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127 Pages·2016·2.24 MB·English

Journal
of Tourism
and Services
Volume VII
Imprint
Title JournalofTourismandServices
Publishedby Vysokáškolaobchodnív Praze,o.p.s.,Spálená14,11000Praha1
www.vso.cz
Designedand
printedby Tiskařskéslužby–RudolfValenta
ISSN 1804-5650
JournalofTourismandServicesisaninternationalreviewedscientificresearchjournal,publishedby
theUniversityCollegeofBusinessinPraguesinceSeptember17,2010thatpublisheshighquality,
reviewedessaysandanalyticalpapersinEnglishlanguagewithfocusontourismandserviceindustry
development. Together with scientific part and in order to promote the exchange of current and
innovativeideas,theJournalalsoincludesReviewsofExistingWorkorShortEssays, ResearchNotes,
andResearchandIndustrysectionstoaddressimportanttopicsandadvancetheoreticalknowledgeor
thinkingaboutkeyareasoftourismandservices.ThepapersareapprovedbytheEditorialBoardand
areblindpeerreviewedby2independentreviewers.Eachissuewillalsoseektoincludeshorternonpeer
reviewedreviewsofexistingworkorshortessaysaimedatstimulatingdebate,researchnotestoallow
researcherstopresentinitialfindingsandreflectionsorproblemsconcerningfieldworkandresearchin
general.TheJournalisintendedforinternationalprofessionals,academicsandstudentsnotonlyfor
readingbutalsoasaspaceforpublicationandsourceofinformationforwork. TheJournalispublished
twiceayear.
Nopartofthisjournalmaybereproducedortransmittedinanyformorbyanymeans,electronic
ormechanical,includingphotocopying,recordingorbyanyinformationstorageretrievalsystem,
withoutpermissionfromauthors.
TheJournalofTourism&ServicesisincludedonEBSCOdatabasecalledHospitality&Tourism
Complete.
TheJournalofTourism&ServicesisincludedtothedatabaseoftheResearchDevelopmentand
InnovationCouncil,advisorybodytotheGovernmentoftheCzechRepubliccalled"Seznam
recenzovanýchneimpaktovanýchperiodikvydávanýchvČeskérepublice”.
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Editorial Board
Chair of Editorial Board
Doc. Ing. Alžbeta Kiráľová, Ph.D.
UniversityCollegeofBusinessinPrague,Prague,CzechRepublic
Editorial Board Members
Dr. Ehsanul Huda Chowdhury
UniversityofGävle,Gävle,Sweden
Francisco Dias, Ph.D.
PolytechnicInstituteofLeiria,Leiria,Portugal
Dr. Erdogan H. Ekiz
KingAbdulazizUniversity,Jeddah,KingdomofSaudiArabia
Dr. John Fong
SanIgnacioCollege,Miami,USA
Prof. Kevin Hannam, Ph.D.
EdinburghNapierUniversity,Edinburgh,UnitedKingdom
Doc. Ing. Mojmír Helísek, CSc.
UniversityofFinanceandAdministration,Prague,CzechRepublic
Prof. Ing. Richard Hindls, CSc.
UniversityofEconomics,Prague,CzechRepublic
Dr. Hiromi Kamata
ShukutokuUniversity,Fujikubo,Japan
Dr. Androniki Kavoura
TechnologicalEducationalInstituteofAthens,Athens,Greece
Ing. Petra Koudelková, Ph.D.
CharlesUniversity,Prague,CzechRepublic
Dr. Philip Long
BournemouthUniversity, Bournemouth,UnitedKingdom
Prof. Antonio Magliulo
RomeUniversityofInternationalStudies,Rome,Italy
Doc. Ing. Andrej Malachovský, Ph.D.
MatejBelUniversity,FacultyofEconomics,BanskáBystrica,Slovakia
Prof. Sabine Marschall
SchoolofSocialSciences, UniversityofKwaZulu-Natal, Durban, SouthAfrica
Prof. Salvatore Messina
EuropeFoundation,Tirana,Albania
Prof. Dr. Harald Pechlaner
KatholischeUniversität,Eichstätt,Ingolstadt,Germany
Doc. Ing. Jindřich Ploch, CSc.
UniversityCollegeofBusinessinPrague,Prague,CzechRepublic
Prof. Mike Robinson
IronbridgeInternationalInstituteforCulturalHeritage,Universityof
Birmingham,UnitedKingdom
Prof. Claude Sobry
UniversityLilleNorthernFrance(Lille2),Lille,France
Doc. Ing. Ivo Straka, CSc.
UniversityCollegeofBusinessinPrague,Prague,CzechRepublic
Dr. Edith M. Szivas
UniversityofWestLondon,UnitedKingdom
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Doc. Ing. Stanislav Šaroch, Ph.D.
