TOURISM RESEARCH PUBLICATIONS
BY ERAN KETTER
In order to generate insights and novel solutions, Eran Ketter's (PhD) professional work is based on active research, constantly developing new knowledge. Dr. Ketter is the co-author of the world-renowned books: "Tourism marketing for Developing Countries" (Palgrave Macmillan) and “Media Strategies for Marketing Places in Crisis” (Elsevier-BH), and a serious of COVID-19 travel sentiment market research reports for the European Travel commission. Dr. Ketter is the author of numerous research publications, market research reports and policy papers for NTBs, DMOs and leading tourism organizations.
Media Strategies for Marketing Places in Crisis
"Tourism marketing for Developing Countries"
Tourism Toolbox for Heritage Sites Managers
The Council for Conservation of Heritage Sites in Israel
The COVID-19 crisis had created an opportunity for European tourism to restart better with a refocusing of priorities: promoting responsible travel in Europe and working with a consolidated and consistent approach towards natural, social and economic sustainability. The report spotlights consumers’ attitudes towards responsible travel, based on a primary market research of 36,000 European in 10 high-volume source markets (with MINDHAUS)
Conducting numerous market research reports for the European Travel Commission, monitoring sentiment and short-term intentions for domestic and intra-regional travel within Europe, in light of the COVID-19 crisis. Data was collected from Europeans in 10 high-volume source markets and included over 50,000 respondents (with MINDHAUS)
In-depth marketing strategy report for the IMOT Facebook and Instagram pages, having over 6m followers. Among others, the report guides page structure and architecture (being managed in 6 languages), content themes based on the brands’ core values and tools to enhance user generated content and users’ engagement. During the process of conducing and implementing the strategy, Israel tourism had two record-breaking years with 41% growth in inbound tourism.
Despite the global closure during the Covid-19 pandemic in March-May 2020, destinations continued to market themselves. Focusing on digital marketing used during the pandemic, the current study examines which digital marketing strategies were used by NTBs during this tourism crisis. The research method of qualitative content analyses was employed, analyzing digital ads and videos launched between March and July 2020 on official YouTube channels of the world’s top 40 most-visited countries. The research findings offer a new typology which includes six marketing strategies that can serve scholars and practitioners in the research and mitigation of future crises caused by pandemics.
Ketter, E. and Avraham, E. (2021). #StayHome Today So We Can #TravelTomorrow: Tourism Destinations’ Digital Marketing Strategies During the Covid-19 Pandemic. Journal of Travel & Tourism Marketing.
In recent years, the tourism literature has demonstrated a growing interest in the concept of resilience and its implications for travel and tourism. However, the research of resilience in tourism is still in its early stages and there are many challenges ahead. In response to these challenges, the current study examines how tourism destinations are practising recovery and resilience in the face of crisis. The results of the study indicate the use of both crisis management practices and tourism resilience tactics by these destinations. Taking the perspective of the resilience theory, the findings of the study demonstrate that, following a crisis, destinations will focus on re-orienting the tourism system and regenerating tourism growth. These responses include investment in infrastructure and facilities, product development, market development and conduct structural reforms. The outcomes of the study contribute to the understanding of resilience tactics and its practices by global destinations, and shed a new light on the relations between tourism destinations, tourism crisis and tourism resilience.
Ketter, E. (2021). Bouncing Back or Bouncing Forward? Tourism Destinations’ Crisis Resilience and Crisis Management Tactics. European Journal of Tourism Research.
Millennials travel more than any other generation and they account now for some 40 percent of Europe’s outbound travel. As Millennials travel peaks, the current study aims to shed light on European Millennials, their characteristics and travel behaviors, and how their travel trends are shaping the present - and future - of the tourism industry. The common characteristics and travel behaviors of Millennials drive four key tourism micro-trends: creative tourism, off-the-beaten-track tourism, alternative accommodation and fully-digital tourism. Based on the growing importance of Millennials in global travel, these micro-trends are re-shaping supply and demand and transform the tourism and hospitality industries.
The study provides a novel understanding of Millennial travel, their characteristics and travel behaviors. The micro-trends identified are affecting destinations, hotels, attractions and other tourism businesses, as they re-define what tourists want and how they want it. Furthermore, these change drivers are expected to increase as Millennial travel continues to grow.
Ketter, E. (2020). Millennial travel: tourism micro-trends of European Gen Y. Journal of Tourism Futures.