Helping Tourism Organizations Better Understand Their Visitors and Develop Marketing Strategies
Dr. Fu's research helps various organizations in the tourism industry to measure how people perceive their tourism offerings, their motivation for visiting a destination or an event, and their satisfaction level with their experience. Much of the research involves surveying visitors onsite. The survey instruments were developed based on theories of motivation, travel behavior, and customer satisfaction. The results of those surveys have helped many tourism organizations to better understand their visitors' profiles, motives for visiting, and satisfaction levels. Existing marketing strategies and promotional activities of those tourism organizations have also been thoroughly reviewed. Based on the data collected and the review of marketing efforts, Dr. Fu develops marketing strategies that have helped the organizations to better market their tourism offerings.
(Emerald, 2019) Liu, Yu; Liu-Lastres, Bingjie; Wang, Qiuju; Fu, Yao-Yi; Tourism, Conventions, and Event Management, School of Physical Education and Tourism Management
Beijing is becoming one of the top global destinations but the number of international tourists to the city has been declining recently. By analyzing inbound tourists experience in Beijing and identifying the relationship between the destination attributes and satisfaction, the purpose of this paper is to provide important insights into city tourism research and city destination development.
This study used an online deductive approach and collected 1,254 reviews on TripAdvisor referencing major attractions in Beijing. This study used the Leximancer software to analyze the content of the reviews and to identify the underlying relationships.
The results showed that international tourists’ experience in Beijing can be reflected via five aspects: attractions, city, transportation, service and people. The results further indicated that the major concern of international tourists visiting Beijing related to the service quality on site.
This study explored inbound tourists experience in Beijing using an online deductive approach. Practical implications were provided with respect to improving international tourists experience in Beijing and enhancing their satisfaction and revisiting intentions.
(Office of the Vice Chancellor for Research, 2010-04-09) Cecil, Amanda K.; Fu, Yao-Yi; Wang, Suosheng; Hji-Avgoustis, Sotiris; King, Carina; Heo, Jinmoo
Cultural tourism development is considered a viable channel to attract tourists to a destination and to enhance residents’ overall quality of life (QOL). This research reports the findings of a five-year study, from 2004-2008, to monitor patterns and changes in perceptions of cultural tourism and residents’ quality of life measurement. The series of studies yield interesting conclusions that have practical implications for Indianapolis city and tourism leaders who continually evaluate the cultural tourism initiatives and ways to improve the residents’ quality of life.
(Office of the Vice Chancellor for Research, 2015-04-17) Harrington, Nicolette; Fu, Yao-Yi
When marketing a destination, it is important to study how people perceive a destination. If there is a gap between people’s perceptions and what a destination offers, strategies will be needed to close the gap or to improve the perceptions. This research involves understanding people’s perceptions towards Indianapolis and researching if the sports imagery that the city has developed has been effective for its sports tourism. Indianapolis has focused on creating an identity for itself since the 1970s. This identity hinged on sports—auto racing, amateur sports, and major sporting events. Indianapolis began to grow: skyscrapers graced the new skyline, the Colts became the first NFL franchise in the state, major businesses such as Eli Lilly moved operations to the city, local communities and infrastructure were developed. This study investigated how these changes were perceived by both Hoosiers and visitors. To identify the images the public associated with Indianapolis, a total of 75 in-depth interviews were conducted by students as a class project. When asked to indicate what comes to mind while thinking of Indianapolis, responses fell all over the spectrum. Many mentioned the Indy 500 and the Indianapolis Colts, some described Indianapolis as a small, boring city, and a few cited images of violence and racism. About 88 percent of interviewees said the city has become more attractive, but almost 33 percent said they would not visit Indianapolis for leisure. Around 90 percent of respondents said there are strong links between Indianapolis and sport, and about 68 percent of interviewees said these links have been strengthened within the last 10 years. Although the study findings show the city’s efforts to become a sports tourism destination have worked, the results of this research highlight some gaps that need further efforts by the city.