Examining the Role of a Community’s Social Media-based Destination Brand in Winning Tourists’ Hearts Towards Co-Creating Values and Visiting the Place
Subject Areas :Zohreh Ali Esmaili 1 , Armin Goli 2
1 - Lecturer of Management Department, Rahman Institute of Higher Education, Ramsar, Iran.
2 - Lecturer of Management Department, Rahman Institute of Higher Education, Ramsar, Iran.
Keywords: Tourism, Value Co-Creation, Emotions, Social Media-Based Destination Brand Community,
Abstract :
This study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who discussed it as a travel destination on social media and had used social media to choose Ramsar as a tourist destination. In this regard, 73 media sources where Ramsar had been discussed were selected using a judgmental sampling method. The required data were collected through electronic questionnaires from 384 visitors (out of 450 visitors) who were selected through non-probability convenient sampling. The collected data were then analyzed via SmartPLS software using structural equation modeling and path analysis technique. The findings of the study suggested that a community’s social media-based destination brand had a positive impact on the visitors’ enjoyment of the place, loving the place, and positive surprise towards the destination, persuading them to participate in the co-creation of values and thus revisit the place.
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