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The tourism sector has continued to be one of the most affected business units in 2020 in connection with a global pandemic. Numerous regions and tourist destinations, tourist hotspots and accommodations have been subjected to serious changes with a substantial economic impact. Thereby, the question arises as to whether the capacity to respond to customers' needs through functional digital engagement strategies is efficient for supporting a recovery and sustainable development of the tourism industry. This article comments on and provides a critical analysis of the recent online strategies related to content marketing applied to the tourism sector due to a global pandemic and the need to implement a different attitude towards tourismoriented projects. The article proposes some examples of efficient policies that fit in with changes in the world tourism market.
Margarida Pocinho; Nataliya G.S. Vieira; Celso Pereira Nunes; Florin Nechita. SUSTAINABLE CUSTOMER DIGITAL ENGAGEMENT STRATEGIES FOR THE TOURISM RECOVERY PERSPECTIVE. SERIES V - ECONOMIC SCIENCES 2021, 14(63), 51 -62.
AMA StyleMargarida Pocinho, Nataliya G.S. Vieira, Celso Pereira Nunes, Florin Nechita. SUSTAINABLE CUSTOMER DIGITAL ENGAGEMENT STRATEGIES FOR THE TOURISM RECOVERY PERSPECTIVE. SERIES V - ECONOMIC SCIENCES. 2021; 14(63) (1):51-62.
Chicago/Turabian StyleMargarida Pocinho; Nataliya G.S. Vieira; Celso Pereira Nunes; Florin Nechita. 2021. "SUSTAINABLE CUSTOMER DIGITAL ENGAGEMENT STRATEGIES FOR THE TOURISM RECOVERY PERSPECTIVE." SERIES V - ECONOMIC SCIENCES 14(63), no. 1: 51-62.
This paper is particularly focused on film-induced tourism investigation as well as its cultural promotion and cultural change effect that impact on both the tourist destinations and the tourist demands. The case studies include the famous Transylvania, Romania as well as the two comparative destinations in Southeast Asia namely Bali in Indonesia, and Penang in Malaysia. Although tourism planners have limited control over the content of the films produced in the respective destinations and how the destinations are being portrayed in films, it is reflected in our studies that, the imaginary, visual representations of the destinations, albeit negative or distorted from their original identities, are still useful and viable to promote the tourist destinations. The three discussion cases form up the stratification of multiple stages in terms of implementing film-induced tourism strategies to promote their destinations, spanning from one of the oldest film-induced tourist destinations Transylvania, to an over decade-long film-induced destination Ubud in Bali, to a sprouting film-induced destination George Town in Penang. Such a stratification of three comparable destinations leads to both the vertical and horizontal evaluation of the effectiveness of film-induced tourism strategies. Hence, a methodology of multiple-case study with mixed-methods characterised by a set of differing qualitative research approaches will be adopted to the three distinctive destinations, respectively. Emerging markets require new techniques and strategies of marketing, especially in the unsettled post-COVID-19 era. Findings may be useful to destination managers in planning an effective destination image strategy in order to achieve the most sustainable positive impacts and aligning the films’ image of the destination with the desired image and the potential audience reach.
Yong Liu; Wei Chin; Florin Nechita; Adina Candrea. Framing Film-Induced Tourism into a Sustainable Perspective from Romania, Indonesia and Malaysia. Sustainability 2020, 12, 9910 .
AMA StyleYong Liu, Wei Chin, Florin Nechita, Adina Candrea. Framing Film-Induced Tourism into a Sustainable Perspective from Romania, Indonesia and Malaysia. Sustainability. 2020; 12 (23):9910.
Chicago/Turabian StyleYong Liu; Wei Chin; Florin Nechita; Adina Candrea. 2020. "Framing Film-Induced Tourism into a Sustainable Perspective from Romania, Indonesia and Malaysia." Sustainability 12, no. 23: 9910.
The aim of this paper is to demonstrate how museums use Augmented Reality (AR) to enhance communication services with their audiences and attract new ones. Still, there is no definite answer to how young audiences perceive the educational effects of experiencing this augmented space of communication as an immersive medium. This study is based on a survey of 400 students after they visited an AR technology-enhanced exhibition held by a local history museum. Two stimulus–response marketing scale metrics, widely used to assess TV commercials, were adapted for AR experiences and validated. The mediation analysis revealed an intervening emotional mechanism, in which the multisensory AR experience has educational effects through entertainment and empathy. An improved stimulus–response empirical model is proposed, in which AR technologies, as environmental multisensory stimuli, produce cognitive responses through emotional immersion. The findings have significance in improving how museums encode their message using AR technologies as a secondary communication medium with young audiences. This study could help museum professionals and application developers to find AR implementation solutions as service tools to enhancing user experience by using a widely tested scale for evaluating TV commercials applied to measure AR experiences.
Florin Nechita; Catalina-Ionela Rezeanu. Augmenting Museum Communication Services to Create Young Audiences. Sustainability 2019, 11, 5830 .
AMA StyleFlorin Nechita, Catalina-Ionela Rezeanu. Augmenting Museum Communication Services to Create Young Audiences. Sustainability. 2019; 11 (20):5830.
