MARKETING STRATEGIES OF YOUTH HOSTELS IN EUROPE: A

ASAC 2007 Conference
Ottawa, Ontario, Canada
Lise Heroux
State University of New York Plattsburh
Lisa Besserman (student)
State University of New York Plattsburgh
MARKETING STRATEGIES OF YOUTH HOSTELS IN EUROPE:
A COMPARATIVE EXPLORATORY STUDY
The successful marketing strategy of hostels requires the operator to identify a target market and develop
a marketing mix (product/service, place, price, promotion) that will best satisfy the needs of this target
market. This research was conducted to investigate whether there were differences in the marketing
strategies implemented by youth hostel establishments in reaching similar target markets in eight
European countries. The findings of this exploratory study found more similarities than differences in
marketing strategies implemented by hostels in Europe. The Greek hostel received the highest score, with
superior ratings on six of the eight marketing strategy variables examined: target market, product, service,
price, promotion, and personal selling. This provides a benchmark for other European hostels to improve
their marketing strategies to better meet the needs of their target market.
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ASAC 2007
Ottawa, Ontario, Canada
Alan Kaplan
Ryerson university
Norman O’Reilly
Laurentian University
Ryan Rahinel
Ryerson University
John Nadeau
Carleton University
COMPETITIVE BALANCE IN PROFESSIONAL TEAM SPORT: CONNECTING THE DOTS
This paper examines the issue of competitive balance in professional team sports. We first discuss the
goal of the firm in the context of professional sports. We then argue that competitive balance may serve
the goal of the firm. We construct and evaluate measures of competitive balance investigate a link
between these and fan attendance, using Major League Baseball data.
76
ASAC 2007
Ottawa, Ontario, Canada
Marie-Pierre Olivier (student)
Université du Québec à Trois-Rivières
L’IMPACT DE LA FIDÉLITÉ DU CONSOMMATEUR SUR L'UTILISATION D'INTERNET
DANS L'INDUSTRIE HÔTELIÈRE
La fidélité du consommateur a largement été analysée dans la littérature. Cependant, ce n'est que tout
récemment qu'elle est étudiée conjointement avec l'utilisation d'Internet. Notre recherche descriptive,
réalisée auprès de 110 clients d'un hôtel, tente donc d’identifier les liens entre ces deux concepts.
77
ASAC 2007
Ottawa, Ontario, Canada
Norman O’Reilly
Laurentian University
Carlyle Farrell,
Ryerson University
BRAND GLOBALIZATION IN PROFESSIONAL SPORTS : A PRELIMINARY ANALYSIS OF
THE NATIONAL BASKETBALL ASSOCIATION
This paper begins the process of conceptualizing brand globalization in professional sports. The paper
provides a preliminary analysis of the brand globalization strategy of the National Basketball Association.
A plan for the development of a structural equation model to investigate the underlying relationships is
articulated, and the data requirements outlined. A research agenda is proposed which includes how the
model will be used to analyze the effectiveness of the National Basketball Association’s brand
globalization strategy.
78
ASAC 2007
Ottawa, Ontario, Canada
Ida Berger
Ryerson University
Itay Greenspan (student
University of Pennsylvania
EGO-TOURISM: CREATING IDENTITY THROUGH EXTREME ADVENTURE
A two-month weblog of a Canadian expedition to Mount Everest is analyzed in order to understand the
role of adventure travel in identity creation and enactment. Using both consumer culture and tourism
theory the paper conceptualizes a mountain adventure as a consumer experience that can be understood in
terms of the identity inputs it provides to expedition participants.
79
ASAC 2007
Ottawa, Ontario, Canada
Isabelle Brun
University of Moncton
Riadh Ladhari
University of Moncton
Miguel Morales
Saint Mary’s University
THE ROLE OF EMOTIONS IN DINING EXPERIENCE
Emotions are critical factor in service satisfaction and post-purchase behaviour. In a study about
restaurant services among 338 undergraduate students, we found significant positive (negative)
relationships, between positive (negative) consumption emotions and four constructs considered in this
study: perceived service quality (tangibles, responsiveness, reliability, responsiveness, and empathy),
satisfaction, loyalty and recommendation.
