在线品牌对目的地的倡导:目的地管理、体验和满意度的作用

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2023-10-16 DOI:10.1177/13567667231206867

Nilsah Cavdar Aksoy, Nihal Yazici

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引用次数: 0

摘要

现在人们去一个目的地旅行，然后成为这个目的地的信息来源。本研究集中于在线品牌宣传背景下个人关于目的地的信息共享行为。本研究旨在探讨网上品牌宣传行为，并以目的地管理、品牌体验及满意度为评估指标，提供解释。使用亚马逊的土耳其机器人，657名参与者在线联系。采用偏最小二乘-结构方程模型对数据进行分析。研究结果验证了目的地管理、目的地品牌体验和目的地满意度对在线品牌宣传的影响。这些发现对寻求建立强大的目的地身份的目的地管理者以及旅游研究具有重要意义，因为它们提供了一种检查目的地品牌的新方法。

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Online brand advocacy for destinations: The role of destination management, experience, and satisfaction

People nowadays travel to a destination and then become a source of information about that destination. This study concentrated on the information-sharing behavior of individuals regarding destinations within the context of online brand advocacy. This study aims to investigate online brand advocacy behavior and provide an explanation for it using individual assessments of destination management, brand experience, and satisfaction. Using Amazon's Mechanical Turk, 657 participants were contacted online. Using partial least squares-structural equation modeling, the data were analyzed. The effects of destination management, destination brand experience, and destination satisfaction on online brand advocacy were empirically validated by the findings. The findings have significant implications for destination managers seeking to develop strong destination identities, as well as for tourism research, as they provide a novel method for examining destination branding.

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.