Effective factors in evaluating tourism marketing performance
Vol 4, Issue 1, 2023
Issue release: 30 June 2023
VIEWS - 1035 (Abstract)
Download PDF
Abstract
Given that the survival of organizations depends on their ability to create value and value is defined by customers. Marketing is a tool to attract customers and it is contributing to the long-term commercial success and therefore, evaluating their performance is a crucial task for management. Due to the fact that there is lack of specific criteria and indicators to evaluate marketing performance, this paper proposes the criteria and related indicators for performance evaluation of tourism marketing by adopting meta-synthesis method and grounded and multi grounded theories. The statistical population included academic and industrial experts were identified from universities and tourism sector activists in Malaysia. This study introduces 11 main criteria and 40 indicators for each aspect in order to evaluate the performance of tourist attraction.
Keywords
References
1. Sigala M, Jones P, Lockwood A, Airey D. Productivity in hotels: A stepwise data envelopment analysis of hotels’ rooms division processes. The Service Industries Journal 2005; 25(1): 61–81. doi: 0.1080/0264206042000302414
2. Linna P, Pekkola S, Ukko J, Melkas H. Defining and measuring productivity in the public sector: Managerial perceptions. International Journal of Public Sector Management 2010; 23(5): 479–499. doi: 10.1108/09513551011058493
3. Mahajan G. What is customer value and how can you create it? Journal of Creating Value 2020; 6(1): 119–121. doi: 10.1177/2394964320903557
4. Da Gama AP. (2011) An expanded model of marketing performance. Marketing Intelligence and Planning 2011; 29(7): 643–661. doi: 10.1108/02634501111178677
5. Morgan NA, Clark HB, Gooner R. Marketing productivity, marketing audits, and systems for marketing performance assessment. Journal of Business Research 2002; 55(5): 363–375. doi: 10.1016/S0148-2963(00)00162-4
6. Ambler T, Kokkinaki F, Puntoni S. Assessing marketing performance: Reasons for metrics selection. Journal of Marketing Management 2004; 20(3–4): 475–498. doi: 10.1362/026725704323080506
7. Rasool H, Maqbool S, Tarique M. The relationship between tourism and economic growth among BRICS countries: A panel cointegration analysis. Future Business Journal 2021; 7: 1. doi: 10.1186/s43093-020-00048-3
8. Gkoumas A. Evaluating a standard for sustainable tourism through the lenses of local industry. Heliyon 2019; 5(11): e02707. doi: 10.1016/j.heliyon.2019.e02707
9. Pauwels K. Truly accountable marketing: The right metrics for the right results. GfK Marketing Intelligence Review 2015; 7(1): 8–15. doi: 10.1515/gfkmir-2015-0001
10. Krush MT, Agnihotri R, Trainor KJ. A contingency model of marketing dashboards and their influence on marketing strategy implementation speed and market information management capability. European Journal of Marketing 2016; 50(12): 2077–2102. doi: 10.1108/ejm-06-2015-0317
11. Clark BH, Abela AV, Ambler T. An information processing model of marketing performance measurement. Journal of Marketing Theory and Practice 2006; 14(3): 191–208. doi: 10.2753/mtp1069-6679140302
12. Sandelowski M, Barroso J. Handbook for Synthesizing Qualitative Research. Springer; 2006.
13. Strauss A, Corbin J. Basics of Qualitative Research: Grounded Theory Procedures and Techniques, 2nd ed. Sage Publications, Inc.; 1990.
14. Goldkuhl G, Cronholm S. Adding theoretical grounding to grounded theory: Toward multi-grounded theory. International Journal of Qualitative Methods 2010; 9(2): 187–205. doi: 10.1177/160940691000900205
15. Rittgen P. Multi-grounded development of enterprise modeling methods: The case of SIMM. In: Proceedings of the 2007 IRMA International Conference; 19–23 May 2007; British Columbia, Canada. pp. 22–26.
