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This paper aims to provide an assessment of tourism promotion in tourist destinations and airports (TPTDs) and to organize and classify the literature on tourism promotion, with the aim of staging the importance of this topic and encouraging future research in the projection of tourism and marketing sectors.

The paper uses the Social Sciences Citation Index (SSCI) database to analyze the bibliometric in TPTDs topic from 2000 to 2021. Additionally, the paper also uses the visualization of similarities (VOS) viewer software to map graphically the bibliographic material. The graphical analysis uses bibliographic coupling, co-citation, citation and co-occurrence of keywords.

This study provides an amended new definition of tourism promotion, which is the efficient management of a destination’s resources and strategic plans by destination marketing organizations (DMOs) to adapt the tourism supply to market trends and will empower tourists to visit such destinations. Furthermore, results also show a new paradigm applied to TPTDs topic and classified in five first-order research streams. Digital and mobile marketing, infrastructure, branding, quality, accessibility and information factors about a specific destination which are mostly demanded by tourists are considered as an important means of promotion for the tourism industry.

The contribution of this study is important to identify new challenges and opportunities for researchers, DMOs, airport and airlines operators and stakeholders, as disentangling existing contradictions and applying new theoretical framework to make better future decisions by researchers and organizations to provide higher quality to new research in the context of the TPTDs.

The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.

A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them.

Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020.

This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.

Among the various factors influencing tourists to visit an overseas country is that of promotion/marketing activity by tourism operators and government tourist commissions in the destination country. The effects of tourism promotion have not previously been subjected to rigorous economic analysis however. The paper firstly shows how the standard economic justifications for government support of industry in circumstances of market failure, ie externalities/non appropriability of benefits, risk and uncertainty and indivisibilities, can be employed in the context of overseas tourism promotion to present a prima facie case for government support. It then provides an analysis of the benefits and costs of tourism promotion which is applicable to all countries. A model of tourism demand and supply is presented which enables consideration of the effects of tourism promotion in an economy with no distortions and an economy with distortions. The final section addresses issues in evaluating promotion and attempts to assess circumstances in which tourism promotion generates positive net benefits to an economy. Although the data apply to Australia, the results are generalizable. The framework of assessment can be used to assess the benefits and costs of tourism promotion in both developed and lesser developed countries.

Given the great tourist attractiveness of Spain at international level, tourism has become one of the main sources of income and employment, as well as a basic pillar of the Spanish economy. With these ideas in mind, this paper aims to study how the different promotion strategies implemented in the industry have influenced the evolution of tourism in Spain since the early 20th century.

The research is a general review, providing a historical examination of the diverse promotion strategies deployed in the tourism industry in Spain over the past decades. It focuses on the descriptive approach of these strategies and their implications throughout the 20th century and the beginning of the 21st century.

The findings reveal a shift in recent years from strategies focused on Marketing 1.0 to strategies that, apart from being centered on consumer values (therefore, Marketing 3.0), are beginning to rely to a greater extent on information and communication technologies (ICT) and sustainability, more in line with the more recent Marketing 4.0 and even Marketing 5.0.

This work has many implications for the management of public and private operators in the industry, including the need to incorporate the latest marketing trends – most notably the advances in ICT and sustainability.

The study offers an in-depth understanding of how marketing strategies have been used in the tourism sector in Spain from the end of the 19th century to the present day, which is highly original compared to previous studies.

The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When examining promotion strategies, the study focuses on the change in marketing and public relations strategies based on the incorporation of information and communication technologies and, in particular, the use of the internet.

This study draws on a qualitative analysis of the different strategies used by traditional agencies and online agencies in Spain from the mid-19th century to the present. This analysis shows how traditional communication strategies survived at the beginning of the 21st century, together with other more innovative ones, while some disappeared, being eliminated by the new online travel agencies, which created a particular conception of marketing and communication. This paper is divided into the following parts: the introduction; the beginnings of travel agency promotion in the 20th century; the evolution of promotion in travel agencies since the late 20th century; communication innovation at the beginning of the 21st century; online travel agencies; and conclusions.

