مشخصات مقاله:
عنوان فارسی مقاله:
تعامل میان ارتباطات رسانه های اجتماعی، ارزش برند و مشارکت برند و مقاصد گردشگر: تحلیلی از یک اقتصاد نوظهور
عنوان انگلیسی مقاله:
The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy
کلمات کلیدی مقاله:
ارزش ویژه برند مقصد مشتری محور، ارتباطات رسانه های اجتماعی، تعامل برند، مقصد گردشگری، اقتصاد نوظهور
مناسب برای رشته های دانشگاهی زیر:
مدیریت، گردشگری و توریسم
مناسب برای گرایش های دانشگاهی زیر:
بازاریابی، مدیریت فناوری اطلاعات، مدیریت کسب و کار، مدیریت گردشگری
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Abstract
Keywords
1. Introduction
2. Theoretical framework and hypotheses development
2.1. Customer-based destination brand equity
2.2. Impact of social media communication on destination brand equity
2.3. Impact of brand equity on brand engagement with destination
3. Methodology
3.1. Peru and Metropolitan Lima
3.2. Procedure
4. Results
4.1. Measurement scale dimensionality, reliability and validity
4.2. Structural model estimation
5. Discussion and conclusions
5.1. Overview
5.2. Theoretical contribution
5.3. Managerial implications
5.4. Conclusions and further research
Acknowledgments
Appendix I. Constructs and item statements
Author statement
References
قسمتی از مقاله انگلیسی:
1. Introduction
Destination tourism has a significant impact on a country’s economic development, especially in terms of job creation rates (Liu & Chou, 2016). Hence, management by destination marketing organizations (DMOs) is especially relevant in the case of emerging destinations (De Moya & Jain, 2013). However, as Bianchi, Pike, and Lings (2014) point out, enhancing the positive perception of destination branding in this type of destination is markedly difficult. Through place branding – understood as applying product brand management to the destination – DMOs develop strategies aimed at adding value to the brands associated with given tourist destinations. Such strategies focus on factors that enhance tourist perceptions of destination brand equity as a means to attract potential customers and foster current customer loyalty to the destination (Boo, Busser, & Baloglu, 2009; Im, Kim, Elliot, & Han, 2012). Despite its importance, recent studies indicate that destination brand equity still requires more comprehensive analysis (e.g. Dedeoglu, Van Niekerk, Weinland, & Celuch, 2019; Frías, Sabiote, Martín, & Beerli, 2018; Herrero, San Martín, García de los Salmones, & Collado, 2017). In order to link positive destination brand perceptions with tourist preferences, tourism organizations should strive to maximize the effectiveness of their communication efforts (Godey et al., 2016). Currently, Web 2.0 – or the social web – enjoys widespread acceptance among consumers, in general (Hudson, Huang, Roth, & Madden, 2016), and tourists in particular (Seric & Gil, 2012), providing easy-access, low-cost communication platforms (King, Racherla, & Bush, 2014). This has led to a loss of impact among more traditional communication media (Mangold & Faulds, 2009), as the use of social media empowers customers with the ability to publish and share both positive and negative content: hence the power to impact brand reputation through the free expression/exchange of ideas (Eisingerich, Auh, & Merlo, 2014). From a business perspective, the social web allows for faster access to a larger volume of customers, permitting on-going interaction with the customer base via active participation in social media channels (Mazzarol, Sweeney, & Soutar, 2007).