Editing and Property - cld.pt · João Costa ORGANIZING COMMITTEE Paulo Almeida Polytechnic...

Editing and Property Instituto Politécnico de Leiria www.ipleiria.pt Editorial Board Paulo Almeida | João Paulo Jorge | João Costa | Francisco Dias School of Tourism and Maritime Technology Graphic Design and Layout João Costa Photography Turismo do Oeste ISBN 978-989-97395-4-3 © All rights reserved - Polytechnic Institute of Leiria November 2013

ORGANIZING COMMITTEE

Paulo Almeida Polytechnic Institute of Leiria, Portugal

Francisco Dias Polytechnic Institute of Leiria, Portugal

Anabela Almeida Polytechnic Institute of Leiria, Portugal

Cátia Siopa Polytechnic Institute of Leiria, Portugal

João Costa Polytechnic Institute of Leiria, Portugal

João Paulo C. S. Jorge Polytechnic Institute of Leiria, Portugal

João Vasconcelos Polytechnic Institute of Leiria, Portugal

Nuno Almeida Polytechnic Institute of Leiria, Portugal

Simão Oliveira Polytechnic Institute of Leiria, Portugal

Sofia Eurico Polytechnic Institute of Leiria, Portugal

Veronica Oliveira Polytechnic Institute of Leiria, Portugal

SCIENTIFIC BOARD

Agustín Santana Talavera La Laguna University, Tenerife, Spain Alan Clarke University of Pannonia, Hungary Alexander Bandurin Moscow Institute for the Industry of Tourism, Russian Federation Alexandre Panosso Netto University of São Paulo, Brazil Alexis Papathanassis Bremerhaven University, Germany Alfonso Vargas Sánchez University of Huelva, Spain Alzbeta Kiálová University of Business in Prague, Czech Republic Amélia Branco ISEG, Portugal Ana Luísa Pires Polytechnic Institute of Leiria, Portugal Anna Trono University of Salento, Italy Anabela Almeida Polytechnic Institute of Leiria, Portugal Andreas Kagermeier University of Trier, Germany Andreas Matzarakis University of Freiburg, Germany Andrew J. Frew Queen Margaret University, United Kingdom Ângela Pereira Polytechnic Institute of Leiria, Portugal Aurélia Almeida Polytechnic Institute of Leiria, Portugal Bas Amelung Wageningen University, The Netherlands Carlos Cardoso Ferreira University of Lisbon, Portugal

Caroline Tie University of Bedfordshire, United Kingdom Che-Jen Su Fu Jen Catholic University, Taiwan Chin–Ee Ong Institute for Tourism Studies, Macao, China Chris de Freitas University of Auckland, New Zealand Chris Stone Manchester Metropolitan University, United Kingdom Christine Pagnon–Maudet University of Perpignan, France Cláudia Almeida University of Algarve, Portugal Claudio Vignali Leeds Metropolitan University, United Kingdom Conceição Gomes Polytechnic Institute of Leiria, Portugal Csilla Szalók College of Commerce, Catering & Tourism, Hungary Daniel Scott University of Waterloo, Canada Daniela Coelho Polytechnic Institute of Leiria, Portugal Daniela Matusiková University of Presov, Slovakia David Santomil University of Santiago de Compostela, Spain Dimitrios Buhalis Bournemouth University, United Kingdom Dogan Gursoy Washington State University, USA Douglas Michele Turco Drexel University, USA Eduardo Sarmento Lusophone University, Portugal

SCIENTIFIC BOARD

Elisa Backer University of Ballarat, Australia Elisete Kreutz University Univates, Brazil Fernanda Oliveira Polytechnic Institute of Leiria, Portugal Fernando Moreira ESHTE, Portugal Fiorella Dallara University of Bologna, Italy Francisco Dias Polytechnic Institute of Leiria, Portugal Gediminas Lankauskas University of Regina, Canada Graham Busby University of Plymouth, United Kingdom Gudrun Helgadottir Hólar University College, Island Gui Lohmann Griffith University, Australia Gyan Nyaupane Arizona State University, USA Ige Pirnar Yasar University, Turkey Inês Brasão Polytechnic Institute of Leiria, Portugal Isabel Marques Lusophone University, Portugal Ivo Dias Lusiade University, Portugal James Leigh University of Nicosia, Cyprus Jarkko Saarinen University of Oulu, Finland Joanna Kosmaczewska University School of Physical Education in Poznan, Poland

João Costa Polytechnic Institute of Leiria, Portugal João Paulo Jorge Polytechnic Institute of Leiria, Portugal João Vasconcelos Polytechnic Institute of Leiria, Portugal John Fotis Bournemouth University, United Kingdom Jorge Ferraz ESHTE, Portugal José Rio Fernandes University of Porto, Portugal José Sancho Silva ESHTE, Portugal Júlia Fonseca Polytechnic Institute of Leiria, Portugal Júlio Coelho Polytechnic Institute of Leiria, Portugal Kathleen Adams Loyola University of Chicago, USA Kelly Bricker International Ecotourism Society, USA Kostas Zafiropoulos University of Macedonia, Greece Laurentina Vareiro IPCA, Portugal Lina Pilelienė Vytautas Magnus University, Luthuania Lorena Rodríguez Campo University of Vigo, Spain Luís Carvalhinho I.P. Santarém, Portugal Luís Lima Santos Polytechnic Institute of Leiria, Portugal Manuel Salgado I.P. Guarda, Portugal

SCIENTIFIC BOARD

Maria José Andrade University of Coruña, Spain Mário Ascenção HAAGA–HELIA University, Finland Mário Carvalho Polytechnic Institute of Leiria, Portugal Martin Lohmann Luneburg University, Germany Masooma Al-Balushi Sultan Qaboos University, Sultanate of Oman Michael Hall University of Canterbury, New Zealand Miguel Moital Bournemouth University, UK Nikolashin Vladimir Moscow State Institute of Tourism Industry, Russia Noel B. Salazar University of Leuven, Belgium Noëlle O' Connor Limerick Institute of Technology, Ireland Noémi Marujo University of Évora, Portugal Norma Ferreira Polytechnic Institute of Leiria, Portugal Nuno Almeida Polytechnic Institute of Leiria, Portugal Orhan Uludag Girne American University, T.R.N. Cyprus Osama Al Fawair Leeds Metropolitan University, United Kingdom Pablo Rodríguez González CSIC, Spain Paula Cabral Polytechnic Institute of Leiria, Portugal Paula Cardona University of Porto, Portugal Paula Cardoso Polytechnic Institute of Leiria, Portuga

Paulo Almeida Polytechnic Institute of Leiria, Portugal Paulo Lourenço Polytechnic Institute of Leiria, Portugal Pedro Gonçalves Polytechnic Institute of Leiria, Portugal Peter Cuka Silesian University in Opava, Czech Republic Petia Petrova University of Bedfordshire, United Kingdom Philippe Bachimon University of Avignon, France Pieter Piket Breda University, Netherlands Raquel Huete Universidad de Alicante, Spain Regina Schlüter CIET, Argentina Richard Butler Strathclyde Business School, United Kingdom Roberto Gamboa Polytechnic Institute of Leiria, Portugal Roman Egger Salzburg University, Austria Rong Huang University of Plymouth, United Kingdom Rubén Camilo Lois González University of Santiago de Compostela, Spain Samuel Elkington University of Bedfordshire, United Kingdom Sérgio Araújo Polytechnic Institute of Leiria, Portugal Sérgio Lopes IPCA, Portugal Simão Oliveira Polytechnic Institute of Leiria, Portugal Sofia Eurico Polytechnic Institute of Leiria, Portuga

SCIENTIFIC BOARD

Sofia Reino Queen Margaret University, United Kingdom Stanislav Ivanov International University College, Bulgary Stephan Wirtz Corvinus University of Budapest, Hungary Sung Hee Park Michigan State University, USA Tomás López – Guzmán University of Cordoba, Spain Ubaldino Couto Institute for Tourism Studies, Macao, China Valdemar Martins Polytechnic Institute of Leiria, Portugal Verónica Oliveira Polytechnic Institute of Leiria, Portugal Violeta Tosic The College of Tourism, Serbia Virgilio Gonzalez University of Granada, Spain Vítor Ambrósio ESHTE, Portugal Wolfgang Georg Arlt West Coast University, Germany Xosé Santos Solla University of Santiago de Compostela, Spain Zélia Breda University of Aveiro, Portugal Ziad Alrawadieh Jordan University, Jordan

WELCOME LETTER

Dear Colleagues,

On behalf of the Direction of the School of Tourism and Maritime Technology, it is my great pleasure to welcome you to Peniche and to the ITC – International Tourism Congress 2013, organized by The Polytechnic Institute of Leiria, in collaboration with the Sultan Qaboos University, from Oman.

The main theme of the congress is “The Image and Sustainability of Tourist Destination” and we are proud to present a programme with a distinguished faculty of the leaders in this field: Taleb Rifai, Secretary-General of the World Tourism Organization (UNWTO); Greg Richards, Tilburg University, Netherlands; Muzaffer Uysal, Virginia Tech, USA; Kelly Bricker, University of Utah, USA; Tamara Ratz Kodolányi János University of Applied Sciences, Hungary; Alexander Bandurin, Moscow Institute for the Industry of Tourism, Russia; Masooma Al-Balushi, Sultan Qaboos University, Sultanate of Oman; Amina Abdullah Al Balushi, Director of Statistic and Geographical Information Department, Ministry of Tourism, Sultanate of Oman. These keynote speakers will share with us the knowledge, the wherewithal and the experience to help us pave our way into the future. Therefore, the Meeting offers a worldwide forum for attendees from academia, industry, government, and other organizations to actively exchange, share, and challenge state-of-the-art research and case studies on travel and tourism.

I invite you to join us in making this event a memorable one. I look forward to seeing you in Peniche.

Yours sincerely,

Teresa Mouga Director of School of Tourism and Maritime Technology

WELCOME LETTER

Dear colleagues, On behalf of the Tourism Research Group (GITUR) we would like to welcome all the participants to the VI International Tourism Congress – ITC 2013, held at the School of Tourism and Maritime Technology / Polytechnic Institute of Leiria (Portugal). One of the main goals of our research group is to promote and stimulate the discussion and the exchange of perspectives on the several fields related to tourism, which can be recognized by the scientific community as prime value work, thereby contributing to the consolidation of tourism as science. It is with an enormous satisfaction that we witness in 2013 the positive evolution of the International Tourism Congress. The number and origin of this year participants, and most importantly, the quality of the selected papers are the main testimony that ITC 2013 plays an important role in the field of tourism in the international academy.

So, on behalf of the GITUR we sincerly hope that your participation in this international event will be very useful and a significant moment for your professional life. Welcome to Peniche! João Vasconcelos Head of the Tourism Research Group (GITUR)

TABLE OF CONTENTS – ILLUSTRATOR

TABLE OF CONTENTS

ORGANIZING COMMITTEE ....................................................................................................................................... 3 SCIENTIFIC BOARD ................................................................................................................................................... 4 TABLE OF CONTENTS ............................................................................................................................................. 14 KEYNOTE SPEAKER ................................................................................................................................................ 22 ALEXANDER BANDURIN ............................................................................................................................................................................. 23

AMINA ABDULLAH AL BALUSHI ................................................................................................................................................................. 23

FRANCISCO DIAS ........................................................................................................................................................................................ 24

GREG RICHARDS ........................................................................................................................................................................................ 24

KELLY BRICKER .......................................................................................................................................................................................... 25

MASOOMA AL-BALUSHI ............................................................................................................................................................................. 25

MUZAFFER UYSAL ...................................................................................................................................................................................... 26

TAMARA RATZ ............................................................................................................................................................................................. 26

PARALLEL SESSIONS - ABSTRACTS ..................................................................................................................... 27 AN EVALUATION OF PRIORITIES FOR BEACH TOURISM: CASE STUDIES FROM ALENTEJO LITORAL, PORTUGAL .............................................................................................................................................................. 28 ADRIANO WOLF | JOÃO PAULO JORGE REFLECTING ON STUDENT AND INDUSTRY EXPECTATIONS IN THE TOURISM AND HOSPITALITY INDUSTRY: A SOUTH AFRICAN CASE STUDY .......................................................................................................................... 29 ALBERT STRYDOM REVERSE FLOWS AS THE SOURCES FOR PRODUCT/SERVICE INNOVATION – DO COMPANIES FROM TOURISM INDUSTRY DIFFER? ............................................................................................................................... 30 ALENA KLAPALOVÁ PROPOSAL OF A VECTORIAL COMPOSITE INDEX FOR BENCHMARKING THE SUSTAINABILITY OF EVENTS 31 ALEXANDRE GUEDES DA SILVA | MANUELA SARMENTO THE IMPORTANCE OF THE TOURISM ENTERTAINMENT COMPONENT IN THE IMAGE OF A TOURIST DESTINATION CONSTRUCTION ............................................................................................................................. 32 ANA PATRÍCIA MARQUES | PAULO ALMEIDA VOLUNTARY POLICY INSTRUMENTS FOR SUSTAINABLE TOURISM: THE CASE OF THE PORTUGUESE HOTELS .................................................................................................................................................................... 33 ANA SOFIA VIANA THE IMPORTANCE OF INTERNET AS AN INFORMATION SOURCE FOR THE WINE TOURIST VISITING PORTUGUESE WINE REGIONS .............................................................................................................................. 34 ANA TERESA NUNES | MARIA ANTÓNIA RODRIGUES TOURISTIC ITINERARIES: CONTRIBUTIONS TO BUILD INNOVATIVE TOURISM OFFERS AND TO CREATE SUSTAINABLE DESTINATIONS ............................................................................................................................... 35 ANDRÉ MONTEIRO | LUÍS FERREIRA | LÍDIA AGUIAR

MANAGING CULTURAL LANDSCAPE AS A TOURISM RESOURCE: FROM THE RECOGNITION OF EXCEPTIONAL AGRO-PASTORAL LANDSCAPES TO A SUSTAINABLE INTEGRATION IN TOURISM PRODUCTS. .................................................................................................................................................................................. 36 ANDREIA PEREIRA | ANTÓNIO DE SOUSA PEDROSA CONTRIBUTIONS TO THE IDENTITY ASSUMPTION OF THE PORTUGUESE JEWISH HERITAGE: THE CASE OF BELMONTE .............................................................................................................................................................. 37 ANTÓNIO SÉRGIO ARAÚJO DE ALMEIDA | ANA PAULA SOUSINHA MALHEIROS THE EFFECT OF EXPERIENTIAL MARKETING ON CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS: A RESEARCH ON SENIOR TOURISTS .................................................................................................................... 38 BILGE ÇAVUŞGIL KÖSE DIFFERENCES BETWEEN RESIDENTS’ AND TOURISTS’ PERCEPTIONS OF MOUNTAIN DESTINATIONS ....... 39 CARLA SILVA | ELISABETH KASTENHOLZ | JOSÉ LUÍS ABRANTES MARKET ORIENTATION IN THE HOTEL INDUSTRY: DEVELOPING A MEASUREMENT SCALE TAILORED TO THE HOTEL INDUSTRY ........................................................................................................................................... 40 CARLOS ALBERTO FERNANDES SAMPAIO | RICARDO JOSÉ GOUVEIA RODRIGUES | JOSÉ MANUEL HERNÁNDEZ MOGOLLÓN TOURISM INDUSTRY IMPACT WITH WEB 3.0 BASED MARKETING STRATEGIES ADOPTION ........................... 41 CAROLINA NARCISO | FILIPE MOTA PINTO | PAULO ALMEIDA KEY ISSUES IN SUSTAINABLE DESTINATION MANAGEMENT SYSTEMS ........................................................... 42 CATARINA ANTÓNIA MARTINS | CARLOS MANUEL MARTINS DA COSTA | OSVALDO ROCHA PACHECO RECONVERSION OF THE HERITAGE AND PEOPLE OF COASTAL ZONES .......................................................... 43 CÁTIA FILIPA CERQUEIRA REBELO | MÁRIO JOÃO PAULO DE JESUS CARVALHO | INÊS PAULO CORDEIRO BRASÃO | GILBERTO CORALEJO MOITEIRO GRAÇA MARIA GOMES EZEQUIEL | CARLOS PEDRO FERREIRA ALVES SPECIALIZATION AND IMPORTANCE-PERFORMANCE IN VISITORS TO A NATURAL HISTORY MUSEUM, THE CANADIAN FOSSIL DISCOVERY CENTRE, MORDEN, MANITOBA, CANADA ....................................................... 44 CHRISTOPHER MALCOLM | DOUG RAMSEY THE RELATIONSHIP BETWEEN THE MANAGEMENT ACCOUNTING TECHNIQUES AND THE DECISION MAKING IN PORTUGUESE HOTELS ....................................................................................................................... 45 CONCEIÇÃO GOMES | NUNO ARROTEIA | LUÍS LIMA SANTOS TOURIST COMPETITIVENESS FACTORS: THE CASE OF NEW TOURISM REGIONS OF PORTUGAL ................ 46 CRISTINA ESTEVÃO | SARA NUNES | JOÃO FERREIRA ONLINE TOURISM PROJECT BASED ON WEB MARKETING TECHNOLOGIES ................................................... 47 CRISTINA GOMES | FILIPE MOTA PINTO | VITOR HUGO FERREIRA THE IMAGE OF TOURIST DESTINATION LISBON: PERSPECTIVE OF TOURIST VISITING THE HERITAGE ........ 48 DANIELA GOMES | PAULO ALMEIDA VISION 2020 FOR NEWFOUNDLAND AND LABRADOR TOURISM: UNCOMMON POTENTIAL OR UNABATED OPTIMISM? .............................................................................................................................................................. 49 DARRELL C. KENNEDY | RATANA CHUENPAGDEE SUSTAINABILITY STRATEGIES: GLOBALIZATION WITHIN THE MICE INDUSTRY ............................................... 50 DAVID M. PEARLMAN THE FOREIGN IMAGE OF GALICIA AS A TOURIST DESTINATION IN ATLANTIC EUROPE .................................. 51 DAVID SANTOMIL MOSQUERA THE TRANSFORMATION OF A TOURIST SPACE: PUERTO VALLARTA'S MALECON ......................................... 52 DERREK EBERTS | RODRIGO ESPINOZA SANCHEZ

ETHNIC FOOD AS COMMUNITY PRIDE TO SUPPORT SUSTAINABLE DEVELOPMENT ..................................... 53 DEWI EKA MURNIATI PROMOTING PUBLIC TRANSPORT USE IN TOURISM .......................................................................................... 54 DIEM-TRINH LE-KLÄHN | MICHAEL HALL | REGINE GERIKE THE ECONOMIC IMPACT ASSESSMENT EVENT" ÓBIDOS CHRISTMAS VILLAGE "IN OCCUPATION AND CONSUMPTION IN ÓBIDOS" .................................................................................................................................. 55 DINA ALVES | PAULO ALMEIDA STRATEGIC LEADERSHIP AND INNOVATION: A CASE STUDY OF THE KEYSTONE CENTRE, BRANDON, MANITOBA, CANADA .............................................................................................................................................. 56 DOUG RAMSEY | DERREK EBERTS THE IMPACT OF TOURISM IN THE QUALITY OF LIFE AND WELL-BEING OF TOURISTS ................................... 57 EDUARDO MORAES SARMENTO | SARA FERREIRA SÁ COUTO USING AWARENESS AS A COMPETITION ELEMENT IN TOURISM DESTINATIONS: ESREFOGLU MOSQUE ... 58 ERKAN AKGÖZ THE ROLE OF LOCAL AUTHORITIES IN TOURISM DEVELOPMENT: A CASE OF MAZOVIA REGION IN POLAND .................................................................................................................................................................................. 59 EWA FERENS THE APPLE AND CIDER TOURIST ROUTE IN THE PRINCIPALITY OF ASTURIAS, SPAIN ................................... 60 FERNANDO GOULART ROCHA | ANTONI F. TULLLA RELIGIOUS TOURISM MARKETING: USING A TOURISM OFFER IN DIGITAL MARKETING STRATEGY ............ 61 FILIPE MOTA PINTO | TELMA FREIRE TERRITORY MARKETING STRATEGY: A LOW BUDGET WEB MARKETING STRATEGY FOR SÃO TOME E PRINCIPE ................................................................................................................................................................. 62 FILIPE MOTA PINTO | ANA RUTE PEREIRA BRIDGING THE GAP BETWEEN SATISFACTION AND LOYALTY IN THE HOSPITALITY INDUSTRY .................. 63 FRANCISCO TEIXEIRA PINTO DIAS | HUMBERTO MANUEL COSTA FERREIRA THE NATIONAL OBSERVATORY OF TOURISM RECREATIONAL ACTIVITIES AS A TOOL FOR EXCELLENCE IN PORTUGUESE TOURISM RECREATION ................................................................................................................ 64 FRANCISCO TEIXEIRA PINTO DIAS | PAULA ALEXANDRA GOMES DE AGUIAR CARDOSO | FERNANDA MARIA FERNANDES OLIVEIRA IS THE MOST PORTUGUESE CARNIVAL A GOOD BET? ANALYSIS OF ECONOMIC IMPACT OF THE CARNIVAL OF TORRES VEDRAS 2013 ..................................................................................................................................... 65 FRANCISCO TEIXEIRA PINTO DIAS | DULCINEIA BASÍLIO RAMOS | RUI ALBERTO DE FEITAS MARTINS ALUMNI NETWORK: A STRATEGY TO HELP TO DEVELOP LOCAL TOURISM .................................................... 66 FRANCISCO FERRAZ | GRAÇA SECO | ISABEL BEATO | CÉLIA RAFAEL | MICHAEL SCHÖN | ISABEL BARRETO FERNANDES THE BRAND AS A TRADEMARK AND AS A CORPORATE AND BUSINESS STRATEGY IN THE TOURISM SECTOR ................................................................................................................................................................... 67 FRANCISCO JAVIER ARAGÓN CÁNOVAS | VILMA NÚÑEZ WOMEN EMPOWERMENT IN THE OMANI TOURISM SECTOR ............................................................................ 68 GALAL M. H. AFIFI THE CARRYING CAPACITY OF TRAILS IN THE IZTACCÍHUATL-POPOCATÉPETL NATIONAL PARK ................. 69 GANDHI GONZÁLEZ GUERRERO | MARÍA EUGENIA VALDEZ PÉREZ | RAFAEL MORALES IBARRA | MARÍA DE JESÚS OSORNO CORONA THE PLACE OF TOURISM IN ELEMENTARY SCHOOL SOCIAL SCIENCE COURSE BOOKS .............................. 70 ŞAHIN ORUÇ | GENÇ OSMAN İLHAN

OUTDOOR RECREATION PROMOTION BY TAKING OUTDOOR TRAINER IN THE PUBLIC PLACES .................. 71 GIEDRE GUDAITYTE | IRENA VALANTINE SPORT EVENTS AND DESTINATION IMAGE: RUNNING UNDER THE MIDNIGHT SUN IN NORTHERN NORWAY .................................................................................................................................................................................. 72 GIOVANNA BERTELLA INNOVATION AND CREATIVITY IN HOTEL ENTERPRISES: CONCEPT HOTELS .................................................. 73 GORKEM ERSOY FOOD TOURISM IN THE TOURISM DEVELOPMENT OF THE OESTE REGION – PORTUGAL .............................. 74 GRAÇA EZEQUIEL | ANABELA ALMEIDA | CÁTIA FERREIRA | PAULA CABRAL | SIMÃO OLIVEIRA STRATEGIC FLEXIBILITY IN SERVICE SECTOR TECHNOLOGY (PRODUCT) BASED INTEGRATION DEVELOPMENT OF MULTI STAKEHOLDER STAR MODEL ........................................................... 75 GVR SASTRY SEGMENTING WINE FESTIVAL ATTENDEES BY LEVEL OF WINE KNOWLEDGE TO ENHANCE FUTURE DESTINATION MARKETING STRATEGIES .............................................................................................................. 76 HARSHA E. CHACKO | DAVID PEARLMAN DESTINATION RE-POSITIONING: A CASE STUDY OF KOLI, FINLAND ................................................................. 77 HESAM PAKBEEN GEOGRAPHY TEACHER CANDIDATES’ PERCEPTIONS OF GEOTOURISM ......................................................... 78 HILMI DEMIRKAYA | MUSTAFA SAĞDIÇ DO CHANGE EFFECTS ON PERFORMANCE OUTCOME? MODERATING ROLE OF MANAGERS’ DECISIVENESS AND EMPLOYEES CO-ORDINATION ............................................................................................ 79 HOMA CHOUBTARASH ABARDEH MARKETING STRATEGIES FOR PROMOTING INTERNATIONAL HEALTH TOURISM .......................................... 80 HOSSEIN BODAGHI KHAJEH NOUBAR | NEGIN HEIDARZADEH |SAMAN BORHANI ASL THE DETERMINING CHARACTERISTICS FOR INTEGRATION OF SURF PRODUCT IN THE DESTINATION SUPPLY: THE CASE OF PENICHE .......................................................................................................................... 81 HUMBERTO PERDIGÃO | JOÃO PAULO JORGE REWARDING AND REWARD MANAGEMENT IN HOTELS: A RESEARCH ON THE FIVE STAR HOTELS IN ISTANBUL ................................................................................................................................................................ 82 IŞ ıL USTA | DERMAN KÜÇÜKALTAN JOB BURNOUT IN TOURISM SECTOR (GUIDE PROFESSION) ............................................................................. 83 IVETA GRUODYTE | RIMNATAS MIKALAUSKAS THE PERCEPTION OF THE CZECH REPUBLIC ABROAD AND NEW DESTINATION COMMUNICATION STRATEGY ............................................................................................................................................................... 84 JANA VALENTOVA THE MODEL OF THE SUFFICIENCY ECONOMY PHILOSOPHY APPLICATION FOR RESTAURANT BUSINESSES IN THE UPPER NORTH OF THAILAND .................................................................................................................... 85 JENNITA LAEGREID | BUNG-ON CHARTRUNGRUANG THE ROLE OF HOST COUNTRY IMAGE AND MEGA-EVENT`S EXPERIENCE FOR REVISIT INTENTION: THE CASE OF POLAND ................................................................................................................................................... 86 JOANNA KOSMACZEWSKA | RADOSŁAW CZARNECKI THE IMPLEMENTATION OF ORGANIZATIONAL TRAINING IN A HOTEL CHAIN ................................................... 87 JOÃO COSTA | MARIA JOÃO GOMES

