Search results for: marketing communications

Authors: Petra Barisic, Zrinka Blazevic

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In the world of modern communications, visual identity has predominant influence on the overall success of tourist destinations, but despite of these, the problem of designing thriving tourist destination visual identity and their components are hardly addressed. This study highlights the importance of building and managing the visual identity of tourist destination, and based on the empirical study of well-known Mediterranean destination of Croatia analyses three main components of tourist destination visual identity; name, slogan, and logo. Moreover, the paper shows how respondents perceive each component of Croatia’s visual identity. According to study, logo is the most important, followed by the name and slogan. Research also reveals that Croatian economy lags behind developed countries in understanding the importance of visual identity, and its influence on marketing goal achievements.

Keywords: Components of visual identity, Croatia, tourist destination, visual identity.

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Authors: Irena Durdová

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Most people know through experience and intuition what the word „sport“ means. Sport includes a combination of these configurations when it involves team competitions, tournaments, or matches in dual sports or individual sports. Sport management - it is an area of professional endeavor in which a variety of sport-related managerial careers exist and it is also an area of academic professional preparation. Exists three unique aspects of sport management: sport marketing, sport enterprise financial structures and sport industry career paths. The aim of the paper was to highlight the growing importance of sport in contemporary society, especially to emphasize its socio-economic benefits and refer to the development of sport management and marketing. The article has shown that sport contributes 2-3% to gross domestic product in the Czech Republic and that the demand for experts, specialists educated for the sports manager profession is growing.

Keywords: management, sport, sport management, marketing

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Authors: Pisit Potjanajaruwit

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The objectives of the study were to determine the marketing mix factors that influencing tourist’s destination decision making for cultural tourism in the Chonburi province. Both quantitative and qualitative data were applied in this study. The samples of 400 cases for quantitative analysis were tourists (both Thai and foreign) who were interested in cultural tourism in the Chonburi province, and traveled to cultural sites in Chonburi and 14 representatives from provincial tourism committee of Chonburi and local tourism experts. Statistics utilized in this research included frequency, percentage, mean, standard deviation, and multiple regression analysis. The study found that Thai and foreign tourists are influenced by different important marketing mix factors. The important factors for Thai respondents were physical evidence, price, people, and place at high importance level. For foreign respondents, physical evidence, price, people, and process were high importance level, whereas, product, place and promotion were moderate importance level.

Keywords: Chonburi Province, Decision Making for cultural tourism, Marketing Mixed.

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Authors: Norazah Mohd Suki, Norbayah Mohd Suki

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Online shopping enables consumers to search for information and purchase products or services through direct interaction with online store. This study aims to examine the effect of Internet marketing environment, product characteristics, familiarity and confidence, and promotional offers on consumer online shopping behavior. 200 questionnaires were distributed to the respondents, who are students and staff at a public university in the Federal Territory of Labuan, Malaysia, following simple random sampling as a means of data collection. Multiple regression analysis was used as a statistical measure to determine the strength of the relationship between one dependent variable and a series of other independent variables. Results revealed that familiarity and confidence was found to greatly influence consumer online shopping behavior followed by promotional offers. A clear understanding of consumer online shopping behavior can help marketing managers predict the online shopping rate and evaluate the future growth of online commerce.

Keywords: Internet Marketing Environment, Product Characteristics, Multiple Regression Analysis, Malaysia.

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Authors: Excellence Favor, Bakari M. M. Mwinyiwiwa, Damian D. Haule, Fakih H. Omar

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Access to information is the key to the empowerment of everybody despite where they are living. This research is to be carried out in respect of the people living in developing countries, considering their plight and complex geographical, demographic, social-economic conditions surrounding the areas they live, which hinder access to information and of professionals providing services such as medical workers, which has led to high death rates and development stagnation. Research on Unified Communications and Integrated Collaborations (UCIC) system in the health sector of developing countries comes in to create a possible solution of bridging the digital canyon among the communities. The aim is to deliver services in a seamless manner to assist health workers situated anywhere to be accessed easily and access information which will help in service delivery. The proposed UCIC provides the most immersive Telepresence experience for one-to-one or many-tomany meetings. Extending to locations anywhere in the world, the transformative platform delivers Ultra-low operating costs through the use of general purpose networks and using special lenses and track systems.

