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Article
Publication date: 10 June 2020

Hui Li, Che-Hui Lien, Stephen W. Wang, Tien Wang and Weiwei Dong

The purpose of this study is to investigate the influence of three sources of social representation (i.e. direct experience of an event, the media and social interaction…

Abstract

Purpose

The purpose of this study is to investigate the influence of three sources of social representation (i.e. direct experience of an event, the media and social interaction) on tourists’ formation of event image; to examine the effect of event image, satisfaction and city image on tourists’ revisit intentions to the host city; and to explore the mediating role of city image.

Design/methodology/approach

This study used the 28th Qingdao International Beer Festival (QIBF) as the case for verifying the relationships in the proposed model. The survey was conducted in Qingdao and 366 valid observations were collected. Structural equation modeling was used to validate the research model.

Findings

Event image is found to be significantly and positively influenced by direct experience of an event and social interaction. City image and satisfaction are important predictors of revisit intention. The meaning of event image is transferred to city image. City image plays a pivotal role in mediating the effect of event image and satisfaction on revisit intention to the host city.

Research limitations/implications

This study surveyed Chinese tourists attending QIBF in Qingdao and consequently the outcomes may lack generalizability. This research did not survey foreign tourists. Thus, the differences of attitudes and behaviors between Chinese and foreign tourists are not compared.

Practical implications

The outcomes provide insights into how a city manager can organize an event to enhance tourists’ intentions to revisit the city.

Originality/value

This study represents one of the few studies that use both social representation theory and the theory of brand image transfer in examining the influence of external social contexts on tourists’ formation of event image and investigates how the unique meaning of event activities is transferred to city image. In addition, the mediating role of city image is fully explored in this research.

研究目的

本研究的目的包括(1)探究社会表征的三个来源(事件的直接体验, 媒体影响, 社会互动)对游客事件形象评价的影响;(2)验证事件形象、满意度、城市形象对游客重访举办地意愿的影响;(3)检验城市形象的中介作用。

研究方法

本研究以第28届青岛国际啤酒节为案例研究对象, 来验证模型中的变量关系。调研在青岛进行, 共收集有效问卷366份。通过结构方程模型来验证研究假设。

结论

事件形象评价受到直接体验和社会互动的显著积极影响。城市形象和满意度是游客重访意愿重要的影响因素, 事件形象的内涵转移到城市形象。城市形象在事件形象和满意度对重访意愿的影响作用中起到重要的中介作用。

研究局限

本研究对参加青岛国际啤酒节的中国游客进行调研, 结果可能缺少普适性。本研究没有调研外国游客, 缺少中外游客的态度和行为差异的对比。

实践意义

研究结论对于城市管理者如何更好的组织事件活动以提升游客重访城市的意愿提供了新的思路。

价值

本研究将社会表征理论和品牌形象理论应用到事件营销当中, 解释了游客事件形象评价的形成过程中外部社会情境的影响, 以及事件活动的独特内涵向城市形象转移的过程。同时, 本研究验证了城市形象在事件形象和满意度对重访意愿的影响作用中的中介作用。

关键词

事件形象, 城市形象, 满意度, 重访意愿, 社会表征理论

文章类型

研究论文

Propósitos de investigación

(1) explorar el impacto de tres fuentes de representación social (experiencia directa de eventos, influencia de los medios, interacción social) en la evaluación de la imagen del evento de los turistas; (2) Verificar el impacto de la imagen del evento, la satisfacción y la imagen de la ciudad en la voluntad de los turistas para volver a visitar el lugar; (3) verificar el papel mediador de la imagen de la ciudad.

Métodos de investigación

Este estudio toma el 28° Festival Internacional de Cerveza de Qingdao como un objeto de estudio de caso para verificar la relación de las variables en el modelo. La encuesta se realizó en Qingdao y se recolectó un total de 366 cuestionarios válidos. El modelo de ecuación estructural se utiliza para verificar la hipótesis de investigación.

Conclusión

El estudio muestra que la experiencia directa de los eventos y la interacción social tienen un impacto positivo y significativo en la evaluación de la imagen del evento. La imagen de la ciudad y la satisfacción son factores importantes que influyen en la voluntad de los turistas a volver a visitar. Los resultados de la investigación muestran que la imagen de la ciudad desempeña un importante papel de mediación en el efecto de la imagen del evento y la satisfacción en la voluntad de volver a visitar.

