REVIEW OF THE RELATED LITERATURE
In the realm of destination competitiveness, conventional perspectives often adopt a supply-side
orientation, overlooking the vital aspect of how tourists perceive competitiveness. However, a study by
Xu et al. (2024), dives into this crucial dimension by scrutinizing destination competitiveness from the
viewpoint of tourists, particularly emphasizing safety concerns in the post-COVID-19 era. Through focus
groups and personal interviews involving 73 participants from mainland China and Hong Kong, the study
discerned four distinct classes of competitive destinations: ideal, mundane, enigmatic, and fiasco. Ideal
destinations, embodying both allure and safety, emerged as exceptionally competitive choices,
contrasting sharply with fiasco destinations, perceived as unappealing and unsafe. This classification
emphasizes the intricate interplay between safety considerations and traditional aspects of destination
appeal, thereby enriching understanding of the factors influencing tourists' perceptions of destination
competitiveness.
In the context of present study into the factors influencing tourists' decisions on destinations for
relaxation, this study holds particular significance. It accentuates the heightened relevance of safety
considerations following the COVID-19 pandemic, especially for travelers seeking relaxation destinations.
The delineation of destination classes based on appeal and safety not only elucidates tourists' decision-
making processes but also furnishes a conceptual framework for devising targeted destination marketing
strategies. Understanding how different types of destinations are perceived by tourists in terms of safety
and appeal can inform policy interventions aimed at enhancing destination competitiveness in the
relaxation tourism sector. Thus, by integrating the insights gleaned from this study into our literature
review, we can offer a comprehensive analysis of the multifaceted factors shaping tourists' destination
choices and their implications for destination management and marketing endeavors.
The investigation’s exploration of destination competitiveness from the tourist's perspective,
with a particular focus on safety considerations, provides a valuable lens through which to examine our
research topic. By elucidating the nuanced relationship between safety and destination appeal, the study
contributes to a deeper understanding of tourists' decision-making processes and the competitive
landscape of relaxation tourism destinations. Integrating these insights into the present literature review
enhances the richness and relevance of analysis, offering valuable implications for both theory and
practice in destination management and marketing.
In response to the evolving landscape of tourism post-COVID-19, scholars have increasingly
turned their attention to alternative tourism forms, aiming to understand shifting consumer behaviors
and preferences. Giannoukou et al. (2023) studied the concept of alternative tourism, particularly
focusing on camping and the emerging trend of Glamping. Alternative tourism, characterized by its
departure from traditional mass tourism models, reflects a growing desire among travelers for unique
and immersive experiences in natural settings.
The concept of Glamping, a fusion of camping and luxury accommodation, has gained traction as
a novel tourism marketing trend. Giannoukou et al. (2023) provide insights into the evolution of
Glamping and its adoption across various locations. They conduct a profile analysis of tourists who opt
for Glamping, highlighting distinctions from conventional campers. Through this examination, the study
contributes to a deeper understanding of the preferences and motivations of Glamping enthusiasts.
Furthermore, Giannoukou et al. (2023) undertake a focused behavioral study, surveying a sample of
individual campers to investigate their preferences for luxury camping experiences. By analyzing data
and extracting behavioral patterns, the study uncovers valuable insights into the appeal of Glamping
among different traveler segments.
In the context of sustainable tourism development, the research highlights the potential of
Glamping as a modern tourism model with long-term sustainability benefits. The authors advocate for
the development of innovative tourism services and the utilization of contemporary digital marketing
channels to promote Glamping as a viable alternative to traditional mass tourism practices.
In their study, Cooper and Buckley (2021) propose a novel perspective on leisure tourism,
positing that destination choice can be perceived as an investment in mental health maintenance. This
perspective frames destination marketing measures as akin to mental health investment prospectuses,
aimed at aligning tourist desires with destination offerings. The authors emphasize the relevance of a
mental health framework, particularly in the context of parks and nature tourism destinations, where
the benefits of nature for mental health are well-established.
The study employs a large-scale qualitative approach to investigate tourists' perceptions and
choices regarding destination selection, both before and during the COVID-19 pandemic. Cooper and
Buckley (2021) reveal that tourists' decisions contain strong components related to mental health and
well-being, with preferences influenced by autonomous information sources and varying according to
tourists' origins.
Interestingly, the authors highlight distinctions in messaging strategies employed by parks
agencies versus tourism enterprises and destination marketing organizations. While parks agencies
emphasize factual cognitive aspects, such as the ecological significance of destinations, tourism
enterprises and destination marketers adopt affective approaches that appeal to tourists' mental health
and well-being. This nuanced understanding of how different stakeholders frame their messaging
underscores the multifaceted interplay between destination marketing, mental health considerations,
and tourist decision-making processes.
In general, Cooper and Buckley's (2021) study contributed valuable insights into the role of
mental health in driving destination choice, marketing strategies, and the matching of tourist desires
with destination offerings. By illuminating the strong association between tourism and mental health,
particularly in nature-based destinations, the study underscores the importance of incorporating mental
health considerations into destination marketing efforts.
References:
Xu, J. (Bill), McKercher, B., & Ho, P. S.-y. (2024). Tourists’ perceptions of the competitive destination.
Retrieved from https://journals.sagepub.com/doi/abs/10.1177/13567667241236490
Giannoukou, I., Fafouti, E., & Halkiopoulos, C. (2023). Behavior Analysis of Glamping as a Novel Tourism
Marketing Trend. Retrieved from: https://doi.org/10.1007/978-3-031-29426-6_34
Cooper, M.-A., & Buckley, R. (2021). Tourist Mental Health Drives Destination Choice, Marketing, and
Matching. Retrieved From: https://doi.org/10.1177/00472875211011548
