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Article
Publication date: 26 October 2020

Xueting Dou, Alei Fan and Liping Cai

This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a…

Abstract

Purpose

This paper aims to investigate how the contextual marketing strategy facilitated by mobile technology enhances consumers’ purchase intention and experiential quality in a hedonic service setting – museum. Specifically, this study explores the impacts of a context-triggered push notification promoting context-related souvenirs embedded in the museum mobile app on visitors’ souvenir purchase intention and visit experience.

Design/methodology/approach

This study adopted a scenario-based experimental design with video stimuli and a follow-up survey questionnaire. A total of 151 participants were randomly assigned to one of the two art museum visiting scenarios (i.e. with vs without the in-app push notification). A series of one-way ANOVA comparisons and serial mediation tests were conducted for hypotheses testing.

Findings

The results show that the mobile app promoting context-related souvenirs positively affects museum visitors’ souvenir purchase intention without undermining their experiential quality. The serial mediation effects through contextual perceived value and impulse buying tendency further explain how the in-app push notification influences visitors’ souvenir purchase intention.

Originality/value

This study extends the contextual marketing research to a unique service domain (i.e. museum) and contributes to the service technology literature. The findings present empirical evidence for the effectiveness of mobile contextual marketing and its potential to enhance consumers’ experiential quality in a hedonic service setting. The current research provides practical guidelines to both the museum management and mobile app developers.

Details

Journal of Services Marketing, vol. 35 no. 5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 13 May 2019

Xiaolin Shi, Jonathon Day, Susan Gordon, Liping Cai and Howard Adler

The purpose of this paper is to examine visitors’ motivations for going to the South Luogu Alley, a famous hutong with an over 700-year history in Beijing, China.

Abstract

Purpose

The purpose of this paper is to examine visitors’ motivations for going to the South Luogu Alley, a famous hutong with an over 700-year history in Beijing, China.

Design/methodology/approach

The study applied a self-administered questionnaire to collect data from visitors on the main street of the South Luogu Alley.

Findings

It was found that most visitors of the hutong are casual tourists pursuing relaxation, including tension release and spending time with friends and family; seeking authenticity is not visitors’ most important motivation.

Research limitations/implications

This study used only one hutong to assess visitors’ motivations in hutong tourism, so the results may not be applicable to all hutongs.

Practical implications

The research on the demographics and different motivations of the South Luogu Alley visitors can be useful to managers of tourism-related organizations.

Social implications

This study shows that tourists with different motivations for visiting a hutong have varying requirements for authenticity. The reconstruction of some historical hutongs is not always perceived as negative, and the influence of Western cultural elements can be seen as positive if they contribute to the sustainable development of the local culture.

Originality/value

The term “hutonger,” which includes casual visitors, entertainment seekers, authenticity seekers and pure escapees, based on these respective motivations, is introduced to describe the specific groups of hutong visitors and contribute to the hutong tourism literature.

Details

Journal of Hospitality and Tourism Insights, vol. 2 no. 2
Type: Research Article
ISSN: 2514-9792

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Article
Publication date: 14 August 2017

Wei Wei, Li Miao, Liping A. Cai and Howard Adler

The purpose of this study is to explore how event attendees experience interactive encounters in the most competitive segment of the business sector of events – conferences.

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Abstract

Purpose

The purpose of this study is to explore how event attendees experience interactive encounters in the most competitive segment of the business sector of events – conferences.

Design/methodology/approach

A total of 26 in-depth personal interviews was conducted with previous conference attendees. Line-by-line open coding, axial coding and selective coding are performed.

Findings

This study develops a framework for experiences during customer–customer encounters (CCEs), which presents a dual motivational structure that explains one’s participation in CCEs, a classification of typical CCEs, four processes that one experiences during CCEs and three levels of situational factors that influence experiences during CCEs.

