理解目的地传福音:社交媒体观点

IF 3.6 3区 管理学 Q2 BUSINESS
Purvendu Sharma
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引用次数: 3

摘要

目的本研究旨在介绍和了解基于社交媒体的旅游社区(smtc)背景下目的地传福音的前景。此外,本研究还探讨了影响smtc传福音和信息寻求行为的因素。设计/方法/方法开发了一个概念模型,该模型以目的地独特性、目的地布道、旅行承诺和信息寻求参与的相互作用为特征。本文收集了215名smtc活跃用户的数据,并采用结构方程模型进行了分析。研究结果显示,目的地独特性与资讯寻求对目的地传福音有正向影响。研究发现,信息寻求在目的地传福音与旅行承诺、目的地传福音与独特性之间起中介作用。研究局限/启示本研究为探索目的地传福音的成分提供了有意义的见解。该研究还理解并强调了关于不同目的地的信息寻求参与的关键作用。实际意义本研究强调了在smtc建立、改善和激励目的地传福音的关键领域。原创性/价值本研究通过调查目的地布道及其驱动因素,为旅游文学提供了新的贡献。这是通过紧密结合福音,旅游和参与的重要研究流来解释的。它进一步强调了信息寻求的双重中介作用,表明这些参与对传播目的地至关重要。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding destination evangelism: a social media viewpoint
PurposeThe present research aims to introduce and understand the promising nature of destination evangelism in the context of social media-based tourism communities (SMTCs). Further, factors that influence evangelism and information-seeking behaviors on SMTCs are examined.Design/methodology/approachA conceptual model is developed that features an interplay of destination distinctiveness, destination evangelism, travel commitment and information-seeking engagement. Data were collected from 215 active users of SMTCs and analyzed using structural equation models.FindingsThe research findings indicate that destination distinctiveness and information-seeking positively lead to destination evangelism. Information-seeking is found to mediate the relationship between (1) destination evangelism and travel commitment and (2) destination evangelism and distinctiveness.Research limitations/implicationsThe research offers meaningful insights into exploring constituents of destination evangelism. The research also understands and highlights the critical role of information-seeking engagement about distinct destinations.Practical implicationsThis research highlights key areas to build, improve and inspire destination evangelism on SMTCs.Originality/valueThis study offers a fresh contribution to tourism literature by investigating destination evangelism and its drivers. This is explained by closely uniting vital research streams of evangelism, tourism and engagement. It further highlights the dual mediating role of information seeking, suggesting that these engagements are critical to evangelizing destinations.
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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