نقش جامعه برند مقصد مبتنی بر رسانه¬های اجتماعی در برانگیختن احساسات و قصد گردشگران برای خلق مشترک ارزش و بازدید
محورهای موضوعی : مطالعات اجتماعی و گردشگری، جامعه شناسی گردشگریزهره علی اسماعیلی 1 , آرمین گلی 2
1 - مدرس گروه مدیریت، موسسه آموزش عالی رحمان، رامسر، ایران.
2 - مدرس گروه مدیریت، موسسه آموزش عالی رحمان، رامسر، ایران.
کلید واژه: گردشگری, خلق مشترک ارزش, احساسات, جامعه برند مقصد مبتنی بر رسانه¬های اجتماعی,
چکیده مقاله :
هدف تحقیق حاضر، بررسی نقش جامعه برند مقصد مبتنی بر رسانه های اجتماعی در برانگیختن احساسات و قصد گردشگران برای خلق مشترک ارزش و بازدید می باشد. پژوهش حاضر به لحاظ هدف، کاربردی و از نظر جمع آوری داده ها از نوع پیمایشی می باشد. جامعه آماري تحقيق را مسافران و بازدید¬کنندگانی تشکیل می دهد که درباره رامسر به عنوان یک مقصد سفر در رسانه¬های اجتماعی بحث می¬کنند و حداقل تجربه یک بار استفاده از رسانه¬های اجتماعی را جهت برگزیدن رامسر به¬عنوان مقصد گردشگری، داشته¬اند. در 73 رسانه پیرامون رامسر بحث شده بود که به روش نمونه¬گیری قضاوتی انتخاب شدند. روش نمونه¬گیری، غیراحتمالی در دسترس بود. حجم نمونه تعداد 384 نفر برآورد شد، و تعداد 450 نفر در نظر گرفته شدند. روش گردآوری داده¬ها، پرسشنامه الکترونیکی، و روش تجزیه و تحلیل داده¬ها، مدل¬سازی معادلات ساختاری و تکنیک تحلیل مسیر به وسیله نرم¬افزار اسمارت پی ال اس بود. نتایج حاکی از آن است که جامعه برند مقصد مبتنی بر رسانه های اجتماعی بر احساس لذت از مقصد، احساس عشق به مقصد و احساس غافل گیری مثبت برای مقصد تأثير مثبتي دارد. به ترتيب احساس لذت، احساس عشق، احساس غافل گیری مثبت بر قصد خلق مشترک ارزش تأثیر مثبتي می¬گذارند. سرانجام نتايج نشان داد كه قصد خلق مشترک ارزش تأثیر مثبتی در قصد بازدید مجدد دارد.
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.
ابراهیم پور ازبری، مصطفی؛ اکبری، محسن و وشکائی نژاد، سیده صدف. (۱۳۹۹). «تأثیر رفتار خلق ارزش مشترک مشتری با ترجیح برند بر قصد خرید مجدد». دو فصلنامه علمی کاوش¬های بازرگانی، ۱۲(۲۴)، ۲۸۹-۲۵۹.
پورسعيد، محمدمهدي؛ سلطاني نژاد، نيما و رشيد، علي اصغر. (1398). «تجربه زيسته مصرف کنندگان در محيط فروشگاه¬هاي آنلاين براساس چارچوب محرک- ارگانيسم- پاسخ(SOR) ». راهبردهاي بازرگاني، 26(13)، 146-133.
عاقلی، میثم؛ کریمی، اوژن و رشیدی، حسن. (1398). «بررسی عوامل مؤثر بر خلق ارزش مشترک و تأثیر آن بر وفاداری گردشگران مورد مطالعه: گردشگران خارجی شهر دامغان». فصلنامة گردشگری و توسعه، 8(2)، 47-23.
یاوری گهر، فاطمه و کراقلی، مرضیه. (۱۳۹۸). «تأثير محرک¬های ارتباط با برند بر وفاداری به برند در رسانه¬های اجتماعی». فصلنامه مطالعات مدیریت گردشگری، ۱۴(۴۶)، ۷۷-۴۷.
Buhalis, D. and Sinarta, Y. (2019). Real-time co-creation and nowness service: lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 36(5), 563-582.
