assessing tour

Team Evaluations: The Most Efficient Way to Evaluate Your Tour Guides

Surprisingly few companies do regular team evaluations (hopping on a tour, watching their guides, then going over the results with the them afterward)..

Prefer to listen & watch?  This article has a video version.

And I get why. It takes time and resources to properly run team evaluations.

However, when you inevitably need to create some sort of hierarchy (who gets booked for tours first, for example) the criteria tend to be based on things that have less to do with the actual customer experience and more to do with operations.

The one I see most often is prioritizing guides who have the most flexible availability.

I am not a fan of this system for a few reasons.

First, a guide’s flexibility has nothing to do with their quality.

If your most flexible guide is your least amazing guide, why would you want to reward them with more tours?

Second, a subjective preference system can create frustration amongst guides.

Doing regular team evaluations is the easiest way to do a true quality check of your experiences.

To do it properly, you need to be clear on what makes your brand unique, and how that should be executed by your guides. ​ In this article, I’ll share the criteria I use most often when running team evaluations and give some tips on how to evaluate without stressing your guides out.

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Criteria i use most often on guide evaluations..

I like to have a check-off list separated into three sections;

• before the tour
• during the tour
• after the tour.

Each item on the list should be communicated ahead of time to guides so they know what’s expected of them & what they’re being evaluated on.

When I run the evaluation (I recommend doing it yearly), guides will get one point for each item checked off the list.

That way, if you need to list guides hierarchically in the future, you have a ‘score’.

Any items not checked off can then be discussed with the guide directly (ideally in a one-on-one meeting with their manager). ​ Keep in mind that this is for guides you’ve already hired so it’s less about, ‘are they a good guide’ (hopefully you haven’t hired a bad one…) and more about, ‘are they executing a tour that represents our brand & is consistent with tours our other guides are doing.’

1. Brand points.

These are things taken from the brand & company values, distilled into practical things. Typically I offer 1 point per item checked off so that, should guides need to be listed hierarchically for something, you have a score all ready.

For example; (for the tours that are all about connecting you with ‘local culture’)

• Taught guests how to say ‘hello’ in the local language
• Gave at least one personal recommendation of a local shop or restaurant to visit

(for small-group tours that offer more access to your tour guide)

• Chatted one-on-one with each guest at least once during the tour

(for the tours that make you feel completely taken care of)

• Offered guests individual directions at the end of the tour
• Checked-in with guests halfway through the tour to see if expectations were being met

(for tours that pride themselves on highly-qualified guides)

• Gave their credentials in their introductions (e.g. their education, or their passion for a particular topic)

2. Company expectations .

These are the things guides are simply expected to do as employees (and should be made very clear during onboarding).

For example;

• Is wearing at least two pieces of branded gear
• Arrived at the meeting point at least 15min before the tour start
• Sent a post-tour email
• Talks about the company in their tour introduction
• Has a 50% review-ratio*

*Normally I steer away from things a guide doesn’t have 100% control over, however, if you give your guides proper training on  how to achieve a 5-star review , I think it’s a non-subjective number you can include in their evaluation.

3. Objective guide skills.

These are the results of good guiding skills. Each guide is different and might have a different style or approach, but the effect should be the same. The description is a bit general, but it should be clear to guides what each means & you should offer training/resources on how to achieve each of these.

• The tour has a clear, and interesting  theme
• The tour has a clear and  impactful ending
• The tour is interactive
• The tour has at least one surprise ‘wow’ moment

Related articles:

The Secret to Being an Excellent Tour Guide: Mastering the Invisible Skills

How to Create Responsible Tours Even When Your Guests Take Buses and Planes.

Evaluate your guides without stressing them out..

Very few of us perform well when our manager is looking over our shoulder… Here are some ways you can put them at ease so that they can be their best.

1. Make it about the brand.

Assure your guides that you hired them for a reason and that you’re happy with their work (this is where reviews come in handy, even if  I’m not a huge fan of using reviews alone  for evaluation). Instead, make this about brand consistency across tours.

Explain to your team the importance of brand consistency, especially when you have a diverse guide team (more especially when you have multiple destinations). The check-list should not be personal, it should be about the ‘brand points’ being hit on every single tour.

2. Make it about the tour.

There are multiple benefits of regularly hopping on your own tours, so you can make this about evaluating the tour as opposed to the guide.

Bring the guide in on it ahead of time, letting them know that you’re there to make sure the tour content still feels fresh and that the route is the most efficient.

You can even schedule time with them afterward (buy them a tea or a beer- it goes a long way!) to get their feedback on the tour that they know so well.

Would they cut anything? Have they started to include any material that should be included in the tour training?

3. Make it about the guests.

Going on your tours is  an amazingly free way to do market research . Maybe you’re ALSO evaluating the guides but you can let them know that your main purpose here is to talk to guests.

Again, bring the guides in on it. Ask them if they have any thoughts on guests’ reaction to the tours, to the content, if they’d change anything.

4. Use a mystery shopper.

If you just really don’t have the time, it’s very easy to outsource your team evaluations.

There are many companies that offer professional Mystery Shopping (and I’m always available for helping you create your own branded guide evaluations in addition to doing the mystery shopping), however, it doesn’t have to be an expensive solution.

If your evaluation check-list is easy enough to understand for a layperson, you can offer to friends and family to join the tour if they fill out an evaluation.

If you have multiple destinations, you can offer free tours for employees, including tour guides (something that’s been really successful for me when trying to create brand consistency across tours) with the requirement that they fill out an evaluation form (other guides are often guides’ toughest critics).

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10 Easy Ways to Make your Guided Tours More Interactive

• by Claire Bown
• October 27, 2021 January 8, 2022

10 EASY WAYS TO MAKE YOUR GUIDED TOURS MORE INTERACTIVE

Introduction, the traditional lecture-style guided tour is dead, long live the interactive tour, well, it’s not actually, it’s still alive and kicking in some quarters but in my opinion it shouldn’t be. , traditional lecture-style ‘walk and talk ‘ guided tours with an expert guide are still fairly common and in some places are still a standard way of ‘presenting’ an historic site, a city or a museum to the public., things have definitely changed in the last 10 years since i started this journey of teaching others how to transition to a more discussion-based approach, but there is still work to be done., if you feel you talk too much on your tours or you overshare information, this podcast episode is for you. if you would like to have more interaction with your participants then today i’m sharing 10 easy ways you can implement now to make your tours more interactive – that means more of a two-way conversation rather than a one-way lecture., so, here are 10 easy ways to make your guided tours more interactive., #1 ask questions, when you ask guides how they can create more interaction on their guided tours, the first thing they always say is that you need to ask more questions., but asking more questions doesn’t guarantee interaction, especially if those questions are the wrong questions. we’ve talked often on this blog about questions – you could say that it was a pet-subject of mine, but there is a reason for this., getting good at asking the right questions is key to making your programmes more interactive. and this takes work and practice..

You need to know the difference between open and closed questions and when to use them. You need to know how to use follow-up questions, clarifying or reframing questions. You need to study questions. And do this regularly.

Be a student of questions and get really good at it because asking great questions is key to interactivity. You could even keep a question journal with your favourite questions and new ones that you’ve heard.

You will need to ask open-ended questions or use thinking routines to improve interaction, jump-start discussions and make everyone feel part of the discovery process in your guided tours., go back to these posts to study questions in more detail – the 5 golden rules for asking brilliant questions , 10 common mistakes to avoid when asking questions and how to use artworks to improve your questioning skills . and make a commitment to yourself to work on your questions., #2 use your introduction to set expectations for interaction, use your introduction at the start of your tour to set expectations for interaction., you should:, introduce yourself, the organisation you’re working for (if appropriate), introduce the programme (what you’re going to do), and ask questions of the visitors to get to know them, all of these 4 elements can be utilised as a way of getting more interaction into your programme., in your introduction to yourself – don’t forget to mention your role. for interaction and participation, you don’t want to position yourself as the expert (even if you are an expert in your field), you need to think of yourself as the orchestrator or facilitator or the guide-on-the-side ., once you’re introduced yourself, you can then introduce the organisation if you’re working as part of a team in a museum or cultural organisation and the programme. you can share the theme of the tour, what they might be seeing/exploring and how long it’s going to take., you should also add some statements about the type of programme it is going to be:, state that it’s going to be an interactive experience and that you are discovering things together., say that all comments and questions are welcome and that there are no right or wrong answers., tell them what to expect during their time with you. set them up for active participation not a passive experience of listening, by stating this up front, you are setting the tone for interaction ., finally you need to ask your participants questions – these can be closed questions because you are keen on finding out information about them. remember, not too many of these types of questions in a row or your participants will feel like they are being grilled. find out their prior knowledge and attitudes. these valuable insights into their backgrounds will help you personalise and structure your tour and in turn, create more interaction., #3 observe your group, pay close attention to the participants in your group. you need to be regularly assessing how people are responding to you., there is a skill to being able to pick up on discrete and subtle clues in your participants’ behaviour. look for verbal & non-verbal clues and pay attention to body language, do a quick scan of your group and look out for who is smiling (and who is not), how people are standing and how much space there is between people. now look for other clues, facial expressions, posture and body language too., once you’ve observed you can try to make sense of what you’ve been ‘reading’., don’t jump to conclusions – for example arms folded or crossed could mean someone is fed up or bored or simply don’t know what to do with their arms whilst they are standing in front of a painting. continue to gather further information throughout and pay close attention to your group. become an observer of behaviour., #4 create a warm and welcoming environment, on a guided tour, you want to make sure that all participants feel happy to interact with you – you want to create a welcoming and friendly atmosphere that encourages participation and involvement from the start. you want to make sure that all participants feel that their contributions are valued and understood by the facilitator – ie you., use your facilitation skills and good questioning techniques throughout to make sure everyone feels comfortable about participating and sharing., don’t forget to welcome everyone to the session and make sure you find out something about the participants., not just who they are and where they come from, but what they already know about the subject at hand. it’s good to know where everyone is coming from so that you can tailor content accordingly., likewise, check in with participants throughout, observe them and ‘check the temperature’ of the group from time to time., continue to pay attention to what’s not being said but you can observe from them. use humour or gentle questions to encourage participation from even the most reticent of participants., but don’t force, interaction and participation is encouraged but never required., #5 make them curious, provoke curiosity within your group to get them itching to find out more., you can use thinking routines to explore artworks and objects and to stimulate curiosity, bring up memories and connections and encourage participants to share personal stories., making your thoughts about an object visible, bringing your ‘wonderings’ out into the open and having conversations about objects can be an uplifting and sometimes even a transformative experience., ask the question ‘what are you wondering about’ throughout your tour to find out what your participants are really curious about and to share information accordingly., and model curiosity yourself – the more curious and enthusiastic you are, the more infectious it will be, #6 use visual aids, you can use a variety of props and visual aids to make your guided tours more interactive. pencils and notepads are useful for your participants. you may want visitors to sketch an entire object or to write down things they are observing., post-it notes are also great for getting people to note down short phrases or words., tactile objects are great to pass around (in a safe way according to covid guidelines) to explore texture., these kinds of hands-on materials can be really helpful in explaining objects from the past and from different cultures., for the visually impaired, handling objects is a way of making collections more accessible., for any visitor incorporating senses other than seeing offers visitors a richer understanding of the objects in the collection., you could bring in tactile objects for example, marble samples or metal, or sensory objects – bring in spices to smell or you could share tools that were used by artists or workers., you can use photographs, artist’s letters, video clips, listen to music (you can pass around or show on ipad)., for family groups i used to have a whole box of props and visual aids and this included magnifying glasses, torches, viewfinders and stopwatches., #7 vary your activities, include a variety of multi-modal ways of working. don’t rely solely on discussion and talking., you could include movement when looking at objects or artworks – looking at something from far away and close up, doing a 360 look around a sculpture, changing places with someone on the other side, looking from below and above., you could also get one or all of your group to assume the pose of a figure in a painting or sculpture., they could step inside a character and act – how would that person move, what might they say how would they say it, you could also wear a hat, or some type of clothing or carry a prop to become a character., aside from movement and acting, you could incorporate short writing and listening exercises into your tours – do this in small amounts to start with to experiment and explore the possibilities., keen an eye on the time though – these activities will take up more time and you may need to plan your route accordingly., #8 change the way your group works, don’t always interact as a large group. use different devices to encourage more voices to interact with you and with each other., use a pair-share to ask participants to turn to their neighbours and discuss something., use small groups to work on different questions or activities. you could also assign different roles within the groups – such as notetaker and spokesperson so that you can include everyone to do something., it changes the group dynamic and changes up the energy in the room – if the group are low on energy, break them up into smaller groups and you will see the interaction fly again, how can pausing help with interactivity it sounds a little bit counterintuitive. but, bear with me., allow yourself to pause every so often. don’t feel like you have to fill every space with words., pause after you ask a question and allow wait time. pause after you say something of impact and importance that you want them to remember., there is more potential for interaction if you pause., it helps give your participants time to process what you’ve been saying and time for them to get their thoughts together., longer pauses allow time for people to listen to each other too., a longer wait time will signal that you are prepared to value the answers that your participants are about to give., so, do allow for pauses throughout to increase interactivity, #10 allow agency and autonomy, give the group some choice over what they do and see. these don’t have to be big choices (remember you are in control of group management and for ensuring the group has a safe and enjoyable time with you), but a small amount of agency and autonomy, makes participants feel as though they are part of the process and not just tagging along with your planned route., it also gives them shared ownership of the tour and a feeling of more control., and these are all good things that will encourage more interaction. here are some suggestions:, ask your group to find another painting in the room that connects with one you’ve already been discussing, ask participants to choose between several choices for the next stop, give them 5 mins to explore an artwork or object in the room that they are curious about and then to report back., or get them to ask you questions. give your audience a chance to ask you 10 rapid quick-fire questions., these are all great strategies for increasing a feeling of agency and autonomy within the group and for making them feel like they have more control and as a result they will interact with you more, so, there you have it – 10 easy ways to make your guided tours more interactive. simple things that you can apply today to get more 2-way engagement going on in your tours., i’d love for you to give them a go. if you do, share with me how you get on. , you can find me on instagram most days and every friday i send out a weekly newsletter full of inspiration and ideas – i share one thing to watch, one to read and one to listen to every week and all the upcoming classes and courses too., privacy overview.

