Tourism demand is becoming increasingly more discerning. It expects a well-designed and diverse product. This can be achieved with properly organised receiving-tourism facilities and services, and an array of attractions and entertainment events. Parallel to enhancing attractiveness, it is also necessary to strengthen and intensify internal and external marketing to ensure that a destination product and, in particular, its segments will find customers on the market.
Background: The relationship between Length Of Stay (LOS) and Metres Above Sea Level (MASL) of Climate Therapy Stays (CTSs) and their therapeutic effectiveness and efficiency has been under-researched in the last four decades. As a consequence, the potentials of short-term and low-altitude CTSs remain unknown. Objectives: The purpose of this study is twofold. Firstly, it aims to ascertain whether LOS and MASL are related to the percentage change of Forced Expiratory Volume in 1 second (FEV1) and the percentage change of FEV1 Compound Daily Improvement Rate (FEV1 CDIR % Change). Secondly, it aims to provide an evidence-based positioning of CTSs by considering the same specific variables. Methods/Analysis: The study focuses on young people (age ˂18) who have asthma problems. The Resource-Based Theory, postulating the valuability of natural resources generating above-average benefits, has been adopted as a conceptual lens. Primary studies carried out in eastern and western European countries and separately reviewed have been considered jointly. Spearman’s rank correlation coefficient was used to determine the relationship between LOS and MASL of CTSs with FEV1Change (%) and FEV1Change CDIR (%) as indicators of health improvements. The descriptive statistics were implemented in calculating standardized and aggregated values. Findings: Negative and significant relationships have been highlighted between FEV1 Change (%) and MASL and between FEV1 Change CDIR % and LOS. In other words, subjects can achieve significant health improvements even by experiencing very short climate therapy stays at very low altitude mountain centres. Considering the FEV1Change (%) and the FEV1 Change CDIR (%) of climate stays by duration and elevation, the evidence-based knowledge platform has been established as a possible framework for developing an evidence-based marketing strategy for new health tourism products. Novelty/Improvement:Notwithstanding the need for further research, the metrics facilitating interdisciplinary, human health and economic studies have been devised. Further research on the effects of low altitude climate therapy stays could help define the healing potentials of macro and microclimatic conditions as potentially valuable ‘health devices’ for those suffering from respiratory diseases living in the COVID-19 era. Quantifying these effects through further studies, an evidence-based approach to formulating marketing strategies may be devised, useful both for supporting public health provision and policies, and for facilitating practitioners in health tourism interested in offering nature-based activities for their clients. Doi: 10.28991/ESJ-2022-06-02-04 Full Text: PDF
Today in Croatia, discordant views can be encountered at local and regional levels regarding responsibilities for the development of towns, municipalities and counties as tourism destinations. This underlines the necessity of establishing a superior tourism organisation that would integrate the interests of local authorities, tourism organisations, tourism supply providers and residents, and that would, on the one hand, possess the legitimate authority, knowledge and vision needed for destination development, while, on the other hand, it would be accountable for the destination’s development.
As participants in creating a tourism offering and as initiators of tourist demand, travel agencies represent a key segment of the tourist market. Hence, the business results of these tourism companies will have a direct impact on realising tourism traffic in destinations. This makes it essential to analyse the business results achieved and the performance of travel agencies. The outcome of the analysis of business results and performance, together with the weaknesses and strengths identified in the operations of travel agencies based on an analysis of internal marketing factors, represent a basis for managers in making business decisions, as well as in carrying out analysis and research aimed at achieving enhanced business results and greater performance of travel agencies.
Purpose – This study focuses on common identity attributes of Croatian island destinations based on pull travel motivators. Its main purpose is to determine the significance of the gaps between the importance and performance of these attributes, as well as to examine their influence on overall satisfaction and destination brand loyalty. Methodology – The survey was conducted in Croatia in 2020, using two interrelated questionnaires designed for two target groups, domestic tourists and Destination Marketing Organization (DMO) managers. A total of 116 valid questionnaires were collected from tourists and 6, from the DMOs of all coastal counties. Importance-performance analysis (IPA) was applied, followed by a paired sample t-test and simple linear regression analysis. Findings – The IPA results show a negative and statistically significant difference between the importance and performance of natural and cultural attributes, making them the key points of future interest for DMO managers. The regression analysis results show a statistically significant and positive influence of all island destination attributes on overall satisfaction, and the significant positive influence of satisfaction on destination brand loyalty. Contribution – The research provides evidence on satisfaction and loyalty concerning the main motivation-based identity attributes of island destinations. The results can help DMO managers to reallocate marketing efforts from low- to high-impact areas to achieve satisfaction and brand loyalty. The findings can also help reinforce the collaborative marketing activities of Croatian island destinations based on common identity attributes.
As a business system, an enterprise represents a complex, dynamic, stochastic, open and organisational system. Certain specific features of a hotel enterprise as a business system of project business result from the activity it performs and from project-based business and development management. As an enterprise based on project business, its distinguishing features include the interconnectedness of business subsystems and the overlapping a hotel enterprise’s business function.
Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In exploring marketing communication means, insights from Van der Merve (2003) were used. A selling orientation-customer orientation (SOCO) scale (Periatt, LeMay and Chakrabarty 2004) was implemented for exploring travel agencies’ business orientation. In exploring travellers’ motivations, insights from Ružic, Turkalj and Racic (2003), and Tomas Summer (2010) were used. Findings – Research results indicate that additional efforts should be made in restructuring travel agencies’ promotional budgets. Marketing communication means are not used according to the efficiency of their allocation. Therefore, the efficiency of marketing communication means used for reaching target markets should be taken into account. Additionally, travel agencies adapt their business orientation according to the importance of market segments. But future development and interaction with market segments should also be taken into account when adapting business orientation. Originality of this research – The originality is evident in the insights it provides about travel agencies’ communication efforts on target markets. It is original because it applies a selling orientation-customer orientation to a travel agency setting, and its research results indicate that business orientation implementation depends on the target market.
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