Objectives | Since the 1980’s, the international community has shown an increasing concern about ... more Objectives | Since the 1980’s, the international community has shown an increasing concern about the negative effects produced by an uncontrolled development of tourism, and for this reason, the concept of sustainable development has also been extended to tourism. Although sustainability should be defined according to three dimensions – environmental, socio-cultural and economic –, there is usually a strong focus on environmental impacts only. Instead, it is also important to pay attention to the sociocultural and economic effects on the local community at large, which contribute to generate positive dynamics in terms of growth, resident’s wellbeing and cultural enrichment. All three dimensions – the triple bottom line – should be taken into consideration by tourism companies who want to adopt a responsible approach and develop sustainable tourism activities and therefore by the reporting systems that assess their responsibility. These systems play a significant role in promoting re...
It is now generally acknowledged the need of collecting information on the expenditure behaviour ... more It is now generally acknowledged the need of collecting information on the expenditure behaviour of inbound tourists, which is crucial for estimating the macro-economic impact of tourism in an area (open or closed) in terms of GDP, employment and balance of payments. The survey on inbound tourist expenditure in the Veneto region here described represents the first step towards the development of a Regional Tourism Information System, useful not only for researchers but also for all public and private operators involved in tourism management, marketing and planning. The paper describes objectives, methodology and organisation of this survey, by providing the analytical framework for the systematic collection of data on characteristics and consumption behaviour of inbound tourists.Danas je opće poznata potreba za prikupljanjem informacija o potrošnji stranih turista, što je ključno za ocjenjivanje makroekonomskog utjecaja turizma na GDP, zaposlenost i bilancu plaćanja u jednom područj...
... 18 From" Predatory" to" Experience" Tourism: Estimating Tourist Fruition ... more ... 18 From" Predatory" to" Experience" Tourism: Estimating Tourist Fruition for a Greenway Maria Carla Furlan Sahrina Meneghello Valeria Minghetti INTRODUCTION ... It is not sim-ply a movement from one point to another but an alternative way of experiencing towns and the ...
Reputation is an essential component of destination competitiveness. The analysis of UGC (“explic... more Reputation is an essential component of destination competitiveness. The analysis of UGC (“explicit” popularity) and of the engagement generated by these comments (“implicit” popularity”) is usually conducted separately. Monitoring the online performance of a destination require a more comprehensive approach, which combines the capacity to attract tourists’ reviews and to enhance potential visitors’ engagement. The paper presents a prototype of an integrated monitoring system, PlaceRank, aimed at analyzing both explicit and implicit reputation. Built on the database of the PaesiOnLine tourist community, the system transforms qualitative information into quantitative indices and map destinations according to the combined intensity they take on a three-level scale. A preliminary test with a set of popular European cities confirms the validity of the methodology, showing the cities that are highly appreciated and/or whose reviews are shared by many people and, viceversa, those that are...
This chapter firstly discusses the main implications of the analysis of reporting systems for res... more This chapter firstly discusses the main implications of the analysis of reporting systems for responsible tourism and CSR. In particular, it provides tour operators with detailed information on every available scheme and its performance/benefits in order to stimulate their adoption and to support more informed decisions about the system that best responds to their specificities and requirements. The study also enables students and researchers to build or enhance their knowledge about the characteristics and development of the main reporting initiatives available in Europe and to assess the potential of the AHP model for this kind of study. In the second part, future research directions are debated: the opportunity to analyse other reporting systems, developed in other world regions or addressed to other tourism companies (not only to tour operators); the adoption of other criteria for comparing and evaluating systems; the integration of reporting programs with demand-side assessment tools, such as online user-generated contents.
This chapter proposes a set of business case-studies showing how reporting systems can be success... more This chapter proposes a set of business case-studies showing how reporting systems can be successfully adopted and awarded by tour operators. The experiences of three different tour operators have been summarised (the German ae the ATR system of ATT and the Travelife Sustainability System, respectively. Since these tour operators differ in terms of size, supply specialisation, target market, etc., the case studies allow readers to see how every company has developed its responsible path, the policies and actions they have implemented (in favour of the environment, the host community, the local economic growth, the employees) and their projects for the future.