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Assessing 360-Degree Guided Virtual Tour Video as a Viable Tourism Destination Marketing Tool: An Affective Appraisal Theory Approach

• Anderson Ngelambong
• Dahlan Abdullah
• Nur’Hidayah Che Ahmat
• Wan Rusni Wan Ismail
• Sri Handajani
• Luthfiyah Nurlaela
• Mar 18, 2024

1 Anderson Ngelambong, 2 Dahlan Abdullah, 3 Nur’Hidayah Che Ahmat, 4 Wan Rusni Wan Ismail, 5 Sri Handajani and 6 Luthfiyah Nurlaela

1,2,3,4 Faculty of Hotel and Tourism Management, Universiti Teknologi MARA Cawangan Pulau Pinang, Malaysia

5,6 Department of Home Economics, Universitas Negeri Surabaya, Indonesia

DOI: https://dx.doi.org/10.47772/IJRISS.2024.802121

Received: 12 February 2024; Accepted: 16 February 2024; Published: 18 March 2024

Due to the intense competition, tourism destinations confront greater challenges with marketing, branding, and positioning. Although virtual tours are increasingly viewed as a potential innovative marketing tool to attract tourists worldwide, empirical research in this area is rather limited. The study examines consumers’ affective appraisals of 360-degree video virtual tours of tourism destinations. A qualitative content analysis was employed in which YouTube’s 360-degree guided virtual tour video with 90 comments of 1,087 total words was analyzed. Using the Voyant Tool software, the study found that viewers generally have a positive sentiment toward the 360-degree guided virtual video tourism destination. This positive sentiment indicates the potential success of 360-degree video-guided virtual tourism destinations in providing a satisfying and immersive experience for the audience. Practically, the study offers valuable insights for destination marketing organizations to leverage on a 360-degree guided virtual tour video. Theoretically, the study contributes to the virtual tourism literature by extending the application of affective appraisal theory to the destination marketing domain. Further empirical work is suggested to validate and support the current study’s findings.

Keywords: 360-degree video, Guided tour, Virtual tourism, Destination marketing

INTRODUCTION

In the digital marketing era, it is evident that virtual reality technologies are increasingly being used to promote tourism destinations (Oncioiu & Priescu, 2022). Research shows that virtual reality, particularly head-mounted virtual reality, enhances presence and positively influences the destination image (Adachi et al., 2020). Additionally, virtual reality makes the mental imagery more detailed, and the person feels more present during the experience, raising the destination experience. The tendency of travel being associated with an exploration of new environment and novel experiences suggests the viability of virtual reality in promoting individuals visit to tourism destinations (Martins et al., 2017). The role of virtual reality as a means of destination marketing is drawing increasing supports as an effective way of facilitating big scale virtual visits to tourist destinations (Li and Chen, 2019). However, the advancement of digital technologies brings many difficulties that require great attention from destination marketers (Scott et al., 2017).

In the light of growing competition, tourism destinations face more difficulties in promotion, branding, and positioning, because it is hard to prevail over the stronger opponents while using traditional strategies (Fyall, 2018). The growing competitive forces and global attraction of the market have promoted the extensive exploitation of virtual reality in the tourism sector (Moorhouse, 2019). Particularly, Wu and Lai (2021) emphasized the widespread use of virtual reality technologies like 360-degree videos in improving the image of a destination and making it different from competitors. The use of 360 video guided virtual tours in destination marketing can have a favorable effect on the attitudes and behavioral intentions of consumers (Rahimizhian, 2020). These tours have been successful to invoke curiosity, promote involvement and stimulate reflection, particularly of sites that are relatively unknown or unattainable (Petousi et al., 2023). The power of virtual reality videos is that they can generate the feeling of presence, shape the image of the destination, and affect the viewers’ emotions towards the presented destination (Wu & Lai, 2021). Since this technology is still in its infancy, empirical research on its impact on growing countries in Southeast Asia such as Malaysia is still relatively lacking (Adnan, 2022; Osman, 2022).

Several recent research studies have highlighted the importance of human psychology in understanding the influence of 360-degree videos (for example, Kelling et al., 2017; Austin Azofra et al., 2021; Oh et al., 2021). However, limited studies show how viewers’ emotional reactions are influenced during a guided virtual tour in a 360-degree setting. Individuals’ emotional assessment plays a role in cognition and is vital in various theories related to thinking and emotions (Musch & Klauer 2003). According to a literature review conducted by White et al. (2017), emotional evaluations can be automatically triggered by stimuli such as 360-degree videos without requiring cognitive processing to understand the stimulus characteristics. Compared to 2D video ads, 360-degree video promotions are more likely to evoke stronger positive emotions (Ausin Azofra et al., 2021). Since emotions can influence behavior and decision-making processes (Van der Pligt et al. 1997), assessing individuals’ emotional responses to 360-degree videos is crucial.

Despite the efforts of numerous studies to comprehend digital marketing innovations, a deeper understanding and theory-based research addressing the user’s affective experience in a 360-degree guided virtual tour video context are needed. Thus, this study aims to explore the underlying mechanisms by which the affective appraisal of 360-degree guided-virtual tour videos is formed. To achieve the research purpose, the study conducts a qualitative content analysis that analyzes comments on YouTube’s 360-degree guided virtual tour video. The significance of the study is twofold. Theoretically, this study contributes to the existing body of knowledge on digital marketing innovations, explicitly focusing on the underexplored realm of user affective experience within the context of 360-degree guided virtual tour videos. On a practical level, destination marketers can leverage this knowledge to tailor their strategies, enhancing the effectiveness of 360-degree guided-virtual tour videos for diverse audiences.

LITERATURE REVIEW

Evolution of Virtual Tourism

The tourism industry is opening to opportunities and ways of using technology due to advancements in the field (Beck et al., 2019). According to Peštek and Sarvan (2020), integrating technology could greatly influence how visitor needs and experiences are catered to from a consumer perspective. Destination marketers are embracing technologies for reasons, the primary motivations being the appeal of the global market and competitive pressures (Moorhouse, 2019). Peštek and Sarvan (2020) highlighted that virtual technology offers potential for use in tourism for planning, travel management well, and technology-driven marketing of destinations. Virtual reality stands out as a tool for promoting travel (Adachi et al., 2020) capable of reaching an audience worldwide (Chirisa, 2020). Through virtual reality applications, destination marketers can craft an image for tourist spots, which can be shared consistently with people beyond those locations (Oncioiu & Priescu 2022).

Most studies so far have investigated virtual reality as a marketing tool for communication and promotion during the pre-travel stage, with a particular focus on behavioural facets (Beck et al., 2019). According to Bogičević et al. (2019), virtual reality is highly important in “daydreaming” about an ideal accommodation before being physically present at the destination. It evokes more powerful mental pictures about the destination and makes it more present, which lead to more enjoyable travel. An et al. (2021) further elaborated that virtual reality travel has several aspects, including temporal distortion, telepresence, and concentrated attention, and improves visitors’ sensation of flow. Lin et al. (2020) stated that VR stimulates the intentions of slow travellers by encouraging observational travel, arousing nostalgia, and fostering slower, more immersive tourism experiences. 360-degree videos, one of the newest VR technologies, are an effective marketing tool that can positively affect consumer perceptions and behavioural intentions toward a travel location (Rahimizhian et al., 2020).

