International Journal of Hospitality and Tourism Systems

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

DRA Model and Visual Online Learning Material in Tourism


Affiliations
1 Department of Applied Management, The University of Winchester, West Downs Campus, Romsey Road, Winchester, England, United Kingdom
2 ESC Pau Department of Marketing, 3 Rue Saint-John Perse, France
3 Dunarea De Jos University of Galati, Galati, Romania
     

   Subscribe/Renew Journal


Destination competitiveness is a growing interest area in tourism and plays a role in a destination’s image and therefore its performance. Visual Online Learning Materials (VOLM) can contribute to the competitiveness of emerging tourist destinations as long as they can convey emotion, feelings and information. VOLM can also contribute to skills development and display evidence of credibility/trustworthiness. This paper outlines how marketers tasks to include the most pertinent and attractive information in their VOLM are facilitated by Dale Robinson Anderson (DRA) model, by stimulating potential tourists to feel concerned about their things-to-do in Post-Colonial, Post-Conflict and Post-Disaster destinations (PCCD destinations).

To this end, this paper therefore presents the results of applying the DRA model to an online platform with the objective of educating consumers at a pre-visit stage, and potentially increasing visitors to emerging market destinations. The highly interactive experiences related to learning about a PCCD destination in a pre-visit stage can be easily shared within an edu-game community to meet the needs of tourists to set realistic expectations about the places they intend to visit.

Keywords

Tourism, Emerging Markets, PCCD Destination, DRA Model, Haiti, Visual Online Learning Materials.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.

  • Aaker, D. A. (2012). Building strong brands. Free Press

  • Alvarez, M. D., & Campo, S. (2014). The influence of political conflicts on country image and intention to visit: A study of Israel’s image. Tourism Management, 40(2014), 70-78.

  • Alvarez, M. D., & Campo, S. (2011). Controllable versus uncontrollable information sources: Effects on the image of Turkey. International Journal of Tourism Research, 13, 310-323

  • Avraham, E. (2015). Destination image repair during crisis: Attracting tourism during the Arab Spring, Tourism Management, 47(2015), 224-232.

  • Baker, M. J., & Saren, M. (2016). Marketing theory. London: Sage.

  • Ball, A. D., & Tasaki, L. H. (1992). The role and measurement of attachment in consumer behaviour. Journal of Consumer Psychology, 1(2), 155-172.

  • Ballengee-Morris, C. (2002). Cultures for sale: Perspectives on colonialism and self-determination and the relationship to authenticity and tourism. Studies in Art Education, 43(3), 232-245.

  • Banasiewicz, A. D. (2013). Marketing database analytics. Transforming data for competitiveness advantage. Abingdon: Routledge.

  • Bavik, A., Boyol Ngan, H. F., & Ekiz, E. (2017). Technological advancement shapping consumer behavior, In: Dixit (Ed.) The Routledge handbook of consumer behavior in hospitality and tourism, Abingdon: Routledge.

  • Bayeh, E. (2015). The legacy of colonialism in the contemporary Africa: A cause for intrastate conflicts. International Journal of Innovative and Applied Research, 3(2), 23-29.

  • Behnke, C. (2012). Examining the relationship between emotional intelligence and hospitality student attitudes toward E-learning. Journal of Hospitality & Tourism Management, 24(2), 12-20.

  • Berthon, P. R., Pitt, L., Plangger, K., & Shapiro, D. (2012) Marketing meets web 2.0 social media, and creative consumers: Implication for international marketing strategy. Business Horizons, 55(3), 261-271.

  • Botti, L., & Peypoch, N. (2013). Multi-criteria ELECTRE method and destination competitiveness. Tourism Management Perspectives, 6(2013), 108-113.

  • Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet - The state of eTourism research. Tourism Management, 29(4), 609-623.

  • Buhalis, D. (1998). Strategic use of information technologies in the tourism industry. Tourism Management, 15(5), 409-421.

  • Capatina, A., & Bleoju, G. (2015). Leveraging organizational knowledge vision through Strategic Intelligence profilingthe case of the Romanian software industry. Journal of Intelligence Studies in Business, 5(2), 142-Clements, M.A.

  • Carlson, A. (1979). Appreciation and the natural environment. The Journal of Aesthetics and Art Criticism, 37(3), 267-275.

  • Carroll, N. (1995). On being moved by nature: Between religion and natural history. In: S. Kemal and I. Gaskell (eds.) Landscape, Natural Beauty, and the Arts. Cambridge, UK: Cambridge University Press, pp. 244-266.

