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Article
Publication date: 5 June 2017

Marcello Risitano, Ilaria Tutore, Annarita Sorrentino and Michele Quintano

The impact of national culture on tourist behavior has been analyzed in several studies, but none of them focused on its discriminating impact on behavioral intentions…

Abstract

Purpose

The impact of national culture on tourist behavior has been analyzed in several studies, but none of them focused on its discriminating impact on behavioral intentions during a mega-event. Using Hofstede’s cultural dimensions, this paper aims to explore the influence of national cultural values on tourist behaviors (experience, satisfaction and behavioral intentions) during the America’s Cup World Series (ACWS) in Naples.

Design/methodology/approach

The paper presents a quantitative analysis of primary data gathered through a survey of a convenience sample of tourists (n = 612) conducted during the ACWS organized by the City of Naples in April 2013.

Findings

The findings confirm that national cultural clusters represent an important driver of behavioral intentions: tourists from different geographic clusters showed different intention to return and intention to recommend by word of mouth, caused by different levels of individualism and uncertainty avoidance.

Practical implications

For destination marketing managers, this study throws light on how the national culture of tourists may influence their experiences and behavioral intentions.

Originality/value

Despite the richness of works on the tourism experience, few studies have investigated the effect of national culture on tourists’ experience, satisfaction and behavioral intentions during and after a sport mega-event.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 11 no. 2
Type: Research Article
ISSN: 1750-6182

Keywords

Content available
Article
Publication date: 20 August 2020

Annarita Sorrentino, Xiaoxiao Fu, Rosaria Romano, Michele Quintano and Marcello Risitano

This study aims to analyze the impact of event experience on event satisfaction and intentions to return and recommend the destination.

Abstract

Purpose

This study aims to analyze the impact of event experience on event satisfaction and intentions to return and recommend the destination.

Design/methodology/approach

Relationships among constructs were tested on data gathered from 542 tourists during the America's Cup World Series held in South Italy in April 2013 by using a structural equation modeling approach. Moreover, a multigroup analysis was developed to test the possible moderator factors.

Findings

The results revealed that event experience and event satisfaction had positive impacts on the intentions to recommend and return to the host destination. Moreover, nationality, gender and trip motivation emerged as important moderating factors in the relationships among the latent constructs.

Research limitations/implications

The findings of this paper enrich the existing literature and help tourism destination marketers and managers consider the triggering factors of a satisfying mega-sports event for the host destination and the marketing power of the on-site experience.

Practical implications

Practitioners should draw on the insights provided by this study to design destination strategies, particularly by paying attention to how an event experience causes an attendee to return to and recommend the host destination.

Originality/value

This study enriches the existing event literature in several ways. First, it emphasizes the importance of the event experience to the satisfaction level and willingness to return and recommend the host destination for a vacation, supporting the link between an event and its destination. Second, it provides a moderating analysis that offers new insights for marketing the event experience. It offers a multilevel model of mega-event tourism legacy, which opens up new avenues of research. Third, complementing the consumer-based analysis, this research includes the trend of visits (after 2013 to the present) to examine how a mega-sport event has brought about more postevent visits.

Details

Journal of Hospitality and Tourism Insights, vol. 3 no. 5
Type: Research Article
ISSN: 2514-9792

Keywords

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Article
Publication date: 7 August 2017

Marcello Risitano, Rosaria Romano, Annarita Sorrentino and Michele Quintano

The purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness…

Abstract

Purpose

The purpose of this paper is to investigate the impact of consumer-brand engagement and brand experience on behavioural intentions (i.e. intent to re-purchase, willingness to accept brand extension, willingness to pay a premium price) in relation to food brands.

Design/methodology/approach

The authors propose a conceptual model comprising five latent variables and 26 manifest variables. A questionnaire with questions relating to pasta and coffee was given to an Italian consumer sample (n=400). The model was tested using structural equation modelling of the resulting data to examine the research hypotheses.

Findings

The empirical study confirms the predictive role of the two selected drivers of brand value. Both consumer-brand engagement and brand experience influenced behavioural intentions, but these brand constructs had different roles in the two product categories examined in the study, pasta and coffee.

Research limitations/implications

This study does have limitations. First, the generalisability of the findings should be considered. The study refers to only two product categories in a specific country. It would be interesting to investigate the issue of food brand engagement and brand experience in different countries, and to compare the results. Furthermore, it would be valuable to investigate the impact of brand engagement and brand experience in other product categories.

Practical implications

The results have an important implication for marketing managers: they should develop long-term and strong brand relationships. Such consumer engagement and/or experiential actions can be key competitive advantages for food companies.

Originality/value

The study provides empirical support for the effect of consumer-brand engagement and brand experience on consumers’ behavioural intentions in the food industry.

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

Content available
Article
Publication date: 18 February 2020

Francesco Calza, Margherita Pagliuca, Marcello Risitano and Annarita Sorrentino

This study aims to investigate both the relationships among the on-board environment, overall satisfaction, perceived value and behavioral intentions and the moderating…

Abstract

Purpose

This study aims to investigate both the relationships among the on-board environment, overall satisfaction, perceived value and behavioral intentions and the moderating effects of gender, employment status, group composition and the propensity to stay on board in the context of cruise experience.

Design/methodology/approach

Relationships among constructs were tested on the basis of 417 surveys collected and analyzed with the structural equation modeling approach of partial least squares path modeling. A multi-group analysis was used to test the moderating effects.

Findings

The research findings suggest that on-board environment is a good predictor of behavioral intentions, but that the relationship is strongly mediated by satisfaction and perceived value. Moreover, the multi-group analysis of moderating effects indicated various differences that offer interesting insights for segmenting passengers; these insights have substantial implications for future studies and cruise line companies alike.

Practical implications

This study offers useful insights for managers who want to differentiate their value proposition with ship-centered elements.

Originality/value

This study contributes to the literature by providing a theoretical framework and empirical evidence for analyzing the role of the perceived on-board environment in passenger experience. From a managerial perspective, the moderating effects offer new insights for targeting and customizing the cruise experience value proposition.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 2
Type: Research Article
ISSN: 0959-6119

Keywords

Abstract

Details

British Food Journal, vol. 119 no. 8
Type: Research Article
ISSN: 0007-070X

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