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1 – 10 of 62Paola Andrea Ortiz-Rendon, Jose Luis Munuera-Aleman and Luz Alexandra Montoya Restrepo
The implementation of control systems allows marketing managers to improve operational decisions and organizational results. This paper aims to identify the relationship between…
Abstract
Purpose
The implementation of control systems allows marketing managers to improve operational decisions and organizational results. This paper aims to identify the relationship between control combinations and organizational results and analyze the relationships between the variables attributed to the marketing managers and with marketing control combinations. Decisions involving marketing control combine formal and informal mechanisms and generate control systems that have a favorable relationship with organizational results.
Design/methodology/approach
The paper is based on 301 cross-sectional surveys among marketing managers. The classification procedure based on metric distance was implemented to identify the marketing control combinations. A hierarchical cluster analysis was carried out with perceptions about formal and informal control, to validate the control combination classifications. Finally, a discriminant analysis and ANOVA test were carried out for exploring factors associated with the managers. The data analysis was supported by IBM SPSS Statistics 24 software.
Findings
The authors found evidence that, when managers perceive high-control systems, the perception of non-financial and financial results is always better, but the presence of high-clan control also returns optimal results. In addition, the manager's satisfaction levels and work motivation are higher with high control systems than with other control systems.
Originality/value
This study contributes to the existing knowledge by providing a broader empirical basis to extend conceptual frameworks about marketing control combinations that emerge in practice.
研究目的
企業設置營銷控制系統來進行營銷控制,這可讓市場經理能改善其營運決策和組織成果。本文擬確定控制合併與組織成果的關係;本文亦擬分析涉及市場經理的變數與營銷控制合併的關係。涉及營銷控制的決策會結合正式和非正式的機制,而這些決策會帶來與組織成果有良性關係的控制系統。
研究方法
本研究乃基於對市場經理進行的301項橫斷調查。研究人員實施基於度量距離的分類程式,來確定營銷控制合併;為了證實有關的控制合併分類是正確的,研究人員就對正式控制和非正式控制的觀感和看法、進行了階層式分群法分析;最後,研究人員進行了判別分析和變異數分析 (ANOVA), 以探索與經理有關聯的因素。有關的數據分析得到IBM公司的SPSS (統計產品與服務解決方案) Statistics 24 (統計軟體) 的支持。
研究結果
我們證實了、若主管感知高控制的系統,其對非財務結果和財務結果的看法必會較好的,但高社群控制亦會帶來最佳的結果。我們亦證實了高控制系統,較其它控制系統,更能提高主管的滿意程度和工作動機。
研究的原創性
本研究提供了一個更廣闊的經驗基礎,以擴展涉及在實踐中出現的營銷控制合併的概念框架,就此,本研究豐富了這方面的知識。
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Daniel Espinosa Sáez, Paola Andrea Ortiz-Rendón and José Luis Munuera Alemán
This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the…
Abstract
Purpose
This paper aims to examine the relationship between control mechanisms and marketing performance based on a sample of marketing managers. To that end, this paper focuses on the relationship between the types of controls used in marketing and the market and business results.
Methodology
This study collected the data through a survey among marketing professionals with experience and decision-making capacity involving marketing budgets and plans, in practical terms a sample of 97 marketing managers and analyzed the data via a structural equation model using Smart PLS 3.
Findings
The findings confirm that marketing control mechanisms have a significant impact on business results, demonstrating the relationship of formal controls with market results and the relationship between informal controls with financial results. Likewise, the authors were able to prove that there is a relationship between formal and informal control.
Practical implications
The implementation of the control mechanisms should be based on the development of a detailed evaluation system of the activities carried out by the marketing employees and an analysis of their capabilities and abilities. In addition, managers should integrate formal control decisions into their marketing strategy to improve organizational results.
Originality
The results of this study help explain the relationship between marketing control mechanisms and organizational results and allow to understand what the level of influence is that marketing control mechanisms have on market and financial results.
Objetivo
Examinar la relación entre los mecanismos de control y los resultados a partir de una muestra de directores de marketing. Con ese fin, el documento se centra en la relación entre los tipos de controles utilizados en marketing y los resultados de mercado y financieros.
Metodología
Los datos fueron recolectados a través de una encuesta entre profesionales del marketing con experiencia y capacidad de toma de decisiones sobre presupuestos y planes de marketing. Contando con una muestra de 97 gerentes de marketing. Los datos se analizaron mediante un modelo de ecuación estructural (SEM) utilizando Smart PLS 3.
