VTechWorks Repository :: Browsing by Author "McCleary, Ken W."

Browsing by Author "McCleary, Ken W."

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The Competitive Market Structure of the U.S. Lodging Industry and its Impact on the Financial Performance of Hotel Brands
Matovic, Dragan (Virginia Tech, 2002-04-17)
The primary objective of this study was to explore the relationship among various market structure constructs (consisting of barriers to entry, competition, growth, and market share) and their potential impact on financial performance. By applying theoretical underpinnings from the disciplines of marketing, strategy and industrial organization economics, and adapting them to the unique characteristics of the U.S. lodging industry, the above constructs were linked to produce the Lodging Market Structure (LMS) Model. The study consisted of a cross-sectional analysis using a sample of 67 well-recognized hotel brands operating in the U.S. (representing 63 percent of the national guestroom inventory), covering a four-year period between 1996 and 1999. Correlation and multiple regression analysis were used to examine the hypothesized relationships within the LMS model. This study represented the first comprehensive investigation of the competitive market structure of the U.S. lodging industry. The key findings of the study indicate that the financial performance of hotel brands in the United States is strongly impacted by competitive market structure. Among the various market structure constructs studied, barriers to entry played the most dominant role in determining the level of financial performance of hotel brands. Based on a strong negative relationship, barriers to entry are very effective in reducing competition in the U.S. lodging industry. Also, of the constructs studied, barriers to entry had the greatest influence on enhancing the market share of incumbent hotel brands. The growth rate of those incumbent brands has a positive relationship with barriers to entry. As competition intensifies, the growth rate of hotel brands slows down. Increases in competition are negatively correlated with a brand's market share. Competition has a strong negative relationship with the financial performance of hotel brands. Market share improves as the growth rate of hotel brands increases. As the growth rate of brands increases, profitability also improves. Likewise, improvements in a hotel brand's market share are positively related to increases in profitability. Lastly, the U.S. lodging market is becoming more competitive, and the industry has reached the mature stage of its lifecycle.
Consumer Choice of Hotel Experiences: The Effects of Cognitive, Affective, and Sensory Attributes
Kim, Dohee (Virginia Tech, 2011-07-06)
Understanding the choice behavior of customers is crucial for effective service management and marketing in the hospitality industry. The first purpose of this dissertation is to examine the differential effects that cognitive, affective, and sensory attributes have on consumer hotel choice. The second purpose is to examine the moderating effects of consumer choice context on the relationship between the cognitive, affective, and sensory attributes and hotel choice. To achieve these two purposes, this dissertation includes the design of a choice experiment to examine how cognitive, affective, and sensory attributes predict consumer hotel choice using multinomial logit (MNL) and random parameter (or mixed) logit (RPL) models. For choice experiments, the main objectives are to determine the choice attributes and attribute levels to be used for the choice modeling and to create an optimal choice design. I used a Bayesian D-optimal design for the choice experiment, which I assess from the DOE (design of experiment) procedure outlined in JMP 8.0. The primary analysis associated with discrete choice analysis is the log-likelihood ratio (LR) test and the estimation of the parameters (known as part-worth utilities), using LIMDEP 9.0. The results showed that the addition of affective and sensory attributes to the choice model better explained hotel choice compared to the model with only cognitive attributes. The second purpose is to examine the moderating effects of choice context on the relationship between cognitive, affective, and sensory attributes and hotel choice. Using a stated choice model, respondents were randomly divided into two different groups and asked to evaluate their preference for two differently manipulated choice sets. For this purpose, it is necessary to include interaction effects in the choice model. This study identified the differences among choice criteria based on two different contexts. Among eight interaction effects, four interaction effects with the contexts -- price, comfortable, room quality, and atmosphere -- were statistically significant on hotel choice. The findings provide hotel managers with important insights and implications in terms of target segmentation, product development, and marketing communication strategy.
Consumer Evaluation of a Vertical Brand Extension in the Lodging Industry: Relationships among Brand Trust, Band Loyalty, Brand Distance, and Brand Extension
Lim, Yu Mi (Virginia Tech, 2013-04-24)
Vertical brand extensions have been used as popular strategies in the lodging industry. Research on brand extension that is related with brand trust and brand loyalty has been useful in making brand extensions successful. However, previous research focused on aggregated relationships among brand trust, brand loyalty, and brand extension. In addition, it has been found that quality and price distance from a core brand of the brand extension has an impact on the success of the brand extension. Therefore, this dissertation proposes a theoretical model with six hypotheses investigating relationships among brand trust, brand loyalty and brand extension simultaneously. Further, the impact of distance from a core brand (brand distance) on the brand extension was examined. Data was collected using an online panel. A final sample of 396 was used for the data analysis. Structural equation modeling (SEM), a Chi-square difference test, and independent t-tests were utilized to test the hypotheses. The data was randomly split in two. One half of the dataset was used to test a measurement model and the other half of the dataset was used to test a structural equation model. The findings suggested there were positive relationships between brand trust and brand loyalty, brand trust and brand extension, and brand loyalty and brand extension. Furthermore, it was found that brand distance plays a significant role not only on brand extension, but also on the relationship between brand trust and brand extension and the relationship between brand loyalty and brand extension. This study contributes to vertical brand extension literature by providing a theoretical model by which simultaneous relationships among brand trust, brand loyalty and brand extension were investigated with a moderating factor: brand distance. The findings of this dissertation have important managerial implications for lodging industry brand managers.
