Marta Disegna - Academia.edu (original) (raw)

Papers by Marta Disegna

Journal of Global Scholars of Marketing Science, 2013

Findings related to how country of origin affects consumers' product evaluations are still not co... more Findings related to how country of origin affects consumers' product evaluations are still not consistent. Previous studies are mainly based on experiments and the results related to consumer judgements come from the elaboration of scores given to semantic scale items. Considering that brand image consists of a network of associations, the aim of this research is to evaluate how country of origin affects this entire network. An experiment was conducted involving 301 Chinese subjects to test the hypothesis that country stereotypes can be transferred to brands.

Biodiversity of natural areas is rarely valuated. This paper focuses on the comparison of the sea... more Biodiversity of natural areas is rarely valuated. This paper focuses on the comparison of the seasonal recreational value of three different beach areas where biodiversity is present in different extents. Within the EU DELOS (2000-03) framework, a Contingent Valuation Method (CVM) survey, in the value of enjoyment version (VOE), was carried out in Lido di Dante (Italy), a resort where tourism is well developed and three different areas are present: one extensive natural area where biodiversity is conserved, and two smaller developed beach areas where biodiversity has been to a different extent sacrificed to tourism growth. The values of the non-marketable recreational use (such as sunbathing, walking and swimming) of the whole beach and of the three beach areas, in the status quo scenario and in two seasons (spring/summer and autumn/winter), are estimated and compared. This comparison highlights that in Lido di Dante visitors evaluate the recreational daily use in spring/summer high...

Trying to understand what comprises and infl uences visitor satisfaction is one of the most relev... more Trying to understand what comprises and infl uences visitor satisfaction is one of the most relevant areas of research for the tourism sector. Th e aim of this study is to analyse which factors infl uence overall satisfaction with visitors to the museum, with particular interest in national origin, feelings, and motivations. Th e research is based on 1,038 questionnaires collected from June to December 2011 among the visitors of the South Tyrol Museum of Archaeology (Ötzi) in Bolzano, Northern Italy. Logit models were used in order to estimate the set of independent variables which signifi cantly infl uence both the overall satisfaction of the sample and the diff erences between Italian and foreign visitors in the perception of satisfaction. Th e results suggested that the overall satisfaction was related to the national origin of respondents, their feelings and motivations. Furthermore, opinion about showrooms and other services received during the visit appears to be positively and signifi cantly related to overall satisfaction. From this knowledge, museum managers are more equipped to off er the optimal museum experience, as are museum marketers in their advertisement campaigns in Italy and abroad.

This study analyses spending behaviour of international visitors to Italy. In specific it focuses... more This study analyses spending behaviour of international visitors to Italy. In specific it focuses on the impact that visitors' satisfaction with different attributes of the trip exerts on expenditure among different service categories. Despite a general recognition by the economic literature that customer satisfaction exerts a positive effect on both economic returns and brand loyalty, very few academic studies explored the relationship between tourists' satisfaction with a destination and spending behaviour. This study focuses on the 1,030 visitors who travelled to the provinces Bolzano, Trento, and Belluno (Northern Italy), an area around the Dolomites. The Double-hurdle model with the Heien and Wessells estimator is applied. Discussion of the empirical evidence is aimed at highlighting the main relations between expenditure behaviour and satisfaction. Policy implications and managerial issues for tourism destinations are also presented.

Journal of International Food & Agribusiness Marketing, 2014

The aim of the research is to estimate the potential demand for certified clams in Italy and to i... more The aim of the research is to estimate the potential demand for certified clams in Italy and to investigate on the determinants of maximum amount that respondents are willing to pay for this product. Quantitative analysis was used based on 1,067 face-to-face interviews collected in three Italian Regions in the Northern bordering the Adriatic Sea (Friuli-Venezia Giulia, Veneto and Emilia-Romagna) carried out during 2008. The consumers' Willingness to Pay is measured using a Contingent Valuation method. In order to estimate separately the determinants of the probability that respondents are willing to pay and the maximum that they are willing to pay, a generalization of Tobit model was adopted. The results indicate that consumers are willing to pay a premium price mainly to purchase better quality products. The research provides some initial insight into consumers' WTP that can be useful for certified fish farming.

SSRN Electronic Journal, 2010

... E-mail adresses: JuanGabriel.Brida@unibz.it; marta.disegna@unive.it; Linda.Osti@unibz.it ... ... more ... E-mail adresses: JuanGabriel.Brida@unibz.it; marta.disegna@unive.it; Linda.Osti@unibz.it ... In the following years (1998) other two towns in South Tyrol, Vipiteno and Brunico, opened their Christmas markets; Trento (capital city of the nearby province of Trentino in Northern Italy ...

