This world is not rosy and we are all aware of it. Our life is made of "contrast" between what we call "good" and "bad", "negative" and "positive", what we like and what we do not like. Live better and manage your hypersensitivity and emotions Hypersensitivity, a vast subject: This state is an integral part of the personality of the gifted, it is a neurophysiological reality. It is an attempt to explain what tree thinking or analog thought is about linear or sequential thinking. The gifted and love 1This fear will stop him. Includes bibliographical references and index. Issued in print and electronic formats.
ISBN hardcover 1. Ray, Nilanjan, , editor II. Das, Dillip Kumar, , editor G Ray, Nilanjan, editor. Toronto ; Waretown, NJ: Apple Academic Press Toronto, A1 ebook LCC G T print DDC Some content that ap- pears in print may not be available in electronic format. For information about Apple Academic Press products, visit our website at www. Ray has published over 40 research papers in national and international refereed, peer-reviewed journals and proceed- ings, and he has edited research handbooks from IGI-Global USA. He has been a reviewer for the journals Tourism Management, the Journal of Service Marketing, the Journal of Business and Economics, and the Research Journal of Business and Management Accounting and has served as an editorial board member of several refereed journals.
Ray is a life-member of the Inter- national Business Studies Academia.
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His areas of research interest are ecotourism, tourism impact studies, and travel agency management. He has over 15 years of academic experience in tourism education. His areas of specialization are insurance, capital markets, and management of Apple Academic Press microfinance institutions. He has authored four books and completed three research projects. He has contributed many research papers to national and international seminars, conferences, and workshops.
He has also coordi- nated a refresher course, an entrepreneurial development program, and four qualified institutional placement QIPs. He has special interests in contemporary issues such as micro Author Copy insurance, corporate governance, and public system management. He was formerly Coordinator at Technical Cell, V. Determinants of Tourist Visits in Destination Development: An Empirical Analysis of Sikkim Intention to Revisit a Tourism Destination: An Empirical Study of Bundelkhand, India Coordination of Tourism Supply Chain Management Potential of Geospatial Mashups for Tourism Marketing Evidence from Kamarpukur, West Bengal, India Tourism Marketing in Nagaland: Evidence from Thimphu, Bhutan Development of Tourism in Myanmar Juan Luis Martinez Padilla Index Tourism is now a booming fast-growing industry, next to the oil and jewelry industries.
In the next few decades, tourism will have a poten- tial role in different ways, such as in human resources, in the economic growth of a country, and in the improvement of wealth and productivity. The impact of tourism has great potentiality. Each and every destination has its unique culture, traditions, food habits, folklore, crafts, languages, etc. Tourism is the largest industry worldwide in terms of employ- ment and gross domestic product. The tourism industry has been growing rapidly as well as changing at a fast pace.
As more people are interested in spending holidays in nature, ecotourism, as well as rural tourism, has become an important segment of the tourism industry. This creates opportunities in areas characterized by natural attractions, wildlife and wilderness habitats, agriculture, farm stays, local crafts, bird watching, local cuisines, etc. Local communi- ties may beneit in economic terms as well from ecotourism, as it creates employment opportunities and fosters commitment to conservation and sustainable development.
With the rapid growth in the tourism industry, the need for marketing is necessary and, in particular, all communications related to marketing with an objective of reaching the target audience. Marketing is a way of thinking about a situation that balances the needs of tourists with services or variety of recreations available in the destinations. Various types of information should be available, such as, for example, the general geographical, historical, and cultural background of the area, the attractions, facilities and services and their costs, etc. Last but not the least, this volume is focused to present a variety of Apple Academic Press practical application tools, skills, practices, models, approaches, and strat- egies that are proving themselves in practice—demonstrating effective- ness while managing diversity and innovation.
The overall objective and mission of this volume is to share a different pattern of research work that will provide a platform for new avenues in overall infrastructure, socio- economic conditions, and modern tourism business infrastructure. This publication also provides some recommendations and policy implications Author Copy to the government as well as private agencies, including NGOs intending to promote organizational infrastructure for consistent economic develop- ment and positive social change worldwide.