Chicago/Turabian StyleFlorin Nechita; Catalina-Ionela Rezeanu. 2019. "Augmenting Museum Communication Services to Create Young Audiences." Sustainability 11, no. 20: 5830.
Florin Nechita; Robert Demeter; Victor-Alexandru Briciu; Sotiris Varelas; Androniki Kavoura. Projected Destination Images Versus Visitor-Generated Visual Content in Brasov, Transylvania. Strategic Innovative Marketing and Tourism 2019, 613 -622.
AMA StyleFlorin Nechita, Robert Demeter, Victor-Alexandru Briciu, Sotiris Varelas, Androniki Kavoura. Projected Destination Images Versus Visitor-Generated Visual Content in Brasov, Transylvania. Strategic Innovative Marketing and Tourism. 2019; ():613-622.
Chicago/Turabian StyleFlorin Nechita; Robert Demeter; Victor-Alexandru Briciu; Sotiris Varelas; Androniki Kavoura. 2019. "Projected Destination Images Versus Visitor-Generated Visual Content in Brasov, Transylvania." Strategic Innovative Marketing and Tourism , no. : 613-622.
Tourism in the era of the sharing economy adopts a model based on a global concept with a local practice. The traditional tourism offer is based on the attractiveness of a destination, expressed by a system of characteristics of the destination itself and a range of services related to accommodation, transport and food. The tourism model of sharing economy, instead, is based on the development of shared services that stimulate the flows of tourists. Traditional destinations are then alongside new destinations that, thanks to some factors that drive the development of sharing economy platforms, attract tourists, change behaviours and modify competitive dynamics. The new paradigm of could be briefly described by the 4 Ts of sharing economy: Trust, Togetherness, Technology and Transformation.
Maurizio Cesarani; Florin Nechita. Tourism and the Sharing Economy. An Evidence from Airbnb Usage in Italy and Romania. Symphonya. Emerging Issues in Management 2017, 32 -47.
AMA StyleMaurizio Cesarani, Florin Nechita. Tourism and the Sharing Economy. An Evidence from Airbnb Usage in Italy and Romania. Symphonya. Emerging Issues in Management. 2017; (3):32-47.
Chicago/Turabian StyleMaurizio Cesarani; Florin Nechita. 2017. "Tourism and the Sharing Economy. An Evidence from Airbnb Usage in Italy and Romania." Symphonya. Emerging Issues in Management , no. 3: 32-47.
The advent of new technologies has brought forth an incredible power to online users of social media who may act as active contributors and co-creators of the tourism communication and promotion of the areas that have visited, influencing in that way the online image that is created for an area, a region or a country. The user-generated content (UGC) that is created and uploaded, text and/or travel photos allows research to examine tourists' behavior. How can this be depicted with the use of photos taken from visitors for a rural area? The present chapter aims to (a) examine the destination image of Brasov County's (Romania) based on UGC created via photos uploaded on Facebook by a selected group of visitors in the area; (b) to examine the projected image and strategy in official Brasov County's websites and strategic documents and (c) to create a set of recommendations for the promotion of the Brasov County's rural area on the international tourism market.
Androniki Kavoura; Florin Nechita; Alžbeta Kiráľová. An Exploratory Study of Online Destination Images via User-Generated Content for Southeastern Rural Transylvania. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry 2017, 45 -66.
AMA StyleAndroniki Kavoura, Florin Nechita, Alžbeta Kiráľová. An Exploratory Study of Online Destination Images via User-Generated Content for Southeastern Rural Transylvania. Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry. 2017; ():45-66.
Chicago/Turabian StyleAndroniki Kavoura; Florin Nechita; Alžbeta Kiráľová. 2017. "An Exploratory Study of Online Destination Images via User-Generated Content for Southeastern Rural Transylvania." Handbook of Research on the Impacts and Implications of COVID-19 on the Tourism Industry , no. : 45-66.
The concept of experiential tourism is a foundation for the valorisation of intangible cultural heritage of a rural area from south-eastern Transylvania, Romania. The experience was closely observed and analysed in order to determine how the regional tourism promotion organizations should use intangible heritage assets in order to promote this area, and also to be incorporated in the tourist offers by Romanian tour operators. Aiming to evaluate tourists’ insights on their rural tourism experience, a close research was conducted among the participants at an international summer school, specially designed for the valorisation of the intangible cultural heritage. The results outline the sensorial triggers, which describe Italian tourists’ experience in Fagaras Land.
Codrina Sandru; Florin Nechita. Multisensory Experiences of Italian Tourists in Rural Transylvania. Symphonya. Emerging Issues in Management 2016, 76 -92.
AMA StyleCodrina Sandru, Florin Nechita. Multisensory Experiences of Italian Tourists in Rural Transylvania. Symphonya. Emerging Issues in Management. 2016; (2):76-92.
Chicago/Turabian StyleCodrina Sandru; Florin Nechita. 2016. "Multisensory Experiences of Italian Tourists in Rural Transylvania." Symphonya. Emerging Issues in Management , no. 2: 76-92.