Creating and Validating a Measure of Customer Equity in Hospitality Businesses: Linking Shareholder Value With Return on Marketing
Hyun, Sunghyup Sean (Virginia Tech, 2009-07-16)
Understanding the contribution of marketing to the shareholder value of a company has been a major challenge for marketing research. The purpose of this dissertation was creating and validating an attitudinal measure of customer equity in hospitality businesses, thus providing a link between return on marketing and the shareholder value of a company. The theoretical background of the customer equity construct was examined, and then systematic scale development processes were initiated. The results produced two concise scales: (1) 17 items that represent the six dimensions of customer equity in the restaurant industry and (2) 19 items that represent the six dimensions of customer equity in the hotel industry. Six dimensions of customer equity achieved strong convergent validity, discriminant validity, and internal consistency, indicating unidimensionality of the constructs. To further validate the newly developed scale, criterion validity was checked in correlation with six criterion measures using data collected from 590 hospitality industry consumers. The results demonstrate that customer equity closely reflects the shareholder value of a company. Also, it was found that value equity, brand equity, relationship equity, and service quality are significantly and positively correlated with overall customer equity of a company. In conclusion, customer equity represents the long-term value of a company, and reflects shareholder value of the company, thus providing a link with return on marketing investments. Theoretical and managerial implications are discussed.
Customer-based brand equity: The Effect of Destination Image on Preference for Products Associated with a Destination Brand
Lim, Yu Mi (Virginia Tech, 2009-04-28)
Due to highly competitive destination markets, destination branding techniques are becoming popular among destination marketers. The destination marketers tend to leverage their destination brand value to other products associated with the destination brand (referred to as brand extension). This thesis investigated how customer-based brand equity for a tourist destination can be transferred to products associated with a destination brand. Specifically, the effect of destination image on preference for products associated with a destination brand was investigated. The relationship between destination image, consisting of a cognitive component and an affective component, and preference for products associated with the destination brand was examined. Also, the relationship between tourists' destination preference and preference for products associated with a destination brand was investigated. Both cognitive image and affective image of destination are positively related with preference for products associated with a destination brand. It is revealed that preference for destination is also positively related to preference for products associated with a destination.
Destination Attractiveness As A Function Of Supply And Demand Interaction
Formica, Sandro (Virginia Tech, 2004-09-13)
The driving force of the tourism industry is represented by the attractions at destination. Travelers have no reason to visit destinations that have nothing to offer. Tourism research has demonstrated that attraction studies are necessary in the understanding of the elements that encourage people to travel. Achieving the goal of measuring destination attractiveness requires the understanding of its components and their relationships. There are two ways of examining attractiveness: by studying the attractions or by exploring the attractiveness perceptions of those who are attracted by them. As competition among tourism destinations increases and tourist funding decreases, it is of vital importance to understand how the inventory of existing attractions at destination relates to the perceptions that travelers have of those attractions. Tourism literature provides only a limited number of studies addressing destination attractiveness. Those studies focus exclusively on the measurement aspect of attractiveness and ignore the analysis of its components. The purpose of this study was to generate a new measurement tool for destination attractiveness and to examine the relationship between its elements. The principles of regional analysis, tourism planning, and tourism attraction research provided the foundation for a measurement and hypothesis testing model. This model is based on the assumption that tourism is a system, which is a function of supply and demand interaction. Four attraction dimensions - tourism services and facilities, cultural/historical, rural lodging, and outdoor recreation - were found to represent the attractiveness portfolio of the destination. According to the findings, no correlations were found between demand and supply importance of the four dimensions. Among demand representatives, market segments perceive and value attractions in different ways. The study explored the attractiveness evaluation of eight tourist regions and discovered correlations between demand and supply indicators. Additionally, it was established that the overall regional measures of demand and supply destination attractiveness explain the economic benefits of tourism in the same region. Among the contributions of this study is the development of a model that allows the simultaneous empirical assessment of demand and supply indicators of destination attractiveness. The findings of this study provided important implications for the development of robust tourism plans, promotional strategies, and resource allocation policies.