This volume has mainly covered marketing aspects of tourism but also keeps in mind different allied tourism-related services like hospitality, destination infrastructure, service gaps, etc. Rina Ray, for their unending inspiration and for standing beside me throughout my career and while I was writing this book. I would like to especially thank my doctoral supervisor and teacher, Dr. Professor, Department of Tourism, the University of Burdwan, West Bengal, India, for guiding me and helping me develop the applica- tions for this project and for giving me the freedom to manage my projects and for providing the necessary time and resources toward the applications and databases.
I would like to thank Dr.
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Mahmood Khan for giving me the opportunity to publish this volume. I would also like to thank to my co-editors, Dr. Dillip Kumar Das and Dr. Raj Kumar, for providing the help to complete this project smoothly. I appreciate that they believed in me and provided the leadership and knowledge to make this book a reality. I would like to thank the staff at Apple Academic Press. In particular, I wish to put on record the timely guidance and cooperation I received from Mr. Ashish Kumar and Mr. Rakesh Kumar of Apple Academic Press. Last but not the least, I am also grateful to all the authors whose valued contributions have enriched the volume.
A Strategic Approach ABSTRACT This chapter attempts to describe the growth strategy of the largest hotel Apple Academic Press company in Latin America, Grupo Posadas SA de CV, through an analysis of its evolution on the theory of resources and capabilities, identifying the competitive advantage that has positioned itself in the market against competitors, before the dynamic environment of the tourism sector, seeking competitiveness through development of integrated work teams information technologies.
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Likewise, the ability of the company to create a corporate culture aligned with the commitment to the interests of the same Author Copy has allowed it to implement successful strategies, thus favoring its growth through brand diversification, reduction costs, and economies of scale. In Mexico, this sector has an important contribution to the creation of jobs, and a contribution of 8. In terms of inter- national tourist arrivals, it refers to the country level as a leader in Latin America, recognized among the 15 countries with the highest percentage in this area, which generates an outlay of Within the growth strategies of hotel companies are identiied manage- ment contracts, centralized services, and standardization, as reservations, service evaluation systems, cost reduction, and optimization of resources, which could be summarized in distribution networks.
In developing this document, irst the history of Grupo Posadas was reviewed; then the unit of analysis was performed, identifying strategies that strengthen its competitiveness in the hosting industry nationwide. Later, in the conceptual framework, a relationship was done with the theory of strategic management, concluding that information technologies are resources that guarantee the creation of competitive advantage of the company and has been the key success element in the growth strategies of the company.
Grupo Posadas 3 The inluence of information technology has become a key issue in the tourism sector, generating changes in operating companies that comprise it and the quality of services offered. This action results in an approach to Apple Academic Press customer needs and thus better services, optimizing resources, encouraging customer loyalty and recommendation, and productivity.
It can be seen that in activities such as reservations and selling services via the Internet, it is through the implementation of information technologies in tourism businesses. This application creates a more dynamic interaction with customers, and gives added value to the company. Peppard deines information technology as a mechanism that facilitates the handling and Author Copy information low in a company and between companies.
The company decided to join the Mexican Stock Exchange in , which deined its present name: Since , Grupo Posadas has reached a total of 64 hotels in operation and started a process of transformation focused on the training of human capital and closer to the customer, and reducing costs through vertical inte- gration, creating companies suppliers facilitating own processes through diversiication, caring property rights which have increased the economic value of resources Libecap, OPI currently operates in coor- dination with the Time Zero tool that focuses on developing strategies for maximizing rate and availability control.
Grupo Posadas 5 1. Additionally, Peng brings the tripod of the strategy to ensure the success of the company through sustained competitive advantage in the frame VRIO resources, valuable, rare, dificult to imitate, organization, noting that innovation generates higher level of competitiveness. In this sense, the approach is justiied in theory of resources and capacity for this analysis. Grupo Posadas has innovated in the process, which has brought a sustained competitive advantage and that in response to changes in the redesigned environment, resulting in continuous improvement.
One of the advantages that the company has over other competitors in the same market, understood as a competitive advantage is the training and develop- ment of employees in the new designs of systems that generate a personal- ized service, and unlike the competition, this advantage can be identiied as unique as those created and designed by Posadas. These systems used by Posadas are own developed and the property rights are recorded and registered, therefore, this advantage can be explained within the diamond framework of Porter as it is identical as follows.