Hallazgos
Se confirma el impacto significativo de los mecanismos de control de marketing sobre los resultados organizacionales, demostrando la relación del control formal con los resultados de mercado, y la relación entre el control informal con los resultados financieros. Asimismo, se pudo comprobar que existe una relación entre el control formal e informal.
Originalidad
Los resultados ayudan a explicar la relación entre los mecanismos de control de marketing y los resultados organizacionales, y permiten comprender cuál es el nivel de influencia que tienen los mecanismos de control de marketing sobre los resultados de mercado y los financieros.
Implicaciones prácticas
La implementación de los mecanismos de control debe basarse en el desarrollo de un sistema de evaluación detallado de las actividades realizadas por los empleados de marketing y un análisis de sus capacidades y habilidades. Además, los gerentes deben integrar las decisiones de control formal en su estrategia de marketing para mejorar los resultados organizacionales.
Palabras clave
Control formal, Control informal, Resultados de mercado, Resultados financieros, Departamento de marketing, Calidad del producto, Cobertura de mercado, Precio relativo, Valor de la marca, Lealtad, Marketing digital
Tipo de artículo – Trabajo de investigacion
目的
基于对营销经理的抽样调查, 研究控制机制与营销业绩之间的关系。为此, 本文着重研究了市场营销中使用的控制类型与市场和经营结果之间的关系。
设计/方法/途径
我们通过对具有涉及营销预算和计划的经验和决策能力的营销专业人员的调查来收集数据, 实际上是对97名营销经理的抽样调查, 并通过使用Smart PLS 3的结构方程模型(SEM)来分析数据。
研究结果
研究结果证实, 营销控制机制对商业结果有重大影响, 证明了正式控制与市场结果的关系, 以及非正式控制与财务结果的关系。同样, 我们也能够证明正式控制和非正式控制之间存在着关系。
原创性/价值
本研究的结果有助于解释营销控制机制与组织结果之间的关系, 使我们能够了解营销控制机制对市场和财务结果的影响程度如何。
实践意义
控制机制的实施应该建立在对营销员工所进行的活动制定详细的评估体系, 以及对他们的能力和水平进行分析的基础上。此外, 管理者应将正式的控制决策纳入其营销战略, 以提高组织结果。
关键词
正式控制;非正式控制;市场结果;财务结果;营销部门;产品质量;市场覆盖率;相对价格;品牌价值;忠诚度;数字营销
纸张类型 – 研究论文
Details
Keywords
- Formal control
- Informal control
- Market results
- Financial results
- Marketing department
- Product quality
- Market coverage
- Relative price
- Brand value
- Loyalty
- Digital marketing
- Marketing controls
- Control formal
- Control informal
- Resultados de mercado
- Resultados financieros
- Departamento de marketing
- Calidad del product
- Cobertura de mercado
- Precio relative
- Valor de la marca
- Lealtad
- Marketing digital
- 正式控制
- 非正式控制
- 市场结果
- 财务结果
- 营销部门
- 产品质量
- 市场覆盖率
- 相对价格
- 品牌价值
- 忠诚度
- 数字营销
This paper aims to examine a congestion situation of a certain type of restaurant in a theme park (Tokyo Disney Resort) by a simulation based on Little’s law, which is a basic…
Abstract
Purpose
This paper aims to examine a congestion situation of a certain type of restaurant in a theme park (Tokyo Disney Resort) by a simulation based on Little’s law, which is a basic principle in Queueing theory. In the restaurant, a guest (customer) lines up to order, pay and receive dishes. A problem is that even when a guest can easily find vacant tables, it takes a long time to receive dishes. Because guests can see there are vacant tables, there are many tweets of complaints. This situation is a factor to undermine customer satisfaction.
Design/methodology/approach
This paper proposes dedicated special menu lines only providing special set as one solution that can be realized at a low cost to reduce vacant tables. Here, if the number of special menu lines is fixed, the difference between a queue in regular lines and that in special menu lines will be big. To shorten the difference, the author proposes a technique to regulate by using feedback control (Proportional control or Fuzzy control).
Findings
The simulation result shows that the number of vacant tables decreases by about 16 per cent compared with the current situation.
Originality/value
This paper considers a specific restaurant, but the proposed method can be applied to the same type of restaurant in the theme park. If the restaurant in the theme park is crowded, the feedback control of the queue brings new possibilities.