Tourism Culture & Communication, 2012

Many cultural events are an adoption of past rituals and traditional customs created by destinati... more Many cultural events are an adoption of past rituals and traditional customs created by destination managers in order to advance tourism development. However, to be successful, such cultural events need to be authentic and need the support of the local community and the capacity of the locals to identify themselves with what is staged. In this article, the authors analyze the perception of authenticity by tourists and local residents at Christmas Markets in Northern Italy. The main objectives of this article are to determine the level of authenticity perceived by visitors and to examine any differences between tourists and local residents. To do so, a logistic regression model was employed. The results show not only a difference between the two groups, but especially the need for local organizers to focus on the involvement of local residents in the organization of fringe events based on deeply rooted local customs. This will provide tourists with a broader experience of the local t...

Tourism Economics, 2013

This paper examines the determinants of visitors' expenditure behaviour at cultural events. T... more This paper examines the determinants of visitors' expenditure behaviour at cultural events. The authors analyse visitors' expenditure at the micro-level, dividing it into expenditure on accommodation and expenditure on food and beverages. The explicative variables taken into account are socio-demographic, economic, psychological and trip–related attributes. An ad hoc survey was conducted on the three most famous Christmas markets in the north of Italy in December 2008 and 2009. To achieve their aims, the authors use the robust double-hurdle model. The results indicate that travel purpose, region of origin, perception of the event, length of stay and age are significant factors influencing both the propensity to spend and the amount of money actually spent during visits. The findings will provide destination managers and tourism businesses with practical knowledge useful for destination marketing, event development and customer service.

Quality & Quantity, 2013

This study presents a theoretical and operational framework for analyzing repeat visit to museums... more This study presents a theoretical and operational framework for analyzing repeat visit to museums. Starting from the literature on repeat visit in tourism, the specificities of these cultural attractions are made explicit through a review of theoretical and applied works. Consistently with previous contributors, the paper suggests that the analysis of actual past behaviours has to be preferred to the one of attitudes. The application of proper econometric models is also remarked in order to put into account individual profiles. Information coming from three techniques is then used in an integrated way in order to provide a more comprehensive view of the phenomenon. Evidence from an ad hoc survey suggests the necessity to give a greater attention to perceived cultural value during the visit, promoting cultural events during the week and addressed to children, and taking care of those visitors that come from far places also through an integrated tourist supply.

Journal of Vacation Marketing, 2012

This article investigates the effect that loyalty and tourist satisfaction with a sporting event ... more This article investigates the effect that loyalty and tourist satisfaction with a sporting event have on visitors’ behavioural intention not only to revisit and recommend the event but also to revisit and recommend its nearby tourist destinations. The quantitative analysis is based on 343 self-administered questionnaires collected among the visitors of the Biathlon World Cup 2009 in South Tyrol, Northern Italy. The satisfaction variables were reduced to three factors: Services, Price, and Accessibility. Through the computation of numerous Logit models, this study shows that there is a positive relationship between the three satisfaction factors and the behavioural intention to revisit and recommend the event and its nearby tourist destinations to friends and relatives. Furthermore, loyalty to the event is strongly and positively related with the intention to revisit the event in the near future but not to revisit the destination or to recommend it to friends and relatives.

Journal of Environmental Planning and Management, 2011

... Cicia and Scarpa (2000) estimate park visitors&amp;amp;#x27; preferences in the Itali... more ... Cicia and Scarpa (2000) estimate park visitors&amp;amp;#x27; preferences in the Italian National Park of Cilento and find that the ... Therefore, these studies show that respondents prefer traditional agriculture landscapes to intensive agriculture landscapes, cultivated forest scenarios or wild ...

Expert Systems with Applications, 2012

Considering the importance of market segmentation as a marketing tool to determine promotional po... more Considering the importance of market segmentation as a marketing tool to determine promotional policies, this paper aims to contribute to the tourism literature using the two-level approach proposed by Vesanto and Alhoniemi (2000) as an alternative and effective method to conduct cluster analyses. For this purpose, an empirical study was conducted interviewing tourists who visited three different Christmas Markets in Northern Italy. The two-level approach is based on two clustering techniques used in sequence: a Self-Organizing Map (SOM) followed by a clustering algorithm. The Silhouette index (Rousseeuw, 1987) is used as a guideline during the second level in the selection process of both the best clustering techniques (between hierarchical and non-hierarchical) and the best partition. The analysis identified three cluster segments and this paper demonstrates the suitability of the clustering method adopted. In the discussion of the results, marketing and managerial implications are also highlighted.