UniversityofEconomics,Prague,CzechRepublic
Prof. Ing. Dr. Róbert Štefko, Ph.D.
UniversityofPrešovinPrešov,Prešov,Slovakia
Prof. Amitabh Upadhya, Ph.D.
SkylineUniversityCollege,Sharjah,UAE
Dr. Fanny Vong
InstituteforTourismStudies,MacaoSAR,China
Dr. Paul Williams
StaffordshireUniversity,Stoke-on-Trent,UnitedKingdom
Prof. Ing. Milan Žák, CSc.
CollegeofEconomicsandManagement,Prague,CzechRepublic
Associated Members to Editorial Board
PhDr. et Mgr. Hana Romová
UniversityCollegeofBusinessinPrague,CzechRepublic
Viliam Sivek
AssociationofCzechTravelAgents,Prague,CzechRepublic
PhDr. Stanislav Voleman
AssociationofGuidesoftheCzechRepublic,Prague,CzechRepublic
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Table of content
Editorial (AlžbetaKiráľová).............................................................................6
Scientific papers
MariettaFragkogianni:Island Destination Marketing in an Era
of Recession .................................................................................................8
CandanOlcer,ErdoganH.Ekiz:Community Perception of Sustainable
Tourism Development for a Newly Developing Destination: The Case
of Baksı .......................................................................................................35
JekaterinaVoznuka:Tools of marketing communications
and branding in positioning and in promotion the identity
of Latvia destinations .................................................................................44
Short Essay
KlausPfatschbacher:Jules Verne and Tourism ..........................................61
Industry News .............................................................................................69
Press Releases ............................................................................................76
Papers in this issue have been reviewed by:
Dr.HiromiKamata,ShukutokuUniversity,Fujikubo,Japan
Doc.Ing.AlžbetaKiráľová,Ph.D.,UniversityCollegeofBusinessinPrague,
Prague,CzechRepublic
Doc.Ing.AndrejMalachovský,Ph.D.,MatejBelUniversity,BanskáBystrica,
Slovakia
Prof.SalvatoreMessina,EuropeFoundation,Tirana,Albania
Doc.Ing.IvoStraka,CSc.,UniversityCollegeofBusinessinPrague,Prague,
CzechRepublic
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Editorial
The present issue of the Journal of Tourism and Services contains
scientific papers, short essay, industry news and press releases.
The contributions to this issue are authored by researchers and
scholars from Austria, Great Britain, Latvia, Turkey, and Saudi Arabia.
MariettaFragkogianni´spaperdealswithIslandDestinationMarketing
in an Era of Recession. She examines the consumers’ decision-making
process for destination selection during a period of economic turmoil on
theislandofZante,Greece.Theresultsconfirmthatafinancialcrisisdoes
notentailcancellationoftravel;instead,itgeneratesvariouscombinations
of costly facilities such as accommodation, food, and transport.
Additionally, local decision makers alter their decisions according to the
crisiscircumstancesandobservetheselectionfactorsusedbyvisitors.It
also confirms the important role of central government in destination
decision-making and formulation of marketing activities.
Candan Olcer and Erdogan H. Ekiz examined the community
perception of sustainable tourism development for a newly developing
destination of Baksí village of Bayburt in Turkey. The purpose of the
research was to acquire a proper understanding of the attitudes and
perceptions of residents regarding tourism development. The survey
results seem to indicate that the local community, whose traditional fate
hasbeenemigrationformanyyears,associatesseveralopportunitieswith
tourism.Forthesustainabletourism,itisproposedthattourismplanning
and decision-making should involve the local people. The authors draw
a roadmap for future studies in addition to making a number of
recommendations.
The purpose of the Jekaterina Voznuka´s study was to determine
a positioned identity of the most popularized destinations in Latvia,
investigating the communication content and brand attributes of Latvia
destinations. The paper discusses the concepts of positioning in
destination marketing and analyses how Latvian towns apply the logo,
slogan, and other communication tools for its positioning. The results of
the study show that there is no determined strategy for creating place
recognition by using tools of communications in many Latvian towns. As
a result, it is observed that even if some separate aspects of positioning
are found they are not consolidated to a whole concept for tourism
development and visitors attraction. A position of many Latvian towns
could not be able to create a unique identity of the city, to differentiate it
from other destinations and to promote its recognition.
The short essay of Klaus Pfatschbacher explores the relation between
JulesVerneworksandtourismdevelopment. Theauthorpointsoutthat
many readers tend not to realize how much was Verne interested in the
service sector. Verne tried to develop a blueprint for the development of
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tourisminacountryandatthesametimeheentertainedthereaderwho
understands his economic suggestions quite quickly. The author
recommends analyzing Verne’s works again as they provide essential
information on the undertow of tourism nowadays.