VALUING WILDLIFE VIEWING EXPERIENCES ........................................................................................................ 88 JOHN HOLLAND THE ECONOMIC IMPACTS OF SUBCULTURES EVENTS AND THE RELATION WITH LOCAL TOURISM DEVELOPMENT: THE CASE OF STEEL WARRIORS REBELLION BARROSELAS METALFEST IN NORTHERN PORTUGAL .............................................................................................................................................................. 89 JORGE CUNHA COELHO | FERNANDO MIGUEL DA SILVA LOURENÇO BRÁZIO EVENTS TOURISM: ANALYSIS AND STATE OF ART ............................................................................................. 90 JOSÉ ANTONIO FOLGADO | JOSÉ MANUEL HERNÁNDEZ MOGOLLÓN | PAULO ALEXANDRE OLIVEIRA DUARTE INFLUENCE OF INTERNET AS INFORMATION SOURCE VS TRADITIONAL MEDIA ON THE DEVELOPMENT OF THE CITY BRANDING .............................................................................................................................................. 91 JOSÉ ANTONIO FOLGADO FERNÁNDEZ | PAULO ALEXANDRE OLIVEIRA DUARTE | JOSÉ MANUEL HERNÁNDEZ MOGOLLÓN THE ROLE OF COMMENTS FROM USERS IN ELECTRONIC MEDIA IN THE PURCHASE OF HOTELS: AN EMPIRICAL STUDY ON THE SPANISH MARKET ................................................................................................... 92 JOSÉ MANUEL HERNÁNDEZ-MOGOLLÓN | ANGEL HERRERO-CRESPO | HÉCTOR SAN MARTÍN-GUTIÉRREZ MEDITERRANEAN DESTINATIONS AND CONTEMPORARY URBAN ATTRIBUTES: THE CASE OF THE METROPOLITAN AREA COSTA DEL SOL ............................................................................................................... 93 JOSÉ MARÍA ROMERO MARTÍNEZ | YOLANDA ROMERO PADILLA | ENRIQUE NAVARRO JURADO A MARKET SEGMENTATION ANALYSIS OF CRUISE PASSENGERS VISITING THE PORTS OF MONTEVIDEO AND PUNTA DEL ESTE (URUGUAY) ....................................................................................................................... 94 JUAN GABRIEL BRIDA ECONOMIC GAINS OVER TRADITIONAL VALUES: TOURISM IMPACT FROM THE VIEWPOINT OF HOST COMMUNITY ........................................................................................................................................................... 95 KHALIZUL KHALID A DEVELOPMENTAL MODEL OF MARINE EDUTOURISM INDUSTRIAL ZONE TO IMPROVE THE COMMUNITY ECONOMIC RESILIENCE AT KEPULAUAN (ISLANDS) SERIBU, DKI JAKARTA, INDONESIA ............................... 96 KHRISNAMURTI KHRISNAMURTI PROMOTING EUROPEAN COUNTRIES DESTINATION IMAGE THROUGH TWITTER .......................................... 97 KOSTAS ZAFIROPOULOS | KONSTANTINOS ANTONIADIS | VASILIKI VRANA ELABORATION OF LITHUANIAN TOURIST SATISFACTION INDEX MODEL ......................................................... 98 LINA PILELIENĖ | VIKTORIJA GRIGALIŪNAITĖ HIKING TRAILS EVALUATION IN THE NATURAL PARK OF SERRAS DE AIRE AND CANDEEIROS ..................... 99 LUÍS ALBERTO DIAS CARVALHINHO | PAULO FILIPE ROSA THE INFLUENCE SCUBA DIVING ON TOURISM DESTINATION MANAGEMENT: A CASE STUDY OF THE COZUMEL ISLAND, MEXICO ................................................................................................................................. 100 LUÍS CÂNDIDO SOARES MOTA | XOSÉ SANTOS SOLLA THE MARKETING AND THE COMMUNICATIONS IN HOSPITALITY: CASE STUDY OF FAMILY HOTEL AND GROUP HOTEL ...................................................................................................................................................... 101 PAULO ALMEIDA | LUÍS PEREIRA TOURISM DEVELOPMENT STRATEGY OF VALLEY ALVA: ALVALAND ............................................................... 102 MANUEL ANTÓNIO BRITES SALGADO MILITARY HERITAGE AS A TOURISM PRODUCT IN LATVIA ............................................................................... 103 MARA ZELTINA | ILZE GROSPINA THE TOURIST GUIDE AND THE IMAGE OF TOURISM DESTINATION ................................................................ 104 MARIA ABRIL I SELLARÉS

CORPORATE ENTREPRENEURSHIP IN HOTEL FIRMS ....................................................................................... 105 MARIA DE LURDES SANTANA CALISTO MYTHS BEHIND THE IMAGE OF THE HOLIDAY DESTINATIONS ........................................................................ 106 MARÍA DEL CARMEN AZPELICUETA | JOSEP RAMON CARDONA | ANTONI SERRA CANTALLOPS GENERAL COMPONENTS OF THE EVOLUTION OF RESIDENTS' ATTITUDES: THE CASE OF IBIZA ............... 107 MARÍA DEL CARMEN AZPELICUETA | JOSEP RAMON CARDONA | ANTONI SERRA CANTALLOPS MYTHICAL REFERENCES IN THE TOURIST IMAGE: THE CASE OF IBIZA ........................................................ 108 MARÍA DEL CARMEN AZPELICUETA | JOSEP RAMON CARDONA | ANTONI SERRA CANTALLOPS CRM: ANALYSIS AND REQUIREMENTS DEFINITION FOR THE HOTEL SECTOR .............................................. 109 MARÍA DEL CARMEN AZPELICUETA | AUGUSTO DÍAZ-ORDOÑEZ GONZÁLEZ | JOSEP RAMON CARDONA | ANTONI SERRA CANTALLOPS MARKETING: MORE THAN A CONCEPT FOR THE BALEARIC ISLANDS ............................................................ 110 MARÍA DEL CARMEN AZPELICUETA | JOSEP RAMON CARDONA | ANTONI SERRA CANTALLOPS FROM MINHO TO ALGARVE: PROPOSAL TO ESTABLISH A NETWORK OF LITERARY TOURISM FOR COASTAL ZONE ...................................................................................................................................................................... 111 MARIA MOTA ALMEIDA CULTURAL DIMENSIONS AND IMAGE: AN ESSAY ABOUT THE IMPACTS OF MASCULINITY AND INDIVIDUALISM ON THE INTERPRETATION OF TOURIST DESTINATIONS’ SUSTAINABILITY .......................... 112 ANDERSON GOMES DE SOUZA | SALOMÃO ALENCAR DE FARIAS | MARISA P. DE BRITO THE INFLUENCE OF BRAND SOCIAL IMAGE ON-LINE POSITIONING: A STUDY OF EMPLOYEE COMMUNICATION IN THE BALEARIC PREMIUM HOTELS ................................................................................. 113 MIGUEL TRIAS VILAR | MARIA ANTONIA GARCIA SASTRE | MARGALIDA ALEMANY HORMAECHE EXTERNAL FACTORS INFLUENCING THE STRATEGIC DECISIONS ON SUSTAINABILITY IN THE BRAZILIAN SMALL HOTELS ..................................................................................................................................................... 114 MURILO DE ALENCAR SOUZA OLIVEIRA | ADRIANA MARQUES ROSSETTO INTEGRATED MODEL OF SUSTAINABILITY AND COMPETITIVENESS FOR SMALL ACCOMMODATIONS (MISCMH) IN BRAZIL ............................................................................................................................................. 115 MURILO DE ALENCAR SOUZA OLIVEIRA | ADRIANA MARQUES ROSSETTO MODERN POSSIBILITIES FOR THE SUSTAINABLE TOURISM DEVELOPMENT IN RUSSIAN NATURE PROTECTED AREAS WITH THE EXAMPLE OF LAKE BAIKAL REGION ............................................................... 116 ANASTASIIA MYADZELETS | NATALIA LUZHKOVA HERITAGE HIT SERIES AND THE TOURIST REINTERPRETATION OF BRITISH STATELY HOMES .................. 117 NORMA FERREIRA | VALDEMAR MARTINS THE 'DIGITAL' FUTURE OF OPERATION AND AGENCY OF TOURISM ............................................................... 118 NUNO ALEXANDRE ABRANJA STUDY OF THE PERCEPTION OF TOURISTS IN RELATION TO THE ATTRACTIVENESS AND EFFECTIVENESS OF THE ELECTRONIC AND PRINTED CHANNELS IN THE PROMOTION OF TOURIST DESTINATIONS ........... 119 NUNO FERNANDES | JÚLIA FONSECA SURF TOURISM: A CRITICAL INVESTIGATION INTO SURFING SUBCULTURE AND LIFESTYLE ..................... 120 PATRÍCIA REIS | JOÃO PAULO JORGE | ANA SOFIA VIANA SUSTAINABILITY OF CULTURAL TOURISM: THE SILLE SAMPLE ...................................................................... 121 OZLEM TEKIN | ABDURRAHMAN DINC RAISING AWARENESS ON THE RELEVANCE OF THE FORMATION OF THE DESTINATION IMAGE ................ 122 PAULA RAMA DA SILVA

EXPERIMENTAL DEVELOPMENT IN TOURISM RESEARCH: A PROPOSAL TO BRING BACK THE CREATIVE PROCESS AND CONCERNS WITH NEW PRODUCT DEVELOPMENT BACK INTO THE AREA OF TOURISM RESEARCH ............................................................................................................................................................ 123 PAULO LOURENÇO | JÚLIO COELHO TOURISM DEVELOPMENT AND SUSTAINABILITY IN THE BRAZILIAN NORTHEAST ........................................ 124 PAULO NICHOLAS MESQUITA LOBO THE CLUSTER APPROACH FOR DESTINATION COMPETITIVENESS: EVALUATION OF COMPETITIVENESS OF ANTALYA TOURISM CLUSTER ............................................................................................................................. 125 NEDIM YÜZBASIOGLU | VOLKAN OTAMIS | PELIN ARSEZEN OTAMIS | PıNAR ÇELIK | ECE OMURIS | ALI ALTINER CURRENT DEVELOPMENT OF TOURISM AND RECREATION ON BALTIC SEA COASTS: NEW DIRECTIONS AND PERSPECTIVES ..................................................................................................................................................... 126 POLINA LEMENKOVA ENVIRONMENTAL MANAGEMENT IN THE HOSPITALITY INDUSTRY: A STUDY OF INTERNATIONAL HOTEL CHAINS IN THE COAST OF SERGIPE AND IN THE NORTHERN COAST OF BAHIA, BRAZIL ............................ 127 QUEILA PAHIM DA SILVA | LETÍCIA BARROS DE MORAES LIMA EDUCATION FOR A REMODEL ACTION: AN OFFER OF THE TECHNOLOGY MANAGEMENT IN TOURISM DEGREE ................................................................................................................................................................. 128 QUEILA PAHIM DA SILVA | LETÍCIA BARROS DE MORAES LIMA REVERSE LOGISTICS AS SUSTAINABLE TOOL IN TOURISM INDUSTRY: SCOPE AND MOTIVATION ............ 129 RADOSLAV ŠKAPA INCREASING WINTER TOURISM IN PORTUGAL ................................................................................................. 130 RAUL RESSANO GARCIA DARK TOURISM AS AN ALTERNATIVE FORM OF TOURISM EVALUATION ....................................................... 131 REGINA NAVICKIENE NATURE SPORTS: UNDERSTANDING THE RELATIONSHIP BETWEEN SPORT, TOURISM, LEISURE AND NATURE ................................................................................................................................................................. 132 RICARDO JOSÉ ESPÍRITO SANTO DE MELO | RUI ADELINO MACHADO GOMES DEVELOPING NATURAL ASSET’S MONETARY DEPRECIATION MEASUREMENTS FOR ENVIRONMENTALLY SUSTAINABLE TOURISM BALANCE SHEET ........................................................................................................ 133 ROSMINI ISMAIL STUDY OF PUSH AND PULL FACTORS THAT MOTIVATE THE CHOICE OF A CITY DESTINATION: SENIOR SEGMENT .............................................................................................................................................................. 134 RUI ALBERTO DE FREITAS MARTINS | ALEJANDRO DEL MORAL FINANCE, TOURISM AND SUSTAINABILITY ........................................................................................................ 135 SALBER NOURANI THE CONTRIBUTION OF CEMETERIAL TOURISM FOR BRAND VALUE OF THE LISBON CITY WITH THE IMPLEMENTATION OF TOPICS FOR NEW TOURIST ROUTES ............................................................................ 136 SARA NUNES | JÚLIA FRAGOSO DA FONSECA THERMAL RESORTS: SIMILARITIES AND DIFFERENCES IN USERS PROFILE BETWEEN PORTUGAL AND GERMANY .............................................................................................................................................................. 137 SARA RAQUEL GOMES NARCISO | PAULO NUNO MAIA DE SOUSA NOSSA CORPORATE SOCIAL RESPONSIBILITY POLICIES OF TOURISM INDUSTRY ON CLIMATE CHANGE ............ 138 SELDA UCA ÖZER | BILGE ÇAVUŞGIL KÖSE

TOWARDS A SUSTAINABLE TOURISM COMPETITIVENESS MEASUREMENT MODEL FOR MUNICIPALITIES: BRAZILIAN EMPIRICAL EVIDENCES ..................................................................................................................... 139 SIMONE ALVES BOUTIQUE HOTELS AND CITY BREAK DESTINATIONS: THE CASE OF LISBON ............................................. 140 SOFIA ALMEIDA | SÉRGIO MIGUEL PRATAS GUERREIRO AN ETHIC CODE FOR EUROPEAN HOTELS: THE TWO SIDES OF THE COIN .................................................... 141 SOFIA TEIXEIRA EURICO | FERNANDA MARIA FERNANDES OLIVEIRA | HILDE HOEFNAGELS EMPLOYABILITY: COMPARATIVE ANALYSIS OF THE PERCEPTION OF TOURISM HIGHER EDUCATION STUDENTS AND TOURISM GRADUATES ............................................................................................................. 142 SOFIA TEIXEIRA EURICO | FERNANDA MARIA FERNANDES OLIVEIRA BRANDING OF TOURISM DESTINATIONS: IMAGES AS DETERMINANT TO CONSOLIDATE THE POSITIONING OF LISBON ............................................................................................................................................................. 143 SUSANA PAULO | NUNO ALMEIDA IMPORTANCE OF A MARKETING PLAN FOR A PRODUCT OR SERVICE OF INTEREST: HOTEL FIGUEIREDO'S ................................................................................................................................................................................ 144 SUSE SILVA | PAULO ALMEIDA THE IMPORTANCE OF HOTELS IN THE DEVELOPMENT OF THEME PARKS .................................................... 145 ASSESSING THE FACTORS AFFECTING ENTREPRENEURIAL INTENTIONS - THE CASE OF THE TOURISM DEPARTMENT STUDENTS - COLLEGE OF ARTS AND SOCIAL SCIENCES - SULTAN QABOOS UNIVERSITY 146 TAMER MOHAMED ATEF | MASOOMA AL-BALUSHI DESTINATION BRAND AWARENESS OF REGION CENTER OF PORTUGAL: TOURISTS’ AND TOURISM PROFESSIONALS’ PERSPECTIVES ...................................................................................................................... 147 TERESA ARAGONEZ | MANUEL GOUVEIA | IRINA SAUR-AMARAL THE IMPORTANCE OF THE TOURIST PROFILE IN PROMOTING A TOURIST DESTINATION: THE CASE OF CARAMULO ........................................................................................................................................................... 148 TERESA MARIA RODRIGUES FECHA | PAULO JORGE SANTOS ALMEIDA THE IMPORTANCE OF TOURISM AS A LOCAL DEVELOPMENT STRATEGY IN THE NATURAL PARKS OF PRAINHA AND GRUMARI – RIO DE JANEIRO – BRAZIL ...................................................................................... 149 THIAGO FERREIRA PINHEIRO DIAS PEREIRA TOURIST CONSUMER BEHAVIOUR - RELATIONSHIP BETWEEN EMOTION IN LEISURE MARKETING, INVOLVEMENT AND IMAGE OF THE TOURISM DESTINATIONS ON TOURIST PURCHASE DECISION: A RESEARCH AGENDA ............................................................................................................................................. 150 VASCO RIBEIRO SANTOS GEO-TOURISM AND INTERPRETATION IN THE SULTANATE OF OMAN ........................................................... 151 YA'QOOB SALIM AL BUSAIDI ARE THE CONSOLIDATED TOURIST DESTINATIONS AND CREATIVE CAPITAL NODES CONNECTED TO GLOBAL CITIES? ................................................................................................................................................... 152 YOLANDA ROMERO PADILLA | ENRIQUE NAVARRO JURADOGONZALO C. MALVÁREZ CURRICULUM FOR THE EDUCATIONAL PROFILE TOURISM TECHNICIAN AND THE IMPACT OF ECONOMIC POLICY ON THE ENROLMENT OF PUPILS IN THE EDUCATIONAL PROFILE TOURISM TECHNICIAN IN SECONDARY EDUCATION IN THE REPUBLIC OF SERBIA ................................................................................. 153 ZORAN KNEZEVIC | REFIK SECIBOVIC | MARIJANA SECIBOVIC

VI INTERNATIONAL TOURISM CONGRESS - ITC´13 | 22

KEYNOTE SPEAKER


ALEXANDER BANDURIN

Moscow Institute For The Industry Of Tourism, Russia

Alex (Alexander) Bandurin, formerly vice-rector of the Institute of Open Business Education (InOBE), is pro-rector of scientific work in the Moscow State Institute of Tourism Industry. His PhD degree is in economics, from the Russian Academy of Commerce, with focus on corporate governance. Dr. Bandurin has over 15 years of executive, managerial, and academic experience within multiple industries in Russia. He has authored and published over 50 books, monographs, theses, and papers in the areas of corporate management, human talent management, investment and other areas of human resources allocation within small, medium, and large enterprises in Russia and former Soviet republics.

AMINA ABDULLAH AL BALUSHI

Director Of Statistic And Geographical Information Department Ministry Of Tourism, Sultanate Of Oman

In charge of the task team responsible for restructuring troubled tourism projects. In Charge of the team responsible for preparing the regional work shop of tourism statistics. Participated in the Tourism Manpower and training Needs Analysis and Human Resources Development Action Plan (2010-2020) Study. Participated and Follow up a socio Economic impact studies for Al Jabal Al Akhdare, Bandar Al Khyran, and Wadi Darbat. Board member in Oman Tourism college. Consultant committee member for tourism section in The Sultan Qaboos University. Team member for preparing TOR of Oman Tourism National strategy. In charge of preparing the ministry of Tourism annual report for 2012.


FRANCISCO DIAS

School of Tourism and Maritime Technology

Francisco Dias held a PhD degree in Tourism Sciences from the University of Perpignan (France). Before, he held a master degree in Clinical Psychology and Neuropsychology, at Moscow State University – Lomonossov (Russia), and another master degree in Social Psychology, at University of Porto (Portugal). He is associate professor and coordinator of the degree of Tourism Recreation in the School of Tourism and Maritime Technology (ESTM) at the Polytechnic Institute of Leiria (IPL). Over the past three years, he was the diretor of GITUR - Research Group Unit of the IPL. He is editor-in-chief of the European Journal of Tourism, Hospitality and Recreation (www.ejthr.com) and member of the editorial boards of Current Issues of Tourism Research, COGITUR - Journal of Tourism Studies, Journal of Tourism and Services, and Brandtrends. He is also the founder and board member of the ONAT - National Observatory of Tourism Recreation (www.onat.ipleiria.pt) and founding member of the International Association of Branding (Observatório de Marcas). Nevertheless, he still manages time to be the director of the International Tourism Film Festival ART&TUR, which he founded in 2008, in Barcelos (North of Portugal). His empirical research is mainly focused on psychological and sociological aspects of tourism: imaginary, social representations, destination branding, tourist motivation and consumer behavior.

GREG RICHARDS

Tilburg University, Netherlands

Greg Richards is Professor of Leisure Studies at the University of Tilburg and Professor of Events at NHTV Breda University of Applied Sciences in The Netherlands. He has worked on projects for numerous national governments, national tourism organizations and municipalities, and he has extensive experience in tourism research and education.He held a European Union Marie Curie Postdoctoral Fellowship at the Interarts Foundation in Barcelona, and he has directed a number of projects for the European Commission on topics including cultural tourism, crafts tourism, sustainable tourism, tourism education and labour mobility in the tourism industry. He has also worked extensively on the analysis and development of cultural and creative tourism in cities such as Barcelona, London, Edinburgh , Amsterdam, Rotterdam, Amman (Jordan) and Macau (China). His major publications include Cultural Tourism in Europe (1996); Cultural Attractions and European Tourism (2001); Tourism and Gastronomy (2002); The Global Nomad: Backpacker Travel in Theory and Practice (2004); Cultural Tourism - Global and Local Perspectives (2007) Tourism, Creativity and Development (2007), Eventful Cities: Cultural Management and Urban Regeneration (2010) and Cultural Tourism Research Methods (2010). He was a member of the Palmer/Rae team evaluating the impact of the European Cities of Culture (ECOC) for the European Commission, a contributor to the European Travel Commission study of City Tourism and Culture and an adviser on the development of national cultural tourism policy in Austria. He has worked with Bob Palmer on a three new editions of the European Cultural Capital Report (2008, 2009 and 2011). He is currently conducting research on the 2012 ECOCs in Guimaraes (Portugal) and Maribor (Slovenia) and is advising Malta (2018) on cultural programming and evaluation and Eindhoven (Candidate City 2018) on their bid.


KELLY BRICKER

University of Utah, USA

Kelly Bricker is an Associate Professor at the University of Utah in the Department of Parks, Recreation, and Tourism. She also works as a Senior Research Scientist - Recreation with HDR|DTA part-time. She completed her Ph.D. research with the Pennsylvania State University, where she specialized in sustainable tourism and natural resource management. She has special research and teaching interest in ecotourism, sense of place, natural resource management, and the environmental and social impacts of tourism. Kelly has conducted research on heritage tourism, social impacts of tourism, and natural resource-related tourism environments. She has presented papers on issues in ecotourism, sense of place, natural resource management, and incentive travel programs. She has published articles on sense of place, ecotourism certification and policy, and health and sustainable tourism relative to communities. With her husband Nathan, she developed an ecotourism operation called Rivers Fiji. She serves as the Chair of The International Ecotourism Society and the Global Sustainable Tourism Council.

MASOOMA AL-BALUSHI

Sultan Qaboos University, Sultanate of Oman

Ph.D. Tourism & Hospitality Management, School of Management, University of Wales. Head of Tourism Department, College of Arts and Social Sciences, Sultan Qaboos University, Sultanate of Oman. National Tourism Human Resources Development Specialist (National Consultant) for the project of Manpower and Training Needs Analysis of the Tourism Industry in Oman. World Tourism Organization (UNWTO) in partnership with Ministry of Tourism of Oman. Member of Tourism & Property Investment, Oman Chamber of Commerce and Industry, Ruwi, Sultanate of Oman. Member of Advisory Committee of International Travel and Tourism Exhibition, OITE, Ruwi, Sultanate of Oman. Chairman of Tourism Department Board, SQU. Member of The College of Arts executive committee, SQU. Member of The College Continues Improvement Committee, SQU.


MUZAFFER UYSAL

Virginia Tech, USA

Muzaffer (Muzzo) Uysal is a professor of tourism in the Department of Hospitality and Tourism Management, Virginia Polytechnic Institute and State University (Virginia Tech). He has extensive experience in the travel and tourism field, authoring or co-authoring a significant number of articles in tourism, hospitality, and recreation journals, proceedings, book chapters, and four monographs, and four books related to tourism research methods, tourist service satisfaction, tourism and quality-of-life, and consumer psychology in tourism and hospitality settings. He also has conducted workshops and seminars on similar topics and field research in several countries. He is a member of International Academy for the Study of Tourism, the Academy of Leisure Sciences, and serves as co-editor of Tourism Analysis: An Interdisciplinary Journal. In addition, he sits on the editorial boards of several journals, including Journal of Travel Research, and Annals of Tourism Research as resource editor. He also received a number of awards for Research, Excellence in International Education, and Teaching Excellence. His current research interests center on tourism demand/supply interaction, tourism development and QOL research in tourism.

TAMARA RATZ

Kodolányi János University of Applied Sciences, Hungary

Tamara Rátz (PhD) is Director of Centre for Business Studies and Head of Tourism Department at the Kodolányi János University of Applied Sciences in Hungary, and Visiting Professor at Karaganda University of Economic Sciences in Kazakhstan. She gained her PhD degree in Management Studies with a specialisation in Tourism from the Budapest University of Economic Sciences and Public Administration, Hungary. In addition to being Visiting Lecturer at HAMK University of Applied Sciences in Finland between 1995 and 2011, she has taught various tourism-related courses in Norway, the Netherlands, Poland, Bulgaria, the Ukraine, Romania and Turkey. In 2010, she received the national "Tourism Professor of the Year" award in Hungary. She is the author or co-author of more than 150 publications on tourism, including a number of books on the impacts of tourism, attraction and visitor management, and health tourism and quality of life. She is actively involved in consultancy in tourism education and destination development, both in Hungary and abroad. Her current research interests include cultural and heritage tourism development and management, creativity and innovation in niche tourism development, and the role of tourism as a catalyst in European integration.