A Providers, where the unit of analysis has no dependency from any service supplier of the services that Grupo Posadas provides. C The rivalry between competitors, where the hotel industry is very competitive, influenced by prices where the company through benchmarking remains at market prices. Grupo Posadas 7 diversifying its products and currently has seven brands to satisfy different market niches, and the sales force, which is characterized by a rapid and efficient response to the client, using systems such Apple Academic Press as Time Zero coordinating requests with Revenew-OPI that also optimize not only response time but also customer revenue, facili- tated by centralizing inventory of Konexo.
E Finally, substitutes in this sector are infinite, but do not exceed the investment in information technology of the group. Further to the ive revised forces, Porter suggests three strategies to be followed by the company, which in this analysis are the following: Grupo Posadas remains within this struggle with their business strategies benchmarking, experience in the market, and its continued expansion through economies of scale.
The company has variety of products or brands aimed at different market segments differentiated according to the needs and preferences of customers, with personalized service and recognition of customer loyalty. Geographically, the hotel chain covers about 60 cities, making sure that depending on the area where it operates the customer needs are met. Using the Schumpeter framework, it is possible to identify Grupo Posadas del follows: A Strategic Approach B Role of acquisition and exploitation of information.
The company keeps abreast of new trends, forward-looking, encouraging its creativity in innovation of products to meet different market Apple Academic Press segments. C The role of organization and coordination of distribution of production. The structure of the company has been shaped by the ability of managers in management. The development of competitive advantage results from the relation- ship between resources and processes of an organization.
In this sense, Author Copy Javier Barrera, CEO of Grupo Posadas New Business highlights in the annual report that technology is the facilitator in the development of unique competitive advantages for guests because of the interaction with the distribution channels, through the use of information technologies and best practices, to promote their hotels Posadas, In analyzing the strategies that positioned Grupo Posadas as the leader in the hotel industry, to find that identifying internal resources can create competitive advantage in the market and linking strategies to theories of strategic management, mainly resources and capa- bilities, suggesting further analysis with a special review on the influence of information technology as it has been the resource that has driven the different strategies of the company.
Grupo Posadas 9 1.
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This resource gives Grupo Posadas innovation capacity in the process, resulting in the creation of differentiation based on competitive advantages, strengthening the competitiveness of the company in the sector. Also, it shows the customization capabilities and reconiguration in Author Copy business processes, extending the range of products, based on informa- tion obtained on the preferences of its customers.
Finally, the theory of resources and capabilities allows knowing strengths and weaknesses of the companies, helping develop opportunities and neutralize threats, bene- iting the development of strategies. Information Technology and Corporate Strategy: The Resource-based Theory of Competitive Advantage: Implications for Strategy Formulation. An Integrated Approach; Mifflin, H. Contracting for Property Rights. Ranking del turismo mundial , www. Estrategia Global, 2nd ed.
A Theory of the Growth of the Firm. The Firm in Theory. Author Copy Peppard, J. IT Strategy for Business. Reporte Anual , Mexico, , pp — The Argumentative, Multiple-source Paper: Writing , 10 2 , — Ediciones Insumos Latinoamericanos, There are several reasons of this disparity adversely affecting tourism industry.
In some cases, it is not clear as to whether this disparity has resulted in unsustainable practices or vice versa. However, various root causes were sought to identify and explain this regional disparity or destination disparity. Alpine State Sikkim is primarily known as an exotic, idyllic, multiethnic Indian hilly state since with its distinct biogeographic and sociocultural characteristics.
Being one of Author Copy the successful and mature alpine Indian states, tourism development in Sikkim needs research oriented efforts for development and planning. So, a survey was conducted to collect the primary data in three different places of Sikkim, namely, Gangtok, Namchi, and Mangan to assess tourism development. Two sets of different questionnaires were prepared for guests and hosts to know why tourists travel and what impact variables are predominating in Sikkim. In a nutshell, this chapter has also empirically examined the tourist arrival and consequent purposes contrib- uting to tourism impacts and resulting in destination disparity.
Sikkim is famous for scenic valleys forest, snow clad mountains, magnificent Buddhist culture and heritage, and peace-loving people. Though small, the environmental, social, and cultural diversities are not so. Sikkim has a variety of mineral resources including coal, limestone, iron ore, graphite, pyrite, etc. The temperature in the bottom of the valleys up to m situated at lower elevations, particularly during summers, are similar to the monsoon type climate. The temperature starts falling between m and m above sea level and the place enjoys cool temperature climatic conditions and further up — m it is cold temperate climate.