Destination Branding as an Informational Signal and its Influence on Satisfaction and Loyalty in the Leisure Tourism Market
Huh, Jin (Virginia Tech, 2006-06-28)
This study provides an integrated approach to understanding the relationship between destination branding and tourist behavior, and attempts to extend the theoretical and empirical evidence about the structural relationships among the following constructs: destination image, perceived quality, destination awareness (elements of destination branding), tourist satisfaction, and tourist loyalty (elements of tourist behavior) in the leisure tourism market. This study develops and empirically tests a destination branding model and its relevant components from the perspectives of tourists, so that it will help destination marketers to build more competitive tourism destinations. The destination brand model is based on relationship marketing theory, signaling theory, and brand equity theory. The model proposed four major hypotheses: 1) destination branding has a direct positive influence on tourist loyalty; 2) destination branding has an indirect positive influence on tourist loyalty through tourist satisfaction; 3) tourist satisfaction has a positive influence on tourist loyalty; and 4) the relationship between destination branding and tourist satisfaction is moderated by trip types. A sample population consisting of residents of Virginia was surveyed. A stratified sampling method and a random sampling method were used to select the sample. A total of 304 usable questionnaires out of 2,000 questionnaires were collected. Structural equation modeling (SEM) was used to test hypotheses in this study. The results revealed that: 1) cognitive destination image and destination familiarity had a direct influence on tourist loyalty as well as an indirect influence on tourist loyalty through tourist satisfaction; 2) affective destination image had only an indirect impact on tourist loyalty through tourist satisfaction; 3) tourist satisfaction had a significant relationship with tourist loyalty; and 4) cognitive destination image, affective destination image, and destination recognition were moderated by trip types. This study can initiate the development of theoretical foundations for destination branding. Also, the implications of these findings can help destination managers and marketers build competitive strategies for destination branding in order to ensure long-term relationships between tourists and their destinations.
A Determination of Interpersonal Interaction Expectations in International Buyer-Seller Relationships
Jones, David L. (Virginia Tech, 2000-03-24)
Relationship/collaborative selling, as opposed to traditional, transaction oriented selling, stresses the need to form relationships with prospects and customers across all stages of the buyer-seller relationship (Jolson, 1997). The problem is that applying the relationship selling process to all types of customers may lead to inappropriate interpersonal interaction if the customer's orientation is only short-term in nature (Jackson, 1985a, 1985b). Anderson and Narus (1991) make the point that significant variations within industries (i.e., hotel industry) can exist in the buyer's expectation of working relationships with sellers, from a collaborative relationship desire to a transactional (i.e., discrete) relationship. This study developed and empirically tested a model of international buyer-seller relationships in the hospitality industry. The model analyzed several relationships: 1) the relationship between National Culture (Hofstede, 198oa, 1980b & 1997) and the interpersonal interaction "success" variables (i.e., structural bonding, social bonding, communication content, communication style, and trust) in the buyer-seller relationship (Wilson, 1995); 2) the relationship between the "success" variables and the outcomes of the buyer-seller relationship (i.e., relationship commitment and long-term orientation of the buyer); and 3) the relationship between the level of knowledge of the selling strategy used by the salesperson and the buying preferences of the buyer, as perceived by the salesperson. In addition, each of these relationships was examined in terms of the differences that may exist in base of operation of the salesperson (i.e., North America or Asia). The study specifically focused on the hotel industry salesperson and the relationship he or she has with his or her top account. The cross-cultural differences were captured by use of a sample of salespeople that were based either in North America or Asia. The results of this study showed that the relationship/collaborative selling strategy is not necessarily appropriate for all selling situations, but the salesperson may not be knowledgeable enough of his or her customer's preference for interpersonal interaction to be able to identify that fact. It also indicated that different importance is placed on different "success" variables in the buyer-seller relationship in different bases of operation. Specifically, trust is more important in North America than Asia, but it is still an important factor in both selling environments. It was also concluded that social bonding might be overrated in regards to the top account buyer-seller relationship. The conclusion can be made that more emphasis needs to be placed on the building and maintaining of trust than the need to "build a relationship" through social bonding, at least with the top account. The implications of the study can be applied to the improvement of how sales training is taught on a global basis.
Development of a framework for identification of political environmental issues faced by multinational hotel chains in newly industrialized countries in Asia
Kim, Chol Yong (Virginia Tech, 1992-04-05)
The primary/objective of this study was to develop a framework for identification of political environmental issues faced by multinational hotel chains in newly industrialized countries in Asia. To accomplish the objective, key factors having an impact upon these hotel chains were identified using the Delphi Technique. This study was conducted with participation of multinational hotel chain executives and general managers, trade association executives, government tourism officials, hospitality management educators, and industry lawyers. Five Asian countries including Hong Kong, Korea, Malaysia, Singapore, and Thailand were selected as a sample for newly industrialized countries. Key factors in the political environment were identified under four categories: law and regulation, administrative, judicial, and lobbying, based on the classification scheme of the Trends Database developed by the Virginia Polytechnic Institute and state University. A professional panel of 17 members identified 93 key factors for each category in the first round of Delphi. In the second round panel members rated the level of influence of these identified factors using a five point Likert-type scale (5 = very influential, 1 = not influential), and reexamined their ratings in the final round to reach an agreement. All key factors receiving a total of two-thirds of the panel members' votes in the very influential, moderately influential and average influence categories were included in the framework. Finally, a total of 58 factors were agreed to be included in the framework: 26 in the law and regulation category, 14 in administrative, 10 in judicial, and 8 in lobbying categories.
