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Edited by Nicholas Wise and Kelly Maguire

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Eli Avraham

The purpose of this paper is to propose a theoretical framework that explores how advertisers attempt to establish affinity between destinations and British and American audiences. The proposed framework consists of four spheres, five techniques, two message strategies and four means. This framework will be presented through a qualitative content analysis of 103 cases, selected from almost 2500 print advertisements and YouTube videos. The print advertisements were published in four major tourism magazines between 2007 and 2019. Besides the theoretical contribution, a study of audience affinity that analyses many cases might be helpful for marketers and policy makers, giving them ideas of how to reach and touch specific audiences.

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Emily P. Yeager, B. Bynum Boley, Cari Goetcheus and Meredith Welch-Devine

While peer-to-peer accommodation research is increasingly cognizant of various stakeholders impacted by the rising popularity of this disruptive phenomenon, one stakeholder remains understudied – the host. This study uses a Deductive Qualitative Analysis to explore a tripartite of peer-to-peer accommodation host identities (entrepreneurial identity, residential identity, and sustainable entrepreneur identity) within the US City of Savannah, Georgia. Peer-to-peer accommodation hosts are agents of change in the communities in which they operate. This study posits that their impacts, whether positive or negative, on communities in which they operate depend on the existence of these identities. Potential opportunities for collaboration between hosts and local municipalities are discussed in light of the proposed identity framework.

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Edited by Anna Spenceley

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Anna Spenceley

This comprehensive Handbook brings together practical advice from leading international practitioners in sustainable tourism. This guidance is not designed as a guide for long-term academic projects, but instead applies good research design principles within the parameters of modest timeframes and resources, to provide workable and rational step-by-step approaches to researching real-life challenges. The book’s contributors unpack how to undertake environmental, socio-cultural and economic assessments that establish the feasibility for new tourism ventures, or ascertain what impacts they have had over time. The book covers fundamentals for practitioners, such as how to conduct feasibility studies and business plans, and also addresses hot topics such as visitor management and overcrowding. The processes of transferring knowledge from academic research into practical applications are also addressed. This Handbook is critical for researchers at all levels, and particularly to those working within government institutions responsible for tourism and private tourism businesses. It is also an invaluable resource for practitioners, not-for-profit organizations and consultants that provide technical support in the planning, feasibility, development, operation and evaluation of sustainable tourism.

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Anne Köchling

Destination marketing organisations (DMOs) seek to provide positive pre-travel online destination experiences (ODEs) to attract tourists. Thereby, DMOs understand official destination websites (ODWs) as central sources of information influencing tourists’ travel decisions. Although experiential marketing theory postulates that customers are reached through sensory, affective, intellectual, behavioural or social experiences, this theory has rarely been applied to analysing tourist experiences on ODWs. Past research and theories remain similar to models from product brands, yet fail to acknowledge the peculiarities of destination experiences. This research explores how users of ODWs experience unfamiliar tourist destinations in the pre-travel phase. To gain a deeper understanding of the nature of ODEs on ODWs, a qualitative multi-method study was conducted involving eye-tracking, retrospective think-aloud protocols, semi-structured interviews and video observations with 15 German millen­nials selected via purposeful sampling. Data was analysed in a qualitative directed content analysis following an abductive approach. Findings expand on previous theory by adding a spatio-temporal experience dimension. In the pre-travel phase, potential tourists explore the spatio-temporal accessibility of expected experiences and the experience density in the destin­ation. Furthermore, this research provides new insights into the different dimensions of ODEs and proposes an advanced conceptual framework.

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Konstantinos Andriotis