Limitaciones de investigación

este estudio encuestó a los turistas que participaron en el Festival Internacional de Cerveza de Qingdao, y los resultados pueden carecer de generalidad. Este estudio no investigó a los turistas extranjeros, solo a los turistas chinos, por eso careció de una comparación de las diferencias en actitudes y comportamientos entre los turistas chinos y extranjeros.

Importancia práctica

las conclusiones de la investigación proporcionan nuevas ideas sobre cómo los administradores de la ciudad pueden organizar mejor las actividades del evento para aumentar la voluntad de los turistas a visitar la ciudad nuevamente.

Valor

este estudio aplica la teoría de la representación social y la teoría de la imagen de marca al marketing de eventos, explicando el impacto de los contextos sociales externos en la formación de la evaluación de imágenes de eventos turísticos y el proceso de transferir la connotación única de las actividades de eventos a la imagen urbana. Al mismo tiempo, este estudio demuestra que el papel mediador de la imagen de la ciudad tiene un impacto de la imagen del evento y la satisfacción en la voluntad de volver a visitar.

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Article
Publication date: 18 June 2018

Che-Hui Lien, Jyh-Jeng Wu, Maxwell K. Hsu and Stephen W. Wang

The purpose of this paper is to examine the mediating effect of functional value and symbolic value between positive moods and word-of-mouth (WOM) referrals in the context…

Abstract

Purpose

The purpose of this paper is to examine the mediating effect of functional value and symbolic value between positive moods and word-of-mouth (WOM) referrals in the context of Taiwan’s banking industry. In addition, this study investigates the moderating effect of relational benefits on the relationship between perceived value and WOM.

Design/methodology/approach

The research model was tested using data collected from customers (n=362) of the top 10 domestic banks in Taiwan. Structure equation modeling was employed to test and validate the conceptual model.

Findings

Positive moods are found to be an important predictor of functional value, symbolic value and WOM in this banking service study. Four types of relational benefits are identified including social, special treatment, confidence and face. Note that two distinct segments of bank customers are identified in terms of relational benefits: those who appreciate face benefits (n1=169), and those who appreciate general relational benefits (n2=193). The findings reveal the existence of partial mediation between a banking customer’s mood and WOM through functional value and symbolic value in the overall sample (n=362). However, it was found that functional value partially mediates the influence of positive moods on WOM among respondents in the “general relational benefits” segment only. That is, relational benefits are found to moderate the relationship between functional value and WOM.

Originality/value

This study expands the existing body of knowledge on customers’ perceptions of value by differentiating types of value perceptions.

Details

International Journal of Bank Marketing, vol. 36 no. 4
Type: Research Article
ISSN: 0265-2323

Keywords

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Article
Publication date: 8 July 2014

Che-hui Lien, Jyh-Jeng Wu, Ying-Hueih Chen and Chang-Jhan Wang

The purpose of this paper is to examine the effect of service quality (interaction, physical environment, and outcome quality) on trust, to investigate the trust transfer…

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Abstract

Purpose

The purpose of this paper is to examine the effect of service quality (interaction, physical environment, and outcome quality) on trust, to investigate the trust transfer in the healthcare industry, to explore the moderating effects of image congruence and switching costs on the trust transfer, and to assess the effect of trust on patients’ willingness of recommendation.

Design/methodology/approach

The research model was tested using data collected from 483 inpatients in 15 medium-to-large hospitals in Taiwan. Structure equation modeling with the latent interaction effect was employed to verify and validate the research model.

Findings

The outcomes show that interaction quality and outcome quality positively influence patients’ trust in the original hospital. But the effect of environment quality on trust is not significant. Patients’ trust in the original hospital positively affects their trust in its allied hospitals. Furthermore, image congruence positively moderates the trust transfer. However, switching costs do not appear to moderate the trust transfer. The results also confirm that trust in the original hospital and its allied hospitals positively affect patients’ willingness to recommend allied hospitals.

Research limitations/implications

Due to the chosen research approach, the 15 hospitals cannot represent all hospitals in Taiwan and the research outcomes may lack generalizability.

Practical implications

The research results provide insight into how a hospital can improve and manage patients’ trust and the trust transfer.

Originality/value

This study represents one of the few that empirically investigates trust and trust transfer in the healthcare industry and examines the moderating effects of image congruence and switching costs on the trust transfer.

Details

Managing Service Quality, vol. 24 no. 4
Type: Research Article
ISSN: 0960-4529

Keywords

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