旅游企业社会责任对目的地形象及游客忠诚的影响研究

在旅游市场竞争日趋激烈的背景下,由旅游企业经营所引发的社会责任问题受到广泛关注,但学界关于旅游企业社会责任的影响研究还不够系统和深入.文章将旅游企业社会责任划分为6个方面,将目的地形象划分为认知形象和情感形象两个方面,并构建了旅游企业社会责任对目的地形象及游客忠诚的影响模型.实证研究表明,旅游企业社会责任在目的地形象及游客忠诚形成中发挥非常重要的作用,其中,经济责任、环境责任、游客责任、员工责任和法律责任对认知形象有正向影响,游客责任、员工责任和慈善责任对情感形象有正向影响;认知形象和情感形象不仅对游客忠诚产生直接影响,而且通过游客满意对游客忠诚产生间接作用.相比认知形象,情感形象对游客满意和忠诚的影响作用更大.     

The role of wellness spa tourism performance in building destination loyalty: the case of Thailand

ABSTRACT

Despite the considerable growth of the wellness spa tourism market, little research has examined the intricate procedure involved in travelers’ loyalty toward Thailand as a wellness spa tourism destination. This research aimed to explore such loyalty formation by investigating the relationships among performances of wellness spa tourism in Thailand, affective experiences, and overall satisfaction. A field survey methodology was used for data collection. Findings of the structural analysis revealed that product performances, affective experiences, and satisfaction were in general significantly associated, and that these variables contributed to a satisfactory prediction for destination loyalty. In addition, the adequacy of the second-order structure of the performances of Thai wellness spa tourism was demonstrated. Moreover, the relative effectiveness of satisfaction in building loyalty was identified. Both affective experiences and satisfaction were also found to have a significant mediating impact. Implications for destination researchers and practitioners are discussed.     

The effect of historical nostalgia on tourists’ destination loyalty intention: an empirical study of the world cultural heritage site – Mahabalipuram,India

Many studies on destination loyalty intention of the heritage tourists have failed to examine the influence of historical nostalgia. This paper examines the effect of historical nostalgia generated during the trip to a cultural heritage site on destination loyalty intention of the heritage tourists through perceived value and satisfaction. A survey was conducted at one of the world cultural heritage sites – Mahabalipuram, India. A conceptual model was developed and the hypotheses were tested using structural equation modelling technique. The results revealed that the historical nostalgia had a significant positive effect on the perceived value, satisfaction and tourists’ destination loyalty intention. The paper contributes to the tourism studies by revealing the antecedent role of historical nostalgia and suggests tourism managers to use historical monuments and structures to evoke historical nostalgia in order to attract heritage tourists.     

旅游地社会责任、声誉、认同与旅游者忠诚关系

文章构建了旅游地社会责任、旅游地声誉、旅游地认同与旅游者忠诚关系的整合模型,以厦门市旅游者为研究对象,采用结构方程模型( SEM)方法,对整合模型进行实证检验,发现:(1)旅游者社会责任直接正向影响旅游地声誉和旅游地认同,并通过旅游地声誉对旅游地认同产生间接影响,通过旅游地声誉和旅游地认同对重游倾向和口碑宣传产生间接影响;(2)旅游地声誉正向影响旅游地认同、重游倾向和口碑宣传,并通过旅游地认同对口碑宣传产生间接影响;(3)旅游地认同直接影响口碑宣传;(4)重游倾向和口碑宣传之间存在递进关系.最后,文章对研究结论进行了讨论,并指出了研究局限和未来研究方向.     

DEVELOPING DESTINATION LOYALTY: THE CASE OF HAINAN ISLAND

The purpose of this study was to develop an integrated model to examine the antecedents to Chinese domestic tourists’ destination loyalty. Chinese tourists are rapidly gaining attention from both researchers and practitioners, mainly due to their enormous economic implications; however, this is still a largely understudied group in tourism and hospitality literature. Data were collected from tourists to Hainan Island, China and analyzed utilizing a structural equation modeling approach. Findings of this study revealed that destination familiarity, destination image, perceived value, and tourist satisfaction all influenced Chinese domestic tourists’ destination loyalty. Implications for Hainan tourism marketers and managers were discussed.     