研究目的
本论文旨在检验主题公园(日本迪士尼)内饭店的拥堵情境。本论文采用同步模拟的方式,以等候理论的基础原则—科特尔法则为基础,来进行检验。在一家饭店中,客人(顾客)排队点餐、付款、以及拿到食物。其中问题是,即使客人能够轻松找到空桌位,而等餐的时间非常长。因为客人看到有空桌位,所以客人会有很多抱怨。这种情境会严重影响顾客满意度。
研究设计/方法/途径
本论文提出一种特别菜单行数设计来用低成本的方式解决空桌位的问题。如果特别菜单行数是固定的,那么使用常规菜单和特别菜单所产生的排队现象会大有不同。本论文借助反馈控制(比例控制或模糊控制),提供一种调节方法以减少这种差别。
研究结果
模拟结果表明空桌位的数量同现有情境相比,减少了16%.
研究原创性/价值
本论文采用特定的饭店,但是提出的方法可以推广到同种类型的主题公园饭店。如果主题公园饭店人满为患,那么使用反馈控制来调价排队情况将带来新可能。
关键词
主题公园、饭店、等候理论、科特尔法则、模糊控制、比例控制
Details
Keywords
Juan Dempere and Kennedy Modugu
This article intends to analyse the explanatory power of the Travel and Tourism Competitiveness Index (TTCI) and some of its constituent factors on national success metrics in…
Abstract
Purpose
This article intends to analyse the explanatory power of the Travel and Tourism Competitiveness Index (TTCI) and some of its constituent factors on national success metrics in managing the initial surge of the COVID-19 pandemic.
Design/methodology/approach
The authors study the outbreak control effectiveness of 132 countries during the first semester of 2020. The authors apply generalized linear regression models and weighted least squares models using 6 COVID-19-related dependent variables, 9 TTCI-related independent variables and 12 control variables.
Findings
The results suggest that countries with superior TTCI values and selected constituent factors have the highest daily averages of coronavirus infections and fatalities per million and the highest speed rates of COVID-19 spread. The authors also find that these countries have the shortest government response time, the lowest daily average of the social restrictions index and the shortest time from the first case reported in China to the first case reported nationally.
Originality/value
To the best of the authors' awareness, no previous study exists analysing the statistical relationship between the TTCIB and some of its constituent factors with the selected metrics of national success at managing the initial surge of the COVID-19 pandemic. This fact represents the primary evidence of this article's unique contribution.
研究目的
本文擬分析旅行及觀光競爭力指數、以及其部份構成因素,如何影響有關國家在新型冠狀病毒肺炎大爆發初期控制病毒傳播方面的成功指標。
研究設計/方法/理念
我們就132個國家於2020年上半年控制肺炎爆發方面的表現進行研究。我們以廣義線性回歸模型和加權最小平方法進行分析研究,當中使用了六個與新型冠狀病毒肺炎有關的因變數、九個與旅行及觀光競爭力指數有關的自變數、和12個控制變量。
研究結果
研究結果暗示、在擁有優越的旅行及觀光競爭力指數值和選定的構成因素的國家,以百萬人來計算,每日冠狀病毒感染及死亡的平均數字是最高的; 而且,新型冠狀病毒肺炎的傳播速度也是最高的。研究結果亦顯示、在這些國家,政府反應所需的時間是最短的,社會限制指數的日均值是最低的,以及首宗在中國被報導的個案與首宗在有關的國家被全國性地報導的個案之間的時間距是最短的。
研究的原創性/價值
盡作者們所知,從前似沒有相關的研究、以國家在新型冠狀病毒肺炎大爆發初期成功控制病毒傳播的選定指數、來分析旅行及觀光競爭力指數與其部分構成因素之間的統計關係; 這正是本文所作獨特貢獻的基本證據。
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Richard William Butler and Rachel Dodds
The purpose of this paper is to identify and review attempts at mitigation and prevention of overtourism and to outline reasons for the failure to date of such efforts.
Abstract
Purpose
The purpose of this paper is to identify and review attempts at mitigation and prevention of overtourism and to outline reasons for the failure to date of such efforts.
Design/methodology/approach
This paper is a perspective paper and draws on an examination of relevant literature on the subject through the lens of a conceptual framework. It outlines the changing roles of tourism development and marketing organisations and the failure of public sector agencies to control and manage tourism. The varying methods of limiting tourist numbers are examined, and their weaknesses are presented.
Findings
Conclusions reveal that there are a series of global trends that are contributing to the appearance and continuation of overtourism and which, to date, are proving immune to mitigation and resolution for specific reasons. These include a lack of willingness to accept the problem of tourist numbers and to reduce or effectively manage these at all levels, from local to international.
Research limitations/implications
Present approaches to mitigation need to be revisited and better integrated with management and control of all aspects of development and framed to achieve and retain political support at all levels.