  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.

  • Collins, C., Buhalis, D., & Peters, M. (2003). Enhancing small medium tourism enterprises’ business performance through the internet and e-learning platforms. Education & Training, 45(8/9), 483-94.

  • Coombs, P., & Ahmed, M. (1974). Attacking rural poverty: How non-formal education can help. Baltimore: John Hopkins University Press.

  • Dale, C., & Robinson, N. (2001). The theming of tourism education: A three-domain approach. International Journal of Contemporary Hospitality Management, 13(1), 30-34.

  • De Ascaniis, S., & Grecco-Morasso, S. (2011). When tourist give their reasons on the web: The argumentative significance of tourism related UGC. Information and Communication Technology in Tourism, 125-137.

  • Dixit, S. K. (2017). Handbook of consumer behaviour in hospitality and tourism. Abingdon: Routledge.

  • East, R., Singh, J., Wright, M., & Vanhuele, M. (2017). Consumer behavior: Application in marketing, London: Sage.

  • Gardiner, S., Carlini, J., & Scott, N. (2017). Smartphone technological advancement and consumers, In: Dixit (Ed.) The Routledge handbook of consumer behavior in hospitality and tourism. Abingdon: Routledge.

  • Gartner, W. C. (1993). Image formation process. Journal of Travel and Tourism Marketing, 2(2/3), 191-215.

  • Gay, J. C (2012) Why is tourism doing poorly in overseas France? Annals of Tourism Research, 39(3), 1634-1652.

  • Gunn, C. (1972). Vacationscape. Bureau of Business Research, University of Texas: Austin, TX.

  • Gossling, S., Scott, D., Hall, M. C., Ceron, J. P., & Dubois, G. (2012). Consumer behaviour and demand response of tourists to climate change. Annals of Tourism Research, 39(1), 36-58.

  • Gould, M. (2011). Branding a post-conflict destination: Northern Island, In N. Morgan, A. Prictchard, & R. Pride, Destination Brands: Managing place reputation (321-333). Oxford: Elsevier.

  • Hall, C. M. (2002). Travel safety, terrorism and the media: The significance of the issue-attention cycle, Current Issues in Tourism, 5(5), 458-466

  • Halliday, S. V. (2016) User-generated content about brands: Understanding its creators and consumers. Journal of Business Research, 69(2016), 137-144.

  • Hammond, M., & Wellington, J. (2013). Research Methods: The key concepts. Abingdon: Routledge.

  • Heidegger, M. (1996) Being and times. Albany: State University of New York Press.

  • Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277-1288.

  • Higate, P., & Henry, M. (2009). Insecure spaces, peacekeeping, power and performance in Haiti, Kosovo and Liberia. London, Zed Books.

  • Hildreth, J. (2011). The measurement challenge, In: Morgan, N., Pritchard, A. & Pride, R (Eds) Destination brands. Managing place reputation, Oxford: Butterworth-Heinemann.

  • Holbrook, M. B, & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.

  • Holden, A. (2013). Tourism, poverty and development. Abingdon: Routledge.

  • Hoskinsson, R. E., Eden, L., Lau, C. M., & Wright, M. (2000). Strategy in emerging economies. Academy of Management Journal, 43(3), 249-267.

  • Hubner, A., & Gossling, S. (2012). Tourist perceptions of extreme weather events in Martinique. Journal of Destination Marketing & Management, 1(2012), 47-55.

  • Jimenez Pelaez, J. M., Romero, J. R. & Medina, B. L. (2014). The revitalization of the ludic dimension in the teaching-learning process. A case of gamification applied to the flipped classroom methodology. ICERI2014 Conference, 17th-19th November 2014, Seville, Spain.

  • Kapoor, C. E., & Guzzo, R. F. (2017) Brand experience and loyalty, In: Dixit (Ed.) The Routledge handbook of consumer behavior in hospitality and tourism, Abingdon: Routledge.

  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.

  • Kim, Y., Lee, W. N., & Jung, J. H. (2013). Changing the stakes: A content analysis of internet gambling advertising in TV poker programs between 2006 and 2010. Journal of Business Research, (66), 1644-1650.

  • Kirillova, K., Fu, X., Lehto, X., & Cai, L. (2014). What makes a destination beautiful? Dimensions of tourist aesthetic judgement. Tourism Management, 42(2014), 282-293.