Destination brand experience and visitor behavior: the mediating role of destination brand identification

ABSTRACT

Destination branding has emerged as a critical tool for achieving competitive advantage through various conceptualizations, focusing on various aspects of branding. This research examines the role of destination brand experience (DBE), a new conceptualization, in assessing the holistic and unified view of tourism destinations. The conceptual model proposed in this research has been validated using structural equation modeling, based on the primary responses collected from 312 and 262 foreign visitors for study 1 and study 2 respectively, conducted at two different tourism destinations in India. Findings of both the studies suggest that various dimensions of DBE have a varied influence on destination brand identification (DBI), which subsequently affects both tourists’ trust and loyalty toward tourism destinations. In addition, DBI emerges as an important mediator for the relationship between DBE and destination trust (DT) as well as DBE and destination loyalty (DL). The study provides several implications for destination marketers about building trust and loyalty among tourists using DBE and DBI.     

Satisfaction With All-Inclusive Tourism Resorts: The Effects of Satisfaction With Destination and Destination Loyalty

Despite the fact that all-inclusive package holidays play a major role in the tourism developments of sun and sea destinations, relatively little research has been done within the hospitality literature to investigate the relationships between satisfaction with all-inclusive, destination satisfaction and loyalty to a destination. Moreover, the measurement of satisfaction with all-inclusive resorts is lacking. Therefore, the aim of this study is to examine relationships between satisfaction with all-inclusive resorts, satisfaction with destination, and destination loyalty, in order to understand the generation of tourist satisfaction with all-inclusive resorts. Based the previous theoretical and empirical evidence in the related literature, a questionnaire survey was conducted during summer 2008 at Antalya, a major sun and sea tourism destination of Turkey. The data were analyzed using several statistical techniques. The results suggested that there were significant relationships between satisfaction with all-inclusive resorts, satisfaction with destination and destination loyalty. It is also noteworthy that an all-inclusive package tour is the most popular traveling mode for tourists visiting Antalya.     

旅游目的地品牌资产驱动因素模型研究——以凤凰古城为例

旅游目的地品牌资产逐渐成为学界关注的焦点,值得深入研究。该文基于已有研究成果,分析旅游目的地品牌资产与品牌知名度、品牌形象、品牌质量、品牌价值、品牌忠诚的结构关系,构建旅游目的地品牌资产驱动因素结构模型。以湖南省凤凰古城为案例,采用问卷调查法获得基础数据,分析发现:旅游目的地品牌知名度、品牌形象、品牌质量通过旅游目的地品牌价值与品牌忠诚对旅游目的地品牌资产产生显著影响,证实了旅游目的地品牌资产的二阶驱动因素模型。具体来看,旅游目的地品牌形象对品牌忠诚的影响最大,而旅游目的地品牌忠诚和品牌资产关联度最大。根据研究结论得到管理启示:第一,全面认识旅游目的地品牌资产的驱动因素,综合递增旅游目的地品牌资产。第二,着力突出旅游目的地品牌资产的核心要素,注重提升旅游目的地品牌形象。第三,认真建设旅游目的地品牌资产的关键内容,致力强化旅游目的地品牌忠诚。     

会议旅游目的地的选择与评估--以上海市为例

本文首先从理论上研究了会议组织者对会议目的地的选择标准,以及会议结束后怎样对目的地进行满意程度评估。接着通过半开放式的问卷,对2002年在上海召开过国际会议的会议组织者进行了调查,并在调查结果分析的基础上应用“重要性一表现”的研究方法,试图找出上海作为会议旅游目的地的优势和劣势,希望能为整体营销上海作为会议旅游目的地的市场战略提供一些帮助。     

Factors Influencing Chinese Students’ Behavior in Promoting Australia as a Destination for Chinese Outbound Travel

