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1 – 10 of over 3000Hue Kim Thi Nguyen, Phuong Thi Kim Tran and Vinh Trung Tran
This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the…
Abstract
Purpose
This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.
Design/methodology/approach
The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.
Findings
Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.
Research limitations/implications
Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.
Practical implications
DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.
Originality/value
This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).
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Ahmed Hamdy, Jian Zhang and Riyad Eid
The authors’ examination aims to offer a quantitative perspective on the interrelationships between tourist harassment, the destination image, emotions and destination revisit…
Abstract
Purpose
The authors’ examination aims to offer a quantitative perspective on the interrelationships between tourist harassment, the destination image, emotions and destination revisit intent. Furthermore, it explores the moderating role of travelers' experiences and tolerance in the link between tourist harassment, the destination image and revisit intentions.
Design/methodology/approach
The authors’ examination seeks to fill this research gap by utilizing a combination of qualitative and quantitative methods to test eight hypotheses using AMOS 23 and PROCESS MARCO.
Findings
The findings showed that tourist harassment negatively impacts the destination image and revisit intentions. Moreover, it indicated that tourists' experiences and tolerance moderate the link between harassment, the destination image and revisit intentions for travelers with high levels of experience and tolerance compared to those with low levels.
Originality/value
This article contributes to travel research and service failure recovery research on tourist harassment and its consequences. To this end, it developed and validated a new tourist harassment scale. Moreover, it is the first study that examines the moderating role of visitors' experiences and tolerance on the link between tourist harassment, the destination image and revisit intentions. Finally, this article is the first to empirically offer destination harassment reduction techniques.
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Wan Yang, Lu Zhang, Wei Wei, Michelle Yoo and Bobbie Rathjens
The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward…
Abstract
Purpose
The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.
Design/methodology/approach
A factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.
Findings
Results indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.
Practical implications
This study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.
Originality/value
While most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.
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This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.
Abstract
Purpose
This study aims to examine the visual effects of cause-related marketing (CM) posts on Instagram, with a focus on image resolution and consumer engagement.
Design/methodology/approach
Three studies were conducted through an experimental design. Study 1 (N = 155) uncovered the mediation underlying the effects of image quality (low and high image resolution). Study 2 (N = 160) replicated the findings of the first study and extended the investigation by examining the mediator (fluency) and moderator (visual sensitivity). Study 3 (N = 291) further extended the effects of image resolution by demonstrating its interactive effects with the visual complexity of an Instagram post design in a 2 × 2 factorial experiment.
Findings
The serial mediation analysis demonstrated that high image resolution CM posts yielded more favorable evaluations in terms of brand credibility and information costs saved, subsequently leading to positive brand attitudes, purchase intentions and increased Instagram engagement. Processing fluency mediated image effects on brand credibility, while individual differences in visual sensitivity moderated the image effects. The image resolution effects were greater for visually complex CM posts compared to simple ones.
Originality/value
To one's best knowledge, little to no research has examined the image quality of Instagram posts in the context of CM and the extent to which such visual cues can affect consumers' brand evaluations and engagement on the platform.
Research implications
Despite its practical significance, there exists a notable gap in understanding the specific role of CM posts on Instagram and the impact of visual elements on consumer behaviors. The current research findings aim to bridge the research gap.
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Francisco Javier Blanco-Encomienda, Shuo Chen and David Molina-Muñoz
Due to the intense rivalry in the smartphone market, manufacturers of mobile phones are becoming increasingly interested in knowing the factors that influence consumers' purchase…
Abstract
Purpose
Due to the intense rivalry in the smartphone market, manufacturers of mobile phones are becoming increasingly interested in knowing the factors that influence consumers' purchase intention. This paper aims to examine the effect of country-of-origin image, brand image and attitude towards the brand on the purchase intention of smartphone users.
Design/methodology/approach
An empirical study was performed based on the information gathered from smartphone users. The structural equation modeling (SEM) technique was applied to examine the hypotheses.