Originality/value
There has been little attempt before to analyse the reasons for the failure to effectively mitigate or prevent overtourism, and this paper makes an original contribution in this area in that it is an evaluation of what is known and a summary of shortcomings within the industry and academia.
设计/方法
本论文是一篇观点性论文, 通过概念框架的视角对相关文献进行审视。它概述了旅游开发和营销组织角色的变化以及公共部门机构控制和管理旅游业的失败。研究了限制游客数量的各种方法, 并指出了它们的缺点。
目的
本文的目的是识别和回顾缓解和预防过度旅游的措施, 并概述迄今为止这些措施失败的原因。
调查结果
结论表明, 有一系列全球趋势促成了过度旅游的出现和延续, 迄今为止, 由于特定原因, 应对过度旅游的措施对这些趋势无效。这包括不愿意接受和游客人数相关的问题, 不愿意在从地方到国际各级进行减少或有效管理游客人数。
意义
本文讨论了许多旅游目的地未能解决过度旅游问题的原因。目前的缓解办法需要重新审视, 并更好地与所有区域发展方面相关的管理和控制措施相结合, 并加以规章立制, 以便在各级获得和保持政界支持。
实践意义
它概述了未来研究的潜在方向, 因此对目的地管理机构具有实际意义。特别是, 目前的缓解办法需要重新审视, 并更好地与所有区域发展方面相关的管理和控制措施相结合, 并加以规章立制, 以便在各级获得和保持政界支持。
社会影响
在许多人的心目中, 过度旅游是一个非常严重的社会问题, 本文解释了为什么这个问题很难解决。对过去失败的评估可使旅游目的地居民能够提出不同和更有效的措施, 特别是这些措施该如何实施。
创新点/价值(限100字)
独创性
之前很少有人试图分析未能有效缓解或防止过度旅游的原因。本文在这一领域作出了独创性贡献, 对文献中研究和讨论的内容进行了评估, 总结了业界和学界的不足之处, 总结了公共部门政策的失败。
Diseño/enfoque
Este trabajo es un artículo de perspectiva y se centra en un análisis de la literatura relevante sobre el tema objeto de estudio a través de un marco conceptual. Se destacan los roles cambiantes del desarrollo del turismo y de las organizaciones de marketing, así como los errores de las organizaciones del sector público para controlar y gestionar el turismo. Se presentan los diversos métodos para limitar el número de turistas y se analizan sus debilidades.
Finalidad
La finalidad de este trabajo es identificar y revisar los intentos de mitigación y prevención de la saturación turística y esbozar las razones del fracaso hasta la fecha de dichos esfuerzos.
Resultados
Las conclusiones revelan que existen una serie de tendencias globales que están contribuyendo a la aparición y continuidad de la saturación turística y que, hasta la fecha, están demostrando ser inmunes a la mitigación y resolución por razones específicas. Éstas incluyen la falta de voluntad para aceptar el problema del número de turistas y reducirlos o gestionarlos de manera eficaz en todos los niveles, desde el ámbito local hasta el internacional.
Implicaciones
El trabajo analiza lo que se considera como las razones del fracaso para resolver la saturación turística en muchos destinos turísticos. Los enfoques actuales para la mitigación necesitan ser revisados e integrarse mejor con la gestión y el control de todos los aspectos del desarrollo, y deben enmarcarse para lograr y mantener el apoyo político en todos los niveles.
Implicaciones practices
Se identifican las áreas potenciales para un mayor estudio, así como nuevas aplicaciones y, por tanto, presenta implicaciones prácticas para las organizaciones que gestionan los destinos. En particular, los enfoques actuales de mitigación deben revisarse e integrarse mejor con la gestión y el control de todos los aspectos del desarrollo, y deben enmarcarse para lograr y retener el apoyo político en todos los niveles y ser efectivos.
Implicaciones sociales
La saturación turística es un problema social en la mente de muchas personas y el documento explica por qué este problema ha demostrado ser difícil de resolver. La evaluación de los fracasos del pasado debería permitir a los residentes de los destinos turísticos abogar por medidas diferentes y más eficaces y, en particular, para que esas medidas se apliquen correctamente.
Originalidad/valor
Existen escasos intentos anteriores para analizar las razones del fracaso para mitigar o prevenir eficazmente la saturación turística. El artículo presenta una contribución original en esta área al mostrar una evaluación de lo que se ha investigado y discutido en la literatura y se ofrece una síntesis de las deficiencias dentro de la industria y la academia y el fracaso de las organizaciones del sector público para implementar sus políticas.