This chapter proposes a detailed overview of reporting systems for assessing tourism business res... more This chapter proposes a detailed overview of reporting systems for assessing tourism business responsibility, in terms of compliance with responsible tourism values or CSR principles. The analysis focuses, in particular, on programs that have been mainly developed and applied in Europe and addressed to tour operators. The analysis includes eight reporting systems: the Responsible Tourism Standards of the Italian AITR; the system of the French ATES; the Enterprise Indicator for Responsible Tourism of the Spanish QUIDAMTUR; the CSR Reporting Standards of the German KATE and TourCert; the ATR system of the French ATT; the Tour Operators’ Sector Supplement of the international initiatives TOI and GRI; the system of the English Responsibletravel.com and the Travelife Sustainability System of the European initiative Travelife. The main characteristics of every system have been described (objectives, approaches, standards and indicators, auditing procedure) and a final comparison has been developed in order to identify main commonalities and differences. In addition, the main issues related to these programs have been identified and discussed: the difficulties met by small- and medium-sized enterprises in implementing them; the different attention paid to the triple bottom line dimensions; the inactivity of some systems versus the great consensus reached by other programs.
Information and Communication Technologies in Tourism 2000, 2000
The educational mandate of museums is being transformed as marketing strategies play an increasin... more The educational mandate of museums is being transformed as marketing strategies play an increasingly crucial role in promoting cultural products. The electronic management of contents, reference communities and distribution channels represents a challenge for cultural institutions that wish to gain a competitive advantage on the global market. This paper outlines the competitive responses that can be adopted by on-line museums, discusses the re-engineering of their role on the tourism market and proposes a prototype of a multimedia portal aimed at creating valuable synergies between cultural and tourist services.
... strategic training/education projects coher-ently with local tourism and economic policies is... more ... strategic training/education projects coher-ently with local tourism and economic policies is of crucial importance for desti-nation competitiveness and its ... understanding of the destination as a system of actors and actions, the development of a new branding approach, accurate ...
Introduction.- Responsible Tourism.- Corporate Social Responsibility in the Tourism Industry.- In... more Introduction.- Responsible Tourism.- Corporate Social Responsibility in the Tourism Industry.- Introduction to Reporting Systems.- The Analysis of European Reporting Systems for Responsible Tourism and CSR.- Business Case Studies.- Assessing the Effectiveness of Reporting Systems: Why and How.- Discussion and Future Research.- Conclusion.
Objectives | Since the 1980’s, the international community has shown an increasing concern about ... more Objectives | Since the 1980’s, the international community has shown an increasing concern about the negative effects produced by an uncontrolled development of tourism, and for this reason, the concept of sustainable development has also been extended to tourism. Although sustainability should be defined according to three dimensions – environmental, socio-cultural and economic –, there is usually a strong focus on environmental impacts only. Instead, it is also important to pay attention to the sociocultural and economic effects on the local community at large, which contribute to generate positive dynamics in terms of growth, resident’s wellbeing and cultural enrichment. All three dimensions – the triple bottom line – should be taken into consideration by tourism companies who want to adopt a responsible approach and develop sustainable tourism activities and therefore by the reporting systems that assess their responsibility. These systems play a significant role in promoting re...
It is now generally acknowledged the need of collecting information on the expenditure behaviour ... more It is now generally acknowledged the need of collecting information on the expenditure behaviour of inbound tourists, which is crucial for estimating the macro-economic impact of tourism in an area (open or closed) in terms of GDP, employment and balance of payments. The survey on inbound tourist expenditure in the Veneto region here described represents the first step towards the development of a Regional Tourism Information System, useful not only for researchers but also for all public and private operators involved in tourism management, marketing and planning. The paper describes objectives, methodology and organisation of this survey, by providing the analytical framework for the systematic collection of data on characteristics and consumption behaviour of inbound tourists.Danas je opće poznata potreba za prikupljanjem informacija o potrošnji stranih turista, što je ključno za ocjenjivanje makroekonomskog utjecaja turizma na GDP, zaposlenost i bilancu plaćanja u jednom područj...
