Positioning Warrington for Day Trip Tourism: Assessing Visitor and Non-Visitor Images

Peter Schofield* - Linda Phillips** - Kate Eliopoulos***
* University of Salford
**Staffordshire University
***University of Salford

Abstract
The paper reports the results of exploratory research into visitor and non-visitor images of Warrington in the Northwest of England, a project designed to inform the development of the town’s day trip tourism product and its positioning strategy. Warrington’s visitor and non-visitor images were largely undifferentiated on the basis of socio-economic and behavioral variables. In general, visitor images were more positive than non-visitor images and Warrington’s image improved with increasing visitation and familiarity. Five factors explain just over 60% of the variance in visitors’ image attribute ratings and just under 55% of the variability in visitors’ overall satisfaction. Visitor perceptions of Warrington’s negative attributes have the largest impact on satisfaction. Opinion is divided on the town’s suitability for a day trip, although there is general agreement about its potential. The limitations of the research and the implications of the results are discussed and recommendations are made.

Keywords: destination image, positioning, visitors and non-visitors, day trips.

The Development of a Destination Management System (DMS) in South Tyrol

Anita Zehrer* - Harald Pechlaner**- Barbara Hölzl***
*Institute for Management and Tourism
**Catholic University of Eichstaett-Ingolstadt
***Institute for Management and Tourism

Abstract
Recent changes in modern information and communication technologies have resulted in a big challenge to create new interfaces among service providers and tourism organizations like a Destination Management System (DMS). The information revolution has reduced the transaction costs of communication and further democratized access to information and knowledge. DMO management generally requires a certain amount of cooperation and networking among the actors involved, which is highly complex and often results in high transaction costs. These costs may be decreased by means of a well-structured DMS. In South Tyrol, the northern-most province of Italy, a project was carried out by the European Academy of Bozen-Bolzano (EURAC) from 2001 to 2004, to develop a DMS for the thirteen DMOs of the province. After the project was successfully piloted by the destination ‘Eisacktal valley’ in the year 2001, it was extended to all regional tourism organizations of South Tyrol with the Upper Pusteria Valley presented as a case study in the paper. The article draws insights from the transaction costs theory of the New Institutional Economics on the potential role of DMOs in inducing a technological and strategic tool for the tourism industry.

Keywords: Destination Management Organizations (DMOs), Destination Management System (DMS), transaction costs, South Tyrol.

Internet Use in the Lodging Industry: Attitudes, Opinions and Perceptions Towards its Implementation

Joan B. Garau Vadell
Universitat de les Illes Balears

Abstract
New information technologies, and especially the Internet, are increasingly being used in the tourism sector. However, not all the sector actors are incorporating the internet at the same speed. In the mass tourism destination of the Balearics its use in the lodging industry is still low, although growing at a high speed. In this respect, this paper analyzes the current internet use among the lodging industry of one of the most traditional mass tourism destinations of the Mediterranean, the Balearic Islands for B2C, B2B and B2A purposes. It also presents the results of an opinion and attitude survey towards the future of internet in the lodging industry, in which major differences of perception among different types of lodgings can be perceived.

Keywords: Internet, B2C, B2B, B2A.

Satisfaction and Dissatisfaction of Japanese Tourists in Turkey

Meral Korzay * - Maria D. Alvarez**
* Boaziçi University
** Boaziçi University

Abstract
Previous research has identified tourist satisfaction as an important concept in establishing the performance of destinations. Given the increasing level of competitiveness, it is essential for destination management authorities to understand the main factors causing satisfaction / dissatisfaction for visitors. The present research is based on data collected from Japanese tourists visiting Turkey. Through open-ended questions, a list of main reasons why tourists were satisfied or dissatisfied with their visit to Turkey was obtained and analyzed using content analysis. The results point to the importance of the tourist-host community interaction and the perceptions of tourists in relation to the host community, and the need for further research to test empirically the effect of these on the tourist’s satisfaction with the visit. Managerial implications related to the competitive positioning of Turkey are derived from this conclusion and from the analysis of other factors affecting Japanese tourists’ satisfaction with their visit to Turkey.

Keywords: Tourist – host community interaction; tourist satisfaction; destination marketing; Japanese culture; Turkey; content analysis.

Online Mass Customization: The Case of Promoting Heritage Tourist Websites

Yaniv Gvili* - Yaniv Poria**
* Ben-Gurion University of the Negev
** Ben-Gurion University of the Negev

Abstract
Mass customization is a concept that has been discussed extensively in marketing literature. In this study the rationale of its application in the context of the management of a heritage site website was examined. Prospective visitors (N=151) to a major Islamic art museum in Jerusalem were surveyed. The results indicate that tourists’ perceptions of a heritage site relative to their own personal heritage are linked to the nature of information sought. The results support a significant relationship between easily- tracked demographic characteristics of the tourists (e.g., religion) and their perception of the site. Implications for marketers and tourist website managers are presented.

Keywords: Internet marketing, mass customization, website management, heritage tourism.



The Corellification of Cephallonian Tourism

Kerry O’Neill - Steve Butts*- Graham Busby**
* University of Plymouth
** University of Plymouth

Abstract
Research suggests that popular media such as literature, television and cinema films can increase visitor numbers to featured destinations. This study investigates the ramifications for the Cephallonian tourism industry, following the success of the novel and subsequent film ‘Captain Corelli’s Mandolin’. In situ observations to establish the extent of related commodification discovered neither managed attractions nor significant promotion of the ‘Corelli’ theme. Those Cephallonian residents who participated in a quantitative survey were fully aware of local ‘‘CCM’’ links, with a majority maintaining positive perceptions of tourists despite their increased numbers. This study contributes horizontally to the broad band of literature concerning general perceptions of tourism, whilst vertically advancing existing knowledge in the niche area of film and literary tourism.

Keywords: Authenticity, Captain Corelli’s Mandolin, Cephallonia, literary tourism, film- and movie-induced tourism.