The importance of Chinese students in Australia has been largely neglected in the tourism development and place branding of Australia. This study explores the factors that influence Chinese students’ word-of-mouth behaviors, as well as other behaviors influencing Australia as a tourism destination. Following a literature review, a taxonomy of word-of-mouth behaviours is proposed in terms of the way information is communicated. “Place attachment to Australia”, “place attachment to China”, and “place satisfaction in Australia”, are proposed as the key factors that influence such behaviors. Using structural equation modelling, the authors find that “place attachment to Australia” and “satisfaction” with Australia are positively related to different behavior outcomes including Chinese students’ word-of-mouth, intentions to recommend Australia as a tourism destination, and willingness to help Chinese tourists to create satisfying experiences in Australia. Based on these findings, the theoretical and practical implications are discussed.     

Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study

The study examines the role of customer perceptions of CSR in improving customer loyalty by exploring its direct and mediated effects through service quality, customer satisfaction, corporate image and corporate reputation in a cross-country setting. Data from Pakistan, China, and Italy was collected through surveys to explore customers’ hotel experiences. The hypotheses were tested with SmartPLS-3. Findings for the overall sample revealed that CSR affected customer loyalty positively and significantly. Nonetheless, this relationship was insignificant in the samples from Pakistan and Italy, while it was found to be only partially significant in China. The findings also revealed a direct, positive and significant impact of CSR on service quality, customer satisfaction, corporate image and corporate reputation. The direct relationships among all these variables were also significant across samples. Customer satisfaction and corporate image were identified as significant mediators of the CSR-loyalty link, but service quality and corporate reputation were found insignificant.     

Enhancing celebrity fan-destination relationship in film-induced tourism: The effect of authenticity

Academics and practitioners have focused on the importance of film-induced tourism for destination marketing. Although the relationship between authenticity and destination loyalty has been evidenced, few studies have explored the psychological mechanism through which authenticity influences destination loyalty. The present study fills the research gap by considering the role of celebrity attachment. The statistical analyses conducted in this study included confirmatory factor analysis, correlation analysis, structural equation modeling, mediation analysis, and bootstrapping analysis. Data from 354 purposeful film tourists revealed that constructivist authenticity had a positive effect on existential authenticity but no direct influence on destination loyalty. Existential authenticity had a direct influence on destination loyalty. Celebrity attachment mediated the influences of constructivist and existential authenticity on destination loyalty. Therefore, celebrity attachment is a crucial mediator between authenticity and film destination choices for purposeful film tourists. Finally, existential authenticity had a stronger influence on destination loyalty than did constructivist authenticity.     

Urban destination loyalty drivers and cross-national moderator effects: The case of Barcelona

The objective of this paper is to analyze the loyalty of tourists to urban tourism destinations, studying the differences existing on the basis of nationality of origin. The review of the academic literature identified perceived value and satisfaction as antecedents of loyalty. A theoretical model was constructed which was tested empirically with a total of 927 surveys of Italian and American tourists in the city of Barcelona. In the study of the data, structural equation models (SEM) were used, by means of a multi-group analysis. The empirical results show that the causal relationships among perceived value, satisfaction and loyalty and the moderating effect of nationality are partially confirmed. This study contributes to better knowledge of the processes that lead tourists to be loyal to an urban tourism destination.     

Effects of the event and its destination image on sport tourists’ attachment and loyalty to a destination: the cases of the Chinese and U.S. Formula One Grand Prix

ABSTRACT

We aim to determine the antecedents of sport tourists’ loyalty toward both the event and destination. Data were collected from both the 2017 Chinese Grand Prix (n?=?361) and the 2017 U.S. Grand Prix (n?=?351). Then, the data were analyzed by using confirmatory factor analysis and structural equation modeling. The results showed the image associated with the hosting destination and the event is positively related to the sport tourists’ attachment and loyalty. The outcome may be utilized in planning a recurring sport event that achieves higher sport tourist destination loyalty.     

