Purpose – The purpose of this paper is to serve as an introduction to the usefulness of means‐end chain (MEC) theory and analysis for branding in health tourism. Design/methodology/approach – An online survey was conducted within the transnational EU‐project Alpshealthcomp and with two...

Purpose – The purpose of this paper is to ascertain the relative importance of sustainable tourism practices to medical tourists. Sustainable management practices have become the accepted and appropriate model for tourism. Medical tourists, those who visit a foreign country for a medical...

Purpose – The market for sport tourists is very diverse and motivations of sport tourists are manifold. This also applies to the field of water sport tourism, which has not yet intensely been analysed by researchers. In order to analyse motivations and to reach target groups such as water...

Purpose – This paper aims to explore the widely recognized awareness/attitude‐gap in sustainable tourism and discuss a series of theoretical approaches on three levels: individual, interpersonal and community level theories. Design/methodology/approach – These theories are linked to...

Purpose – The essence of the demand for nature‐based tourism is an important issue seen from both an academic and practitioner's perspective. One approach to understanding it is to examine the relationship between tourists' travel motivations and activities. Therefore, the purpose of this...

Purpose – Climate change will lead to new environmental conditions in winter sport destinations. Even if the motivations of the visitors remain the same, climate change will inevitably influence their behavior. At the same time, tourism destinations try to influence visitor behavior by...

Purpose – This paper aims to respond to a knowledge gap regarding the motivations of medical tourists, the term used to describe persons that travel across borders with the intention of accessing medical care. Commonly cited motivations for engaging in medical tourism are typically based on...

The authors describe and explain the progression of economic value, showing that customizing a good turns it into a service, customizing a service turns it into an experience, and customizing an experience turns it into a transformation. Businesses that wish to prosper in the emerging experience...

New technologies and distribution channels are creating an environment in which branding will become more important. At the same time, consumers are becoming increasingly sophisticated about the relationship between brand promise and performance. Marketing must create branding that is based on...

New consumers have emerged in North America. These consumers have higher expectations and are more demanding than yesterday’s consumers. Businesses must meet these requirements if they are to hold a competitive place in today’s marketplace. The authors report on research that identifies the...