16. Berrozpe A, Campo S, Yagüe MJ. Am I Ibiza? Measuring brand identification in the tourism context. Journal of Destination Marketing and Management 2019; 11: 240–250. doi: 10.1016/j.jdmm.2018.04.005
17. Chow H, Ling GJ, Yen IY, Hwang KP. Building brand equity through industrial tourism. Asia Pacific Management Review 2017; 22(2): 70–79. doi: 10.1016/j.apmrv.2016.09.001
18. Lien CH, Wen MJ, Huang LC, Wu KL. Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review 2015; 20(4): 210–218. doi: 10.1016/j.apmrv.2015.03.005
19. Bank S, Yazar EE, Sivri U. The portfolios with strong brand value: More returns? Lower risk? Borsa Istanbul Review 2020; 20(1): 64–79. doi: 10.1016/j.bir.2019.09.001
20. Río EAJD, Agüera FO, Cuadra SM, Morales PC. Satisfaction in border tourism: An analysis with structural equations. European Research on Management and Business Economics 2017; 23(2): 103–112. doi: 10.1016/j.iedeen.2017.02.001
21. Sweeney J, Swait J. The effect of brand credibility on customer loyalty. Journal of Retailing and Consumer Services 2008; 15(3): 179–193. doi: 10.1016/j.jretconser.2007.04.001
22. Zhang D, Tu J, Zhou L, Yu Z. Higher tourism specialization, better hotel industry efficiency? International Journal of Hospitality Management 2020; 87: 102509. doi: 10.1016/j.ijhm.2020.102509
23. Chen MH. A quantile regression analysis of tourism market growth effect on the hotel industry. International Journal of Hospitality Management 2016; 52: 117–120. doi: 10.1016/j.ijhm.2015.10.001
24. García-Villaverde PM, Elche D, Martínez-Pérez Á. Understanding pioneering orientation in tourism clusters: Market dynamism and social capital. Tourism Management 2020; 76: 103966. doi: 10.1016/j.tourman.2019.103966
25. Magoutas A, Papadoudis G, Sfakianakis G. The financial performance of Greek hotels before and during the crisis. Hospitality & Tourism Management 2016; 5(6): 189–192. doi: 10.11648/j.jim.20160506.23
26. Mucharreira PR, Antunes MG, Abranja N, et al. The relevance of tourism in financial sustainability of hotels. European Research on Management and Business Economics 2019; 25(3): 165–174. doi: 10.1016/j.iedeen.2019.07.002
27. Sanclemente-Téllez JC. Marketing and corporate social responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy. Marketing and Corporate Social Responsibility 2017; 21: 4–25. doi: 10.1016/j.sjme.2017.05.001
28. Kontogianni A, Alepis E. Smart tourism: State of the art and literature review for the last six years. Array 2020; 6: 100020. doi: 10.1016/j.array.2020.100020
29. Chang SY, Tsaur SH, Yen CH, Lai HR. Tour member fit and tour member-leader fit on group package tours: Influences on tourists’ positive emotions, rapport, and satisfaction. Journal of Hospitality and Tourism Management 2020; 42: 235–243. doi: 10.1016/j.jhtm.2020.01.016
30. Nyadzayo MW, Khajehzadeh S. The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services 2016; 30: 262–270. doi: 10.1016/j.jretconser.2016.02.002
31. Yang Y, Wong KKF, Zhang J. Determinants of length of stay for domestic tourists: Case study of Yixing. Asia Pacific Journal of Tourism Research 2011; 16(6): 619–633. doi: 10.1080/10941665.2011.610144
32. Hoarau H, Kline C. Science and industry: Sharing knowledge for innovation. Annals of Tourism Research 2014; 46: 44–61. doi: 10.1016/j.annals.2014.01.005
33. Pfajfar G, Shoham A, Małecka A, Zalaznik M. Value of corporate social responsibility for multiple stakeholders and social impact—Relationship marketing perspective. Journal of Business Research 2022; 143: 46–61. doi: 10.1016/j.jbusres.2022.01.051
34. Sándorová Z, Repáňová T, Palenčíková Z, Beták N. Design thinking—A revolutionary new approach in tourism education? Journal of Hospitality, Leisure, Sport and Tourism Education 2020; 26: 100238. doi: 10.1016/j.jhlste.2019.100238
35. Tussyadiah I. A review of research into automation in tourism: Launching the annals of tourism research curated collection on artificial intelligence and robotics in tourism. Annals of Tourism Research 2020; 81: 102883. doi: 10.1016/j.annals.2020.102883
36. Stratan A, Perciun R, Gribincea C. Identifying cultural tourism potentials in republic of moldova through cultural consumption among tourists. Procedia-Social and Behavioral Sciences 2015; 188: 116–121. doi: 10.1016/j.sbspro.2015.03.346
37. Ashworth G, Page SJ. Urban tourism research: Recent progress and current paradoxes. Tourism Management 2011; 32(1): 1–15. doi: 10.1016/j.tourman.2010.02.002
38. Li Q, Zhang Y. Design and implementation of smart tourism service platform from the perspective of artificial intelligence. Wireless Communications and Mobile Computing 2022; 2022: 3501003. doi: 10.1155/2022/3501003
39. Landis JR, Koch GG. An application of hierarchical kappa-type statistics in the assessment of majority agreement among multiple observers. Biometrics 1977; 33(2): 363–374. doi: 10.2307/2529786
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Neda Jalaliyoon, Hasan Farsijani, Hamidreza Hamidzadeh
License URL: https://creativecommons.org/licenses/by/4.0/
This site is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Prof. Hung-Che Wu
Nanfang College Guangzhou, China
Processing Speed
-
-
-
- ＜7 days: submission to initial review decision;
-
-
-
- 35 days: received to accepted
- 57 days: received to online
Asia Pacific Academy of Science Pte. Ltd. (APACSCI) specializes in international journal publishing. APACSCI adopts the open access publishing model and provides an important communication bridge for academic groups whose interest fields include engineering, technology, medicine, computer, mathematics, agriculture and forestry, and environment.
