International Journal of Leisure and Tourism Marketing (3 papers in press)

Regular Issues

• The big state in touristification: a look into tourist perceptions on placemaking and authenticity in Melaka and George Town, Malaysia  
  by Nagathisen Katahenggam, Victor Eng-lye Wee 
  Abstract: This paper explores tourist perceptions of two heritage cities listed as a single world heritage site, with contrasting approaches towards touristification. On one hand, neo-liberal driven politics allowed for greater dominance by non-state entities, placing more emphasis on the participatory approach towards touristification in George Town. On the other hand, the presence of the state is pervasive in Melaka, shaping the physical and cultural aspects of touristification. The state utilises the touristification process to create placemaking in Melaka to fit into its socio-political needs, whereas placemaking in George Town is left to other forces. This brings into question the perceptions of both domestic and foreign tourists in their consumption of authenticity. This research utilised visual elicitation method, using photographs and videos of both cities as visual tools for semi-structured interviews. Two physical tourism attractions were selected, Melaka River Cruise and Little India Improvements District in George Town. The analysis indicates that geographic origin influences the perception and consumption of authenticity among tourists in placemaking in both cities. Domestic tourists were more receptive of state involvement in the reconstructing of heritage while foreign tourists associate it with intense commodification. State intervention in placemaking and touristification is contextualised.
  Keywords: statism; touristification; tourist perception; heritage tourism; placemaking; Malaysia.
  DOI: 10.1504/IJLTM.2024.10065394
   
  
• Testing the relationship between digital content marketing and tourism ethnocentrism in emerging tourism destinations: does tourism knowledge matter?  
  by Emmanuel Chao, David Amani 
  Abstract: This study investigated the impact of digital content marketing on tourism ethnocentrism, mediated by tourism knowledge among local residents in Tanzania. Data was collected from local residents in Tanzania through a self-administered questionnaire. The study’s conceptual model was developed and empirically tested using structural equation modelling with 352 local residents. The results indicate that tourism knowledge plays a mediating role in the relationship between digital content marketing and tourism ethnocentrism. This means that well-designed digital content marketing is an important source of tourism knowledge, which, in turn, empowers local residents with the authority and confidence to exert control over the tourism sector by providing support to the domestic tourism economy. The study recommends that destination marketing organisations invest in digital content marketing strategies as they enable key stakeholders, including local residents, to be empowered by developing tourism knowledge, which is crucial for demonstrating support for the domestic tourism economy.
  Keywords: digital content marketing; tourism knowledge; tourism ethnocentrism.
  DOI: 10.1504/IJLTM.2024.10065449
   
  
• Anime and influence on consumption  
  by Monica Chaudhary, Tashi Chaudhary 
  Abstract: This qualitative study aims to explore the motivations, involvement, and influence on consumption choices of individuals who watch anime, with a focus on the impact of anime on self-identity, consumption choices, and behaviour. The research involves in-depth interviews with a diverse group of 25 participants to gain insights into their perceptions and attitudes towards anime. The recorded interviews were transcribed and imported into NVIVO 12 software for analysis. A deductive coding approach was used to code the interview content. The findings reveal common themes across all age groups, indicating that anime serves as a significant source of entertainment and enjoyment. Participants from different age brackets express emotional connections with anime characters and storylines, with some reporting personal growth and learning through their anime experiences. The impact of anime on consumption choices is evident, with some participants indicating that anime has influenced their purchase decisions, particularly in the realm of fashion-related products. The study highlights the diversity of motivations for watching anime, including entertainment, personal growth, emotional connection, and appreciation for unique storytelling. These findings have implications for businesses seeking to engage with the anime community, presenting opportunities for brand visibility and positive brand association through anime-related products and services.
  Keywords: anime; motivation; involvement; influence; consumption; qualitative; fashion; self-identity.