Findings
The authors found that brand image and attitude towards the brand significantly influence consumer purchase intention. Additionally, there is an indirect effect even when the nation of origin image does not directly influence the consumer's purchase intention. Indeed, brand image and attitude towards the brand act as a mediator between the country-of-origin image and purchase intention.
Originality/value
This study presents a conceptual model on the impact of country-of-origin image on the propensity of consumers to buy smartphones in a field where little research has been done. The investigation offers a consumer-focused analysis regarding the country-of-origin image. This suggests a significant shift from the current strategy, which is frequently centered on the viewpoint of the companies.
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Yun Liu, Xingyuan Wang and Heyu Qin
This paper aims to explore the matching effect of hospitality brand image (cool vs non-cool) and service agents (Artificial intelligence [AI] vs human staff) on brand attitude…
Abstract
Purpose
This paper aims to explore the matching effect of hospitality brand image (cool vs non-cool) and service agents (Artificial intelligence [AI] vs human staff) on brand attitude, with a focus on assessing the role of feeling right as a mediator and service failure as a moderator.
Design/methodology/approach
This paper tested the hypotheses through three experiments and a Supplementary Material experiment, which collectively involved 835 participants.
Findings
The results indicated that the adoption of AI by cool brands can foster the right feeling and enhance consumers’ positive brand attitudes. In contrast, employing human staff did not lead to improved brand attitudes toward non-cool brands. Furthermore, the study found that service failure moderated the matching effect between service agents and cool brand images on brand attitude. The matching effect was observed under successful service conditions, but it disappeared when service failure occurred.
Practical implications
The findings offer practical guidance for hospitality companies in choosing service agents based on brand image. Cool brands can swiftly transition to AI, reinforcing their modern, cutting-edge image. Traditional brands may delay AI adoption or integrate it strategically with human staff.
Originality/value
To the best of the authors’ knowledge, this paper represents one of the first studies to address the issue of selecting the optimal service agent based on hospitality brand image. More importantly, it introduces the concept of a cool hospitality brand image as a boundary condition in the framework of AI research, providing novel insights into consumers’ ambivalent responses to AI observed in previous studies.
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Shahidul Islam, Mashiat Zahin and Shahida Binte Rahim
This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and…
Abstract
Purpose
This study examines the impact of consumer-perceived value (CPV) dimensions such as product quality, price fairness, brand prestige and brand positioning on brand attitude and loyalty for electronic home appliance brands in an emerging market. It also explores the moderating effect of perceived store image on the relationship between brand attitude and loyalty.
Design/methodology/approach
This study proposes an integrated model based on consumption values and the value-attitude-behavior (V-A-B) framework. Survey data from 209 Bangladeshi consumers of electronic home appliances were used to test the model. Covariance-based structural equation modeling (CB-SEM) and PROCESS macro were employed to test the hypotheses.
Findings
This research underscores the importance of CPV dimensions, such as product quality, price fairness, brand prestige and positioning, in predicting brand loyalty through brand attitude. Store image moderates the link between brand attitude and loyalty, with a stronger relationship when store image is high and a weaker relationship when it is low.
Originality/value
This study broadens marketing and consumption value theory by investigating brand prestige and positioning in the V-A-B framework in the emerging market. This is the first study to use perceived store image to moderate the relationship between brand attitude and loyalty.
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Nguyen Thi Khanh Chi and Hanh Pham
This study investigates the moderating effect of eco-destination image on the relationships between travel motivations and ecotourism intention.
Abstract
Purpose
This study investigates the moderating effect of eco-destination image on the relationships between travel motivations and ecotourism intention.
Design/methodology/approach
The study employs the convenience sampling method to develop a research sample, and the multivariate data analysis method to analyse the data of 435 valid observations collected in the structured questionnaire survey conducted in Vietnam.