Development of a model to examine the determinants of demand for international hotel rooms in Seoul
Kim, Youngtae (Virginia Tech, 1996-10-15)
The primary objective of this study was to develop an empirical model that accounts for factors affecting the demand for international tourist hotels, and that enables demand estimation and projection of demand, in the context of the metropolitan Seoul area. Models were hypothesized to explain market behavior of selected segments of the hotel industry. Demand Model I accounted for international hotel demand incorporating such explanatory variables as price, trade volume and events. Both demand and price were treated as endogenous variables and the time-dependent error processes were all examined. Demand Model I was further expanded by incorporating segmentation variables. The inclusion of segmentation variables into the model in Demand Model II enabled the analysis of the interdependence of market segments that affects demand. Along with the incorporation of a time series structure, a system of equations was employed for Demand Model II. The results indicated that the explanatory variables, which were own price, the number of events and the volume of trade, had a significant impact on international hotel demand. The results from the demand equations also revealed that the demand for a segment is significantly influenced by price and demand for other segments. A cross-segment substitution effect on the demand side is quite relevant for the international lodging market in Seoul and demand for a market segment fluctuates in the same direction as the total market demand changes. From the price equations, the market price of lodging services was found to be related to demand and supply influences simultaneously. The results also indicated that seasonality and economic factors, such as exchange rates and consumer price index, have significant influence directly on international lodging prices. Such factors also were found to have indirect effects on the demand level.
Development of a Travelers' Information Search Behavior Model
Gursoy, Dogan (Virginia Tech, 2001-12-03)
In the dynamic global environment of today, understanding how travelers acquire information is important for marketing management decisions (Srinivasan 1990; Wilkie and Dickson 1985). For destination marketing managers, understanding information search behavior of travelers is crucial for designing effective marketing communication campaigns because information search represents the primary stage at which marketing can provide information and influence travelers' vacation decisions. Therefore, conceptual and empirical examinations of tourist information search behavior have a long tradition in tourism marketing literature (Etzel and Wahlers, 1985; Fodness and Murray, 1997, 1998, 1999; Perdue, 1985; Schul and Crompton, 1983; Snepenger and Snepenger 1993; Woodside and Ronkainen, 1980). Even though several studies examined travelers information search behavior and the factors that are likely to affect it, they all examined travelers' prior product knowledge as a uni-dimensional construct, most often referred to as destination familiarity or previous trip experiences (Woodside and Ronkainen, 1980). However, consumer behavior literature suggests that the prior product knowledge is not a uni-dimensional construct (Alba and Hutchinson). Alba and Hutchinson (1987) propose that prior product knowledge has two major components, familiarity and expertise, and cannot be measured by a single indicator. In addition, in tourism, little research has been done on the factors that are likely to influence travelers' prior product knowledge and, therefore, their information search behavior. The purpose of this study is to examine travelers' information search behavior by studying the effects of travelers' familiarity and expertise on their information search behavior and identifying the factors that are likely to influence travelers' familiarity and expertise and their information search behavior. A travelers' information search behavior model and a measurement instrument to assess the constructs of the model were designed for the use of this study. The model proposed that the type of information search (internal and/or external) that is likely to be utilized will be influenced by travelers' familiarity and expertise. In addition, travelers' involvement, learning, prior visits and cost of information search are proposed to influence travelers' familiarity and their information search behavior. Even though a very complex travelers' information search behavior model was proposed, only the effects of travelers' prior product knowledge (familiarity and expertise) on travelers' information search behavior were empirically tested due to the complex nature of the model. First the proposed measurement scales were pretested on 224 consumers. After making sure that proposed measures of each construct were valid and reliable, a survey of 470 consumers of travel/tourism services who reside in Virginia was conducted. Structural Equation Modeling (i.e., LISREL) analysis was performed to test the fit of the model. Results of the study confirmed that travelers' prior product knowledge has two components, familiarity and expertise, and expertise is a function of familiarity. Both familiarity and expertise affect travelers' information search behavior. While the effect of familiarity on internal search is positive and on external search is negative, the effect of expertise on internal search is negative and on external search is positive. The study identified a U-shaped relationship between travelers' prior product knowledge and external information search. At early stages of learning (low familiarity), travelers are likely to rely on external information sources to make their vacation decisions. As their prior product knowledge (familiarity) increases they tend to make their vacation decisions based on what is in their memory, therefore, reliance on external information sources decreases. However, as they learn more (become experts), they realize that they need more detailed information to make their vacation decisions. As a result, they start searching for additional external information to make their vacation decisions.
