Rules of interpretation – qualitative research in tourism by incorporating legal science canons

Vogler, Ralf

doi:10.1080/13683500.2022.2122783

Cited by 4 publications

(1 citation statement)

References 59 publications

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“…Two phases of qualitative data collection were undertaken; the first phase involved 9 in-depth, semi-structured interviews with representatives from each campaign stakeholder, and the second phase involved 4 focus groups with UK residents. Qualitative research is increasing its presence and relevance in the academic literature of many scientific fields, including marketing, and to ensure the research is carried out rigorously, comparisons between different data sources is recommended (Vogler, 2022). In this research, two different sources of data were collected and analysed (interviews and focus groups), and comparisons were made.…”

Section: Methodsmentioning

confidence: 99%

Post-pandemic collaborative destination marketing: Effectiveness and impact on different generational audiences

Pascual-Fraile,

Villacé-Molinero,

Talón-Ballestero

et al. 2024

Journal of Vacation Marketing

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In a break from the traditional focus on destination image recovery in post-crisis scenarios, the COVID-19 pandemic required a different approach to collaborative destination marketing. This research aims to fill a gap in knowledge about the factors that drive post-pandemic collaborative destination marketing strategies, the objectives that are set, their effectiveness, and the different impacts on diverse age groups. Grounded in stakeholder and generational theories, this study examines an innovative collaborative marketing campaign for Spain in 2022. Spain's tourism rebounded swiftly that year, almost reaching pre-pandemic international visitor numbers. The campaign was collaboratively developed by TourSpain, the Spanish National Tourism Organisation (NTO), along with six regional and local Spanish Destination Marketing Organisations (DMOs), Expedia, and TripAdvisor. In-depth interviews were conducted with all stakeholder groups involved in the campaign, and this was complemented by focus groups with U.K. residents, grouped by generation. The findings revealed how the stakeholders reoriented their post-pandemic collaborative strategies to considering variables, such as customer journey stages and sociodemographic factors, to achieve branding and conversion objectives. The study also discovered that the campaign's effectiveness varied across different generational audiences. This research provides valuable insights for NTOs and DMOs in designing future post-crisis collaborative marketing initiatives.

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Section: Methodsmentioning

confidence: 99%