... 18 From" Predatory" to" Experience" Tourism: Estimating Tourist Fruition ... more ... 18 From" Predatory" to" Experience" Tourism: Estimating Tourist Fruition for a Greenway Maria Carla Furlan Sahrina Meneghello Valeria Minghetti INTRODUCTION ... It is not sim-ply a movement from one point to another but an alternative way of experiencing towns and the ...
Reputation is an essential component of destination competitiveness. The analysis of UGC (“explic... more Reputation is an essential component of destination competitiveness. The analysis of UGC (“explicit” popularity) and of the engagement generated by these comments (“implicit” popularity”) is usually conducted separately. Monitoring the online performance of a destination require a more comprehensive approach, which combines the capacity to attract tourists’ reviews and to enhance potential visitors’ engagement. The paper presents a prototype of an integrated monitoring system, PlaceRank, aimed at analyzing both explicit and implicit reputation. Built on the database of the PaesiOnLine tourist community, the system transforms qualitative information into quantitative indices and map destinations according to the combined intensity they take on a three-level scale. A preliminary test with a set of popular European cities confirms the validity of the methodology, showing the cities that are highly appreciated and/or whose reviews are shared by many people and, viceversa, those that are...
This chapter firstly discusses the main implications of the analysis of reporting systems for res... more This chapter firstly discusses the main implications of the analysis of reporting systems for responsible tourism and CSR. In particular, it provides tour operators with detailed information on every available scheme and its performance/benefits in order to stimulate their adoption and to support more informed decisions about the system that best responds to their specificities and requirements. The study also enables students and researchers to build or enhance their knowledge about the characteristics and development of the main reporting initiatives available in Europe and to assess the potential of the AHP model for this kind of study. In the second part, future research directions are debated: the opportunity to analyse other reporting systems, developed in other world regions or addressed to other tourism companies (not only to tour operators); the adoption of other criteria for comparing and evaluating systems; the integration of reporting programs with demand-side assessment tools, such as online user-generated contents.
This chapter proposes a set of business case-studies showing how reporting systems can be success... more This chapter proposes a set of business case-studies showing how reporting systems can be successfully adopted and awarded by tour operators. The experiences of three different tour operators have been summarised (the German ae the ATR system of ATT and the Travelife Sustainability System, respectively. Since these tour operators differ in terms of size, supply specialisation, target market, etc., the case studies allow readers to see how every company has developed its responsible path, the policies and actions they have implemented (in favour of the environment, the host community, the local economic growth, the employees) and their projects for the future.
This chapter proposes a detailed overview of reporting systems for assessing tourism business res... more This chapter proposes a detailed overview of reporting systems for assessing tourism business responsibility, in terms of compliance with responsible tourism values or CSR principles. The analysis focuses, in particular, on programs that have been mainly developed and applied in Europe and addressed to tour operators. The analysis includes eight reporting systems: the Responsible Tourism Standards of the Italian AITR; the system of the French ATES; the Enterprise Indicator for Responsible Tourism of the Spanish QUIDAMTUR; the CSR Reporting Standards of the German KATE and TourCert; the ATR system of the French ATT; the Tour Operators’ Sector Supplement of the international initiatives TOI and GRI; the system of the English Responsibletravel.com and the Travelife Sustainability System of the European initiative Travelife. The main characteristics of every system have been described (objectives, approaches, standards and indicators, auditing procedure) and a final comparison has been developed in order to identify main commonalities and differences. In addition, the main issues related to these programs have been identified and discussed: the difficulties met by small- and medium-sized enterprises in implementing them; the different attention paid to the triple bottom line dimensions; the inactivity of some systems versus the great consensus reached by other programs.
