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The study aims to develop a theoretical model that portrays the antecedents of emotional attachment in the travel context by combining branding, marketing and information systems theories.

The authors gather empirical data through a Web-based questionnaire from 236 respondents. The proposed theory-driven model is examined empirically by using confirmatory factor analysis and structural equation modeling.

The findings suggest that social media rewards and benefits impact users’ brand commitment. Social media interactivity and rewards help building a stronger brand image. Brand commitment and brand image, in turn, affect emotional attachment positively.

Other unexamined constructs may add to the explanation of building brands using social media platforms. As this is an exploratory study in relation to enhancing emotional attachment in an online travel setting, other constructs such as brand page commitment, annoyance, social benefits and telepresence may be considered in future studies.

Practitioners might encounter ways to influence favorable perceptions and brand commitment when consumers use social media sites. The model addresses questions regarding the significant role of social media activities on influencing brand image and brand commitment that in turn influence the development of a strong emotional attachment.

This study examined the effects of social media activities including interactivity, psychological benefits and rewards on brand image and brand commitment, and the effects of brand image and brand commitment on emotional attachment in the travel context. The results offer further verification for the theory-based model presented in the study. Evidently, statistically significant and meaningful associations exist among the factors.

The key contribution of this study is that it presents and validates a theory-driven model that reveals the antecedents of sustainable emotional attachment. The proposed framework stresses the positive relationships among constructs and offers research basis for expansion in other settings.

本论文结合品牌、营销、以及信息系统等理论, 建立了一个理论模型以描述在旅游情境中影响情感依恋的各种要素。

作者通过网络问卷的形式收集了236份数据, 并且通过验证性因素分析和结构方程模型的手段来实际测量以理论为基础建立的模型。

本论文研究结果表明社交媒体的奖励和好处影响用户的品牌承诺。社交媒体的交互性以及奖励帮助建立更强的品牌形象。品牌承诺和品牌形象对情感依恋有着积极促进的作用。

社交媒体平台的品牌建立模型还存在一些其他变量尚未开发测量。本论文只是开拓了网络旅游平台的情感依恋研究的方向, 其他变量比如品牌专页承诺、烦恼、社交好处、以及网真等, 应该在未来的研究中得以深入。

执业者可能会遇到多种方法, 通过社交媒体网站的方式影响消费者的主观感知和品牌承诺。本论文提出的模型可以帮助执业者解决关于社交媒体活动对品牌形象和品牌承诺显著影响从而达到强烈情感依恋效果的诸多问题。

本论文研究了旅游产业中, 社交媒体活动, 包括交互性、心理好处和奖励对品牌形象和品牌承诺的影响, 以及品牌形象和品牌承诺对情感依恋的影响。研究结果进一步深入测量了提出的理论模型。很显然, 数据分析结果表明模型结构之间存在显著有意义的联系。

本论文最重要的贡献在于它提出并验证了一个理论模型, 显示可持续情感依恋的动力起因。本论文提出的模型强调了结构之间的积极联系, 并且为在其他情境中的研究延申做出启示。

This paper investigates the interrelationships of destination social responsibility (DSR), emotional attachment, self-congruity, experiential satisfaction and environmentally responsible behavior (ERB).

Using a sample of 294 visitors to the Guangzhou Zoo in China, this study tested the aforementioned relationships via structural equation modeling.

Emotional attachment mediates the effect of DSR on experiential satisfaction, while emotional attachment and experiential satisfaction mediate the effect of DSR on ERB sequentially. Moreover, self-congruity moderates the relationship between DSR and emotional attachment.

The management of zoos should use DSR communication strategies more proactively to make visitors become well-aware of their economic, philanthropic, environmental and social activities in the host community. This will result in many positive consequences, including visitors’ ERBs.

The study adds to the DSR literature by introducing multiple mediation mechanisms and paths that lead to visitors’ ERBs.

我们的论文调查了目的地社会责任 (DSR) 情感依恋、自我一致性、体验满意度和对环境负责的行为 (ERB) 之间的相互关系。

我们的研究以中国广州动物园的 294 名游客为样本, 通过结构方程模型测试了上述关系。

情感依恋介导 DSR 对体验满意度的影响, 而情感依恋和体验满意度依次介导 DSR 对 ERB 的影响。 此外, 自我一致性调节 DSR 与情感依恋之间的关系。

动物园的管理层应该更积极地使用 DSR 沟通策略, 让游客充分了解他们在东道社区的经济、慈善、环境和社会活动。 这将带来许多积极的后果, 包括访客的 ERB。

该研究通过引入多种调解机制和导致访客 ERB 的路径增加了 DSR 文献。

nuestro artículo investiga las interrelaciones de la responsabilidad social del destino (DSR), el apego emocional, la autocongruencia, la satisfacción experiencial y el comportamiento ambientalmente responsable (ERB).

utilizando una muestra de 294 visitantes del zoológico de Guangzhou en China, nuestro estudio probó las relaciones antes mencionadas a través del modelo de ecuaciones estructurales.

el apego emocional media el efecto de DSR en la satisfacción experiencial, mientras que el apego emocional y la satisfacción experiencial median el efecto de DSR en ERB secuencialmente. Además, la autocongruencia modera la relación entre DSR y apego emocional.

la administración de los zoológicos debe utilizar estrategias de comunicación de DSR de manera más proactiva para que los visitantes estén bien informados sobre sus actividades económicas, filantrópicas, ambientales y sociales en la comunidad anfitriona. Esto tendrá muchas consecuencias positivas, incluidos los ERB de los visitantes.

el estudio se suma a la literatura de DSR al presentar múltiples mecanismos de mediación y caminos que conducen a los ERB de los visitantes.

This study aims to discuss the formation mechanism of members’ emotional attachment to virtual travel communities from an online–offline perspective, focusing on the role of offline tourism experiences.

A questionnaire was designed to survey active travel enthusiast clubs that hold frequent offline tourism activities. A structural equation modeling method was used to estimate the model and test the research hypotheses.

Results demonstrated that offline travel experiences positively influenced online community attachment (i.e., community dependence and identity), and this effect was more pronounced than that of one’s sense of community (i.e., belonging, trust and immersion) on community attachment. Therefore, compared with online interaction, offline travel experiences played a greater part in strengthening virtual community attachment.

The study presents a pioneering effort on understanding how offline activities help shape the community attachment to virtual communities.

本研究从线上-线下的角度探讨了人们对虚拟旅行社区的情感依恋形成机制, 着重关注线下旅游体验的作用。

本研究设计了问卷, 对经常举办线下旅游活动的驴友俱乐部进行了调查。采用结构方程建模方法估计模型并验证研究假设。

结果表明, 线下旅游体验积极地影响着线上社区依恋, 并且这种影响比社区感对社区依恋的影响更为显著。因此, 相较于线上互动, 线下旅游体验在增强虚拟社区依恋方面起到了更大的作用。

本研究首次探讨了线下活动如何帮助塑造虚拟社区成员对虚拟社区的依恋。