Expert Systems with Applications, 2013

Market segmentation comprises a wide range of measurement tools that are useful for the sake of s... more Market segmentation comprises a wide range of measurement tools that are useful for the sake of supporting marketing and promotional policies also in the sector of cultural economics. This paper aims to contribute to the literature on segmenting cultural visitors by using the Bagged Clustering method, as an alternative and effective strategy to conduct cluster analysis when binary variables are used. The technique is a combination of hierarchical and partitioning methods and presents several advantages with respect to more standard techniques, such as k-means and LVQ. For this purpose, two ad-hoc surveys were conducted between June and September 2011 in the two principal museums of the two provinces of the Trentino-South Tyrol region (Bolzano and Trento), Northern Italy: the South Tyrol Museum of Archaeology in Bolzano (ÖTZI), hosting the permanent exhibition of the "Iceman" Ötzi, and the Museum of Modern and Contemporaneous Art of Trento and Rovereto (MART). The segmentation analysis was conducted separately for the two kinds of museums in order to find similarities and differences in behaviour patterns and characteristics of visitors. The analysis identified three and two cluster segments respectively for the MART and ÖTZI visitors, where two ÖTZI clusters presented similar characteristics to two out of three MART groups. Conclusions highlight marketing and managerial implications for a better direction of the museums.

Current Issues in Tourism, 2012

The aim of this paper is to analyse quantitatively the visitors' perception of authenticity in tw... more The aim of this paper is to analyse quantitatively the visitors' perception of authenticity in two different types of museums: archaeology versus modern and contemporary art. The research is based on 1,288 questionnaires collected from June to September 2011 among the visitors of the South Tyrol Museum of Archaeology (ÖTZI) in Bolzano and the Museum of Modern and Contemporary Art (MART) in Trento-Rovereto. Logit models were used in order to estimate the set of independent variables that significantly influence both the perception of the authenticity and the "virtual" choice between the two types of museums considered. The results suggested that the authenticity perception was related to peculiar authenticity-related factors and by specific socio-demographic characteristics of the interviewee, although some common elements emerge. In particular, ÖTZI authenticity is linked to its uniqueness in the world, whereas MART visitors relate authenticity to the museum's building and the perception that it was not just a tourist attraction. The empirical evidence confirms the well-known concept that authenticity perception is a dynamic experience, depending on the peculiar characteristics of the attraction analysed.

Current Issues in Tourism, 2013

The main aim of this study is to analyse the influence of the perceived authenticity of cultural ... more The main aim of this study is to analyse the influence of the perceived authenticity of cultural events and their products on shopping expenditure. The quantitative analysis is based on 1275 self-administered questionnaires collected among event attendees in three different Northern Italian Christmas Markets in 2008. In order to estimate separately the determinants of the propensity of respondents to shop

Sports: Economic, Management, Marketing & Social Aspects, Jul 11, 2011

Book for the 11th Annual International Conference on Sports: Economic, Management, Marketing & So... more Book for the 11th Annual International Conference on Sports: Economic, Management, Marketing & Social Aspects, 11-14 July, 2011, Athens, Greece. Francesca Checchinato Assistant Professor, University Ca'Foscari, Italy. Marta Disegna Assistant Professor, University Ca'Foscari, Italy. Paola Gazzola Assistant Professor, University Ca'Foscari, Italy. YouTube as Communication Tools for Sport Companies: An Analysis of Success of Videos The use of Web 2.0 tools has been significantly transforming the interaction among companies and their ...

… Proceedings of the …, 2009

The evolution of life-styles has made the modern consumers increasingly attentive to issue of env... more The evolution of life-styles has made the modern consumers increasingly attentive to issue of environmental, health and safety. In addition consumers require a blend of characteristics inspired by concepts of quality and distinctiveness. These requirements have led to the formation of a whole series of new laws and the consequent establishment of new categories of certified products (organic food, controlled production chains, typical and/or regional specialities, etc.) both in Europe and throughout the world. The Italian agrifood ...

International Journal of Monetary Economics and Finance, 2021

In extensive oil-related literature, less attention has been paid to Asia and particularly little... more In extensive oil-related literature, less attention has been paid to Asia and particularly little evidence is known for oil-refining countries. This paper examines how the economy of an oilrefining country reacts to an oil price shock and performs crosscountry comparisons with oilexporting and oil-importing countries. Singapore (oil refiner), Japan (oil importer), and Malaysia (oil exporter) have been analysed through a SVAR model using both macroeconomic and financial variables. Results show limited reactions of both macroeconomic indicators and stock returns to an oil supply shock and an oil aggregate demand shock negatively impacts economic activities. Our findings reveal that the country's status in the oil market matters is important when an oil specific demand shock is analysed. Our findings inform policymakers of the effectiveness of using monetary policy tools such as interest rate and exchange rate to mitigate the adverse effects of an oil price shock.