打造情感参与和沉浸式体验:酒店营销讲故事参与度的综合量表开发与验证

Sohel Ahmed, Taimur Sharif, Ding Hooi Ting, Sharmin Jamal Sharif
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引用次数: 0

摘要

本研究通过定性调查、结构定义、项目完善和名义验证四个阶段,开发并验证了一个量表,用于衡量消费者在酒店营销中对讲故事(创造令人难忘和情感共鸣的体验)的参与程度。验证包括 24 个深度视频访谈和连续在线调查。酒店营销叙事参与量表包含四个维度--情境线索、情感参与、心理认知和沉浸式体验--共 14 个项目,可精确测量消费者的参与程度。该量表整合了叙事运输理论和阐述可能性模型,以加深对消费者参与人类基本认知和情感过程的理解。经过验证的量表为营销人员提供了一个宝贵的工具,可用于精确评估消费者参与度,并战略性地利用讲故事来唤起情感、培养品牌忠诚度和判断营销活动的有效性。在唤起情感、与个人产生共鸣并促进沉浸式体验的各种营销环境中,该量表都表现出卓越的适应性。最终,它可以帮助营销人员制作引人入胜的叙事,提升品牌认知度,加强与消费者的关系,从而促进情感联系,优化战略,提高消费者参与的有效性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement
This study develops and validates a scale for gauging consumer involvement in storytelling (to create memorable and emotionally resonant experiences) in hospitality marketing through four phases: qualitative inquiry, construct definition, item refinement, and nomological validation. Validation involves 24 in-depth video interviews and consecutive online surveys. The hospitality marketing storytelling involvement scale, with four dimensions—contextual cues, emotional engagement, mental cognition, and immersive experience—comprising 14 items, precisely measures consumer involvement. The scale integrates narrative transportation theory and the elaboration likelihood model to enhance understanding of consumer engagement with fundamental human cognitive and emotional processes. The validated scale offers a valuable tool for marketers to precisely assess consumer involvement and strategically leverage storytelling to evoke emotions, foster brand loyalty, and judge campaign effectiveness. In diverse marketing contexts that elicit emotions, resonate with individuals, and foster immersive experiences, the scale demonstrates remarkable adaptability. Ultimately, it can help marketers craft compelling narratives, enhance brand perception, and strengthen consumer relationships, thereby contributing to emotional connections, optimizing strategies, and enhancing consumer engagement effectiveness.
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