Papers by Giuseppe Marzano
한국관광학회 국제학술발표대회집, 2014
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Universidad Internacional SEK, May 1, 2020
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International Journal of Contemporary Hospitality Management, 2008
Marketing is the strongest weapon there is for surviving in the hospitality world today. This boo... more Marketing is the strongest weapon there is for surviving in the hospitality world today. This book helps both students and professionals to make the necessary connection between hospitality businesses and their consumers. A separate chapter on marketing research, plus new case studies and examples, help bring this new edition straight to the cutting edge of hospitality marketing. This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. For courses in Hospitality Marketing, Tourism Marketing, Restaurant Marketing, or Hotel Marketing. Marketing for Hospitality and Tourism, 7/e is the definitive source for hospitality marketing. Taking an integrative approach, this highly visual, four-color book discusses hospitality marketing from a team perspective, examining each hospitality department and its role in the marketing mechanism. These best-selling authors are known as leading marketing educators and their book, a global phenomenon, is the leading resource on hospitality and tourism marketing. The Seventh Edition of this popular book includes new and updated coverage of social media, destination tourism and other
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Lo que he hecho es pronunciarme sobre ciertos temas que han sido propuestos a la sociedad, y dent... more Lo que he hecho es pronunciarme sobre ciertos temas que han sido propuestos a la sociedad, y dentro de eso, mi punto de vista ha sido frontal. Y tambien antes lo he hecho, cuando han estado en juego ciertos estamentos publicos que los politicos han querido festinarse, yo creo que es un derecho ciudadano exponer las ideas, reclamar los derechos civiles. El teatro que yo hago, por ejemplo, siempre ha tenido tintes contestatarios aun cuando no he hecho proselitismo a favor de ningun partido politico. Mi pronunciamiento siempre ha sido del lado de los marginados y de la gente que no tiene voz. Esa ha sido, y es, mi tonica.
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This paper presents a methodology to assess stakeholder power within the context of destination b... more This paper presents a methodology to assess stakeholder power within the context of destination branding that triangulates the positional, reputational and decision-making approaches to power. Power is everywhere in tourism and the study of power in tourism has been examined from different perspectives. From a macro perspective, power has been studied as an essential component of public policies and planning analysis as well as a critical issue that relates tourism to political economy and development From a micro or image centred perspective, power in tourism has been discussed in Foucaldian terms as one of the major forces that shapes the construction of a tourist gaze. Stakeholder literature describes power as an attribute of a stakeholder together with legitimacy and urgency and stakeholder power is conceptualized in terms of the ability of a stakeholder to threaten an organization. The ability to characterize the stakeholders in terms of their relative power is a problematic is...
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This paper aims to present a theoretical framework for the study of power and collaboration in th... more This paper aims to present a theoretical framework for the study of power and collaboration in the process of branding a tourism destination. The study has the objective to discover how stakeholder power influences the destination branding process that has generally been discussed as a collaborative process. This research draws upon sociological theory and within it focuses on power and collaboration theories. The process of destination branding provides a context for the research along with the related concepts of tourism destination, destination branding and stakeholder theory. A theoretical framework that integrates these concepts is provided together with three research questions. The theoretical framework is useful in improving the efficiency of collaborative stakeholder based processes such as destination branding.
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Events are part of the attraction of a destination and as such should be included in the integrat... more Events are part of the attraction of a destination and as such should be included in the integrated marketing for the destination and incorporated into a destination's branding strategy. This implies the need to evaluate the contribution of an event not just in terms of the direct financial contribution that it generates but also in terms of its consistency with the destination brand values. Consistency as an evaluation criteria concerns how (and if) the interrelationships among the elements of the marketing mix enhance destination brand equity. This paper uses content analysis to demonstrate the importance of incorporating consistency as an evaluation criterion of an event. In particular, the results of a content analysis performed using Australian newspaper articles from 1998-2005 show that the set of negative association related to Schoolies week appears to be inconsistent with the brand values of the Gold Coast as expressed in the brand 'VeryGC'.
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Reflexionar sobre la marca de un pais significa reflexionar sobre como los ciudadanos de ese pais... more Reflexionar sobre la marca de un pais significa reflexionar sobre como los ciudadanos de ese pais ven a si mismo, y que tipo de imagen quieren proyectar hacia afuera. La pregunta que escucho a menudo es te gusta la nueva marca de Ecuador?". Con un claro intento polemico, la respuesta que siempre doy es un laconico "me es indiferente". Dentro de este marco, el objetivo de este articulo es pensar criticamente acerca de la funcion de una marca pais y hacer una propuesta metodologica acerca de como crear los simbolos, imagenes, colores, logos que queremos que identifiquen y - posiblemente - destaquen positivamente nuestro Pais.
