酒店预订中的宠物网红营销诉求：探索信息诉求的力量和边界条件

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-01-14 DOI:10.1016/j.ijhm.2025.104094

Wei Wei , Lu Zhang , Tianyu Ying , Yanyan Zheng

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引用次数: 0

摘要

网红营销作为一种蓬勃发展的现象，在营销研究和实践中具有巨大的潜力。本文探讨了社交媒体上的宠物网红，更具体地说，是Instagram上的狗网红，以检验它们在引导酒店客人预订意愿方面的有效性。通过两项实验，研究了信息吸引力和先前经验（研究1，n = 129）以及信息吸引力和感知吸引力（研究2，n = 255）对酒店预订意愿的共同影响。研究结果表明，经验较少的人更容易受到理性信息的影响，而经验较多的人则没有明显的偏好。此外，当感知吸引力较低时，理性信息更有效。这项研究填补了理解宠物网红营销有效性及其细微差别的空白，为社交媒体时代的营销人员提供了有价值的见解，特别是在通过在线营销工具利用宠物与人类关系的独特吸引力方面。

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Pet influencer marketing appeal in hotel booking: Exploring the power of message appeal and boundary conditions

Influencer marketing, as a booming phenomenon, has huge potential for marketing research and practices. This paper tackles the topic of pet influencers on social media, more specifically, dog influencers on Instagram, to examine their effectiveness in guiding hotel guests’ booking intention. Two experiments were conducted to investigate the joint effects of message appeal and prior experience (Study 1, n = 129) and message appeal and perceived attractiveness (Study 2, n = 255) on hotel booking intention. The findings reveal that individuals with less experience are more influenced by rational messages, while those with more experience show no significant preference. Additionally, rational messages are more effective when perceived attractiveness is low. This research fills a gap in understanding the effectiveness of pet influencer marketing and its nuances, providing valuable insights for marketers in the era of social media, particularly in leveraging the unique appeal of pet-human relationships through online marketing tools.

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.