Role of 360-degree Video Guided Virtual Tour in Destination Marketing

Nassani et al. (2021) referred to 360-degree video-guided virtual tours as immersive media that substitutes for location-based experiences but enables users to be guided through a location via a narrator and view it remotely. It is interactive storytelling based on experiential media that gives a tourist a different way to access a tourism destination and an alternative form of enjoying the tour (Argyriou et al., 2020). 360-degree videos offer viewers an interactive and immersive experience by presenting spherical representations that provide a realistic panoramic view of environments. Numerous studies point to the subjective tendency of 360-degree videos to be employed in destination marketing. According to Spielmann and Orth (2021), virtual tours with 360-degree views can raise intention, lowering implied understanding, increasing authority, and increasing the likelihood of experience. Virtual reality in tourism has the prospect of inducing a feeling of presence, forming the destination image, and influencing viewers perceptions of the destination (Wu et al., 2021). The introduction of 360-degree virtual tour video techniques such as route tapestries can improve users’ navigation and decrease visual disorientation (Li et al., 21). With the advancement of 360-degree video, virtual reality consumption is rapidly becoming mainstream in tourism marketing campaigns (Rahimizhian et al., 2020).

YouTube and 360-degree Video User-Generated Content

The digital marketing evolution is having a considerable effect on the tourism industry. Social media channels, especially the YouTube platform, are taking a central role in destination marketing (Tiago et al. 2019). YouTube, with over 2.7 billion users, demonstrates its power as one of the main channels for travel and tourism marketing (Shewale, 2023; Sambhanthan et al., 2020). The uniqueness of the platform in gathering communities becomes a foundation as the mixed content from professionals, users, and influencers collectively brings images and definitions to destinations (Tiago et al., 2019). YouTube 360-degree videos play an instrumental role in shaping consumer opinions and attitudes towards destinations, which in turn drive their intention to visit (Prasetio & Hati, 2022). These impacts are much more severe when working alongside extrinsic motivators that enhance this pleasure and intention to visit (Rahimizhian et al., 2020). Feng et al. (2019) stressed that the traditional ad format of 360-degree video works best with a narrative approach. They emphasize the role of stories in such ads in preventing information overload and shaping the way viewers perceive the ad and the brand, reminding everyone of the power of precious stories in the world of advertising.

A growing number of countries have embarked on using 360-degree video to promote their destinations. Serkal (2017) reported that Dubai Tourism created a series of immersive 360-degree videos that allowed viewers to experience the city’s iconic landmarks, such as the Burj Khalifa, the Burj Al Arab, and Dubai’s coastline. The videos were widely shared online and helped to generate interest in Dubai as a travel destination. In India, Kerala Tourism (2023) developed a website that featured 360-degree video tours of different regions and landmarks in the south Indian state, which includes Ranipuram hills, Kozhikode beach, and Ezharakund waterfalls. The 360-degree virtual tours are accessible via smartphones, desktops, and head-mounted devices, which allow viewers to experience the destination’s natural beauty and cultural heritage. In Southeast Asia, Tourism Malaysia (2023) is starting to recognize 360-degree video as a powerful marketing tool. They collaborated with Insta360 to showcase Langkawi’s natural beauty and cultural heritage through immersive 360-degree videos to attract more visitors and boost the tourism economy.

Affective Appraisal Theory as the Underpinning Theory

The Affective Appraisal Theory is relevant to this research, especially with respect to the potential of the 360-degree videos to induce a wide variety of emotional experiences (Toet et al., 2020). From an operational point of view, this theoretical framework captures emotions alongside the subjective assessment of affective arousal in particular contexts (Israel & Schönbrodt, 2019). It includes cognitive processes associated with appreciation, valence, intensity, goal obstruction, novelty, and other dimensions of an event or situation (Jokinen & Silvennoinen, 2020). According to Affective Appraisal Theory, emotions do not respond only to what happened but are also driven by an individual appraisal of the event (Metts, 2015). This process of evaluation considers the person’s objectives, knowledge, and task environment and combines all these elements to reveal a range of subjective emotional experiences (Luo & Chea, 2018). The theory has been used in a variety of research areas, for example, human-computer interaction (Jokinen & Silvennoinen, 2020) and human-virtual reality experiences (Meuleman & Rudrauf, 2018).

Although understanding an individual’s affective state in human-technology interactions is crucial, there are a scarce number of studies that have explored the affective reaction in relation to 360-degree videos. Ausin-Azofra et al. (2021) examined the influence of prefrontal brain activity and emotions in the comparison of 2D and 360-degree videos, indicating that 360-degree videos evoke more positive emotions when it comes to advertising. In a similar study, Oh et al. (2021) found that while beautiful landscapes similar to 360-degree videos of virtual reality technology may emotionally attract viewers, these desirable experiences do not always lead to stronger persuasion. In the field of tourism destinations, Kelling et al. (2017) explored reactions, emotions, and perceptions triggered by a 360-degree video promotion of an airport and the local attractions and highlighted the crucial unique content and emotional attachment of such videos. In addition, Oncioiu and Priescu (2022) pointed out that the use of virtual reality in destination marketing with such tools as 360-degree video tours may change both the desire to travel and the experiences on site, turning it into a keystone of planning in the industry.

RESEARCH METHOD

Research Approach

The investigation employed a qualitative content analysis approach as the chosen methodology for the pursuit of its objectives. Content analysis of a qualitative nature is an effective research approach for studying social media discourse because it is flexible and helps in identifying new research questions (Parker et al., 2011). According to Marying (2004), textual data analysis requires researchers to systematically analyze the text data to produce themes or categories, thereby allowing them to delve into the data. Using qualitative content analysis, researchers are able to analyze text data, create typologies, sort data into different categories, and count how many times each theme or category has appeared. The flexibility and usability of the software are in different domains, for example, examining the use of social media in writing education (Jones & Robbins, 2016). In addition, Snelson (2016) underlines the strength of qualitative content analysis, as a method suitable for a variety of social media research contexts, including the analysis of Facebook posts, tweets, and YouTube videos. In addition, Rodriguez and Storer (2020) reveal the utility of this method in a descriptive analysis of social media data, especially when using topic modeling techniques.

Data Collection Procedure

This study focuses on YouTube, which is considered a powerful social media platform for destination marketing, particularly in the hospitality industry (Sambhanthan, 2020). The study focuses on a 360-degree guided video tour shared on YouTube. By searching for “360-degree video guided virtual tour tourism destination” on YouTube’s search engine, several channels offering tours of tourism destinations were identified. A prominent YouTube channel that specializes in producing popular tourism destination virtual reality and 360-degree videos was chosen for the study. The selection was based on the channel’s popularity (64,000 subscribers), the quality of the 360-degree video (option for 4K or 8K resolution), and the video contents related to 360-degree video-guided virtual tours of tourism destinations.

Only one 360-degree video-guided virtual tour from the YouTube channel was selected to ease data management and reduce bias. It was deemed suitable for this study as it aligns with the aim of the current study, which is to explore viewers’ affective responses related to their 360-degree virtual guided tour video experience. The selected 360-degree video-guided virtual tour was uploaded on February 25, 2021; the duration is 9.04 minutes; it was liked by 2,600 people and viewed by more than 960,368 people worldwide. This indicates the video content’s adequacy, recency, and relevancy to the target audience (Gaus et al., 2021).

Based on the chosen 360-degree video-guided virtual tour, non-random purposive sampling was used to select relevant reviewers’ comments. The sampling approach is appropriate for qualitative investigations in which the researcher seeks informants with the greatest in-depth understanding of the subject under investigation (Elo et al., 2014). Only comments made in the English language were included in the corpus for further analysis. This prevents misinterpretation of comments posted in other languages (Huang et al., 2016). Based on these criteria, 90 comments were included as valid samples for the study. The comments were copied word-for-word from the YouTube 360-degree video-guided virtual tour and transferred to a Microsoft Word document. Though publicly accessible data such as the number of likes, views, and comments on public posts can be used for research purposes (Schumann, 2022), great care has been taken to protect the privacy and confidentiality of the 360-degree video-guided virtual tour viewers.

DATA ANALYSIS AND RESULTS

The data was analyzed using Voyant Tools, a free online software widely used for textual analysis. The software has five main interactive analytical tools: trends, cirrus, summary, contexts, and reader. Additionally, the interface of Voyant Tools includes the other 29 support capabilities, and the displayed analytics may be readily adjusted by the user using the interface. A wide range of input types, such as URLs, plain text, HTML, XML, PDF, RTF, and Microsoft Word, are within its capabilities.

In the data preparation stage, the data was cleansed before performing the content analysis. This required eliminating any special characters or markup tags, an essential step in getting ready to use the chosen text-mining software (Maceli, 2015). Subsequently, the function of the Stopwords was employed to refine the text analysis findings. The most often used terms in any language, such as conjunctions, articles, prepositions, and pronouns, are eliminated when using the Stopwords option because they don’t contribute much to the text that has to be examined. Some highly common words, such as “the,” “a,” and “you,” are automatically excluded by Voyant Tools and added to the Stopwords list, which can be reviewed and modified by clicking the settings button in the Summary tool’s header area. Other superfluous terms like “haven’t,” “ok,” and “it’s,” were added to the Stopwords list to be eliminated from the data analysis. Using the Voyant Tools, additional lightweight text analytics techniques were performed in addition to word clouds, including word frequency lists, frequency distribution graphs, and keywords in context.

A total of 90 comments with 1,087 total words were analyzed. Overall, most of the 360-degree video-guided virtual tourism destination comments are positive. This indicates viewers’ favorable attitude towards the 360-degree video-guided virtual tourism destination. The use of positive adjectives such as “wonderful,” “amazing,” and “beautiful” indicates a positive sentiment. Viewers admire the 360-degree video-guided virtual tour content and their overall experience. This positive sentiment suggests the viability of 360-degree video-guided virtual tourism destinations in providing a satisfying and immersive experience for the audience. Figure 1 shows the most frequently associated words with the word video across the corpus.

Figure 1. The Most Frequent Words Associated with the Word Video Across the Corpus

Many comments show appreciation, such as “Wonderful video dear. I enjoyed watching” and “Thank you! Amazing video.” These remarks highlight the viewers’ responses, highlighting the pleasure they felt during the virtual tour. The evidence of words like “wonderful” and “amazing” suggests a strong positive emotional response. Some viewers recognize the quality of the virtual immersive experience, mentioning features like the 3D aspect and expressing enthusiasm for the technology; “ It’s cool, right? The virtual 3D is awesome too!” This statement reveals that viewers are not intrigued by the destination but by the technological elements that enhance their virtual journey. One comment stands out for acknowledging how the video offers an experience of travel; “This is amazing…this is just like traveling!” This observation underscores how effective the 360-degree video is in replicating a travel experience, satisfying a longing for exploration when actual travel may not be feasible. Furthermore, expressions of thanks and praise further underscore how well received the video is; “Beautiful, thank you for the video” and “ Congratulations. Beautiful video.” The remarks imply gratitude for the work that went into making and presenting the virtual tour. Additionally, a statement such as “I feel this video great pleasure when cannot going out for tourism” suggests that experiencing virtual tourism brings happiness and contentment, especially when faced with limitations on physical travel.