Originality/value

This study makes one of the first attempts to propose a multidimensional conceptualization of CCE experiences using an attendee perspective. Beyond the utilitarian and social benefits, this study suggests that it is important for event studies to explore the psychological and emotional meanings of CCE experiences through an experiential lens and that the competitive battleground in event industry should lie in staging memorable experiences during CCEs.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 8
Type: Research Article
ISSN: 0959-6119

Keywords

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Book part
Publication date: 12 October 2018

Abstract

Details

Quality Services and Experiences in Hospitality and Tourism
Type: Book
ISBN: 978-1-78756-384-1

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Book part
Publication date: 9 December 2009

Abstract

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

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Book part
Publication date: 9 December 2009

Liping A. Cai, William C. Gartner and Ana María Munar

Academic inquiries have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. The practice…

Abstract

Academic inquiries have predominantly treated destination branding as a marketing phenomenon that happens to involve tourists as customers in a marketplace. The practice of it has been entrenched in deploying tactical marketing tools such as attention-grabbing slogans. This opening chapter provides a critical review of destination and place branding literature, as well as a synopsis of each of the 15 chapters assembled in this state-of-the-art collection. Considering tourism branding as a community affair, this volume is distinguished from previous publications by adopting a global and more multidisciplinary approach and by placing the subject of tourism branding outside of the conventional domains of marketing and destination. By having the host community at the central stage, many chapters explicitly consider different stakeholders in the process of branding. Built on theoretical foundations with both empirical findings and practical cases, this book brings together different perspectives and offers an intellectual and open dialogue among academics and practitioners of the field.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

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Book part
Publication date: 9 December 2009

Liping A. Cai

This chapter adopts a sociological perspective to examine the phenomenon of destination branding. Invoking the social exchange theory as the foundation and its complex…

Abstract

This chapter adopts a sociological perspective to examine the phenomenon of destination branding. Invoking the social exchange theory as the foundation and its complex exchange system as its framework, the chapter elaborates the uniqueness of rural destination as a social structure rather than a market or organizational entity. A branding model for rural destinations is proposed and illustrated through a case study. The model advocates a community-based approach to image research as a platform on which the branding process takes place. The chapter reports the comparative findings on the image as projected by a destination marketing organization, perceived by current and potential tourists, and desired by local residents. By highlighting the role of host community's participation in tourism branding, the study informs its definition as a continuing process to create affective experiences through building a unique identity and sustaining a consistent image that emotionally bond with residents and resonate with tourists.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

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Book part
Publication date: 9 December 2009

Maja Konecnik Ruzzier and Mitja Ruzzier

This chapter integrates brand identity and equity as a two-dimensional approach to destination branding. By incorporating the supply- and demand-side perspectives, the…

Abstract

This chapter integrates brand identity and equity as a two-dimensional approach to destination branding. By incorporating the supply- and demand-side perspectives, the approach enables different destination stakeholders to be included in this process. Drawing on general branding and marketing literature, the study presents a three-part framework for building and implementing a destination brand. It illustrates consumer-based equity as consisting of the four dimensions: awareness, image, perceived quality, and loyalty. The chapter also offers a critical synthesis of destination image studies and recognizes the important research advancement from image to branding.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

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Abstract

Details

Tourism Social Media: Transformations in Identity, Community and Culture
Type: Book
ISBN: 978-1-78190-213-4

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Book part
Publication date: 9 December 2009

Martin Yongho Hyun and Liping A. Cai

As more destinations jump on the bandwagon of branding, their marketing organizations increasingly employ the Internet as a convenient medium for promotion. This chapter…

Abstract

As more destinations jump on the bandwagon of branding, their marketing organizations increasingly employ the Internet as a convenient medium for promotion. This chapter argues that instead of extending their brand communications to the Web by simply digitizing the logos, taglines, and other elements, destinations can build brands virtually in an internet-mediated environment where virtual experience takes place. The study examines how branding can be achieved through building virtualized destination image. It adopts the concepts of telepresence, virtual experience, and integrated informational response and explains how online and offline communication stimuli can affect various components of virtualized image. This expands and modifies the conventional image constructs by specifying information sources as antecedents through telepresence and integrated behavioral responses as consequences. The relationships between the image, its antecedents, and consequences, and among the image constructs are illustrated through 14 propositions. The chapter concludes with a discussion of the net community in which residents and other stakeholders of communities actively participate in virtually building a strong destination brand.

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

Keywords

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