Appropriate target market selection and classification are complex, time-consuming, and strategically important management decisions. The current study proposes and implements a…
Abstract
Purpose
Appropriate target market selection and classification are complex, time-consuming, and strategically important management decisions. The current study proposes and implements a new systematic approach that evaluates and ranks alternative markets’ potential to increase the export volume of Turkey’s fig exports.
Design/methodology/approach
The classification approach of potential market alternatives (CAPMA) method, which was developed to evaluate, compare, and classify alternative markets according to their potential, was used in this study. CAPMA, an objective decision-making technique, is based on calculating the classification coefficient and classifying the alternatives into four dimensions, taking this coefficient into consideration. In the current study, 25 alternative markets were analysed on the basis of four evaluation criteria and classified into four dimensions according to their potential to increase export volume.
Findings
According to the application results, alternative markets with the greatest potential to increase export volume were identified as the United States of America (USA), Netherlands, China, and Spain. The USA has the greatest potential for expansion of export volume. By implementing correct and effective marketing strategies, fig export volume has the potential to reach very high levels.
Originality/value
The study’s results on alternative markets for fig exports were categorized, countries with greater potential to increase export volume were identified, and findings that could contribute to the development of the sector were obtained. The approach proposed in the current research can be used to determine the target market of many other products, especially agricultural products, whose production is concentrated within a specific geography.
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The aim of the proposed classification approach of potential market alternatives (CAPMA) is to provide exporting countries with a framework for identifying potential market…
Abstract
Purpose
The aim of the proposed classification approach of potential market alternatives (CAPMA) is to provide exporting countries with a framework for identifying potential market opportunities for their products or services.
Design/methodology/approach
In today's global market conditions, with competition increasing daily, companies, businesses and states must seek new markets at the national and international level. Target market selection is a strategic process that directly affects the success of an organization and can lead to important results in the short and long term. The process requires systematic research and digitization of data to analyse target markets.
Findings
The study tested the proposed approach by analysing Turkey's potential markets for hazelnut exports and identifying new target markets. A significant part of Turkey's hazelnut exporting is confined to the European geography of Turkey, the leading country in hazelnut production and export. Twenty potential markets were evaluated on the basis of 11 criteria, and feasible alternatives were categorized into four classes. The study revealed that the USA, India, the United Kingdom and Japan were in the category of markets with the greatest potential for increasing exports (Dimension 1).
Originality/value
This study has developed a novel approach that allows the comparison of the current market situation with potential market outcomes and creates an accurate classification of target markets.
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The purpose of this study is to develop a useful, effective and comprehensive approach to facilitate the evaluation of hotel websites.
Abstract
Purpose
The purpose of this study is to develop a useful, effective and comprehensive approach to facilitate the evaluation of hotel websites.
Design/methodology/approach
The paper examines the literature evaluating e-commerce sites, particularly that is focused on hotel, tourism and travel. Moreover, 5 criteria and 19 sub-criteria are identified, and a two-step method is proposed for the assessment of hotel websites whereby the global weights of the proposed criteria are determined by the fuzzy analytic hierarchy process, and hotel websites are ranked through the fuzzy technique for order preference by similarity to ideal situation.
Findings
The results show that the leading criteria to effectively evaluate hotel websites are trust and information quality and that the most important sub-criteria are special discounts, assurance and reservation information.
Practical implications
This research offers practical advice to increase understanding of the determinants of an effective hotel website so that appropriate strategies can be developed to convert a website visitor into a customer.
Originality/value
The study aims to contribute to businesses operating in the tourism sector which seeks to increase the effectiveness of their websites by identifying criteria and proposing a methodology for hotel website evaluation.
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Erdem Baydeni̇z, Turgut Türkoğlu and Nurullah Kart
This study examines the psychological factors that directly influence individuals’ intentions to book or arrange reservations through resort hotel websites within the context of…
Abstract
Purpose
This study examines the psychological factors that directly influence individuals’ intentions to book or arrange reservations through resort hotel websites within the context of the Unified Theory of Acceptance and Use of Technology (UTAUT). Specifically, this study focused on identifying and understanding the key drivers of online purchase intentions, including performance expectancy, effort expectancy, social influence and facilitating conditions within the UTAUT model.
Design/methodology/approach
This study used the UTAUT as a theoretical framework. A quantitative research approach was adopted and data were collected through surveys using a five-point Likert scale. The sample consisted of 270 participants, selected through purposive sampling. Data analysis was performed using Smart PLS software.
Findings
The results indicate that performance and effort expectancy significantly influence online purchase intentions. However, social influence did not significantly affect online purchase intention. By contrast, facilitating conditions significantly and positively influence online purchase intention.
Practical implications
These findings have practical implications for hotel managers and marketers. Emphasizing performance, effort expectations and facilitating conditions can improve customer perceptions of website usefulness and directly increase their intention to book. The limited impact of social influence suggests the need to focus less on social recommendations or endorsements in online marketing efforts and prioritize individual factors and objective information.
Originality/value
This study contributes to the field of technology and tourism by examining the psychological factors that directly influence users’ intention to purchase from resort hotel websites. This extends the understanding of online purchase intentions in the context of resort tourism and highlights the importance of facilitating conditions. This study also partially confirms the applicability of the UTAUT model in this domain and provides insights for future research on online purchase intentions in resort tourism.
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Ismail Celik, Muhterem Dindar and Hanni Muukkonen
This study aims to explore Twitter posts of Turkish government agencies and the public under a specific hashtag, #NotHolidayButDistanceEducation, specifically related to online…
Abstract
Purpose
This study aims to explore Twitter posts of Turkish government agencies and the public under a specific hashtag, #NotHolidayButDistanceEducation, specifically related to online distance education during the Covid-19 pandemic.
Design/methodology/approach
This study used a thematic analysis on 22,547 original tweets posted by 6,970 users during the first month of online distance education in Turkish K-12 schools. Based on like and retweet counts, the study further explored the extent of stakeholders’ engagement with the observed themes.
Findings
The findings showed that government agencies and citizens used Twitter to provide technical and psychological support, appreciate and motivate stakeholders, demonstrate sample distance education activities, share information and offer suggestions about the ongoing online distance education. It was also observed that the hashtag has been used for expressing negative views about online distance education and for political purposes. A positive relationship was found between social media engagement and providing technical support or sharing information for online distance education.
Practical implications
This study highlights the role of social media in providing practical and emotional support to education stakeholders in times of crisis. Thus, governments can use social media to provide evidence-based psychological and physical health support to their citizens during a pandemic. Social media can serve to improve education practices in schools through the interactions between the public and policymakers.
Originality/value
To the best of the authors’ knowledge, this study can be considered unique because it demonstrates the civic use of social media for educational crisis management. This study highlights the influence of social media in educational policy and practice development in the contemporary era.