Navigating negative events: the role of online destination brand experience in tourists' travel decisions

IF 3.9 4区 管理学 Q2 BUSINESS
Adnan Muhammad Shah, Abdul Qayyum, Mahmood Shah, Raja Ahmed Jamil, KangYoon Lee
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引用次数: 0

Abstract

Purpose

This study addresses tourists' post-consumption perspectives on the impact of online destination experiences and animosity on travel decisions. Developing a framework based on the stimulus-organism-response (SOR) theory, we examine the previously unexplored relationship between post-negative events, online destination brand experience (ODBE), tourists' animosity and destination boycott intentions within the domestic tourism context.

Design/methodology/approach

Data from 355 actively engaged domestic travelers in Pakistan who follow destination social media pages (i.e. Instagram and Facebook) was analyzed using structural equation modeling.

Findings

The findings reveal that post-negative events ODBE significantly stimulate tourists' animosity, which in turn drives destination boycott intentions. The ODBE indirectly affects boycott intentions through animosity, acting as a partial mediator. The analysis highlights the significance of the users' prior experience levels (novice vs experienced). Multigroup analysis shows that novice visitors are more sensitive to negative online experiences, resulting in stronger animosity than experienced visitors. Animosity significantly drives boycott intentions, particularly among experienced visitors.

Originality/value

This study’s novelty lies in its comprehensive examination of post-negative events, focusing on how the ODBE influences tourists' negative emotions and boycott intentions. These findings offer valuable insights for tourism researchers and destination marketers, underscoring the importance of optimizing post-service failure ODBE strategies for brand repair, online reputation management, digital marketing innovation and customized service recovery to mitigate the impact of negative events.

驾驭负面事件:在线目的地品牌体验在游客旅游决策中的作用
目的 本研究探讨了游客消费后对在线目的地体验和敌意对旅游决策影响的看法。我们以刺激--组织--反应(SOR)理论为基础建立了一个框架,研究了在国内旅游背景下,负面事件发生后、在线目的地品牌体验(ODBE)、游客的敌意和目的地抵制意向之间的关系。我们使用结构方程模型分析了来自巴基斯坦 355 名关注目的地社交媒体页面(即 Instagram 和 Facebook)的积极参与的国内游客的数据。结果发现,负面事件后的 ODBE 显著激发了游客的敌意,进而推动了目的地抵制意向。ODBE通过敌意间接影响抵制意向,起到部分中介的作用。分析强调了用户先前经验水平(新手与经验丰富者)的重要性。多组分析表明,与经验丰富的访问者相比,新手访问者对负面在线体验更加敏感,从而产生更强烈的敌意。敌意极大地推动了游客的抵制意向,尤其是在有经验的游客中。 原创性/价值 本研究的新颖之处在于它对负面事件后的全面研究,重点关注了 ODBE 如何影响游客的负面情绪和抵制意向。这些发现为旅游研究人员和目的地营销人员提供了宝贵的见解,强调了优化服务失败后 ODBE 战略的重要性,包括品牌修复、在线声誉管理、数字营销创新和定制服务恢复,以减轻负面事件的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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