Journal of Tourism Insights

Forward to Second Volume

Tue, 10 May 2011 11:16:53 PDT

Do Travelers Support Green Practices and Sustainable Development

Patrick Tierney et al. — Tue, 10 May 2011 10:54:03 PDT

A 2007 survey of managers from RCRA members found strong motivational support for green practices. These and other findings suggest there is broad support for green practices among resort managers. However, it is unclear the level of traveler support for eco-friendly practices. Study objectives were to: Investigate consumers’ attitudes toward environmentally responsible or green practices in the travel industry; identify green practices they’ve undertaken while traveling; explore factors influencing traveler adoption of green practices; and provide implications for the travel industry. In spring 2008 an intercept survey of travelers visiting the California Welcome Center at Pier 39 in San Francisco, CA was administered. Green practices were defined as: “Green practices could range from using/generating renewable energy, taking lower CO2 emission forms of transportation, recycling of wastes, water conservation, buying green products or supporting green organizations.” A total of 267 useable surveys were collected. Respondents were very diverse in terms of age, income and residence. Results showed supportive attitudes toward green practices. Four factors accounted for 51% of variation in traveler attitudes toward green practices. About half of survey respondents agreed they were willing to pay 10% more for green services. A similar number agreed the “biggest factor holding them back was a lack of information about who provides them.” About one-third sought out green travel providers. Over 12% listed a green practice they undertook while traveling. Findings suggest there is a large support base for green practices; many more will buy/support green practice with better information and clearly distinguishable alternatives.

Examining the Use of RV Travel Forums for Campground Searches

Jill Fjelstul et al. — Tue, 10 May 2011 10:54:00 PDT

The aim of the present study is to explore how RV travelers use online travel forums in their campground search. The identification of such variables will assist campground owners and operators in their marketing strategies, competitive positioning, and improving the overall experience for the RV traveler at their chosen campground and destination.

Spring Break: Pulling in the Student Market

Sheila A. Scott-Halsell et al. — Tue, 10 May 2011 10:53:59 PDT

Spring Break is big business for many tourism destinations. Although many students are budget conscious, by sheer volume, they make a noteworthy financial impact on a destination and the local community. To better understand what pulls current domestic Spring Break travelers to their destination choice, a study was conducted evaluating the importance of Spring Break destination attributes in students’ trip decisions. Exploratory factor analysis was conducted which reduced 24 pull attributes to four core Spring Break decision making pull factors. The core factors identified are: Destination Attributes, Financial, Accessibility, and Uncertainty Avoidance. Further analysis demonstrated only limited significant differences in the core factors when analyzed in terms of the travelers’ demographic and behavioral profiles.

Understanding Resort Marketing Practices

Eric Brey et al. — Tue, 10 May 2011 10:53:55 PDT

Effective marketing plays an integral role in the success of hospitality and tourism businesses. While research has examined many aspects of the hospitality and tourism industry, the marketing of destination resorts has been largely ignored. This study addresses this gap by reporting the insights obtained from interviews conducted with North American resort marketing executives to assess their views on current resort marketing trends and practices. Based on a content analysis of this interview data, 18 topics were identified and organized into five categories: channels, relationships, targeting, technology and function. This paper provides a discussion of each topic, overviews implications of this inquiry for future research and practice, and highlights the increasing importance of technology in resort marketing endeavors.

Back Matter

Thu, 27 Jan 2011 05:15:22 PST

Changes in Tourism Industry Quality of Work Life Practices

Patty Janes et al. — Thu, 27 Jan 2011 05:15:22 PST

The tourism industry is not well known for high quality employment practices. However, little empirical evidence exists to support or refute this common conclusion. Tourism professionals were surveyed in 2009 to determine the quality of work life (QWL) practices at their current place of employment. Data were then compared to a previous study completed by investigators, analyzing professional opinions from 2003 on core variables noted for impacting QWL practices. The average number of weekly work hours, satisfaction with training, number and type of performance evaluations, variables that motivated employees, and satisfaction and dissatisfaction with organizational culture were similar in spite of distinct economic differences between these years. 2009 respondents, however, were less satisfied with job security, and the job itself. They were provided less training, and desired significantly more training. Challenges expressed by the 2003 respondents had not changed based on 2009 respondent data. Findings suggest the tourism industry had not addressed prevalent issues noted in 2003 including wages/benefits, full appreciate of work, working conditions, being involved in the organization, and loyalty provided to employees. Tourism employers should address these challenges and strive to be an employer of choice as they strive to recruit and retain a skilled workforce.