PARALLEL SESSIONS - ABSTRACTS


AN EVALUATION OF PRIORITIES FOR BEACH TOURISM: CASE STUDIES FROM ALENTEJO LITORAL, PORTUGAL

Adriano Wolf João Paulo Jorge Polytechnic Institute of Leiria, Portugal [email protected]

In recent times has been emphasized, in the tourism industry field, the importance of sustainable coastal management. Perceptions of landscape/beaches not only vary among social groups and cultures, but also with time while, landscapes themselves can be fashionable, as seen with eco-tourism. Although development often reduces beach scenic value and results in reduced amenity, it is necessary to provide infrastructure in support of the industry. The tourism–environment interrelations are extremely important and it has been broadly recognized that sustainable tourism is essential for both the tourism industry and natural environment. Therefore, development should be focused to tourism markets while protecting beach landscapes. As part of this philosophy, it is important to understand what different user groups prefer when visiting a beach, so that priorities can be established. Using five case study beaches located in Alentejo Litoral region, this paper evaluates beach tourism priorities. These beaches with environmental designations were assessed, using an established beach rating checklist comprising 50 physical, biological and human use factors. Analysis identified motivating factors behind the decision to visit and highlighted resource protection aspects for specific user group needs. This supports the development of beach management strategies based on local characteristics and different tourism markets.

Keywords: Beach tourism, priorities evaluation, beach management strategies


REFLECTING ON STUDENT AND INDUSTRY EXPECTATIONS IN THE TOURISM AND HOSPITALITY INDUSTRY: A SOUTH AFRICAN CASE STUDY

Albert Strydom Central University of Technology, Free State, South Africa [email protected]

The tourism and hospitality industry faces major challenges, especially related to recruiting and retaining staff. As the industry is intensely service-oriented, it is critical to employ staff with the appropriate attitudes and qualifications and therefore vital for students who study or intend to study Tourism and/or Hospitality Management to be adequately informed about the industry’s expectations and challenges, as well as the demanding work environment they can expect once they are employed in the industry. The aim of this paper is twofold: to reflect on what students expect from the industry, on the one hand, and what the industry expects from graduates, on the other. The study was conducted in the Bloemfontein area of South Africa and respondents included the Tourism Management and Hospitality Management students of the Central University of Technology, Free State (CUT), as well as selected industry stakeholders. The findings underline the importance of cultivating the ‘soft skills’ of graduates, with an emphasis on leadership and management skills. The findings further show that cultural awareness is the most important skill required by industry and that entrepreneurship training should be an integral part of Tourism Management and Hospitality Management curriculums, especially in the South African context.

Keywords: student expectations, industry expectations, tourism and hospitality industry, Bloemfontein area, Central University of Technology, Free State (CUT)


REVERSE FLOWS AS THE SOURCES FOR PRODUCT/SERVICE INNOVATION – DO COMPANIES FROM TOURISM INDUSTRY DIFFER?

Alena Klapalová Masaryk University, Czech Republic [email protected]

In the case of product innovations companies use various sources of inventions and ideas. Probably every company deals – more or less – with some reverse flows managed by the activities of reverse logistics. Reverse flows – either tangible or intangible in the form of information - can be both an interesting as well as important source of ideas for innovation of product. Despite this belief there is not much knowledge about the utilization of this potentiality in practice and the theme is neglected also in theory. In services and especially in tourism the knowledge gap is even bigger. This paper examines various questions of the utilization of existing reverse flows as the sources for product/service innovation in the context of companies’ innovative behaviour and reverse logistics management. Based on the empirical survey of 244 companies we have identified some major differences between two groups of companies (manufacturing and services in one group and tourism services in another one) related to the various sources for product (service) innovation which encompass reverse flows, as well. Frequency analysis, crosstabs, χ², and t-tests were applied to get answers to the basic research question if there are any differences between these two groups of companies when dealing with various types of reverse flows in their innovation behaviour.

Keywords: reverse flows, reverse logistics, sources for innovation, products, services


PROPOSAL OF A VECTORIAL COMPOSITE INDEX FOR BENCHMARKING THE SUSTAINABILITY OF EVENTS

Alexandre Guedes da Silva Manuela Sarmento Universidade Lusíada, Portugal [email protected]

The sustainability of events is an area of growing international interest mostly driven by the pressure of the public opinion regarding the public expenditure in Mega-Events. This fact, is indeed the motivation behind the newly enforced regulations by the British Standards (BS 8901:2007), the Canadian Standards (CSA Z2010) and, even more important, by the International Standards Organization (ISO 20121:2012, Event sustainability management systems - Requirements with guidance for use).

However to fully comply with these norms a comprehensive tool for monitor and evaluate the sustainability of the events and their evolution over time is needed. This is the aim of the proposed model, it uses a simple methodology based in a flexible set of event indicators and a vectorial approach to their aggregation. The final index is presented by two components, one algebraic and another angular, which allows a clear perception of the actual sustainability of the event and its trajectory to a specified set of benchmark values.

An examination of the sustainability of several events presented in the literature demonstrates the flexibility and robustness of the index and its usability for a large range of events.

Keywords: event sustainability, composite index, benchmarking


THE IMPORTANCE OF THE TOURISM ENTERTAINMENT COMPONENT IN THE IMAGE OF A TOURIST DESTINATION CONSTRUCTION

Ana Patrícia Marques Paulo Almeida ISCE - Higher Institute of Educational Sciences, Portugal Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

According to Baloglu and McCleary (1999), the research that has been conducted in the past years has shown that the image is a very valuable concept to realize the selection of a destination by tourists. The fact that destinations compete with each other through their image is essential to be perceived in the best way, since the tourists before visiting the destination already have a certain image about it and that is a decision factor in their choice. To Alves and Ferreira (2009), tourism entertainment is regarded as a key element in tourism demand, attracting new flows to regions/destinations and so we considered relevant in the present investigation study the importance of tourism activities in the image of a tourist destination construction. The applied methodology will be the model of Bigné et al (2005) that collects information to understand the relation between the destination image, the post-purchase evaluation and the returning intention. We will include in this model the tourism entertainment variable so we can understand the importance in the image of a tourist destination construction and if it is a motivation in the destination choice. The analysis assumes a theoretical framework consisting of a conceptualization, development and characterization of the study object and a second part consisting of the mentioned model adaptation and the application of a survey to a sample of domestic and foreign tourists, in different regions of Portugal and according to different types of tourism, so we can assess whether the perceived image before the trip is justified by the trip itself and if the tourist activities are included in the motivations for the choice of destination.

Keywords: Tourist destinations, image construction, tourism entertainment, motivations.


VOLUNTARY POLICY INSTRUMENTS FOR SUSTAINABLE TOURISM: THE CASE OF THE PORTUGUESE HOTELS

Ana Sofia Viana Polytechnic Institute of Leiria, Portugal [email protected]

In recent decades there has been a growing concern about the negative impacts of tourism. These impacts can be observed in many different fields (economic, social, cultural and environmental) due to the complexity of tourism activity. Following this concern arises and develops the concept of sustainable tourism, present in the various agencies involved in this problem, since to WTO, the United Nations or European Union. An essential tool for dealing with sustainable tourism and its application in business are indicators of sustainable tourism prepared by the WTO because it can measure and compare the impacts of tourism in different regions or countries. In this paper we will focus on voluntary policy instruments for sustainable tourism. The aim of this paper is to provide an approach to the concepts and tools more relevant in terms of sustainable tourism to power after carrying out an application from them to the specific case of the Portuguese tourist accommodations, and more specifically to hotels in order to measure and compare the degree of implementation of the various instruments in the same sustainable management and identify costs and benefits of its implementation.

Keywords: voluntary initiative, sustainable tourism, hotel companies


THE IMPORTANCE OF INTERNET AS AN INFORMATION SOURCE FOR THE WINE TOURIST VISITING PORTUGUESE WINE REGIONS

Ana Teresa Nunes Maria Antónia Rodrigues ISCAP – Polytechnic Institute of Porto, Portugal [email protected] / [email protected]

The Internet has introduced significant changes in consumer behavior, particularly in the information search. In the Tourism sector, information has an important role and Internet has revolutionized the way we get touristic information. This study aims to understand the Internet's importance as an information source for wine tourists visiting Portuguese wine regions. The first part presents a literature review mentioning the main determinants in the internet's use as an information source and the main information media used by wine tourists when they decide to make a visit. The second part presents an empirical study carried out in different Portuguese wine regions. The data were collected from a sample of 100 wine tourists by face-to-face and online questionnaire. In general the study results show that wine tourists visiting Portuguese regions consider the Internet an important, useful and time-saving information source when compared with other information sources. These wine tourists are aged between 25 and 44 years old and do it especially in the company of family and friends. This study aims to contribute to the theoretical knowledge of the internet importance as an information source for wine tourists and also to provide to the Portuguese companies operating mainly in the Portuguese market practical knowledge on the use of the internet as an information source for wine tourism. This study enables companies to understand the profile of wine tourists visiting Portuguese regions and to select the means and media for effective dissemination of information to wine tourists.

Keywords: wine tourism, Portugal, internet, information


TOURISTIC ITINERARIES: CONTRIBUTIONS TO BUILD INNOVATIVE TOURISM OFFERS AND TO CREATE SUSTAINABLE DESTINATIONS

André Monteiro Luís Ferreira Lídia Aguiar ISCET, Portugal [email protected] / [email protected] / [email protected]

The image of the destinations depends directly of what is offered there. The rising necessity of being attractive and competitive brings the continuous challenge to build an innovative offer that can answer to the visitants and tourists motivations. Therefore, the destinations management organizations face the constant responsibility of create new and innovative tourism products. In result of some researches, authors believed that itineraries can be one of the possible answers, according to the proved capacity in attracting visitants, the contribution to increase the visibility of material and immaterial heritage and to increase the destiny image. The itineraries appear as a structured answer of offer, where experiencing a wide set of resources. It is possible to expand, incorporating new assets and attractions, providing the possibility to integrate new experiences. Other benefits presented, report the fact that itineraries can encourage the economic and cultural development, as well as improve the destinies educational and civic conditions. It is in this way of thinking that the investigation project “Routes of Wolfram in Europe – Memory of Men and Industrial Heritage” is being build, an European itinerary that is supported by IEIC, national and international public and private organizations where the main goal is, ahead of the creation of a route and its European recognition, contribute to create new touristic development centers, supported by an innovative and creative offer, capable to sustain a distinctive image of places.

Keywords: Itineraries, tourist motivations; destinations, new offer, routes of wolfram in Europe


MANAGING CULTURAL LANDSCAPE AS A TOURISM RESOURCE: FROM THE RECOGNITION OF EXCEPTIONAL AGRO-PASTORAL LANDSCAPES TO A SUSTAINABLE INTEGRATION IN TOURISM PRODUCTS.

Andreia Pereira António de Sousa Pedrosa University of Coimbra, Portugal [email protected] / [email protected]

This is the time to face the challenge of persecuting the principles and goals for cultural landscape preservation established in the international forums. In the case of traditional rural landscapes, this need is widely recognized given the increased risk of loss of environmental and cultural heritage. Regional and sectorial planning, as well as land management instruments as shown to not be able to cope with the socio-economic changes that are leading to the disruption of the dynamic balance of landscape systems. There is also a window of opportunity that must be explored: the conjunction of the global recognition of the importance of landscape quality, with the focus on multifunctionality, and the promising growth prospects of nature tourism and cultural and landscape touring. The definition of areas of high landscape value at a regional scale, electing the watershed as an integrative framework, is an extremely useful tool for the management of the landscape mosaic, as well as for its sustainable use as a core tourism resource. This operational concept promotes the recognition of the uniqueness and representativeness of the selected areas and the assessment of the risk of loss induced by the landscape degradation. The ultimate purpose is the adoption of programs of active management of the selected areas, considering its various dimensions, functions and services. This methodology is essayed in the watershed of river Lima (north-western Portugal): a predominantly rural territory, marked by an ancient and intense human occupation, where the prevalence of farming and cattle raising techniques throughout centuries played a key-role in landscape shaping.

Keywords: Cultural landscape; tourism products, land planning, territory management.


CONTRIBUTIONS TO THE IDENTITY ASSUMPTION OF THE PORTUGUESE JEWISH HERITAGE: THE CASE OF BELMONTE

António Sérgio Araújo de Almeida Ana Paula Sousinha Malheiros Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

Taking as reference the strong Jewish presence in Belmonte, Portugal, it was intended to assess how this local community assumes and identifies herself with Jewish tourism, diagnosing local contributions and local constraints to the development of an integrated tourism services offer based on identity assumption. Through information provided by a questionnaire, we analyzed and evaluated the Belmonte residents perceptions of, on the one hand, facing tourism in general and on the other hand observing Jewish tourism in particular. A special attention was given to the main guide lines to be observed in future in order to structure contributions of youth to get a local identity assumption.

Keywords: Belmonte heritage, Jewish presence, identity assumption, integrated tourism, youth.


THE EFFECT OF EXPERIENTIAL MARKETING ON CUSTOMER SATISFACTION AND BEHAVIORAL INTENTIONS: A RESEARCH ON SENIOR TOURISTS

Bilge Çavuşgil Köse Trakya University, Turkey [email protected]

Together with the progression of economic offering, the process from products to services and from services to experiences has aroused the term “experiential marketing”. Experiential marketing which aims to make products and services unique for a consumer is an important tool in gaining of customer satisfaction and loyalty via creating the customer experience. For creating a holistic experience, experiential marketing, provide customers not only use the product or services, but also help them for their development of cognitive status and acquiring unforgettable memories. The tourism product starts the race in experience economy one step ahead in terms of being private and having the nature of offering experience. This will provide an important step in creating customer loyalty if it is managed and directed properly by tourism businesses. Primarily inspired from Bernd H. Schmitt’s experiential marketing model, this study is focused on the relationship between experiential marketing, customer satisfaction and behavioral intentions. Also, there is a lack of research on experiential marketing and senior tourism, and this research is directed to fill in the gap. Research aims to analyze the effect of experiential marketing on customer satisfaction, the effect of experiential marketing on behavioral intention, and the effect of customer satisfaction on behavioural intention in the context of senior tourists.

Keywords: Experiential Marketing, Experience Economy, Behavioral Intentions, Customer Satisfaction, Senior Tourists


DIFFERENCES BETWEEN RESIDENTS’ AND TOURISTS’ PERCEPTIONS OF MOUNTAIN DESTINATIONS

Carla Silva Elisabeth Kastenholz José Luís Abrantes Polytechnic Institute of Viseu, Portugal [email protected] / [email protected] / [email protected]

Mountain regions have become one of the most attractive tourism destination areas as demonstrated by the fact that mountain tourism constitutes at least 20% of global tourism, with mountain destinations being second in global popularity and the choice of 500 million tourists annually. Since destination image is the most important factor in destination attractiveness, the aim is to develop the MDI Scale - Mountain Destination Image Scale – in order to assess a wide set of tourism mountain destination image parameters. Within the MDI scale, images are related to cognitive and affective factors. The study aimed at understanding particularly the differences between local residents and tourists in respect to this mountain image. Insights from an empirical study of 315 tourists and 315 residents in European Mountains Destinations – the Serra da Estrela (Portugal), the Alps (France, Austria and Switzerland) and the Peaks of Europe (Spain) - indicate that this multi- dimension scale incorporates five mountain image dimensions held by tourists: (1) historic-cultural, (2) natural/ecological, (3) social and prestige, (4) sport and leisure, and (5) affective; and three images dimensions held by residents: 1) mystique/sacred, (2) historic-cultural and (3) affective. Discussion is focused on theoretical and practical implications of these findings for tourism destination planning, marketing and management. Study limitations and directions for future research are also presented.

Keywords: Tourism, Mountains, Destination Image.


MARKET ORIENTATION IN THE HOTEL INDUSTRY: DEVELOPING A MEASUREMENT SCALE TAILORED TO THE HOTEL INDUSTRY

Carlos Alberto Fernandes Sampaio Ricardo José Gouveia Rodrigues José Manuel Hernández Mogollón University of Extremadura, Spain [email protected]

Despite the scientific community consensus about the positive relation between market orientation and business performance, several studies carried out some contradictory results and the range of market orientation measurement scales indicate some lack of consensus about the existent scales characteristics. In addition, most of these scales have validity and reliability problems that could be related to the social, cultural and business context. This study seeks to develop a market orientation measuring scale suitable to measure market orientation in the hotel industry, capable to break the existent scales measurement shortcomings and able to portrait the services sector characteristics, in detail the hotel industry sector, in different business contexts.

We began by studying the underlying market orientation literature. We developed the scale items and we sent them, by email, to an expert panel from six countries of the European Union, in order to test the proposal scale content validity. The final proposal scale has 21 items and 3 dimensions: intelligence generation, intelligence dissemination and coordinated response, each one of these dimensions with 7 items. The items of each one of the scale dimensions aims to measure three domains’ attributes: client, competition and market structure.

Keywords: Market Orientation, Hotel Industry, Measurement Scale


TOURISM INDUSTRY IMPACT WITH WEB 3.0 BASED MARKETING STRATEGIES ADOPTION

Carolina Narciso Filipe Mota Pinto Paulo Almeida Polytechnic Institute of Leiria, Portugal [email protected] /[email protected] / [email protected]

Current web based society’s behavior has being one important factor for tourism globalization. Indeed web technologies have become indispensable for assertive marketing strategies and business objectives. Web technologies have evolved from largely static pages almost administrated by experts with html text and gif buttons (known as web 1.0) to a user centered dynamics (the ability to create web pages such as blogs, sites or discussion forums were transferred to mass) focused on ready to use contents publishing methods (recognized as web 2.0). This web based paradigm has introduced and explored the cross interest of rich interest applications (wkis, communication tools), social networking sites (social communities and folksonomies) and collaborative work (file sharing systems and web scattered applications). Recently industry and web players have been announcing the new 3.0 web paradigm dawn. The web 3.0 is assumed as next web shift, based on rich internet applications and social media, bringing them to whatsoever mobile devices, netbooks and digital signage. At this new emerging archetype the information is moving from pulling to pushing paradigm – the information is searched for filtered, personalized and delivered to end users based on explicit or implicit preferences, biofeedback and location. The main objective of this paper is to study whether the use of Web 3.0 it would be an efficient and useful method for the implementation of tourism marketing and to evaluate direct impacts that Web 3.0 would have on costumer’s decisions. Therefore we also present a study for the impact of Web 3.0 tools, both from the tourism supply and demand point of view.

Keywords: Web 3.0, Tourism, Marketing, Consumer`s


KEY ISSUES IN SUSTAINABLE DESTINATION MANAGEMENT SYSTEMS

Catarina Antónia Martins Carlos Manuel Martins da Costa Osvaldo Rocha Pacheco Polytechnic Institute of Bragança, Portugal [email protected] / [email protected] / [email protected]

Tourism is the economic activity where ebusiness is most used not only in what concerns collecting information but also in what concerns trading services. Destination Management Systems have been referred in last decades as the ICT infrastructure of a Destination Management Organization. It is not yet clear in literature how these systems can be implemented in a sustainable way. The main purpose of this study is to present a conceptual framework where destination management systems sustainability fit in three spheres of action: the dynamics of the system implementation within a destination management organization, the very specific features of those destination management systems and the organizational environment in the destination.

Keywords: Destination management organizations, e-business, destination management systems; touristic destination.


RECONVERSION OF THE HERITAGE AND PEOPLE OF COASTAL ZONES

Cátia Filipa Cerqueira Rebelo Mário João Paulo de Jesus Carvalho Inês Paulo Cordeiro Brasão Gilberto Coralejo Moiteiro Graça Maria Gomes Ezequiel Carlos Pedro Ferreira Alves Polytechnic Institute of Leiria, Portugal [email protected] / [email protected] / [email protected]

In this presentation, we intend to present our research considerations about Óbidos Lagoon Heritage. The main goal of this Research Project is to improve the potential of Óbidos Lagoon in the different fields such as economics, social and environment, always in the sustainable perspective. To accomplish this aim we divided the project into two phases, the first one, at this moment in progression, named diagnosis consists in the territory and patrimonial exploration, questionnaires to the local population and to the tourists and interviews with the stakeholders. The second one, involves the development of an interpretative plan, as a base of sustainable activities developed in the local territory. With the questionnaires we intended to know the level of involvement between the locals and the Lagoon, as well as, the tourists experience in the Lagoon. All the collected data was statistically treated with the statistical program SPSS, other methods were applied as documental analysis in the open questions. Besides the questionnaires we interviewed the local stakeholders, such as association’s speakers and other people with different kinds of knowledge about the lagoon.

Keywords: Óbidos Lagoon, sustainability, locals and stakeholders, environment.


SPECIALIZATION AND IMPORTANCE-PERFORMANCE IN VISITORS TO A NATURAL HISTORY MUSEUM, THE CANADIAN FOSSIL DISCOVERY CENTRE, MORDEN, MANITOBA, CANADA

Christopher Malcolm Doug Ramsey Brandon University, Canada [email protected] / [email protected]

The Canadian Fossil Discovery Centre (CFDC) in Morden, Manitoba, Canada, is home to the largest collection of marine reptile fossils in North America. The CFDC houses thousands of local finds from active dig sites across the Manitoba Escarpment. The Museum has experienced average annual increases in visitation since 1994, is noted as a Manitoba Star attraction, and was rated in the top 5 travel destinations in Manitoba in Maclean’s. Due to the limited space of the Museum, the staff and volunteers display 21 exhibits to its visitors, with hopes of expansion to a larger facility. This study reports on a survey of visitors to the CFDC in the summer of 2012 (n=137). The purpose of the study is to gauge visitor expectations, satisfaction and specialization (past experiences and exposure to paleontology and ancient marine reptiles) as a tool for future expansion planning. This is the first application of the specialization approach to museum visitors. Generally, participants reported high levels of satisfaction with respect to important reported expectations. However, visitors were characterized by a low degree of specialization in the subject area, indicating a basic education program is required. Open-ended comments indicated that some participants did not fully understand the material presented in CDFC interpretive displays and corroborate the specialization finding. The results illustrate a successful application of the specialization approach to museum tourists, which may help to improve interpretive message design.

Keywords: Importance-satisfaction, specialization, Canadian Fossil Discovery Centre


THE RELATIONSHIP BETWEEN THE MANAGEMENT ACCOUNTING TECHNIQUES AND THE DECISION MAKING IN PORTUGUESE HOTELS

Conceição Gomes Nuno Arroteia Luís Lima Santos Polytechnic Institute of Leiria, Portugal [email protected] / [email protected] / [email protected]

This study examines the hospitality decision makers’ use of management accounting. The making decisions’ process involves several of steps. It is need accurate information for the hotel managers make a good decision. Management accounting (MA) can provide this kind of information. A lot of MA techniques are concerned with the preparation of specialized information. We have studied the MA techniques that are currently being used by different types of Portuguese hotels, and we relate that use with the importance that is given to decision making by hotel managers. The sample includes 61 hotels, which were analyzed between 2010 and 2012. We verified that the hotel managers have different behaviors regarding the use of MA techniques, which depends of their opinion about the utility of management accounting.

Keywords: Management accounting, decision making, lodging industry, portuguese hotels.


TOURIST COMPETITIVENESS FACTORS: THE CASE OF NEW TOURISM REGIONS OF PORTUGAL

Cristina Estevão Sara Nunes João Ferreira Polytechnic Institute of Castelo Branco, Portugal [email protected] / [email protected] / [email protected]

Tourism is a sector that has been renowned for its great potential in the world, occupying an extremely relevant role to the competitiveness of any region. However, despite the existence of varied research on this topic are still scarce the studies focused on the empirical validation of models of tourism competitiveness. Given the recent Law n. º 33/2013 of 16 May, establishing the new legal system of regional tourism areas of Portugal mainland it is pertinent to study the competitiveness of each region. Thus, this research aims to contribute to filling this gap by identifying and evaluating the factors of competitiveness of tourism in Portugal. The methodology used in the study required the use of primary data, where was used a questionnaire as a research tool applied to companies with activities characteristic of the satellite account of the World Tourism Organization (WTO). Through the use of structural equation models, we find that there are several significant relationships between resources (natural and inherited), offer (entertainment, backing, and support services) and management of destination (entrepreneurial orientation, hospitality and marketing promotional) as key factors for the competitiveness of tourism regions targeted by our study.

Keywords: Tourism, Competitiveness, Regional Areas, Portugal Mainland.


ONLINE TOURISM PROJECT BASED ON WEB MARKETING TECHNOLOGIES

Cristina Gomes Filipe Mota Pinto Vitor Hugo Ferreira Polytechnic Institute of Leiria, Portugal [email protected] / [email protected] / [email protected]

Tourism industry has grown substantially among European countries during the last few years. On such advance impressive on-line resources and applications have become popular among tourism players. Such dynamics have contributed for web and multi-plataform developments costumer (user) awareness’. Regarding that activity, insomuch adopted and accepted there’s a particular downstream need for marketing technologies in order to support their business strategies and objectives. This paper exposes a web marketing strategy for an on-line tourism project reflected on specific activities and expected results.

Keywords: Web marketing, digital media, tourism, online tourism, user, geo-reference


THE IMAGE OF TOURIST DESTINATION LISBON: PERSPECTIVE OF TOURIST VISITING THE HERITAGE

Daniela Gomes Paulo Almeida Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

The image of a destination is an increasingly important topic for research on tourism, since it has a very important role in market segmentation and the subsequent satisfaction of tourists. A destination should have in account the needs of present tourists and its development depends largely on the capacity they have to create differentiated products in order to become competitive and encourage tourists to visit him. The methodology adopted by us, was based in one questionnaire to tourists who were in Lisbon, in order to understand the image that tourists who visit the city's heritage have. We found that the image of Lisbon to visit their patrimony is still positive, it should be worked in order to improving some aspects that still continue to mark the negative image of the city's heritage. Through this research work we can see that the image of a destination is a major factor, as it generates motivation of tourists and it is by experience and is lived at the destination that tourists will keep or not the original image.

Keywords: Tourist Destinations, Destination Image, Tourist Patrimony


VISION 2020 FOR NEWFOUNDLAND AND LABRADOR TOURISM: UNCOMMON POTENTIAL OR UNABATED OPTIMISM?