Upon examining the word clouds generated by the most commonly occurring ideas across the datasets, our research initially reveals that five terms stand out as the most pertinent across the entire corpus: video (28), VR (17), thank (14), great (11), and 360 (9). Figure 2 indicates the word cloud visualization of the most frequent words across the corpus.

Figure 2. Word Cloud Visualization of Most Frequent Words Across the Corpus

Focusing on these five most frequently found words in the corpus, it is observed that the term “video” was recorded as the most mentioned word by viewers. This suggests that viewers highlighted their experiences with the attributes associated with the 360-degree video-guided virtual tour. Statements that relate to this include:

“Nice video . I recently went to Venice too, it’s a really beautiful city.”

“My best friend, wonderful video dear. I enjoyed watching.”

“Congratulations. Beautiful Video .”

The most significant attributes associated with the 360-degree video-guided virtual tour cited by the viewers are “VR” and “360.” These two terms identify the type of immersive video technology they experienced.

“Watching this in VR is extremely satisfying! I can’t wait to see Venice in person.”

“Try using Anaglyph glasses while having VR headset on for best experience.”

“My kiddos watched this on their new VR headsets and LOVED it.”

“Good video 360 degree.”

“The best videos in 360° I’ve ever seen.”

The term “great” signifies the outcome of their experience and the workmanship of the channel. Several viewers mentioned:

“I would love for it to last longer… still, it’s great !”

“I feel this video great pleasure when cannot going out for tourism.”

“Great job, guys, really! Nice choice of the viewpoints and time, short and informative info, good language!”

“Great job with the tour.”

The results also indicated the viewers were grateful for the 360-degree video-guided virtual tour experience. This evidence, with the term “thank you,” was recorded as the third most frequent word found in the dataset. Statements associated with the term “thank you” as follows:

“Beautiful, thank you for the video.”

“This is simply incredible! Wow! Thank you!”

“I was able to have a valuable experience. Thank you.”

The research findings shed some light on individuals’ reactions to and judgment of the 360-degree guided virtual tour video and present them as an innovative destination marketing tool. The positive responses from the viewers are the leading indicators of the success of these videos in provoking emotions. The words “wonderful,” “amazing,” and “beautiful” used by viewers represent their experiences and imply a true liking for the virtual tours they are watching. These positive emotional reactions conform to the available literature about virtual reality and 360-degree videos in the destination marketing, thereby, affirming their capacities to strengthen the sense of presence, induce mental imagery, and positively affect people’s perception of destinations (Adachi et al., 2020; Bogićević et al., 2019). The viewers’ comments clearly show the appealing aspect of the 360-degree video-guided tours with the viewers being eager about the virtual experience and agreeing that such videos can provide an experience close to actual traveling.

Virtual reality and 360-degree attributes identified in viewer comments emphasize the importance of these features in the overall affective appraisal. There is no doubt that fans of virtual reality technology enjoy its possibilities, and some argue that using additional 360-degree video devices would increase the immersive effect. This integration is perfect for modern digital tourism destination marketing since new technologies are crucial in attracting the audience and providing attractive experiences (Martins et al., 2017). In such a fast-evolving environment, destination marketers need to be flexible and open to new technologies and trends in the industry. For destinations to remain competitive, ongoing observation of interactive components and digital marketing approaches is necessary. Early adopters of advanced technologies get more attention from audiences and become the leaders in digital tourism marketing. Such flexibility gives users an improved viewing experience and an edge in the dynamic digital environment.

Appreciation and praise in viewers’ comments emphasize the worth of the effort spent in making and presenting the tour. In addition to the destination itself, production quality and storytelling significantly influence viewers’ positive evaluations. Destination marketers can exploit this knowledge by showcasing the destination and accentuating the thoughtfulness and immersive aspect of the content of their virtual tours. To improve viewer response, destinations should invest in superior 360-degree video production techniques such as using new technological characteristics, updating camera equipment to have high-quality images, accepting virtual reality’s development, and using interactive features to improve virtual tourism. By embracing 360-degree video technology, destination marketers can offer memorable unique experience that can contribute to positive users’ perceptions, attitudes, and behaviors toward tourism destinations.

The evidence of viewers expressing joy and satisfaction, particularly in the context of restricted physical travel such as the COVID-19 pandemic, highlights the potential of 360-degree video-guided virtual tours to serve as a source of pleasure and fulfillment. In challenging circumstances where travel may be limited, virtual tourism experiences can provide an alternative means for individuals to explore and enjoy new destinations. Destination marketers should prioritize storytelling as a crucial element of virtual tourism content. Crafting narratives that evoke emotions and resonate with viewers enhances the emotional connection between the audience and the destination. 360-degree video-guided virtual tours: storytelling goes beyond showcasing visuals; it creates a memorable and immersive experience. Destination marketers can employ skilled storytellers or collaborate with professionals to weave narratives that captivate audiences and leave a lasting impression, contributing to positive affective experiences and strengthening the destination’s reputation.

The study attempted to explore the underlying mechanisms by which the affective appraisal of 360-degree guided virtual tour videos is formed. Based on the qualitative content analysis of YouTube’s 360-degree guided-virtual tour videos, it can be concluded that 360-degree video-guided virtual tourist destination videos can serve as a viable innovative marketing tool. Theoretically, the study contributes to the underexplored area of user affective experience in the context of a 360-degree video-guided virtual tour. Also, it contributes to the current body of knowledge on digital destination marketing innovations. Practically, the acknowledgment of the significance of promoting tourism destinations and emphasizing virtual tour content’s immersive and technological features pertains to destination marketers. Understanding the perceptions and emotional experiences of viewers are essential for improving the effectiveness of 360-degree guided virtual tour videos. It is anticipated that 360-degree video technology will become a major force in revolutionize tourism destination marketing.

This study has limitations that should be addressed in future evaluations of 360-degree video technology. Initially, since the research relied on user-generated comments from a particular YouTube channel, it’s possible that the conclusions cannot be applied to other 360-degree virtual tour platforms or films. A larger dataset, including various platforms and channels, can be investigated for a more thorough knowledge of audience responses. Second, although the study concentrated on qualitative content analysis of viewer comments, a quantitative analysis might reveal additional information about the frequency of themes and attitudes. To further improve the depth of comprehension, surveys or the use of advance sentiment analysis technologies could be used to measure viewer feelings more consistently. Finally, the study did not investigate the influence of 360-degree video-guided virtual tour on behavioral intentions or actual travel decisions; instead, it focused on the emotive appraisal of the material. Subsequent quantitative investigations may explore the relationship between favorable emotional experiences gained from virtual tourism and ensuing travel-related actions.

Even with the study’s shortcomings, the findings are still useful to inform future research directions. Continuous research is vital to stay abreast with the recent advancements and trends in digital tourism destination marketing. This is because digital technologies constantly evolve, making it significantly more challenging for destination marketing organizations to keep up with new advances. For destination marketers to continue to be effective in a digital landscape that is continuously shifting, it will be necessary for them to investigate and modify their strategies continually following the feedback they receive from users and the advancements that have been made in technology.

ACKNOWLEDGEMENT

The authors would like to thank the Universiti Teknologi MARA and Universitas Negeri Surabaya for the research funding under the International Research Matching Grant (100-TNCPI/INT 16/6/2 (060/2021).

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• Table of Contents
• Troubleshooting Guide
• A Model for Getting Started
• Justice Action Toolkit
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• Facilitation of Community Processes
• Community Health Assessment and Planning
• Section 21. Windshield and Walking Surveys

Chapter 3 Sections

• Section 1. Developing a Plan for Assessing Local Needs and Resources
• Section 2. Understanding and Describing the Community
• Section 3. Conducting Public Forums and Listening Sessions
• Section 4. Collecting Information About the Problem
• Section 5. Analyzing Community Problems
• Section 6. Conducting Focus Groups
• Section 7. Conducting Needs Assessment Surveys
• Section 8. Identifying Community Assets and Resources
• Section 9. Developing Baseline Measures
• Section 10. Conducting Concerns Surveys
• Section 11. Determining Service Utilization
• Section 12. Conducting Interviews
• Section 13. Conducting Surveys
• Section 14. SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats
• Section 15. Qualitative Methods to Assess Community Issues
• Section 16. Geographic Information Systems: Tools for Community Mapping
• Section 17. Leading a Community Dialogue on Building a Healthy Community
• Section 18. Creating and Using Community Report Cards
• Section 19. Using Public Records and Archival Data
• Section 20. Implementing Photovoice in Your Community
• Section 22. Using Small Area Analysis to Uncover Disparities
• Section 23. Developing and Using Criteria and Processes to Set Priorities
• Section 24. Arranging Assessments That Span Jurisdictions
• Main Section

What are windshield and walking surveys?

Why would you conduct windshield and walking surveys, when should you conduct windshield and walking surveys, who should conduct windshield and walking surveys, how do you conduct windshield and walking surveys.

One way to get a sense of a community is to drive or walk around it, observing and taking note of its characteristics. These windshield and walking surveys can be an important part of a community assessment. In this section, we’ll describe them in more detail, and discuss how to conduct one successfully.

Windshield surveys are systematic observations made from a moving vehicle. Walking surveys are systematic observations made on foot. Either or both can help you better understand either the community in general or a specific condition or aspect of it.

Windshield surveys are particularly useful when the area you want to observe is large, and the aspects you’re interested in can be seen from the road. A walking survey might be a better choice when you’re seeking to understand things that are harder to see from a moving vehicle.

Windshield and walking surveys can be used to assess general community needs – to estimate the poverty level, for example – or to examine more specific facets of the community’s physical, social, or economic character. Some possibilities:

• The age, nature, and condition of the community’s available housing
• Infrastructure needs – roads, bridges, streetlights, etc.
• The presence or absence of functioning businesses and industrial facilities
• The location, condition, and use of public spaces
• The amount of activity on the streets at various times of the day, week, or year
• The noise level in various parts of the community
• The amount and movement of traffic at various times of day
• The location and condition of public buildings – the city or town hall, courthouse, etc.
• Windshield or walking surveys can be structured to provide an objective view of the community.
• They can be adapted to community-based participatory research , inviting community participation.
• They can be the easiest and quickest way to get an overview of the entire community.
• They allow clear comparisons among different parts of the community, and can help to determine where to focus your efforts.
• If your concern is with the community’s relationship to the environment, the nature of street life, traffic, or with any other particular element of community life or functioning, a windshield or walking survey that concentrates on that element can provide you with an overview and help you decide where to go next for more information.
• They give you a “feel” for the community.