Keywords: Developing countries, Unified communications and integrated collaborations.

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Authors: H.B.Kekre, Archana Athawale, Pallavi N.Halarnkar

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Steganography, derived from Greek, literally means “covered writing". It includes a vast array of secret communications methods that conceal the message-s very existence. These methods include invisible inks, microdots, character arrangement, digital signatures, covert channels, and spread spectrum communications. This paper proposes a new improved version of Least Significant Bit (LSB) method. The approach proposed is simple for implementation when compared to Pixel value Differencing (PVD) method and yet achieves a High embedding capacity and imperceptibility. The proposed method can also be applied to 24 bit color images and achieve embedding capacity much higher than PVD.

Keywords: Information Hiding, LSB Matching, PVD Steganography.

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Authors: Maciej Mitręga

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This paper contributes to our knowledge about buyerseller relations by identifying barriers and conflict situations associated with maintaining and developing durable business relationships by small companies. The contribution of prior studies with regard to negative aspects of marketing relationships is presented in the first section. The international research results are discussed with regard to the existing conceptualizations and main research implications identified at the end.

Keywords: Relationship marketing, barriers, conflict, SME, international research.

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Authors: A. Otjen, S. Keller

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A Montana university has used applied consumer research in experiential learning with non-profit clients for over a decade. Through trial and error, a successful protocol has been established from problem statement through formative research to integrated marketing campaign execution. In this paper, we describe the protocol and its applications. Analysis was completed to determine the effectiveness of the campaigns and the results of how pre- and post-consumer research mark societal change because of media.

Keywords: Marketing, experiential learning, consumer behavior, community partner.

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Authors: Siri-Orn Champatong

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This research paper was aimed to examine the relationship between visitors’ attitude towards the service marketing mix and visitors’ frequency of visit to Bangpu Recreation Centre. Based on a large and uncalculated population, the number of samples was calculated according to the formula to obtain a total of 385 samples. In collecting the samples, systematic random sampling was applied and by using of a Likert five-scale questionnaire for, a total of 21 days to collect the needed information. Mean, Standard Deviation, and Pearson’s basic statistical correlations were utilized in analyzing the data. This study discovered a high level of visitors’ attitude product and service of Bangpu Recreation Centre, price, place, promotional activities, people who provided service and physical evidence of the centre. The attitude towards process of service was discovered to be at a medium level. Additionally, the finding of an examination of a relationship between visitors’ attitude towards service marketing mix and visitors’ frequency of visit to Bangpu Recreation Centre presented that product and service, people, physical evidence and process of service provision showed a relationship with the visitors’ frequency of visit to the centre per year.

Keywords: Frequency of Visit, Visitor, Service Marketing Mix, Bangpu Recreation Centre.

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Authors: Shu-Lu Hsu, Fang-Yi Chu

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With the advances in information and communications technology, mobile context-aware applications have become powerful marketing tools. In Apple online store, there are numerous mobile applications (APPs) developed for destination tour. This study investigated the determinants of adoption of context-aware APPs for destination tour services. A model is proposed based on Technology Acceptance Model and privacy concern theory. The model was empirically tested based on a sample of 259 users of a tourism APP published by Kaohsiung Tourism Bureau, Taiwan. The results showed that the fitness of the model is well and, among all the factors, the perceived usefulness and perceived ease of use have the most significant influences on the intention to adopt context-aware destination APPs. Finally, contrary to the findings of previous literature, the effect of privacy concern on the adoption intention of context-aware APP is insignificant.

