品牌资产
社会化媒体
业务
旅游
目的地
营销
广告
独创性
结构方程建模
用户生成的内容
情感(语言学)
品牌知名度
目的地管理
心理学
计算机科学
地理
社会心理学
万维网
考古
沟通
机器学习
创造力
作者
Igor Stojanović,Luisa Andreu,Rafael Currás Pérez
出处
期刊:Journal of Hospitality and Tourism Technology
[Emerald (MCB UP)]
日期:2022-04-26
卷期号:13 (4): 650-666
被引量:14
标识
DOI:10.1108/jhtt-11-2020-0302
摘要
Purpose This paper aims to further the knowledge of what effect destination and tourist social media communications have on destination brand equity. Design/methodology/approach The authors performed a quantitative study with 433 international tourists and social media users using an online survey and structural equation modeling. Findings The results show that user-generated content (UGC) and destination-generated content (DGC) both positively affect tourist behavior through the mediating role of destination brand equity. Of the two, UGC is more important for building a positive destination image and more valuable for improving perceived destination quality and value. The results also show that affective image is a powerful predictor of tourist behavior. Practical implications The findings provide useful insights for destination management organizations (DMOs) and social media marketing strategies. DMOs need to generate content that was highly relatable and evokes emotion, and encourage tourists to share their own experiences to improve destination brand equity and future behavior. Originality/value The study was conducted in the passive, pretrip stage before a travel decision is taken, which offers unique insight into how social media communications affect: destination brand equity and users’ decisions to choose certain destinations over others.
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