Darrell C. Kennedy Ratana Chuenpagdee University of Newfoundland, Canada [email protected]

Tourism has been recognized as a significant contributor to the economic development of Newfoundland and Labrador, Canada, since the 1800s. Yet, after decades of effort and investment, the industry has continued to face several challenges, including long travel time and high cost, a short peak season, and the amount and quality of tourism infrastructure in the province. In 2006, a group of public and private tourism stakeholders began developing a strategy for the province’s tourism industry to provide a vision and quantify the financial resources needed to meet existing needs and facilitate future growth. Released in 2009, Uncommon Potential: A Vision for Newfoundland and Labrador Tourism (Vision 2020) outlines seven strategic directions to help the province become one of the world’s leading tourism destinations and sets doubling annual tourism revenues by 2020 as its main target. Through a ‘step-zero’ analysis, this paper takes a critical look at this initiative from its inspiration to its adaptation and examines its strengths and weaknesses. Drawing from 18 key informant interviews and a review of secondary sources, we learn that the processes involved in creating Uncommon Potential may have helped to improve trust and communication amongst the province’s tourism stakeholders. However, the findings also suggest that certain decisions, particularly those made at the beginning of its development stage, may need to be reconsidered in order to increase the likelihood of fulfilling the document’s overarching plan and ambitious goals.

Keywords: Step-zero analysis; tourism development strategy; Vision 2020; Newfoundland and Labrador.


SUSTAINABILITY STRATEGIES: GLOBALIZATION WITHIN THE MICE INDUSTRY

David M. Pearlman University of New Orleans, USA [email protected]

Lately, many companies have found their domestic markets saturated and believe the only way to maintain growth is in international markets. Many organizations believe that going global is a sustainable development strategy, while others believe that conducting business internationally is as much a defensive strategy as it is an offensive one; where if your company is not pursuing these markets your competitors will. To meet increased demand many businesses are attempting to expand their geographic footprint. Emerging markets in 1999 represented ≈20% of global GDP growing to 50% by 2010, with growth rates ≈5% ahead of developed ones, while developed markets are shrinking (Davidson, 2009). Globalization has been written about and discussed extensively, yet, the literature regarding this concept within the travel and tourism industry is scant. Globalization has occurred within the MICE industry, yet little empirical data exists. This study explored globalization practices within the MICE industry. Specific, research objectives involved 1) the development of international sales offices among select U.S. CVB's, 2) the global expansion MICE service providers, and 3) the growth of the Meeting Planners International and other industry associations. Findings indicate that this globalization among the MICE industry vary in scope and years of duration. This research contributes to the body of literature by documenting several examples of globalization, which may assist organizations implementing such expansion strategies. This research documents the successful application of globalization as a sustainable development strategy.

Keywords: MICE Industry, globalization, CVB’s, sustainable strategies


THE FOREIGN IMAGE OF GALICIA AS A TOURIST DESTINATION IN ATLANTIC EUROPE

David Santomil Mosquera University of Santiago de Compostela [email protected]

Which is the overview foreigners have about Galicia? Which territorial elements are identified by visitors who have come to our country? What is the foreign image of Galicia? This dissertation is focused on the foreign image of Galicia as a tourist destination. The research hypothesis is developed from the following questions, concluding that the brand identity Galicia spreads abroad is not in accordance with its brand image in other countries. In other words, this means things "we do" as a tourist destination is not in correspondence with "what we get”. First of all, there is not a consensus between the different public administrations involved in the promotion of the brand identity of Galicia. Secondly, it is not in accordance as this brand is not compatible with the image of Spain as a tourist destination. Finally, because Galicia is in process of transformation which includes social and territorial aspects changes its identity and its brand image making it difficult for both aspects to coincide. With the goal of identifying the visions or impression foreigners have and have had about Galicia, as well as the key elements and attributes associated with its image abroad, we have used a qualitative analysis method based on direct observation and perception through previous research and analysis, the bibliography and qualitative assessment of Galicia as a tourist destination within and outside their territorial jurisdiction, through the actions developed by public and private actors involved in the foreign promotion of our country.

Keywords: Galicia, Europe, tourism, image.


THE TRANSFORMATION OF A TOURIST SPACE: PUERTO VALLARTA'S MALECON

Derrek Eberts Rodrigo Espinoza Sanchez Brandon University, Brandon, MB, Canada Universidad de Guadalajara, Mexico [email protected]

In 2011, Puerto Vallarta, Mexico undertook a major renovation of its principal oceanfront public space - the Malecon. Not only was it renovated, but its layout and relationship to the adjacent tourist oriented commercial strip were altered. Among other things, the street that formerly divided the Malecon from the commercial strip was filled in and made to be a continuous part of the Malecon, open to pedestrians only. This project was planned and executed with virtually no consultation with the affected business owners and the taxi drivers who worked the street. The positive and negative impacts of the changes are uncertain. This paper reports on an initial survey of a variety of groups to ascertain their perceptions of the changes to this public tourist space.


ETHNIC FOOD AS COMMUNITY PRIDE TO SUPPORT SUSTAINABLE DEVELOPMENT

Dewi Eka Murniati Yogyakarta State University, Indonesia [email protected]

Ethnic food brings the identity of local culture. It represents a unique characteristic and authenticity, which leads to community pride. The study aims to investigate Indonesia ethnic food potential as an ethnicity portray. A survey of 400 foreign tourists was taken place in ethnic restaurants in Yogyakarta, Indonesia. Ethnic food attributes included the examination on traditional features of the place origin. Descriptive statistics associated with means was developed to analyse the data. The results illustrate that the ethnic food bears culture distinctiveness. Moreover, traditional characteristic as an ethnic food attributes in the questionnaire achieved the highest respond. Yogyakarta, as one of thousand tribes in Indonesia, owns a strong culture that reflects on its ethnic food. In turn, the ethnic food’s role in supporting the sustainable development and the destination competitiveness should be taken into account. More detailed findings and recommendations for further research are also discussed.

Keywords: Ethnic food, sustainable development, destination competitiveness, Yogyakarta Indonesia


PROMOTING PUBLIC TRANSPORT USE IN TOURISM

Diem-Trinh Le-Klähn Michael Hall Regine Gerike Technische Universität München, Germany University of Canterbury, New Zealand BOKU University, Austria [email protected]

Transport infrastructure plays a major role in determining the attractiveness of a destination. For a destination to achieve sustainability, the use of alternative transport modes for travelling such as public transport is critical. This paper discusses the importance of public transport in sustainable tourism development at an urban destination. Using a case study of visitor use of public transport in Munich, it explains how visitors use public transport in the city. The most important attributes of public transport services for visitors were identified, namely service quality, ease of use, price, and information. The paper also presents the relevant marketing strategies to promote the use of public transport by visitors at an urban destination.


THE ECONOMIC IMPACT ASSESSMENT EVENT" ÓBIDOS CHRISTMAS VILLAGE "IN OCCUPATION AND CONSUMPTION IN ÓBIDOS"

Dina Alves Paulo Almeida Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

Since tourism is one of the main activities in the global economy, Portugal should stand out as a destination of excellence and remarkable experiences. In order to understand the main concepts of Tourism, Hospitality, Events and Economic Impacts, was made an extensive review of articles and monographs, essential for carrying out this research work. Óbidos, since a few years ago, has to stand out for its tourism, but mainly through the events that promotes, with which they attract thousands of visitors and have a great impact in the press. This empirical research aimed to analyze and understand the evaluation and economic impact that the event “Óbidos Vila Natal” has in the economic activities of the village. The methodology was based on surveys in two research phases. In the first phase, it was applied a survey to visitors during the event, making it possible to obtain information regarding the profile of the respondents, the expenses incurred, the opinion concerning the characteristics of the destination and the event. In the second research phase it applied a survey to entrepreneurs and traders in the village, after the event, which made it possible to obtain information regarding the profile of the respondents, the expenses incurred and opinion concerning impacts. After collecting the needed information, it was treated and analyzed in order to get results to meet the objectives of the investigation. It was possible to understand that the economic impacts generated go beyond the time when the event takes place, which is considered low season, it also enables the arrival of tourists and visitors at other times of year, when there aren´t events taking place.

Keywords: Tourism, hospitality, events, economic impacts


STRATEGIC LEADERSHIP AND INNOVATION: A CASE STUDY OF THE KEYSTONE CENTRE, BRANDON, MANITOBA, CANADA

Doug Ramsey Derrek Eberts Brandon University, Canada [email protected] / [email protected]

The purpose of this paper is to describe and evaluate the image, sustainability, and impact of the Keystone Centre in Brandon, Manitoba, Canada. The Keystone Centre is the largest recreational facility in Manitoba with approximately five hectares of buildings on a 36 hectare site. The first phase opened in 1972 with a number of additions taking place in subsequent years, the last being 2004. The facility includes three hockey rinks, an eight-pad curling rink, indoor and outdoor riding arenas for horse and livestock events, and nine meeting rooms. The property also houses heritage agricultural buildings, a campground, and the site of the annual folk music festival. There is also parking for 4,000 vehicles. The paper evaluates the mission statement and strategic objectives of the Keystone Centre, and in particular those objectives that relate specifically to market development and green initiatives. This evaluation is followed by an economic impact analysis of events within the Keystone Centre and of the Keystone Centre itself to the City of Brandon. In recent years, the Keystone Centre has expanded its brand and marketing to expand into concerts and horse events. In 2012, the Keystone boasted approximately 1,500 event days per year. These event days include community functions (e.g. hockey, figure skating, indoor soccer), conventions, and events (e.g. sport, entertainment, agricultural, cultural, trade shows). The paper concludes with recommendations for ensuring the branding matches the market directions and that any developments meet the Keystone Centre’s often competing goals of community function, sustainable facility, and economic driver.

Keywords: economic impact; sustainability; community development


THE IMPACT OF TOURISM IN THE QUALITY OF LIFE AND WELL-BEING OF TOURISTS

Eduardo Moraes Sarmento Sara Ferreira Sá Couto Universidade Lusófona de Humanidades e Tecnologias, Portugal [email protected] / [email protected]

Although tourism currently constitutes one of the fastest growing economic activities worldwide, its benefits should not be reduced to economic. In particular it should deepen the relationship between tourism, quality of life and well being of those involved in the tourist experience. This study aims to assess the impact of tourism on quality of life and well being of tourists in Portugal. To perform this analysis we used a questionnaire based on the WHOQOL-BREF and EBP, which was online for a year to anyone who would respond voluntarily. 1059 responses were obtained. The results showed that tourism can positively affect the quality of life and well-being, and this significant relationship with regard to some dimensions of quality of life and well-being. This study demonstrates that the managers should promote services that enhance personal experiences satisfactory, that generate positive affect and that these effects are lasting, since it can generate loyalty with destiny, desire to spend more and recommend when it returns to house.

Keywords: tourism, quality of life, well-being.


USING AWARENESS AS A COMPETITION ELEMENT IN TOURISM DESTINATIONS: ESREFOGLU MOSQUE

Erkan Akgöz Selçuk University, Konya, Turkey [email protected]

Every region has its own characteristics and assets since tourism is heterogeneously structured. Using these assets effectively and taking competition advantage by them is only possible when all the shareholders are aware of them. Because awareness provides revealing skills and strength, continuous development, smart preferences and persistent demands. And this awareness is formed by repetitions ending a successful result. Built in 1296-1299, Eşrefoğlu Mosque is in UNESCO World Heritage Tentative List and the biggest and original example of wooden mosques in Anatolia. The mosque which has 42 wooden columns is situated in Beysehir county in Konya province and 715 years old. The mosque survived up to today without any damage in its wooden parts because it has got a huge snow pit in the middle of it. Not only the wooden columns but also tiles, monumental portal and Minber which is next to mihrap are very important in terms of history of art. Because the minber was made of wood without using any nails and glue since they were well-preserved by the locals. Importance of touristic assets on tourism destinations is studied in this paper. In addition, importance of using these assets not only by tourists but also the locals and using them as a means of competition element is emphasized in the paper.

Keywords: Awareness, Competition, Destination, Esrefoglu Mosque


THE ROLE OF LOCAL AUTHORITIES IN TOURISM DEVELOPMENT: A CASE OF MAZOVIA REGION IN POLAND

Ewa Ferens Warsaw University of Life Sciences, Poland [email protected]

Currently, local authorities play an important role in tourism development, as government structures become more decentralized. Local government has significant impact not only on the business environment but also on the natural and cultural resources in the commune as well as they shoulder the responsibility for promoting and supporting the local tourism product. However, although tourism falls within the scope of competence of the commune, it is one of the many others competing socio-economic priorities in local development. Due to insufficient amount of financial means or lack of authorities involvement quite often tourism sector is underestimated or neglected by local government to the advantage of other directions of local development. The aim of this article is to explore the engagement of local authorities in tourism development in Mazovia region in Poland. The paper presents the theoretical background as well as the findings of the empirical research, which was conducted among local authorities of 51 communes of Mazovia region. Data was gathered and analysed using a survey questionnaires in the first quarter of 2013.

Keywords: tourism development, local authorities


THE APPLE AND CIDER TOURIST ROUTE IN THE PRINCIPALITY OF ASTURIAS, SPAIN

Fernando Goulart Rocha Antoni F. Tullla Universitat Autònoma de Barcelona, Spain [email protected] / [email protected]

The Principality of Asturias is the biggest apple- and cider-producing region in Spain, and represents nearly 80% of the country’s cider production. Thus we cannot talk about tourism in Asturias without mentioning cider, the llagares (pressing barns where cider is produced) and sidrerías (cider houses or taverns where it is sold and consumed). Further, we should not discuss Asturian cider without highlighting the local apple varieties, which earned the beverage the certification of Denominación de Origen Protegida (D.O.P – a government-conferred quality benchmark) in 2003. Objective: to analyse the operation and dissemination of the apple and cider tourist route in Asturias, Spain. Methodology: We visited llagares, sidrerías and farms in July 2013. We also reviewed relevant bibliographies. Results: The apple and cider tourist route is promoted jointly by the Regulatory Council of the D.O.P “Asturian Cider” and the Principality’s Agricultural Ministry. The objective of the route is to expand the certified beverage’s market and to make it stand out as a regional tourist product. The operation of the route has been implemented through actions taken by municipal tourist offices working together with local tour guides. In the cider farms and llagares which host visitors, it is the producers themselves who receive groups of tourists. Conclusion: The apple and cider route in Asturias is a successful example of articulation between fruit-producers and cider-makers to promote tourism. Route guides and marketing campaigns for the route is likewise well planned and carried out.

Keywords: Cider, Apple, Route, Principality of Asturias, Spain.


RELIGIOUS TOURISM MARKETING: USING A TOURISM OFFER IN DIGITAL MARKETING STRATEGY

Filipe Mota Pinto Telma Freire Polytechnic Institute of Leiria, Portugal [email protected] /[email protected]

Religion is one of the most private and controversial themes for any person. Religious activities are normally public and developed aiming the overall population for any kind of enrolment or participation. Normally, on charity actions, religious organizations and their actors have been adopting direct channels more extensively in order to communicate to those whom are intended to participate and collaborate. However, recent changes on economic environment and disruptive circumstances have forced religious to adopt new strategies in order to motivate and involve those benefactors for certain participation or contribution. Along this work it is presented a novel digital marketing strategy for a charity campaign develop by a religious’ television channel.

Keywords: Digital marketing, religious marketing, benefactors


TERRITORY MARKETING STRATEGY: A LOW BUDGET WEB MARKETING STRATEGY FOR SÃO TOME E PRINCIPE

Filipe Mota Pinto Ana Rute Pereira Polytechnic Institute of Leiria, Portugal [email protected]/ [email protected]

Aiming to achieve an international recognition as a touristic destination, the small equatorial African country Sao Tome e Principe national travel and tourism authorities are focusing their strategies based on digital media for global communication results. Notwithstanding their reduced budget and resources Sao Tome e Principe authorities have at their disposal a set of methods and instruments that will allow grasp such objectives. Along this work it is presented a possible web marketing strategy for Sao Tomé e Principe, encompassing all activities and their dynamics. The results of this paper assist in clarifying the conceptual issues provided in the literature related to technologies or web applications comprised, also linking them to theoretical marketing knowledge foundations.

Keywords: Web marketing, Digital media, Tourism, São Tomé e Principe, Communication


BRIDGING THE GAP BETWEEN SATISFACTION AND LOYALTY IN THE HOSPITALITY INDUSTRY

Francisco Teixeira Pinto Dias Humberto Manuel Costa Ferreira Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

Taking into account the growing phenomenon of the competitive hotel industry, the quality of care and service is one of the most important items for success in the hospitality industry. The main goal of this study is to provide a better understanding of the relationship between satisfaction, loyalty and informal recommendation as a success factor in the hospitality business. In the tourism and hospitality industry, the well-known positive correlation between consumer satisfaction and loyalty is not as obvious as it has been demonstrated in many other industries. An empirical research by questionnaire using an intentional sample of 150 teachers was conducted, in order to shed some light on the referred aspects of the loyalty process. After submitting the respondents’ answers to cluster analysis, two segments of tourists were defined: tourists with a “heroic” imaginary (or allocentrism, according to Plog’s model) and tourists with a “cyclic” imaginary (or psychocentrism). The study corroborated our hypothesis, according to which only in the case of “cyclic” tourists there is a strong significant correlation between satisfaction and repeated consumption (loyalty). The high satisfaction doesn’t induce repeated consumption when the general motivation of the tourist is mainly focused on discovering new places and never returning to already known places (“heroic” tourists). Furthermore, this study also demonstrated that all tourists, without exception, recommend the hotels where they got satisfaction to their friends and relatives.

Keywords: hotel industry, service quality, satisfaction, loyalty, recommendation, tourist imaginary.


THE NATIONAL OBSERVATORY OF TOURISM RECREATIONAL ACTIVITIES AS A TOOL FOR EXCELLENCE IN PORTUGUESE TOURISM RECREATION

Francisco Teixeira Pinto Dias Paula Alexandra Gomes de Aguiar Cardoso Fernanda Maria Fernandes Oliveira Polytechnic Institute of Leiria, Portugal [email protected] / [email protected] / [email protected]

The tourism observatories are being proposed as a coordinated approach to gathering and storing information and as a means of guaranteeing greater synergies between different levels of tourism policy making. In Portugal, there is not a systematic monitoring system for the tourism industry. The National Observatory of Tourism Recreational Activities (ONAT) that is being developed by GITUR (Tourism Research Group of Polytechnic Institute of Leiria) aims to: (1) connect the tourism policy makers, stakeholders and researchers in a general forum to discuss the common problems in the field of tourism recreation; (2) identify trends and developments in the field of tourism recreation; (3) support evidence-based policy making in the tourism recreational area; (4) provide reliable, comparable and up-to-date information for tourism policy makers, stakeholders and researchers. This paper presents the structure of the Observatory and the results of an exploratory study that depicts the main concerns identified by the panel members of the Observatory (entrepreneurs and representatives of municipalities).

Keywords: Tourism observatory, monitoring system, tourism recreation, ONAT.


IS THE MOST PORTUGUESE CARNIVAL A GOOD BET? ANALYSIS OF ECONOMIC IMPACT OF THE CARNIVAL OF TORRES VEDRAS 2013

Francisco Teixeira Pinto Dias Dulcineia Basílio Ramos Rui Alberto de Feitas Martins Polytechnic Institute of Leiria, Portugal [email protected] / [email protected] / [email protected]

Nowadays, mainly in the countries suffering of chronic state budget deficit, the financing of cultural events is becoming a polemic issue. The municipalities that give financial support to annual events in the fields of culture or sport need to demonstrate that such subventions produce direct and indirect economic positive impacts for the community, attracting more visitors and increasing the consumption of products purchased in the local commerce. In this study, we present the methodology and the results of a study of the economic impact of the Carnival of Torres Vedras 2013, known in the country as the most Portuguese carnival among all Portuguese carnivals. The surveys were made: a street survey was addressed to the public of the event (with a sample of 1865 valid questionnaires); a specific survey addressed to the actors participating in the organized parade of Carnival (n = 484) and another specific survey to owners and administrators of shops and other commercial enterprises (n = 168). The data of these three surveys was interpreted on the basis of three different forecasting models, adopting for each one a set of basic assumptions. Interpreting the results according to these models, the global economic impact of the Carnival of Torres Vedras 2013 was in the interval ranging from 8 millions to 9.5 millions euros, which corresponds to a financial impact 2.5 times higher than was supposed by the Municipality.

Keywords: economic impact, Carnival, Torres Vedras, forecasting models.


ALUMNI NETWORK: A STRATEGY TO HELP TO DEVELOP LOCAL TOURISM

Francisco Ferraz Graça Seco Isabel Beato Célia Rafael Michael Schön Isabel Barreto Fernandes Polytechnic Institute of Leiria, Portugal [email protected] / [email protected] / [email protected]

Organizations including higher education institutions need to enhance the relationships with their stakeholders, especially with their alumni, in order to promote a set of long term mutual competitive advantages. In this way, organizational sustainability is gaining new ground and plays a fundamental role as a way of attaining a broad goal in terms of sustainable development. Higher education institutions should develop relationship and transparency strategies of corporate actions in order to create trust and also to leverage synergies by using alumni networks. This can be achieved through Information and Communication Technologies (ICT), especially the web, and the most recent and globalized platforms like Facebook and Linkedin as privileged channels for communicating with alumni. In addition, the development of actions that try to promote an approach and the engagement of alumni among different initiatives not only inside the institution, but also in terms of local and/or regional context, could create added value and contribute to local tourism development. The present study aims to analyze the development of the network of a higher education institution, namely, the IPLeiri@lumni Network, assessing the platform design, the measures taken by the institution to renew the relationship with their alumni, and the resulting advantages from the paths taken by some alumni as a way of identifying the potential added value for the development of local tourism of the region.

Keywords: Alumni Relationship, Corporate Social Responsibility, Corporate Websites, Collaborative Design.


THE BRAND AS A TRADEMARK AND AS A CORPORATE AND BUSINESS STRATEGY IN THE TOURISM SECTOR

Francisco Javier Aragón Cánovas Vilma Núñez Universidad Camilo Jose Cela, Madrid, Spain [email protected]

The present study deals with the analysis of the contribution of the "Brand" as a trademark from a legal perspective in symbiosis with the creation of businesses in order to boost tourism activities, as well as from the business point of view as institutional. The "Brand", just as any other visible “marks”, is intended to distinguish between different products or services by making them more competitive in the market. The rules for its exclusive use will provide that difference in the field of tourism and that is a fundamental opportunity. The tourism consumer can see an important added value that will make him lean towards those options that will make these tourism products more attractive. The legal rights to the trademark of a brand should involve a guarantee to face some difficult challenges in the face of competition, avoiding arbitrariness and securing strategic positions in the market, such as the case of the tourism sector, which is linked to this type of trademarks in order to obtain the desired success and stimulate new markets.

Keywords: brand, tourism, trademark, industrial property rights, promotion.


WOMEN EMPOWERMENT IN THE OMANI TOURISM SECTOR

Galal M. H. Afifi Sultan Qaboos University, Sultanate of Oman [email protected]

Investigating issues on women empowerment and employment are relatively well established in research. However, few works have been conducted in regard with tourism and even less in the Arabic area. Although women are still not well represented on the higher managerial levels, women’s contributions to the tourism profession have evidentially increased in the recent years. Accordingly, this research aims to examine the extent to which gender segregates men and women both horizontally, in terms of types of work, and vertically, in terms of managerial levels in the Omani tourism sector. A combination of semi-structures interviews and unified survey was utilized in this research, which helped identifying both qualitative and quantitative feedbacks. Results show that despite women are equally considered in the Omani different legislations, on the ground of reality, more efforts need to be conducted. The research highlights several cases where women acquire superior governmental tourism positions, while evidences of less equality exist in the private tourism sector. The research concludes numerous recommendations for filling in the current gap between women and men positions in the Omani tourism sector.

Keywords: Oman, women employment, women empowerment, tourism, gender.


THE CARRYING CAPACITY OF TRAILS IN THE IZTACCÍHUATL-POPOCATÉPETL NATIONAL PARK

Gandhi González Guerrero María Eugenia Valdez Pérez Rafael Morales Ibarra María de Jesús Osorno Corona Universidad Autónoma del Estado de México, México [email protected]

As conservation sites, Protected Natural Areas (ANPs) arguably have a greater need for the estimation of their carrying capacity than other destinations. The Iztaccíhualtl - Popocatépetl National Park in Mexico has seven trails which are offered as attractions. These paths have different purposes, emphasizing different aspects within the Park. Some of the paths are also used as educational tool within the subject of conservation. This document focuses on two of such trails and uses the methodology of carrying capacity to estimate the ideal number of visitors to each trail. The document concludes arguing the advantages and disadvantages of trails in National Parks. It also discusses the advantages and disadvantages of the methodology of carrying capacity as a tool for the management of visitor flow.

Keywords: carrying capacity, trails, National Parks


THE PLACE OF TOURISM IN ELEMENTARY SCHOOL SOCIAL SCIENCE COURSE BOOKS

Şahin Oruç Genç Osman İ lhan Yildiz Technical University, Turkey [email protected] / [email protected]

One of the contemporary important rapidly growing employment fields is tourism sector. This sector constitutes an important source of information and revenue for a lot of countries. Both developing and developed countries try to become tourist attractions by implementing advertisement campaigns and investing in tourism to attract more and more foreign tourists into their countries. Nevertheless, investments in tourism sector cannot be limited to only foreign tourists. Domestic tourists should also be given importance while investing on tourism. One of the effective ways of a country’s raising its citizens’ tourism awareness is education. In this sense, tourism topics in social science education course books are important. In this study, the concepts of tourism in social sciences coursebooks of Turkey’s public schools have been investigated. As research method, document analysis method has been utilized. Analyzed documents include teacher’s books, student’s course books and student’s study books.

