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Future Research Directions in Tourism


Marketing

Article in Marketing Intelligence & Planning · June 2010


DOI: 10.1108/02634501011053702

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Tourism
Future research directions marketing
in tourism marketing
Rodoula Tsiotsou
Department of Marketing and Operations Management, 533
University of Macedonia, Thessaloniki, Greece, and
Vanessa Ratten Received January 2010
Accepted January 2010
A.J. Palumbo School of Business Administration,
Duquesne University, Pittsburgh, Pennsylvania, USA

Abstract
Purpose – The purpose of this paper is to formulate and discuss future research avenues for the
marketing of tourism services.
Design/methodology/approach – The approach taken in the paper is to review the relevant
literature and focus on the key themes most important for future research on tourism marketing.
Findings – The paper finds that there are a number of research avenues for tourism marketing
researchers and marketing practitioners to conduct investigations on but the most important areas are
consumer behavior, branding, e-marketing and strategic marketing.
Practical implications – The paper is relevant to tourism firms and destination management
organizations in the development of marketing activities/capabilities to increase their customer base. In
addition, as this paper takes a global perspective it is also helpful to compare different international
research directions.
Social implications – Changing demographics and the aging of the global population mean
different marketing approaches will be needed to market tourism services to older consumers and also
consumers from developing countries such as China and India.
Originality/value – This paper is a key resource for marketing practitioners wanting to focus on
future growth areas and also marketing academics interested in tourism marketing that want to stay at
the forefront of their research area of expertise.
Keywords Tourism, Marketing, Tourism development, Strategic marketing
Paper type Conceptual paper

1. Introduction
As the global population ages and travelling becomes cheaper and quicker than it is
today and tourism will continue to be a cornerstone of the global economy. The
increased emphasis on sustainability and lifestyle decisions will also heavily influence
tourism and the way it is marketed in the future. This special journal issue has included
some of the most cutting edge research on developments happening in tourism
marketing research. However, it is also important to point out the research areas that
still need to be addressed in order to have a more global and refined understanding of
where tourism research is heading and what academics, practitioners and policy
analysts can do in order to better understand tourism marketing. The aim of this paper Marketing Intelligence & Planning
Vol. 28 No. 4, 2010
is to highlight some fertile research areas and stress how more interdisciplinary pp. 533-544
research is required related to tourism. Table I presents the main research topics q Emerald Group Publishing Limited
0263-4503
identified in the tourism marketing literature. We focus on the research areas that have DOI 10.1108/02634501011053702
MIP Research areas Topics
28,4
Consumer behavior Motives, perceptions, satisfaction
Market segmentation, targeting, Psychographic and behavioral segmentation factors
positioning
Brand management Destination branding, destination image, destination
personality, destination image measures
534 Service performance Service quality, service delivery, service failure
E-marketing Transaction, promotion, Web 2.0, user-generated
Table I. content, social media, mobile services
Current research areas Demand models/pricing Demand prediction models and pricing strategies
and topics in tourism Strategic marketing/marketing concept Market orientation, relationship marketing,
marketing research experiential marketing

been addressed in the papers of the special issue to clarify and identify future research
avenues.
The structure of this paper is as follows. First, suggestions for future research in the
areas of consumer behavior-market segmentation, brand management, e-marketing-use
of new technologies and strategic are discussed. As the objective of this special journal
issue was to contribute to the existing literature and develop new knowledge on tourism
marketing, the above topics are stated as major research areas worthy of further
academic and practitioner inquiry. The next section of the paper discusses how future
research on tourism marketing needs to link more to other marketing and management
areas of study. The final section of the paper concludes the paper by stating that
tourism marketing is an interesting and exciting area of expertise and will continue to
grow in the next decades.