ECOSERV: an examination of the service quality expectations of the ecotourists
Khan, Maryam M. (Virginia Tech, 1996-12-05)
The concept of service quality is gaining global importance in hospitality/tourism industry, and ecotourism is regarded as one of its fastest growing segment. The main objective of this study was to examine the relationship between ecotourist's environmental attitude, environmental behavior, travel motivation, value dimension, and their service quality expectations. A conceptual model was developed to study these relationships. The service quality expectations of the ecotourists were measured by ECOSERV - an adapted version of SERVQUAL scale. The results of the study suggest a significant relationship between service quality expectations of the ecotourists and their environmental and travel behavior. Pearson's correlation analysis revealed the direction of the relationship which supports the notion that those with positive attitude and behavior toward the environment most likely prefer services that are environmentally friendly. Also, it was evident that when reasons to travel are intercultural and social, services with local cultural influence were most likely to be expected from an ecotourist business. Canonical correlation analysis revealed three significant variate pairs (functions). The interpretation of the first pair indicated that ecotourists who perceive the ecotourist business to help/benefit the community and who have an ecocentric attitude toward the environment, tend to expect more of those services that are courteous, informative, trustworthy, in addition to environmentally friendly facilities/equipment. The second pair revealed that when the attitude and behavior toward the environment is not positive, and reasons to travel are not intercultural, services are expected to be performed on promised time, with prompt personal and individual attention. The third pair suggested that when there is no interest in intercultural social interactions but there is an ecocentric attitude toward the environment, the service preference tend to be for facilities that are safe/appropriate to the environment, and equipment that minimize environmental degradation. Also, it was evident that service quality expectations of the ecotourists are somewhat influenced by their attitude toward the environment, their behavior patterns, reasons to travel, and emphasis on value. The study contributed to the theoretical and methodological advancement of service quality and ecotourism literature by developing ECOSERV, a scale to measure the service quality expectations of the ecotourists. It provided practical and marketing implications for the ecotourist industry which can be useful to the ecotourist marketers, tour operators and destination promoters, to target specific markets, design products and services, plan communication strategies, and promote tourism that is sustainable.
The effect of organizational factors on the structure of the buying center: the case study of corporate travel management
Damonte, Lowell Taylor (Virginia Tech, 1994-03-15)
In this study the researcher attempts to advance the understanding of the structure of firm buying centers for air travel services. First, an attempt is made to find empirical support for the proposition that firm air travel service buying centers can be grouped on the basis of their size, degree of complexity, centralization, and formalization. The study investigates the relationship of size, structure, and technology of the organization as a whole to the structure of the buying center. Diagraphs, or pictures representing the members of the buying centers, and the communication flows between those members, allow the researcher to record three constructs of buying center complexity: lateral involvement, vertical involvement, and connectedness. The size of the buying center is defined as the number of people within the organization who participated in the buying process from the reservations phase to the final payment of the supplier. The degree of centralization is determined by the number of communications between the travel manager and other buying center members. Formalization of the buying center was operationalized as the percent of written versus verbal communication in the buying process, the extent to which the process was governed by rules and policies, and the degree of compliance with policy. Significantly different mean values were found in buying center size and the degree of written versus verbal communication across the three cluster analysis-derived groups. None of the other buying center variables were found to differentiate the groups. Of all the organizational variables, only firm size, as measured by the absolute value of air travel purchases per year, was found to be a better-than-chance predictor of group membership. Additional research on participation during the contract negotiation phase is suggested. It is further proposed that future researchers wishing to study corporate travel in an industrial marketing context begin to study influence on, in addition to participation in, the buying process. It is further suggested that these issues should be investigated in the context of global as well as domestic organizations and evaluated on a longitudinal basis.
