Abstract
A conceptual network between and among tourist engagement, perceived value, tourist satisfaction, and destination loyalty was constructed and validated based on 401 valid samples collected in Phoenix Ancient Town, a famous destination in western Hunan, China. The research results confirm the logic chain in marketing psychology of “engagement-value-evaluation/behavior” in the context of a tourism destination. Specifically, tourist engagement has direct positive effects on destination loyalty, but not on tourist satisfaction. In addition, tourist engagement exerts indirect positive effects on destination loyalty by producing functional value and emotional value for tourists which, in turn, promotes tourist satisfaction towards a destination. However, the indirect influences of tourist engagement on tourist satisfaction and destination loyalty by way of creating tourists’ social value are not significant. This research validates the role of tourist engagement in the formation of destination loyalty from a tourist value perspective and thereby offers a new theoretical clue for tourism marketing.
Highlights
In the last decade, consumers have been increasingly communicating with both marketers and other consumers through mobile internet such as social media, online travel service providers, and mobile search websites, etc. [1]
Tourists rely on the knowledge and creativity of other tourists in their travel experiences, making tourism context unique in cultivating customer engagement (CE) [15]
Convergent validity is manifested by the standardized factor loadings of variables, significance level (P), and Average Variance Extracted (AVE)
Summary
Consumers have been increasingly communicating with both marketers and other consumers through mobile internet such as social media, online travel service providers, and mobile search websites, etc. [1]. Consumers have been increasingly communicating with both marketers and other consumers through mobile internet such as social media, online travel service providers, and mobile search websites, etc. A new trend of online and offline interaction has emerged in the tourism and hospitality industry. Various industries and academic institutions emphasize that throughout the process of multi-media and multichannel service contact, customer involvement is important for companies to obtain new competitive advantages [2,3]. As the key construct to highlight the interactive, co-creative experiences between customers and service providers, the term of “customer engagement (CE)” has been widely used in discussions addressing service-dominant logic [4] and the expanded domain of relationship marketing [5]. Traveling is a highly engaging, enjoyable, emotional, and visual process, which can arouse the tourist’s discussions online.
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