2. Consumer behavior – market segmentation, targeting, positioning


Consumer behavior is a dynamic and eclectic field of tourism marketing (Mattila, 2004).
Global consumption of tourism means that there are many different aspects of the
environment people are influenced by. Consumption patterns are changing globally as
more people become classified as middle-class in developing countries such as China
and India and can afford more time to travel. More people worldwide can afford to stay
in hotels but the geographic origin of these consumers is changing. The changing
nature of the global hotel industry means that future research should discuss in more
depth how consumers’ decision marketing processes are changing (Louviers et al.,
2003). As consumers are aging this will create changing demands in what services and
facilities are offered to tourists. More research is required on the mature consumer and
how tourist resorts will be affected by these changes. For example, Moschis et al. (2003)
highlighted that more research is required on how mature consumers respond to
monetary incentives. Kim and Geistfeld (2003) also found that the demand for full
service restaurants will increase because of the aging population and stressed the
importance of further research focusing on this demographic segment of the population.
Emotional or nostalgia attachments are components of tourism marketing that
Shoemaker and Bowen (2003) highlighted as future research in customer loyalty for
tourism companies. Owing to the changing online marketing tools consumers utilize in
choosing a tourism destination (Poria and Oppewal, 2003), more research is required on
how consumers respond to new technologies.
Another research avenue for consumer behavior studies in tourism marketing is to Tourism
further analyze the cross-cultural differences of the global travel market. Mueller et al. marketing
(2003) found that Irish and American consumers have a different perception of service
encounters. In addition, as found by Prebensen et al. (2003), consumers also differ
globally due to their individuality and ethnic background, which is an important
direction for future research. For example, German immigrants in America may differ
in terms of their consumption behaviors due to their ethnic background. Teye and 535
Leclerc (2003) studied the consumption patterns of cruise ship passengers from an
ethnic perspective but future research should also examine ethnic minorities and
immigrants’ particularities. More research should also further substantiate ethnic
segments using the approaches taken by Sirakaya et al. (2003) who analyzed Japanese
visitors to Turkey. An alternate approach that is worthy of more research is to examine
vacation styles as a segmentation factor as utilized by Dolnicar and Leisch (2003) and
Chen and Uysal (2003) with an ethnic perspective to examine in further detail how
tourism is affected by both geography and culture.
Tourism can take a variety of forms from families travelling together for weekend
excursions to university students taking study abroad programs. Future research on
tourism needs to further identify the changing consumer habits of various segments of
the population from baby boomers to generation Y. Space travel is now a reality for
some wealthy individuals but as technology develops and people have more leisure time
it will be interesting to see how quickly companies marketing tourism services adapt
their advertising campaigns to take advantage of new destinations. How tourism
changes and the likely technology changes that will occur are worthy of a deeper
understanding of what people perceive as destination tourism. Other research
methodologies should also be used in future research in order to triangulate research
findings on destination image.
Most studies on segmentation in tourism utilize demographic, geographic,
behavioral or a psychographic approach (Tsiotsou, 2006). However, as Tsiotsou and
Vasioti (2006) highlighted, segmenting tourists is a combination of factors, some of
which have not been researched thoroughly enough in previous studies. These factors
important to finding out in more depth how to best differentiate tourists may be a
person’s entrepreneurial orientation to risk taking activities or their propensity for new
or innovative experiences. These new segmentation approaches can be complemented
with the existing research in order to assist in gaining more confidence on the right
methodological approaches to segment tourists (Tsiotsou, 2006). For example, Pizam
et al. (2004) found that high risk seeking tourists score higher in physical activities but
they did not incorporate the entrepreneurial literature research on entrepreneurial
orientation. Thus, combining these two literature approaches to the research on tourism
segmentation would be an interesting avenue for future research endeavors.
Future research on segmenting tourism customers also needs to focus more on the
relationships between different segmentation approaches in order to investigate
whether these approaches are mutually exclusive or are interdependent on each other
(Tsiotsou, 2006). For example, tourist resort customers can be segmented
geographically according to what country they are from, their income level but also
their entrepreneurial proclivity. Moreover, more research needs to investigate the
different ethnic sub-groups within a geographic region to find out if this also impacts
on a person’s tourism activities. Previous research on segmentation has focused
MIP on identifying homogenous groups of customers that have similar attributes but future
28,4 approaches should look not at the similarities but the differences that people have and
why different groups of consumers may frequent the same tourist resort.

