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Article
Publication date: 17 July 2020

Rhulia Nukhu and Sapna Singh

Hyderabad City today is a blend of metro and heritage causing much dilemma to what it offers the visitors. A mixture of the “Nawabi – the good old days city” and “information…

481

Abstract

Purpose

Hyderabad City today is a blend of metro and heritage causing much dilemma to what it offers the visitors. A mixture of the “Nawabi – the good old days city” and “information technology hub – a new metropolitan city,” has changed the perception of the city. This has blurred the vision of positioning the city. The purpose of this paper is to analyze the existing city image and the execution of a clear brand message in the face of ambiguous essence of the place.

Design/methodology/approach

The exploratory case study was divided into two parts. In the first stage of the study, an in-depth interview was conducted on tour operators, hotels and hospitality managers, tourists and residents. In the second stage of the study, the review text was scrapped from TripAdvisor. Further text collocate, linked analysis and word trees were done on reviews of Hyderabad city using Voyant tools to find the core attributes of the city image.

Findings

The finding indicates that the city branding is diluted with a blended essence of heritage and metropolis, making the positioning of the city ambiguous. Moreover, the findings reveal that the blend of the two dichotomous characteristics of the city can study out through the implementation of the dual branding and story narration of the city.

Research limitations/implications

The study is no short of limitations, as it is a case-based, subjectivity is inevitable, the selection of the respondents for the interviews was on convenience-based. The number of interviewees for the study is limited thus cannot be generalized. In addition, another limitation of the study is that only few reviews on Hyderabad city were found on TripAdvisor not enough to sustain more elaborated results and, as the reviews were basically from tourists, further there may be some elimination of other important aspects of the city. Text analysis has its own limitation such as it cannot track sarcasm or identify the spelling errors or synonymous. Despite the limitations, the study attempts to shed some light on the city’s needs to rebranding.

Practical implications

One of the important contributions of the study is its implications, for tour operators and policymakers. For the former, the need to communicate and position the brand and develop a strategy that bridges the gap between heritage image and metropolis. In addition, for the later, for setting the national urban policies that conserve the heritage sites and improvise the management.

Social implications

To conserve the culture, tradition and heritage sites in the impetus of the city’s phenomenal urbanization and development.

Originality/value

City as a brand is complex, the present research brings out the complexity based on the essence of the city bridging the gap through an insightful approach. Expanding the body of knowledge, at the same time providing insightful implications for destination stakeholders such as managers, policymakers and destination management organizations.

Details

International Journal of Tourism Cities, vol. 6 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

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Article
Publication date: 6 April 2023

Rhulia Nukhu and Sapna Singh

The study seeks to analyze the influence of sensory experience on perceived environmental sustainability and word-of-mouth (WOM) of tourists and residents. The study also tests…

431

Abstract

Purpose

The study seeks to analyze the influence of sensory experience on perceived environmental sustainability and word-of-mouth (WOM) of tourists and residents. The study also tests the moderation effect of satisfaction on the relationship between perceived environmental sustainability and WOM.

Design/methodology/approach

The study was conducted in Sikkim, a state in the northeastern part of India, which is regarded as the world's first organic state. The study was done in two phases. In the first phase, the data were collected from the tourists. And in the second phase, data were collected from the residents. A structured questionnaire was distributed to 700 tourists and residents in Sikkim. Out of these only 484 responses were considered for the study. Multivariate analyses were done using SPSS software and packages like Process Macro, and Amos to test the hypotheses.

Findings

The findings of the study indicated that sensory experience significantly influences perceived environmental sustainability and WOM. The study model fit with GFI = 0.955, CFI = 0.946 NFI = 0.929 and RMSEA = 0.07. The findings also indicate that satisfaction moderates the relation between sensory experience and word-of-mouth with a p value = 0.018.

Research limitations/implications

The study was conducted in Sikkim and it used a convenience sampling method. Therefore, the study cannot be generalized.

Practical implications

An emphasis on building an organic brand image can positively impact the local community. A study of this kind will encourage the community to work toward sustainable development.

Originality/value

The study is unique as it explores the evaluation of destination environmental sustainability. And it is one of the first to test the impact of satisfaction in the relationship between the independent and dependent variables in the context of the tourism experience.

Details

Journal of Hospitality and Tourism Insights, vol. 7 no. 1
Type: Research Article
ISSN: 2514-9792

Keywords

Available. Content available
Article
Publication date: 13 September 2020

Jithendran Kokkranikal, Alastair M. Morrison and Vanessa Gowreesunkar

512

Abstract

Details

International Journal of Tourism Cities, vol. 6 no. 3
Type: Research Article
ISSN: 2056-5607

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