  • Korstanje, M. E., & Tarlow, P. (2012). Being lost: tourism, risk and vulnerability in the post-‘9/11’entertainment industry. Journal of Tourism and Cultural Change, 10(1), 22-33.

  • Korstanje, M. (2009). Re-visiting risk perception theory in the context of travel. E-Review of Tourism Research, 7(4), 68-81.

  • Krippendorf, J. (1987). The holiday makers. Oxford: Butterworth Heinemann.

  • Law, R. (2013). Computer-Assisted instruction in hospitality education: An intelligent tutoring systems approach. Journal of Hospitality & Tourism Education, 11(1), 50-56.

  • Liburd, J., & Hjalager, A. M. (2010). Changing approaches towards open education, innovation and research in tourism. Journal of Hospitality and Tourism Management, 17, 12-20.

  • Longworth, N. (2003). Lifelong learning in action: Transforming education in the 21st century. London: Routledge.

  • NACETT [Online], Retrieved from http://www.acronymfinder.com/National-Advisory-Council-for-Education-and-Training-Targets-(UK)-(NACETT).html, [Accessed: 30.07.16].

  • Neuhofer, B., & Buhalis, D. (2012). Understanding and managing technology-enabled enhanced tourist experiences. 2nd advances in hospitality and tourism marketing and management conference.

  • Orams, M. B (1996). A conceptual model of tourist-wildlife interaction: The case for education as a management strategy, Australian Geographer, 27(1), 39-51.

  • Park, C. W., Eisingerich, A. B., Pol, G., & Park, J. W. (2013). The role of brand logos in firm performance. Journal of Business Research, 66, 180-187.

  • Reisinger, Y., & Steiner, C. (2006). Reconceptualising interpretation: The role of tour guides in authentic tourism. Current Issues in Tourism, 9(6), 481-497.

  • Riel, C. B. M., & Balmer, J. M. T. (1997). Corporate identity: The concept, its measurement and management. European Journal of Marketing, 31(3/5), 340-355.

  • Ries, A., & Trout, J. (1982). Positioning, the battle for your mind. McGraw-Hill Professional.

  • Ritchie, B. W., Dorrell, H., Miller, D., & Miller, G. A. (2004). Crisis communication and recovery for the tourism industry. Journal of Travel and Tourism Marketing, 15(2-3), 199-2016.

  • Rose, G. M., Merchant, A., Orth, U. R., & Horstmann, F. (2016). Emphasizing brand heritage: Does it work? And how? Journal of Business Research, 69, 936-943.

  • Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer Behavior (10th Ed.), London: Pearson Prentice Hall.

  • Seddighi, H. R., Nuttall, M. W., & Theocharous, A. L. (2001). Does cultural background of tourists influence the destination choice? An empirical study with special reference to political instability. Tourism Management, 22(2001), 181-191.

  • Seraphin, H., Gowreesunkar, V., & Ambaye, M. (2016a). The blakeley model applied to improving a tourist destination: The case of Haiti. Journal of Destination Marketing Management. doi: 10.1016/j.jdmm.2016.07.004

  • Seraphin, H., Ambaye, M., & Gowreesunkar, V., & Bonnardel, V. (2016b). A marketing research tool for destination management organisations’ logo design. Journal of Business Research. doi:10.1016/j.jbusres.2016.04.074

  • Seraphin, H., Butcher, J., & Konstanje, M. (2016c). Challenging the negative images of Haiti at a pre-visit stage using Visual Online Learning Materials. Journal of Policy Research in Tourism, Leisure and Events, doi: 10.1080/19407963.2016.1261146

  • Seraphin, H., & Paul, B. (2015). La diaspora: Un levier pour le développement du tourisme en Haïti, Mondes du Tourisme. Retrieved from http://tourisme.revues.org/990, Acccessed on July 09, 2016.

  • Seraphin, H., & Nolan, E. (2014a). Voodoo in Haiti: A Religious Ceremony at the Service of the ‘Houngan’ Called ‘Tourism’, in Frost, W. & Laing, J. (Eds), Rituals and traditional events in the modern world, New-York: Routledge.

  • Seraphin, H. (2014b). Le tourisme : L’ouverture pour le peuple de Toussaint ? Paris: Publibook.

  • Seraphin, H. (2013) The contribution of tour guides to destination understanding and image. The case of Haiti via an analysis of: ‘Bonjour blanc, a journey through Haiti’, International Research Forum on Guided Tours, Breda University of Applied Sciences (Netherland).

