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Sustainable Marketing and Strategy Management for Tourism

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Tourism, Culture, and Heritage".

Deadline for manuscript submissions: closed (20 September 2023) | Viewed by 21759

Special Issue Editors


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Guest Editor
1. CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Coimbra, 3045-093 Coimbra, Portugal
2. IPCA—Polytechnic Institute of Cávado and Ave, Campus do IPCA—Lugar do Aldão, Vila Frescainha (São Martinho), 4750-810 Barcelos, Portugal
Interests: tourism innovation; sustainable tourism; sustainable marketing
Special Issues, Collections and Topics in MDPI journals

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Guest Editor
1. CiTUR—Centre for Tourism Research, Development and Innovation, Polytechnic of Leiria, 2520-641 Peniche, Portugal
2. ISLA—Instituto Superior de Gestão e Administração, 2000-241 Santarém, Portugal
Interests: tourism sustainability; tourism innovation; tourism ethics; luxury hospitality
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Considering the (post-)pandemic context and considering the worldwide UNWTO 2030 Agenda for Sustainable Development and the Sustainable Development Goals, tourism is an increasingly competitive sector. Tourism is a sector strongly marked by heterogeneity in motivations and the diversity of tourist demand. Therefore, sustainable marketing and strategy management for tourism are crucial in competitive differentiation.

The main aim of the Special Issue is to bring best practices, trends, motivations, challenges, opportunities, recommendations, and case studies for professionals and academics into sustainable marketing and strategy management for tourism.

Moreover, the subject entirely relates to the journal scope, due to the fact the themes cover the major topics and concepts addressed in the journal Sustainability.

For this Special Issue, original research articles and reviews are welcome. Research areas may include (but are not limited to) the following:

  • Sustainable marketing in destination management
  • Strategic management in territories and place marketing
  • Sustainable development of segmentation and niche tourism
  • Designing sustainable and relational practices in tourism and hospitality
  • Sustainable innovation in hospitality marketing
  • Competitive differentiation and sustainability in tourism segments (e.g., food and wine tourism, religious tourism and pilgrimage, virtual tourism, ecotourism, cultural trends, health tourism, pet-friendly tourism, accessible tourism, events, visiting friends and relatives,  cross-border regions, and others)
  • Sustainable consumer behaviour in tourism and hospitality
  • Brand management, emotions, and attachment theory
  • Green marketing and corporate social responsibility

We look forward to receiving your contributions.

Prof. Dr. Bruno Barbosa Sousa
Dr. Vasco Ribeiro Santos
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • sustainable marketing
  • strategic management
  • tourism marketing
  • brand management
  • consumer behavior

Published Papers (8 papers)

