• Destination marketing and visitor experiences: the development of a conceptual framework

      Jiang, Y; Ramkissoon, H; Mavondo, F.; Monash University (Taylor and Francis, 13/11/2015)
      When confronted with increasingly experienced, demanding, and sophisticated visitors, destination marketers may find it problematic to succeed in destination marketing. This article attempts to address this challenge through the exploration of the relationship between destination image and two critical indicators of successful destination marketing: visitor delight and place attachment. It integratesdisparate themes in destination marketing and recognizes the relationshipsbetween marketing stimuli, customer experiences, and marketing outcomes. A comprehensive and coherent theoretical model is established to explain the complexities involved in the formation of important destination marketing outcomes. This article critically examines fun and customer orientation as two key concepts of visitor experiences and proposes them as principal mechanisms that mediate the relationship between destination image and visitor responses (visitor delight and place attachment). The article’s theoretical contributions, limitations, and practical implications for tourism authorities and destination marketers are discussed
    • Social customer relationship management: an integrated conceptual framework

      Dewnarain, S; Ramkissoon, H; Mavondo, F.; Monash University (Taylor and Francis, 15/10/2018)
      In recent years, the concept of customer relationship management (CRM) has undergone a major change from being a strategy that focused solely on establishing financial bonds with customers to one that promotes both transactional and interactional relationships with customers. This has given rise to a new form of CRM which is known as social customer relationship management (SCRM) or CRM 2.0. Hence, this study develops and proposes a conceptual model to address relationships between customer relationship management, social media technologies, customer engagement, positive word of mouth and brand loyalty. This paper brings significant contributions to hospitality CRM literature and marketing communication theory. It serves as a reference for hospitality practitioners who can derive insights on the potential economic advantage such as brand loyalty and consumer behaviour benefits in the form of positive word of mouth which can result from the effective implementation of a SCRM strategy.