Keywords: Mobile Application, Context-Aware, Privacy Concern, TAM.

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Authors: Maia Seturi

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One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.

Keywords: Marketing research, brand, branding principles, brand awareness, brand originality.

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Authors: Heejin Lee, Yeonjoo Kim, Kyungrak Sohn

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We present a white LED-based optical wireless communication systems for indoor ubiquitous sensor networks. Each sensor node could access to the server through the PLC (Power Line Communication)-Ethernet interface. The proposed system offers a full-duplex wireless link by using different wavelengths to reduce the inter-symbol interference between uplink and downlink. Through the 1-to-n optical wireless sensor network and PLC modem, the mobile terminals send a temperature data to server. The data transmission speed and distance are 115.2kbps and about 60cm, respectively.

Keywords: Visible light communications, LED lighting, powerline communications, ubiquitous sensor networks, full-duplex links

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Authors: Shu-Ning Liou

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The main purpose of this study was to establish Professional Competency Contents for International Marketer in Taiwan. To establish these contents a set of interviews with international marketing managers and three rounds of Delphi Technique surveys were employed. Five international marketing managers were interviewed for discussions on definitions, framework, and items of international marketing competency. A questionnaire for the " Delphi Technique Survey " was developed based on the results acquired from the interviews. The resulting questionnaire was distributed to another group of 30 international marketer of trading companies in Taiwan. After three rounds of Delphi Technique Survey with these participants, the "Contents of Professional Competency for International Marketer " was established. Five dimensions and thirty indicators were identified. It is hoped that the proposed contents could be served as a self-evaluation tool for international marketer as well as the basis for staffing and training programs for international marketer in Taiwan.

Keywords: Professional competency, International marketer, Delphi technique

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Authors: Zeeshan Hamid, Sarwar Mehmood Azhar, Hammad Basir

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In today’s era, it is no news that organizations should demonstrate honest conduct as well as ethical administration. Therefore, the concept of corporate social responsibility (subsequently CSR) has created its tag upon the company’s focal point as well as marketing communications, and will continue in the future. The importance of CSR has increased in the last decade, and this concept has attracted global attention. The notion of CSR has strategic significance for many organizations. However, businesses are not adapting the activities of CSR that benefit to all of its stakeholders (including society). The main reason is the practitioners are unfortunately unable to comprehend its importance; and therefore, the activities of the CSR are so detached from the business activities. Hence, it is required to develop an understanding that the activities of CSR are not only beneficial for the society but it also benefit to business. This paper focuses on the concept of strategic CSR, and develops a theoretical framework that will help practitioners to filter and chose the activities of CSR that are strategic in nature.

Keywords: Economic responsibility, ethical responsibility, legal responsibility, philanthropic responsibility, strategic corporate social responsibility, value chain activities filter.

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Authors: Liang Zhao, Jianhua Ge

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In this paper, we proposed a novel receiver algorithm for coherent underwater acoustic communications. The proposed receiver is composed of three parts: (1) Doppler tracking and correction, (2) Time reversal channel estimation and combining, and (3) Joint iterative equalization and decoding (JIED). To reduce computational complexity and optimize the equalization algorithm, Time reversal (TR) channel estimation and combining is adopted to simplify multi-channel adaptive decision feedback equalizer (ADFE) into single channel ADFE without reducing the system performance. Simultaneously, the turbo theory is adopted to form joint iterative ADFE and convolutional decoder (JIED). In JIED scheme, the ADFE and decoder exchange soft information in an iterative manner, which can enhance the equalizer performance using decoding gain. The simulation results show that the proposed algorithm can reduce computational complexity and improve the performance of equalizer. Therefore, the performance of coherent underwater acoustic communications can be improved greatly.