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Research

13 pages, 587 KiB  
Article
Antecedents of Consumers’ Intention and Behavior to Purchase Organic Food in the Portuguese Context
by Sandra Ferreira and Olga Pereira
Sustainability 2023, 15(12), 9670; https://doi.org/10.3390/su15129670 - 16 Jun 2023
Cited by 3 | Viewed by 1949
Abstract
The demand and commercialization of organic foods is developing rapidly. However, there is an imbalance between the increasing use of these products and the limited attention of researchers to this category of products. The present study intends to evaluate the antecedents of the [...] Read more.
The demand and commercialization of organic foods is developing rapidly. However, there is an imbalance between the increasing use of these products and the limited attention of researchers to this category of products. The present study intends to evaluate the antecedents of the consumer purchase intention and behavior on organic foods, based on the Theory of Planned Behavior (TPB). To reach the research objectives, a quantitative methodology was developed. An online questionnaire was applied in organic food social network groups and Portuguese organic food stores. To test the hypothesis, structural equation modelling (SEM) was conducted. Findings revealed that environmental concern has a significantly positive effect on purchasing attitude and on purchase intention. Health consciousness has a significant and positive relationship with attitude and purchase intention, and attitude has a significant and positive relationship with purchase intention. Finally, purchase intention has a significant and positive relationship with purchase behavior. Theoretically, this study is a response to frequent requests to investigate beyond consumer intention and assess influences on actual behavior. Producers and marketing professionals may utilize our findings to develop strategies to attract the growing organic food community and encourage its purchase. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
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30 pages, 16281 KiB  
Article
Features of Nautical Tourism in Portugal—Projected Destination Image with a Sustainability Marketing Approach
by Lucília Cardoso, Eunice Lopes, Giovana Goretti Feijó de Almeida, Luís Lima Santos, Bruno Sousa, Jorge Simões and Fernando Perna
Sustainability 2023, 15(11), 8805; https://doi.org/10.3390/su15118805 - 30 May 2023
Cited by 4 | Viewed by 2115
Abstract
Nautical tourism stands out for its potential to achieve social-economic development in coastal and island destinations and as a lever for sustainable tourism. However, the lack of a clear definition of nautical tourism at the international level makes it difficult to characterize it, [...] Read more.
Nautical tourism stands out for its potential to achieve social-economic development in coastal and island destinations and as a lever for sustainable tourism. However, the lack of a clear definition of nautical tourism at the international level makes it difficult to characterize it, and the case of Portugal is no exception. In fact, despite the enormous potential of Portuguese nautical tourism, there is a lack of studies that characterize this type of tourism in the Portuguese tourism destination. This paper intends to make a first attempt to fill this gap by assessing the projected destination image of Portuguese nautical tourism with a sustainable marketing approach. In the design of the research, the content analysis methodology was applied. The data were collected from the official websites of the Portuguese legislation and the Portuguese nautical tourism players and analyzed through a theoretical model of sustainable marketing deriving from the literature review. The results provide the sustainable projected destination image of Portuguese nautical tourism and identify the main trends in the legislative framework, tourism activities, networks of players, and support infrastructures for Portuguese nautical tourism. The findings provide practical and useful insights for Portuguese nautical tourism stakeholders aiming to improve a sustainable projected destination image, as well as for researchers identifying research gaps in the nautical tourism topics. This study also provides a new methodological contribution, proposing a theoretical model of the projected destination image of nautical tourism with an approach to sustainable marketing, which can be applied to other nautical tourism destinations. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
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21 pages, 5194 KiB  
Article
Spatiotemporal Characteristics and Factors Influencing Urban Tourism Market Network in Western China: Taking Chengdu as an Example
by Chen-Hao Xue and Yong-Ping Bai
Sustainability 2023, 15(10), 8135; https://doi.org/10.3390/su15108135 - 17 May 2023
Cited by 1 | Viewed by 1354
Abstract
Urban tourism network attention is important for measuring the competitiveness of the urban tourism industry, tourism attraction, and cultural soft power. In this study, we explored the spatiotemporal patterns and factors influencing network attention in the tourist source market and discussed how tourism [...] Read more.
