nep-mkt New Economics Papers
on Marketing
Issue of 2020‒03‒16
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Social media in tourism marketing: Travellers’ attitudes and encounters By Chatzigeorgiou, Chryssoula; Christou, Evangelos
  2. Marketing issues of sustainable tourism development in Russian regions By Marina Sheresheva; Anna Polukhina; Matvey Oborin
  3. Success factors of innovations By Lucas, Sterenn; Soler, Louis-Georges; Rouvin, Etienne

  1. By: Chatzigeorgiou, Chryssoula; Christou, Evangelos
    Abstract: This paper presents a study that explores consumers’ experiences with technology-assisted service encounters by investigating the applicability of Mick and Fournier’s paradoxes of technology adoption to the social media as distribution channel in tourism scenario. In-depth interviews were conducted to explore consumers’ experiences when using social media distribution services and the results were compared to those of Mick and Fournier. The findings are similar, suggesting that when consumers adopt online technology like social media, they can simultaneously develop positive and negative attitudes. The findings of this study also suggest that the nature of some of the paradoxes experienced by consumers may depend on the industry (tourism in this study) and the technology (social media in this study) being investigated.
    Keywords: adoption of technological innovations, social media, distribution channels, consumer attitudes, tourism marketing
    JEL: L83 M31 O14
    Date: 2019–10–27
  2. By: Marina Sheresheva (MSU - Lomonosov Moscow State University); Anna Polukhina (Volga State University of Technology [Yoshkar-Ola]); Matvey Oborin (PRUE - Plekhanov Russian University of Economics [Moscow])
    Abstract: This paper aims to provide a better understanding of marketing issues relevant to sustainable tourism development. Marketing issues are of crucial importance for Russian regions with unique landscapes and many small towns with their ancient churches, original local museums, and other attractions. The main obstacle for sustainable tourism development in these regions is the lack of prominence and absence of right positioning for target audiences. For the Mari El Republic as one of the most prospective sustainable tourism destinations in Russia, ethno-tourism concept, based on preserving paganism, the traditional religion of the Mari people, can become a solid basis for positioning. The research presented in the paper will contribute to the literature on tourism marketing and sustainable regional development in emerging markets by shedding light on the Russian tourism market diversity, as well as on the uniqueness of small Russian towns and villages as attractive destinations in terms of cultural heritage, history, and ecology. It will also underline the need to understand socio-cultural specifics of tourism destinations to ensure positive impact on the prosperity of local communities that are among the most important stakeholders in destination marketing.
    Keywords: Russia,destination development,Tourism,marketing,sustainable tourism,small settlements,culture
    Date: 2020–01–30
  3. By: Lucas, Sterenn; Soler, Louis-Georges; Rouvin, Etienne
    Abstract: The French seafood sector is currently confronted with increasing competition from imported products, price fluctuations and new challenges such as environmental issues. In the face of these issues, producers may not be able to meet consumer expectations, and new products intended to boost growth in the seafood sector may not succeed. To clarify the drivers of competitiveness in the seafood sector, a greater understanding of the success factors behind seafood innovation is needed. We use an original database obtained from the merger of two databases. We combine Mintel’s Global New Products Database, which identifies new products launched in France in 2010, 2011 and 2012, with consumption data spanning 2010 to 2014 from a household panel (Kantar). The data allow us to track the quantities of 246 new products purchased in the year after their launch. We run an ordered logit model to measure the impact of product, marketing and market variables on the probability of a product becoming successful. We identify three possibilities: success, i.e., the product is still on the market one year after its launch with an increased quantity; stagnation, i.e., the product is still on the market one year after its launch with a decreased quantity; and failure, i.e., the product is no longer on the market at all a year after its launch. We also run a Cox proportional hazards model with the products’ time on the market as the dependent variable. The model estimates the time that elapses before the product disappears. The results show that three kinds of factors influence competitiveness: firm characteristics (size, specialization), market economic situation and, to a lesser extent, the marketing process.
    Keywords: Livestock Production/Industries, Marketing
    Date: 2020

This nep-mkt issue is ©2020 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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