Keywords: Underwater acoustic communication, Time reversal (TR) combining, joint iterative equalization and decoding (JIED)

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Authors: Hasnida Abdul Wahab, Shahrina Md Nordin, Lai Fong Woon, Hasrina Mustafa

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There has been a growing emphasis in communication management from simple coordination of promotional tools to a complex strategic process. This study will examine the current marketing communications and engagement strategies used in addressing the key stakeholders. In the case of fertilizer industry in Malaysia, there has been little empirical research on stakeholder communication when major challenges facing the modern corporation is the need to communicate its identity, its values and products in order to distinguish itself from competitors. The study will employ both quantitative and qualitative methods and the use of Structural Equation Modeling (SEM) to establish a causal relationship amongst the key factors of stakeholder communication strategies and increment in consumers- choice/acceptance and impact on financial performance. One of the major contributions is a conceptual framework for communication strategies and engagement in increasing consumers- acceptance level and the firm-s financial performance.

Keywords: Consumers' acceptance, financial performance, stakeholder communication strategies.

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Authors: Edward P. Guillen, Julián J. López, Cesar Y. Barahona

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Powerline Communications –PLC– as an alternative method for broadband networking, has the advantage of transmitting over channels already used for electrical distribution or even transmission. But these channels have been not designed with usual wired channels requirements for broadband applications such as stable impedance or known attenuation, and the network have to reject noises caused by electrical appliances that share the same channel. Noise control standards are difficult to complain or simply do not exist on Latin-American environments. This paper analyzes PLC throughput for home connectivity by probing noisy channel scenarios in a PLC network and the statistical results are shown.

Keywords: Power Line Communications, OFDM, Noise Analysis, Throughput Analysis, PLC, Home Network.

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Authors: O. Bouhlel, N. Mzoughi, D. Hadiji, I. Ben Slimane

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This research assesses the value of the brand personality and its influence on consumer-s decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence the brand trust as well as the attachment and commitment. The levels of sensitivity and involvement have an impact on the brand personality and the related variables to it.

Keywords: Attachment, Brand personality, Commitment, Involvement, Mobile marketing, Purchase intention, Sensitivity, Trust.

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Authors: Andrej Miklošík, Petra Horváthová, Štefan Žák

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Nowadays companies in all sectors are looking for the sources of competitive advantages. Holistic marketing approach searches for their emergence based on the integration of all components and elements across the organization. Modern marketing sees the sources of competitive advantage in implementing the latest managerial practices, motivation, intelligent project management, knowledge management, collaborative marketing, CSR and, in the recent years, also in the business process optimization. With the use of modern tools including business process management and business process modelling the company can markedly increase its internal efficiency which can lead not only to lowering the costs but to creating the environment for optimal customer care, positive corporate culture and for origination of innovations as well. In the article the authors analyze the recent trend in this area and introduce suggestions to companies to identify and optimize the key processes that have a significant impact of the company´s competitiveness.

Keywords: business process optimization, competitive advantage, corporate social responsibility, knowledge management

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Authors: Hung Tuan Nguyen

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In this paper, with the purpose of further reducing the complexity of the system, while keeping its temporal and spatial focusing performance, we investigate the possibility of using optimal one bit time reversal (TR) system for impulse radio ultra wideband multi-user wireless communications. The results show that, by optimally selecting the number of used taps in the pre-filter the optimal one bit TR system can outperform the full one bit TR system. In some cases, the temporal and spatial focusing performance of the optimal one bit TR system appears to be compatible with that of the original TR system. This is a significant result as the overhead cost is much lower than it is required in the original TR system.

Keywords: Time reversal, optimal one bit, UWB, multi-user interference, inter symbol interference

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Authors: P. Vel, H. Mubarak, M. A. Malak

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The elements for success in the service industry for many organizations have been studied and quantified. They range from effective performance evaluation and management to adequately implementing seven P’s. However, the success story of every organization is unique. What might work for one organization might not for another as every company is inherently distinctive. In this paper, the strategic framework behind the success of Liberty Automobiles Dubai is captured. The primary data necessary for this paper was collected through in-depth interviews with the managers for sales, service and marketing as well as the group general manager. Subsequently, the key areas that led to the success of Liberty Autos will be discussed in this paper.

