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Authors: Arup Kumar Baksi

Abstract: Luxury consumption is on the rise over the last two decades. This brings challenge for the luxury brand marketers to sustain with the aspirational quotient of the luxury consumers. The inherent perception associated with the luxury consumption, namely narrow-band of consumers having ability to pay premium price, has given way to mass luxury consumption, there by diminishing the price sensitivity of the segment. This luxury paradox calls for a fresh look into the equations that influence and control the relationship between the consumers and luxury brands. This study aims to develop a brand relationship instrument, namely, TraveLux, with specific reference to the travel, tourism and hospitality industry. The cross-sectional study was conducted in three major tourism destinations of India, namely, Rajasthan, Kerala and Goa. The initial scale items for the instrument were obtained by collating past studies and conducting a focus group exercise. The instrument was empirically tested to identify the relationship factors. Findings revealed that the TraveLux Brand Relationship can be mounted on four factors (dimensions), namely, immersive experience, ethno-cultural acculturation, passion & excitement and self congruence. The validated scale was further tested for possible deviations with new group of respondents. The measurement invariance did not reveal significant difference between the baseline model and the tested model. TraveLux will provide a framework for the luxury-travel brand marketers to develop specific brand designs and brand communications based on the identified relationship factors. Future research may be conducted to expand the scope of the instrument to embed behavioural and attitudinal issues of the travelers.

Keywords: luxury, traveler, brand, relationship, scale

DOI: 10.5937/turizam26-26762

Article info: 1-21

Received: Jun 2020 | Accepted: May 2021

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Authors: Igor Ponjiger, Milosava Matejević, Uglješa Stankov, Vladimir Marković, Zoran Ristić, Milutin Kovačević, Vladimir Barović

Abstract: National hunters’ associations (NHAs) are non-governmental organizations (NGOs) dealing with topics of hunting and conservation. We believe that NHAs have an important role in promoting hunting, wildlife protection, and shaping a positive public opinion about these subjects. Paper explores the basic characteristics and activities of the official Facebook Pages of NHAs among EU countries. The results have shown that the official NHA Facebook Pages don’t use the potential visible through the number of registered hunters and Page followers. Also, certain parameters used in the paper show preferable Page content in order to achieve more engagement. The findings of this paper are the first step into understanding the use of Facebook in hunting promotion and will serve as a starting point for further research.

Keywords: hunters, hunting organizations, hunting tourism, social media

DOI: 10.5937/turizam26-29669

Article info: 22-35

Received: December 2020 | Accepted: Jun 2021

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Authors: Jyoti Kumar Chandel

Abstract: Adventure tourism is one of the rapidly growing segments in the global tourism industry. Growth potential of adventure tourism has been realised in India and tourism organizations are making consistent efforts to tap various opportunities evolving in this segment. Tourism organizations are continuously seeking to get better insights into the profiles of adventure tourists to formulate and execute strategies in an efficient and effective manner. This study aims to provide better insight into the profile of adventure tourists. Primary data for this study have been collected from 235 adventure tour participants and 230 adventure training participants through multi-stage sampling from the Indian state of Himachal Pradesh. Reported results of different dimensions of adventure tourists’ profiles offer better insights for various tourism organizations. Results will help tourism organizations in effective market segmentation, market targeting and positioning related decisions.

Keywords: Adventure tours, adventure training, tourists’ profile

DOI: 10.5937/turizam26-27644

Article info: 36-56

Received: July 2020 | Accepted: August 2021

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Authors: Olja Munitlak Ivanović, Maja Mijatov, Lukrecija Đeri, Ema Tomašević

Abstract: The research was focused on analyzing the role of women entrepreneurs in business sector of tourism within the Moravica District, or more precisely the focus was on the experience and challenges of women entrepreneurs within the researched territory. The research results indicated to reliable insight into the current position, as well as possibilities and threats of further tourism development, by considering concrete advantages and difficulties that might occur on the basis of starting their own business, especially in the case of women entrepreneurs. In respect to that, the research results provided a realistic perception of opportunities, as well as barriers for further development of women entrepreneurship in tourism of the Moravica District. The research results pointed to the fact that women from the Moravica District, who are independently engaged in tourism, are faced with various challenges. These challenges mainly occurred by the absence of appropriate trainings and educations in tourism industry, as well as by insufficient access to financial resources for starting or improving their business. All together might provide a basis for organization of educations and trainings that will obtain all the necessary information on different subventions that might facilitate the business operations of female entrepreneurs.

Keywords: women entrepreneurs, entrepreneurship, start-up business, tourism, Moravica District

DOI: 10.5937/turizam26-27644

Article info: 57-66

Received: February 2021 | Accepted: December 2021