IwouldalsoliketowelcomethenewmemberoftheEditorialBoardand
expressthebeliefthatourcollaborationwillbesuccessfulandwillleadto
further improvement of the Journal.
Last but not least I would like to wish to all members of the Editorial
Board, present and future authors, supporters, colleagues, and readers
a Merry Christmas and a Successful New Year!
Alžbeta Kiráľová
Chair of the Editorial Board
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Scientific Papers
Island Destination Marketing in an Era
of Recession
Marietta Fragkogianni
University of Suffolk
Abstract
It is common ground that marketing plays a crucial role for the survival and
development of any destination. The study examines the consumers’ decision
makingprocessfordestinationselectionduringaperiodofeconomicturmoil.The
research was held in holidaymakers (N=400) on the island of Zante, Greece. The
resultsconfirmthatafinancialcrisisdoesnotentailcancellationoftravel;instead
itgeneratesvariouscombinationsofcostlyfacilitiessuchasaccommodation,food,
andtransport.Additionally,localdecisionmakersaltertheirdecisionsaccording
to the crisis circumstances and observe the selection factors used by visitors. It
also confirms the important role of central government in destination decision-
makingandformulationofmarketingactivities.
Keywords: Tourist destinations, financial crisis, destination marketing, tourist
decisions
JEL Classification: M31, M37, Z33
1. Introduction
The promotion of destinations plays a crucial role in tourist decisions
(Pratt et al., 2010). However, external promotional pathways are not the
most predominant element in the decision-making process; rather, the
content of information is. This, combined with internal beliefs, provides
thebasisfortheformulationofthedecision,justifyinginparalleltheneed
for the destination promotion to be strong and effective (Stienmetz et al.,
2015). Especially during periods of recession, what interests
policymakers, tourists and stakeholders is disposable income (Kennedy,
1998). For Greece, tourism is one of the most important constituents
supportingthenationaleconomy,particularlyinperiodsofrecession,and
thecountryconsistsofvariousislanddestinations(TheEconomist,2015).
This study sheds light on how economic turmoil, tourist marketing and
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tourist decision processes are interrelated in Greece through examining
the case of the island of Zakynthos (Zante). It is expected that this study
will shed light on many promotional paths and how destinations of this
kind could use them to deal effectively with economic turmoil.
More analytically, this study indicates how promotion must be
undertaken in islands during recession to stimulate tourist demand. It
further examines: (i) the intensity with which recession influences island
destination marketing, (ii) the characteristics of relevant selection
processes,(iii)themainconstituentsofislanddestinationmarketingand
(iv) the factors affecting tourist decisions.
2. Literature Review
2.1 Recession
Many scientific pieces of work have discussed the direct and indirect
repercussions of recession on tourism (Sheldon and Dwyer, 2010;
UNWTO,2011),mostlikelybecausetourismdependsonincomeelasticity
(Lanzaetal.,2003;Smeral,2012).However,therehavebeenshowntobe
many more factors affecting tourist expenditure. At this point, there are
two important questions to be addressed: Do tourists reduce their
expenditure? If so, how? (Campos-Soria et al., 2015). In relation to this
issue Nicolau and Masiero (2013) state that there is no homogeneity in
people’s reactions: some tourists maintain their spending attitude, while
others are influenced by demographics, the climate of the country of
origin, the destination’s attractiveness, education, etc. (Eugenio-Martin
andCampos-Soria,2010).Itissurprisinghowthedifferencebetweenthe
climateinthecountryoforiginanddestinationinfluencespeople’schoices
(Eugenio-Martin and Campos-Soria, 2010). In addition, there is
a remarkable difference between the two genders: women are more keen
on traveling than men (Mergoupis and Steuer, 2003).
Theexistingliteratureontourists’reactionsduringrecessionisnotrich
as high incomes existed until recently (Bronner and Hoog, 2014; Smeral,
2010). Since 2009, Smeral has started investigating the issue, paying
particularattentiontonon-homogeneousconsumerreactions.Thisstudy
could further contribute to such research. The Keynesian Consumption
functionpresentsaparallelrisebetweenconsumerexpenditureandhigh
income(Pettinger,2011);however,Prideaux(1999)foundinAsiathatthe
change was not significant. Moreover, in contrast to inbound tourism
(Page et al., 2012), outbound tourism seems to be more vulnerable to
crises (Ara a and Le n, 2008). There is also support for the proposition
that travel close to the country of origin constitutes a common means of
cutting back (Bronner and Hoog, 2012; Papatheodorou et al., 2010). It
canreasonablybepresumedthattherationaleapproximatesthatforthe
case of climate: tourists examine the relationship between the country of
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