Keywords: Tourism, Education


OUTDOOR RECREATION PROMOTION BY TAKING OUTDOOR TRAINER IN THE PUBLIC PLACES

Giedre Gudaityte Irena Valantine Lithuania Sport University, Lithuania

Outdoor recreation are widely recognised as important elements in people’s lives, and are receiving increasing attention. However, physical activity in leisure time is insufficient. Many scientists are studying this problem in all over the world, but research in Lithuania has just started to analyze outdoor trainer influence for physical activity in Leisure time.In order to to identify if outdoor trainer is appropriate means to promote an active leisure in public spaces and to decreasese physicaly pássive people number in Lithuania, was done quantitative research in wich was surveyed 369 respondents (16-65 years old). The results of survey revealed that the most part of citizens think that sport in a fresh air with outdoor trainers is the desirable form of active leisure. In their opinion, this suggestion can encourage the people to care about their health and appearance because there is the possibility to exercise in a fresh air for free and without any skills all-year-round. The essential factors for choosing sport in the site of outdoor trainers are: free service, peaceful environment, the variety and favourable geographical situation of outdoor trainers, the better quality of sleep, meeting new friends and forming of will and patience.

Keywords: outdoor recreation, outdoor trainer, Lithuania


SPORT EVENTS AND DESTINATION IMAGE: RUNNING UNDER THE MIDNIGHT SUN IN NORTHERN NORWAY

Giovanna Bertella The Arctic University of Norway, Tromsø, Norway [email protected]

Several scholars have discussed the link between events and tourism. Ritchie and Crouch (2003) indicate that events can contribute to the competitiveness and sustainability of a tourism destination. Having these studies as a background, this paper is focused on the case of sport events and their potential contributions in terms of destination image. This research investigates the case of the Midnight-Sun-Marathon (MSM) in northern Norway. The case is investigated through the collection of secondary and primary data. Secondary data include marketing material relative to the local tourism offer and the specific event. Primary data are collected through semi-structured interviews. The event’s organizers and the local destination managers are interviewed. Additional primary data are collected by the researcher talking with the MSM participants and their followers while volunteering at the information-desk of the event. The findings show that the MSM event has considerable potentials as a tourism experience for both the athletes and their followers. Moreover, the findings suggest that the event is perceived as being strictly linked to the uniqueness of the region. These considerations suggest that a branding extension strategy based on the contributions of the MSM to the image of northern Norway as a tourism destination could be feasible. The paper concludes reflecting on the critical factors relative to the exploitation of the potentials of a sport event in terms of destination competitiveness, and the challenges in terms of sustainability.

Keywords: events, tourism destination, branding


INNOVATION AND CREATIVITY IN HOTEL ENTERPRISES: CONCEPT HOTELS

Gorkem Ersoy Trakya University, Turkey [email protected]

Tourism sector is accepted as one of the most important industry in the world. Because of this point of view hotel enterprises must develop and improve themselves. There are innovation and creativity under the each change. While creativity is related to generate process of new ideas, innovation is related to convert these ideas into actual money. Creative hotels try to attract their consumers with their architecture. When we take a look to worldwide we can see that many hotel enterprises become an artwork with their architecturally. According to these explanations this study aims to identify means of innovation and creativity especially in creative hotel enterprises. In order to identify these concepts we handle concept hotels in Turkey as an example.

Keywords: Innovation, creativity, concept hotels


FOOD TOURISM IN THE TOURISM DEVELOPMENT OF THE OESTE REGION – PORTUGAL

Graça Ezequiel Anabela Almeida Cátia Ferreira Paula Cabral Simão Oliveira Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

Food tourism as a growing market segment is a path to develop competitive tourist destinations. As a broad area, and normally referred as gastronomy tourism, is often described as travel to specific locations in order to gain a sense of place where the quality of food-related experience is the most important. This paper results from a research project in the Western Region of Portugal, which had the duration of one year (May 2010 to May 2011) with a team of five investigators and two full-time research fellows, in order to understand the role that food tourism plays for destination differentiation, assess the local tourist agents’ perception, to profile the food tourist that travels to the Western Touristic Pole, and identify their key practices. In terms of methodology, the case study approach was used, with field work that resulted in 863 questionnaire surveys on the demand side and 92 questionnaire surveys on the supply side. The conclusions of the project revealed that food can actually be an important factor as a primary attraction, as well as secondary; that although the local agents are aware, the non-structure as a product, results in a predominance of day visitors. This paper intends to explore the supply side perception of food tourism and the customer’s profile, as well as the concern in offering regional products and its involvement in strategic decisions related with food tourism.

Keywords: Food Tourism, Gastronomy, Tourist Destination, Western Region, Supply Perception.


STRATEGIC FLEXIBILITY IN SERVICE SECTOR TECHNOLOGY (PRODUCT) BASED INTEGRATION DEVELOPMENT OF MULTI STAKEHOLDER STAR MODEL

GVR Sastry Department of Management Studies, IIT-Delhi, India [email protected]

Recognizing the fact that Tourism, Banking & Insurance Sectors has great employment generating potential hence, vital for the economic growth, integration would emphasize on the need for comprehensive technologies and the systematic processes of integrating Banking, Tourism & Insurance sectors (including Hospitality, Travel & Aviation).

Keywords: Next Generation, Tourism, Banking, Insurance, Technology, Integration, Service Sectors.


SEGMENTING WINE FESTIVAL ATTENDEES BY LEVEL OF WINE KNOWLEDGE TO ENHANCE FUTURE DESTINATION MARKETING STRATEGIES

Harsha E. Chacko David Pearlman University of New Orleans, USA [email protected]

Special event tourism has become an increasingly important sector of the world wide tourism industry and this research examines how attendees at a wine festival in New Orleans, USA can be segmented so that more effective marketing strategies can be developed. Data were collected by intercept surveys during the New Orleans Wine and Food Experience (NOWFE), an annual wine and food festival, resulting in 487 usable responses. Respondents were segmented into three groups based on their level of wine knowledge and data analysis showed that there were significant differences between the groups in terms of demographics (gender, income, residency); trip characteristics (primary purpose of visit, length of stay); and spending behavior. The paper discusses how these differences in the segments can be used to create better market positioning of the festival and to develop more effective marketing communications. In addition, data were collected from a smaller subsample using a wine involvement scale which was factor analyzed resulting in two factors labeled expertise and enjoyment. Further analysis showed strong significant correlations between high levels of wine knowledge and the expertise factor.

Keywords: Special event tourism; wine festivals; destination marketing


DESTINATION RE-POSITIONING: A CASE STUDY OF KOLI, FINLAND

Hesam Pakbeen Aalto University, Finland [email protected]

Branding is increasingly considered to be a vital factor in the sustainable development of different industries including tourism. Recently, destination branding is increasingly receiving much attention (Morgan et al., 2012) and tourism destinations are competing to attract more visitors by promising unique experiences. Consequently, one of the major concerns of tourism destinations consists of setting a strong brand position, which includes a “unique, credible, sustainable and valued” perception of the place (Davis, 2002). Koli in eastern Finland is a tourism destination, which benefits from strong cultural and natural values. While it has been the most visited tourism destination in early 20th century, its position has been declined over the past two decades. This paper is a preliminary attempt to develop Koli brand through design-led service approach. The service process consists of three parts. Firstly, we propose a concept for the perception of accessibility to Koli. Next concept includes the improvement of social communication that results in changing the perception of Koli by motivating non-visitors to experience the place. Finally, by emphasizing the learning potentials of Koli, we suggest a model to extend the educational network in Koli, which in turn leads to increasing the number of visitors.

Keywords: Destination branding, re-positioning, non-visitors’ perception, service design process

Abstract References: Davis, M., 2009. The fundamentals of branding. Lausanne: AVA Publishing SA. Morgan, N., Pritchard, A. and Pride, R., ed., 2012. Destination Branding. Oxford: Taylor and Francis.


GEOGRAPHY TEACHER CANDIDATES’ PERCEPTIONS OF GEOTOURISM

Hilmi Demirkaya Mustafa Sağdiç Akdeniz University, Turkey [email protected] / [email protected]

This study examines geography teacher candidates’ perceptions of geotourism. Qualitative phenomenological method of study was used to understand the geography teacher candidates’ perceptions of geotourism. Semi-structured interviews were used to report the perceptions of participants about geotourism. Interviews, were carried out with 140 volunteer geography teacher candidates at the Marmara University Faculty of Education Department of Geography in İstanbul in 2013-2014 academic year. At the evaluation stage, an inductive content analysis was carried out. To analyze the data, techer candidates’ definitions are categorized and the frequency of each category is determined.

Keywords: Geotourism, geography, teacher cadidates’ perceptions, qualitative reearch, content analysis.


DO CHANGE EFFECTS ON PERFORMANCE OUTCOME? MODERATING ROLE OF MANAGERS’ DECISIVENESS AND EMPLOYEES CO-ORDINATION

Homa Choubtarash Abardeh Eastern Mediterranean University, Turkey [email protected]

This study tries to examine the employees’ behavioral reactions toward change and subsequently its effects on turnover intention as a result of managers’ decisiveness and employees’ co-ordination. This study will also undermine employees’ satisfaction and performance in this process. This research will undertake five-star hotels in turkey serves as a study setting. Data would be collected from 380 hotels’ frontline employees. We proposed that change resulted in both positive and negative performance outcome based on moderating role of managers’ decisiveness and co-ordination among hotel’s employees. Managers’ decisiveness and employees’ co-ordination can conclude in sustainability of hotel profitably and performance.

Keywords: Change, managers’ decisiveness, co-ordination, sustainability


MARKETING STRATEGIES FOR PROMOTING INTERNATIONAL HEALTH TOURISM

Hossein Bodaghi Khajeh Noubar Negin Heidarzadeh Saman Borhani Asl Islamic Azad University,Iran Islamic Azad University, Iran University of Applied Science, Tabriz, Iran [email protected]

The present study undertakes to evaluate marketing strategies influencing health tourism in Iran. Globalization of health care issues necessitates precise management in order to satisfy requirements of health tourism. Health tourism consists of individuals or groups that travel for therapeutic purposes or climatic changes. It is a type of tourism conducted in more than 24 hours and less than a year to maintain or improve physical or mental health of an individual. Considering widespread and increasing popularity of tourism industry, and Iran’s great potential for medical treatments, new specialized medical health centers have been developed in the recent years to promote national capacity to receive travelers from Azerbaijan, Iraq and other countries. Profitability and revenues obtained by this industry makes research a priority in this field. Population of the study includes Iraqi tourists that enter the country form borders of West Azerbaijan Province to have medical treatment in Iran. 280 samples were randomly selected and interviewed. An interview of 10 open questions was designed for obtaining their reasons for travelling to Iran and weaknesses and strengths of Iran’s medical services. Also, their suggestions for improving these services were elicited. Results indicate that majority of them they travel to Iran for low prices of treatments and have relative satisfaction of services. However, they don’t like restaurants since Iranian foods don’t agree with their tastes. They also stated no dissatisfaction about being delayed in the borders, and complained about receiving no advertisement for treatment from Iranian counterpart. Finally, the following suggestions are presented for developing marketing strategies in this regard: changing social attitudes towards Iraq, which is in Iran’s neighborhood and is close to its culture and traditions; establishing advertising infrastructure in Iraq’s cities to encourage people to pursue medical treatments in Iran; conducting studies on food passions of people from Iraq and building restaurant with special staff that are familiar with their culture and traditions; facilitating easy entry and exit procedures in the customs.

Keywords: medical treatment, tourism, strategy, marketing


THE DETERMINING CHARACTERISTICS FOR INTEGRATION OF SURF PRODUCT IN THE DESTINATION SUPPLY: THE CASE OF PENICHE

Humberto Perdigão João Paulo Jorge Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

For some reason certain coastal regions call a greater number of visitors/surfers, than others. There is local knowledge on several continents in which tourism rests fundamentally on the sports/surf as product (California-USA, Bells Beach-Australia, Hossegor-France). There are conditions or characteristics justifying the reason for displacement, and that, it will be referred later on this document. In order to answer these questions, it is assumed the aim of identifying the determinant aspects and characteristics, whose contribution can mean the integration of the product in the tourist offer on a surf destination like Peniche. Since we characterize the natural and constructed features, surfing as a product and the demographics, more easily it can be to accelerate the destination construction processes. The knowledge will suit better infrastructure and complementary activities, correct asymmetries, improve management performance and territorial cohesion. It could improve internal and external communication, strengthen the global image of the destination and, optimise the technical and human resources required with a view to a balanced socio-economic development. The next step will lead to the empirical research and therefore the questionnaires and interviews were prepared and distributed custom-specifically to local surfers, companies/organizations and other resident entities. The choice of interviewees had as main criteria, on the one hand, suitable and experienced surfers, on the other, operators. With their opinions was possible to characterize the features and surfing as an integral part of the tourist offer of the emerging destination, Peniche.

Keywords: Surf, Resources, Integration, Sale, Destination Peniche.


REWARDING AND REWARD MANAGEMENT IN HOTELS: A RESEARCH ON THE FIVE STAR HOTELS IN ISTANBUL

Iş ı l Usta Derman Küçükaltan Trakya University, Turkey [email protected]

Human Resources are important component of organizations. In a global world where competition is being increase, effective and profitable employees provide to achieve the goals of organizations. Therefore employees want to supply with needs and expectations. Rewards provide them. Rewarding is one of the important means which is used to provide the abilities of employees for organizations objectives. Employees are considered as the main objectives of the reward systems to attract the right people right on time, to retain them and to motivate. Role of the reward management in organizations motivate employess and increase their dependence to hold them for organizations. In this study, first of all the notions of hotel, rewarding and reward management are presented. Then, in order to measure the effect of rewarding on employees who work in the five star hotels of Istanbul, the findings obtained by a questionnaire are displayed.

Keyword: Hotels, reward, rewarding, reward management


JOB BURNOUT IN TOURISM SECTOR (GUIDE PROFESSION)

Iveta Gruodyte Rimnatas Mikalauskas, Lithuanian Sport University, Lithuania [email protected]

Nowadays, the problem of professional burnout becomes more relevant because of the faster lifestyle, poor working conditions or employers irresponsibility. Burnout is defined as a symptom of emotional exhaustion, depersonalization, and reduced personal accomplishment at work due to work activity (Maslach, 1982). There are many research related to professional burnout in different work areas, especially those where there is a high communication between people. In tourism sector are no research of professional burnout but it is relevant problem also because, for example guides, have communicate a lot, from time to time they have to go abroad and leave their family. In their job is different kind of tourism group, some individuals have a big experience, they are visited a lot of countries and can reply to guide. Also, guides have to know a lot about a history, art, architecture, geography. It were a qualitative analysis, there were questioned three guides with at least 25 years of experience. The questionnaire was adapted by Maslach and six more criterions were made. Interview helped to find out if all criterions of professional burnout made by Maslach are right and is it enough.

Keywords: job burnout, tourism, Lithuania


THE PERCEPTION OF THE CZECH REPUBLIC ABROAD AND NEW DESTINATION COMMUNICATION STRATEGY

Jana Valentova University of Economics in Prague, Czech Republic [email protected]

After the year 2000, the Czech institutions started to perform several researches of perception of the Czech Republic abroad in the context with the Czech Republic entering the EU. The results show that perception of the Czech Republic abroad has not changed for the last 12 years. The respondents have associated the Czech Republic with the following attributes: Prague, old monuments, old places, beer, glass, Becher liqueur, communism, or political events such as: Prague Spring 1968, the Velvet Revolution in 1989, splitting of the former Czechoslovakia in 1993. Owing to the results mentioned above the NTO CzechTourism arrived at a decission to make a rebranding of the destination brand Czech Republic and change a destination communication strategy. The aim of the paper is to analyse the results mentioned above and compare them with the results of author´s own research made as a part of her PhD theses and to propose the new communication strategy of the destination.

Keywords: perception, destination, Czech Republic, CzechTourism, communication


THE MODEL OF THE SUFFICIENCY ECONOMY PHILOSOPHY APPLICATION FOR RESTAURANT BUSINESSES IN THE UPPER NORTH OF THAILAND

Jennita Laegreid Bung-on Chartrungruang Chiang Mai Rajabhat University, Thailand [email protected] / [email protected]

This paper has presented the model of the sufficiency economy philosophy application for restaurant businesses in the upper north of Thailand. The sample involved in this study included 528 restaurant businesses, the sampling was quota sampling and the random sampling method was used to collect the data. The research instrument was the questionnaire for interview. Through the factor analysis by using principal components extraction with Varimax rotation, 174 variables were reduced into 35 variables with the high reliability coefficient value (0.99). The percent of Varimax is 60.29% and the KMO is 0.92 with highest significance level (0.000). The reliability coefficient values of each five “Sufficiency Economy” business processes were 0.93 for Moderation Factor, 0.94 for Reasonableness Factor, 0.95 for Self-Immunity Factor, 0.94 for Knowledge Factor and 0.95 for Morality Factor. For the 35-variable model of each key restaurant business factor, the factor loadings were high in each factor (0.62 to 0.83). The findings will be of value to restaurant business entrepreneurs in that they are able to apply or integrate the Sufficiency Economy Philosophy into their business operations. Many recommendations are made to guide current and prospective restaurant business entrepreneurs and researchers.

Keywords: sufficiency economy philosophy application, restaurant business


THE ROLE OF HOST COUNTRY IMAGE AND MEGA-EVENT`S EXPERIENCE FOR REVISIT INTENTION: THE CASE OF POLAND

Joanna Kosmaczewska Radosław Czarnecki University School of Physical Education in Poznan, Poland University of Economy in Bydgoszcz, Poland [email protected]

Base on the survey date for EURO 2012™ visitors in Poland (N=103), the following hyphotheses are given: (H1): Host country image will positively influence the EURO 2012™ visitors` revisit intention, (H2): Mega-event experience will positively influence the EURO 2012™ visitors` revisit intention to the host country, (H3): Host country image has more positive impact on the EURO 2012™ visitors` revisit intention than mega-event experience. The results show that there is a significant and positive relationship between host country image and EURO 2012™ visitors` revisit intention and there is not significant relationship between mega-event experience and EURO 2012™ visitors` revisit intention. The results lead to conclusions that for traveling mega-events fans, the attributes of association, which is organized the mega-event may be more important than event`s experience and the host destination.

Keywords: revisit intention, mega-event, country image, EURO 2012™


THE IMPLEMENTATION OF ORGANIZATIONAL TRAINING IN A HOTEL CHAIN

João Costa Maria João Gomes Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

Nowadays, the constant emergence of new hotels and the growing competitiveness in this area demonstrate increasingly, that the training of employees as the way ahead for the success in this sector. This training is mainly provided as external training, existing gaps and even a discrepancy in the training offer. In this sense, the implementation of an internal training system, taking advantage of existing resources in the organization, their potential and their knowledge on the spot is a clever solution to follow. This was the challenge that we have set for ourselves during the traineeship in Real hotels, implement a model of internal training, using internal resources. Under this assumption, we create the initial procedures to set the system of internal training for this hotel group, as well as all the necessary documentation for their formality and evidence showing its practicability.

Keywords: Management and Hospitality, Human Resources Management, Training, Human Capital, and Competitiveness.


VALUING WILDLIFE VIEWING EXPERIENCES

John Holland Massey University, New Zealand [email protected]

Africa’s protected areas managers increasingly have to consider the tastes, experiences and expectations of visitors and how these can be incorporated into policies that contribute towards the sustainable development of national parks. In this study, we measure the satisfaction visitors derive from their encounters with wildlife in Kruger National Park, Africa. We employ of digital tracking technologies to generate detailed and extremely accurate travel data to improve our understanding of tourists’ spatio-temporal behaviour and wayfinding decision-making when they visit national parks is useful to park managers. Results from our study of consumer demand or utility for fauna and geo-physical features can contribute towards an understanding of who the customer is, what they want and what they are prepared to pay for it. To determine what consumers ‘pay’ for their sightings we use the currency of time rather than money. Demand curves for various wildlife species are derived.

Keywords: tourist satisfaction, satellite tracking, park management


THE ECONOMIC IMPACTS OF SUBCULTURES EVENTS AND THE RELATION WITH LOCAL TOURISM DEVELOPMENT: THE CASE OF STEEL WARRIORS REBELLION BARROSELAS METALFEST IN NORTHERN PORTUGAL

Jorge Cunha Coelho Fernando Miguel da Silva Lourenço Brázio Polytechnic Institute of Viana do Castelo, Portugal [email protected]

Events are an essential tool for the tourism process and their contribution is not limited to the increase in the number of visitors, thus generating income and business, they also enable a complete drive of the tourism production chain, beside helping to minimize the effects of seasonality, since they stimulate the flow of people in times of the year when the demand is usually lower. To the success of the events it becomes essential to achieve the compromise between public and private sectors, and cultural events have lately proved a very dynamic “tourism product”. Following this, festivals are a model of cultural organization, also providing an approach to the policy of local authorities or to strategic patronage options of companies, enhancing opportunities to promote prestigious images of institutions, groups and professionals, as well as the places that host them. There isn’t a common or a unique characteristic among festivals, as each of them has its own peculiarities. This study focuses precisely on a festival organized in the North of Portugal by the Heavy Metal subculture, a niche market, assessing its economic impacts and its relationship with local tourism development.

Keywords: events, festivals, economic impacts, development, subcultures.


EVENTS TOURISM: ANALYSIS AND STATE OF ART

José Antonio Folgado José Manuel Hernández Mogollón Paulo Alexandre Oliveira Duarte Universidad de Extremadura, Spain [email protected] / [email protected] / [email protected]

In recent decades, the effect of globalization in the tourism sector has provoked an increasing competitiveness between destinations, which struggle to achieve their optimal positioning. The events have become an essential part of the development of the destinations, in order to attract visitors, encourage investment, improve its image and drive the economy of the area in general. This research aims to deepen into the knowledge of this phenomenon analyzing theories and concepts related to this topic and carrying out a literature review. The conclusions of this work can extend the base of knowledge about events, its segmentation and the differences with permanent attractions of a destination or the influence that events exert over its image, being useful for both researchers and managers of destinations.

Keywords: Tourism, Events, Competitiveness, Tourism Marketing, Destination Image.


INFLUENCE OF INTERNET AS INFORMATION SOURCE VS TRADITIONAL MEDIA ON THE DEVELOPMENT OF THE CITY BRANDING

José Antonio Folgado Fernández Paulo Alexandre Oliveira Duarte José Manuel Hernández Mogollón University of Extremadura, Spain [email protected] / [email protected] / [email protected]

The importance of the Internet information sources in the formation process of image is increasingly recognized in the literature. Researches on the influence of this medium on the image, compared to traditional sources (such as television, newspapers, brochures and tourist fairs) are still scarce. The study is contextualized in the Spanish city of Plasencia adopting structural equation (SEM) as methodological analysis, based on personal structured surveys to 471 tourists. Results show a very weak contribution of the two types of information sources in the determination of the destination image, as they account for only the 4% of its variance. Nevertheless the traditional media's ability to predict the destination image is greater than that of non-traditional media. These results reinforce the view that communication may be important but not crucial for determining the destination image. These results encourage tourism managers to find new items and settings for each resource in order to optimize its use, to build a strong brand image and to support the promotion of the city, in a highly competitive environment between destinations.

Keywords: Destination image, Internet, traditional sources, PLS


THE ROLE OF COMMENTS FROM USERS IN ELECTRONIC MEDIA IN THE PURCHASE OF HOTELS: AN EMPIRICAL STUDY ON THE SPANISH MARKET

José Manuel Hernández-Mogollón Angel Herrero-Crespo Héctor San Martín-Gutiérrez University of Cantabria, Spain [email protected] / [email protected] / [email protected]

At present the application of ICT to the marketing of tourism products has been a major change in hotel marketing. In particular, the use of these tools by the users is having a strong effect in decision-making about the choice of tourist destinations and hotels. This research deepens our knowledge of the use of electronic media by tourists as one of the most powerful tools today to influence consumer behaviour. A sample of 648 Spanish tourists was surveyed in order to analyse questions about the comments of the users of social networks, webs of comments, reservation centres and hotels, and to discover its possible influence, value, or credibility.

Keywords: Social networks, Websites, hospitality, hotel marketing, viral marketing


MEDITERRANEAN DESTINATIONS AND CONTEMPORARY URBAN ATTRIBUTES: THE CASE OF THE METROPOLITAN AREA COSTA DEL SOL

José María Romero Martínez Yolanda Romero Padilla Enrique Navarro Jurado University of Granada, Spain [email protected] / [email protected] / [email protected]

The present economy produces new spaces and territories with urban attributes which in turn produce in their people new ways of living. Costa del Sol is one of the ideal urban territories produced by capitalism, and its dominant ideology neoliberalism. Hence his great vitality, even in broad global crisis. In addition, Costa del Sol is a paradigmatic example of how a ‘tourist theme park’ is being transformed –along twenty years at least-, in an urban area with more diverse and complex uses than the original mass tourism. We have called intentionally this territory ZoMeCS (spanish acronym of metropolitan area Costa del Sol). ZoMeCS is a place that creates specific lifestyles of its territory. Their territorial nature and their internal and external links make it a very modern and open urban socioecosistema linking tourism and its consequences with the current life, extended far beyond its physical environment. We present a reflection on the new urban attributes of ZoMeCS and its potential as a laboratory for experimentation and research on the environment and the contemporary population, and especially in the European Mediterranean context.

Keywords: contemporary urban attributes, overdevelopment, grouth machine, ZoMeCS, tourist destinations.


A MARKET SEGMENTATION ANALYSIS OF CRUISE PASSENGERS VISITING THE PORTS OF MONTEVIDEO AND PUNTA DEL ESTE (URUGUAY)

Juan Gabriel Brida Free University of Bolzano, Italy [email protected]

The aim of this study is to examine cruise passengers’ behaviour. Unique groups of visitors are identified, considering their characteristics, preferences and overall experience in two ports of call. Based on more than 3000 survey data collected from passengers in the ports of call of Montevideo and Punta del Este, during the third quarter of 2011 and the fourth quarter of 2012, a three-step multivariate market segment analysis is employed. First, a correspondence analysis is run to reveal the underlying factors in the data; second, based on the correspondence analysis, a hierarchical cluster investigation is performed to segment the sample into homogeneous groups; third, a decision tree is computed to characterize each group. The cluster analysis identifies distinct market segments differentiated by nationality, satisfaction, safety perception and expenditure. The findings imply several policy directions. In particular, Institutions should enhance security in the destinations to guarantee in land repeated visits; an ad hoc marketing policy may encourage revisit by young South Americans; managers should extend the ashore visiting time that is likely to produce local multiplier effects.