Often in the Community Tool Box, the answer to the “When…?” question is that there are times when performing an action is politically, socially, or logistically more appropriate than others. Here, that’s not the case: windshield or walking surveys can be conducted whenever they’re needed. However, if you want to understand how people use the community, you’ll need to conduct your survey at a time – perhaps a number of different times – when they’re likely to be engaged in activity you can see. To get the best picture of the community, you may have to do a number of surveys at different times of the day, week, and/or year.

The answer to this question depends on a number of factors. How large is the area to be surveyed? How many times will surveys be conducted? Is this a participatory research project? Will you be conducting surveys in teams or as individuals?

A small neighborhood or rural village might be adequately surveyed in one day by a single person, whereas a large city might require several days with several teams of observers. If you’re engaged in participatory research, you might organize observers in teams, each of which has representatives of different ages, cultures, ethnicities, income levels, community sectors (business, government, health and community services), etc.

One important issue is safety. If there is hostility between races or ethnic groups, it may not be safe for some people to survey particular neighborhoods. Even if there is no real danger, but only a perception of danger, the resulting anxiety can affect the accuracy and completeness of a survey. Another difficulty with conducting a windshield or walking survey as a participatory research project is that community members might already have set ideas about many of the questions that need to be asked. On the other hand, a windshield or walking survey can also serve to open community members’ eyes to the realities of their environment.

Windshield and walking surveys are similar in many ways, but there are some important differences. Here, we’ll give some guidelines that relate to both, and then look at each in turn.

General guidelines for both windshield and walking surveys

Determine who will conduct the survey

The reason this guideline is first is that you’re likely to get the best results if those who will be conducting the survey are involved in its planning. Their observations will be sharper if they understand what they’re looking for, which is most likely if they help to develop the survey.

The ideal, whether you’re driving or walking, is to use a team or teams if you have the resources to do so. The variety of perspectives will enrich the survey, and each team member can focus on a particular task – observation, recording, etc. – making for a more efficient survey.

Decide on the questions you want your survey to answer

The questions you choose will determine the scope and structure of your survey. If your basic survey question is something like “What is the nature of the community?” then there will be a number of secondary questions to ask that will help you answer that first one. If your focus is much narrower, you may need only one question, such as, “Do most streets in the community have sidewalks?” or perhaps one question with more than one part: “How, by whom, and how much are public playgrounds used?”

Decide on the areas you’ll include in your survey

If your work is in a large city – New York, Tokyo, Cairo, etc. – you’re probably only concerned with a small section, or with a particular segment of the population. But you might want to survey other parts of the city as well, to get a sense of the city as a whole and fit that neighborhood or population in its context.

Your choices will help shape your understanding of the community, so you should make them thoughtfully.What areas will best reflect the aspects of the community you want to know about? Which locations best relate to the work you want to do?

Decide when you’ll conduct your survey

Consider how the time of day, week day versus weekend, and the season will affect your survey. You may want to repeat your survey more than once in order to capture the differences between community conditions or activities at different times.

Train the people who are going to conduct the survey

Training here is fairly simple, but there are some important points to be covered:

• Get well acquainted with your questions, the purpose of the survey, and what you’re looking for.
• Make and use a checklist to ensure that you address all of your questions, and observe all the areas you want to.
• Try to be unobtrusive. Not only do people act differently when they know they’re being observed, but they may also become suspicious or hostile.
• Carry identification.
• Take notes as you go along. You may also want to shoot photos or videos with a camera or cell phone, in order to both remember and illustrate what you’ve seen. If you wait to take notes until after the survey is done, you may not remember everything clearly, or you may ignore important details.
• If you’re working in teams, assign roles. A team should have at least one observer and at least one recorder.
• Discuss your findings as you go.
• Pay attention to safety. Be aware of the neighborhood and situation you’re in, especially if you’re walking. If you feel threatened, leave.

What to examine in a general community assessment survey

• Housing . What is the age and condition of housing in the neighborhoods you’re surveying? Are houses and apartment buildings kept up, or are they run-down and in need of repair ? Are yards neat or overgrown?
• Other buildings . Are the buildings mostly or fully occupied? Do public and commercial buildings seem accessible to people with disabilities – ramped, street level entries, etc.?
• Public spaces . Are there public spaces where people can gather ? Are they well kept up? Do they have seating areas, trees and plants, attractive design, cafes or food vendors, or other features meant to encourage people to use the space? Who uses these spaces? Is there diversity?
• Parks . Are parks used by a variety of people?? Are they well kept up ? Are there sports facilities – basketball courts, soccer pitches, baseball fields, cricket pitches, etc.? Are they used at night?
• Culture and entertainment . Are there museums, libraries, theaters, restaurants, clubs, sports stadiums, historic sites, etc.? Are they accessible to all parts of the community (centrally located, reachable by public transportation)? Do they reflect the cultures of community members?
• Streetscape . The streetscape is the environment created by streets and the sidewalks, buildings, trees, etc. that line them. Are there trees and/or plants? Are there sidewalks? Are building facades and storefronts attractive and welcoming? Are the streets and sidewalks relatively clean? Are there trash cans? Is there outdoor seating?
• Street use . Are there people on the streets at most times of day? In the evening? How late? Do they interact with one another? Are streets and sidewalks well lit at night?
• Commercial activity . What kinds of businesses are there? Are there boarded-up or vacant storefronts? Is there a mix of large and small businesses? Are there grocery stores and supermarkets, pharmacies, and other stores that provide necessities in all parts of the community?
• Signs . What languages are business signs in? Are traffic signs informative? Are there signs directing people to various parts of the community (downtown, museums, highways, etc.)?
• Industry . What kinds of industry exist in the community? Does it seem to be causing pollution?
• Land use . How much open space is there? How are residential, commercial, and industrial areas distributed? Do major roads or railroad tracks divide neighborhoods, or are they on the edges of the community?
• Infrastructure . What is the condition of roads, bridges, sidewalks, etc.? Are there differences in these conditions from one area of the community to another? Do all parts of the community seem to be equally served by electricity, water, phone, fiber optic, wastewater treatment, waste disposal, and other infrastructure services?
• Public transportation . Is there a functioning public transportation system? Is it well used? By whom? Does it allow relatively easy access to all parts of the community? How easy is it to navigate and use? How much does it cost? Are its vehicles energy-efficient?
• Traffic . How heavy is traffic in the community? Is it mostly commercial and industrial – vans, trucks, etc. – or mostly private cars? Is there ever gridlock? Is there much bicycle traffic? Are there bike lanes? Are there bike racks in many places?
• Environmental quality . How much usable green space is there, and is it scattered throughout the community? Is there smog or haze? Does the air smell of smoke, garbage, car exhaust, chemicals, industrial waste, etc.? Does the water in streams, ponds, lakes, etc. seem reasonably clear?
• Race/ethnicity . Who lives in the community? Are there identifiable racial and ethnic groups? Do particular groups seem to live in particular areas?
• Faith communities . What kinds of religious institutions are there? Do the institutions of one particular religion or sect dominate? Are there separate houses of worship for people of different ethnicities or races, even if they share the same faith?
• Health services . How many hospitals and clinics are there in the community? Where are they located? How big are they? How easy are they to get to?
• Community and public services . Are there identifiable community service providers and organizations in the community – mental health centers, food banks, homeless shelters, welfare offices, etc.? Are they concentrated in a particular area? Are they easy to reach by public transportation?
• Community safety . Where are police and fire stations located? Are they in good repair? Is the community well-lit at night?
• Public schools . Are schools in different neighborhoods in noticeably different states of repair? Are schools well maintained? Or in some developing countries, are there schools in the community at all?
• Higher education . Are there two- and four-year colleges and/or universities in the community? Where are they located? Do they seem open to the community, or do they seem self-contained and isolated?
• Political activity . Are there signs or other indications of political activity? Is it clear that political activity is allowed and/or encouraged? Are there protests or demonstrations?
• Community organizations . What evidence is there of organizations in the community? Are there service clubs – Lions, Elks, Masons, etc.? Are there other organizations – centered around community issues, the environment, sports or leisure pursuits, socialization, etc.?
• Media . Are there local media outlets – radio and TV stations, newspapers, Internet sites devoted to local issues? Are they independent, or are they sponsored or run by government or corporations? Where are their facilities?
• Differences among neighborhoods or areas of the community . What are the differences among different parts of the community? Are schools, stores, public and other buildings, streets, etc. in different areas in different condition? Do some areas seem neglected, while others are clearly maintained?
• The “feel” of the community . What is your overall impression of the community?

Guidelines for a windshield survey

• Use a map . Google Maps or similar services are an excellent resource
• If you can, try to use a team of at least two . That way, one person can concentrate on driving while the other navigates and records observations. It’s difficult to observe closely and drive safely at the same time.
• Drive at a moderate speed, and avoid unexpected actions
• Drive both on major and minor streets , particularly in residential neighborhoods. You’ll want to get a sense of different parts of neighborhoods and different streets.
• Pull over at regular intervals to make and compare notes
• Try to be inconspicuous

Guidelines for a walking survey

• Study a map beforehand , or do a drive-through so you’ll know where you’re going
• Try to work in teams . Teams should probably not be larger than two or three, unless you’re splitting up. Two or three people walking together is a normal group, but five or six is a crowd, and stands out.
• If you want to experience the community, take part in everyday activities . Take public transportation, eat in a local restaurant, buy something in a drugstore or supermarket or discount store. This will give you a chance to listen to people’s conversations and to get a sense of how they interact.
• Go inside public buildings and cultural institutions
• Sit down in a quiet place to take notes

Sometimes, the best survey can be a combination of walking and driving. You might survey the whole city or area in a vehicle, then use a walking survey to look closely at the area you’re most interested in. Or you might send out walking and driving teams to survey different aspects of a community or neighborhood. You’ll see different things and more detail on foot; you’ll cover more ground and get a broader perspective from a vehicle.

But even once your survey is finished, your job isn’t done yet. You have to analyze what you’ve seen and decide how to use it .

Some general questions you might want to consider:

• What are the community’s outstanding assets?
• What seem to be the community’s biggest challenges?
• What is the most striking thing about the community?
• What is the most unexpected?
• Are you struck by the aesthetic quality of the community, either positively or negatively – i.e., is it particularly beautiful or particularly ugly?

Whether you’re starting an all-encompassing campaign to eliminate poverty in your community, or simply looking for good places to paint murals to stimulate community pride, a windshield or walking survey can be a good way to begin your effort. It will give you a view of the community that you can use to help you decide how to take your next steps effectively in order to address real needs and improve the quality of community life.

