社交媒体营销与五星级酒店入住意向关系的概念框架研究

Nyoman Indah, Kusuma Dewi, ✉. Gede, Pradiva Adiningrat, Wayan Wirga, Upayana Wiguna, Eka Putra, Wayan Sukartini
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引用次数: 1

摘要

数据显示,社交媒体用户在全球范围内持续增加,尤其是在印度尼西亚,他们花在社交媒体上的时间也在增加。印尼有1.914亿活跃的社交媒体用户。平均每天使用社交媒体的时间为3小时17分钟,高于世界平均水平2小时27分钟。研究人员对酒店行业使用社交媒体作为营销工具进行了研究。然而,没有研究评估星级酒店消费者对社交媒体营销活动的感知有用性和信任度,包括代言人的名人效应和入住或购买星级酒店提供的服务的意愿(购买意愿)。名人代言是社交媒体营销中的一种新现象。针对这一现象,本研究旨在探讨:(1)影响社交媒体营销与酒店入住意愿关系的因素;(2)影响酒店入住意愿的社交媒体营销概念框架。本研究采用序贯解释研究相结合的方法。在第一阶段,我们使用定量方法来起草社会媒体营销与星级酒店入住意向之间关系的概念框架。在第二阶段,采用定性方法验证概念框架。调查结果显示,广告、名人效应、定制、e-口碑、娱乐、互动、潮流、感知信任和感知有用性等所有指标都与入住酒店的购买意愿相关。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Development of a Conceptual Framework for Relationships between Social Media Marketing and Intentions to Stay at Five-Star Hotels
Data shows that social media users continue to increase worldwide, particularly in Indonesia, and the time they spend accessing social media. There are 191.4 million active users of social media in Indonesia. The average time spent accessing social media is 3 hours 17 minutes per day, which is higher than the world average, i.e., 2 hours 27 minutes. Research has been conducted on using social media as a marketing tool in the hotel industry. Still, no study assessed the star hotel consumers'' perceived usefulness and trust of social media marketing activities, including the celebrity effect of endorsers and intention to stay or buy services provided by star hotels (purchase intention). Celebrity endorsers are a new phenomenon in social media marketing. By looking at this phenomenon, this research aims to investigate: (1) the factors that influence the relationship between social media marketing and the intention to stay at the hotel and (2) the social media marketing concept framework that influences hotel stay intentions. This study uses a combination of Sequential Explanatory research methods. In the first stage, quantitative methods were used to draft a Conceptual Framework for the Relationship between Social Media Marketing and Intentions to Stay at Star Hotels. In the second stage, qualitative methods were used to validate the conceptual framework. Findings reveal that all indicators, i.e., advertisements, celebrity effects, customization, e-WOM, entertainment, interaction, trendiness, perceived trust, and perceived usefulness, are relevant and relate to purchase intention to stay in a hotel.
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