Keywords: cruise; customer segmentation; hierarchical cluster; classification and regression tree; policy implications.


ECONOMIC GAINS OVER TRADITIONAL VALUES: TOURISM IMPACT FROM THE VIEWPOINT OF HOST COMMUNITY

Khalizul Khalid Sultan Idris Education University, Malaysia [email protected]

One of the attractive features of tourism is the economic benefits that come with it. Many past literatures have documented how tourism significantly plays roles in contributing nation’s economic growth and bettering host community financial circumstances through job creations. Recent preposition put forward was in regard to measuring tourism impact by taking the host community perception into consideration. It is argued that if the host community’s overall life satisfaction indicates positive views in regards to tourism activities, then tourism policies and programs should be formulated to influence community’s positive perception in regard to their wellbeing. For this, the study examines tourism impact from the perspective of host community in regards to economic, environmental and social aspects. Based on a sample of 285 respondents from host community at Perhentian Island in Terengganu Malaysia, it was found that the locals positively perceived tourism activities from all three aspects. However, from observations and interviews with several prominent individuals in the community, it was found that the locals have strayed from several aspects of traditional values as a result of tourism activities. Therefore, the paper highlights on the results of host community perceptions towards tourism impact and discussed the issues of threats to traditional values.

Keyword: Tourism impact, host community perception and traditional values.


A DEVELOPMENTAL MODEL OF MARINE EDUTOURISM INDUSTRIAL ZONE TO IMPROVE THE COMMUNITY ECONOMIC RESILIENCE AT KEPULAUAN (ISLANDS) SERIBU, DKI JAKARTA, INDONESIA

Khrisnamurti Khrisnamurti State University of Jakarta, Indonesia [email protected]

The research aims to develop a model of Marine Edutourism Iindustrial Zone (Zona Industri Wisata Bahari/ZIWEB) at Kepulauan Seribu (Seribu Islands) which is located in the north shore of Indonesia capital city, Jakarta. These zones integrated in the system of mutual networks (locally integrated, globally connected). The method used in this study is mixed method. There will be two methods that will be used in the first year of the reasearch : survey to build a database and research and development (R & D) to produce a model of Marine Edutourism Industrial Zone. The result in the first year is the identification of 10 potential islands into a tourist destination of marine education tourism which are divided into three zones: (1) South Zone, consists of Onrust Island, Untung Jawa Island, Lancang Island, Tidung Island and Pari Island. (2) Central Zone consists of Pramuka Island, Panggang Island, Semak Daun Island Keramba Apung (3) North Zone, consists of Kelapa Island and Harapan Island. With the development of the three zones, it is expected to enhance the growth and expand the tourism industry in this area.It is also expected to create a multiplier effect and improve the community economic resilience. In the first year, the research focused on the development of the southern zone as the location of Marine Edutourism Industrial Zone which are Onrust Island as an archaeological park, Untung Jawa Island and Lancang Island as a model of the involvement of local government in tourism through entrepreneurship, Pari Island as the potential island for marine tourism and Tidung island as the center Marine Edutourism for the development of mangrove plantation and coral reef transplantation. The model is validate by experts by conducting limted tryouts, thereforethe model could be used in the following studies for the development of zone 2 and zone 3.

Keywords: Industrial zones, marine educational tours, community economic resilience


PROMOTING EUROPEAN COUNTRIES DESTINATION IMAGE THROUGH TWITTER

Kostas Zafiropoulos Konstantinos Antoniadis Vasiliki Vrana University of Macedonia, Greece [email protected] / [email protected] /[email protected]

Microblogs, blogs, online communities and media sharing sites have been widely adopted by travelers to search, organize, share and annotate their travel stories and experiences and by Destination Marketing Organizations (DMOs) to promote country’s image. Twitter is the most popular microblogging site with more than 554,750,000 active registered users and one of the top 10 most visited websites on the Internet. Building relationships, convenience of networking, and expanding online branding opportunities have been recorded as the perceived benefits of using Twitter. The paper records Twitter accounts of 27 European countries accounts. It also records indexes of Twitter performance and influence such as the number of followers of each account, and indexes of followers’ community involvement. An overall performance index is constructed. European countries are then ranked according to the partial and the overall performance of their relative Twitter accounts. Further, three indexes regarding actual Tourism performance for each country, are also recorded: International Tourist Arrivals 2011, International Tourism Receipts, and The Travel & Tourism Competitiveness Index 2011. Correlation coefficients between Twitter performance indexes and tourism indexes are calculated. The correlations are high and statistically significant, especially those between twitter performance and International Tourism Receipts. Correlations between Twitter performance and Tourism indexes reveals that Twitter use is in accordance with countries’ tourism performance and that Twitter, as a medium of eBusiness and eGovernment, does not fail to provide information and to promote countries’ Destination Image.

Keywords: Twitter, Destination Image, Performance


ELABORATION OF LITHUANIAN TOURIST SATISFACTION INDEX MODEL

Lina Pilelienė Viktorija Grigaliūnaitė Vytautas Magnus University, Lithuania [email protected] / [email protected]

Customer satisfaction research is one of the most popular scopes in marketing research. Generally, customer satisfaction is being determined by calculating Customer Satisfaction Index which is based on a specific model. In the world there is a variety of national and international models of customer satisfaction indexes. After calculating the index, a level of customer satisfaction with a product, organization, or a sector is determined. While calculating country’s customer satisfaction index, country-specific factors affecting its customer satisfaction have to be determined. Whereas tourism can be named as one of the most emerging areas of service sector in Lithuania, the research aims to develop Lithuanian Tourist Satisfaction Index. While developing the index, core variables (components of the index) will be determined and their impact on tourist satisfaction measured. Lithuanian Tourist Satisfaction Index is elaborated by following stages: 1. Manifest and latent variables (causes and consequences of tourist satisfaction) are determined based on the analysis of previous scientific researches; theoretical model of Tourist Satisfaction Index is elaborated; 2. Theoretical model of Tourism Satisfaction Index is being verified providing a questionnaire research with Lithuanian tourists who had visited foreign countries; 3. The impact of model’s variables on tourist satisfaction with a specific country is determined; separate Lithuanian Tourist Satisfaction Index with every particular country is calculated; 4. After generalizing Tourist Satisfaction Indexes with different countries, main variables having impact on Lithuanian tourist satisfaction are determined; general Lithuanian Tourist Satisfaction Index Model is composed.

Keywords: customer satisfaction, Lithuanian tourist, satisfaction index, tourist satisfaction.


HIKING TRAILS EVALUATION IN THE NATURAL PARK OF SERRAS DE AIRE AND CANDEEIROS

Luís Alberto Dias Carvalhinho Paulo Filipe Rosa Polytechnic Institute of Santarém, Portugal [email protected]

Introduction: The practice of hiking in Portugal and in the world is one of the outdoor activities and sport tourism that mobilizes more participants and also have more potential in terms of healthy lifestyles adoption and local sustainability. For this to become a reality, it is necessary to meet a set of requirements, supported by criteria of quality, accessibility and social responsibility (Torbidoni, 2010). Thus, this study intends to make a technical evaluation on the hiking trails of the Natural Park of Serras de Aires and Candeeiros (NPSAC), in order to contribute to the development and sustainability of this region. Methods: The sample consists of the totality (n = 16) of the hiking trails identified in the Nature-based Sports Map of NPSAC. The instrument used for data collection was the "Hiking Trails Technical Evaluation Sheet”, adapted from Carvalhinho and Rosa (2012) and validated for this purpose. Results: The results indicated the typology of the main problems in each trail, considering the following dimensions: i) Track = 26%, ii) Marking and Signposting = 45%; iii) Environmental conservation = 18%; iv) Trail security = 11%. On the other hand, it was also possible to assess the severity index of the problems identified, ranging from 2% (serious problems) and 85% (problems with simple solutions). Conclusions: The results showed the actual conditions of the NPSAC hiking trails, providing relevant information to the quality and maintenance of the same, for the management agency, for the stakeholders and general visitors.

Keywords: Hiking trails, technical evaluation, sustainability.

References: Carvalhinho, L., & Rosa, P. (2012). Avaliação de Espaços de Prática Desportiva: Contributo para a Revisão da Carta de Desporto de Natureza do PNSAC. Paper presented at the 2º Congresso da Sociedade Científica de Pedagogia do Desporto, Vila Real, Portugal.


THE INFLUENCE SCUBA DIVING ON TOURISM DESTINATION MANAGEMENT: A CASE STUDY OF THE COZUMEL ISLAND, MEXICO

Luís Cândido Soares Mota Xosé Santos Solla University of Santiago de Compostela, Spain [email protected]

The actual demand for water-related activities has taken coastal communities to develop structures, and operations for supporting tourism development. Cozumel Island receives approximately 2.8 million tourists every year, and during a period of two months was stage for profiling visitors taking part in scuba diving activities. The study distinguishes two subpopulations of divers, according to their certification level and training programs on demand. The assessment of divers has produced relevant data for tourism management, from which 47.51% were interested in participating in diving activities. The island lives from tourism activity and services, being a popular port of call for international cruise ships. Declared as one of the most popular diving grounds on the Mexican Riviera, more than 23 diving spots can be identified, and receive an average number of 818 divers and snorkelers per day. Scuba diving has strong influences on economic growth of the island, developing the local society, and therefore the National Park Cozumel Reef (PNAC) is monitoring for environmental impacts, setting the rules for any activity within the boundaries of the park.

Keywords: Tourism destination, scuba diving, marine protected areas, visitors, sustainable development


THE MARKETING AND THE COMMUNICATIONS IN HOSPITALITY: CASE STUDY OF FAMILY HOTEL AND GROUP HOTEL

Paulo Almeida Luís Pereira Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

The marketing is very important to every kind of tourist companies and it’s a tool to support management and help defining strategies for their development, with the main objective of enhancing financial results. So, the thought of marketing and communication strategy designed and structured so let’s put the company in a better position to achieve market share that allows getting the product or service to customers and the market. Marketing and communication should define a set of actions of internal and external communication that can be put in place that allow you to transmit messages in order to get to know the company, their products and services in order to cause costumers desire acquisition. To understand how it marketing and communication can play vital role in hotel units, tried to collect a range of information on the topics of tourism, hospitality, hotel management, marketing and communication, these issues we admit be crucial for our research work. To achieve the goals, was fundamental research theme books, consultation of published articles, reading theses already made on these issues, conducting interviews with the direction of family management hotel unit to collect information about how is the management hotel and a visit to the both types of hotel that were targeted by our research. After the collection and processing of all information and content that would meet the goals of our investigation, it was revealed that marketing and communication is a vehicle of great importance to the management of the hotels.

Keywords: tourism, hospitality, hotel management, marketing, communication, external communication.


TOURISM DEVELOPMENT STRATEGY OF VALLEY ALVA: ALVALAND

Manuel António Brites Salgado Polytechnic Institute of Guarda, Portugal [email protected]

The river Alva develops in the southwest slope of the Serra da Estrela Natural Park, extends from the village of Sabugueiro in Seia county to the county of Penacova, where flows into the river Mondego. It has a length of approximately 75 kilometers. The entire length of the valley Alva has a natural beauty prized by visitors, starting in the assessment of clear and fresh water of Alva, from fertile terraces that surround the river, and projecting the view of those who see the skyline in admiration of the set of mountains that flank this majestic valley. Is your enormous tourism potential that leads us to equate the sustainability of this area of low density, which has its "heart" in the region of Beira Serra. Thus, we recognize two tourism products enhancers’ development strategies at regional level: nature tourism and cultural tourism. A thorough inventory of local resources with a view to understanding the tourist potential becomes an essential step towards the definition of tourism products, which can determine the vocation and the tourist image of this region, which we called as Alvaland. These anchor products can be a lever to tourist policies and sectorial strategies, especially projecting this regional dynamic by the coordination of the efforts of the several municipalities involved. Thus, the aim is also to reflect on the relative merits of this project in the context of the Centre, in order to achieve the desired joint, particularly with projects like the Schist Villages and Historical Villages of Portugal.

Keywords: Sustainability, Tourism Products, Tourism Development, Tourism Village.


MILITARY HERITAGE AS A TOURISM PRODUCT IN LATVIA

Mara Zeltina Ilze Grospina Liepaja University, Latvia [email protected]

Latvia has a rich military heritage from the two World Wars in the 20th century - fortifications, defence batteries, fortresses, guard facilities, missile bases, airfields etc. Furthermore, interesting testimonies from the Soviet occupation period can be found. Liepaja, a city in western Latvia, located on the Baltic sea, was the western border of the former USSR. Here, even military buildings from the 19th century, when Liepaja became a military port of the Russian Empire, are preserved. There are several successful examples of realizing the potential of military tourism objects in Latvia. The most prominent ones include Radio telescope at Irbene, Bunker in Līgatne and the Karosta prison – the only military prison hotel in Europe. However, the opportunity to sustainably utilize the military heritage for creation of competitive tourism products is often missed. In this study, the terms ‘military heritage’ and ‘military tourism’ are examined. The results obtained within the scope of the Baltic Green Belt project (EU Baltic Sea Region Transnational Cooperation Programme, published by LCTA Lauku ceļotājs, 2011) on the assessment of the Latvian military heritage are analyzed. The evaluation criteria developed by the project (safety, accessibility, uniqueness, historical value, landscape value, information availability etc.) have been complemented with indicators of sustainable development and used for a detailed assessment of 13 military objects in the target territory Liepaja. Based on the obtained results, proposals for the accomplishment and sustainable management of the Liepaja military heritage as an unitary tourism product have been developed.

Keywords: Military heritage, sustainable management, military heritage tourism product


THE TOURIST GUIDE AND THE IMAGE OF TOURISM DESTINATION

Maria Abril i Sellarés University of Barcelona, Spain [email protected]

The museum guide is a variant of the overall figure of tour guide. These last years, the tourist guide has tried to become a specialist and interpreter of the Heritage, the rules of the sector and the ways to conduct a visit have also changed. To improve their profession it could be necessary to change the image people have about them. We must know that one of the images of tourist destination is the figure of the tourist guide and its approach to visitors. When in the museum world people discuss about managers, usually a lot of them think of administration, curators, restorer, Exhibition Commissioner… But usually they forget or relegate to the museum background the tourist guide, or more accurately, the museum guide. The museum guide tries to bring the visitor the necessary tools and resources for the correct interpretation of the Heritage, giving them more elements to discuss, understand and improve. But, how has this profession changed over time? Are guides limited to being merely a guide or have they changed their speech and deepened their interpretations?

Keywords: Guide. Interpretation. Image


CORPORATE ENTREPRENEURSHIP IN HOTEL FIRMS

Maria de Lurdes Santana Calisto Higher School of Tourism and Hospitality Studies, Estoril, Portugal [email protected]

The entrepreneurial behavior of firms is usually studied in high-tech environments because innovation is considered essential for high velocity environments. Research in service industries, namely low-tech, is less common. In this study, we explore how innovation is relevant for hotel firms, and describe the main differences between high entrepreneurial and low entrepreneurial hotels. Results from a survey to 15 hotels suggest the relevance of internal organizational conditions for the intrapreneurial behavior of employees. In the case of hospitality hotel firms, extra-role intrapreneurial behavior is a relevant source of innovation because of employee-client interactions. Our study also suggests relevant future streams for empirical research concerning corporate entrepreneurship in hotel firms.

Keywords: Corporate entrepreneurship, hotel intrapreneurial behavior


MYTHS BEHIND THE IMAGE OF THE HOLIDAY DESTINATIONS

María del Carmen Azpelicueta Josep Ramon Cardona Antoni Serra Cantallops University of the Islands Balearic, Spain [email protected]

The tourist promotion of the top rated holiday destinations and its international image elements show similarities: predominance of island destinations, warm or tropical climates, hospital treatment, references to light or white colour. The similarities occur even to destinations distant and different in its geography, society, culture and climate. In this work arises if there exists some cultural element that evokes these similarities. This element must have ancient and universal roots to allow similarities in different destinations and with culturally diverse issuing markets. We propose the "Lost Paradise" as a possible cultural element of evocation in the promotion of the holiday destinations. The desire to return to a paradise from which we were expelled in the beginnings of humanity is an element present in the mythologies of civilizations from different continents. The common elements of this myth in different cultures coincide with the common elements in the promotion of many holiday destinations: isolated ground (often an island), spring-like climate (neither hot nor cold), land of plenty (Paradise or garden primeval), the white color (clothing, houses, etc.), the presence of the good savage (hospital residents), etc. Therefore, many vacation destinations offer a 'Paradise Island inhabited by the Good savage" and sell the temporary return to the Lost Paradise.

Keywords: Island, Lost Paradise, Myth, Good Savage, Return.


GENERAL COMPONENTS OF THE EVOLUTION OF RESIDENTS' ATTITUDES: THE CASE OF IBIZA


In many studies on behavior of residents discussed the determinants of current attitudes, dividing them into economic, social and environmental, although the factors and the resulting behaviors vary from one case to another and these differences not due only to raised causal model. It is of interest to situate the analysis in a more general context to help you understand the results of traditional causal studies. In this generic context, you can consider that the culture, society and traditional economy determine attitudes and the tourist development in its inception, affecting the future of the tourist destination. Subsequently, the interaction between the development of tourism and residents overlaps with traditional society, determining the tourist image, residents' attitudes, the supply and demand. Therefore, we would have a global model where traditional society, the development of tourism and residents' attitudes interact and evolve with time; and, that we must distinguish between initial components such as tourism development, determined by traditional society attitudes and characteristics of tourism in that moment, and, consequential components, where attitudes depend on its historical evolution and the tourist progress. The objective of this work is to apply this global vision to the case of Ibiza, to exemplify their contributions to the analysis of tourist destinations.

Keywords: Traditional Society, Residents' Attitudes, Tourism Development, Evolution, Ibiza.


MYTHICAL REFERENCES IN THE TOURIST IMAGE: THE CASE OF IBIZA


In the image of many holiday destinations appear elements evoking the mythology of the “Lost Paradise”. The desire to return to the paradise from which we were expelled in the beginnings of humanity is an element present in many mythologies around the world. The main elements of this myth coincide with the promotional elements of many holiday destinations (isolated region, good climate, land of plenty, white color, the good savage, etc.) and many destinations sold the temporary return to a Lost Paradise inhabited by the Noble Savage. Image and tourist promotion in Ibiza shows a great similarity with this myth in many of its elements. The objective of this paper is to show the elements of the image of Ibiza that refer to the myth and how the island was adapted in some elements that did not fit with the myth, where traditional society idealized so that it fit and use the myth as a promotional image. Ibiza is a good example of how to market a tourist destination as "Lost Paradise" and the more directly competing destinations, such as Mykonos, are characterized by a similar degree of adjustment of its image to this myth.

Keywords: Ibiza, Lost Paradise, Myth, Image, Promotion


CRM: ANALYSIS AND REQUIREMENTS DEFINITION FOR THE HOTEL SECTOR

María del Carmen Azpelicueta

Augusto Díaz-Ordoñez González Josep Ramon Cardona Antoni Serra Cantallops University of the Balearic Islands, Spain [email protected]

The existence of Customer Relationship Management (CRM) capabilities in the hotel industry has been traditionally viewed as a huge and expensive effort that only big chain hotels are able to afford. On the other hand new technological advances are allowing streamlining operations by supporting a New Software Delivery Model (NSDM) in which the associated data are centrally hosted on the Cloud and Outsourcing Services can be offered as an alternative to traditional On the Premises hardware and software house-work and activities. But, before any data can be delivered and implemented by the Application Service Provider (ASP) as Software as a Service (SaaS) in the context of the small and medium hotel businesses industry, it is necessary to design and establish a Technical Framework (TF) that will allow those Small and Medium enterprises (SMEs) to access their client’s information in such a fashion that will support the rest of their CRM strategy. In order to establish this technical framework the following research paper analysis and collects the last marketing trends, opinions of experts in companies and organizations of the tourism and accommodation sector in Spain, and the last alternative technological advances existing in the market and put them to work together to design a CRM tool that will allow its practitioners to integrate all relevant and necessary knowledge from customers and their behavior and to start delivering focused, collective and individual value to them.

Keywords: CRM requirements and Technical Framework, Hotel Industry, SMEs, Cloud Computing, SaaS, Outsourcing


MARKETING: MORE THAN A CONCEPT FOR THE BALEARIC ISLANDS

María del Carmen Azpelicueta Josep Ramon Cardona Antoni Serra Cantallops University of the Balearic Islands, Spain [email protected]

This work aims to offer a view on the existence of the meaning that certain terms and concepts contribute to a territory, and, specifically we will focus on the level of the cornerstone of the economy in the Balearic Islands, its tourism. Through this Prism, one has resorted to studies, scientific journals and specific articles in the matter, as well as other reference points, bearing in mind the abundant proliferation of material existing on this subject-matter, even though it has been scarce, repetitive and very compartmentalized, when we adhere to the case of the Balearic tourism sector. Concluding, it is difficult to imagine the Balearic Islands without tourism, although the most immediate perspective is that it stops being one of the tourist destinations excellently, the time will give to us or will take the reason from us, but it is clear that for a motive or another, the luck has always been on our side and we have always gone out winning battles that we have freed, but a while ago for some little for others unnoticed and that we are in a network, which gets tangled and drags, this time, the episode is told by other words…

Keywords: the Balearic Islands, future, image, marketing, tourism


FROM MINHO TO ALGARVE: PROPOSAL TO ESTABLISH A NETWORK OF LITERARY TOURISM FOR COASTAL ZONE

Maria Mota Almeida Higher School of Tourism and Hospitality Studies, Estoril, Portugal [email protected]

This article proposes the creation of a network of literary tourism in the coastal zone. This proposal is justified, on our point of view, by the existence of abundant literature about the Portuguese coast. Furthermore, we believe that the collaborative / participatory network enriches the possibility of sharing, allowing different perspectives and approaches, by better understanding the community's local reality as well as the ease to implement actions aimed to their viability. Now, if we are working over a wider territory, we think that 'literary pilgrims', when walking along the coast, will get a broader view of our country, extending their stay by helping to reduce seasonality, contributing to the sustainability.

Keywords: Literary tourism, cultural tourism, cultural identity, networking, sustainability.


CULTURAL DIMENSIONS AND IMAGE: AN ESSAY ABOUT THE IMPACTS OF MASCULINITY AND INDIVIDUALISM ON THE INTERPRETATION OF TOURIST DESTINATIONS’ SUSTAINABILITY

Anderson Gomes de Souza Salomão Alencar de Farias Marisa P. de Brito Universidade Federal de Pernambuco NHTV University of Applied Sciences [email protected] / [email protected] / [email protected]

The phenomenon of sustainability has been discussed systematically within academy since the early 1970s. However, even though some debates have already expanded significantly the approaching possibilities on the subject, there still seems to be a lack of discussion on its relationship with the cultural characteristics of different societies. Hence, the purpose of this essay is to shed some light on the fact that the image of tourist destinations’ sustainability can vary across different group of nations whose social values show opposite levels with regard to cultural aspects such as masculinity and individualism proposed by Hofstede (1980). As suggested by the literature, both image and sustainability constructs are directly associated with cultural values (Milbrath, 1984; Mooij, 2010). In this sense, the time is ripe for in-depth discussions regarding the possible relationships among those constructs. Therefore, through a theoretical review approach this paper intends to build up reliable basis for gathering new insights that lead future studies to investigate the influences of some of the main cultural dimensions on the interpretation of tourist destinations’ sustainability.

Keywords: Sustainability; Destination Image; National Culture; Dimensions.

References Hofstede, G. (1980) Culture’s consequences: international differences in work related values. Bevery Hills: SAGE Publications. Milbrath, L. (1984) A proposed value structure for a sustainable society. The Environmentalist, 4, 113-124. Mooij, M. (2010) Global marketing and advertising: understanding cultural paradoxes. 3.ed. Thousand Oaks: SAGE Publications.


THE INFLUENCE OF BRAND SOCIAL IMAGE ON-LINE POSITIONING: A STUDY OF EMPLOYEE COMMUNICATION IN THE BALEARIC PREMIUM HOTELS

Miguel Trias Vilar Maria Antonia Garcia Sastre Margalida Alemany Hormaeche Universitat de les Illes Balears, Spain [email protected] / [email protected] / [email protected]

Social corporate responsibility (CSR) is becoming an increasingly significant component for many organizations in their strategic planning. Research has shown that their customers tend to be attracted by socially responsible behaviour. However, there has been little testing of the proposition in the hospitality industry. When other important variables that influence brand loyalty are considered, will brand social responsibility image (BSRI) play a significant role in the on-line communication strategy? This study investigates contents of existing communication and analyses how these companies communicate their social responsible positioning either through their own website or intermediaries. The purpose of the paper it to explore some working methods that managers in the hotel industry should employ when driving a course of action to enable employees to live and perform coherently the corporate and sustainable brand values through their working practices. It is also to enable their efficient transmission to their customers and indirectly promote them to society and the tourism destination specifically, both in Spain and abroad.

Keywords: Brand social image on-line positioning


EXTERNAL FACTORS INFLUENCING THE STRATEGIC DECISIONS ON SUSTAINABILITY IN THE BRAZILIAN SMALL HOTELS

Murilo de Alencar Souza Oliveira Adriana Marques Rossetto Univali, Brazil [email protected] / [email protected]

This study deals with the strategic decision in sustainability of managers hoteliers Brazilians. The objective was to identify the main external factors that influence the decision to implement environmental practices and certification toward the achievement of competitive advantages. The study was qualitative (exploratory research and field), with the use of direct observation and semi-structured interviews with managers of 15 small hotels with sustainable practices located on three tourist destinations: Armação dos Búzios (in Rio de Janeiro), Chapada Diamantina (in Bahia) and Região das Hortênsias (in Rio Grande do Sul). The results indicate that the main external forces that influenced the managers in decision making on sustainability were: the programs and public policies; pressures for competitiveness; and marketable differentiation. These forces helped in the definition of the strategic actions of protection and boost the exploitation of environmental opportunities. The managers had better conditions of choice of strategies for business continuity: obtain sustainable competitive advantages, profitability and environmental improvements.