The effects of channel power, destination attractiveness and destination political risk events on U.S. tourism channel firms' performance: the case of tourism destinations in Africa
Brown, Desmond Omotayo (Virginia Tech, 1996-07-01)
NOTE: Pages 133-134 are missing and there are 2 copies of page 31. see document This is an exploratory study that empirically examines the relationships between United States' tourism channel firms' power, African country destination's political risk events and touristic attributes and their effects on firm performance. Tourism channel firm performance is conceptualized as having five dimensions: the number of trips generated, repeat business, package tour sales, profits and new destinations. The link between these dependent variables and their relationship to channel power, destination attractiveness and political risk is the principal focus of this study. Data for the study were collected using a structured questionnaire mailed to the population of tour operator, travel agents and other destination marketing organizations, airline and hotel companies who are members of the Africa Travel Association (N=450) between December 1995 and February, 1996. One hundred and twenty nine respondents completed the survey, yielding a response rate of 28.6%. Nonrespondents were also profiled to ensure respondent representativeness. Data were analyzed using Factor Analysis and Multiple Regression. The results from factor analysis delineated tourism channel power into two main factor groupings - internalization power factors and technological power factors. The internalization power factors include the use of staffing, management, proprietary research and acquisition of supply firms as techniques used by U.S. tourism channel firms to dominate; while the technological factors used include expert systems, computerized communications and reservation systems. These factors explain 68.5% of the total variance. Three main factor groupings emerged from the factor analysis of touristic attributes in African destinations: (1) Natural resource factors, which constituted climatic, geographic, beach, floral and faunal stock, scenery, landscape, vegetation and wildlife activities; (2) Cultural/Ethnic factors, constituting tribal life, ethnic customs and historic monuments; (3) Activity factors - hunting safaris, local tribal life participation and local shopping .Overall, the total variance explained by these factors amount to 51.5%. Regarding the factor groupings for political nsk, two main factors emerged: (1) Regionalized Political Risk Events, constituting civil wars, revolution, coups d’etat, factional conflicts, border conflicts and the like; (2) Globalized Political Risk Events- high inflation rates, high external debt ratio, profit repatriation restriction, and negative world public opinion among others. These factors account for 70.8% of the total variance. Overall, five models emerged from the multiple regression procedure, constituting each of the individual dependent variables of performance: trip generation, repeat business, package tours, profits new destinations. The overall model for the dependent variable of percentage of trips generated was found to be statistically significant. Furthermore, this model explains 34.7% of the total variance for trips generated by United States’s tourism channel firms to Africa. The model of the dependent variable of repeat business reveals that only 29.5% of the variance is explained by the dependent variable. Furthermore, the model is not statistically significant. The model depicting the dependent variable of package tours and the individual independent variables explains 47.2% of the variance, and is statistically significant. The multiple regression model for the dependent variable of number of new destinations entered in Africa constitutes the fifth model. The overall model explains 45.85% of the total variance, and is highly significant. However, of all the factors included in the model regionalized political risk factors appears to affect new destinations negatively.
The Effects of Superstition as Destination Attractiveness on Behavioral Intention
Zhang, Yunzhou (Virginia Tech, 2012-05-02)
Superstitious beliefs date back thousands of years and continue to the present, and research suggests that superstitious beliefs have a robust influence on product satisfaction and decision making under risk. The study therefore examines how superstition attitude will impact potential tourists' intention to visit a destination so that relevant organizations (e.g. destination management/marketing organizations) could better understand potential tourists' behaviors, identify a niche market encompassing those prone to superstition, and tailor the tourism products to the needs and beliefs of potential tourists. The study used a survey instrument which consists of four components: the scale of Superstition as Destination Attractiveness (SADA), the revised Paranormal Belief Scale, the measurement of Intention to Visit, and respondents' demographics and travel experiences. A mixed-method data collection procedure was adopted to populate the sample. A total of 323 questionnaires were collected from Virginia Tech students, at both undergraduate and graduate level. A multiple regression analysis method was employed for hypothesis testing. The result of the data analysis supported both hypotheses, and the study finds that the more positive potential tourists' attitude is about superstition, the more likely they are to visit a destination with superstition as its attractiveness, and the more trait of superstition a potential tourist bears, the stronger the relationship between potential tourists' attitude about superstition and their intention to visit a destination with superstition as its attractiveness. Implications and future studies were suggested based on the findings of the study.