This study shows that although online agencies did not manage to position themselves with a large turnover, they generated advantages and sharpened their imagination to create a new, more economical advertising model, eliminating the costs of public relations and advertising campaigns. In addition, they allowed clients to have greater independence when making their reservations, while enabling them to monitor the tastes of potential and real clients and add blogs so that consumers could express their degree of satisfaction with the product or services provided by the agency.

The focus of attention is the travel agency sector in Spain and, more specifically, communication. Studies on travel agencies and their marketing have been very scarce and partial, impeding professionals in the tourism sector from having a broad vision to direct their promotional and public relations actions. The originality of this article lies in its making a comparison between two different visions of tourism marketing and, specifically, of travel agencies, that is, the traditional vision and the innovative one. It thus helps all professionals in the sector to value and improve their marketing and communication strategies.

The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined.

This research uses two experiment-based studies, applying a between-group experimental design.

The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium.

This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums.

Mutual benefits can be obtained by both tourism destination marketers and premium marketers.

This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

旅游目的地促销中的有品牌赠品效应

此研究的目的是检测旅游目的地促销中有品牌的赠品（如：一只免费的新秀丽行李箱）的效应。具体来说, 此研究检测了有品牌的赠品的品牌名称和赠品价格在旅游目的地促销中的作用。

此研究是通过两个以组间实验为基础的实验实现的。

当使用有品牌的赠品时, 此研究发现消费者对此促销的评价是与他们想要去被促销目的地旅游的意图正相关的。当使用有品牌的赠品时, 消费者只对该赠品的品牌名称有正面反应, 而不是该赠品的价格。此正面反应包括对被促销的目的地和促销赠品。

此研究增加了我们对旅游目的地促销和品牌营销方面的学术知识, 尤其是在有品牌的赠品促销方面。

使用有品牌的赠品促销会实现旅游目的地和赠品品牌市场营销共赢的局面。

此研究强调了有品牌的赠品在旅游目的地营销中的重要性。而且展现了有品牌的赠品的品牌名称在此类促销中的重要性。

旅游目的地促销, 赠品促销, 有品牌的赠品, 价格, 口碑

研究论文

La influencia de la marca en la promoción de los destinos turísticos

El objetivo de esta investigación es probar la influencia de las promociones con marca u obsequios de marca conocida (por ejemplo, una maleta gratuita de una marca reconocida) en la promoción de los destinos turísticos. Específicamente, se examinó el impacto de mostrar la marca del regalo y su valor económico en la promoción de un destino turístico.

Esta investigación realiza dos estudios basados en experimentos aplicando un diseño experimental entre grupos.

Cuando una oferta promocional del destino contiene un regalo con marca los consumidores responden más favorablemente a la marca del regalo que a su valor económico.

Esta investigación contribuye al conocimiento sobre la promoción de los destinos turísticos y a la literatura sobre gestión de la marca, específicamente en lo que se refiere a la promoción de ventas y a los regalos con marca.

tanto los especialistas en marketing de destinos turísticos como los expertos en promoción de ventas pueden obtener beneficios mutuos.

Esta investigación destaca la importancia de la marca en los regalos y la influencia de su valor monetario en las ofertas promocionales de los destinos turísticos.

Promoción del destino turístico, Promoción de ventas, Regalo con marca, Valor económico, Boca a boca

Trabajo de investigación

In its efforts to foster tourism development the state has the choice of either giving direct grants or stimulating specipc investments and promoting co‐operation through low‐interest loans. In either case, the effort is aimed to improve the supply and preserve the competitive capacity of destinations. Public funds also flow into national and regional tourism organisations (NTOs and RTOs) established to co‐ordinate and market tourism products and destinations. State promotion of tourism constitute an intervention in the market mechanism which needs to be expressly justified in a market economy context. Market failure, transaction costs and the growth‐stimulating effect of promoting innovation and knowledge are the fundamental conditions for state intervention (necessary conditions), even though by themselves they are not sufficient to justify intervention. This also requires a cost/benefit analysis: a state measure is advantageous only when it causes an improvement in the overall economic welfare (sufficient condition).

This research aims to explore the origin of tourism public relations (PR) in Thailand as practiced by the State Railway of Siam (SRS) prior to the Second World War when rail travel was still a new form of transportation in the country.