Arctic type of Author Copy climate is found above m. A detail of geodemographic and political figure is given here in the following paragraphs. Sikkim is ecologically a fragile region. The state has the responsi- bility to conserve its rich biological diversity that includes coexistence and protection of over species of angiosperm one-third of the total national angiosperms. In the category of small states, Sikkim was among the irst three best performing states in the ield of law and order, health and investment scenario while, begged the irst rank in the ield of educa- tion.
The annual rank of the state in the category of smaller states is ifth. Sikkim has recorded several signiicant gains in the human development indicators after merging with India as the 22nd state of Indian union. Women enjoy many freedoms and have recorded signiicant gains in the race of overall human development. However, like in many parts of the world, they still live in an unequal world.
After becoming 25th state of the Union Government of India in the year , the rapid development activities ushered in a new era of tourism in Sikkim. Increased accessibility by roadways and air transport, rapid socioeconomic development, competi- tive advantage both from the side of the destination, and geographical proximity to tourist generating states contributed to the development of tourism in Sikkim.
A Strategic Approach destination as an amalgamation of tourism products offering an integrated experience to consumers, while some other scholars claimed it to be the tourist product itself that in certain markets competes with other prod- Apple Academic Press ucts. Many scholars during the last 90s outlined the characteristics of a tourist destination in the context of a single district, town, city or clearly defined and contained coastal, rural, or mountain area as having a total tourist product based on a variety of resources, other economic activi- ties either in conflict or complementary to tourism, a host community, public authorities responsible for planning the resources, and an active private sector.
Howie further proceeded with the view that destination management plays a key role in addressing the many and sometimes conflicting issues that arise in contemporary tourism and ensures its managerial implications with a different type of direction, control, planning, and coordination. So the meaning of destination presented complex challenges for management and development in that those places essentially served a range of needs of tourists and tourism-related businesses as well as the resident commu- nity, local businesses and industries. Some authors Leiper, studied the tourism destina- tions from the demand perspective and identifying it as a set of prod- ucts, services, natural, and artificial attractions able to draw tourists to a specific place, where the geographical location is simply one of the factors in tourism system.
Some studies specifically examined categories within the supply system while other still highlight the critical role played by the actors that manage tourism destinations. So, it was important to clarify and emphasize the important distinctions that existed between destination policy, planning and development DPPD , destination management orga- nization DMO , and destination audit DA. According to Smith , a destination zone is a matter of specifying the characteristics of a region and then identifying the Apple Academic Press areas that met those criteria.
There was increasing competition between tourism destinations, and Smith et. Although modern authors of tourism Author Copy management sought to improve the competitiveness and sustainability of the destination, they differ fundamentally in that DPPD is essentially an intellectual process that uses information and judgment to make macro- level decisions regarding the kind of destination that stakeholders want.
Sikkim took over as the most-favored tourist destination in Eastern India and achieved the Best Performer Award as the focus has been on creating the right infra- structure and adopting an aggressive marketing policy Asia Intelligence Wire from FT Information, Business Line, Although started later, Sikkim managed to achieve significant gains from tourism and its Master Plan was found to be contributing well to ecotourism.
Sikkim has been planning to formulate a strategy to prepare a year Sustainable Devel- opment Plan and a Master Plan for Trekking. He also remarked that the marketing strategy adopted by the State was need-based and the whole idea was not only revolving around the concept to exceed the carrying capacity and equitable distribution of wealth but also to a sincere effort to equally distribute tourist traffic to all four districts in order to reduce the burden on very few circuits by developing infrastructure.
The experts of Sikkim tourism projected a gradual growth of tourism-related activi- ties till though the projected figure for domestic travelers already exceeded Tata Consulting Report, Tourism Master Plan. But the foreign tourist arrivals did not show any significant progress compared to domestic counterparts. According to the Minister of Tourism of the State, the growing concern was the impact of the accelerated tourist flow with an ill-equipped infrastructural status. A Strategic Approach more low-end budget tourists Singh, The official of JICA said that the nonavailability of geographical information such as scientific data or maps in Sikkim and poor maintenance and operation of assets are important reasons for deciding such proposal.
He highlighted the noneligible financing compo- nents of JICA for the proposed project such as payment for land acqui- sitions, resettlement, and military components and for big constructions Author Copy inside national parks besides general administration expenses, taxes and duties, compensation and other indirect items and such technical issues for reducing the funds. They mentioned that although the Government regu- lation in Sikkim forbade the use of firewood in remote trekking areas, yet the trekking support staff and travel agents were still continuing the use of firewood in remote trekking areas resulting in various environmental degradation including deforestation, landslides, avalanche, etc.
