Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality

Koç, Erdoğan; Ayyıldız, Ahu Yazıcı

doi:10.3390/su132111630

Cited by 19 publications

(7 citation statements)

References 106 publications

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“…Koc (2020) and Koc and Yazici-Ayyildiz (2021) put forward that in low-power distance cultures together with low levels of masculinity and high level of egalitarianism people may have a higher tendency to give more truthful replies to questions than people who are from the opposite of the above cultures. Hence, future research may be carried out to measure and compare self-efficacy beliefs and the presence of the Dunning–Kruger effect in these cultures.…”

Section: Discussionmentioning

confidence: 99%

“…Moreover, again, as recommended above, when developing scales researchers may be recommended to develop tests based on scenarios rather than self-report questions, experiments, data triangulation and neuromarketing tools to collect data to ensure that they prevent bias in their research. Koc (2020) and Koc and Yazici-Ayyildiz (2021) put forward that in low-power distance cultures together with low levels of masculinity and high level of egalitarianism people may have a higher tendency to give more truthful replies to questions than people who are from the opposite of the above cultures. Hence, future research may be carried out to measure and compare self-efficacy beliefs and the presence of the Dunning-Kruger effect in these cultures.…”

Section: Problemsolving Abilitiesmentioning

confidence: 99%

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Problem-solving abilities of managers: inflated self-efficacy beliefs

Koç

Yürür

Özşahin

2022

JHTI

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PurposeThis study compared the results of self-report and ability-based tests of problem-solving abilities of 144 hospitality managers working at hotels and restaurants through an online survey. In the first stage of the study, the managers were asked to fill in the self-report problem-solving ability scale by Tesone et al. (2010). In the second stage of the study, the managers were asked to respond to questions in a case-study-based problem-solving test.Design/methodology/approachProblem-solving is a key aspect of business process management. This study aims to investigate and compare hospitality managers' actual and claimed (self-report) problem-solving abilities. A lack of unawareness of the actual level of skills may be an important problem as managers who tend to have inflated self-efficacy beliefs are less likely to allocate resources, e.g. time, money and effort, to develop a particular skill or ability they lack. They are also more likely to take risks regarding that skill or ability.FindingsThe results of the study showed that there was a major difference between the results of the self-report test and the actual test. This meant that the managers who participated in the study had inflated self-efficacy beliefs regarding their problem-solving abilities, i.e. they operated under the influence of the Dunning–Kruger effect. The study showed that self-report tests that are commonly used in businesses in recruitment and promotion may not provide a correct level of people's abilities. In general, managers who have inflated self-efficacy beliefs are less likely to be interested in developing a particular skill due to the overconfidence arising from their inflated self-efficacy beliefs. The study showed that managers were less likely to allocate resources, e.g. time, money and effort, to develop a particular skill they lack and are more likely to take risks regarding that particular skill.Practical implicationsManagers in the hospitality industry appear to lack problem solving-abilities. While the hospitality managers assigned high marks for their problem-solving abilities in a self-report problem-solving scale and appeared to be performing significantly good overall in problem-solving, they performed poorly in an actual problem solving exercise. It is recommended that businesses rather than depending on self-report problem-solving scales, they should resort to ability-based scales or exercises that actually measure managers' problem-solving abilities. Also, as managers who had formal tourism and hospitality education performed poorly, tourism and hospitality programme managers at universities are recommend to review their syllabi and curriculum so as to help support their graduates' problem-solving abilities.Originality/valueThe study is original as no previous study compared managers' problem-solving abilities by using self-report and ability-based tests. The study has implications for researchers in terms of developing knowledge, ability and skill-based scales in the future. The study has also significant practical implications for the practitioners.