Findings
The paper reports that the eco-destination image significantly strengthens the effects of four travel motives (i.e. excitement, escape, knowledge-seeking and self-development) on ecotourism intention. However, the moderating impact of eco-destination image on the link between socialising motive and ecotourism intention is insignificant.
Originality/value
This study is the first to shed light on the role of eco-destination image in strengthening the effects of travel motivations on ecotourism demand. The study provides a framework for segmenting promotion materials associated with destination image based on different types of customers' internal travel motivations. The framework includes four dimensions: (1) destination image reflecting enablers of excitement, (2) destination image reflecting enablers of escaping from daily life routine, (3) destination image reflecting enablers of knowledge-seeking and (4) destination image reflecting enablers of personal development.
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This study intend to investigate a theoretical model looking at how particular tourist emotions, such as “joy,” “love,” and “positive surprise,” might predict their behavior by…
Abstract
Purpose
This study intend to investigate a theoretical model looking at how particular tourist emotions, such as “joy,” “love,” and “positive surprise,” might predict their behavior by looking at how satisfied they are with their whole experience when visiting spas, and to examine the relationship of emotional experience, destination image, satisfaction and intention to revisit for spa tourism.
Design/methodology/approach
A sample of 345 individuals who traveled to Alleppey as domestic tourists participated in the research study. A non-probability (purposive) sampling method in this study. The structural model was analyzed using Structural Equation modeling (SEM), and the path coefficients were examined to test the hypotheses.
Findings
The results supported the hypotheses, indicating that specific emotions, image of the destination, and satisfaction significantly impacted tourists' intentions to revisit Alleppey as a spa tourism destination. This study demonstrated that “emotions of joy, love, and positive surprise” have a considerable influence on the image of the destination and satisfaction. The findings reveal a substantial correlation between satisfaction and behavioral intention (“Intention to revisit”). The research suggests that a higher degree of satisfaction would encourage visitors to revisit the location.
Research limitations/implications
The research suggests that a higher degree of satisfaction would encourage visitors to revisit the location. This research offers vital information for developing, planning, and putting into practice tourism policies in the spa tourism sector. This article focuses on domestic travelers who travel to Alleppey, so the conclusions may not be relevant to research utilizing foreign tourists.
Originality/value
According to the literature study, and to the authors` knowledge, only limited number of studies that look at spa tourism from a wellness perspective. Additionally, Alleppey is used in the study as the study’s setting, providing insight into the visitor experiences of this expanding spa tourism business. This study gives understanding about how emotional experience predicts behavioral intentions.
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Qiuying Chen, Ronghui Liu, Qingquan Jiang and Shangyue Xu
Tourists with different cultural backgrounds think and behave differently. Accurately capturing and correctly understanding cultural differences will help tourist destinations in…
Abstract
Purpose
Tourists with different cultural backgrounds think and behave differently. Accurately capturing and correctly understanding cultural differences will help tourist destinations in product/service planning, marketing communication and attracting and retaining tourists. This research employs Hofstede's cultural dimensions theory to analyse the variations in destination image perceptions of Chinese-speaking and English-speaking tourists to Xiamen, a prominent tourist attraction in China.
Design/methodology/approach
The evaluation utilizes a two-stage approach, incorporating LDA and BERT-BILSTM models. By leveraging text mining, sentiment analysis and t-tests, this research investigates the variations in tourists' perceptions of Xiamen across different cultures.
Findings
The results reveal that cultural disparities significantly impact tourists' perceived image of Xiamen, particularly regarding their preferences for renowned tourist destinations and the factors influencing their travel experience.
Originality/value
This research pioneers applying natural language processing methods and machine learning techniques to affirm the substantial differences in the perceptions of tourist destinations among Chinese-speaking and English-speaking tourists based on Hofstede's cultural theory. The findings furnish theoretical insights for destination marketing organizations to target diverse cultural tourists through precise marketing strategies and illuminate the practical application of Hofstede's cultural theory in tourism and hospitality.
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