Keywords: Services marketing, automotive retailing, and retailer success.

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Authors: H. El-Kamchouchi, Heba Gaber, Fatma Ahmed, Dalia H. El-Kamchouchi

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Proxy signature scheme permits an original signer to delegate his/her signing capability to a proxy signer, and then the proxy signer generates a signing message on behalf of the original signer. The two parties must be able to authenticate one another and agree on a secret encryption key, in order to communicate securely over an unreliable public network. Authenticated key agreement protocols have an important role in building secure communications network between the two parties. In this paper, we present a secure proxy signature scheme over an efficient and secure authenticated key agreement protocol based on the discrete logarithm problem.

Keywords: Proxy signature, warrant partial delegation, key agreement, discrete logarithm.

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Authors: Han-yuh Liu, Chia-yen Wu

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Truly successful bloggers, navigating the public to know them, often use their blogs as a way to better communicate with customers. Integrating with marketing tools, storytelling can be regarded as one of the most effective ways that businesses can follow to gain competitive edge. Even though the literature on marketing contains much discussion of traditional vehicles, the issue of business blogs applying storytelling has, as yet, received little attention. In the exploration stage, this paper identifies four storytelling disciplines and then presents a road map to business blogging. This paper also provides a two-path framework for blog storytelling and initiates an issue for further study.

Keywords: Storytelling, business blog, blog content, blog position, blog navigation.

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Authors: Sittichai Charoensettasilp, Chong Wu

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This study employs sampling of 400 Thai people who live in Bangkok and have used air transportation to travel. A random convenience sampling technique is used to collect data. The results found that at 0.05 significance level the differences of means of Thai consumers’ expectations (before) and satisfaction (after) receiving services in the service marketing mix, the results of all aspects are different both in general and for each aspect of the service marketing mix. Average levels of expectations before receiving services are higher than satisfaction after receiving services in all aspects, as well. When analyzing further to the correlation between average means, the means of expectations before receiving services are higher than those of satisfaction after receiving services in general. As in all aspects of the service marketing mix, any aspect that has a big difference between expectations before receiving services and satisfaction after receiving services has low correlation.

Keywords: Domestic Low-Cost Airlines, Expectation Before Receiving Services, Relationship, Satisfaction After Receiving Services, Thai Consumers.

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Authors: Shadi Janbabaei, Hossein Gharaee Garakani, Naser Mohammadzadeh

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Internet of things is a new concept that its emergence has caused ubiquity of sensors in human life, so that at any time, all data are collected, processed and transmitted by these sensors. In order to establish a secure connection, the first challenge is authentication between sensors. However, this challenge also requires some features so that the authentication is done properly. Anonymity, untraceability, and being lightweight are among the issues that need to be considered. In this paper, we have evaluated the authentication protocols and have analyzed the security vulnerabilities found in them. Then an improved light weight authentication protocol for sensor-to-sensor communications is presented which uses the hash function and logical operators. The analysis of protocol shows that security requirements have been met and the protocol is resistant against various attacks. In the end, by decreasing the number of computational cost functions, it is argued that the protocol is lighter than before.

Keywords: Anonymity, authentication, Internet of Things, lightweight, untraceablity.