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Section: Discussionmentioning

confidence: 99%

Section: Problemsolving Abilitiesmentioning

confidence: 99%

Problem-solving abilities of managers: inflated self-efficacy beliefs

Koç

Yürür

Özşahin

2022

JHTI

Self Cite

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“…Culture is a driving force that directs individuals' beliefs, perceptions, attitudes, and behaviors; therefore, the marketing mix in tourism must be designed and performed by considering cross-cultural differences [38]. Moreover, in a recent study, it has been determined that the implementation of similar image campaigns prepared for Türkiye in different markets is inefficient, and it is necessary to make adaptations in this regard [39].…”

Section: Discussionmentioning

confidence: 99%

A Machine Learning-Based 10 Years Ahead Prediction of Departing Foreign Visitors by Reasons: A Case on Türkiye

Tutsoy

Tanrıkulu

2022

Applied Sciences

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The most important underlying reasons for marketing failures are incomplete understanding of customer wants and needs and the inability to accurately predict their future behaviors. This study develops a machine learning model to estimate the number of departing foreign visitors from Türkiye by reasons for the next 10 years to gain a deeper understanding of their future behaviors. The data between 2003 and 2021 are extensively analyzed, and a multi-dimensional model having a higher-order fractional-order polynomial structure is constructed. The resulting model can predict the 10 reasons of departing foreign visitors for the next 10 years and can update the predictions every year as new data becomes available as it has stable polynomial parameters. In addition, a batch-type genetic algorithm is modified to learn the unknown model parameters by considering the disruptions, such as the coup attempt in 2016 and the COVID-19 pandemic outbreak in 2019, termed as uncertainties. Thus, the model can estimate the overall behavior of the departing foreign visitors in the presence of uncertainties, which is the dominant character of the foreign visitors by their reasons. Furthermore, the developed model is utterly data-driven, meaning it can be trained with the data collected from different cities, regions, and countries. It is predicted that the departing foreign visitors for all reasons will increase at various rates between 2022 and 2031, while the increase in transit visitors is predicted to be higher than the others. The results are discussed, and suggestions are given considering the marketing science. This study can be helpful for global and local firms in tourism, governmental agencies, and civil society organizations.

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“…Booms & Bitner (1981) expanded the marketing mix by introducing three additional elements: people (participants), physical evidence (physical evidence), and process (process), resulting in the 7P's of Marketing Mix. The 7P's of Marketing Mix have applied in many business researches including tourism (Ray et al, 2017;Indrayanti et al, 2020;Koc & Ayyildiz, 2021). For Indonesian context, Rahayu et al (2018) found that product, price, place, promotion, and people had an impact on tourist decisions.…”

Section: P's Of Marketing MIX Strategymentioning

confidence: 99%

The impact of 9P’s of marketing mix strategy towards the decision to purchase halal tourism services

Karsono

Salma

2023

J. Islam. Econ. Lariba

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IntroductionHalal tourism has become one of the trends in the tourism industry, including in Indonesia. However, the research on character education-based halal tourism is still limited in number. ObjectivesThis study aims to analyze the impact of the 9P's of the Marketing Mix strategy on purchasing decisions at PT Gaido Travel & Tours, Kudus Branch, a provider of character education-based halal tourism services. MethodThis quantitative study uses convenience sampling to collect data from of 100 prospective customers who expressed interest in PT Gaido Travel & Tours, Kudus Branch, services. The questionnaire utilized a five-point Likert scale, ranging from 1 to 5, to capture participants' perceptions and opinions related to the research variables. ResultsThe result shows that all the variables ie. product, price, promotion, place, physical evidence, people, processes, productivity, and priority, positively influence purchasing decisions both individually and simultanously. Furthermore, the model in this study can explain approximately 60.6% of the variation in purchasing decision of character education-based halal tourism services. ImplicationsThe company to uphold exemplary customer service and continuously enhance the execution of the 9P's of Marketing Mix strategy. This entails fostering a culture where employees are attentive to customer needs and refining the price strategy by incorporating enticing features that aligns with industry standards.Originality/NoveltyThis study provides insights on how 9Ps of the Marketing Mix strategy can be implemented for a character education-based halal tourism services provider.

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Culture’s Influence on the Design and Delivery of the Marketing Mix Elements in Tourism and Hospitality

Cited by 19 publications

References 106 publications

Problem-solving abilities of managers: inflated self-efficacy beliefs

Problem-solving abilities of managers: inflated self-efficacy beliefs

A Machine Learning-Based 10 Years Ahead Prediction of Departing Foreign Visitors by Reasons: A Case on Türkiye

The impact of 9P’s of marketing mix strategy towards the decision to purchase halal tourism services

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