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This paper aims to provide a theoretical overview of the relevance and impact of stakeholder powe... more This paper aims to provide a theoretical overview of the relevance and impact of stakeholder power in the collaborative process of destination branding. Destination branding is defined as the process used to develop a unique identity and personality that is different from all competitive destinations. The tourism literature shows consistency in considering the process of branding a destination as a collaborative effort. Collaboration in the context of destination branding has been addressed under two different though complementary points of view such as creation of shared image of the destination and the inclusiveness of the process. The 'collective phenomenon' of destination branding, has also been described as a highly complex and politicised activity that includes multiple stakeholders. The definition of tourism as an industry that involves multiple players allows studying the characteristics of the collaboration that occur among stakeholders within a tourism destination ...
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Andrea Vela es la directora de orquesta ecuatoriana mas joven en convertirse en Directora Adjunta... more Andrea Vela es la directora de orquesta ecuatoriana mas joven en convertirse en Directora Adjunta de la Orquesta Sinfonica Nacional del Ecuador y en Directora Titular de la Orquesta Sinfonica del Conservatorio Nacional de Musica. Nacio en Quito, Ecuador. Estudio violin en el Conservatorio Nacional de Musica de Quito, en el Peabody Conservatory y en la Universidad de Louisville, donde realizo la Licenciatura en Violin. En 1998 continuo con sus estudios de direccion de orquesta en la Hartt School of Music y en 2004, la Republica Popular China le concedio la Beca de Estudiantes Extranjeros Sobresalientes para estudiar direccion de orquesta en el prestigioso Conservatorio de Musica de Shanghai, donde obtuvo la Maestria en Direccion de Orquesta. Andrea Vela fue directora titular de la Banda Sinfonica Metropolitana de Quito y directora adjunta de la Louisville University Opera y de la Suzhou Youth Orchestra en China. Ha participado como directora invitada con la Jewish Orchestra of Louisv...
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... Destination Branding: Conceptualization of collaboration within a problem domain. Scott, NR a... more ... Destination Branding: Conceptualization of collaboration within a problem domain. Scott, NR and Marzano, G. (2006). ... Created: Thu, 23 Aug 2007, 22:03:37 EST - Detailed History. The University of Queensland. Brisbane St Lucia, QLD 4072 +61 7 3365 1111. ...
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Hay diferencias y semejanzas. El manejo de un equipo de futbol algo difiere del manejo de una emp... more Hay diferencias y semejanzas. El manejo de un equipo de futbol algo difiere del manejo de una empresa. En el futbol se busca maximizar los recursos con el fin de no generar un deficit. En el ambito empresarial el objetivo es tratar de maximizar los recursos para generar rentabilidad. Sin duda, aun cuando los objetivos sean diferentes, hay muchos puntos en comun: el trabajo operacional, el trabajo de responsabilidad, el trabajo de organizacion. Hay que ser muy estructurado, hay que ser muy organizado para poder buscar objetivos claros y de exito, tanto en la empresa privada como en el futbol. Ademas, yo trato de manejarme con valores de honestidad, de responsabilidad y respeto. El exito tambien depende de la clase de equipo que uno puede llegar a tener: el exito que tiene Liga se basa en un excelente equipo de trabajo que va enfocando mejor las decisiones. Tenemos sin duda gente muy respetuosa de nuestro medio y gente que tiene amor a Liga. Yo manejo Liga de forma empresarial pero ne...
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The analysis of discursive practices and language is critical to understand power relationships a... more The analysis of discursive practices and language is critical to understand power relationships and power struggles. In particular, control over orders of discourse by institutional and societal power-holders is one factor in the maintenance of their power. This paper analyses how Tourism Queensland used political language and symbols to legitimate and generate support for its decisions. The destination management plans, developed for the 13 Queensland regions, were analysed using an automated content analysis software combined with quantitative network theoretic measurements. These methods prove to be effective in identifying the main concepts contained within the documents and their interrelationships. Results show that the core concepts of the destination management plans relate to the social impact that tourism has on communities as well as to the importance of the marketing and promotion of tourism. On the other hand, some concepts on which academics have focused, such as susta...
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Información del artículo El poder social sobre las marcas de destinos turísticos.
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This paper proposes the understanding of how and why individual stakeholders modify their behavio... more This paper proposes the understanding of how and why individual stakeholders modify their behaviour in the process of destination branding using by analogy the concept of adaptation borrowed from biological theory. Individuals adaptation to changes in the environment has the effect of encouraging the adaptation of the species to which the individuals belong (in this case taken as a company such as Tourism Queensland) and hence to guarantee its permanence and survival within a system. The context of this study is the process of destination branding at the Gold Coast and results shows that in order to survive within the process of destination branding, Tourism Queensland had to adapt to the collaborative environment and specialize by modifying the resources employed in the destination branding process. The context of this research is the Gold Coast VeryGC destination branding process. Considering the centrality of individuals to the understanding of adaptation, this research adopted a...
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Understanding Entrepreneurial Family Businesses in Uncertain Environments : Opportunities and Res... more Understanding Entrepreneurial Family Businesses in Uncertain Environments : Opportunities and Resources in Latin America
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Papers by Giuseppe Marzano