80
ASAC 2007
Ottawa, Ontario, Canada
Milena Parent
University of Ottawa
Jean Harvey
University of Ottawa
TOWARD A MANAGEMENT MODEL FOR COMMUNITY-BASED PARTNERSHIPS
INVOLVING SPORT ORGANIZATIONS
This paper integrates the extensive North American and European management, sport
management, and political science literatures to develop a partnership model for sport, community-based
initiatives. The model uses a three-part description as a framework for sport, community-based
partnerships. First, the antecedents of a partnership include the partnership project’s purpose, the
environment, the nature of each partner’s organization (the partners’ motives, partner complementarity
and fit), and partnership planning (type of partnership, creation of roles, responsibilities and activities, and
policy and guideline development). Secondly, the management of the partnership includes the attributes
of the partnership (commitment, coordination, trust, organizational identity, organizational learning,
mutuality, synergy, and staffing), communication (quality, information sharing, and participation), and
decision making (conflict resolution, power balance, leadership, and governance). Thirdly, the
partnership’s evaluation includes the type of evaluation (process, impact, outcome, formative, and
summative) and the determination of success/effectiveness (satisfaction of partners and project/program
outcome). Through the consolidation of information relating to partnerships, this paper contributes
significantly to the sport management literature. It offers an analytical framework for examining sport,
community-based partnerships. Finally, future directions are proposed to test the model and to explore in
greater depth certain aspects of the model (such as power, decision making, and communication) and their
interrelationships.
Key words: partnerships, sport, community
81
ASAC 2007
Ottawa, Ontario, Canada
Zhenzhong Ma
University of Windsor
Yi-Chou Wang
Chang Jung Christian University
AN INVISIBLE NETWORK OF KNOWLEDGE PRODUCTION: YEARS OF TOURISM
MANAGEMENT STUDIES (1994-2005)
To map the intellectual structure of tourism management studies in the past decade, this study proposes a
generic model of invisible network of knowledge through which the most important publications and the
most influential scholars as well as the correlations among these publications are identified, which
presents a solid foundation for a knowledge network in tourism management area. Such a model helps
identify the invisible knowledge network that traces the evolution of tourism management research, and
provides a valuable tool for researchers to access the literature in this area.
82
ASAC 2007
Ottawa, Ontario, Canada
Marcia Shizue
Unibrasil
Rivanda Meira Teixeira
Federal University of Paraná - UFPR
THE RESOURCE-BASED VIEW IN TOURISM PUBLIC MANAGEMENT: THE CASE OF
CURITIBA AND FOZ DO IGNACU, BRAZIL
This study adopted the Resource-Based View approach to analyse two public organizations located in
Curitiba and Foz do Iguaçu, Brazil. The objective is to verify how organizational and tourist resources
are being used for planning and management in these cities.
83
ASAC 2007
Ottawa, Ontario, Canada
Lova Rajaobelina (étudiant)
Université de Montréal
Line Ricard
Université du Québec à Montréal
ÉTUDE EXPLORATOIRE DES FACTEURS CLÉS DE SUCCÈS DES COLLABORATIONS EN
TOURISME
Cette recherche a pour principal objectif d’explorer les facteurs pouvant influer sur le succès d’une
collaboration dans un contexte touristique. Sur la base de l’analyse comparative de trois cas de
collaboration, il ressort certains éléments nouveaux dont la compatibilité des personnalités ou la synergie
en guise de facteurs clés de succès.
84
ASAC 2007
Ottawa, Ontario, Canada
Loïck Menvielle (étudiante)
Université de Nice (France)
William Menvielle
Université du Québec à Trois Rivières
LA SATISFACTION DES CONSOMMATEURS AUPRÈS DES RESTAURANTS LIBRE
SERVICES : UNE ÉTUDE EXPLORATOIRE
Cette communication a pour objet d’analyser et de déterminer les variables de satisfaction des
consommateurs des aires de restauration de centres commerciaux. Une étude empirique
exploratoire a été menée auprès de 766 consommateurs dans deux centres commerciaux de la
province de Québec. Les résultats de l’analyse factorielle démontrent que des dimensions liées à
la présentation de la nourriture, son aspect santé, sa qualité, sa fraîcheur et la variété de la
nourriture permettent d’expliquer la raison de la satisfaction des consommateurs.
85
ASAC 2007
Ottawa, Ontario
Iain Murray
University of Guelph
Knut Brundtland
University of Guelph
Irena Qatipi
University of Guelph
IMMIGRANTS: FILLING THE LABOUR SHORTAGE IN THE CANADIAN HOSPITALITY
AND TOURISM SECTOR
This paper examines the views of human resources executives in hospitality and tourism companies and
industry associations regarding the current and increasing labour shortage. Dissonance between Canadian
immigration policy and industry needs are revealed and discussed.
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