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THE ROLE OF TOUR OPERATORS AND THEIR EFFECT IN CREATING SUSTAINABLE TOURISM INDUSTRY - Evaline Savai Aseneka

2021, THE ROLE OF TOUR OPERATORS AND THEIR EFFECT IN CREATING SUSTAINABLE TOURISM INDUSTRY - Evaline Savai Aseneka

Tour operators experience low tourist turn-ups in different times of the year which has led to the lowered performance levels of the tourism industry. Most of the tour operators point a blaming finger on the failure of tourism stakeholders to promote sustainable tourism while curbing the problems associated with unsustainability in the industry. It’s however everyone’s responsibility to play their part in this undertaking. This study therefore aimed at assessing the role of tour operators in creating sustainable tourism industry in Nairobi County, Kenya. The specific objectives of the study were to assess the place of corporate social responsibility as a role of tour operators in creating sustainable tourism in Nairobi County; the effects of community involvement as a role of tour operators in creating sustainable tourism in Nairobi County; the effect of practicing responsible tourism as a role of tour operators in creating sustainable tourism in Nairobi County and the effect of participation in developing tourism policies as a role of tour operators in creating sustainable tourism in Nairobi County. The study adopted a survey research design for its ability to emphasize an understanding of complex issues or objects and also its ability to extend experience. The target population for the study consisted of Kenya Association of Tour Operators’ representatives, managers and employees of target tour firms in Nairobi County. The sampling frame consisted of 1140 respondents with a sample size of 2 Kenya Association of Tour Operators’ representatives, 5 managers and 280 employees of the target tour firms. A total sample of 287 respondents was selected using simple random and purposive sampling techniques. The study employed questionnaires and interview schedules in data collection where the interview schedules were administered to the Kenya Association of Tour Operators’ representatives and managers of the tour firms while questionnaires were administered to the employees of the tour firms. The study used test re-test method to determine the reliability and Cronbach’s alpha coefficient to measure the internal consistency of the questionnaire. The data collected was analysed qualitatively and quantitatively. Qualitative analysis was done thematically to analyse data collected from interview schedules while quantitative analysis was done using the regression model to establish the relationship that existed between the research variables and it was used in the questionnaires. The data was then presented in form of tables, charts, frequencies and percentages. This study was significant in providing empirical evaluation of the role of tour operators in creating a sustainable tourism industry. The study findings revealed that: there was a significant relationship between; corporate social responsibility and sustainable tourism industry (p=0.000), community involvement and sustainable tourism industry (p=0.017), responsible tourism practices and sustainable tourism (p=0.000 tourism policies development and sustainable tourism industry (p=0.016). The study concluded that tourism sustainability is an critical concept in relation to tourisms planning and development and therefore a key to the industry’s future, and that community involvement and corporate social responsibility have been found to contain several effects that may lead to creation and production of an enabling environment in cultivating tourism sustainability. The study recommends that the government enforces proper laws and legislation to govern tourism sustainability and that the tourism stakeholders collaborate strategically and involve the local community to enhance the industry. Key Words: Tour Operator, Community involvement, Corporate Social Responsibility (CSR), Responsible tourism Sustainable tourism, Tourism Policy

Related Papers

Fiona Ngesa

Cavagnaro, E., Staffieri, S and Ngesa, F. (2015). Looking from a local lens: Inbound tour operators and sustainable tourism in Kenya, Research in Hospitality Management, 5(2) pp.135-145

Elena Cavagnaro

Few empirical studies on sustainable tourism take into account the perspective of developing countries’ actors. This is even the case in debates about the need to adapt sustainability’s definitions to the context of developing countries. The present study aims at giving a voice to developing countries’ actors by describing how inbound tour operators (ITOs) in Kenya conceive sustainable tourism and their role in promoting it. ITOs were reached through the two official Kenyan category associations for tour operators and through Ecotourism Kenya. Both a survey and in-depth interviews were used to gather data. Results suggest that Kenyan ITOs are familiar with the current definition of sustainability as being constituted of an economic, a social and an environmental dimension. Contrary to expectations, respondents weight their responsibility towards the natural environment at least as highly as their social responsibility. In the end, it is the business long-term survival that dictates this choice: respondents are aware that tourists expect to find in Kenya a flourishing natural environment. Kenyan ITOs are on the whole keenly aware of their role in promoting sustainability to tourist, staff and the community. They experience as a major challenge the lack of institutional pressure from the government. Though this is a common complaint of organisations in developing countries, it is interesting in a Kenyan context where the Government has deployed several policy initiatives on sustainable tourism. A major limitation of this study is the limited sample. Only category associations’ members were sampled, leaving ITOs that operate in the informal economy unheard.

JOURNAL OF TOURISM AND HOSPITALITY MANAGEMENT

John Wandaka

Research in Hospitality Management

Reşat ARICA

The sectors as tourism which is seen complex relationship and because of the all stakeholders can effect sustainability process, there is need to full participation for achieve success of sustainability initatives. Thus sustainability-focused initiatives by all stakeholders in the sector are important. As a key stakeholders tour operators have serious force in the ensuring coordination and motivation among supply and demend items because of the important position of the tourism sector. In addition to this important sectoral position of tour operators, assure play an active role in guiding the participation of all stakeholders in the sustainability process. In this context, besides tour operators contributions to this process their router and administrator position are important on sectoral basis because of the ability to involve the stakeholders in sustainable tourism activities. In contrast with sustainable tourism initiatives of tour operators can be limited by a number of factors. The purpose of this paper exploring the limited elements which maintain an attitute the tour operators to participation of sustainable tourism and the research is generated benefiting from literatüre. The result indicate that the financial concerns and policy shortcoming are most important factors that limited tour operators participation in sustainability facilities.

Halima Begum , A S A Ferdous Alam

The purpose of this study has to discover if differences in tourists’ perceptions of sustainable tourism development in Melaka existed between three stakeholder groups: government, local residents and private entrepreneurs. The paper analyzes based on the primary data which is collected through interviews among 735 respondents. The findings indicate that the government, private and local community has played a major role for satisfying the tourists’ in shaping the development of sustainable tourism in Melaka. The study emphasizes on scale methods in analyzing and reviewing the role of government, private and local communities. To the distinct stakeholders’ facilities, the majority of tourists’ generally were welcoming of sustainable tourism.

International Journal of Research in Tourism and Hospitality

George Ariya

International Journal of Business and Social Research

Patrick Hayombe , Joshua Wanga

Journal of Tourism & Hospitality

ali mamhoori

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Conceptualising and Assessing Tour Guides' Intercultural Competence Paperback – April 28, 2009

• Print length 184 pages
• Language English
• Publisher VDM Verlag
• Publication date April 28, 2009
• Dimensions 6 x 0.42 x 9 inches
• ISBN-10 3639140214
• ISBN-13 978-3639140217
• See all details

Product details

• Publisher ‏ : ‎ VDM Verlag (April 28, 2009)
• Language ‏ : ‎ English
• Paperback ‏ : ‎ 184 pages
• ISBN-10 ‏ : ‎ 3639140214
• ISBN-13 ‏ : ‎ 978-3639140217
• Item Weight ‏ : ‎ 9.8 ounces
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'It’s just Thursday': Past experience keeps Xander Schauffele grounded after historic 62

Xander Schauffele of the United States reacts on the ninth green during the first round of the 2024 PGA Championship at Valhalla Golf Club on May 16, 2024, in Louisville, Kentucky. (Patrick Smith/Getty Images)

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LOUISVILLE, Ky. – Xander Schauffele was blunt, bordering on emotionless in his post-round assessment.

“It’s just Thursday,” he said. “That’s about it.”

Schauffele is well beyond the stage of marveling at his accomplishments, especially those attached to a first-round result. Heck, unless they involve a Sunday night celebration with a trophy in his hand, he’s likely to shrug off the praise. Call it scar tissue, self-preservation or a masterful ability to stay in the moment, Schauffele has no interest in Thursday hyperbole or engaging in soliloquies of a record 18 holes.

Look no further than four days ago to understand why. Schauffele led Rory McIlroy by one shot entering the final round of the Wells Fargo Championship. The lead stretched to two shots through seven. Just 11 holes separated Schauffele from his first win in two years. Then came the onslaught that Schauffele couldn’t match. McIlroy played the next eight holes in 8-under to leave Schauffele in the dust.

It’s become a feeling all too familiar for Schauffele, who, by nature of his talent, puts himself in contention time after time. He’s the man in the arena, and he keeps getting beat. The aftermath of Wells Fargo was predictable, with the conversation naturally floating to a similar destination after every close call. The noise around Schauffele just keeps getting louder. Is his lack of victories a sign of an inherent inability to close? Or is it simply a series of bad breaks destined to come around for a golfer who consistently puts himself in a position to win? Aside from Scottie Scheffler, Schauffele has played in the most final round pairings (four) on the PGA TOUR this season. Scheffler has four wins. Schauffele has none. Scheffler bested Schaueffele in one of those instances, firing a final-round 64 to win THE PLAYERS Championship by one over Schauffele, who shot 70.

Only Rickie Fowler (13) has more top 10s in majors without a victory than Schauffele (12). And Schauffele continually puts himself at the forefront of these conversations. He has the lowest career first-round scoring average in major championship play among those who have appeared in at least 25 majors. Three of the other top five – McIlroy, Brooks Koepka and Dustin Johnson – have won multiple majors.

So, pardon Schauffele for playing coy. He’s gone through this song and dance too many times. There was no naivete that Thursday was anything more than a strong opening salvo.

“It's a great start to a big tournament. One I'm obviously always going to take,” Schauffele said.

Schauffele’s statistics resemble the resume of a major winner. He feels his game is good enough, too. It certainly looked the part Thursday as Schauffele went bogey-free. He made so many birdies that the first time he carded back-to-back pars came at Nos. 8 and 9, Schauffele’s last two holes of the day.

“I think not winning makes you want to win more, as weird as that is. For me, at least, I react to it, and I want it more and more and more, and it makes me want to work harder and harder and harder,” Schauffele said. “The top feels far away, and I feel like I have a lot of work to do. But just slowly chipping away at it.”

At times, the quest for victory feels like an individual battle – a war against yourself and your past failures. The results will come if you can just be a better version of yourself than the day before. In the long run, that’s likely true, and Schauffele admitted Thursday that he was probably playing the best golf of his career.

“There's spurts, moments in time where you feel like you can control the ball really well; you're seeing the greens really well; you're chipping really well. But over a prolonged period, it's tough to upkeep high performance,” Schauffele said. “Yeah, I'd say it's very close to it if not it.”

And if he’s won seven times on TOUR and contending in copious majors, surely that means the breakthrough is near. But over the next three days, the variables extend well beyond Schauffele and his demons.

First, there’s the golf course. Schauffle played an idyllic, windless and soft Valhalla that could not show its teeth because of early-week rain that neutered its challenges. Schauffele shot 62, but there were two 65s, two 66s and a boatload of 67s and 68s. Sixty-two players were under par in the first round, surpassing the PGA Championship record for the highest number of sub-par opening rounds (60), set in 2006 at Medinah Country Club.

Then there are the names attached to some of those scores. Sahith Theegala and Tony Finau are 6-under, both top 30 players. The two best players of the decade, McIlroy and Koepka, are at 5-under and 4-under, respectively. World No. 1 Scottie Scheffler, Max Homa, Viktor Hovland, Cameron Smith and Bryson Dechambeau all lurk at 3-under.