The study approach is documentary research involving an in-depth examination of both published and unpublished documents of a special collection of the SRS archives conducted in a fact-based and descriptive manner.

In the first half of the 20th century, a period of global economic uncertainty, the SRS performed the role of the government's PR division, with one of its important tasks being to promote travel and tourism in the country among both Thais and foreigners. The SRS incorporated the use of PR materials including advertisements, films, guidebooks, speeches, events, pre-arranged press activities and sales promotions in its activities. The current study explores the SRS's strategies employed in the creation of integrated and place communication campaigns to promote its train service and tourism throughout Thailand via its railway network.

The findings of the study reveal the PR efforts carried out by the SRS, which utilized a variety of communication tools in tourism promotion. This can lead to a better understanding of global tourism PR history and more specifically the development of tourism PR in Thailand and throughout South-East Asia.

The results add to the body of knowledge of how integrated marketing communication, place branding and professional PR activities evolved in Thailand.

The research fills a gap in the history of tourism PR and its relation to broader social and economic structures in Siam prior to the 21st century. It also reveals the little explored topic of how the railway engaged in historical path of PR practices and how they relate to a country's specific PR development outside of the highly researched U.S. context.

In the postmodern consumer society, factors such as sustainability, responsible behaviour and digital environment have direct consequences on rethinking sustainable tourism promotion through 2.0 communication policy embedded within a specific cultural context. The aim of this research is to analyse and discuss the application of 2.0 systems thinking (ST) in three countries (France, UK and Serbia) to promote sustainable tourism thinking.

Online tourism ads available on YouTube, Vimeo, and Dailymotion, related to the cultural contexts of the UK, France and Serbia, have been analysed through a qualitative approach based on the use of visual methods. Furthermore, sustainable tourism dimensions and discourses have been identified in each context by applying intra- and intertextual analysis.

The results show that the use of 2.0 ST to promote sustainable tourism should take into account environmental and socio-cultural issues in each cultural context. These findings show that both the UK and France promote sustainable tourism logic through applying a 2.0 ST. This is not the case with Serbia where online sustainable tourism videos are underrepresented and the online content is different from the one in the UK and France.

This research might help tourism researchers and professionals to understand cultural differences when promoting sustainable tourism through a 2.0 communication and online videos. The results show that tourism system has to be considered as a complex and a dynamic framework where intense interlinking of social media with political, cultural, promotional, and organizational aspects of tourism systems in different countries is present.

The proposed framework in this study represents a tool that will enable tourism professionals to improve their sustainable tourism communication, especially the environmental and socio-cultural dimensions when considering a 2.0 communication approach.

The original aspect of this research is related to the analysis of interactive videos in tourism studies and to the introduction of a new framework based on 2.0 ST, used to promote sustainable tourism in a cross-cultural context.

Tourism and hospitality have had a dynamic role in different countries and became the mainstay of the economy. Tourism, if proliferated appropriately, supports countries to accrue the benefits of the industry. Considered to have multiplier effects, tourism banks on visitors who come to a host country from other countries or are domestic visitors who move around the country. Countries such as Thailand, Malaysia, India and the Maldives have depended on Foreign Tourist Arrivals (FTA) for several years. More the FTAs, the higher the benefits. India too had the facet of promoting the country as a tourist destination to the world and inviting them to be part of the tourism juggernaut. Unfortunately, the metrics are not in line with the quality of destinations in India compared to the FTAs in Thailand, the Maldives or even in Singapore. With a black swan event like the twenty-first century COVID-19 pandemic, many countries focus on domestic travellers, so does India. Just before the pandemic, several plans and policies encouraging domestic travel made their way along with the promotion of quality tourism globally with a lesser number of Overseas Tourism Offices (OTO). The Federal Government in India, in a strategic manner, ensured that domestic travel and FTAs would happen in tandem. It was done through robust global tourism promotion through the India Missions and OTOs that ensured a positive growth trajectory and the metrics that provided the ammunition for economic growth. The research team also got to interview former officers of the Ministry of Tourism, Government of India and players from the private sector that have played a role in the sectoral business operations.