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Authors: Hilmi Rafet Yüncü

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Today Internet has very important role to promote products and services all over the world. Companies and destinations in tourism industry use Internet to sell and to promote their core products to directly potential tourists. Internet technologies have redefined the relationships between tourists, tourism companies, and travel agents. The new relationship allows for accessing and tapping tourism information and services. Internet technologies ensure new opportunities to available for the tourism industry, including travel accommodation, and tourist destination organizations. Websites are important devices to the marketing of a destination. Most people make a research about the destination before arriving via internet. Governments have a considerable role in the process of marketing tourism destinations. Governments make policies and regulations; furthermore, they help to market destinations to potential tourists. Governments have a comprehensive overview of the sector to see changes in tourism market and design better policies, programs and marketing plans. At the same time, governments support developing of alternative tourism in the country with regulations and marketing tools. The aim of this study is to analyse of an Internet website of governmental tourism portal in Turkey to determine effectiveness about gastronomy tourism. The Turkish government has established a culture portal for foreign and local tourists. The Portal provides local and general information about tourism attractions of cities and Turkey. There are 81 official cities in Turkey and all these cities are conducted to analyse to determine how effective marketing is done by Turkish Government in the manner of gastronomy tourism. A content analysis will be conducted to Internet website of the portal with food content, recipes and gastronomic feature of cities.

Keywords: Content analysis, culture portal, gastronomy tourism, Turkey.

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Authors: Wataru Yamazaki, Hironori Hiraishi, Fumio Mizoguchi

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In this paper, we describe a rule-based message passing method to support developing collaborative applications, in which multiple users share resources in distributed environments. Message communications of applications in collaborative environments tend to be very complex because of the necessity to manage context situations such as sharing events, access controlling of users, and network places. In this paper, we propose a message communications method based on unification of artificial intelligence and logic programming for defining rules of such context information in a procedural object-oriented programming language. We also present an implementation of the method as java classes.

Keywords: agent programming, logic programming, multi-media application, collaborative application.

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Authors: Suguru Yoshioka, Satoshi Tojo

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This paper introduces a temporal epistemic logic CBCTL that updates agent-s belief states through communications in them, based on computational tree logic (CTL). In practical environments, communication channels between agents may not be secure, and in bad cases agents might suffer blackouts. In this study, we provide inform* protocol based on ACL of FIPA, and declare the presence of secure channels between two agents, dependent on time. Thus, the belief state of each agent is updated along with the progress of time. We show a prover, that is a reasoning system for a given formula in a given a situation of an agent ; if it is directly provable or if it could be validated through the chains of communications, the system returns the proof.

Keywords: communication channel, computational tree logic, reasoning system, temporal epistemic logic.

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Authors: Rajkumar Samanta, Abhishek Pal

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The demand of high quality services has fueled dimensional research and development in wireless communications and networking. As a result, different wireless technologies like Wireless LAN, CDMA, GSM, UMTS, MANET, Bluetooth and satellite networks etc. have emerged in the last two decades. Future networks capable of carrying multimedia traffic need IP convergence, portability, seamless roaming and scalability among the existing networking technologies without changing the core part of the existing communications networks. To fulfill these goals, the present networking systems are required to work in cooperation to ensure technological independence, seamless roaming, high security and authentication, guaranteed Quality of Services (QoS). In this paper, a conceptual framework for a cooperative network (CN) is proposed for integration of heterogeneous existing networks to meet out the requirements of the next generation wireless networks.

Keywords: Cooperative Network, Wireless Network, Integration.

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Authors: Emmanuel Selase Asamoah, Miloslava Chovancová

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When choosing marketing strategies for international markets, one of the factors that should be considered is the cultural differences that exist among consumers in different countries. If the branding strategy has to be contextual and in tune with the culture, then the brand positioning variables has to interact, adapt and respond to the cultural variables in which the brand is operating. This study provides an overview of the relevance of culture in the development of an effective branding strategy in the international business environment. Hence, the main objective of this study is to provide a managerial framework for developing strategies for cross cultural brand management. The framework is useful because it incorporates the variables that are important in the competitiveness of fast food enterprises irrespective of their size. It provides practical, proactive and result oriented analysis that will help fast food firms augment their strategies in the international fast food markets. The proposed framework will enable managers understand the intricacies involved in branding in the global fast food industry and decrease the use of 'trial and error' when entering into unfamiliar markets.

Keywords: culture, branding strategy, marketing mix, mass customization, standardization

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