4p营销组合策略是否缓解了人们对旅行的恐惧?

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2023-06-15 DOI:10.1177/13567667231181953

Kai Xin Tay, J. Chan, D. Mohamad

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引用次数: 0

摘要

本研究考察了在取消COVID-19旅行限制后，减少旅行恐惧(TF)和增加旅行意图(TI)所需的营销组合。本文还研究了工作效率对营销组合策略提高工作效率的中介作用，以及性别和就业状况对模型相关性的调节作用。结构方程模型用于分析1830个调查响应。研究结果表明，只有以产品为基础的营销组合策略会降低员工的工作效率，增加员工的工作效率，而以促销为基础的营销组合策略则会产生相反的效果。研究发现，以产品和促销为基础的策略对员工绩效有中介作用，而性别和就业状况对模型的直接相关性和中介作用影响不大。传统营销组合策略;具体来说，是基于价格和地点的策略;在2019冠状病毒病大流行的当前背景下不再具有相关性。

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Do the 4Ps of marketing mix strategy assuage fears of travelling?

This study examines the marketing mix that is required to decrease travel fears (TF) and increase travel intentions (TI) after the lifting of COVID-19 travel restrictions. It also investigates the mediating effect of TF on the marketing mix strategy to increase TI as well as the moderating effect of gender and employment status on the correlations of the developed model. Structural equation modelling was used to analyse 1830 survey responses. The findings indicate that there are only product-based marketing mix strategies decrease TF and increase TI while promotion-based strategies have the opposite effect. TF were found to mediate the effect of product- and promotion-based strategies on TI while gender and employment status had little effect on the direct correlations and mediating effects of the developed model. The conventional marketing mix strategy; specifically, price- and place-based strategies; are no longer relevant in the current context of the COVID-19 pandemic.

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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.