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Keywords
Ayman Abdo Harb, Deborah Fowler, Hyo Jung (Julie) Chang, Shane C. Blum and Wejdan Alakaleek
This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network…
Abstract
Purpose
This study relied on the Theory of Planned Behavior (TPB) to assess factors that affected event fans’ decisions regarding their intention to attend events by using social network websites. The purpose of this study is to examine the impact of event fans’ attitudes, subjective norms and perceived behavioral control on their intentions to go to events based on social networking sites (SNSs) marketing. In addition, the researchers examined the impact of perceived enjoyment on event fans’ attitudes towards events pages on SNS.
Design/methodology/approach
This study used a quantitative research method and used an online survey distributed on Qualtrics and based on the TPB. Populations in the study were followers of events pages on Facebook, Twitter and Instagram. The sample was convenience.
Findings
By using the partial least square-structural equation modeling (PLS-SEM), the study found that all the research hypothesis were supported except (H2). While event fans’ attitudes had not a statistically significant impact on their behavioral intentions towards using social media to go to events (H2), perceived enjoyment had a statistically significant impact on event fans’ attitudes towards events pages on SNS (H1). According to the research findings, event fans were influenced by their subjective norms (H3) and perceived behavioral control (H4). These factors significantly influenced event fans’ behavioral intention, which led to their actual behavior (H5).
Practical implications
This study provided evidence supporting that subjective norms and perceived behavioral control were effective in forming intention towards events page, which in turn affected actual behavior, while perceived enjoyment was effective in forming events fan attitudes towards events’ social media pages. This may indicate a need for positive images of the events depicted through social media. In addition, when using social media as a marketing medium for events, event marketers and organizers should understand how other important people’s opinions and perceptions affect the intention and behavior formation. This implies the need to stress the social acceptance of the events, and use family ties, family and other social-units elements of events.
Social implications
This study provided statistical evidence supporting the applicability of the TPB within the context of event marketing and using social media. This implies a better understanding of the rational decision-making process, along with the social factors affecting the process of forming behavioral intentions and intentions. Furthermore, perceived enjoyment was incorporated within the model. Perceived enjoyment was effective in forming positive attitudes towards events’ social media pages. This highlights the need to provide information and contents in an enjoyable and user-friendly way.
Originality/value
The value of this study is derived from its aim to highlight the importance of social media as an effective marketing tool for events. Moreover, this study sought to contribute to the literature on social media by exploring how social media affected event attendees’ behavior and attitudes and by gauging the impact of social media on the event industry.
研究目的
本论文以计划行为理论为基础, 旨在评估通过社交网站来影响会展顾客参会意愿的各项因素。本论文基于社交网络营销, 检验其会展顾客态度、主观规范、以及感知行为控制等对于顾客参会意愿的影响因素。此外, 本论文研究人员还检验感知享受如何影响会展顾客对社交网络上会展主页的态度。
研究设计/方法/途径
本论文采用定量研究方法, 借用在线问卷采样方式, Qualtrics 作为问卷发放平台, 以计划行为理论为基础。本论文的研究人群是在 Facebook、Twitter、和 Instagram 上会展主页的粉丝顾客。本论文采用便捷采样方式。
研究结果
本论文采用偏最小二乘回归方程(PLS-SEM)统计方法检验研究假设, 并发现, 除 H2 外其他假设论断均成立。会展顾客对于使用社交媒体的态度并未显著影响其参会意愿(H2), 然而, 感知享受对于会展顾客粉丝社交网站上会展主页有着显著影响(H1)。研究结果表明, 会展顾客的态度受到主观规范(H3)和感知行为控制(H4)的影响。这些因素均显著影响了会展顾客的参会意愿, 最终导致实际参会行为(H5)。
研究理论限制/意义
本论文采用实际测量数据以应用计划行为理论在会展营销和社交媒体的研究。此外, 本论文测试了三种不同社交媒体:Facebook、Twitter、和 Instagram 的粉丝用户。其研究结果证实了本论文采用的理论框架对于不同领域和社交媒体背景下的有效性。
研究实践意义
本论文用数据证实了主观规范和感知行为控制对会展粉丝参会意愿有着显著影响, 其最终导致真正参会行为。本论文还证实了感知享受显著影响了顾客粉丝会展社交主页的态度。其研究结果表明会展企业有必要在社交媒体上树立积极的会展形象。此外, 会展营销人员和组织者在使用社交媒体作为营销手段的时候, 应该认识到其他人的意见和感知对于参会人员的意愿和行为产生影响。
研究原创性/价值
本论文的研究价值主要是其强调社交媒体作为会展有效营销手段的重要性。此外, 本论文还探索了社交媒体如何影响参会人员的行为和态度, 以及社交媒体对于整个会展行业的影响, 这将对社交媒体有关的研究有着积极的贡献。
关键词
关键词偏最小二乘, 社交媒体, 社交媒体营销, 社交媒体参与, 事件营销, 计划行为理论
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Elizabeth Halpenny, Shintaro Kono and Farhad Moghimehfar
World Heritage sites (WHS) can play an important role in promoting visitation to emerging and remote destinations. Guided by the theory of planned behaviour (TPB), this study aims…
Abstract
Purpose
World Heritage sites (WHS) can play an important role in promoting visitation to emerging and remote destinations. Guided by the theory of planned behaviour (TPB), this study aims to investigate factors that predict intentions to visit WHS.