Using Delphi Panels to Assess Soft Skill Competencies in Entry Level Managers

Melvin R. Weber et al. — Thu, 27 Jan 2011 05:15:21 PST

The identification of competencies needed by hospitality managers has been investigated since the 1980’s. In all of the competency research relating to hospitality management, essential competencies include skills that can be classified as soft skills, yet a comprehensive list of these soft skills has not been identified. The purpose of this project is to have industry professionals in human resources and educators who teach human resources, to rate the importance of soft skill competencies found in the literature. This study serves as the beginning of a comprehensive study of soft skills needed in entry-level hospitality management positions.

The Trends in Dining, Lodging, Entertainment, and Recreation among Virginia Youth Travel Soccer Participants, Their Family, and Friends When Traveling for Youth Travel Soccer Tournaments

Billy Russo et al. — Thu, 27 Jan 2011 05:15:20 PST

If the Convention and Visitors Bureau’s (CVB’s) and Sport Event Planners of smaller cities and towns were able to assess the trends of their youth soccer tourists, they might be in a better position to attract and retain these tourists as well as other tourists in other sports, large events or small. The purpose of this study was to examine where Virginia youth soccer participants, their family, and friends dine, lodge, entertain, recreate, and spend their free time when not playing soccer. This study takes a look at the growing business of youth soccer travel as it relates to the multi-billion dollar a year sport tourism industry. Relationships are shown in this study on where, when and how much money youth soccer tourists spend at a tournament destination compared to a 2008 study done by the National Association of Sports Commissions (NASC) on overall youth sporting event trends. Other relationships in this study include a listing of other popular activities that youth soccer tourists partake of during their free time in the host community also compared to the NASC study.

There has been a lack of research done in the field of youth sport tourism because it is a fairly new business to track, but it is rapidly growing. There are also not many sport tourism studies focused on the smaller communities. A questionnaire was created to collect the data for this study. These questions were selected to better find out just who, and what kind of visitors these cities in Virginia are getting with these tournaments in hopes that the information gathered will help in planning and being prepared for future youth soccer events in Virginia as well as help other smaller communities plan other sporting events in other states.

Understanding Generational Diversity in the Workplace: What Resorts Can and are Doing

A. Scott Rood — Thu, 27 Jan 2011 05:15:19 PST

The purpose of this exploratory study is to examine generational diversity issues within the resort industry in order to develop management strategies that can be employed to increase intergenerational understanding, morale and improve productivity. Data for this study were collected through a self administered questionnaire completed by resort managers. Findings suggest generational differences do exist and that managers can improve morale and productivity by understanding and incorporating these differences.

Constraints to Rafting at an Artificial Whitewater Park

Erik Rabinowitz Ph.D. et al. — Thu, 27 Jan 2011 05:15:19 PST

As recreational activities in natural settings such as rafting are replicated artificially, professionals’ understanding of participant behaviors, motivations and constraints may need to be updated. Constraints for recreation activities in artificial environments might differ significantly from those in natural environments. As such, the primary purpose of this study was to examine constraints to participating in rafting at an artificial whitewater park. An onsite survey of visitors at an artificial whitewater facility was conducted in the southeastern United States in early fall 2007. Based on the results of this study it appears the primary constraints to participation are similar to traditional river rafting in that lack of time and companionship are major constraints. On the other hand, artificial facilities differ in that they present new constraints such as lack of preparedness. The creation of artificial whitewater facilities near populated areas could reduce the constraint of “no areas near me for this activity” found in the studies of constraints to river rafting. The number of artificial whitewater parks and facilities will require significant funding therefore constraints research in this area will be critical and more research is definitely needed on these artificial facilities.