Keywords: Strategic decision in sustainability, sustainable practices, lodging, competitive advantages


INTEGRATED MODEL OF SUSTAINABILITY AND COMPETITIVENESS FOR SMALL ACCOMMODATIONS (MISCMH) IN BRAZIL

Murilo de Alencar Souza Oliveira Adriana Marques Rossetto Univali, Brazil [email protected] / [email protected]

This article proposed an Integrated Model of Sustainability and Competitiveness for Small Accommodations (MISCMH), developed from the analysis of the strategic decision in sustainability in search of competitive advantages. The study was qualitative (exploratory research and field), with the use of direct observation and semi-structured interviews with managers hoteliers Brazilians. The research identified 61 accommodation establishments who received some recognition in sustainability (seal/certification), being 6 certified by the Brazilian Standard Recorded - NBR 15401:2006 (Lodging - System of Management of Sustainability), until September/2012. The sample of research was established by 6 certificates and nine others located on three tourist destinations: Armação dos Búzios/RJ, Chapada Diamantina/BA and Região das Hortênsias/RS. The results indicate that the main external factors of adherence to sustainability: pressures for competitiveness in tourist destinations and search for differentiation of the market. The managers have identified the organizational resources that most favored the decision in sustainability, through the resource-based view (RBV): location and building structures (physical); awareness of the owners and employee involvement (human) and construction of relationships and partnerships (organizational architecture). Positive impacts were identified in economic, environmental and social performance enterprises and under conditions of preservation and attractiveness of tourist destinations. It is concluded that the strategic decision in sustainability represents competitive advantage with respect to the economies of natural resources, the dissemination of the mark and the professionalization of management. It is suggested that greater incorporation of sustainability in the hospitality industry, in government policies and programs for certification and labelling for the Brazilian tourism.

Keywords: Strategic Decision in sustainability, certification in sustainability, lodging, General Model of Integrated Sustainability and Competitiveness for Accommodation Establishments (MISCMH)


MODERN POSSIBILITIES FOR THE SUSTAINABLE TOURISM DEVELOPMENT IN RUSSIAN NATURE PROTECTED AREAS WITH THE EXAMPLE OF LAKE BAIKAL REGION

Anastasiia Myadzelets Natalia Luzhkova Siberian Branch of Russian Academy of Science, Russia [email protected]

Recent changes of the state ecological, economical, and land policy have resulted in a new vector for protected areas (further PA) development on federal, regional and local levels. Under new conditions the emphasis is paid on tourism availability affecting original conservation goals of total nature preservation. The strategic recreational vision for federal PAs was worked out in the form of educational ecological tourism. Eight federal PAs of Lake Baikal Region have been partly or entirely included in governmental programs for tourism development as the Lake and its watershed are a perspective national tourism destination. Baikalsky Nature Reserve and "Zapovednoe Podlemorie” (a new management unit for Zabaikalsky National Park, Bargusinsky Nature Reserve) are the case study areas. Due to absence of strategic vision and necessary infrastructure in each establishment the research aim is the analysis of existing development issues resulting in solutions with the use of foreign experience. Other serious challenges as visitation fees, lack of law regulations, service renderings are been revised. For three years specialists from the US Forest Service and the V.B. Sochava Institute of Geography have been invited for experience exchanges and consultations as well as joint field research. One of decision is hiking tourism development and corresponding infrastructure constructions such as visit-centers, trails, equipped campsites, installation of information and regulation signs. This approach both solves tasks of ecotourism development in the PAs in accordance with the present-day legislation and economic conditions of Russian national parks and nature reserves, and allows preserving unique species, ecosystems, and landscapes. Keywords: protected areas, national park, nature preserve, educational tourism


HERITAGE HIT SERIES AND THE TOURIST REINTERPRETATION OF BRITISH STATELY HOMES

Norma Ferreira Valdemar Martins Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

On October 12th 1981, Brideshead Revisited premiered on ITV channel, starting a new trend in tourism. Based on Evelyn Waugh’s Brideshead Revisited, The Sacred & Profane Memories of Captain Charles Ryder (1945), the serial used Castle Howard as the setting for the plot. Given its huge success, Castle Howard became a tourist attraction, namely for film location tourists. These tourists started visiting stately homes in Britain and reinterpreting the past influenced by heritage films, creating flows that only recently have started to be considered as significant for the tourism industry. Many other heritage serials have been broadcast since then, being the 1990s a decade of great successful productions only matched by the recent and popular Downton Abbey (2010- ) which has promoted “heritage travel” in England thanks to the way it showcases the estates, gardens and history that inspired this gorgeously shot British period drama. This paper will address the way in which Castle Howard and Highclere Castle – alter-egos of Brideshead and Downton, respectively - became world famous thanks to their roles in the serials, considered by us as characters, as well as by their magnificent architecture, since they are two of the grandest private residences in Britain. Furthermore, we will underline the increase of the number of visitors to these stately homes shortly after the series aired.

Keywords: Brideshead Revisited; Downton Abbey; heritage serials; film location tourism.


THE 'DIGITAL' FUTURE OF OPERATION AND AGENCY OF TOURISM

Nuno Alexandre Abranja ISCE - Higher Institute of Educational Sciences, Portugal [email protected]

The future of traditional tourism intermediaries is based on a strong competition not just for a survival matter but also leadership, dominated by virtual organizational models with great resilience, of change and innovative interactive systems anchored in the endogenous potential of the people, territories and in the entities claiming the legitimate differences and attract visitors in a sustainable way. The huge amount of information to be organized, managed, distributed and communicated and the great influence that the internet has caused in terms of profound change in business concepts, in organizational methods and especially in the management of travel agencies and tour operators offer, implicates the study of the articulation between these companies and the online way. This work aims to obtain and evaluate the opinions of travel agencies directors on the level of IT use in business and their concerns about the future of the sector. This paper is structured by a theoretical frame composed of allusive approaches to the functioning of the traditional tourism intermediaries (tour operators and travel agencies) and an empirical component which describes the methodology that involved the application of an interview to a seven tourism intermediation companies directors, analysis and interpretation of data and our conclusions.

Keywords: Tourism, Travel Agencies, Tour Operator, Internet.


STUDY OF THE PERCEPTION OF TOURISTS IN RELATION TO THE ATTRACTIVENESS AND EFFECTIVENESS OF THE ELECTRONIC AND PRINTED CHANNELS IN THE PROMOTION OF TOURIST DESTINATIONS

Nuno Fernandes Júlia Fonseca Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

The tourism promotion channels assume to be increasingly decisive in the choice of tourist destinations. In this context, the Model of Attractiveness and Effectiveness of the Promotion Channels (MAECAP) seek to identify benefits associated with the promotion through the electronic channels (e.g., internet, social networks) as opposed to promotion based on traditional printed channels (e.g., brochure or promotional brochure). The main study hypotheses are confirmed, namely: the attractiveness of the electronic channel appears to be positively associated with perceived effectiveness of this channel; the attractiveness of the electronic channel appears to be negatively associated with perceived effectiveness of the printed channel and besides this, the attractiveness of the printed channel as a tourism promotion channel tends to associate positively with the perceived effectiveness of this channel.

Keywords: Tourism promotion, channel attractiveness, channel effectiveness.


SURF TOURISM: A CRITICAL INVESTIGATION INTO SURFING SUBCULTURE AND LIFESTYLE

Patrícia Reis João Paulo Jorge Ana Sofia Viana Polytechnic Institute of Leiria, Portugal [email protected] / [email protected] / [email protected]

The fascination with the surf exceeds the limit of its practitioners, also hitting a layer of stakeholders who consume a variety of sport related products, especially clothing, further increasing the potential market. I.e., surfing is not only a sport that involves practitioners and enthusiasts, but also gives rise to a promising business. Also, surfing is a sport steeped in spirituality and energy that seems to transcend mere sport and for many a true philosophy of life. In addition to the obvious economic boost that tourism can bring to a region, Surf tourism, because it is not a mass tourism, also contributes to the preservation of the region's natural resources and for the identity of their people because "the surf is a excellent way for visitors to contact with local people and absorb their cultures" (Greg, 2008). From the considerations above, it seems appropriate to accept the invitation of Pociello (1983) when he suggests that sport, in case the surf is studied as an integral part of the practices that constitute the lifestyles element systems. From that perspective, we find the central idea of our search intent - to recognize surfing as a sport but also as a cultural phenomenon widespread globally that brings a universe of meanings.

Keywords: surf tourism, surf lifestyle, subculture


SUSTAINABILITY OF CULTURAL TOURISM: THE SILLE SAMPLE

Ozlem Tekin Abdurrahman Dinc Necmettin Erbakan University, Turkey [email protected] / [email protected]

In the last two decades sustainability has emerged as a force in the tourism industry, offering new directions and values for public policy, and inducing the creation of the concept of sustainable tourism. In order to determine the influence in the process of creating the concept of sustainable culture tourism, the appearance, presence and meaning of the concept were studied in the context. This form consists of four sections which structure the information contained in the document in accordance with the objective of the study: 1) Initiative, 2) Treatment of The Term Sustainable Tourism, 3) The Term of Cultural Tourism, 4) Information about Sille, 5) Strategies for Developing Sustainable Cultural Tourism in Sille. The “Initiative” section contains the general features of the document. The other four sections are concerned with the details of how the concept of sustainable cultural tourism is incorporated. The section “Treatment of the term ‘sustainable tourism’” analyzes the importance of sustainable tourism. The “strategies for developing sustainable cultural tourism in Sille” section centers on how the document can be applied, affirming whether there is strategic orientation and/or specific instruments or actions in this sense. The concept of sustainable tourism development involves balanced economic, social and cultural development without endangering the environment, which enables the development of the same or higher level. There is little doubt that cultural tourism has made a major contribution to the expansion of tourism demand and supply in recent decades, and this contribution is likely to grow still further in future.

Keywords: Tourism, Sustainable Tourism, Culture Tourism, Sille, Konya


RAISING AWARENESS ON THE RELEVANCE OF THE FORMATION OF THE DESTINATION IMAGE

Paula Rama da Silva Higher School of Tourism and Hospitality Studies, Estoril, Portugal [email protected]

In ancient times, travel was motivated by the desire for exploration, discovery, and enrichment. If in the 21st century some of these stimuli are still real, the factors that influence them have definitely changed and the way in which the destination image is perceived is one of them. Modern society’s ability to travel (alongside numerous other factors) has made travel and tourism the number one industry of many countries and one where the image of the destination is essential. Tourism is, therefore, an industry in expansion both in Portugal and abroad and one where the understanding of the process of image formation will help the public institutions to decide on how to most adequately promote their destinations. This paper reflects on the different factors that influence the formation of the destination image according to a study by Baloglu, McLeary, Gartener, Young (1999) and how personal factors and the media occupy a very relevant place in helping the choice of tourists. It will also defend the case that the influence of the destination image occurs before and after experiencing the destination (Chen and Tsai 2007) by showing the relevance of personal factors such as word of mouth or final satisfaction as far as the choice of destination is concerned.

Keywords: Destination image; promotion; information sources; personal factors


EXPERIMENTAL DEVELOPMENT IN TOURISM RESEARCH: A PROPOSAL TO BRING BACK THE CREATIVE PROCESS AND CONCERNS WITH NEW PRODUCT DEVELOPMENT BACK INTO THE AREA OF TOURISM RESEARCH

Paulo Lourenço Júlio Coelho Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

In terms of the Education system, Tourism deserves lots of attention under a “professional training” perspective, understandably; the areas of Hospitality, Food and Catering, Attractions, Events, etc., all call out their needs for well trained professionals, and for business and marketing-savvy entrepreneurs. This idea agrees with current education and teaching ideologies, that promote autonomous studying and project building as mandatory skills for a higher degree student. But higher education means research, not just training. And the question is that more than a scientific research area in itself, tourism is seen as an area of application of knowledge generated under some other umbrella. Technological research, for instance, continually impacts tourism through university sponsored projects, the origins of which is the Computer Science department – not the Tourism and Hospitality Department. Meanwhile, Tourism research has followed by and large the Social Sciences paradigm, applying social research methodologies with a strong emphasis on constructed indicators, supported by qualitative and quantitative surveys, bringing some light on supply or demand characteristics, assuming a specific point of view (economics, sociology, anthropology, public policy, etc.). This article tries to propose ideas for new directions in Tourism research. We have tried to investigate the possibilities for experimental product development, for laboratory use. We believe that a tourism research group should go out of its comfort zone and try out experimental development. Partnerships should be set so that such laboratories could welcome knowledge from other areas, all under the umbrella of tourism, and work on the generation of new concepts, new products, bringing innovation to tourism research through methods and techniques already used in other scientific areas.

Keywords:tourism, tourism research, experimental development, tourism education, research group


TOURISM DEVELOPMENT AND SUSTAINABILITY IN THE BRAZILIAN NORTHEAST

Paulo Nicholas Mesquita Lobo Federal University of Ceará, Brazil [email protected]

This article aims to present and analyze how the tourism has been developed over time on the coast of Brazil’s Northeast, what were your influences and characteristics, and how they determined the form of development adopted. Thus, attempts demonstrate how this form of development eventually cause conflicts with the local population. Present the position of public policies during this process and how tourism caused impacts in the localities in which they are installed are other objectives of this article. The research focused on coastal tourism due to the hegemony of the coast as a tourist destination in the Northeast, also analyzing the traditional communities that inhabit the northeastern coast of Brazil.

Keywords: Tourism, Brazil’s Northeast, local communities, public policy.


THE CLUSTER APPROACH FOR DESTINATION COMPETITIVENESS: EVALUATION OF COMPETITIVENESS OF ANTALYA TOURISM CLUSTER

Nedim Yüzbasioglu Volkan Otamis Pelin Arsezen Otamis Pınar Çelik Ece Omuris Ali Altiner Akdeniz University, Turkey [email protected] / [email protected] / [email protected]

As known the clusters and networks are very important for sustainability and competitiveness. There is not still enough studies about role of clusters and networks in the tourism destinations that want to gain competitive advantage and maintain their advantage on a gobal scale. The aim of this paper which aiming to fulfil the this lacking in the literature is examine the competitiveness of Antalya Tourism Cluster on global scale according to basic features of the dynamics of the cluster by revealing the typology of Antalya Tourism Cluster in terms of economic sustainability. To this end, McKinsey’s Directional Policy Matrix was prepared by using interacting groups method with quantitative and qualitative data for Antalya Tourism Cluster. This paper derived from the finding of project named as "Analysing The Impact Of Network Relations Of Tourism Cluster To Perceived Performance Of Clusters On The Basis Of Systematic Model: Antalya Tourism Cluster" which is funded by The Scientific and Technological Research Council Of Turkey within the scope of The Support Program for Scientific and Technological Research Projects.

Keywords: destination competitiveness, Antalya Tourism Cluster, clusters and networks, directional policy matrix


CURRENT DEVELOPMENT OF TOURISM AND RECREATION ON BALTIC SEA COASTS: NEW DIRECTIONS AND PERSPECTIVES

Polina Lemenkova Charles University in Prague, Czech Republic [email protected]

Research work analyzes current situation and development of tourism in the region of Baltic Sea. Specific case study of this paper is Pärnu Bay, Estonia. This region is known for unique environmental settings: mild maritime climate, broad beaches, coniferous pine forests on the coastal zone and high esthetic value of the surrounding landscapes. However, after the end of USSR, Estonia survived a difficult period of re-structuring of economic and social system. This affected touristic cluster, rapidly developing in new directions. Soviet touristic areas became abandoned and re-constructed, new hotels are being actively created, intensive privatization of recreation houses is actively ongoing. Main problem in the touristic cluster in Estonia consists in its specific location on the Baltic Sea with cold climate in summer period. It causes low popularity among tourists, comparing to Mediterranean. Another problem consists in ongoing development of the country, reflected in low investments into tourism, comparing to other European countries. Therefore, the main perspective for the tourism development in Estonia includes active redirection towards eco-style sustainable tourism: camping, biking, sea side recreation, construction of summer cottages for vacations, organized tours to Natural Parks. This paper, supported by fieldwork, has analytical character reviewing current Estonian tourism dynamics. Sociopolitical effects on current tourism directions are discussed, while modern touristic system in Estonia compared to Soviet. The overview of the recreation resort places was performed in Häädemeeste municipality, Pärnu district, and resulted in series of thematic author photos. The research was performed at the University of Tartu.

Keywords: Baltic Sea region, tourism development, recreation, post-Soviet Estonia.


ENVIRONMENTAL MANAGEMENT IN THE HOSPITALITY INDUSTRY: A STUDY OF INTERNATIONAL HOTEL CHAINS IN THE COAST OF SERGIPE AND IN THE NORTHERN COAST OF BAHIA, BRAZIL

Queila Pahim da Silva Letícia Barros de Moraes Lima Federal Institute of Sergipe, Brazil [email protected]

The hosting industry in general, is not associated with images of pollution and environmental degradation; however, the impacts of water use, energy, chemical residue and waste, besides the attitude towards Brazilian coastal regions, can be significant considering the total number of enterprises, as well as the growth of the hotel industry in recent years. One of the great challenges of environmental management is to find efficient mechanisms to measure environmental preservation practices. It is understood that only from quantifiable parameters can managers be asked to use more effective strategies for improving the use of natural resources, as can adoption of new techniques for control of waste be encouraged. From this perspective, this research aims to identify environmental management practices in international network hotels in the coast of Sergipe and in the northern coast of Bahia, and thus contribute to the improvement of hotel management in the region, fostering the debate among researchers in this thematic.

Keywords: Seaside Tourism, International Hotel Chains Policy, Environmental Impacts, Environmental Management in Hotels.


EDUCATION FOR A REMODEL ACTION: AN OFFER OF THE TECHNOLOGY MANAGEMENT IN TOURISM DEGREE

Queila Pahim da Silva Letícia Barros de Moraes Lima Instituto Federal de Sergipe, Brasil [email protected]

This article intends to be a reflection on the relation enters theory x practice at the professional training of Tourism through the practical experience from the project: Micro Estágio, developed by the Federal Institute of Sergipe (IFS) that consists in technical travels as a facilitator technique as a tool in the learning process of the Tourism course at the Institution, since it causes an experience in the student besides what they studied in the classroom. Every year, one subject has been chosed to be studied. In 2012, the chosed subject was the Community Based Tourism (TBC) at the Praia do Canto Verde, Ceará, Brazil, where students experienced this type of tourism staying at the local resident homes. The study was contextualized from research papers, books and specialized articles of tourism and education, local economic development, and social and regional plans, pedagogical reports and accounts of experiences from teachers and students of the Technology Management in Tourism degree at IFS. Furthermore, the research discusses the role of disciplines based on the relationship between tourism and education, supported by: teaching, research and extension. The study revealed that the technical visits constitute practices to develop processes of action, observation, reflection, commitment and integration to realize the theory-practice in the training of the Technologist at Tourism Management.

Keywords: Technology Management in Tourism degree, Community Based Tourism, Teach Learning Process, Technical Visit.


REVERSE LOGISTICS AS SUSTAINABLE TOOL IN TOURISM INDUSTRY: SCOPE AND MOTIVATION

Radoslav Škapa Masaryk University, Czech Republic [email protected]

The paper deals with activities labelled as reverse logistics (RL). It is generally accepted that RL plays an important part in greening of companies, because the aim of RL is to retrieve value from reverse flows (such as products scraps, production waste, packaging, returned products, etc.) that would otherwise be lost. To achieve this RL supports activities like recycling, remanufacturing, or repairing to close the loop of material flows in a supply chain. Hundreds of papers were published on RL, but just tiny quantity of them focused on service industries. What is important, the largely intangible character of service products in tourism calls for modification of concepts used in RL, as majority of its concepts and models were suggested within manufacturing context. Thus, the papers’ aim is to analyse the scope of RL in tourism industry specifically. Second aim is to elaborate on motives explaining why businesses in tourism take (or don’t take) part in RL-activities. Both tasks will shed more light on the role of RL in tourism and will point out the specifics of RL in services generally. The presented findings are a part of an exploratory-descriptive research focusing on the approach of companies to RL in Czech Republic and are based on collected data for 75 firms operating in tourism and travel-related services (hotels, restaurants, travel agencies).

Keywords: Reverse logistics, reverse flows, sustainability, exploratory research


INCREASING WINTER TOURISM IN PORTUGAL

Raul Ressano Garcia Higher School of Tourism and Hospitality Studies, Estoril, Portugal [email protected]

Every year between seventy thousand and one hundred thousand Portuguese practice winter sports, mainly skiing and snowboard (Carvalho, 2006). Unfortunately most of them go abroad. Serra da Estrela is the only mountain where it is possible to practice winter sports in Portugal but it doesn’t attract many Portuguese. Problems with accessibility,(Petur,2006) inexistency of accommodation near the ski slopes (Carvalho,2006) and not enough kilometers of ski slopes(Tonge, Veronica) are some of the reasons for this lack of attraction. The aim of this paper is to demonstrate that is possible to increment the number of kilometers of ski slopes in Serra da Estrela. To provide the design of the new ski slopes we went to the mountain and marked over a thousand points in GPS. These points marked on the field provide us the information to design the new ski slopes. These new ski slopes will help Serra da Estrela to become more attractive, avoiding the need for Portuguese to go abroad to practice winter sports.


DARK TOURISM AS AN ALTERNATIVE FORM OF TOURISM EVALUATION

Regina Navickiene Lithuanian Sport University, Lithuania [email protected]

Alternative tourism – opposite to mass tourism, as an increasing number of travelers are abandoning the traditional holiday package. Dark tourism – one of alternative tourism forms, recently increased interest between travelers. Europe is becoming a land of memory, every day museums receive more history, displays of wars and disasters are expanding. Quality research shows that tourist after visiting a site of dark tourism starts to value it. During the research there were 27 evaluation criteria, such as: practical knowledge of history, solidity of people, being proud of your own country, self-analyzes, increase of self-confidence, pain, suffering, in/humanity, responsibility, memory care, sadness, desire for change, friendship, sharing, believing in future, emotional distress, hopelessness, life lesson and etc. All criteria were classified and based on them a questioner was made and a quantitative survey. The results showed, that dark tourism as an alternative branch has a great possibility to attract more tourists to the country, it also showed - it is not just emotional despair, but also it has educational effects (especially strong in the age group under 30) that is self-programming in achieving goals with the power of self-confidence. We can see the world is not only pleasant and beautiful place and it does not matter how much we try, that is why it is very important to reflect the unpleasant past, disasters which are in the heritage discourse, because that is complex heritage understanding, which allows to create new holiday packages.

Keywords: dark tourism, alternative tourism


NATURE SPORTS: UNDERSTANDING THE RELATIONSHIP BETWEEN SPORT, TOURISM, LEISURE AND NATURE

Ricardo José Espírito Santo de Melo Rui Adelino Machado Gomes University of Coimbra, Portugal [email protected] / [email protected]

The term Nature Sports (NS) represents the sport activities that are carried out in direct contact with nature. These activities are a growing phenomenon of the sport practice, and correspond to an important product of the leisure and tourism industries. In this paper we will analyze the evolution of these practices, and its social representation throughout history. Furthermore, we will explore the relationship between sport, tourism, leisure and nature, and other related concepts, which are closely related to the NS concept. These relationships are highlighted by the analysis of the data obtained from an empirical study, which allowed us to characterize the practitioners and Nature Sports organizations. The results of this study are in accordance to other data analyzed from the literature, which indicate some specific characteristics of NS: nature based; risk and adventure; tecnologization; autonomy; hedonism; (un)sportivization; combination, hybridization and diversification of practices. NS also evidence some social values such as sociability, greater gender equality, and sustainable behaviors. Finally, we will discuss the growing importance of these activities for the tourism sector, and for the sustainability of local development in the territories of the practices.

Keywords: Nature sports, sport, tourism, leisure, nature.


DEVELOPING NATURAL ASSET’S MONETARY DEPRECIATION MEASUREMENTS FOR ENVIRONMENTALLY SUSTAINABLE TOURISM BALANCE SHEET

Rosmini Ismail Sultan Idris Education University, Malaysia [email protected]

The paper is based on one of many components of an on-going research conducted at Perhentian Island, Terengganu Malaysia. The ultimate objective of the research is to construct the Environmentally Sustainable Accounting Statements (ESAS) for the Island. The ESAS, an approach which lies within the area of environmental accounting (EA) utilises several macro and micro level EA approaches along with environmental economics valuation technique called Travel Cost Method. ESAS mainly consists of Environmentally Sustainable Accounting Income Statement (ESAIS) and the Environmentally Sustainable Accounting Balance Sheet (ESABS). The central idea of ESAIS is to estimate real income, whereas ESAB illustrate the value of assets, liability and equity of a tourism site. Assets identified within the ESABS include natural capital namely beaches, rainforest, caves and other environmental assets which were utilised for tourism activities as means of gaining income. These assets were sometimes exploited to the point of exhaustion or otherwise mistreated. In order to emphasize the depreciation/deterioration condition of these assets, it was suggested that this unsustainable usage should be measured in monetary terms. Two well established approaches namely Tourism Carrying Capacity and Ecological Footprint were evaluated to be adapted into the ESAS as the natural assets depreciation method. Therefore, the focus of this paper is to discuss the suitability of employing the two approaches in depreciating the natural asset.

Keyword: Tourism Carrying Capacity, Ecological Footprint, Tourism Balance Sheet.


STUDY OF PUSH AND PULL FACTORS THAT MOTIVATE THE CHOICE OF A CITY DESTINATION: SENIOR SEGMENT

Rui Alberto de Freitas Martins Alejandro del Moral Polytechnic Institute of Leiria, Portugal University of Extremadura, Spain [email protected] / [email protected]

The growing importance of the senior segment, through the availability of leisure time and the money available, can help to mitigate the negative economic effects of seasonal cycles in demand of the tourist destinations cities. Therefore, to measure the influence of the various attributes of the city at the time of the choice and adjust the supply of tourist destinations to the needs of senior tourists, is the key to developing marketing strategies by urban managers, enabling to attract this type of segment. The study of the behaviour of senior tourists based on an empirical research carried out between 2011 and 2012, in the central-west of Portugal, with a sample of 428 people aged 55 years and over, intended to contribute to a better understanding of the main motivational Push and Pull attributes choosing a tourist destination city.

