Search results

This paper aims to provide a comprehensive understanding of Vietnamese consumers’ perceived value and to explore the relationships between its constructs, satisfaction and (e)word-of-mouth (WOM) intentions towards Airbnb. Moreover, the relationship between traditional WOM and electronic WOM (eWOM) was also investigated.

An electronic survey was applied to collect data on a sample of Vietnamese Airbnb guests. A total of 352 questionnaires were collected, from which 163 eligible Airbnb users remained for data analysis. The partial least square approach to structural equation modelling was used to analyse the data.

The findings suggested that monetary, functional and hedonic benefits significantly impact Vietnamese customer satisfaction (CS) with Airbnb accommodation, which, in turn, acts as a direct effect and mediator in encouraging customers’ (e)WOM-giving intentions. Moreover, traditional WOM intention positively influences eWOM giving intention.

This study provides a better comprehension of customers’ perceived value that influences CS and their (e)WOM intentions towards Airbnb. Secondly, it extends the literature on WOM intentions from the message communicator’s perspective by confirming the positive association between traditional and eWOM-giving intentions. Finally, this paper reveals insights into the sharing accommodation in a fast-growing market in South East Asia (Vietnam), which supports sharing accommodation platforms and service providers to develop appropriate marketing strategies.

本文旨在全面了解越南消费者的感知价值, 并探讨其结构、满意度和 (e) 对 Airbnb 的口碑意图之间的关系。此外, 还研究了传统口碑（WOM）和电子口碑（eWOM）之间的关系。

应用电子调查收集越南 Airbnb 客人样本的数据。共收集问卷 352 份, 剩余 163 名符合条件的 Airbnb 用户进行数据分析。 SEM 的偏最小二乘法用于分析数据。

调查结果表明, 货币、功能和享乐方面的好处显着影响越南客户对 Airbnb 住宿的满意度, 这反过来又在鼓励客户的 (e)WOM 给予意图方面起到直接作用和中介作用。此外, 传统口碑意向对网络口碑给予意向有正向影响。

本研究提供了对影响客户满意度的客户感知价值及其对 Airbnb 的 (e)WOM 意图的更好理解。其次, 它通过确认传统和 eWOM 给予意图之间的正相关关系, 从信息传播者的角度扩展了关于 WOM 意图的文献。最后, 本文揭示了东南亚（越南）快速增长市场中共享住宿的见解, 从而为共享住宿平台和服务提供商制定适当的营销策略提供支持。

This paper aims to investigate the interplay of memorable tourism experiences (MTE) dimensions in driving behavioral intentions of heritage tourists through the mediating role of satisfaction.

Empirical data were collected from tourists in the heritage city of Kashan, Iran. Partial least squares-structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were applied to analyze the data.

The results of PLS-SEM showed that three dimensions of MTE as follows: local culture, involvement and knowledge, significantly directly or indirectly influence tourists’ behavioral intention toward a destination. However, the results of fsQCA identified greater heterogeneity among the respondents by highlighting the positive effects of hedonism and novelty on satisfaction and revisit and word-of-mouth intentions.

This study enriches the empirical evidence on MTE by constructing a composite picture of the memorability of tourists’ experiences within a heritage tourism context. This study is one of the first to investigate the effects of dimensions of MTE on behavioral intentions using both symmetric (PLS-SEM) and asymmetric approaches to identify the more significant dimensions of MTE, as well as sufficient combinations of dimensions to predict behavioral intentions.

本文旨在研究难忘旅游体验 (MTE) 各维度通过满意度这个中介变量来驱动遗产旅游游客行为意图的机制

实证数据是从伊朗遗产城市卡尚的游客那里收集的。本研究采用偏最小二乘结构方程模型（PLS-SEM）和模糊集定性比较分析（fsQCA）对数据进行分析

偏最小二乘结构方程模型的研究结果表明，难忘旅游体验（MTE）的三个维度：当地文化、参与度和熟悉程度，显著地直接或间接地影响游客对目的地的行为意向。然而，模糊集定性比较分析的研究结果表明受访者间存在更大的异质性，其结果凸显了享乐主义和新鲜感对满意度、重游意向和口碑(WOM)意向的正效应

本研究通过构建遗产旅游背景下游客体验难忘性的相互影响机制，丰富了关于难忘旅游体验（MTE）的实证研究证据。本研究是第一个同时使用对称方法（PLS-SEM）和非对称方法（fsQCA）来探究MTE各维度对行为意向的影响的研究之一，通过这种方式可以识别出MTE各维度中更为重要的维度以及维度组合，以此来预测行为意向

Este artículo investiga la influencia de las dimensiones de las experiencias turísticas memorables (ETM) en el fomento de las intenciones de comportamiento de los turistas del patrimonio a través del papel mediador de la satisfacción.