Price Perceptions in the Selection of Golf Courses: A Case Study of Municipal Golf Courses in the City of Albuquerque

Yongseek Kim et al. — Thu, 27 Jan 2011 05:15:17 PST

The golf industry in the United States has grown tremendously over the last fifteen years, due primarily to the surging economy during the 1990s and the rise of Tiger Woods with his record-setting win at the 1997 Masters. The National Golf Foundation's (NGF) latest report, however, showed that, the number of rounds played, a key barometer of golf industry growth, has been declining since 2008 and the number of core golfers has also declined (Rudy, 2008). Municipal golf courses, "Munis," are coping with a myriad of challenges such as declining number of rounds played, budget cuts, escalating benefits expenses for city employees, the increased cost of turf management, and so on.

For example, the city of Albuquerque has increased their green fees to cover costs of maintaining their three municipal courses; however, no data exists to analyze the impact of this decision. Therefore, the purpose of this study is to analyze factors affecting consumers’ preferences in selecting golf courses, their perceptions about the prices of products being sold at the golf courses, and to analyze the differences in price perceptions among different groups of golfers such as avid golfers, core golfers, and casual golfers. A questionnaire was developed based on literature available in the golf industry and reviewed by an expert panel. The findings show that there were no significant differences among golfers using municipal golf courses about price perceptions being sold at the pro shop including green fees, cart rentals, golf equipment, etc. Golfers perceived green fees as “reasonable” but the results of this research suggest that golf course authorities should keep green fees competitive, and find other innovative ways to manage their course assets to increase participation in the future.

Does Sustainable Certification Knowledge Influence Tourist Behavior?

J. Joy James et al. — Thu, 27 Jan 2011 05:15:16 PST

In this study, the investigators use scores from the Tourist Ecological Orientation (TEO) Scale (Uriely, Reichel & Shani, 2007) of Costa Rica visitors to understand how their ecological orientation and interest in ecological practices influence accommodation and destination site choices. Results from this study were intended to be used to inform professionals in the tourism industry on how they might best develop their tourism sites, policies and programs according to the ecological orientation of the visitors. Based on the findings from this study, however, it seems that the Tourist Ecological Orientation Score derived by Uriely, Reichel and Shani (2007) is not appropriate for differentiating tourist behaviors. As such, it is not recommended for use in developing sites, policies and programs or otherwise marketing them to tourists.

Nature-Based Tourism Businesses in Colorado: Interpreting Environmental Ethics and Responsible Behavior

Diane Gaede et al. — Thu, 27 Jan 2011 05:15:16 PST

Tourism businesses operate from a primarily economic-centric point of view, but nature-based tourism businesses are also acutely aware of the need to sustain the natural resource that attracts the client to their outdoor recreation service. A preliminary qualitative inquiry reveals how nature-based tourism organizations in Colorado view themselves as operating from environmentally ethical positions, what specific actions they take to minimize negative environmental impacts, and how they educate their clients about resource conservation. Findings indicate that too often companies fail to realize opportunities in which they can encourage meaningful bonds between people and nature through the use of education and environmental interpretation. Education is seen more as a means to equip tourists with skills pertaining to a certain sport/activity, rather than as a way to enrich the total experience. Due to the industry’s reliance upon natural resources, a higher level of resource interpretation should be encouraged, promoting natural resource conservation.