Keywords: Push-pull theory, tourist/visitor senior behaviour; city marketing, city branding


FINANCE, TOURISM AND SUSTAINABILITY

Salber Nourani Eastern Mediterranean University, Turkey [email protected]

Touristic attractions wouldn’t exist always so every destination has to worry about the life and extend of their tourism activities. Tourism consider as one of the most profitable industry for destinations nowadays. In order to protect and sustain tourism attractions, managers and professionals have to assist other sections of the industry as well such as finance. So the purpose of this study is to analyze that if Banks’ loan can increase tourism sustainability through providing financial help to recover and renew touristic attractions toward modern and green usage. Tourism activities cannot be profitable and sustainable for a long run. In order to make them sustainable, financial help can own great share in sustainability process. Northern Cyprus serves as the setting of the study via distributing questionnaires among hoteliers, managers, and professionals in tourism field.

Keywords: Finance, tourism, sustainability, destinations


THE CONTRIBUTION OF CEMETERIAL TOURISM FOR BRAND VALUE OF THE LISBON CITY WITH THE IMPLEMENTATION OF TOPICS FOR NEW TOURIST ROUTES

Sara Nunes Júlia Fragoso da Fonseca Polytechnic Institute of Leiria, Portugal [email protected]

As we know the competitiveness of destinations worldwide is increasingly high, because there are new destinations to gain more market share with respect to the global tourist flows, including destinations located in the Middle East, Africa and especially Asia destinations and the Pacific. These new destinations are withdrawing importance to American and European destinations, where Portugal is inserted. As such, it is paramount that all tourist destinations are able to attract the tourist demand and address all types of tourism exploitable, meeting with different motivations existing tourist and having a strong brand and internationally recognized. Our study falls in the theme Tourism cemeterial and how it can contribute to the growth of tourism in the city of Lisbon and to increase the value of your brand. For such are some suggested itineraries on this subject to be held in the city, which could then contribute to extend your existing tourism offer and enhance its brand, thus enhancing its competitiveness as a destination. However, it will also consider whether there are any offers within this theme implemented by the Municipality, Tourist Offices, Lisbon Tourism Association, Travel Agency and Tourism Entertainment and Business Events.

Keywords: Cemetery Tour, Tourism Cemeterial, Tourism supply, Brand Value.


THERMAL RESORTS: SIMILARITIES AND DIFFERENCES IN USERS PROFILE BETWEEN PORTUGAL AND GERMANY

Sara Raquel Gomes Narciso Paulo Nuno Maia de Sousa Nossa University of Coimbra, Portugal [email protected]

This research, in Health Tourism domain, is focus on demand and practices in thermal resorts comparing products and preferences of Portuguese and German users. Objectives: Understand the demand and operation/service of practices in thermal and spa resorts in Portugal and Germany, as well as define the profile of the thermal and spa users in both countries using a convenience sample. Methodology: Interviews with experts and surveys to users, in thermal and spa areas, between 2012/13 collected in Portugal and Germany. Results: We observed that the thermal concept is common in both countries; however we observe different functionality in the thermal resorts. When we look at the reasons of demand, we find that the German users go to the thermal resorts mainly looking for well-being practices and Portuguese users trying to improve their health status related with a specific pathology. For a significance level of 0.05 there statistical evidence for the claim that the disease (ᵡ2(1) = 31,181; p-value = 0,000), leisure (ᵡ2(1) = 15,092; p-value = 0,000), well-being are dependent on the country(ᵡ2(1) = 21,875; p-value = 0,000), this is, illness, leisure and well-being depend on the country. Conclusions: We analyzed the profile of both thermal users. They have common goals, however the profile differs in the following items: sex, age, educational qualifications, reason for demand, cost, time of permanence and therapeutic indications. The profile of spa users is common at the gender. Differs at age, educational qualifications, secondary reason of demand, cost, time of permanence and mainly used services.

Keywords: Thermalism, wellness, illness, Portugal, Germany


CORPORATE SOCIAL RESPONSIBILITY POLICIES OF TOURISM INDUSTRY ON CLIMATE CHANGE

Selda Uca Özer Bilge Çavuşgil Köse Trakya University, Turkey [email protected]/ [email protected]

In this century earth’s climate has changed quickly like no other time period it has been seen before and there has been a great role of human activities in this change which increase greenhouse gas concentrations in the atmosphere. Today, humankind face the consequences of the climate change which will affect natural systems and human life across the globe such as melting of land and sea glaciers, rising of global average sea level, replacement of climate zones, increase of extreme weather events and their intensification, drought, desertification and decrease of drinking water. Furthermore, it has been predicted that climate change will also affect social and economical systems in various ways. Climate is a principal resource for tourism, it determines the suitability of any location for a wide range of tourist activities and it is a principal drive of tourism demand within the impact on the tourists’ destination choice. Because of all these factors; tourism is identified as a climate-dependent industry and it is being considered that it will be affected by the climate change more than other economical sectors. In this paper it is aimed to find out how climate change will affect tourism industry. Also, corporate social responsibility policies of tourism industry against climate change will be examined.

Keywords: Tourism Industry, Corporate Social Responsibility, Climate Change


TOWARDS A SUSTAINABLE TOURISM COMPETITIVENESS MEASUREMENT MODEL FOR MUNICIPALITIES: BRAZILIAN EMPIRICAL EVIDENCES

Simone Alves Federal Institute of Education, Science and Technology of Rio de Janeiro, Brazil [email protected] / [email protected]

Besides giving Brazil greater foreign and domestic visibility, tourism brings huge opportunities for job and income generation nationwide. In next three years the country will host two major world sporting events: the 2014 FIFA® World Cup and the Rio 2016® Olympic and Paralympic Games. This study purpose is to contribute to tourism destinations competitiveness research, by proposing a systemic model to identify the factors which impact the Brazilian municipalities’ capability to create and integrate value-added tourism products in order to meet the needs of local communities and its visitors, also maintaining the competitive position of this destination in the domestic tourism market without diminishing the prospects of the future generations. It proposes that the available destination competitiveness models can be divided into three main model groups: i) aggregate indices; ii) conceptual and descriptive; and, iii) explanatory and predictive. Considering Brazilian municipalities as tourism destinations, six sustainable tourism competitiveness determinant factors (exogenous constructs) were formulated: Tourism Infrastructure, Information and Communication Technologies Infrastructure (ICTs), Education, Heritage and Cultural, Socioeconomic Development and Environmental Preservation. Besides, four dependent factors (endogenous constructs) related to tourism activity success are also postulated: Tourists Flow, Jobs, Wages and Revenue. All constructs were composed from secondary indicators collected from Brazilian public sources for its 5,565 municipalities taking 2010 as the base year. The theoretical model was tested by means of Structural Equation Modeling (SEM) method. The study also discusses the applicability of formative and reflective models in the context of sustainable competitiveness of destinations.

Keywords: Sustainable tourism competitiveness, structural equation modeling, formative constructs, destination competitiveness.


BOUTIQUE HOTELS AND CITY BREAK DESTINATIONS: THE CASE OF LISBON

Sofia Almeida Sérgio Miguel Pratas Guerreiro Europena University, Portugal [email protected] / [email protected]

Lisbon is perceived internationally as a glamorous and charming city, being identified as one of the “cities of the future”, according to Financial Times (2012). Boutique hotels emerged as a trend with growing popularity and importance in tourism destinations in terms of its positioning. This concept evolved from typically unique properties operated by individuals or small companies to constitute also an important source of growth for multinational companies as a way to improve market share. This article seeks to discuss the concept of boutique hotels and its importance in the development of a city break destination, focusing its analysis in the city of Lisbon. Starting from a conceptual approach which seeks to relate “city break” product with this new type of hotels, the study is complemented with the results of a survey on the directors of Lisbon’s boutique hotels in order to understand their perceptions about this phenomena, its importance to Lisbon and to know its consumer profile. It was possible to conclude that the most important criteria to be considered in a boutique hotel are the interior decoration, the architectural path and the customized service. It was also possible to discuss the role of this type of hotels in Lisbon in terms of innovation to Lisbon as a tourism destination and its viability in the context of Lisbon’s hotel industry.

Keywords: boutique hotel, city break, Lisbon


AN ETHIC CODE FOR EUROPEAN HOTELS: THE TWO SIDES OF THE COIN

Sofia Teixeira Eurico Fernanda Maria Fernandes Oliveira Hilde Hoefnagels Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

Proposing a practical implementation of the Global Code of Ethics for Tourism on the hospitality sector, this paper raises implementation issues regarding the Global Code according to different realities from six different countries. Using examples from chain hotels and family hotels from Belgium, France, Denmark, Lithuania, Portugal and Spain, it outlines best practices and key success factors considering the Europe 2020 declaration about sustainable, smart and inclusive growth. Existing literature assumes ethic codes as voluntary instruments to achieve a more sustainable tourism, providing a set of written statements corresponding to a checklist of actions that are - or not – appropriate to follow in order to achieve sustainability objectives. Empirical research has scarcely been conducted to assess the situation on the ground. The study answers this gap and combines results led by six Higher Education Institutions which directly participated in the project. Regarding best practices, chain hotels are the ones that have already a more consistent and continued work, due to their greater financial capacity, in particular in relation to the introduction of new technologies to improve their environmental efficiency. On the opposite, small family hotels choose to work in partnership with other stakeholders, as they can not afford it by themselves.

Keywords: Ethic code, hospitality sector, Europe 2020 Declaration, best practices


EMPLOYABILITY: COMPARATIVE ANALYSIS OF THE PERCEPTION OF TOURISM HIGHER EDUCATION STUDENTS AND TOURISM GRADUATES

Sofia Teixeira Eurico Fernanda Maria Fernandes Oliveira Polytechnic Institute of Leiria, Portugal [email protected]

The concept of employability plays a significant emphasis in the current context of higher education, considering the high numbers of unemployed graduates and the current socioeconomic situation of Portugal. This paper presents the findings of a study conducted considering higher education students and graduates in the field of Tourism towards the concept of employability. Results give a set of views that allows to understand the knowledge or lack of it of this dimension for individuals whose entry into the labor market is a future reality, in the case of students, or a pressing issue in the graduates situation. It also provides information on the approach to this concept as training in tourism is concerned and consequently the preparation of professionals for entering the labor market. Using the content analysis technique, and from data collected in the academic year 2011/12 and 2012/13, the results show that the concept of employability is understood by students as a synonym of jobs, serving mostly issues related to entering the labor market rather than the dynamics of the market itself. For graduates, this dimension is associated with concepts such as entrepreneurship, innovation, responsibility and experience, revealing a more comprehensive and knowledgeable of the main requirements imposed by the labor market. This study reflects on the relevance of the dimension of employability in the context of higher education, particularly from the immediate perception of its users and considering the improvement of professional qualification in the Tourism sector.

Keywords: Employability, higher education, tourism, qualitative analysis


BRANDING OF TOURISM DESTINATIONS: IMAGES AS DETERMINANT TO CONSOLIDATE THE POSITIONING OF LISBON

Susana Paulo Nuno Almeida Polytechnic Institute of Leiria, Portugal [email protected]

By the destinations competitiveness and by the changes of visitor’s consumption behavior, it is recognized the need to accept tourist destinations as a brand that is managed in a strategic perspective. Therefore, applied to create a unique and attractive image, branding is a decisive tool to identify a destination and to differentiate it from others. Being the positioning a struggle to create and maintain a distinctive place in visitor’s mind, this study differs from the generality of positioning studies that compare destinations by exploring their attributes and their recognized benefit. This investigation focuses on the image of the tourist city destinations as a determinant to consolidate its position. The choice of city tourist destinations results of their assumed importance in individuals mental representations and because the clearly importance increase of cities in the tourism industry which already have a significant role in creating tourist flows. After the literature review, the methodology adopted was based on the sample delimitation to Lisbon visitors, to measure perceptions and evaluations of tourism demand, and by applying a survey in three city zones with importance in tourism and city's identity. Then, the data was tested according to a research model based on hypotheses definition. Nothing that, as a city tourist destination, the image of Lisbon was positively perceived and although it is a city with a good position in visitor’s set of decision, the results revealed that, away from the initial convictions, the image is not decisive in the positioning of the tourist destination city.

Keywords: tourist city destinations, branding, image, positioning, competitiveness, visitors


IMPORTANCE OF A MARKETING PLAN FOR A PRODUCT OR SERVICE OF INTEREST: HOTEL FIGUEIREDO'S

Suse Silva Paulo Almeida Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

Tourism is a phenomenon that has become increasingly common in recent years, and is visible alongside a large growth in the hospitality sector. The increase in tourism demand implies the emergence of the need for expansion of the infrastructure associated with tourism and in recent decades are visible changes in the industry to meet the changing needs and desires of tourists. For this reason, the hotel has no longer only spaces intended to house people, but also multifaceted spaces to meet the needs of its customers. Given the current need for competitiveness in the hospitality business, it is essential to know the needs and expectations of customers, who are increasingly dynamic, demanding and informed. The hotel marketing approach allows sellers and buyers, allowing hotels direct distribution channels, attracting clients motivated by his offer and also make these customers return to use their products and services. So, the competitive market situation exponentially increases the importance of the marketing function to achieve the desired success of hotel activity. The marketing planning involves deciding which marketing strategies to be used for the company to achieve its strategic objectives, requiring the preparation of detailed marketing plan for each hotel. The objective of this work focuses on developing a marketing plan for a tourism product or service - Hotel Figueiredo's, focusing on the importance of this hotel project to implement a plan that will bring competitive advantages and then meet the resolution of their major problems, particularly with regard to reducing instability of the hotel and the low occupancy rates.

Keywords: Tourism, Hospitality, Hospitality Marketing, Marketing Plan


THE IMPORTANCE OF HOTELS IN THE DEVELOPMENT OF THEME PARKS

Sylvie César Paulo Almeida Polytechnic Institute of Leiria, Portugal [email protected] / [email protected]

The main theme of this report is hospitality in theme parks. Entertainment industries are getting more and more space in people’s life. The first theme park was born in the 50’s by Walt Disney in California. The internationalization started after the 80’s. TRAVIS (1987) defines theme park as an amusement commercial park of large dimension which includes several thematic presentation inside and outside , activities, amusements and animations, with also appropriated food service, shops and services for the visitors. The theme can be historic, geographic, socials, or related with future society or future industry. Modern industrial civilization focused not only in the necessity of leisure, but it has profoundly changed the sense or organization to promote the theme park. The families are the market segment destined to theme park. This people come to enjoy the day in the park and stay in nearby. PWC developed a study which confirms that the presence of a resort is an advantage for the theme park. Two projects were developed in Disney Hotels (New York and Cheyenne).

Keywords: Theme park, Disneyland Paris, Hospitality.


ASSESSING THE FACTORS AFFECTING ENTREPRENEURIAL INTENTIONS - THE CASE OF THE TOURISM DEPARTMENT STUDENTS - COLLEGE OF ARTS AND SOCIAL SCIENCES - SULTAN QABOOS UNIVERSITY

Tamer Mohamed Atef Masooma Al-Balushi Sultan Qaboos University - Sultanate of Oman [email protected]

The growing numbers of youth looking for the right opportunity to join the labour market places great responsibility on graduating education institutions, to reshape education curricula, better align and help bring closer education programs and labour market needs. The aim is to provide young people with the skills and qualifications to successfully join the local, national, and international workforce. Graduates join the labour market in either government sector or private sector, few of them head towards entrepreneurship. Entrepreneurial intention has been a vigorous field of study due to its importance to the development of any economy by means of job and career creation and consequently minimizing the heavy demand on government jobs. The study aims to assess the factors affecting entrepreneurial intentions among Tourism Department students - College of Arts and Social Sciences - Sultan Qaboos University - Sultanate of Oman, to achieve the study aim the following objectives were identified: (1) assess entrepreneurial intentions; (2) assess job preferences; (3) assess perception of education effect on entrepreneurial intentions; (4) assess entrepreneurship pull factors; (5) assess entrepreneurship push factors. A questionnaire was used to gather data and measure respondents’ perceptions with regard to the subject under investigation. The findings have shown that the respondents are considering and interested in entrepreneurship and that there are pull and push factors that to varying degrees influence and shape their entrepreneurship intentions. Respondents reported that the Tourism Department study plan provided the necessary knowledge about entrepreneurship moreover it developed their entrepreneurial skills and ability to identify business opportunities. By shifting the demand towards self-employment rather than government and private sector for employment; Entrepreneurship would reduce current and future unemployment issues.

Keywords: Labour market, government sector, private sector, entrepreneurship, entrepreneurial Intention, tourism, graduates.


DESTINATION BRAND AWARENESS OF REGION CENTER OF PORTUGAL: TOURISTS’ AND TOURISM PROFESSIONALS’ PERSPECTIVES

Teresa Aragonez Manuel Gouveia Irina Saur-Amaral IPAM Lab Aveiro – Research Unit in Marketing and Consumption @IPAM, Portugal [email protected] / [email protected] / [email protected]

Current research focuses on destination brand awareness/brand image of Region Center of Portugal. A questionnaire-based survey was applied (816 valid responses), based on random sampling at BTL 2013. The image of the Region Center of Portugal reveals key cities: Coimbra, Fátima, Aveiro and Figueira da Foz (specific city-related attributes are associated with academia, monuments, culture, religion, nature/sun&sea and food). Regional strengths are Food and Nature. Future developments include: a) implementation of a tourism observatory in the region to measure key variables for brand image consolidation; b) place marketing/branding with national positioning/differentiation based on diversity, uniqueness and quality under one umbrella brand "Center of Portugal"; c) development of methodologies/strategies to promote place brands close to tourists and regional stakeholders using social media. Practitioners could benefit from integrating these results in their business strategies, hence motivating the alignment of their strategies with DMOs, using Region's strengths to differentiate themselves.

Keywords: Destination brand awareness, Center of Portugal, destination attributes, place marketing, place brand


THE IMPORTANCE OF THE TOURIST PROFILE IN PROMOTING A TOURIST DESTINATION: THE CASE OF CARAMULO

Teresa Maria Rodrigues Fecha Paulo Jorge Santos Almeida Polytechnic Institute of Leiria, Portugal [email protected]

Determine the profile of the tourist is a very important theme in the context of research of Tourism Marketing, a time that allows you to determine what its characteristics in order to direct the actions of Marketing adapting forms of communication specific to this type of tourist. In scientific terms, this thesis aims to focus on reciprocal assistance of territorial dynamics and tourist. Featuring an interdisciplinary component to establish a link between the marketing and tourism, trying to find answers to the success of the tourist region of the Caramulo Mountains through the determination of the target audience- who frequents this destination with obvious gains at the level of the management of organizations that operate in these areas. To reach the final outcome, it was made a literature review covering topics such as tourism, the profile, tourist destination, tourism marketing and promotion, because they felt that central themes for the achievement of a work of this nature. The methodology used was based on the use of a questionnaire to the tourists who visited the Caramulo Mountains during the study period. For this purpose, the support of various entities in the region was fundamental. After the collection of data, these were organized and analyzed with the objective of responding to questions of research proposals. This study obtained interesting findings such as for example the type of market that frequents this destination belong to the category of senior and, in promotional actions developed not to be considered all the tourist potential of the region. Regarding the parameters of satisfaction, it can be assumed that the expectations of these tourists are overcome and the great majority ponders return and even advise the region.

Keywords: Tourism, Tourist, tourist promotion, Marketing


THE IMPORTANCE OF TOURISM AS A LOCAL DEVELOPMENT STRATEGY IN THE NATURAL PARKS OF PRAINHA AND GRUMARI – RIO DE JANEIRO – BRAZIL

Thiago Ferreira Pinheiro Dias Pereira State University of Rio de Janeiro, Brazil [email protected]

Observing the history of the development of different human societies it is possible to note that there isn't only one point of view concerning nature-society relations, where several are the perceptions of different cultures and people with diverse ideologies, backgrounds and social conditions. The general objective of this work was to highlight how the effective development of Tourism, more specifically Ecotourism, Sun and Beach Tourism and Cultural Tourism, in two urban Natural Parks in Rio de Janeiro – Brazil, can be interpreted as a possible local development strategy, associating nature conservation with the empowerment of local communities, as well as allowing the economic sustainability of these parks. In this sense, through literature searches, fieldworks, interviews and questionnaires, it was revealed that, despite the existing particularities, both areas face significant pressures from urban expansion, thus presenting numerous conflicts of interest, which can be minimized through participatory planning and management based on greater dialogue between the various actors involved. Concepts such as landscape, identity and community and also the landscape ecology approach were important tools used in the search for a better understanding of the issues raised. In this way, seeking actual maintenance of natural and cultural diversity in these parks, the respective existing tourism infrastructures, the main actors involved and also the barriers for increasing a sustainable tourism development were highlighted. Therefore, in order to approximate the nature-society relations, ensuring the permanence of the local community, as well as biodiversity conservation, zoning proposals and community-based tourism projects were presented.

Keywords: Nature-society relations, conflicts of interest, community-based tourism and biodiversity.


TOURIST CONSUMER BEHAVIOUR - RELATIONSHIP BETWEEN EMOTION IN LEISURE MARKETING, INVOLVEMENT AND IMAGE OF THE TOURISM DESTINATIONS ON TOURIST PURCHASE DECISION: A RESEARCH AGENDA

Vasco Ribeiro Santos Fernando Pessoa University, Portugal [email protected]

Drawing on the literature on tourism, this research agenda is specifically focused on the consumer behaviour in tourism. Emotions on leisure marketing, the involvement and the image of tourist destinations help to explain and predict the different facets of consumer behaviour in tourism decision making in leisure vacations and are explored here. Involvement is now a crucial construct in the study and research of consumer behaviour in marketing tourist and leisure. This study establishes a significant relationship between this constructs. Involvement has a high influence on consumer choices, shaping their purchasing behaviour, depending on the antecedents and consequences of involvement. The image of tourist destinations has an impact on consumer behaviour, specifically on the choices of tourists. The role of image as a key factor in destination marketing is thus confirmed. Emotional factors are particularly powerful in the formation of holiday options. Finally, the experience of buying and consumption occur at the level of behaviour. In this sense, further research could be necessary. Overall, this research advances the understanding of the travel behaviour on leisure vacations in destinations offering important managerial implications and future research. The aim of this study was to complement and advance this knowledge about the impacts on travel behaviour.

Keywords: Consumer behaviour in tourism, involvement, tourist destinations´ image, emotions in leisure marketing


GEO-TOURISM AND INTERPRETATION IN THE SULTANATE OF OMAN

Ya'qoob Salim Al Busaidi Sultan Qaboos University, Sultanate of Oman [email protected]

Across the world, Interpretation has been playing a major role in communicating the various values of geology to different groups of people. Due to the fact that geology of Oman is considered as one of the main attractive features to tourists, the tourism sector has been working on the development and promotion of some geological sites (e.g. al-Hotta cave), and trekking trails. Despite this effort, the interpretation of these sites is challenged by various issues relative to managerial and operational aspects. The paper will focus on the following:

1. Values of interpretation to geo-parks 2. Interpretation of geo-attractions in Oman, examples 3. Managerial issues in interpreting geology to visitors in Oman 4. Operational issues in interpreting geology in Oman 5. Recommendations

The research depends on field trips and published governmental documents and studies.

Keywords: geo-tourism, interpretation


ARE THE CONSOLIDATED TOURIST DESTINATIONS AND CREATIVE CAPITAL NODES CONNECTED TO GLOBAL CITIES?

Yolanda Romero Padilla Enrique Navarro Jurado Gonzalo C. Malvárez University of Málaga, Spain [email protected] / [email protected] / [email protected]

This paper proposes deepening into the current thinking on role of a creative class in well established tourist destinations. It show a new case study backed by substantial data analyses from a complex territorial setting with relevant tourist functions in the Spanish south. This work proposes the hypothesis of international tourist destinations acquiring diversity, dynamism, innovation and creativity, similar to global cities, though providing advantages due to their scale (size) and their urban or diversity functions. The main findings back that these destinations have significant flows of people, ideas and capital. After review of the literature on the creative class thesis in various socioeconomic settings, and the results from our case study it can be concluded that there is some evidence on the relationship between the creative classes and consolidated international tourist destinations. Costa del Sol in the Mediterranean south of Spain, is an example of such a dynamic urban agglomeration whose international connectivity and diversified social composition improve its capacity for creativity and entrepreneurship with respect to its immediate context. This represent a significant opportunity for future development in a scenario otherwise compromise by decline -as was predicted in the scientific debate some years ago-. The results are clearly applicable to other enclaves worldwide. This work invites reflection on the possibility of identifying new tourism peripheries types whose characterization would be qualitative rather than geographical.

Keywords: creative class, coastal tourism, urbanization process, global cities, tourism destination


CURRICULUM FOR THE EDUCATIONAL PROFILE TOURISM TECHNICIAN AND THE IMPACT OF ECONOMIC POLICY ON THE ENROLMENT OF PUPILS IN THE EDUCATIONAL PROFILE TOURISM TECHNICIAN IN SECONDARY EDUCATION IN THE REPUBLIC OF SERBIA

Zoran Knezevic Refik Secibovic Marijana Secibovic College of Tourism and Management, Konjic, Bosnia and Herzegovina [email protected]

The aim of the research is to compare the curricula for the educational profile tourism technician. The educational profile tourism technician lasts four years. The 1995/1996 school year is compared with the 2011/2012 school year. There is a total of 99 vocational schools educating tourism technicians with around 8000 pupils. This number of pupils also comprises other educational profiles related to tourism (cooks, waiters, confectioners, etc.). The curriculum for the educational profile tourism technician and other vocational profiles includes general education subjects and vocational education subjects. The number of general education subjects and vocational education subjects is the same. The total number of lessons (general education and vocational subjects) was 4677 in 1995, 4630 in 2007 and 4549 in 2012. It is necessary to revise the curriculum and adapt it to contemporary developments in tourism. Apart from the curriculum, it is interesting to analyse the data reflecting the interest pupils show for this educational profile. The data for four school years, 2004-2008, was analysed and variations in the interest for the educational profile were noted.

Keywords: curriculum, enrolment.

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