So, the above literature review recognizes the unequal and unsustainable tourism development practices and advocates sustainable development approach for the future. Pilot testing was conducted using a small convenience sample of 35 respondents from various hotels in Sikkim. Questionnaires were distributed only to those who agreed to participate in the study. For collecting the data from the primary sources, two sets of structured questionnaire made both for tourists and community members belonging to Gangtok, Namchi, and Mangan. Apart from that observation, schedules and interview methods are also followed for the Author Copy above said purpose.
A total of customers were interviewed, and the overall response rate was A total of Community members of the different areas of Sikkim were also contacted and the overall response rate was Over the years, an increasing trend of tourist arrivals was registered along with the phenomenal growth of personal consumption of the majority of tourists Indian population in Sikkim. Following table is given here under showing the tourist arrivals and its positive and significant correlation with the personal consumption. The study has also considered another parameter, that is, purpose of visit.
It is presumed from the generic tourism literature that this purpose of visit can signiicantly explain the activities of tourists, their typologies, possible duration of stay and level of education of tourists, interpersonal relationship of tourists, and travel intensity. A conceptual model is given here under for understanding the sequence of presumptions based on which impact variables are identiied.
Sikkim Tourism Development Corporation, Govt. Studying other alpine regions, the purposes of visit were chosen for the opinion survey of tourists. Following result is given Apple Academic Press below to show the reasons for which tourists arrive at different destina- tions in Sikkim. Mean of ranks as analyzed by the authors using SPSS statistical software.
The above result discloses the concentration of two or a very few purposes of visit. High concentration of leisure and recreation is resulting in unsustainable development and promotion of tourism in most of the widely popular destinations in Sikkim. Domestic tourists are largely responsible for domestically institutionalized forms of tourism develop- ment typically oriented to cheap tourist products, more price sensitivity, tourist arrivals along a very few tourist circuits resulting in deterioration of environment and ecology.
A Strategic Approach tourism development which is not a viable solution to the problem of conservatory issues of ecological, biological, sociocultural resources. Foreigners, though less in numbers, are exuberating high impact tourism Apple Academic Press with more interaction and involvement. From the purpose of visit, several other variables like volume, duration, activities, spending, and income were found. Interestingly, those variables were contributing to the future devel- opment and planning of tourism.
This is clearly indicating the regional disparity, that is, destination-speciic importance of all such variables. A total 99 questionnaires were surveyed in three different places of Gangtok, Mangan, and Namchi. The rank indicated a very signii- cant result of 0. The results are given here under. Here, a distinct and surprising result is that more the mass tour- ists of Gangtok are satisied, less the local community is likely to be happy. It implies rela- tively a high degree of impacts favorable and unfavorable and their Apple Academic Press increasing awareness among the local people.
It also implies a region- wise variation in opinion related to the distinct economic, environmental, and sociocultural issues. Business Line, November Problems and Issues of Integrating Tourism Development. London, ; pp 65— Change , 25 3 , — How Effective Management Makes the Difference, 1st ed. Economic Survey —07, Govt. Economic Survey of Sikkim. Economic Survey of Sikkim — Strategic Management for Travel and Tourism. Tourism and Socio-cultural Development Issues. Apple Academic Press Howie, F. Managing the Tourist Destination. London, ; p Are Destinations the Heart of Tourism?
The advantages of an Alternative Description. Potentials and Problems in the Development of Tourism. Consumer Behavior in Tourism. Organisation of Tourism at the Destination. Tourism in the Age of Globalisation; Wahab, S. London, ; pp — The conditions or facts to be unequal, as in age, rank, degree difference, etc.
A single or multiple reasons for which people travel to nonresidence. Tourism responsible for more involvement of stakeholders and ecological, sociocultural degradations. The Human Development Index HDI is a composite statistic of life expectancy, education, and per capita income indicators, which is used to rank countries into four tiers of human development. Domestically institutionalized forms of tourism: Locally or domesti- cally grown forms generally cause high volume low profit segment of tourists. A Strategic Approach nonparametric method for testing whether samples originate from the same distribution.