Urban tourism network attention is important for measuring the competitiveness of the urban tourism industry, tourism attraction, and cultural soft power. In this study, we explored the spatiotemporal patterns and factors influencing network attention in the tourist source market and discussed how tourism cities can increase network attention, thus improving the competitiveness of urban cyberspace and developing soft power. Taking Chengdu as a research case, we obtained data on its tourism network attention from 31 provinces (autonomous regions and municipalities) between 2011 and 2021. We measured the spatiotemporal characteristics of network attention using the inter-annual change index, seasonal concentration index, potential tourists’ concentration coefficient, and ESDA model and analyzed the factors affecting spatiotemporal changes in network attention using the geographic weighted regression (GWR) model. The results revealed that from 2011 to 2021, the network attention of Chengdu tourism showed an overall “M”-type fluctuation trend, with significant seasonal differences and disequilibrium and significant differences in space, signifying an overall “∩”-shaped distribution trend. This suggested a weak negative spatial correlation. Further, the number of mobile Internet users, people in higher education per 100,000 people, per capita gross domestic product, urbanization rate, and passenger throughput are important factors that affect the network attention of Chengdu tourism. Thus, these results can be used by cities in western China to optimize the network attention rating system of urban tourism, strengthen the promotion of urban image, build a sustainable city, and transform network traffic into effective economic growth. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
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17 pages, 4127 KiB  
Article
Accessibility and Tourist Satisfaction—Influencing Factors for Tourism in Dobrogea, Romania
by Alina Viorica Dumitrașcu, Camelia Teodorescu and Alexandra Cioclu
Sustainability 2023, 15(9), 7525; https://doi.org/10.3390/su15097525 - 4 May 2023
Cited by 8 | Viewed by 3395
Abstract
Dobrogea is a region in Romania that boasts a rich cultural heritage, with a significant number of historical monuments, as well as breathtaking landscapes that attract tourists. The aim of this study was to evaluate the level of accessibility for seven of the [...] Read more.
Dobrogea is a region in Romania that boasts a rich cultural heritage, with a significant number of historical monuments, as well as breathtaking landscapes that attract tourists. The aim of this study was to evaluate the level of accessibility for seven of the most popular tourist attractions in Dobrogea, which were selected on the basis of their physical, geographic, religious, and historical significance. Furthermore, the level of satisfaction among tourists who visit each attraction was also assessed. Methodologically, several working and data processing methods specific to accessibility analysis were used, and graphic materials were produced to highlight the results obtained. To analyse tourist satisfaction, the researchers conducted interviews with 718 tourists who visited the attractions between June and September of 2022. The findings of this study can provide valuable information to local communities regarding the tourism potential of the region and the accessibility of its attractions. These data can be used to identify areas where roads need to be built or rehabilitated to improve accessibility to important tourist sites. By providing easy access to Dobrogea’s many attractions and ensuring that tourists are satisfied with their experiences, the region can become a top tourist destination in Romania. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
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12 pages, 883 KiB  
Article
Wine Tourism and Sustainability Awareness: A Consumer Behavior Perspective
by Alvaro Dias, Bruno Sousa, Vasco Santos, Paulo Ramos and Arlindo Madeira
Sustainability 2023, 15(6), 5182; https://doi.org/10.3390/su15065182 - 15 Mar 2023
Cited by 6 | Viewed by 3085
Abstract
The research on tourism is constant and unending; food and wine tourism research still represents a small part inside this wider field. Wine tourism and events are critical for sustainable development of rural areas. In this context, the emotional bond between the wine [...] Read more.
The research on tourism is constant and unending; food and wine tourism research still represents a small part inside this wider field. Wine tourism and events are critical for sustainable development of rural areas. In this context, the emotional bond between the wine tourists the regions and the producers that they visit is created, not just through the wine as a product, but also through a set of hedonic features that are present in the visit and tasting experience. To reach the research objectives, a quantitative methodology was chosen. For this research a questionnaire was used and completed by wine cellar visitors and distributed to wine tourism facilities. An online questionnaire was applied in wine and wine tourism social network groups. To test the hypothesis, a structural equation modelling (SEM) was used has well as an importance–performance matrix analysis (IPMA) was also used for further exploration of the results. Results reveal that brand love and wine involvement are positively related to emotional satisfaction, evaluative satisfaction, and word-of-mouth (WOM) intention. Regarding the two dimensions of satisfaction (emotional and evaluative), only the second revealed a direct and indirect positive effect on WOM. From an interdisciplinary point of view, this paper presents insights for niche marketing (i.e., wine tourism, segmentation and brand management) and for local and sustainable development. Lastly, the research limitations and suggestions for future research are presented. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
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27 pages, 394 KiB  
Article
Persuasive Determinants in the Hotel Industry’s Newsletter Opening Rates