Cheah, J.H., Ting, H., Cham, T.H. and Memon, M.A. (2019). The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes: a model comparison. Internet Research, 29(3), 552-577.
Chen, Y.C., Shang, R.A. and Li, M.J. (2014). The effects of perceived relevance of travel blogs’ content on the behavioral intention to visit a tourist destination. Computers in Human Behavior, 30, 787-799.
Cheah, J.H., Waller, D., Thaichon, P., Ting, H. and Lim, X.J. (2020). Price image and the sugrophobia effect on luxury retail purchase intention. Journal of Retailing and Consumer Services, 57, 1-12.
Cheung, M.L., Pires, G. and Rosenberger, P.J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and Brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695-720.
Cheung, M.L., Pires, G., Rosenberger, P.J. and De Oliverira, M.J. (2020). Driving consumer–Brand engagement and co-creation by Brand interactivity. Marketing Intelligence & Planning, 38(4), 523-541.
Chang, H.L., Chou, Y.C., Wu, D.Y. and Wu, S.C. (2018). Will the firm’s marketing efforts on owned social media payoff? A quasi-experimental analysis of tourism products. Decision Support Systems, 107, 13-25.
Chung, N. and Koo, C. (2015). The use of social media in travel information search. Telematics and Informatics, 32(2), 215-229.
Ďaďováa, I & Soviara, A. (2021). The application of online marketing tools in marketing communication of the entities with the tourism offer in 2020 in Slovakia. Transportation Research Procedia, 55, 1791-1799.
France, C., Grace, D., Merrilees, B. and Miller, D. (2018). Customer brand co-creation behavior: conceptualization and empirical validation. Marketing Intelligence & Planning, 36(3), 334-348.
Gonzalez-Mansilla, Ó., Berenguer-Contrí, G. and Serra- Cantallops, A. (2019). The impact of value co-creation on hotel Brand equity and customer satisfaction. Tourism Management, 75, 51-65.
Hosany, S., Prayag, G., Van Der Veen, R., Huang, S. and Deesilatham, S. (2017). Mediating effects of place attachment and satisfaction on the relationship between tourists’ emotions and intention to recommend. Journal of Travel Research, 56(8), 1079-1093.
Hussain, K, Jing, F, Junaid, M, Zaman, U, Q, Shi, H. (2020). The role of co-creation experience in engaging customers with service brands. Journal of Product & Brand Management, 30(1), 12-27.
Hosany, S., Prayag, G., Deesilatham, S., Cauševic, S. and Odeh, K. (2015). Measuring tourists’ emotional experiences: further validation of the destination emotion scale. Journal of Travel Research, 54(4), 482-495.
Hosany, S. (2012). Appraisal determinants of tourist emotional responses. Journal of Travel Research, 51(3), 303-314.
Harrigan, P., Evers, U., Miles, M.P. and Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection, and brand usage intent. Journal of Business Research, 88, 388-396.
Hosany, S. and Gilbert, D. (2010). Measuring tourists’ emotional experiences toward hedonic holiday destinations. Journal of Travel Research, 49(4), 513-526.
Kim, M.J., Lee, C.K. and Jung, T. (2020). Exploring consumer behavior in virtual reality tourism using an extended stimulus-organism-response model. Journal of Travel Research, 59(1), 69-89.
Kim, A.J. and Johnson, K.K. (2016). Power of consumers using social media: examining the influences of brand- Role of social media-based destination Man Lai Cheung et al. Journal of Product & Brand Management related user-generated content on Facebook. Computers in Human Behavior, 58, 98-108.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610.
Liu, Zhang, B, R & Yao, Y. (2021). How tourist power in social media affects tourism market regulation after unethical incidents: Evidence from China. Annals of Tourism Research, 91, 1-13.
Luo, N., Wang, Y., Jin, C., Ni, Y., and Zhang, M. (2019). Effects of socialization interactions on customer engagement in online travel communities. Internet Research, 29(6), 1509-1525.
Lee, J. and Kyle, G.T. (2012). Recollection consistency of festival consumption emotions. Journal of Travel Research, 51(2), 178-190.
