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Suche nach „[D.] [Buhalis]“ hat 5 Publikationen gefunden
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    MobilF: Europan Campus Rottal-Inn

    Zeitschriftenartikel

    Katerina Volchek, R. Law, D. Buhalis, H. Song

    Exploring Ways to Improve Personalisation: The Influence of Tourist Context on Service Perception

    e-Review of Tourism Research, vol. 17, no. 5, pp. 1-16

    2020

    Abstract anzeigen

    The heterogeneity and dynamic nature of tourist needs requires an advanced understanding of their context. This study aims to investigate the effects of observable factors of internal and external contexts on tourist perceptions towards personalised information services performance. An exploratory approach is used to test measurement invariance and the moderating effects of personal, travel, technical and social parameters of the tourist context, when applicable. The findings demonstrate that contextual factors motivate tourists to attribute different meanings to the parameters of the service, that have already been personalised for them. Individually developed personalisation design solutions are required for each travel context.

    MobilF: Europan Campus Rottal-Inn

    Zeitschriftenartikel

    D. Buhalis, Katerina Volchek

    Bridging marketing theory and big data analytics: The taxonomy of marketing attribution

    International Journal of Information Management, vol. 55, no. Available online 20 October 2020

    2020

    DOI: 10.1016/j.ijinfomgt.2020.102253

    Abstract anzeigen

    The integration of technology in business strategy increases the complexity of marketing communications and urges the need for advanced marketing performance analytics. Rapid advancements in marketing attribution methods created gaps in the systematic description of the methods and explanation of their capabilities. This paper contrasts theoretically elaborated facilitators and the capabilities of data-driven analytics against the empirically identified classes of marketing attribution. It proposes a novel taxonomy, which serves as a tool for systematic naming and describing marketing attribution methods. The findings allow to reflect on the contemporary attribution methods’ capabilities to account for the specifics of the customer journey, thereby, creating currently lacking theoretical backbone for advancing the accuracy of value attribution.

    MobilF: Europan Campus Rottal-Inn

    Zeitschriftenartikel

    Katerina Volchek, A. Liu, H. Song, D. Buhalis

    Forecasting tourist arrivals at attractions: Search engine empowered methodologies

    Tourism Economics, vol. 25, no. 3, pp. 425-447

    2019

    DOI: 10.1177/1354816618811558

    Abstract anzeigen

    Tourist decision to visit attractions is a complex process influenced by multiple factors of individual context. This study investigates how the accuracy of tourism demand forecasting can be improved at the micro level. The number of visits to five London museums is forecast and the predictive powers of Naïve I, seasonal Naïve, seasonal autoregressive moving average, seasonal autoregressive moving average with explanatory variables, SARMAX-mixed frequency data sampling and artificial neural network models are compared. The empirical findings extend understanding of different types of data and forecasting algorithms to the level of specific attractions. Introducing the Google Trends index on pure time-series models enhances the forecasts of the volume of arrivals to attractions. However, none of the applied models outperforms the others in all situations. Different models’ forecasting accuracy varies for short- and long-term demand predictions. The application of higher frequency search query data allows for the generation of weekly predictions, which are essential for attraction- and destination-level planning.

    MobilF: Europan Campus Rottal-Inn

    Zeitschriftenartikel

    Katerina Volchek, R. Law, D. Buhalis, H. Song

    The Good, the bad, and the ugly: Tourist perceptions on interactions with personalised content

    e-Review of Tourism Research, vol. 16, no. 2-3, pp. 62-67

    2019

    Abstract anzeigen

    Personalisation is a critical factor in superior customer experience and retention. It is also observed to be acause ofuserfrustration. This paper challenges the assumption that accurate content personalisation always positively affects tourist perceptions on the usefulness and ease of use of the information systems. The study integrates the logic of technology acceptance and the process of human motivation to explain personalised recommender system acceptance. In-depthsemi-structuredinterviews with tourists, industry practitioners, and academic experts were used in research. The findings illustrate that the characteristics of personalised content have double and, sometimes, ambivalent influence on tourist perceptions on system performance. A comprehensive strategy is required to optimise the potential of personalisation. This study expands the understanding of tourist interactions with personalised content and calls for further exploration of the effects of information system components on user experience.

    MobilF: Europan Campus Rottal-Inn

    Beitrag (Sammelband oder Tagungsband)

    Katerina Volchek, H. Song, R. Law, D. Buhalis

    Forecasting London Museum Visitors Using Google Trends Data

    Proceedings of the ENTER2018 eTourism Conference

    2018

    Abstract anzeigen

    Information search is an indicator of tourist interest in a specificservice and potential purchase decision. User online search patterns are a well-known toolfor forecasting pre-trip consumerbehaviour, such as hotel demand and international tourist arrivals. However, the potential of search engine data for estimating thedemand for tourist attractions, which is created both before and during a trip, remains underexplored. This research note investigates the relationships between Google search queries for the most popular London museums and actual visits to theseattractions. Preliminary findings indicatehigh correlation between monthly series data. Search query data isexpected togenerate reliable forecasts ofvisits toLondon museums.