Traditional Vs Modern: Effect of Cultural Dimensions on Tourist Buying Intentions in the Context of Tourism Marketing (Published)
This empirical study delves into the intersection of cultural dimensions and tourist revisit intentions within the green restaurant sector. Leveraging co-variance-based Structural Equation Modelling (CB-SEM) to test hypotheses, the research scrutinizes data collected from 326 tourists who participated in an online survey after visiting green restaurants. The analysis aims to uncover how various cultural dimensional factors—such as collectivism, power distance, and uncertainty avoidance—play a crucial role in shaping tourists’ decisions to revisit environmentally friendly dining establishments. Preliminary findings suggest that cultural dimensions significantly influence revisit intentions, with particular nuances that could inform targeted marketing strategies for green restaurants aiming to enhance customer loyalty and promote sustainable dining practices. This study not only contributes to the broader understanding of consumer behaviour in the context of sustainable tourism but also offers practical insights for restaurant managers and marketers seeking to align their offerings with the cultural preferences of their clientele.
Keywords: Cultural Values, Structural Equation Modelling, Tourism, Tourist satisfaction, revisit intention
Tourism Service Quality Affecting the Satisfaction of Foreign Tourists: A Case Study Of Ho Chi Minh City (Published)
In recent years, there is competition among tourist destinations that has been very drastically. This competition of service quality has forced destinations to restructure to increase their competitive and to attract tourists. Therefore, the study goal is to find out the determinants affecting the satisfaction of foreign tourists in Ho Chi Minh City (HCMC). The researchers surveyed 600 foreign tourists who are visiting HCMC destinations and answered 29 questions but sample size of 565 samples processed. The data collected from June 2019 to December 2019 in HCMC. Simple random sampling technique. Cronbach’s Alpha and the exploratory factor analysis (EFA) analyzed and used for Structural Equation Modelling (SEM) technique. Foreign tourists’ responses measured through an adapted questionnaire on a 5-point Likert scale. Finally, the finding of the study has tourism service quality factor which affecting the satisfaction of foreign tourists in HCMC with significance level 0.01.
Keywords: HCMC., Quality, Satisfaction, Service, Tourism
Marketing Activities and Perceptions towards Domestic Tourism and Domestic Tourists (A Case Of Accommodation Providers In Sāmoa) (Published)
Effective Marketing strategies and techniques have contributed to the competitive survival and development of many tourism operators worldwide. Given Sāmoa’s geographic isolation as a holiday destination, marketing activities should aim to target both international and domestic tourists. However, the Sāmoan Government tends to focus predominantly on the promotion of international tourism. Domestic tourism and travel by local tourists is an area neglected by some tourism operators and domestic marketing and promotional activities are limited. This paper presents the results of a small scale study designed to investigate marketing activities, perceptions towards domestic tourism and the idea of locals as tourists from the view point of operators in the Accommodation Sector. Convenience Sampling identified a sample of 50 Accommodation providers for the study. The percentage method analysis confirms the existence of marketing activities. In spite of this, existing marketing activities are primarily designed to target international tourists. Talanoa Research Method (TRM) was used to conduct in-depth interviews. Thematic Analysis highlighted some interest among operators to invest in marketing activities however financial constraints, high preference for international tourists and personal motives limited interest and investment in marketing activities to target local tourists
Keywords: Accommodation Providers., Domestic tourism, Marketing, Sāmoa., Tourism
CONTRIBUTION OF BRANDING IN ENHANCING PERFORMANCE OF TOURISM SECTOR IN RWANDA (Published)
Strong branding has become a very important factor that influences consumer’s perceptions of a brand. Success in branding can enhance the performance of Tourism. This arises from understanding and managing the brand correctly to produce strong attributes that influence consumers when making their choices. Considering the increasing competition in the tourism industry, more governments have realized that branding can enhance Tourism and become a powerful tool to differentiate their countries and obtain competitive advantages by improving their image in tourism. The results have shown that the branding campaign in tourism is generally well developed and the image promoted corresponds in great measure with the one perceived by consumers. The value of this research concentrates on the fact that branding can enhance the performance of tourism in any Country. As a relatively new concept, branding still lacks empirical academic research. This study offers an original insight into branding as a tool in enhancing Tourism performance through image analysis. This research focuses on the importance of these dimensions (brand awareness, Tourism brand loyalty, Tourism brand image and perceived quality in enhancing the performance of the tourism sector in Rwanda ) of customer-based brand equity on consumer’s perceptions of a Tourism brand. This is based on the assumption that all these dimensions of customer based-Tourism brand equity have had influence on consumer’s perceptions of the Tourism brand. However, this project aimed to find out which among these three dimensions (brand image, brand loyalty and perceived quality) appears to have the least brand equity in Tourism with respect to Tourism brand awareness, Tourism brand image, and perceived quality and Tourism brand loyalty. A structured questionnaire was constructed to provide answers to research questions. In this study, over fifty questionnaires were distributed, and all of the questionnaires were realized. Despite the academic attention to branding in Tourism, there seems to be no clear path for authorities to follow in establishing their destinations as distinctive and strategic brands, A comprehensive research framework with both qualitative and quantitative methods was used to suggest and assess these brand elements, meanings, and assets for both supply and demand sides of the market.
Keywords: Branding, Development, Marketing, Performance, Tourism
CONTRIBUTION OF BRANDING IN ENHANCING PERFORMANCE OF TOURISM SECTOR IN RWANDA (Published)
Strong branding has become a very important factor that influences consumer’s perceptions of a brand. Success in branding can enhance the performance of Tourism. This arises from understanding and managing the brand correctly to produce strong attributes that influence consumers when making their choices. Considering the increasing competition in the tourism industry, more governments have realized that branding can enhance Tourism and become a powerful tool to differentiate their countries and obtain competitive advantages by improving their image in tourism. The results have shown that the branding campaign in tourism is generally well developed and the image promoted corresponds in great measure with the one perceived by consumers. The value of this research concentrates on the fact that branding can enhance the performance of tourism in any Country. As a relatively new concept, branding still lacks empirical academic research. This study offers an original insight into branding as a tool in enhancing Tourism performance through image analysis. This research focuses on the importance of these dimensions (brand awareness, Tourism brand loyalty, Tourism brand image and perceived quality in enhancing the performance of the tourism sector in Rwanda ) of customer-based brand equity on consumer’s perceptions of a Tourism brand. This is based on the assumption that all these dimensions of customer based-Tourism brand equity have had influence on consumer’s perceptions of the Tourism brand. However, this project aimed to find out which among these three dimensions (brand image, brand loyalty and perceived quality) appears to have the least brand equity in Tourism with respect to Tourism brand awareness, Tourism brand image, and perceived quality and Tourism brand loyalty. A structured questionnaire was constructed to provide answers to research questions. In this study, over fifty questionnaires were distributed, and all of the questionnaires were realized. Despite the academic attention to branding in Tourism, there seems to be no clear path for authorities to follow in establishing their destinations as distinctive and strategic brands, A comprehensive research framework with both qualitative and quantitative methods was used to suggest and assess these brand elements, meanings, and assets for both supply and demand sides of the market.
Keywords: Branding, Development, Marketing, Performance, Tourism