To assume Schauffele’s Thursday was anything more than a great start would discredit those who linger behind and the scars he still has to mend. So for now, that’s all it is – a great start. Schauffele’s hoping for a great finish.

Macomb County officials offer rare look inside old jail before demolition begins

Mount Clemens ― Macomb County residents on Wednesday got a chance to take a rare tour inside a facility many don't ever see — the county jail.

Throughout the day, county officials held tours inside the 1960s-era jail on Elizabeth Road before portions of it are torn down soon to make room for a new law enforcement complex. Early Wednesday afternoon a group peered into cream-colored jail cells with metal bed frames and stainless steel toilets.

The tours, which began Wednesday, resume Thursday. Sheriff's Office spokeswoman Jennifer Putney said the office expects over 250 participants over the two days. Reservations are required.

Macomb County Executive Mark Hackel said the tours are an opportunity for people who haven't seen the jail before to do so.

"First, it gives them a chance to see part of our history," he said. "It looks similar to what you would hear about in television shows or programs about those type of jails and those type of lock-ups."

Hackel said the county also wants people to understand that "that wasn't really the best environment for people that worked in it, and wasn't really the most useful way of managing prisoner population."

"We know there's a better way of doing it, and now we're moving into that … way right now," he said.

Many visitors snapped pictures of the cells, or remarked on the conditions. Some went inside to pose for photos. The cream-colored cells are part of the former maximum security building no longer in use at the jail.

Four buildings in the jail complex will be demolished over the next few years as part of a $228 million jail revamp project , which aims to change how Macomb County handles inmates with mental health and drug issues. The first demolitions will begin this summer, though officials didn't clarify when this summer.

The demolitions will make way for a new Central Intake and Assessment Center, which will be home to the jail’s booking and intake processes. Incoming inmates will be assessed for various mental and substance abuse issues in the center. It also will house 210 beds, including those for inmates who are detoxing or receiving medical or mental health treatment and some for the general jail population.

In addition to demolishing the maximum security building, Macomb County also will tear down the rehab, D blocks and annex buildings on the jail property. The annex is tentatively planned to be demolished this summer, and the others will be demolished later on.

What visitors saw

Visitors toured two different buildings in the jail complex that are no longer in use. In one, the maximum security building, the guests had the opportunity to see the inside of jail cells with grated doors.

Matthew McPhillips, a Macomb County Sheriff's Office corrections deputy, said inmates had to spend 23 hours a day in the cells, except for one hour where they were allowed to walk along the catwalk in front of the cells.

He said the maximum security building, which was built in the 1960s, housed the "highest level inmates" and inmates who have been charged with something that could put them at risk if they were housed among the general jail population.

The corrections officers were stationed in what Hackel called "a cage." Their desk and computer were in a grated area near the entrance to the building.

Mount Clemens resident Andrew Gietzen found the tour interesting.

"It was informative," he said. "Everything I saw I had never saw before."

Visitors also got to see a courtyard where inmates used to play basketball and visited the jail's annex building. The annex, which was built in the late 1990s, was essentially a dormitory building for inmates. McPhillips said 200 inmates were housed in the building, and they were individuals with lower classifications in the jail system.

They stayed in a large, open space with bunk beds. There was "a lot more room to walk around" in the annex than in the maximum security building, McPhillips said.

Putney said the two buildings closed to inmates in 2019.

What visitors thought of the tour

When asked what he thinks it would be like to live in the maximum security area, Gietzen said, "No thanks; I'm good."

"It would have to drive you crazy, and to work in there, it'd have to make you crazy," he said.

Fraser resident Laureen Constance said she wanted to go on the tour because she thought it sounded interesting. She is on vacation this week, and decided to go on the tour with her daughter during her time off.

"I'm like, 'Hmm, what can I say that I did on vacation?'" she said. "I wanted to do something on vacation, I'm like, 'Oh my, they're having tours of the jail. How cool would that be to go see what an actual jail looks like, because I've never been in jail, so I wanted to see what it was like."

Constance said the new jail facility will help people "want to improve themselves even better." She thinks the facility and its mental health services will help them return to society and not have their privileges taken away from them again.

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Assessing virtual reality’s value as an ‘empathy machine’.

Lisa Messeri

Virtual reality can transport people, through headsets and joysticks, into immersive, imaginary worlds where they can explore alien planets, battle zombies, or even play minigolf.

But Yale anthropologist Lisa Messeri isn’t so much interested in the emerging technology’s ability to create fantastical worlds for gamers as she is in its supposed promise to help us better understand, and thereby improve, our own.

In her latest book, “ In the Land of the Unreal: Virtual and Other Realities in Los Angeles ” (Duke University Press), Messeri examines a community of Los Angeles-based storytellers, artists, and tech innovators focused on using virtual reality (VR) to remedy societal ills by generating empathy toward marginalized communities. However, technology alone can’t solve complex social problems, Messeri explains, even as such fantasies nonetheless persist.

Messeri, an associate professor of anthropology in Yale’s Faculty of Arts and Sciences, recently spoke to Yale News about fractured realities, VR as an “empathy machine,” and whether donning a headset can really help anyone know what it’s like to walk in another’s shoes. The interview has been edited and condensed. 

In the book, you discuss fractured realities and the unreal. What do those terms mean? 

When I began this project, I got a little nervous because it seemed as though, given the topic of virtual reality , I’d have to say something about the nature of reality, which seemed like a daunting task given millennia of humans pondering this question. I started playing with the term “unreal,” as opposed to the real. The point was to be very clear that the unreal is not reality’s opposite. Rather, what the unreal signals is a moment when reality’s multiplicity demands attention. The reality I experience is different from the reality you experience, which is different from the reality of someone in a war-torn country.

But often people, especially those occupying positions of privilege, embrace the idea that we’re all inhabiting a common reality, a common world. The unreal marks moments when that common reality no longer seems viable or present, when that idea of a common reality is fracturing. In a way, the book is about what it means to accept that fractured realities structure our social world and how VR simultaneously accepts the existence of these fractured realities, but then sets itself up as a tool for knitting them into a common reality by functioning as what its promoters call an “empathy machine.”

What does it mean to use VR as an ‘empathy machine?’

I was observing innovators and storytellers who were interested in using VR to tell impactful stories about the world, often from the perspective of people with identities or from communities that have been historically marginalized, with the goal of inducing a strong, empathetic reaction.

For example, in the introduction I describe experiencing “Carne y Arena (Virtually Present, Physically Invisible),” a VR project written and directed by Oscar-winning director Alejandro González Iñárritu that places the viewer among a group of migrants crossing the Mexican border into the United States. That project, which was the first VR experience selected for screening at the Cannes Film Festival, exemplifies the aspirations of many of the people who were the subject of my ethnographic work, who were attempting to use VR to solve — or at least bring attention to — societal problems. 

You focus specifically on the VR community in Los Angeles in 2018. Why that time and place?

People in LA were using VR as a documentary, non-fictional storytelling device that could bridge differences and (it was imagined) allow people of privilege to enter the worlds of those with less privilege, which would in turn cultivate empathy, create a better world, etc. As a scholar trained to think critically about science and technology, particularly when social goods are being promised, I was immediately apprehensive and curious about this idea. Los Angeles was where a lot of this kind of work was happening.

My research was also a conversation about how women could lead this re-emerging field of virtual reality. And again, a lot of the women who were being cited as leaders in the field were based in Los Angeles.

But this was also a time when Trumpism was finding its stride and the idea of alternative facts had entered the national discourse. It became very important to me to write about virtual reality at a moment when the alternative realities of Trumpism were part and parcel of American daily life. Los Angeles – and particularly Hollywood – helped make Trump a household name. Being in a place so capable of manufacturing stories and worlds for both benign entertainment and with unintended political consequences struck me as an important location for understanding VR.

You embedded with a start-up called Embodied Labs. How did it approach using VR as an empathy machine?

I worked with a whole bunch of companies and communities, including at the University of Southern California, the Technicolor Experience Center, and with several start-ups and other endeavors. Carrie Shaw invited me into her company, Embodied Labs, which was using virtual reality as a tool for helping caregivers better understand the experiences that their elderly clients were enduring, such as problems that arise with our minds and bodies as we age.

I was interested in Embodied Labs because I had various critiques of VR as an empathy machine. For one, there are its evident racial problematics: in embodying another’s life world, you inevitably erase the agency of the often minoritized perspective that the well-meaning viewer is trying to engage and empathize with. I was curious whether I could find a story about a project that was working within the ethos of the empathy machine, but doing so in a way that I could endorse and that scholars could learn something from.

What distinguished the company’s work from other VR applications focused on generating empathy for others?

In the end, what I felt distinguished Embodied Labs from other start-ups in this space is that it was using VR as a tool to assist or augment the work of people working as caregivers, which has the potential to benefit both parties in an existing social relationship. These were caregivers who are quite familiar with the experiences of their elderly clients. And that’s very different than instances when VR is being used to replace the need to engage with other humans.

What’s your verdict on VR as an empathy machine? Will it make the world a better place?

It’s not inconceivable that VR could be a tool that further helps inform us about things happening in the world. But the idea that it can somehow, on its own, fix societal problems represents a mindset that too often accompanies emerging technologies. In the book, I note that VR is not only an emerging technology, but also a cinematic technology used to tell stories. This distinction allows us to consider the potential for VR as a cinematic technology to be used for telling engaging and impactful stories, but VR in and of itself is not going to fix the world.

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Rory McIlroy's confidence in PGA Tour-LIV Golf merger 'as low as it's been' after huge blow

Rory McIlroy has expressed a bleak view on the potential merger between the PGA Tour and LIV Golf, revealing his hopes have been dashed following a significant setback. The golf star's morale took a hit after his close confidant Jimmy Dunne stepped down, diminishing McIlroy's optimism for a deal with the Saudi Arabia Public Investment Fund (PIF).

Dunne, a wealthy entrepreneur and avid golfer, was instrumental in crafting last summer's preliminary agreement between the PGA Tour and PIF, the financial powerhouse behind LIV Golf. He also held a position on the PGA Tour policy board.

However, Dunne resigned on Monday, feeling sidelined as the player director, including big names like Tiger Woods, Jordan Spieth, and Patrick Cantlay, began to wield more influence over the board. In his detailed resignation letter, Dunne lamented that "no meaningful progress has been made towards a transaction with PIF" and described his vote and presence on the policy board as "utterly superfluous."

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McIlroy, who had previously served on the policy board until November before stepping down to concentrate on his personal life and career, was recently denied a chance to rejoin. He had hoped to re-enter the discussions, particularly as negotiations with PIF seemed to be floundering, reports the Irish Mirror .

Now 35, McIlroy spoke candidly at his Wednesday press conference before the PGA Championship at Valhalla, admitting that without Dunne's involvement, the likelihood of a successful merger is lower than ever, and he feels the tour is in a poorer state for it.