Design/methodology/approach
Survey questionnaires were used to collect data from visitors (n = 519) to four Western North American WHS. Partial least squares structural equation modelling (PLS-SEM) was used to identify three reflective models (attitude toward visiting World Heritage, perceived behavioural control and intention to visit WHS in the future), three formative models (attitude toward World Heritage designation, social influence (subjective norms) to visit World Heritage and World Heritage tourism brand equity) and a structural model.
Findings
World Heritage tourism brand equity and social influence were strong positive predictors of intentions to visit WHS in the future. Attitudes towards World Heritage designation, followed by World Heritage travel attitudes and perceived behavioural control, were progressively weaker, yet positive predictors. However, the latter two concepts’ impact was negligible.
Originality/value
This study addresses four deficiencies in tourism studies: TPB studies have failed to find consistent predictors of intentions to visit destinations; very few studies have attempted to verify the factors that predict visitation to WHS, despite the opportunities and costs that can arise from WHS-related tourism; few studies of tourists’ perceptions of World Heritage and related WHS travel intentions have been conducted in North America; and PLS-SEM was used to perform statistical methods not commonly used in tourism studies including formative models, importance-performance mapping and confirmatory tetrad analysis.
研究目的
世界遗址(WHS)对于提高新兴和偏远地区的游览率起到重要作用。本论文以计划行为理论(TPB)为理论基础,研究游览WHS的动机因素。
研究设计/方法/途径
本论文采用问卷采样形式,519名游览四个美国西北部WHS公园的游客为问卷样本。本论文采用偏最小二乘回归(PLS-SEM)分析数据,(a) 确立三个反应性测量模型(WHS游览态度、感知行为控制、未来WHS游览意向),(b) 确立三个形成性测量模型(WHS游览态度、WHS游览的社会影响力(主观规范)、以及WHS旅游品牌资产),以及(c) 验证一个结构模型。
研究结果
世界遗产旅游品牌资产和社会影响力是未来游览WHS意向的有效动力。世界遗产目的地的态度,由世界遗产旅游态度和感知行为控制所主导,也有着对未来游览WHS意向的积极促进作用,但是作用相对较弱。然而,世界遗产旅游态度和感知行为控制并未发现对未来游览WHS意向有直接决定作用。
研究原创性/价值
本论文弥补了旅游研究中的四大不足:(a) TPB研究未能找出旅游目的地游览意向的一致的决定因素; (b) 几乎没有文献试图验证WHS游览意向决定因素,尽管这将对WHS相关旅游业的机遇和成本控制有着重大意义; (c) 有关世界遗产和相关WHS旅游意向的研究还尚未在北美地区开枝散叶; (d) 本论文借用PLS-SEM方法来分析数据,包括验证形成性测量模型、重要性-绩效画图分析法、以及四分子分析法等,这在旅游文献中不常见。
关键词
品牌态度,世界遗产,旅游意向,TPB,品牌资产,品牌忠诚度
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Wilson K.S. Leung, Man Lai Cheung, Man Kit Chang, Si Shi, Sin Yan Tse and Lenny Yusrini
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Research limitations/implications
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.
Practical implications
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.
Originality/value
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
研究目的
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。
研究设计/方法/途径
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。
研究发现
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
研究限制/价值
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。
实践价值
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
研究原创性/价值
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。
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Fitri Rahmafitria, Karim Suryadi, Hera Oktadiana, Heru Purboyo H. Putro and Arief Rosyidie
The paper aims to examine the effect of physical distancing control on the intention to travel during the pandemic and to assess the influence of knowledge, social concern and…
Abstract
Purpose
The paper aims to examine the effect of physical distancing control on the intention to travel during the pandemic and to assess the influence of knowledge, social concern and perceived risk on the theory of planned behavior (TPB).
