Clustering Sustainable Destinations: Empirical Evidence from Selected Mediterranean Countries

Glyptou, Kyriaki; Kalogeras, N.; Skuras, Dimitris; Spilanis, Ιoannis

doi:10.3390/su14095507

Cited by 6 publications

(8 citation statements)

References 45 publications

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“…A destination's internationalization is important as it creates opportunities for foreign income flows to the destination's economy, as well as information and knowledge sharing, improvements of the destination's reputation, low dependency on domestic tourism sources, and high levels of overall sustainability [29]. Glyptou et al [17] proceed to a cluster analysis of performance rankings of Mediterranean destinations, concluding that sustain-able destinations are characterized by high economic and social performance combined with a low environmental footprint.…”

Section: Sustainability and Tourism Destinationsmentioning

confidence: 99%

“…However, there seem to be no studies-at least according to authors' knowledge-that examine the impact of travel influencers in sustainable destinations. This would be interesting as these destinations offer many advantages of economic and social development with a low environmental burden and are constantly multiplying and present a growing interest [17].…”

Section: Introductionmentioning

confidence: 99%

“…Moreover, these data have been considered beneficial elements for further boosting a destination's brand image, which is usually represented by geographic elements, such as coastal, mountainous, rural, and urban areas [21]. However, no evidence from sustainable destinations exists, although these elements could be part of the overall sustainability factor that is essential for a destination's internationalization in an increasingly competitive tourism market, usually measured at a national level [17].…”

Section: Introductionmentioning

confidence: 99%

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Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

2023

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Instagram is a critical tool for the selection of tourism destinations. Instagram travel influencers seem to play a significant role in this process, often using geo-location data to make their posts even more impactful. However, there is no evidence of them performing such a role in sustainable destinations, although these destinations are increasing and to a large extent are the future in tourism. This paper aspires to shed light in this area focusing on sustainable destinations. Specifically, the purpose of this paper is to examine (a) the role of Instagram travel influencers in shaping users’ opinions of a sustainable destination and (b) the importance of geo-location data used by influencers to the users’ selection of such a destination. Thirty sustainable tourism destinations, as posted between 2017 and 2019, were selected for examination by using 10 Instagram travel macro-influencers’ power derived from their followers’ interactions on posts. The study used a mixed method approach combining cross-sectional and quantitative data analysis. Panel data and a multiple hierarchical analysis using SPSS Statistics were implemented to test the hypotheses. Finally, a regression model was used to try to identify the relationship between geo-location data and the selection of sustainable tourism destinations. The findings show that Instagram travel influencers, as social media communicators, are positively related to the selection of a sustainable destination. However, the use of geo-location data by Instagram travel influencers does not enhance travelers’ intention for such a choice.

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Section: Sustainability and Tourism Destinationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

2023

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“…The Ward clustering method was most relevant in segmenting respondents and performed significantly better than the other clustering methods used in the study. Other studies have also found Ward's method to be a useful clustering method for segmenting sustainable destinations [107,108].…”

Section: Main Conclusionmentioning

confidence: 99%

The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods

Gheorghe,

Tudorache,

Roşca

2023

Sustainability

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Against the backdrop of increasing concern for the environment, tourism activities have had a mixed impact. For example, in the field of marketing communications, the last few years have seen many companies promoting “green” tourism. In this context, this article aims to identify the group(s) focused on green tourism or sustainable development in order to predict their future trends. To achieve this objective, quantitative research was conducted based on an online survey distributed through social media. Several objectives were considered in the research, focusing on the behavior of the respondents, the decisive elements in choosing a destination, the analysis of socio-demographic characteristics, and the identification of groups oriented to the practice of green tourism. Univariate analysis was applied to the collected data (to identify the most appropriate variables for clustering) and multivariate analysis (using three types of methods: Ward, Centroid, and Two-Step Cluster). The following results emerged from the research analysis: characteristics of each segment in relation to question nine and profiles of all segments, of which the most representative (two, five, and six) stand out. The segments extracted with Ward’s method were created by the authors to highlight the most important characteristics: Smilers, Ecologists, Villagers, Relaxed, Luxury, Ecotourists, and Jobless. The research results contribute to a deeper understanding of Romanian customers’ needs when choosing a green destination, but also support the business community by providing economic actors with access to data to segment their solutions and services offered to customers, as well as the possibility to develop tailored products/services. The study represents a new approach to tourism and ‘green marketing’ in Romania by being the only one that shows to interested parties the seven specific consumer segments for the green tourism market in Romania, one that approaches the two fields in close connection. The results represent a significant theoretical advance for travel and tourism studies and provide valuable insights into the green tourism sector.

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“…Several brand elements also have been evaluated to provide the basis for destination organizations to create a strategic destination brand by considering a supply and demand perspective (TASCI -GARTNER 2009). Nowadays, tourism destinations often utilize branding to provide a unique identity related to sustainability value (GLYPTOU et al 2022, LŐRINCZ et al 2021, CSAPÓ, J. -TRÓCSÁNYI, A.…”

Section: Introductionmentioning

confidence: 99%

Sustainability and destination branding: a review of research trends

Kusumaningrum¹

2023

TVT

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Branding plays an essential role in communicating and maintaining the sustainability value of a tourist destination. Therefore, some research attempt to empirically incorporate sustainability in tourism related research. Nevertheless, a bibliometric study investigating the progress and trend of research on sustainability and destination branding is still limited. This study investigates state-of-the-art research on sustainability and destination branding using the bibliometric analysis method. A sample of 329 documents published on Scopus is processed and analyzed based on performance analysis and science mapping techniques in the bibliometric approach, particularly the citation and co-word analysis. The VOSviewer software helps understand the research trends and opportunities of research on sustainability and destination branding through the network, overlay, and density visualization. In brief, this study delivers an understanding of the critical aspects of the bibliometric study, such as the context, the content, and research opportunities concerning research of sustainability and destination branding.

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Clustering Sustainable Destinations: Empirical Evidence from Selected Mediterranean Countries

Cited by 6 publications

References 45 publications

Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case

The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods

Sustainability and destination branding: a review of research trends

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