McIlroy has expressed his concern over the PGA Tour's future, highlighting the significance of Dunne's departure: "Honestly, I think it's a huge loss for the PGA Tour if they are trying to get the deal done with PIF and unify the game. Jimmy was basically the relationship the sort of conduit between the PGA Tour and PIF," he remarked.

McIlroy continued, stressing the negative impact of Dunne's absence: "It's been really unfortunate that he hasn't been involved for the past few months, and part of the reason I think everything is stalling at the minute is because of that. It's really disappointing and I think the tour is in a worse place because of it."

The golfer also shared his apprehensions about the prospects of reconciliation within the sport: "We'll see where it goes from here, we'll see what happens, but I would say my confidence level on getting something done before last week was as low as it had been, and with this news of Jimmy resigning and knowing the relationship he has with the other side and how much warmth there is from the other side, it's concerning."

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Despite initially being one of LIV Golf's most vocal opponents, McIlroy's recent comments suggest a shift towards advocating for unity in golf, especially after the launch of LIV Golf in 2022 led to several top players leaving the PGA Tour. He now seems more inclined towards a deal with PIF that would bring the world's best players together more frequently.

McIlroy is currently experiencing a tumultuous period in his life. He has recently regained his form on the golf course with consecutive victories at the Zurich Classic of New Orleans and the Wells Fargo Championship, making him a favorite for this week's victory in Kentucky.

However, it was revealed on Tuesday that the four-time major champion had filed for divorce from his wife Erica Stoll after seven years of marriage, less than 24 hours after his dominant victory at Quail Hollow. The moderator of McIlroy's press conference informed reporters that he would not be answering questions about his personal life at this time.

For the latest local news and features on Irish America, visit our homepage here .

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2024 NFL trade grades: Assessing every notable deal of the offseason, from Justin Fields to L'Jarius Sneed

Which teams made out the best.

The 2024 NFL offseason is far from over, with a number of notable veterans still available in free agency and the quarterback-stocked draft just around the corner. But with April on the horizon, it's safe to say most of this year's big-name trades have come and gone, with more than a dozen different player-involved deals going down since mid-March.

Here, we're grading all the notable trades to involve players from the buyers' perspective:

Titans acquire CB L'Jarius Sneed

Getting a Pro Bowl-caliber, title-winning cover man for a future third-rounder is objectively good value, but there are still some fair questions here: Will Tennessee be truly competitive before Sneed, 27, approaches 30 on a top-of-the-market contract at a notoriously volatile position?

Steelers acquire QB Justin Fields

Fields battled injuries and untimely turnovers in three years with the Bears , but he also got mostly woeful support from the team. Giving up a conditional future sixth-rounder for a 25-year-old quarterback with starting experience and proven dual-threat electricity is a no-brainer of a low-risk, high-reward bet.

Eagles acquire QB Kenny Pickett

Did Philadelphia need to spend the rough equivalent of a fourth-rounder on a new backup for Jalen Hurts ? Not really. Pickett also looked more resilient than dynamic as a middling Steelers starter. But he still offers lots of experience on a cost-controlled rookie deal for a modest price.

Bears acquire WR Keenan Allen

Allen may not be far from the finish line going on 32, but when healthy, he's remained one of the NFL's most reliable possession targets deep into his career. By teaming the longtime Chargers star with D.J. Moore , the Bears have ensured their next young signal-caller will have a pair of premier pass targets.

Seahawks acquire QB Sam Howell

Could Howell replace Drew Lock as a viable spot starter behind Geno Smith ? Sure. For what amounts to a fourth-rounder, though, Seattle is adding a former fifth-round pick who registers as more of a half-measure at the position: gutsy arm, iffy early resume from the Commanders .

Falcons acquire WR Rondale Moore

Atlanta was probably more motivated to add help for Kirk Cousins than outright dump Desmond Ridder , who went to Arizona in the player-for-player swap. Moore is far from a sure thing, missing 16 games in three NFL seasons, but he at least adds deep speed, whereas Ridder's role had vanished.

49ers acquire DT Maliek Collins

San Francisco gave up a single seventh-rounder for an eight-year starter fresh off a career year with DeMeco Ryans ' Texans defense. Plugged in next to guys like Nick Bosa , Javon Hargrave and Leonard Floyd , he'll be primed for more gap-stuffing production.

Panthers acquire WR Diontae Johnson

Was this Carolina adding help for Bryce Young , or the Steelers axing a disgruntled vet? Probably both. Johnson certainly improves Young's once-porous lineup for a small price -- so-so cornerback Donte Jackson and a pick swap -- but he still profiles as more of a No. 2 type.

Texans acquire RB Joe Mixon

Mixon is a fine, battle-tested veteran, and his numbers will surely get a boost from playing alongside C.J. Stroud . His trade price tag -- a seventh-round pick -- is also minimal. But this deal coincided with an inexplicable $19.75 million extension giving the oft-inefficient ball-carrier top-seven running back money.

Giants acquire OLB Brian Burns

Burns is a young, steady, Pro Bowl pass rusher, so getting him for a second- and fifth-rounder is big, giving the Giants a truly formidable front seven. The downside: He costs a ton, earning more than every edge rusher except Nick Bosa at $28 million per year, and he's been more sturdy than special in the sack department.

Lions acquire CB Carlton Davis

Davis gives Detroit's secondary more credibility, offering six solid years of experience as an outside starter in exchange for a third-rounder (the Buccaneers also gave two sixths). But he's missed multiple games every year and graded out just OK in pass coverage in 2023.

Jaguars acquire QB Mac Jones

Jones wore out his welcome with the Patriots as a shoddy, pocket-limited starter. Like Justin Fields and Kenny Pickett, he also had poor support. In Jacksonville for just a sixth-rounder, he at least gives Doug Pederson a developmental point guard behind Trevor Lawrence .

Browns acquire WR Jerry Jeudy

The former first-rounder never fully met expectations with the Broncos , but Cleveland needed another outlet opposite Amari Cooper , and for just a fifth- and sixth-rounder, Jeudy gives the Browns a high-upside long-term possession target; he's still going on just 25.

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Buffalo Bills News

Assessing the new-look Buffalo Bills receiver room

Since acquiring QB Josh Allen in the 2018 draft, the Buffalo Bills have been a mainstay in the NFL playoffs. They’ve made it each of the last five seasons, even reaching the AFC Championship game during the 2020-21 season.

Despite this continued success, the Bills have yet to reach the Super Bowl during Allen’s tenure in Buffalo. They’ve been eliminated in all five playoffs runs, three times at the hands of the Kansas City Chiefs. It’s a demoralizing one-sided rivalry and one that has the potential to get more out of hand this season.

Over the course of the offseason, the Bills traded away star wide receiver Stefon Diggs to the Houston Texans in what had become a long-awaited move. They also lost their WR2, Gabe Davis, who signed with the Jacksonville Jaguars.

Even with a revamped room of pass-catchers, the goal of reaching the Super Bowl remains the same. The question is whether or not this receiving corps is capable of getting there.

Khalil Shakir

Despite being drafted in 2022, Khalil Shakir, 24, is now Allen’s most-familiar target amongst the receivers. The former fifth-rounder stood out in the playoffs last season, earning a fairly comparable workload to the top two targets.

Now, despite having just 49 career receptions, Shakir will be featured more prominently in the offense throughout the entirety of the season. He’s proven he can step up in big moments, but consistency will be the biggest factor in his potentially becoming Buffalo’s top receiver.

Standing at just six feet tall, Shakir isn’t known for his abilities on the outside. He works best in the slot, as does one of Buffalo’s newest additions.

Curtis Samuel

Hoping to find a veteran presence, the Bills brought in wide receiver Curtis Samuel during the offseason. The former Ohio State Buckeye isn’t a star by any means, but is a reliable option in the slot.

Samuel, 27, has surpassed 600 yards receiving in four of his last five seasons. He began his career with a four year stint in Carolina, before joining the Washington Commanders for the last three seasons.

Now a member of the Bills, Samuel will have an interesting role given the play-style similarities between him and Shakir. Assuming they can make it work, it will be Samuel’s best chance at team success thus far in his career.

Keon Coleman

Playing a completely different role from Shakir and Samuel will be rookie Keon Coleman. The Florida State prospect stands at 6-foot-3 and is known for his jump ball abilities. Given Allen’s tendency to launch the ball down the field, he and the 21 year-old Coleman seem like a match made in heaven.

The Bills appear to view him similarly, as they used the No. 33 overall pick to acquire him in April’s draft. In a draft class loaded with receiver talent, it’s hard to argue there was anyone better at going up and getting the football than Coleman. He also flashed elite speed at times during his collegiate career.

Coleman is truly a do-it-all guy, which he proved by returning punts at Florida State. If he and Allen form a quick connection, he could have a major impact in year one.

Worth mentioning

The Bills also have a set of quality tight ends in Dalton Kincaid and Dawson Knox. Additionally, they brought in Chase Claypool, Marquez Valdes-Scantling and Mack Hollins to fill out the depth chart at the receiver position.

All of these players should see at least a half-decent snap share, giving Allen a variety of options to throw to. It would be foolish to count Buffalo out this season because of their receiving corps, especially considering the unit the Chiefs used to win the most recent Super Bowl.

More must-reads:

• Bills add two-time Super Bowl champ to new-look WR room
• How Josh Allen helped Bills sign two-time Super Bowl champ
• The '1990-93 Buffalo Bills Pro Bowlers' quiz

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Pittsburgh Zoo & Aquarium assessing damage after EF-1 tornado touched down in Highland Park

The first tornado in Pittsburgh city limits since 1998 struck the Pittsburgh Zoo and Aquarium Friday.

According to the National Weather Service, an EF-0 with speeds of up to 80 miles an hour hit just before 5 p.m.

Zoo officials tell Channel 11 that no people or animals were hurt.

On May 17, 2024, at approximately 4:45 p.m., a funnel cloud was observed at the Pittsburgh Zoo & Aquarium. All animals, guests, and staff are confirmed to be safe. There is damage to Zoo grounds and property, and a full assessment of the Zoo is currently underway. (1/2) — Pittsburgh Zoo & Aquarium (@PghZoo) May 17, 2024

Falling trees did crush a car in the parking lot and knocked out power to the front gates.

The tornado then gained strength as it moved toward Rt. 8 and the Highland Park Bridge. The National Weather Service estimates it hit there as an EF-1 with speeds over 100 mph.

Trees fell there, too, taking down power lines.

“Today was not a day that tornadoes really should’ve been expected,” Matthew Kramar with the NWS said. “None of these storms was producing rotation on the radar that was on a scale that would warrant a tornado warning under normal circumstances.”

“We are well ahead of schedule on tornado season. We average four to six per year. We’ve already had nine so far in May.”

There was a prom going on at the Zoo Friday evening. Officials tell us students arrived after the tornado hit.

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