Design/methodology/approach
A total of 1,068 Indonesian respondents through a purposive sampling approach, filled out online questionnaires during the pandemic. The collected data were analyzed using partial least squares-structural equation modeling.
Findings
The results indicated that subjective norm as the external factor of the TPB has a stronger effect than the internal factors; attitude and behavioral control. It appears that in a collectivist society, prohibition enforced by family and friends, as well as the government’s sanctions have a stronger influence on one’s decision to travel. The findings also suggested that knowledge, perceived risks and social concern effect tourists’ behavior. Uncertainty and inadequate knowledge will decrease the level of perceived risk, which leads to lower control in practicing physical distancing and increasing intention to travel during the pandemic.
Research limitations/implications
The research has limitations in its use of a convenient sampling method. This method may not represent the whole population, causing the results to be difficult for generalization. There is also the need for extending the TPB model with different variables in the context of tourism and pandemic. This study enriches the existing tourism literature by applying TPB to examine tourists’ behavior during the Covid-19 pandemic, focusing on knowledge, social concern and perceived risk theory.
Practical implications
This paper offers useful insights for tourism planners in the government and private destination management levels. It is crucial for a destination management organization to understand the relationship between knowledge, perception and social concern with tourists’ behavior while traveling during pandemics. The understanding of tourist’s behavior when traveling during the pandemic will assist in developing and creating activities and designing health protocols at tourist attractions.
Originality/value
This study extended the TPB to analyze tourists behavior during the pandemic by applying knowledge, social concern and perceived risk elements.
研究目的
本研究旨在解释疫情期间社交距离控制对出行意图的影响,并分析知识,社会意识和风险感知在计划行为理论中的作用。
研究设计和方法
在新冠肺炎疫情期间,通过目的性抽样的方法, 1,068名来自印度尼西亚的受访者参与了网络问卷调查。所获数据通过PLS-SEM分析。
研究结果
结果表明,主观规范作为计划行为理论的外部因素比内部因素(态度和行为控制)具有更强的作用。在集体主义社会中,来自亲友的禁令以及政府的制裁似乎对旅行决策产生了更大的影响。研究结果还表明,知识、风险感知和社会关注会影响游客的行为。不确定性和知识不足将降低风险感知的水平,从而导致人们对距离控制的疏忽,并在疫情期间增加旅行意向。
研究实施局限性
该研究存在局限性在于使用了方便样本。此样本不能代表整个群体,因此研究结果可能不具有极高的普适性。未来关于疫情下出游的研究,需要继续延申计划行为理论,探讨该模型与其他变量的关联。本研究丰富了现有的游客研究,主要贡献针对计划行为理论在疫情下出游这一场景中的应用,和与知识、社会意识和风险感知的理论建构。
研究实际意义
这项研究为公共与私人旅游区的管理做出了重要贡献。 目的地管理组织(DMO)必须了解在疫情期间的游客的行为与知识、风险感知和社会关注之间的关系。这些疫情下游客行为的理论建构能够帮助开发游客活动,并为疫情下旅游区游客健康守则提供设计参考。
研究原创性或新颖性
这项研究是对计划行为理论的拓展,并且是对该理论模型在疫情下出游的具体应用;研究分析了此理论模型与知识、社会关注和风险感知的关联。
关键词:社交距离,疫情期间的出游,新冠肺炎疫情,计划行为理论,风险感知,社会关注
文章类型:研究论文
Propósito
Este artículo analiza los efectos del control de la distancia física en la intención de viajar durante la pandemia y la influencia del conocimiento, la preocupación social y riesgo percibido en la teoría del comportamiento planificado (TPB).
Diseño/ metodología
A través de un sistema de muestreo por conveniencia, se obtuvo una muestra de 1.068 participantes de Indonesia que completaron la encuesta online durante la pandemia. La información recopilada fue analizada a través del PLS-SEM.
Resultados
Los resultados indicaron que la norma subjetiva como factor externo de la teoría del comportamiento planificado ejerce un efecto superior al de los factores internos; actitud y control del comportamiento. Resulta que, en una sociedad colectivista, la prohibición reforzada por la familia y amigos, así como las sanciones del gobierno ejercen una influencia mayor en la decisión individual de viajar. Los resultados también sugieren que el conocimiento, los riesgos percibidos y la preocupación social afectan al comportamiento del turista. La incertidumbre y el desconocimiento disminuyen el nivel de riesgo percibido lo cual conduce a un menor control a la hora de cumplir con el distanciamiento físico y a una mayor intención de viajar durante la pandemia.