Lin, J., Yan, Y. and Chen, S. (2017). Understanding the impact of social commerce website technical features on repurchase intention: a Chinese guanxi perspective. Journal of Electronic Commerce Research, 18(3), 225-244.
Leong, A.M.W., Yeh, S.S., Hsiao, Y.C. and Huan, T.C.T. (2015). Nostalgia as travel motivation and its impact on tourists’ loyalty. Journal of Business Research, 68(1), 81-86.
Laroche, M., Habibi, M.R., Richard, M.O. and Sankaranarayanan, R. (2012). The effects of social media-based brand communities on brand community markers, value creation practices, brand trust, and brand loyalty. Computers in Human Behavior, 28(5), 1755-1767.
Nysveen, H. and Pedersen, P.E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807-832.
Parihar, P. and Dawra, J. (2020). The role of customer engagement in travel services. Journal of Product & Brand Management, 29(7), 899-911.
Prayag, G., Hosany, S., Muskat, B. and Del Chiappa, G. (2017). Understanding the relationships between tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. Journal of Travel Research, 56(1), 41-54.
Rather, R.A.,Hollebeek, L.D. and Islam, J.U. (2019). Tourism-based customer engagement: the construct, antecedents, and consequences. The Service Industries, 39(7/8), 519-540.
Suetrong, P., Pires, G.D. and Chen, T. (2018). Conceptualizing the effect of brand love on consumers’ repurchase intentions for consumer products. Global Business and Economics Review, 20(2), 213-230.
Stojanovic, I., Andreu, L. and Curras-Perez, R. (2018). Effects of the intensity of use of social media on brand equity: an empirical study in a tourist destination. Journal of Management and Business Economics, 27(1), 83-100.
Spears, D.L., Josiam, B.M., Kinley, T. and Pookulangara, S. (2012). Tourists see tourist do: the influence of Hollywood movies and television on tourism motivation and activity behavior. FIU Hospitality Review, 30(1), 53-74.
Sharma, P. and Nayak, J.K. (2019). Do tourists’ emotional experiences influence images and intentions in yoga tourism? Tourism Review, 74(3), 646-665.
Serra-Cantallops, A., Ramon-Cardona, J. and Salvi, F. (2018). The impact of positive emotional experiences on eWOM generation and loyalty. Spanish Journal of Marketing - ESIC, 22(2), 142-162.
Septianto, F., Chiew, T.M. and Thai, N.T. (2020). The congruence effect between product emotional appeal and country-based emotion: the moderating role of country-of-origin. Journal of Retailing and Consumer Services, 52, 1-9.
Simon, F. and Tossan, V. (2018). Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media. Journal of Business Research, 85, 175-184.
Ting, H., Fam, K.S., Hwa, J.C.J., Richard, J.E. and Xing, N. (2019). Ethnic food consumption intention at the touring destination: the national and regional perspectives using multigroup analysis. Tourism Management, 71, 518-529.
Veloutsou, C. and Ruiz-Mafe, C. (2020). Brands as relationship builders in the virtual world: a bibliometric analysis. Electronic Commerce Research and Applications, 39, 1-39.
Wu, S.-H., Huang, S.C.-T., Tsai, C.-Y.D. and Lin, P.-Y. (2017). Customer citizenship behavior on social networking sites: the role of relationship quality, identification, and service attributes. Internet Research, 27(20), 428-448.
Xu, F, Tan, J, Lu, L, Li, S, and Qin, L. (2021). How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective. Journal of Theoretical Applied Electronic Research Commer, 16, 1805-1826.
Youssef, K, B, Leicht, T & Marongiu, L. (2018). Storytelling in the context of destination marketing: an analysis of conceptualizations and impact measurement. Journal of Strategic Marketing, 27(8), 1-18.
Ye, Nang Fong, L, H & Lu, J, M. (2021). Parasocial interaction on tourism companies’ social media sites: antecedents and consequences. CURRENT ISSUES IN TOURISM, 8, 1-17.
Zadeh, A.H., Zolfagharian, M. and Hofacker, C.F. (2019). Customer-customer value co-creation in social media: conceptualization and antecedents. Journal of Strategic Marketing, 27(4), 283-302.
