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Open access

Martina Pásková, Jan Hruška and Josef Zelenka

Abstract

Multimedia communication through social media has been experiencing constantly growing significance in the field of airline marketing. The aim of the research presented in this paper was to find out and, with the help of both qualitative and quantitative analyses, describe the way YouTube is used by airlines. The research was conducted in the form of a comparative study with the objective of identifying the difference between YouTube performance of full-service carriers (FSCs) and low-cost carriers (LCCs). The intention was to identify which factors influence the effectiveness of airline marketing conducted via YouTube an as well as the way in which they do it. Analysis of selected data was facilitated by social media analytics tool SocialBakers, content analyses and a correlation analysis of YouTube metrics, selected on the base of previous research results. The research data were collected twice during the year 2017 in order to reflect changes over time. Research results showed that FSCs build their YouTube channels more systematically than LCCs. FSCs offer a substantially wider range of video topics and often sort out topics of their videos in a more detailed way. Regarding the basic metrics of YouTube channels (total number of views, number of subscribers), FSCs surpass LCCs significantly. One reason for their much higher rate of views is the fact that FSCs use celebrities more frequently, and frequently they offer high-quality impression/relationship airline presentation.

Open access

Martina Husáková

Abstract

Complex systems are characterised by a huge amount of components, which are highly linked with each other. Tourism is one of the examples of complex systems collecting various activities leading to the enrichment of travellers in the view of receiving new experiences and increasing economic prosperity of specific destinations. The complex systems can be investigated with various bottom-up and top-down approaches. The multi-agent-based modelling is the bottom-up approach that is focused on the representation of individual entities for the exploration of possible interactions among them and their effects on surrounding environments. These systems are able to integrate knowledge of socio-cultural, economic, physical, biological or environmental systems for in-silico models development, which can be used for experimentation with a system. The main aim of the presented text is to introduce links between tourism, complexity and to advocate usefulness of the multi-agent-based systems for the exploration of tourism and its sustainability. The evaluation of suitability of the multi-agent systems in tourism is based on the investigation of fundamental characteristics of these two systems and on the review of specific applications of the multi-agent systems in sustainable tourism.

Open access

Tomáš Gajdošík

Abstract

Nowadays, tourism sector needs to adapt to a very fast changing environment and stronger competitiveness. Smart tourism describes the current stage of tourism development influenced by the evolution of information technologies and is becoming a promising way how to face the new market conditions. The aim of the paper is to review the conceptual foundations of smart tourism and to analyse the development of smart tourism initiative in Central Europe, specifically in Slovakia. The paper adopts an exploratory multiple case study methodology, focusing on information technologies used by Central European tourists, willingness of data sharing and the use of the state-of-the-art technologies in tourism businesses. Moreover, the smart concept is examined based on the (SA)6 framework in three tourism destinations. The paper concludes that smart tourism should not be the ultimate goal, but with the help of technology, innovation, and cooperation, it should bring better tourist experience, wellbeing of residents, enhance effectiveness and competitiveness of businesses and destinations, and lead to overall competitive sustainability.

Open access

Jakub Jelen

Abstract

The mining industry leaves behind a large number of tangible or intangible remains. A part of them can be used by different actors as a mining heritage. Specific cultural or social values and meanings, which remind of the importance of mining in the past and today, are represented through this mining heritage. To preserve them, the heritage must be passed to future generations. One of the ways is mining tourism. However, the relation between the mining heritage and tourism is not simple as the complex mining heritage has many specific features that differ from the traditional tourist attractions and conceal many pitfalls. The aspects of authenticity or approaches to heritage interpretation are also important.

Open access

Barbora Půtová

Abstract

This study focuses on the theoretical analysis of social interaction and relationship between guests and hosts from the perspective of anthropology of tourism. In the 1960s and 1970s, attention was paid predominantly to anthropological reflection of negative socio-cultural impacts of tourism on host communities. However, towards the end of the 1980s and during the 1990s the research focus began to shift towards an analysis and interpretation of the influence of commodification on the perceptions of identity and authenticity of the host culture, while the positive aspects of tourism began to be recognized as well. This study aims to present an overview of the basic approaches within the anthropology of tourism to social interaction between guests and hosts. The objective of the study is to provide a summary of miscellaneous approaches to and views on this issue.