Limitaciones del estudio/implicaciones
Las limitaciones de esta investigación tienen su origen en el sistema de muestreo de conveniencia utilizado en esta investigación. Este método puede no representar al total de la población, lo cual provoca dificultad en la generalización de los resultados. También existe la necesidad de ampliar el modelo de la teoría del comportamiento planificado (TPB) incorporando variables propias del contexto turístico y de la pandemia. Este estudio supone una aportación a la literatura existente en turismo al aplicar la teoría del comportamiento planeado al análisis del comportamiento de los turistas durante la pandemia del covid-19, con un enfoque en el conocimiento, la preocupación social y la teoría del riesgo percibido.
Implicaciones prácticas
Esta investigación es de utilidad para los responsables de la planificación de la actividad turística tanto a nivel gubernamental como privado. Es crucial para que las organizaciones responsables de la gestión del destino (DMO) comprendan la relación existente entre conocimiento, percepción y preocupación social, con el comportamiento de los turistas cuando viajan en tiempos de pandemia. La comprensión del comportamiento de los turistas cuando viajan durante la pandemia ayudará a desarrollar, crear actividades y diseñar protocolos de salud en las atracciones de los turistas.
Originalidad/valo
Este estudio extiende la teoría de comportamiento planificado al análisis del comportamiento de los turistas durante la pandemia a través de la aplicación del conocimiento, preocupación social y elementos de riesgo percibido.
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Shafique Ur Rehman, Hamzah Elrehail, Kiran Nair, Anam Bhatti and Abdallah Mohammad Taamneh
This paper draws on resource-based theory (RBV) to examine the impact of the management control system (MCS) package on business performance through the mediating role of…
Abstract
Purpose
This paper draws on resource-based theory (RBV) to examine the impact of the management control system (MCS) package on business performance through the mediating role of entrepreneurial competencies and the interaction role of business strategy in small and medium-sized enterprises (SMEs).
Design/methodology/approach
A total of 372 questionnaires were used in this research for analysis purposes using partial least square–structural equation modelling. Cluster sampling was used and nine states out of 16 states were selected randomly, including Kelantan, Johor, Sarawak, Selangor, Kedah, Kuala Lumpur, Penang, Perak and Sabah, because the nine states cover 84.4% of the total SMEs.
Findings
The results revealed that only cultural and administrative control has no relationship with business performance. Moreover, in the MCS package, all elements have a significant and positive influence on entrepreneurial competencies. Furthermore, business strategy (cost leadership and differentiation strategy) significantly moderates, while entrepreneurial competencies mediate between, cultural, planning, cybernetic, rewards and compensation, administrative control and business performance.
Originality/value
SMEs in Malaysia are contributing 36.6% to gross domestic product. Further, as this sector is important, less attention has been paid to this area of MCS package with business strategies to determine organisational performance. This study fills these gaps, and the recommendations and findings for further research are discussed in detail accordingly. Moreover, the findings of the current research provide guidelines for the management of SMEs.
研究目的
本文應用資源基礎理論,來探討管理控制系統套裝對經營績效的影響;研究的進行,乃透過探討企業家才能所扮演的中介角色以及在中小型企業裡,經營策略所扮演的交互作用角色。
研究的設計/方法/理念
研究共分析了372份調查問卷, 研究使用的方法為偏最小平方法PLS-SEM。使用集體抽樣法,從16個州屬中隨機抽取9個州,該9個州包括吉蘭丹州、柔佛州、砂拉越、雪蘭我、吉打、吉隆玻、檳城、霹靂和沙巴;這是因為該9個州已涵蓋整體中小型企業的84.4%。
研究結果
研究結果顯示,只有文化和行政管制是與業務績效沒有關聯的。而且,在管理控制系統套裝裡,所有元素對企業家才能均有顯著和正面的影響。再者,經營策略 (成本領先戰略和差導化戰略) 在文化、策劃、神經機械學、獎勵和補償、行政管制與經營績效之間起著顯著的緩和作用;而企業家才能則於當中起中介的作有。
研究的原創性/價值
在馬來西亞,中小型企業佔國內生產總值的36.6%。再者,這個部門至為重要,唯對管理控制系統套裝這範疇 (組織的業績如何取決於經營策略) 的關注則不足 。本研究彌補這研究的差距,因應為進一步研究仔細討論了建議和研究結果。另外,本研究的研究結果,為管理中小型企業提供了指引。
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