A Netnography Study on Memorable Cultural Tourism Experiences: Insights from Asian Cultural Heritage Site Tourists

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2022-11-13 DOI:10.1080/10496491.2022.2143990

Salman Saleem, Rana Muhammad Umar

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引用次数: 0

Abstract

Abstract Cultural tourism is a rapidly growing industry across the globe. This study aims to contribute to the existing knowledge of tourist experiences at cultural destinations. To this end, the study explores the factors that contribute to memorable cultural tourism experiences at cultural heritage sites, specifically museums. Using WebHarvy, a total of 502 online reviews were collected from a popular tourism website, namely TripAdvisor. The collected reviews concern 14 heritage museums in 10 Asian countries. Netnography was employed as a content analysis technique. The results revealed five contributing factors of memorable cultural tourism experiences: authenticity, engagement, culinary attraction, atmospherics, and quality of service. Theoretically, this study adds to our understanding of memorable cultural tourism experiences by identifying a novel dimension, namely atmospherics. In other words, this research highlights the importance of ambiance and environment in tourism experiences at cultural heritage sites. Thus, the study provides insights for heritage site managers on how to make the tourism experience memorable.

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令人难忘的文化旅游体验的网络研究——来自亚洲文化遗产地游客的启示

文化旅游在全球范围内是一个快速发展的产业。本研究旨在对文化目的地旅游体验的现有知识有所贡献。为此，本研究探讨了在文化遗产地，特别是博物馆中促成令人难忘的文化旅游体验的因素。使用webharvey，从一个流行的旅游网站，即TripAdvisor上收集了总共502条在线评论。收集的评论涉及10个亚洲国家的14个文化博物馆。采用网络图作为内容分析技术。结果揭示了五个影响难忘文化旅游体验的因素:真实性、参与度、美食吸引力、氛围和服务质量。从理论上讲，本研究通过确定一个新的维度，即氛围，增加了我们对难忘文化旅游体验的理解。换句话说，本研究强调了氛围和环境在文化遗产地旅游体验中的重要性。因此，该研究为遗产地管理者提供了如何使旅游体验令人难忘的见解。

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

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.