Khaldoon Nusair, Hamed Alazri, Usamah F. Alfarhan and Saeed Al-Muharrami
The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and…
Abstract
Purpose
The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.
Design/methodology/approach
Tourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.
Findings
Results from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.
Originality/value
Leaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach.
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Keywords
Hamed Mohammed Almuhrzi and Hamed Ibrahim Al-Azri
The purpose of this conference report is to provide an overview of the Second UNWTO/UNESCO World Conference on Tourism and Culture: Fostering Sustainable Development.
Abstract
Purpose
The purpose of this conference report is to provide an overview of the Second UNWTO/UNESCO World Conference on Tourism and Culture: Fostering Sustainable Development.
Design/methodology/approach
This is a conference report that provides an overview of the Second UNWTO/UNESCO World Conference on Tourism and Culture: Fostering Sustainable Development. Based on the authors’ involvement in setting the scene for the conference and their attendance, they follow a thematic content analysis procedure to extract and synthesize the most important issues and concerns being discussed during the discussions and commentaries of the conference.
Findings
The report presents an overview of the conference, the main outcomes of its sessions and the main reoccurring themes during the conference’s sessions.
Originality/value
This is the first conference report on the Second UNWTO/UNESCO World Conference on Tourism and Culture: Fostering Sustainable Development.
Khaldoon Nusair, Hamed Ibrahim Al-Azri, Usamah F. Alfarhan, Saeed Al-Muharrami and S.R. Nikhashemi
This paper aims to examine small- and medium-sized enterprises’ (SMEs) strategic capabilities in terms of their marketing and management capabilities, their sources of…
Abstract
Purpose
This paper aims to examine small- and medium-sized enterprises’ (SMEs) strategic capabilities in terms of their marketing and management capabilities, their sources of environmental uncertainty and their organizational capabilities. Additionally, to what extent the effect differs across two sectors (manufacturing and service).
Design/methodology/approach
Partial least squares structural equation modeling was used to conduct multigroup analysis for the two sectors. Data was collected from a sample of 315 Omani SMEs, 166 from manufacturing and 149 from services.
Findings
The results show that strategic capabilities have a significant positive effect on customer satisfaction. However, the effect differs between manufacturing and service SMEs; the effect is greater in service than in manufacturing SMEs. Furthermore, the effect of organizational capabilities on customer satisfaction was found to be positive. However, the effect is higher in manufacturing as the difference is statistically significant.
Originality/value
Due to the growing importance of the service and manufacturing SMEs in developing countries and their considerable involvement in economic development, it is important to understand the characteristics of the strategic capabilities in both sectors. Thus, according to the authors’ knowledge, this paper is one of the first to propose a comprehensive framework that measures collectively the direct impact of strategic capabilities, organizational capabilities and environmental uncertainties on SMEs customer satisfaction and effectiveness.
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Sangeeta Tripathi and Muna Al Shahri
The main objective of this chapter is to examine the country's internal communication environment that helps create community awareness and improve public–private tourism…
Abstract
Purpose
The main objective of this chapter is to examine the country's internal communication environment that helps create community awareness and improve public–private tourism partnerships to achieve Oman Vision 2040. This chapter also attempts to understand the efforts of the National Tourism Organization (NTO) in building community relationships and empowering them by capitalizing on available resources within the community.
Methedology
The study is based on qualitative and quantitative methods. A purposive sampling technique has been applied, and the data collection has been done through surveys and interviews from the Ministry of Heritage and Tourism, Salalah, Oman, to reach out to the findings.