Travel and Tourism Marketing in the age of the conscious tourists: a study on CSR and tourist brand advocacy

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel & Tourism Marketing Pub Date : 2023-09-02 DOI:10.1080/10548408.2023.2276433

Naveed Ahmad, Sarminah Samad, Heesup Han

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引用次数: 0

Abstract

ABSTRACTRecognizing the power of consumer-led dialogue over traditional company-led marketing, travel and tourism organizations increasingly appreciate the role of consumer advocacy. This study explored consumer advocacy as an outcome of corporate social responsibility (CSR) through brand admiration and attitude and evaluated the conditional indirect influence of altruistic values. Our findings revealed that CSR directly impacts travel consumer advocacy, significantly mediated by brand admiration and attitude. The findings also demonstrated the significant conditional indirect influence of altruistic values. Our research suggests that an effective CSR strategy in a travel and tourims organization offers a competitive edge by cultivating travel and tourism consumers into brand advocates.KEYWORDS: Tourism Marketing strategiesCSR in Tourismdestination brand advocacyPakistan tourism growthsustainable tourism practiceshotel consumer behaviortourism communication channelsethical travel choicescompetitive positioning in Tourismtourism consumer advocacy Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThis research is supported by Princess Nourah bint Abdulrahman University Researchers Supporting Project number [PNURSP2023R4], Princess Nourah bint Abdulrahman University, Riyadh, Saudi Arabia.

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自觉旅游者时代的旅游营销:企业社会责任与旅游品牌倡导研究

认识到消费者主导的对话比传统的公司主导的营销更有力量，旅游组织越来越重视消费者倡导的作用。本研究通过品牌崇拜和态度来探讨消费者倡导作为企业社会责任的结果，并评估利他价值观的条件间接影响。研究结果表明，企业社会责任直接影响旅游消费者的倡导，品牌赞赏和态度在其中起着显著的中介作用。研究结果还证明了利他价值观的条件间接影响。我们的研究表明，有效的企业社会责任战略可以将旅游消费者培养成品牌拥护者，从而为旅游组织提供竞争优势。关键词:旅游营销策略、旅游目的地企业社会责任、品牌倡导、巴基斯坦旅游业增长、可持续旅游实践、酒店消费者行为、旅游传播渠道、旅游道德选择、旅游消费者倡导中的竞争定位披露声明作者未报告潜在的利益冲突。本研究由沙特阿拉伯利雅得Nourah bint Abdulrahman公主大学研究人员支持项目号[PNURSP2023R4]支持。

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

期刊介绍： The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.