It is a normal- ization of the statistic of the Friedman test and can be used for assessing agreement among raters. Data were collected from tourists of Uremia city and analyzed utilizing a structural equation modeling approach. The results supported the proposed destination loyalty model: The theoretical and managerial implications were drawn based on the study findings, and recommendations for future researchers were made. Customer satisfaction has been considered an essential busi- ness goal because it was assumed that satisfied customers would buy more.
Studies also suggested that positive destination image and value percep- tions tend to lead to favorable outcomes, such as intention to propose and revisit intentions Faullant et al. However, many companies have started to attend a high customer defection despite high satisfaction ratings Oliver, ; Taylor, As a result, satisfaction measurement has recently been displaced by the concept of customer loyalty, because loyalty is seen as a better predictor of actual behavior. A number of studies have addressed tourist loyalty in relation to travel motivation, satisfaction, service quality, and destination image Mechinda et al.
Baloglu and McCleary and Tasci et al. Even though the role of familiarity with a destination in deci- sion making and the destination selection process has been well founded Gursoy, , the impact and importance of familiarity on destination image and destination loyalty formation have been somewhat overlooked in tourism studies Prentice, So loyalty becomes a fundamental strategic component for organizations. However, in the context of travel and tourism, a review of literature reveals that there has not been more investigation on tourist satisfaction; and destination loyalty Oppermann, Therefore, it is time for practitioners and academics to conduct more studies of loyalty in order to have more knowledge of this conceptualization to understand the role of customer satisfaction in developing loyalty, the impact of other nonsatisfaction determinants of customer loyalty, and their interrelationships.
Therefore, all these about customer loyalty will allow management to concentrate on customer retention. The more satisfied the customers are, the more likely to encourage others to become customers. In order to retain Apple Academic Press customers, organizations must seek to satisfy them, but a further objec- tive must be to found customer loyalty.
In the tourism context, satisfac- tion with travel experiences contributes to destination loyalty Bramwell, ; Oppermann, Early researches, focused on satisfaction at the global level Oliver, Recently, there emerged a trait-level conceptualization of the antecedents of satisfaction Oliver, Overall satisfaction is a function of trait- level evaluations. These evaluations typically capture a significant amount of variation in satisfaction Oliver, This study focused on overall evaluation, trait of satisfaction, and the relationship between the two. The more favorable image will lead to higher probability to return to the same destination.
To sum up, the following sequence could be founded: The destination image is an antecedent of satisfaction. Satisfaction in turn has a positive influence on destination loyalty. In an increasingly saturated marketplace, the success of marketing destinations should be analyzed destination loyalty, Familiarity and its interplay with tourist satisfaction and destination image.
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This study proposes an integrated approach Apple Academic Press for understanding destination loyalty and to examine the theoretical and empirical evidence on the causal relationships among destination image, familiarity, tourist satisfaction, and destination loyalty. A research model was investigated the relevant relationships among the constructs by using a structural equation modeling SEM approach.
The empirical data for the study was collected in a major tourism destination in the state of uremia. The city has attracted people of all ages from all around the country for Author Copy several decades. The first definition of loyalty is attitudinal. Specifically, tourist loyalty has been conceptualized in one of the following approaches: Behavioral loyalty focuses on the behavioral outcome, such as repeat visits. A Strategic Approach Havitz, ; that is, tourists who demonstrate behavioral loyalty toward particular destinations tend to have a positive attitude toward those desti- nations.
Repeat visitors represent a much desired market segment for many tourism products and destinations. They tend to stay longer at a destination, spread positive WOM, and participate in consumptive activities more intensively Lehto et al. Repeat visitors are also cost-effective as they incur a much lower marketing costs than first-time visitors. Past definitions of destination image have been various, as demonstrated in Table 3. Several attempts have been undertaken to summarize the definitions. For example, Gallarza et al. Martin and Bosque also summarized 20 definitions of the destination image.
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Despite the different definitional constructions, the destination image is generally interpreted as a compilation of beliefs and impressions based on information processing from various sources over time that result in a mental representation of the attributes and benefits sought of a desti- nation e. There have been two major approaches in conceptualizing the destination image: Initially proposed by Echtner and Ritchie , the first approach suggests attributeeholistic, functionalepsychological, and communicate as the three continuums of the image. The attribute holistic continuum denotes the perceptions of destination attributes as well as holistic impressions of the place.