The effects of tourism impacts upon Quality of Life of residents in the community
Kim, Kyungmi (Virginia Tech, 2002-11-05)
This study investigates how tourism affects the quality of life of residents in tourism destinations that vary in the stage of development. The proposed model in this study structurally depicts that satisfaction with life in general derives from the satisfaction with particular life domains. Overall life satisfaction is derived from material well-being, which includes the consumer's sense of well being as it is related to material possessions, community well-being, emotional well-being, and health and safety well-being domains. The model also posits that residents' perception of tourism impacts (economic, social, cultural, and environmental) affects their satisfaction of particular life domains. Lastly, this study investigates that tourism development stages moderate the relationship between residents' perception of tourism impacts and their satisfaction with particular life domains. Accordingly, the study proposed four major hypotheses: (1) residents' perception of tourism impacts affects their QOL in the community, (2) residents' satisfaction with particular life domains is affected by the perception of particular tourism impact dimensions, (3) residents' satisfaction with particular life domains affects residents' life satisfaction in general, and (4) the relationship between residents' perception of tourism impacts and their satisfaction with particulate life domains is moderated by tourism development stages. The sample population consisting of residents residing in Virginia was surveyed. The sample was proportionally stratified on the basis of tourism development stages covering counties and cities in the state. Three hundreds and twenty-one respondents completed the survey. Structural Equation Modeling and Hierarchical Multiple Regression were used to test study hypotheses. The results revealed that the residents' perception of tourism impacts did affect their satisfaction with particular life domains significantly, and their satisfaction with particular life domains influenced their overall life satisfaction. The hypothesized moderating effect of tourism development stages on the relationship between the perception of tourism impacts and the satisfaction with particular life domains was not supported. The results indicated that the relationship between the economic impact of tourism and the satisfaction with material well-being, and the relationship between the social impact of tourism and the satisfaction with community well-being were strongest among residents in communities characterized to be in the maturity stage of tourism development. This finding is consistent with social disruption theory which postulates that boomtown communities initially enter into a period of generalized crisis, resulting from the traditional stress of sudden, dramatic increases in demand for public services and improving community infrastructure (England and Albrecht's (1984). Additionally, residents develop adaptive behaviors that reduce their individual exposure to stressful situations. Through this process, the QOL of residents is expected to initially decline, and then improve as the community and its residents adapt to the new situation (Krannich, Berry & Greider, 1989). However, when a community enters into the decline stage of tourism development, the relationship between the economic impact of tourism and the satisfaction with material well-being, and the relationship between the social impact of tourism and the satisfaction with community well-being may be considered to be the capacity of the destination area to absorb tourists before the host population would feel negative impacts. This is consistent with the theoretical foundation of carrying capacity, suggesting that when tourism reaches its maturity or maximum limit, residents' QOL may start deteriorating. Further, the relationship between the cultural impact of tourism and the satisfaction with emotional well-being, and the relationship between the environmental impact of tourism and the satisfaction with health and safety well-being were strongest in the decline stage of tourism development. Neither the theories of social carrying capacity nor social disruption offered much to explain this result. However, this result is consistent with Butler's (1980) argument that in the decline stage, more tourist facilities disappear as the area becomes less attractive to tourists and the viability of existing tourist facilities becomes more available to residents in the destination community. As residents' perception of negative environmental impacts increases, their satisfaction with health and safety well-being decreases in the decline stage of tourism development unless the area as a destination provides rejuvenating or alternative planning options. It has been well established that residents in certain types of tourism communities might perceive a certain type of tourism impact unacceptable, while in other communities, the same impact type may be more acceptable. Thus, the study suggests that the proposed model should be further tested and verified using longitudinal data.
An empirical investigation of determinants of tourist destination image
Baloglu, Seyhmus (Virginia Tech, 1996-09-03)
The research of the past two decades in travel and tourism has demonstrated that tourism destination image is a valuable construct in investigating the destination selection process and behavior of travelers. Most studies of consumer decision making in tourism have investigated the relationship between image of a destination and preference or visitation intentions for the destination. As competition among tourism destinations is getting more intense, it becomes increasingly important to understand the dynamic structure of image by studying forces or influences contributing to destination image formation so that a more effective image creation and correction strategy can be articulated. In the last two decades, research in travel and tourism has investigated many important issues regarding the image concept and contributed to understanding of tourist destination image. However, although numerous researchers across different fields emphasized the importance of understanding the forces contributing to image formation process, it has not received much attention in travel and tourism studies. Building upon the works from several fields and disciplines such as consumer behavior and marketing, travel and tourism, environmental psychology and geography, this study developed and empirically tested a conceptual model of the determinants of tourist destination image (image formation process). A major finding of the study was that a tourist destination in1age is formed by both stimulus factors and travelers' characteristics. The image of a tourism destination is dynamic and developed by chains of influences. The findings of a path analysis indicated that variety and type of information sources used, age and education influence perceptual/cognitive evaluations of tourism destinations. The perceptual/cognitive eval uatiol1s and socio-psychological travel motivations together influence affective evaluations of tourism destinations. The perceptual/cognitive and affective evaluations, then. form an overall Image of tourism destinations. It was also found that the overall image was more likely influenced by affect than perceptual/cognitive evaluations and affect together. In other words, affect serves as an intervening variable between perceptual/cognitive evaluations and overall image. The study contributed to the theoretical advancement of destination linage formation in the field of travel and tourism. It also contributed to consumer behavior and marketing by providing a structural model by which a simultaneous empirical treatment of the elements influencing image was investigated. The results of this study provided important implications for strategic image management and can aid in designing and implementing marketing programs for creating and enhancing tourist destination images. They can also aid in tailoring images for specific target markets, positioning tourism destinations, and designing advertising and promotional programs.
