In this article, we investigate the relation between customer loyalty and social media engagement. Two dimensions of customer loyalty are considered: affective and conative loyalty. We distinguish two forms of social media engagement: consuming of social media (passive engagement) and contribution to social media (active engagement). In a survey among 1,050 customers of a travel agency, the level of engagement of customers with the company’s social media activities is measured in relation to their degree of loyalty. Results show a partial positive relationship between social media engagement and customer loyalty: only consuming social media is directly related to affective loyalty.
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How to reduce carbon emissions and contribute to climate change mitigation? For years the carbon-intensive travel industry has been struggling with this question. Research has addressed the relation between climate change and tourism (e.g., Gössling et al 2015; Becken, 2013; Gössling, 2010; Gössling et al 2010; Bows et al, 2009). Their work produced models and measurement methods, and recommended mitigation policies and actions (Scott, 2011; Dwyer et al, 2010; Gössling et al 2010; McKercher, 2010). Major industry players have since adopted carbon reduction measures in their CSR policies (Thomas Cook group, 2015; TUI Group, 2015). However, the bulk of the travel industry consists of SMEs that typically have limited resources available for CSR. CARMACAL may offer a solution for the sector at large. CARMACAL is a user-friendly application that enables tour operators to accurately measure the complete carbon footprint of their tour packages and integrate carbon management in their business (CSTT, 2016a). The industry acknowledged its relevance: in April 2016 CARMACAL won the WTTC Tourism for Tomorrow Innovation Award
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By use of a literature review and an environmental scan four plausible future scenarios will be created, based on the research question: How could the future of backpack tourism look like in 2030, and how could tourism businesses anticipate on the changing demand. The scenarios, which allow one to ‘think out of the box’, will eventually be translated into recommendations towards the tourism sector and therefore can create a future proof company strategy.
Client: Foundation Innovation Alliance (SIA - Stichting Innovatie Alliantie) with funding from the ministry of Education, Culture and Science (OCW) Funder: RAAK (Regional Attention and Action for Knowledge circulation) The RAAK scheme is managed by the Foundation Innovation Alliance (SIA - Stichting Innovatie Alliantie) with funding from the ministry of Education, Culture and Science (OCW). Early 2013 the Centre for Sustainable Tourism and Transport started work on the RAAK-MKB project ‘Carbon management for tour operators’ (CARMATOP). Besides NHTV, eleven Dutch SME tour operators, ANVR, HZ University of Applied Sciences, Climate Neutral Group and ECEAT initially joined this 2-year project. The consortium was later extended with IT-partner iBuildings and five more tour operators. The project goal of CARMATOP was to develop and test new knowledge about the measurement of tour package carbon footprints and translate this into a simple application which allows tour operators to integrate carbon management into their daily operations. By doing this Dutch tour operators are international frontrunners.Why address the carbon footprint of tour packages?Global tourism contribution to man-made CO2 emissions is around 5%, and all scenarios point towards rapid growth of tourism emissions, whereas a reverse development is required in order to prevent climate change exceeding ‘acceptable’ boundaries. Tour packages have a high long-haul and aviation content, and the increase of this type of travel is a major factor in tourism emission growth. Dutch tour operators recognise their responsibility, and feel the need to engage in carbon management.What is Carbon management?Carbon management is the strategic management of emissions in one’s business. This is becoming more important for businesses, also in tourism, because of several economical, societal and political developments. For tour operators some of the most important factors asking for action are increasing energy costs, international aviation policy, pressure from society to become greener, increasing demand for green trips, and the wish to obtain a green image and become a frontrunner among consumers and colleagues in doing so.NetworkProject management was in the hands of the Centre for Sustainable Tourism and Transport (CSTT) of NHTV Breda University of Applied Sciences. CSTT has 10 years’ experience in measuring tourism emissions and developing strategies to mitigate emissions, and enjoys an international reputation in this field. The ICT Associate Professorship of HZ University of Applied Sciences has longstanding expertise in linking varying databases of different organisations. Its key role in CARMATOP was to create the semantic wiki for the carbon calculator, which links touroperator input with all necessary databases on carbon emissions. Web developer ibuildings created the Graphical User Interface; the front end of the semantic wiki. ANVR, the Dutch Association of Travel Agents and Tour operators, represents 180 tour operators and 1500 retail agencies in the Netherlands, and requires all its members to meet a minimum of sustainable practices through a number of criteria. ANVR’s role was in dissemination, networking and ensuring CARMATOP products will last. Climate Neutral Group’s experience with sustainable entrepreneurship and knowledge about carbon footprint (mitigation), and ECEAT’s broad sustainable tourism network, provided further essential inputs for CARMATOP. Finally, most of the eleven tour operators are sustainable tourism frontrunners in the Netherlands, and are the driving forces behind this project.
INCLAVI will address the skills mismatches that exist in the aviation sector related to the freedom of movement of persons with disabilities and accessibility requirements in line with the EC Strategy for the Rights of Persons with Disabilities 2021-2030.The project accomplishes this through rigorous cooperation between key global industry and labour market actors combined with a world-class HEI and VET consortium. INCLAVI will also further improve the collaboration between HEIs and VET.INCLAVI will design and co-create a new training curriculum utilising expertise from HEI, VET and Industry Actors to support the reskilling of aviation sector employees and key target groups who have a role in the passenger journey of PwDs from door to door. The training will address students and professionals in areas of work related to travel agencies, airports, and airlines.
This project aims to analyse, measure and communicate climate-friendly (and regular) travel options to important medium-haul European tourism destinations for the German market, including islands. It should contribute to the reduction of tourism emissions by increasing the share of rail and bus in German origin-destination transport, in part via a handbook for travel agencies.