The impact of country and destination images on destination loyalty: a construal-level-theory perspective

This study examined the impact of a stereotypical image of a country and the image of a tourism destination on destination loyalty. In particular, this study compared these impacts between two groups of destinations – long- and short-haul international destinations – from the perspective of construal-level theory. Data were collected from 500 Taiwanese tourists in 2014 and analyzed through multiple steps, including MANOVA, ANOVA, CFA, and SEM with multi-group analysis. The results showed that both a widely held image of a country and a destination image are likely to affect tourists’ loyalty to a destination; however, country stereotyping plays a more important role than the destination image does in predicting the behavioral intention to visit a long-haul destination. Theoretical and practical implications for marketing of international destinations are provided.     

Investigating International Tourists’ Intention to Revisit Myanmar Based on Need Gratification,Flow Experience and Perceived Risk

Satisfaction plays an important role in creating loyalty to a tourism destination. However, ensuring consistent satisfactory trip experiences for tourists and increasing their revisit intention remain challenging for many international tourism destinations, including Myanmar. We conducted a survey with 465 international tourists visiting Myanmar. Results indicate that need gratification and flow can increase tourist satisfaction. The perceived risks of tourism destination can decrease tourist satisfaction. Satisfaction is an important factor to mediate the influence of need gratification, flow, and perceived risks. A tourist’s intention to revisit Myanmar can be largely improved by attending to these independent and mediating factors.     

Investigating customer loyalty formation for wellness spa: Individualism vs. collectivism

Visitor retention is undeniably a major issue for every destination marketer. This study was an attempt to develop an international tourists’ loyalty framework for wellness spa tourism destination by considering quality and value of spa tourism in Thailand, affect, satisfaction, desire, and culture. Our proposed framework and hypothesized relationships were evaluated by using a structural analysis. A field survey was used. Results indicated that our conceptual model included a satisfactory fit to the data. Quality and value were found to have a critical role, and other study constructs were identified to act as direct/indirect driving forces of loyalty intentions. In addition, mediating role of affect, satisfaction, and desire was found. Moreover, moderating impact of culture (individualism vs. collectivism) on the loyalty formation was identified. Overall, our theoretical framework was demonstrated to be capable of explicating wellness spa tourists’ destination loyalty formation. Implications for destination marketers in Thailand are discussed.     

Exploring Content and Design Factors Associated with Convention and Visitors Bureau Web Site Development

Abstract

Convention and visitors bureaus (CVBs) have become important organizations within the tourism industry. The International Association of Convention & Visitor Bureaus (IACVB) reported that it represents approximately 500 destination management organizations in 30 countries (IACVB, 2003). As one of the most important components of the tourism industry in the United States, the Convention and Visitors Bureau performs various activities to facilitate destination marketing and development, with the aim of enticing leisure and convention customers to their particular city or region. Meanwhile, meeting planners are using technology to enhance their ability to produce and execute meetings that demonstrate a high return on investment. Consequently, CVBs' websites have enormous potential in selling a destination and facilitating the meeting/convention planning process. This paper explores the content and design factors associated with convention and visitors bureau web site development. It also demonstrates how planners utilize the Internet and CVB websites.     

What contributes to convention attendee satisfaction and loyalty? A meta-analysis

The significant economic contribution and other positive impacts of the convention industry make it imperative to understand the factors that influence attendees' satisfaction and generate repeat attendance, which is loyalty. A meta-analysis of the convention literature revealed that networking and education are the top contributors to attendee satisfaction. Interestingly, the findings suggest that convention environment is more important for loyalty than satisfaction, whereas destination image is relatively unimportant for either outcome. Perception of service quality is more important than value for both satisfaction and loyalty. The meta-analysis confirmed that there is a strong relationship between attendee satisfaction and loyalty.     

旅游目的地游客忠诚研究进展

旅游目的地游客忠诚的研究伴随消费者行为研究的范式转移而产生.在旅游目的地竞争日益激烈的情况下,如果想维持目的地的游客偏好,则需要培育游客忠诚.本文回顾了近10年来国内外有关旅游目的地游客忠诚研究的主要成果,并根据国内外研究现状,展望了今后国内对旅游目的地游客忠诚的研究,希望为国内相关研究提供启示.