3. Brand management
Branding is a strategy used to differentiate products and companies, and to build
536 economic value for both the consumer and the brand owner. There a variety of different
brands that are used in tourism marketing from travel agents, companies advertising
tourism products such as hiking equipment to destinations like Canada being a
brand (Hudson and Ritchie, 2009). Hence, there are a number of different directions that
future research on branding in tourism marketing can take.
One of the most important concepts linked to branding is brand equity. Brand equity
refers to the added value with which a brand endows a product and to the addition of
the brand’s attributes including reputation, symbols, associations and names.
Customer-based brand equity and the financial-based brand equity have not been
examined adequately in the tourism marketing literature requiring further research
attention. Future research in tourism should also examine the degree of implementation
of strategic brand management processes in tourism services and specifically, examine
the four steps involved as recommended by Keller et al. (2008):
(1) identifying and establishing brand positioning;
(2) planning and implementing brand marketing campaigns;
(3) measuring and interpreting brand performance; and
(4) growing and sustaining brand equity.

Moreover, the two well-known branding strategies, brand extensions and co-branding
should be examined and evaluated in the tourism industry.
Most importantly in order to evaluate the successfulness of a marketing campaign it
is important to measure efficiently whether brand image is perceived both by visitors
and consumers of tourism products and services in the same way (Skinner, 2008).
Therefore, the current research methodologies that examine tourism brand
effectiveness need to be thoroughly reviewed and refined before advancing the
current state of research on branding within tourism marketing. One of the major gaps
on tourism marketing is related to how to adequately measure performance for
destination branding efforts (Frias et al., 2007). As performance can be defined as having
both financial and non-financial aspects, the effects of tourism marketing may be
difficult to measure. Future research should take more of a longitudinal approach to the
measurement of performance to see the long-term impact of tourism marketing.
Furthermore, monitoring of tourism marketing efforts that focus on brand image should
be undertaken with a variety of different stakeholders involved. These stakeholders can
include visitors, government organizations and the local community that have a variety
of different perspectives on tourism branding (Hudson, 2008). Further research is also
required on developing more complex and recursive conceptual models that encompass
these stakeholders to help understand the relationships between branding and tourism
marketing.
The image of a destination is an important aspect of tourism marketing. However,
there is no generally accepted definition or measurement instrument to measure
destination image. Most definitions contain a cognitive and affective component but Tourism
more research is required how these two components can be combined in a standard marketing
and universal definition. Moreover, as there is limited research that investigates the
differences between image and other concepts in tourism marketing such as attitudes
and personality, it is important to conduct further research on images in a variety of
different global contexts.
537
4. E-marketing and use of new technologies
Tourism businesses all over the world are currently facing rapid changes due to market
globalization, intensified competition, economic recession, and the dynamic evolution
of new technologies. Tourism is in the forefront of information communication
technologies (ICTs) adoption and e-business in the area of e-marketing (E-Business
Watch, 2006) because the use of new technologies facilitates tourism services in
reaching their customers, in offering customized services, and in competing effectively
with other intermediaries and distribution channels. Although tourism businesses are
considered early adopters of new technologies, research shows that there is an
under-utilization and under-exploitation of these technologies. Examining the reasons
for the under-exploitation of ICTs constitute an urgent research directive. Moreover,
because it has been supported that the internet does not impact positively all tourism
sub-sectors, future investigations should focus on the degree of ICT adoption and the
resulted variations of tourism services performance by sub-sectors. Moreover, due to
the inconsistencies in the literature, examining the role of e-marketing on tourism
businesses performance becomes an emerging research topic.
New technology applications such as mobile services (mobile TV, mobile WEB) and
Web 2.0 constitutes significant future research areas in tourism marketing. The
importance of these topics comes from the resulted changes in both, consumer behavior
and tourism firms management. New technologies benefit tourism consumers because
minimize transaction costs, bring higher quality products to the market, share market
information, lower uncertainty and aid in distribution channel efficiently. For example,
Web 2.0 is essentially altering the behavior of tourism consumers in their search,
decision-making process, and after consumption response. Tourists no longer only
receive information and consume tourism services but they become the producers of
information about tourism suppliers and destinations. Various Web 2.0 applications
such as collaborative trip planning, social and content sharing networks result in new
products/services and travelers’ involvement within business operations. Thus, these
new tools transform travelers from passive consumers to active prosumers (producers
and consumers) of travel experiences. There is a need to develop new decision-making
models by examining the role of user-generated-content and social networking in
making trip decisions. Moreover, testing various technology acceptance models in
tourism is becoming an emerging research topic in understanding tourism prosoumers.
Based on sound theoretical frameworks and models introduced and tested in other
disciplines and business settings (e.g. Fishbein and Ajzen’s (1975) theory of reasoned
action; theory of planned behavior (Ajzen, 1991); technology acceptance model (Davis,
1986); and unified theory of acceptance and use of technology (Venkatesh et al., 2003)),
marketing research should examine their applicability in the new generation of tourism
consumers in order to gain a better understanding of their behavior. Accordingly, travel
and tourism firms are currently reevaluating and altering their business models in order
MIP to accommodate the needs and wants of their customers, and make them more involved
28,4 into their business decisions.
However, the implementation of new technologies jeopardizes the work of traditional
tourism intermediaries such as travel agencies. Travel agencies are being threatened
not only by integrated tour operators, which control their own distribution channels, but
also by the expansion of alternative distribution channels such as the internet, Teletext,
538 call centers, and even travel TV channels (Deloitte Touche Tohmatsu Emerging
Markets, 2004). The internet is changing the landscape of the travel distribution process
and will result in retail travel agencies experiencing lower business performance.
Specifically, airlines will increase their direct communication with customers to reduce
expenses while virtual travel agencies will increase their market share by shift
customers away from traditional travel agencies which will experience tremendous
business decreases (Vasudavan and Standing, 1999). As a result, the traditional
intermediate function of travel agencies is in jeopardy due to disintermediation. Travel
agencies need to respond effectively to challenges of the new era by adopting
technological innovations, by following the evolution of travel products and demand
changes, and by using new distribution channels. Up to now, there is limited research on
how travel agencies are responding or planning to respond to these changes in order to
survive in the marketplace. Do travel agencies redefine their operational models or alter
their businesses in dealing with these new developments? Do they become more market
oriented to compete effectively and gain sustainable competitive advantage? Do they
introduce new strategies into their business? These are only a few of the questions that
can be raised and need to be answered using a variety of research methods.