Information and Communication Technologies in Tourism 2000, 2000
The educational mandate of museums is being transformed as marketing strategies play an increasin... more The educational mandate of museums is being transformed as marketing strategies play an increasingly crucial role in promoting cultural products. The electronic management of contents, reference communities and distribution channels represents a challenge for cultural institutions that wish to gain a competitive advantage on the global market. This paper outlines the competitive responses that can be adopted by on-line museums, discusses the re-engineering of their role on the tourism market and proposes a prototype of a multimedia portal aimed at creating valuable synergies between cultural and tourist services.
... strategic training/education projects coher-ently with local tourism and economic policies is... more ... strategic training/education projects coher-ently with local tourism and economic policies is of crucial importance for desti-nation competitiveness and its ... understanding of the destination as a system of actors and actions, the development of a new branding approach, accurate ...
Introduction.- Responsible Tourism.- Corporate Social Responsibility in the Tourism Industry.- In... more Introduction.- Responsible Tourism.- Corporate Social Responsibility in the Tourism Industry.- Introduction to Reporting Systems.- The Analysis of European Reporting Systems for Responsible Tourism and CSR.- Business Case Studies.- Assessing the Effectiveness of Reporting Systems: Why and How.- Discussion and Future Research.- Conclusion.
Websites are an essential communication and distribution tool for tourist businesses, and monitor... more Websites are an essential communication and distribution tool for tourist businesses, and monitoring their performances and improving their layout and usability is a key activity. So far, the tools available to monitor the website performance and make decisions about it are based on web analytics and trial-error tests, while the design is based on a mashing of aesthetic choices, web analytics data, the web agency experience, and tests based on observing and surveying the users. At the same time, the web marketing studies point out how ICT and mobile technologies are influencing the tourists’ decision making process, and the findings of neurosciences highlight the role of unconscious or semi-conscious mechanisms linked to the reptile brain in the decision making process, thus substantiating some limitations of conventional marketing tools in fully evaluating consumers’ motivations. Those findings and some of the technologies used by medicine and neuroscience have being integrated into marketing studies, creating a new field called neuromarketing, that is gaining popularity among professionals and academics, but has still rare application to the travel&tourism industry and to the design of websites, and of tourist business websites in particular. This paper aims at illustrating how neuromarketing methodologies, and the related measurement and sensor technologies, can support, on the scientific side, our understanding of e-tourists’ decision making processes, and, on the operational side, a website design that enhances the user experience and thus the website performance (higher revenue and conversion rate, reduction of the bounce rate, etc.). It does so focusing on the users’ reactions to the images presented in the homepage of hotel website , and particularly on the role of images portraying people versus the ones representing landscapes or the hotel interiors, by using various tools such as eye-tracker, EEG based BCI, audio commentaries and post task questionnaires. T
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Papers by Valeria Minghetti
At the same time, the web marketing studies point out how ICT and mobile technologies are influencing the tourists’ decision making process, and the findings of neurosciences highlight the role of unconscious or semi-conscious mechanisms linked to the reptile brain in the decision making process, thus substantiating some limitations of conventional marketing tools in fully evaluating consumers’ motivations. Those findings and some of the technologies used by medicine and neuroscience have being integrated into marketing studies, creating a new field called neuromarketing, that is gaining popularity among professionals and academics, but has still rare application to the travel&tourism industry and to the design of websites, and of tourist business websites in particular.
This paper aims at illustrating how neuromarketing methodologies, and the related measurement and sensor technologies, can support, on the scientific side, our understanding of e-tourists’ decision making processes, and, on the operational side, a website design that enhances the user experience and thus the website performance (higher revenue and conversion rate, reduction of the bounce rate, etc.).
It does so focusing on the users’ reactions to the images presented in the homepage of hotel website , and particularly on the role of images portraying people versus the ones representing landscapes or the hotel interiors, by using various tools such as eye-tracker, EEG based BCI, audio commentaries and post task questionnaires. T