by Carlota Rocha Araújo, Paulo Botelho Pires, Catarina Delgado and José Duarte Santos
Sustainability 2023, 15(4), 3358; https://doi.org/10.3390/su15043358 - 12 Feb 2023
Cited by 1 | Viewed by 1252
Abstract
Email marketing plays a key role in business communications and is one of the most widely used applications by consumers. The literature review points to several determinants that, when applied, increase the open rate of newsletters. This research evaluates the impact of six [...] Read more.
Email marketing plays a key role in business communications and is one of the most widely used applications by consumers. The literature review points to several determinants that, when applied, increase the open rate of newsletters. This research evaluates the impact of six determinants of persuasion on the opening rate of a newsletter in the hotel industry. The determinants are the day of sending, the time of sending, subject line personalization, scarcity appeal, curiosity appeal, and authority figure. The chosen methodology focused on real experiments, using a high-end luxury hotel, and the respective customer database. The newsletter was sent to the subscriber list, where one part received the control and the other part received a variant with the test version. Ten A/B tests were conducted for each determinant. The results obtained were not in line with what is indicated in the literature review. Although the literature review yielded results that showed that the application of determinants increased the open rate of newsletters, this study obtained findings to the opposite and did not confirm what was prescribed by the reviewed literature. The results of the A/B tests were conclusive and revealed that the determinants did not increase the open rate of newsletters. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
14 pages, 462 KiB  
Article
Measuring Sustainable Tourism Lifestyle Entrepreneurship Orientation to Improve Tourist Experience
by Mariana Antunes, Álvaro Dias, Francisco Gonçalves, Bruno Sousa and Leandro Pereira
Sustainability 2023, 15(2), 1201; https://doi.org/10.3390/su15021201 - 9 Jan 2023
Cited by 8 | Viewed by 3168
Abstract
This study develops a four-item scale to measure the impact of a tourism lifestyle entrepreneur on the touristic experience, and seeks to understand to what extent a tourist perceives, through what is provided, that a tourism business owner, is not a “common entrepreneur”. [...] Read more.
This study develops a four-item scale to measure the impact of a tourism lifestyle entrepreneur on the touristic experience, and seeks to understand to what extent a tourist perceives, through what is provided, that a tourism business owner, is not a “common entrepreneur”. After an item generation, data was collected from two different surveys with 200 answers, and exploratory and confirmatory factorial analyses were performed to test discriminant and nomological validity. The correlation between the variables was significant at level 0.01 and the coefficients were positive. Cronbach’s Alpha was acceptable with a value of 0.736. The results complemented existing literature on this topic and allowed further research to measure the perception of tourists in regard to tourism lifestyle entrepreneurship. From an interdisciplinary perspective, this manuscript presents insights for entrepreneurial management, tourism marketing and business sustainability. At the end, the limitations of the study are presented, and lines of investigation outlined for future research. Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
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15 pages, 1076 KiB  
Article
Impact of COVID-19 Pandemic on Virtual Korean Wave Experience: Perspective on Experience Economy
by Hyejin Yoon, Catherin Song, Myunghee Ha and Chulwon Kim
Sustainability 2022, 14(22), 14806; https://doi.org/10.3390/su142214806 - 10 Nov 2022
Cited by 1 | Viewed by 3929
Abstract
This study examined the effect of four dimensions (i.e., the experience of education, entertainment, aesthetics, and escape) of the experience economy on participants’ attachment values toward tourism places in the context of the virtual Korean Wave experience during the COVID-19 pandemic. It also [...] Read more.
This study examined the effect of four dimensions (i.e., the experience of education, entertainment, aesthetics, and escape) of the experience economy on participants’ attachment values toward tourism places in the context of the virtual Korean Wave experience during the COVID-19 pandemic. It also tested the relationship between attachment values and continuous immersion intention in virtual reality. An online survey was conducted on Asian people who experienced the Korean Wave culture, and 387 questionnaires were completed. Statistical analyses were used to establish the relationship between experiences, satisfaction, and continuous immersion intention comprising descriptive analysis, explanatory factor analyses, and multiple regression analysis. The result showed that the virtual Korean Wave (entertainment, educational, aesthetic, and escapism experience) significantly impacted participants’ attachment values. The meaningful virtual experiences would provide new insights into enhancing participants’ attachment to tourist places. There is little research examining the cultural experience and the attachment values of online users within the experience economy, despite the emergence and continuation of the novel coronavirus, which has led to many challenges in social, economic, technological, and medical systems’ lifestyles Full article
(This article belongs to the Special Issue Sustainable Marketing and Strategy Management for Tourism)
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