5. Strategic marketing
A lack of work on strategic issues and distribution processes in relation to travel and
tourism has been already identified in the literature (Bagnall, 1996; Riege and Perry,
2000). The key reason for this is that up to recently marketing for tourism services has
been focused not on the consumer, but on the destination or outlet, with marketing
strategies being related to the products offered (Williams, 2006). As marketing within
this sector has evolved however, the offer has become increasingly less important due
to the enormous heterogeneity of consumers’ needs, motivation and behaviors and the
changing of the global economic and social conditions. Thus, tourism firms and
destinations realized that they need to redefine their strategies to respond effectively to
these changes.
Riege and Perry (2000) have proposed three strategic approaches that may be used in
the tourism industry: the consumer-oriented approach, the competitor-oriented
approach and the trade-oriented approach. The first approach refers to the use of a
differentiated (target marketing) or undifferentiated marketing strategy depending on
market conditions. The second approach focuses on competition where the role of
marketing is to develop, maintain or defend the position of a tourism organization. The
trade-oriented approach focuses on intermediaries and it might be more relevant to the
travel and tourism industry. According to this approach, the distribution of travel
and tourism products/services is the most important activity along the tourism chain.
Riege and Perry (2000) recommend the combination of the three approaches as a guide
for public and private travel and tourism organizations. However, their model has not
been tested yet nor examined in each tourism sub-sector in order to evaluate its Tourism
applicability and probably identify distinct influential factors. marketing
One of the most interesting issues discussed in the marketing and tourism literature
is marketing orientation. Marketing orientation has been studied in marketing in terms
of its antecedents and consequences as well as its conceptualization and
operationalization. For example, external factors such as government regulations and
internal attributes such as access to appropriate managerial and marketing capabilities 539
(human resource constraints) were found to be significant predictor of market
orientation in the Chinese tourism industry (Qu et al., 2005). A recent review of literature
on market orientation identified only four studies in travel and tourism services and
almost exclusively used hotels as their sample (Tsiotsou, 2010). Using a sample of 329
travel and tourism services from Greece and Lithuania, Tsiotsou (2010) reports that of
the three components of market orientation, only customer orientation is directly related
to tourism firms’ performance whereas competitor orientation and inter-functional
coordination constitute indirect determinants. The role of market orientation and its
components on travel and tourism services performance is an emerging topic in tourism
marketing research. Further investigations on market orientation in various industry
sub-sectors (e.g. airlines, tour operators, travel agencies, convention centres, and resorts)
and countries are needed in order to gain a better understanding of this strategic
approach and its role on tourism services performance.
Consumer relationship marketing constitutes a contemporary strategic orientation
of travel and tourism businesses and a research framework for retaining customers.
This strategic approach is taken by travel and tourism firms as a response to fierce
competition and consumers’ reduced loyalty to tourism service providers. Currently,
travel and tourism firms emphasize emotional/affective factors and develop loyalty
programs in an effort to create strong customer relationships (Shoemaker and Bowen,
2003) and achieve sustainability.
Theoretically, relationship marketing attempts to explain consumers’
decision-making processes by taking into account not only rational reasoning but
also emotional states. Variables such as trust, commitment, attachment, and loyalty
represent the cornerstones of relationship marketing. Relationship marketing research
in tourism is embryonic comparing to the previously discussed topics. Resource
exchange theory (Morais and Zillifro, 2003), mathematical rough set theory (Au and
Law, 2002), artificial neural networks (Tsaur et al., 2002) and the Markov process
(Kozak et al., 2002) are some of the theoretical and methodological approaches taken in
gaining an understanding of the relationship building processes and factors influenced.
Research topics investigated in relationship marketing either focus on consumer
behavior or on organizational characteristics as perceived by its employees or
customers. Thus, Sui and Baloglu (2003) studied patronage behavior of casino club
members whereas Back and Parks (2003) and Oh (2002) studied customer satisfaction as
antecedent of loyalty. The degree of market orientation (Kim et al., 2006), the firm’s
reputation in relation to dependability and consumers’ familiarity (McIntosh, 2002), and
corporate image (Christou, 2003) have been examined as antecedent of relationship
marketing. However, most of the above studies focus on loyalty as the main outcome of
relationship marketing and disregard other significant factors such as purchase
intentions, word-of-mouth and customer value. Further research is also needed on
MIP the antecedents of loyalty such as love, service personality, tourism involvement and
28,4 self-expression.
In addition, the above studies take a “snapshot” perspective although relationship as
a construct is longitudinal in nature. Because relationships with consumers develop and
evolve over time, longitudinal studies are of great importance to tourism marketing
research in all of the industry sub-sectors. Thus, studies should identify the most
540 appropriate models of relationship marketing for each sub-sector since differences are
expected due to the nature of their business and their structure. For example, tourism
destinations (e.g. cities) and destination marketing organizations differ in their
marketing goals and their customers’ segments from hotels and resorts located in
isolated tourist destinations whose major markets are mostly novice leisure tourists.
Another future research area on the topic is to identify the means that travel and
tourism firms need to develop and adopt from other industries in order to create
effective customer relationship management.
Experiential marketing constitutes one of the latest strategic developments in
marketing. Marketers have come to realize the increased commoditization of their
services where customers’ perceptions of competitive advantage diminish as well as
their satisfaction (Pine and Gilmore, 1999). Therefore, they are trying to add experiential
aspects to their products/services so they differentiate themselves from competitors and
achieve sustainable competitive advantage (Prahalad and Ramaswamy, 2004).
Experiential marketing has become a cornerstone of recent advances in marketing
with a great potential for its application in tourism marketing.
Experiential marketing as many other marketing advances has been largely
neglected by those involved in tourism marketing. While in other industries experiential
marketing has become the cornerstone of their strategic orientation, marketing in the
travel and tourism does not seem to be taken this direction yet (McIntosh and Siggs,
2005). Initial research attempts on this area have been focused on the personal and
affective aspects of tourists’ experiences in natural and heritage settings (Schanzel and
McIntosh, 2000; McIntosh, 2002), the consumption experience on adventure leisure
activities (Arnould and Price, 1993) and emotional reactions and subjective responses to
the consumption experience (Bigne and Andreu, 2004). However, the experiential
aspects of tourism remain relatively unexplored and therefore, research is needed on
identifying the unique elements of the tourism experience, and the strategic and tactical
steps involved in staging an experience.