Open access

George Ariya, Noah Sitati and Bob Wishitemi

Abstract

Although literature has documented many destination attributes that determine attractiveness of tourism destination, the magnitude and strength of each attribute has not been explored, especially in relation to a single wildlife tourism product. This study provides an insight into the level of tourists’ perceived value on wildlife resource attributes at Lake Nakuru National Park in Kenya, with a further comparison between the international and domestic tourists. The study adopted a cross-sectional survey and collected primary data using self-administered structured questionnaires. A total of 402 respondents duly completed the questionnaires, which were disseminated through simple random sampling. Data was analysed descriptively and through independent sample T-test. The results showed that unique wildlife attractions were most valued by tourists (M = 2.26, SD = 0.99), followed by the variety of attractions (M = 2.53, SD = 1.08) and their abundance (M = 2.59, SD = 1.19) respectively. Majority of international tourists highly valued the attributes [M = 2.30, SD = 0.88; t(400) = 4.18, p < 0.001] as compared to the domestic tourists (M = 2.67, SD = 0.88), but with a small magnitude (η = 0.04). The study provides an insight that tourists value the park because of its uniqueness due to a variety of wildlife attractions. As park ecological challenges persist, park managers may re-brand the park by creating more emphasis on other key wildlife products like rhinos in order to maintain visitor value and satisfaction in the future.

Open access

Oliver Chikuta, Forbes Kabote and Nyasha Chikanya

Abstract

The market of tourists with disabilities consists of a sizeable percentage of total tourism and is rapidly growing globally but little is known about tour guides experiences with them. These tourists with disabilities seem to have less holiday offers thereby reducing the frequency of tour guide encounters with them. While most tourism literature supports tour guides and their contribution to tourist experience, very little research is done in developing countries to show experiences of tour guides with tourists with disabilities. There is a knowledge gap of how the interactions between the guide and tourists with disabilities participating in the guided tours influence the tour guides’ experience. Using face to face interviews and focus group discussions with tour guides the study sought to establish people with disabilities types of holidays, concerns they raise during tours and challenges encountered by tour guides when touring with PwD. Non-probability, namely convenience and judgemental sampling methods were followed to pick tour guides from museums and national parks. Study results revealed the activities that tour guides are offering people with disabilities, guides’ own choice of activities for tourists with disabilities and the challenges faced by tour guides in the provision of those activities. The study concludes that the guiding industry has inadequate information about tourists with disabilities and thus is failing to fully serve the market. Lastly the study provides a set of recommendations that can be used by the tour guiding industry in order to effectively serve the market of tourists with disabilities.

Open access

Kayleigh Jones and Miguel Moital

Abstract

This research explored the techniques employed by event managers to create event prestige value for VIPs in a corporate events context. Research on prestige has mainly focused on the attributes that deliver prestige value (the prestige values). However, by focusing on those delivering prestige (as opposed to the recipients of prestige), this research identified two deeper, less explicit mechanisms required to deliver prestigious experiences, labelled Interaction and Principles. By identifying a more comprehensive set of techniques, those designing VIP experiences will be better equipped to satisfy the prestige needs of VIPs.

Open access

Dana Fialová and Nikol Jiroutová

Abstract

The medium-sized historical towns in Czechia have at their disposal a preserved cultural heritage which constitutes important potential for tourism. Apart from some exceptions, these towns are rarely a destination of tourists, but rather of the visitors who come to visit them in connection with a targeted stay destination. They also choose them as an alternative to optional excursions, just from the destination of their stay (also from the place of their permanent residence). Based on the intensification indicators calculated from publicly accessible data, this study answers the question of what the position of tourism in the selected towns (Czech royal towns with the population size between 10,000 and 30,000 inhabitants) is. Based on the strategic documents, it analyses what strategies were chosen by the selected royal towns for their development. It also analyses whether the topic of tourism that can undoubtedly without doubts rely on its historical potential, declared by legislative protection of cultural heritage, is represented and what its importance is.

Open access

Sotiroula Liasidou

Abstract

The aim of the paper is to identify the stance of tourism industry practitioners in the Republic of Cyprus in the case of reunification. Since 1974 and the Turkish invasion, one third of the island’s territory has remained under an illegal occupation. Discussing Cyprus’ political problem and the potential of reunification in relation to the tourism industry is a new concept in nature. The tourism industry will be the vehicle for further economic development. So, it is imperative to understand the opinions of tourism stakeholders and decision makers who will potentially be involved in the development of tourism in the reunited island. In order to identify the consequences of the status quo on the Republic, the views of 26 powerful elite people, both in the public and private sectors of the country, were collected through a qualitative data inquiry using semi-structured interviews. The results of the study suggest that the inability to come up with a viable solution has many negative consequences on the tourism industry of the island. The results of the study suggest that a possible reunification will render Cyprus as an innovative tourism destination.