Converting idol worship into destination loyalty: A study of “idol pilgrimage tour” in China

敬拜 朝圣 忠诚 广告 背景(考古学) 旅游 营销 目的地 独创性 宗教旅游 品牌忠诚度 社会学 业务 心理学 社会心理学 政治学 地理 创造力 考古 法学
作者
Jingyu Tian,Ting Li,Rui Chen,Kaining Yang,Ping Li,Si Wen
出处
期刊:Journal of Research in Interactive Marketing [Emerald Publishing Limited]
卷期号:18 (2): 257-274 被引量:6
标识
DOI:10.1108/jrim-01-2023-0020
摘要

Purpose “Idol pilgrimage tour” is a popular trend among young Chinese fans who travel for idol-related purposes, engage in interactive events and have co-created experiences at destinations. With the growing market size of fan economy, fan tourists generate significant revenue for the local. However, many destinations have not fully utilised this opportunity, and there is a lack of research on this niche form of tourism. This research was undertaken to address this research gap. Design/methodology/approach This study adopted an idol worship–motivation–co-created experience–tour satisfaction–destination loyalty framework in the context of idol pilgrimage tours. In addition, this study investigated the direct influence of idol worship on the other four constructs. Data were collected from 354 Chinese fans who had such experience through online questionnaires. The partial least squares–structural equation modelling technique was used to examine the research model. Findings It was demonstrated that idol worship has a direct influence on motivation, co-created experience, satisfaction and loyalty and that there is a positive relationship between motivation, co-created experience, satisfaction and loyalty. The results advance the brand sacralisation literature by studying worship in a tourism context and contribute to interactive marketing literature by clarifying the interactive mechanism between relationships among the idol, fans and destinations. The study suggests some practical implications for destination management organisations attempting to target tourist fans. Originality/value This is the first study introducing the concept of the idol pilgrimage tour. Empirical results of this study reveal the underlying mechanism of how idols influence fans' travel-related psychology and behaviour.
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