6. Epilogue
As tourism research grows gradually in scope and rigor over the years, tourism
marketing research seems to attempt to keep up with the dynamic evolutions and
match industry’s research demands in relation to the diversity of topics. This paper has
discussed future research directions for tourism marketing. Much more research needs
to be conducted on this exciting area of study. Pivotal areas of study were highlighted
as being important areas for future research to address in tourism marketing. The last
section of the paper discussed the need for a more interdisciplinary perspective of
tourism marketing that encompasses a variety of academic study areas to fully
understand the unique area of tourism marketing.
There is an abundance of literature linking tourism management to marketing.
The focus of this special journal issue has been tourism in the context of marketing
intelligence and planning but more research should focus on the interdisciplinary Tourism
nature of tourism marketing. Currently there is a limited amount of research linking marketing
tourism to entrepreneurship. As many aspects of tourism from the novel approaches to
marketing tourism services to the use of new technology to create new types of
attractions for tourism purposes (e.g. sport centers, theme parks) are fundamentally
entrepreneurial it is important that other perspectives or theoretical foundations are
utilized in future tourism research. Future research could take a stakeholder 541
perspective with tourism entrepreneurs and members of industry to include research
on public management with strategic marketing in order to better understand the
dynamics and complexity of tourism marketing. In addition, future research should
take into consideration different global perspectives of tourism marketing that are
found in alternative forms of tourism such as medical tourism and sports tourism.
More interdisciplinary research is needed using the foundations of other scientific
fields such as ethnography, entrepreneurship and management.
Methodologically speaking, it seems that there is an over-reliance on field surveys, a
neglect of experiment and scope for the employment of qualitative methods. As it has
been already addressed, research in tourism needs more originality in the topics
addressed and the research methods used. A broader research agenda needs to be
developed in order to make the research more relevant to tourism services managers. It
becomes apparent that tourism marketing research needs more rigor, longitudinal
perspectives, and more field experiments designed to reveal causal relationships.
We hope that the papers included in this special journal issue will stimulate more
research on tourism marketing and this paper will provide directions for further
investigations.