Savannah Hockey Classic: An Evaluation of Event Personality and Economic Impact

Windy Dees Ph.D. et al. — Thu, 27 Jan 2011 05:15:15 PST

In 2009, the Savannah Sports Council hosted its 11th annual Savannah Hockey Classic. In order to assist the future marketing of this event, a study was undertaken to assist the Savannah Sports Council in 3 major ways: (1) To obtain a consumer profile of spectators, (2) to explore the economic impact of the event on the city of Savannah, and (3) to discover the perceived personality of the event (assist in sponsor recruitment). To reach the objectives of the study, a survey was conducted with 267 spectators of the Savannah Hockey Classic. The survey consisted of four sections: (1) Economic impact (2) Consumer behavior & preferences, (3) Attitude and image perceptions of the event and organizing body, and (4) Consumer demographic characteristics. The majority of respondents were male (62%) and Caucasian (95%). While their average age was 36, 78% of respondents were between the ages of 25 to 59. Spectators tended to be educated (61% with a college degree of some sort) and affluent (63% earn > $50,000). Just over half (56%) of the spectators traveled to Savannah to attend the event. Eighty-one of the eighty-three out-of-town respondents reported spending at least 1 night in Savannah. However, 50% of out-of-town respondents said they would have come to Savannah even if the Hockey Classic was not taking place. Eighty-two percent said they would be visiting Savannah at some point in the following 3 months. This suggests that while the Hockey Classic is a popular event, most of the visitors would travel to Savannah even if the event did not take place. Spectators appear to have developed very positive feelings about the Savannah Hockey Classic. On a 7-point scale, respondents reported the following scores on a variety of items: Gratitude toward the Savannah Sports Council for organizing the event was very high 6.5, attitude regarding the success and quality of the hockey event itself was 6.4, and fan identification with the event was reported at 6.1. With regard to the image/brand of the event, respondents perceive the Hockey Classic to be: An exciting event (6.4 out of 7), a sincere/wholesome event (6.3 out of 7), and a competent and successful event (6.3 out of 7).

The Role of the Employee: An Exploratory Study in Service Recovery Satisfaction in the Luxury Resort Industry

Alleah Crawford et al. — Thu, 27 Jan 2011 05:15:14 PST

Satisfaction plays a key role in the service industry and especially in the hospitality industry (Edvardsson, Johnson, Gustafsson & Strandvik, 2000). This study seeks to explore satisfaction and organizational commitment in relation to service recovery performance among luxury resort employees. This study is a replication of a previous study conducted by Yavas, Karatepe, Avci & Tekinkus (2003) and was carried out on a pilot study basis. The pilot study was conducted to determine if there is enough support for studying the model proposed by Yavas, Karatepe, Avci & Tekinkus (2003) in the original study. The results support further development of the study within the luxury resort setting.

Standard Resort Hospitality Elements: A Performance and Impact Analysis

Eric T. Brey et al. — Thu, 27 Jan 2011 05:15:13 PST

When customers decide which resort to visit for vacation or leisure needs, their choice is primarily purpose or activity driven. This fact has dictated a research program focusing primarily on understanding these principal attributes. How- ever, recent research has shown that secondary elements standard across resort typologies can also serve an important role in a guests’ experience. In order to build upon our understanding of these complementary resort features, this study utilizes a modified importance performance analysis methodology. By taking into consideration attribute sali- ence, loyalty determinance internal and relative performance, traditional importance-performance results are seg- mented and accompanied by specific recommendations. Results provide a breakdown of 18 standard resort hospitality elements (SRHE) into 16 categories of the modified IPA and how resort managers can redirect attention to attributes that are performing below expected levels or reposition better than expected performing attributes. Discussion focuses on further understanding the results of the study with potential applications in future research.

Wine Tourism and Consumer Behaviors Related to Wine Purchases

Sean Barth et al. — Thu, 27 Jan 2011 05:15:13 PST

As the wine industry keeps growing there is an ever more pressing concern to understand not only who wine consumers are, but how different sets of wine enthusiasts purchase and consume wine. This research looks at a group of wine enthusiasts known as wine tourists. Furthermore, specifically it investigates consumer behaviors of wine festival attendees and their unique perspectives related to purchasing wine. It explored where wine festival attendees purchase wine, what types of wines they purchase, and what criteria they base their wine purchase decisions on. The results show that informed wine drinkers purchase wines from distribution centers more often than grocery stores. The research also shows that uninformed wine drinkers base their wine preferences solely on a certain price point, while informed wine drinkers base their consumption decisions on prior wine knowledge.

Front Matter

Thu, 27 Jan 2011 05:15:11 PST