{"id":8644,"date":"2022-09-15T14:27:40","date_gmt":"2022-09-15T06:27:40","guid":{"rendered":"https:\/\/www2.ift.edu.mo\/NewsPortal\/?p=8644"},"modified":"2022-09-15T14:33:55","modified_gmt":"2022-09-15T06:33:55","slug":"the-show-must-go-on-and-attract-tourists","status":"publish","type":"post","link":"https:\/\/www.utm.edu.mo\/NewsPortal\/the-show-must-go-on-and-attract-tourists\/","title":{"rendered":"The show must go on \u2013 and attract tourists"},"content":{"rendered":"\u4e2d\u6587\u6458\u8981 \/ Summary in Chinese<\/span>\n

The performing arts can play a part in improving the image tourists have of a particular destination, says a piece of research involving 2 scholars from IFTM. The staging of such performances can be \u201can influential attribute\u201d for places that might otherwise lack major attractions for visitors, the researchers stated.<\/p>\n

\u201cAs such, branded performing arts programmes should be highlighted in tourism marketing efforts where appropriate,\u201d they suggested.<\/p>\n

The study was carried out by IFTM scholars Dr. Joe Zhou Yong and Dr. Soey Lei Sut Ieng, in partnership with Dr. Yan Libo from Macau University of Science and Technology. The findings were featured in the academic paper \u201cLinking tourists\u2019 performing arts experience and perceived destination image\u201d. It was published last year in the scholarly journal Tourism Recreation Research.<\/p>\n

The work was financially supported by Macau University of Science and Technology Foundation.<\/p>\n

The research was based on a survey answered by a sample of 419 tourists. They all had watched a live circus performance at an arena in a leading amusement park resort in the neighbouring mainland city of Zhuhai.<\/p>\n

The research team concluded that the staging of performing arts could be an \u201ceffective vehicle\u201d to showcase to visitors the \u201ccultural charm and the varied offerings\u201d of a particular destination. For places that lacked \u201cnatural or physical attractions\u201d but were \u201ceager to modify or improve\u201d the way they were perceived by tourists, \u201cperforming arts could be a good and easy-to-implement option in their strategy toolkit\u201d, the researchers suggested.<\/p>\n

A good performing arts experience had \u201chigh potential\u201d for \u201cenhancing destination image,\u201d stated the trio of scholars. \u201cThis is an interesting finding as previous studies have rarely investigated such relationships.\u201d<\/p>\n

\u2018Beautifier\u2019 for a destination\u2019s image<\/strong><\/p>\n

The research concluded that tourist experience of both core and supplementary services relating to a performing arts product had a \u201csignificant impact\u201d on how tourists perceived the value of that offering. This, in turn, affected tourist satisfaction, ultimately influencing how they judged in \u201ccognitive\u201d and \u201caffective\u201d terms the image of the host destination.<\/p>\n

The \u2018core service\u2019 of a performing arts offering refers to the \u2018show\u2019 or \u2018act\u2019 experience. The \u2018supplementary services\u2019 cover things such as the venue where the performance is delivered, auxiliary amenities, ticketing, and transportation to the venue.<\/p>\n

The authors of the study highlighted that Chinese tourists were less concerned about supplementary services than they were about the core service. Although performance organisers needed to ensure supplementary services were of good quality, they should consider \u201callocating more resources\u201d to develop and improve their core services for such visitors, it was suggested.<\/p>\n

The performing arts should not be limited to serving the needs of local communities, the team of scholars argued. The role played by the staging of such work could be expanded, with the performing arts becoming an \u201cimportant tourist economy activity\u201d and a \u201cdestination image beautifier\u201d.<\/p>\n

Providing theatre-based performing arts programmes to tourists was \u201can effective way\u201d of diversifying the tourist product offering of a destination, said the researchers. The diversification of products and attractions was \u201chelpful for retaining tourists\u201d timewise in a location, useful for \u201cencouraging repeat\u201d visits, and assisted in generating \u201cword-of-mouth recommendation,\u201d they added.<\/p>\n

The team of scholars said that performing arts products could \u201ccontribute to sustainable tourism development\u201d. Their research focused on performing arts performances delivered in an arena setting, which the authors described as a form of \u201calternative tourism\u201d. The benefits of this form of consumption by tourists stemmed from the fact live art products enrich tourists\u2019 experience, \u201cprolong their sojourn in the destination\u201d, and have a \u201crelatively lower negative impact on residents,\u201d the researchers stated.<\/p>\n

<\/div>\n

More info<\/strong><\/p>\n

<\/div>\n
The researchers<\/div>\nDr. Joe Zhou Yong is an Assistant Professor at IFTM. He holds a PhD from the Hong Kong Polytechnic University. His research interests centre around destination development, tourism impact and community perception studies, and event and festival tourism.<\/p>\n

IFTM Lecturer Dr. Soey Lei Sut Ieng received a PhD from the Hong Kong Polytechnic University. Her research focuses on the impact of technological innovation on consumer behaviour in the tourism and hospitality industry, with a focus on mobile applications and digital marketing.<\/p>\n

Dr. Yan Libo is an Associate Professor at Macau University of Science and Technology. He holds a PhD from the Hong Kong Polytechnic University. His academic research interests include tourist experience, tourist attractions, destination marketing, and destination management. He is on the editorial board of scholarly journal Tourism Review.
\n<\/div>\n

The paper<\/div>\n(Joe) Yong Zhou, Sut Ieng Lei and Libo Yan: \u201cLinking tourists\u2019 performing arts experience and perceived destination image\u201d, Tourism Recreation Research, Volume 46, Issue 1, pages 71 to 84, 2021.
\nhttps:\/\/www.tandfonline.com\/doi\/full\/10.1080\/02508281.2020.1785093<\/a>
\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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