particularly in relation to the management of humorous sites such as comedic TV and film locations.
Low-cost Air Travel: Social Inclusion or Social Exclusion?
Authors: Baum Tom
Published: May 2008

The low-cost revolution that has impacted upon North America, Western Europe, and, increasingly, other parts of the world, is, on initial examination, a development that has created opportunity for wider travel for all sectors of the community. This is certainly true in terms of price
in that the impact of the emergence of low-cost carriers on major, generally short-haul, air routes has been to reduce headline prices significantly across all service providers. However, there are operating features within low-cost air travel which, notwithstanding price, may create barriers
to access for some sections of the community. This article looks at the operating features of low-cost airlines and evaluates these in terms of social exclusion criteria. Based on an exploratory study of consumers in Glasgow, Scotland, the article concludes that access to low-cost airlines
is considerably easier in both practical and perceptual terms for consumers with a flexible relationship to working and leisure time, and also access to the technology and financial systems required to avail of the best travel opportunities.