  • Sharma, P. (2011). Country-of-origin effects in Developed vs. Emerging markets: Exploring the contrasting roles of materialism and value-consciousness. Journal of International Business Studies, 42(2), 285-306.

  • Silver, L., Stevens, R., Wrenn, B., & Loudon, D. (2013). The essentials of marketing research. Abingdon: Routledge.

  • Sok, P., O’Cass, A., & Miles, M. P. (2015). The performance advantages for SMEs of product innovation and marketing resources: Capability complementary emerging economies. Journal of Small Business Management.

  • Stepchenkova, S., & Zhan, F. (2013). Visual destination images of Peru: Comparative content analysis of DMO and user-generated photography. Tourism Management, 36(2013), 590-601.

  • Stemler, S. (2001). An overview of content analysis. Practical assessment, Research & Evaluation, 7(17), 1-10.

  • Subodh, B., & Srinivas, K. R. (1998). Symbolic and functional positioning of brands. Journal of Consumer Marketing, 15(1), 32-43.

  • Tarlow, P. (2014). Tourism security: Strategies for effectively managing travel risk and safety. Elsevier.

  • Thomson, I. (2014). Bonjour blanc, a journey through Haiti. Londres, Vintage.

  • Wagner, L. (2015). Hold tight, don’t let go. New York: Amulet Books.

  • Walters, G., & Mair, J. (2012). The effectiveness of Post-disaster recovery marketing messages - The case of the 2009 Australian bushfires. Journal of Travel & Tourism Marketing, 29(1), 87-103.

  • Wang, D., Xiang, Z., & Fesenmaier. (2014). Adapting the mobile world: A model of smartphone use. Annal of Tourism Research, 48(2014), 11-26.

  • Wang, D., Park, S., & Fesenmaier, D. R. (2012). The Role of Smartphones in Mediating the Touristic Experience. Journal of Travel Research, 51(4), 371-387.

  • Wei, Y. S., Samiee, S., & Lee, R. P. (2014). The influence of organic organisational cultures, market responsiveness, and product strategy on firm performance in an emerging market. Journal of the Academy of Marketing Science, 42(1), 49-70.

  • Xu, F., Weber, J. & Buhalis, D. (2014), Gamification in Tourism, Xiang, Z., Tussyadiah, I., (eds) Information and Communication Technologies in Tourism, Springer, pp. 525-537.

  • Zarantonello, L., Schmitt, B. H., & Jedidi, K. (2014). How to advertise and build brand knowledge globally: Comparing television advertising appeals across developed and emerging economies. Journal of Advertising Research, 54(4), 420-434.

  • Zhang, Z. (2000) Developing a model of quality management methods and evaluating their effects on business performance. Total Quality Management, 11(1), 129-137.


Abstract Views: 353

PDF Views: 0




  • DRA Model and Visual Online Learning Material in Tourism

Abstract Views: 353  |  PDF Views: 0

Authors

Hugues Seraphin
Department of Applied Management, The University of Winchester, West Downs Campus, Romsey Road, Winchester, England, United Kingdom
Michele Ambaye
ESC Pau Department of Marketing, 3 Rue Saint-John Perse, France
Alexandru Capatina
Dunarea De Jos University of Galati, Galati, Romania
Frederic Dosquet
ESC Pau Department of Marketing, 3 Rue Saint-John Perse, France

Abstract


Destination competitiveness is a growing interest area in tourism and plays a role in a destination’s image and therefore its performance. Visual Online Learning Materials (VOLM) can contribute to the competitiveness of emerging tourist destinations as long as they can convey emotion, feelings and information. VOLM can also contribute to skills development and display evidence of credibility/trustworthiness. This paper outlines how marketers tasks to include the most pertinent and attractive information in their VOLM are facilitated by Dale Robinson Anderson (DRA) model, by stimulating potential tourists to feel concerned about their things-to-do in Post-Colonial, Post-Conflict and Post-Disaster destinations (PCCD destinations).

To this end, this paper therefore presents the results of applying the DRA model to an online platform with the objective of educating consumers at a pre-visit stage, and potentially increasing visitors to emerging market destinations. The highly interactive experiences related to learning about a PCCD destination in a pre-visit stage can be easily shared within an edu-game community to meet the needs of tourists to set realistic expectations about the places they intend to visit.

Keywords


Tourism, Emerging Markets, PCCD Destination, DRA Model, Haiti, Visual Online Learning Materials.

References