行銷硏究 : Marketing research

On behalf of Mr. Koichiro Matsuura, Director-General of UNESCO, it is my great pleasure to welcome you all to this international scientific conference. Drylands are often considered fragile ecosystems, yet they have a remarkable resilience to stress. They are home to unique and well-adapted plant and animal species that we need to conserve. Some of the world’s greatest cultures and belief systems have originated in drylands. On the other hand, desertification and land degradation in drylands often result in poverty and cause environmental refugees to abandon their homes. These problems can only be addressed in a holistic manner, based on sound scientific research and findings. Solutions to the problems of dryland degradation need to be communicated as widely as possible through education at all levels. These are many reasons why UNESCO – within its mandate of science, education, culture and communication – took the intiative to organize this conference. And we are glad that so many partners have responded to our call. UNESCO considers this conference as its main contribution to the observance of the International Year of Deserts and Desertification in 2006. We have deliberately chosen the title ‘The Future of Drylands’ as we feel it is time to redefine our priorities for science, education and governance in the drylands based on 50 years of scientific research in arid and semi-arid zones. In fact UNESCO has one of the longest traditions, within the UN system, of addressing dryland problems from an interdisciplinary, scientific point of view. In 1955, the ‘International Arid Land Meetings’ were held in Socorro, New Mexico (USA). They were organized by the American Association for the Advancement of Science (AAAS), sponsored by UNESCO and supported by the Rockefeller Foundation. One important output of the International Arid Land Meetings was a book entitled The Future of Drylands, edited by Gilbert F. White and published in

United Nations Educational, Scientific and Cultural Organization (UNESCO)

Destination image as a mediator between perceived risks and revisit intention: A case of post-disaster Japan

Although consumer behaviour is one of the most researched areas in the field of tourism, few extensive reviews of the body of knowledge in this area exist. This review article examines what we argue are the key concepts, external influences and opportune research contexts in contemporary tourism consumer behaviour research. Using a narrative review, we examine the consumer behaviour literature published in three major tourism journals from 2000 to 2012. Of 519 articles identified and reviewed, 191 are included in this article. We examine the development of and scope for future research on nine key concepts, including decision making, values, motivations, self-concept and personality, expectations, attitudes, perceptions satisfaction, trust and loyalty. We then examine three important external influences on tourism behaviour, technology, Generation Y and the rise in concern over ethical consumption. Lastly, we identify and discuss five research contexts that represent major areas for future scholarship: group and joint decision making, under-researched segments, cross-cultural issues in emerging markets, emotions and consumer misbehaviour. Our examination of key research gaps is concluded by arguing that the hedonic and affective aspects of consumer behaviour research in tourism must be brought to bear on the wider consumer behaviour and marketing literature.

https://www.tandfonline.com/doi/pdf/10.1080/13683500.2013.850064

Consumer behaviour in tourism: Concepts, influences and opportunities

Purpose – In an environment in which there has been a reduction in consumer trust of both organizations and advertising, as well as a decrease in television advertising, word of mouth (WOM) offers a way to obtain a significant competitive advantage. WOM is especially important in the hospitality and tourism industry, whose intangible products are difficult to evaluate prior to their consumption. When WOM becomes digital, the large‐scale, anonymous, ephemeral nature of the Internet induces new ways of capturing, analyzing, interpreting, and managing the influence that one consumer may have on another. The purpose of this paper is to investigate the impact of electronic WOM (eWOM) on a tourism destination choice, using the theory of planned behaviour (TPB). Further, an effort was employed to determine the effect of past travel experience on using eWOM and TPB constructs.Design/methodology/approach – A structural equation modeling procedure was applied to the examination of the influences of eWOM on attitude...

The impact of electronic word of mouth on a tourism destination choice

Risk, uncertainty and the theory of planned behavior: A tourism example

A correspondence analysis technique was employed to elicit information from international students pertaining to their choice of study destination. A survey of international students at a major Australian university revealed that the proximity of the city to the students' home countries, in addition to safety, the educational quality/variety, etc. were the main reason for choosing this city for their study. Other reasons for choice included cost of living and tuition fees. A correspondence analysis (CA) data analysis technique was employed resulting in a two-dimension solution on a safety/proximity and quality/familiarity continuum was considered acceptable. The two-dimension solution with a significant chi-square (χ2) value accounted for 93% of the total variance explained. Results were discussed and future research directions were indicated.

Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis.

Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries

Purpose – The purpose of this paper is to examine how university students' satisfaction with perceived attractiveness, quality, value, and low risk impact on their revisit intentions (RVI) to a holiday destination.Design/methodology/approach – A ten minute pen and paper questionnaire was distributed to undergraduate and postgraduate students in a large Western Australia university through a non‐probability, convenience sampling approach. In total, 228 useable responses were collected, achieving a 60 per cent response rate.Findings – The empirical results from the structural model suggest that satisfaction (SAT) with the attractiveness, quality, and value provided by the destination positively influenced RVI. Perceived risk did not have the predicted effects on SAT and RVI.Research limitations/implications – Convenience sampling method restricts the representativeness of results across all university students. Future studies can examine the influences of culture, national and multiculturism on RVI of touri...

Factors influencing tourists' revisit intentions

While studies in and out of tourism contexts have explored risk and/or uncertainty avoidance's impact on information search, few have clarified whether the two constructs impact differentially on information search. To examine this issue, data were collected from large online panels in Australia, China and Japan. The risk and uncertainty avoidance scales were reliable, had convergent and discriminant validity and were invariant across the three country samples. As expected, uncertainty avoidance was positively related to the extent of information search in all three country samples, whereas risk avoidance was not. This suggests that the constructs are distinct and may impact at different stages of decision-making. Copyright © 2009 John Wiley & Sons, Ltd.

Vanessa Quintal

Papers

Risk, uncertainty and the theory of planned behavior: A tourism example

Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis.

Incorporating the winescape into the theory of planned behaviour: Examining ‘new world’ wineries

Factors influencing tourists' revisit intentions

Tourists' information search: the differential impact of risk and uncertainty avoidance.