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MIP About the authors
Rodoula Tsiotsou (PhD) is an Assistant Professor of Marketing at the Department of Marketing
28,4 & Operations Management, University of Macedonia, Greece. She has published in a variety of
international scientific journals such as The Service Industries Journal, Journal of Marketing
Management, International Journal of Retail & Distribution Management, Applied Financial
Economics Letters, Journal of Targeting, Measurement & Analysis for Marketing, International
Journal of Non Profit and Voluntary Sector Marketing, Journal of Travel & Tourism Marketing,
544 and International Journal of Sport Marketing and Sponsorship. Her research interests
include services marketing (sport and tourism), non profit marketing, and e-marketing.
Rodoula Tsiotsou is the corresponding author and can be contacted at: rtsiotsou@uom.gr
Vanessa Ratten (PhD) is an Assistant Professor at Duquesne University, Pittsburgh. She has
published in numerous journals including the Asia Pacific Journal of Marketing and Logistics,
International Journal of Entrepreneurship and Small Business, Journal of High Technology
Management, European Journal of Innovation Management, Journal of Management &
Organization, International Journal of Educational Management, Thunderbird International
Business Review and the International Journal of Innovation and Technology Management. She
has co-edited a book Handbook of Research on European Entrepreneurship (Edward Elgar, 2008)
and Handbook of Research on Asian Business and Entrepreneurship (Edward Elgar, 2009). Her
research interests include entrepreneurship, sport, and technology.

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