The functional, psychological continuum represents the distinction between directly measurable, functional components of a destination and intangible, psychological characteristics. The third continuum is indicative of both generic, common features and unique characteristics of the place. Author s Definition Apple Academic Press Hunt Impressions that a person or persons hold about a state in which they do not reside Lawson and Baud-Bovy An expression of knowledge, impressions, prejudice, imaginations, and emotional thoughts an individual has a specific object or place Crompton The sum of beliefs, ideas, and impressions that a person has a destination Author Copy Echtner and Ritchie The perceptions of individual destination attributes and the holistic impression made by the destination Gartner Destination images are developed by three hierarchically interrelated components: Adapted from Gallarza et al.
It holds that destination image is composed of cognitive, affective, and conative components. The cognitive component refers to the beliefs and knowl- edge a tourist hold of the destination attributes. The affective component is represented by the feelings or emotional responses toward the various features of a place. The two above-mentioned frameworks have guided many destination image studies and related scale development.
Recently, more and more researchers are inclined to acknowledge the role of the affective dimensions of the destination image. This can be manifested in the 13 identiied articles Apple Academic Press where the affective image of various tourist destinations was examined. For example, Bigne et al. Destination image plays signiicant roles in destination choice, decision making process and in the selection of on-site activities such as lodging, attractions to visit, activities to participate in, etc. Even though the use of a Apple Academic Press list of attributes to operationalize destination image has been criticized Dann, , there is not yet an accepted theory to replace the multi- attribute models Pike, After reviewing the 23 most Author Copy frequently cited destination image studies, Chon reported that the most frequently examined themes are the role and inluence of destination image in tourist—buyer behavior and satisfaction.
There are many proposed about concepts in social and behav- ioral sciences from different philosophical assumptions and paradigms. Therefore, their theory and operation may not be identical and often suggest multidimensional nature. As the focus of this study is to develop and test a theoretical model, which presented the elements contributing to the building of destination loyalty: It is believed that destinations with more positive images will be included in the process of decision making.
Moreover, destination image has a positive inluence on perceived quality and satisfaction. As well as images will lead to higher tourist satisfaction. A Strategic Approach Apple Academic Press Therefore, image would affect how customers perceive quality positive image corresponds to a higher perceived quality. Therefore, the following hypotheses were proposed: Recently, researchers started to pay attention to trait-level concep- Author Copy tualization of the antecedents of satisfaction Oliver, According to Oliver , satisfaction and trait of satisfaction are distinct but related constructs.
Trait of satisfaction has a positive, and direct effects on overall satisfaction; and it captures a signiicant amount of variation in overall satisfaction Oliver, ; Spreng et al. Tourists experience such as hotels, restaurants, shops, attractions, etc. Overall satisfaction with a hospitality experience is a function of satisfactions with the individual elements of all the services that make up the expe- rience, such as accommodation, weather, natural environment, social environment, etc.
Trait of satisfaction positively inluences overall satisfaction. Trait of satisfaction mediated the relationship between destination image and overall satisfaction. But in this study, we use the deinitions satisfaction as is conceptualized as a post-purchase evaluation Fornell, It is believed that satisfaction leads to repeat purchase and posi- tive WOM support sedation, which are indicated a loyalty. According to these studies, satisfaction is a necessity for a successful tourist destination because one of the most important predictors of customer loyalty is a Author Copy satisfaction Ozdemir et al.
It tends to inluence the choice of a destination, the consumption of products and services, and the deci- sion to return Chi, , Satisied tourists are returning to the same destination and are more willing to share their positive traveling experience with their friends and relatives. The above discussion leads to the following hypotheses: Satisfaction signiicantly inluenced destination.
Satisfaction mediated the relationship between destination image and destination loyalty. Satisfaction mediated the relationship between trait of satisfaction and destination loyalty. A Strategic Approach survey instrument. A number of items to measure were identified from the literature. The survey questionnaire consisted of the following sections: According to a trait of satisfaction, most of the relevant tourism literature and destina- tion traits applicable to the Uremia situation, consisting of 29 items were found.
The destination traits encompassed five domains of tourism activi- ties: The choice of traits within each domain varied with the chosen mix of the five tourism activities. A single measurement of satisfaction was used in this study was empirical support. The respondents were asked to rate their satisfaction with the overall trav- eling experience on a 5-point Likert scale with 1 being very dissatisfied and 5 being very satisfied.
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