An Examination of Destination Competitiveness from the Tourists' Perspective: The Relationship between Quality of Tourism Experience and Perceived Destination Competitiveness
Meng, Fang (Virginia Tech, 2006-12-13)
Destination competitiveness has become a critical issue in today's increasingly challenging tourism market. Many studies have indicated that tourists and their needs stand as the ultimate driving force which influences competition and competitiveness in the tourism destination. Today, destinations eventually compete on the quality of tourism experience offered to visitors. However, limited research has been undertaken to examine destination competitiveness from the tourists' perspective. The purpose of this study is to investigate the effect of quality of tourism experience on tourists' perception of destination competitiveness. A destination competitiveness model based on the perceptions of tourists and a measurement instrument to assess the constructs of the model were developed for this study. The model proposes that tourists' perceived destination competitiveness is affected by the quality of tourism experience, which includes the experience in pre-trip planning, en-route, on-site, and after-trip (reflection) phases. Furthermore, tourist involvement, as an important salient dimension of consumer behavior, is introduced into the model as a moderating factor in the relationship between quality of tourism experience and perceived destination competitiveness. The sample population of this study consists of residents of Virginia who are 18 years old or above and took at least one leisure trip away from home in the past 18 months. Three hundred and fifty-three usable questionnaires were utilized in the data analysis of the study. Canonical Correlation Analysis (CCA) and Structural Equation Modeling (SEM) analysis were performed to test the study hypotheses. The results indicated that the quality of tourism experience and tourists' perception of destination competitiveness do relate to each other as substantiated by the existence of shared common variances between these two major constructs. The study also revealed that tourists' perception of destination competitiveness is positively influenced by the quality of tourism experience in terms of different phases (pre-trip planning, en-route experience, on-site instrumental experience, on-site expressive experience, and after-trip reflection). Furthermore, tourist involvement appears to have a moderating effect on the relationship between pre-trip planning experience, en-route experience, on-site expressive experience, and perceived destination competitiveness. The study also provided managerial implications to destination managers and marketers based on the research findings.
An Examination of Effects of Self-Concept, Destination Personality, and SC-DP Congruence on Tourist Behavior
Li, Xiangping (Virginia Tech, 2009-09-28)
Factors influencing tourist behavior have been a focal point in tourism research for decades. Efforts to unveil the determinants that shape travel behavior stem not only from pure academic interest, but from practical business considerations (Pizam & Mansfeld, 1999). Destination personality, self-concept, and congruence between self-concept and destination personality (SC-DP congruence) are among the factors that are believed to influence tourist behavior. However, little research has been undertaken to understand the impact of these factors on tourist behavior. The purpose of this study is to investigate the effects destination personality, self-concept and SC-DP congruence on tourist behavior. A theoretical model that attempts to investigate the influence of destination personality, self-concept, and SC-DP congruence on tourist behavior was developed and tested empirically. Specifically, the model proposed that tourist behavior is affected by destination personality, self-concept, and SC-DP congruence. Particularly, self-concept consists of four aspects, including actual self-concept, ideal self-concept, social self-concept, and ideal social self-concept; hence SC-DP congruence also includes fours such facets. Furthermore, tourist involvement is examined to see whether it would moderate the relationship between SC-DP congruence and tourist behavior. Data were collected using an online panel survey in December 2008. A total of 663 usable responses were obtained. Pearson correlation, structural equation modeling (SEM), and hierarchical multiple regression analyses were performed to test the hypotheses. For the SEM analysis, the sample was randomly split into two groups. One was used to test the model and the other was used for model validation. The findings suggested significant influences of destination personality, self-concept, and SC-DP congruence on tourist behavior. Findings of this study also showed that there are significant and positive relationships between destination personality and self-concept. However, tourist involvement was found to have no moderating effect on the relationship between SC-DP congruence and tourist behavior. The study also provided managerial implications for destination marketers based on the research results.
An examination of individual level effects of downsizing in a foodservice organization
Hutchinson, Joe Carruth (Virginia Tech, 1994-05-05)
This research examined the effect of downsizing on the stress-related perceptions and work-related attitudes and behaviors of employees of a school food service organization. A major purpose of this study was to investigate individual level responses according to the severity of the downsizing. The research also examined the relationships between employees' stress-related perceptions and their work-related attitudes and behaviors, and the moderating effect of demographic factors on these relationships. Data for this research was collected from 527 cafeteria employees from 87 campuses of the focal organization. The results indicated that downsizing severity, expressed as the percentage of school cafeteria labor hour reductions during the past year, had little impact on employees' subjective interpretations or their attitudinal and behavioral responses. There was also a significant and positive relationship between downsizing severity and the campus-level productivity, as measured by the increase in meals served per labor hour. The results indicated no significant relationships between perceived job insecurity and employee attitudinal and behavioral reactions. However, significant and positive relationships were reported between employee role stress, as measured through role conflict and role ambiguity, and their work-related attitudes and behaviors. The correlations between perceived job insecurity and selected demographic variables were found to be either insignificant or contrary to predictions.

Browsing by Author "McCleary, Ken W."

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