Se recogieron datos empíricos de turistas en la ciudad patrimonial de Kashan, Irán. Para analizar los datos se aplicaron las técnicas partial least squares – structural equation modeling (PLS-SEM) y fuzzy-set qualitative comparative analysis (fsQCA).

Los resultados que proporcionó el análisis PLS-SEM mostraron que tres dimensiones de las ETM: cultura local, implicación y conocimiento, influyen significativamente, de forma directa o indirecta, en la intención de comportamiento de los turistas hacia un destino. Sin embargo, los resultados del enfoque fsQCA identificaron una mayor heterogeneidad entre los encuestados al destacar los efectos positivos del hedonismo y la novedad sobre la satisfacción y las intenciones tanto de volver a visitar el destino como de realizar una comunicación de boca a boca (WOM).

Este estudio enriquece la evidencia empírica sobre las ETM al construir una imagen combinada del carácter memorable de las experiencias de los turistas dentro de un contexto de turismo patrimonial. Este estudio es uno de los primeros en investigar los efectos de las dimensiones las ETM en las intenciones de comportamiento utilizando enfoques simétricos (PLS-SEM) y asimétricos para identificar las dimensiones más significativas las ETM, así como para determinar las combinaciones necesarias de dimensiones para predecir las intenciones de comportamiento.

This study aims to examine the impact of virtual reality (VR) interactivity elements, including synchronicity, two-way communication and active control, on tourists’ VR memorable experiences, and the subsequent effect on tourists’ word-of-mouth (WOM) and VR continuance intention.

The research model was tested using self-administrated survey data from 285 Chinese tourists who were experienced in travel and VR tourism activities. Partial least squares–structural equation modelling was adopted to perform latent variable analysis.

VR interactivity elements, including synchronicity, two-way communication and active control, play a considerable role in driving tourists’ VR memorable experiences, which in turn drive tourists’ WOM and VR continuance intention.

Cross-sectional, single country data was used and thus the generalisability of the findings may be limited. Future research is recommended adopting a longitudinal approach to compare the relationship between constructs in countries with diverse cultures.

The findings provide guidance for tourism marketers to use the interactive features of VR, including synchronicity, two-way communication and active control, to drive tourists’ memorable experiences and thereby strengthen tourists’ referral and continuance intention.

Scholarly attention on the importance of VR interactivity in driving tourists’ memorable experiences and behavioural intention is limited. This study contributes to the tourism marketing literature by empirically testing the research model to reveal the importance of VR interactivity elements, including synchronicity, two-way communication and active control, to drive tourists’ VR memorable experiences and behavioural intentions.

虚拟现实交互在COVID-19时代中构建难忘的游客体验和采纳意向的作用

本研究旨在检验虚拟现实 (VR) 交互元素的影响, 包括同步性、双向通信和主动控制, 对游客的VR 难忘的经历, 以及对游客口碑 (WOM) 和 VR 的持续意向。

该研究模型采用来自285名体验过旅行和VR旅游活动的中国游客的调查数据进行了测试。偏最小二乘 - 结构方程模型（PLS-SEM）用来执行潜在的变量分析。

VR交互元素, 包括同步性、双向通信和主动控制, 在推动游客 VR 难忘体验方面发挥了相当大的作用, 进而推动游客的口碑和VR持续意向

使用了横断面的单一国家数据, 因此调查结果的普遍性可能有限。建议未来的研究采用纵向比较方法来比较具有多元文化不同国家为背景的构象之间关系。

研究结果为旅游营销人员利用VR的交互特性, 包括同步性、双向交流、主动性控制, 来驱动游客难忘的体验, 从而加强游客的推荐和继续意向

学术界对 VR 交互性在构建游客的难忘经历和行为意图的重要作用的研究仍然有限。本研究有助于旅游营销文献通过实证检验研究模型揭示VR交互元素的重要性, 包括同步性、双向通信、和主动控制, 构建游客的 VR 难忘体验和行为意图。