From post-consumption experience evaluation to online generated content and intensification

En el contexto de los museos, el presente trabajo analiza hasta qué punto la evaluación de la experiencia in situ (satisfacción y valor percibido) que realizan los visitantes refuerza sus comportamientos online a corto plazo (consultar y generar contenido online). Sobre la base de la teoría del equilibrio y de la teoría del nivel óptimo de estimulación, proponemos la existencia de un efecto de la evaluación de la experiencia que adoptará forma de U invertida sobre la intensificación y forma de U sobre la intención de generar contenido online después de la visita. Los resultados indican que la satisfacción fomenta la intención de consumir más contenido, mientras que la percepción de haber alcanzado el máximo valor lo limita (efecto U invertida). Por otro lado, si bien la satisfacción y la percepción de una visita rentable motivan a los visitantes a publicar comentarios, las malas experiencias en los museos no tienen ningún impacto en la generación de contenido online.In the context of museums, this paper analyses to what extent visitor evaluation of the in situ experience (satisfaction and perceived value) drives their short-term online behaviours (visiting online content and generating content in online sites). On the basis of the balance theory and on the optimal stimulation level theory, it proposes that the evaluation of the experience has an inverted U-effect on visit intensification while a U-effect on the intention to generate content after the visit. Findings indicate that satisfaction fosters the intention to consume further content, while the perception of having gained the maximum value limits it (inverted U-effect). On the other hand, while satisfaction and the perception of a profitable visit motivate visitors to post online comments, poor experiences in museums have no impact on the generation of online content

An investigation on the Acceptance of Facebook by Travellers for Travel Planning

Due to the emergence of social media and web 2.0 applications within the last few years, tourists' travel behaviour and decision-making changed. This study investigates tourists' behavioural intentions to use Facebook for travel planning purposes. To address this objective, a combination of survey and 19 interviews provided qualitative and quantitative data. Results indicated that Information search, Sharing travel experiences and Trust were the main determinants of intention to use Facebook. In particular, travellers view Facebook as a tourism information source, they are more willing to share their experiences on their own profile rather than a providers page and that they trust other tourism related sites more than Facebook. Practical and theoretical implications are discussed

The effects of travelling reasons on social media resources and tourist expectations

Esta investigación tiene como objetivo examinar la relación de las fuentes del contenido generado por el usuario (UGC) en las redes sociales, que proviene generalmente de fuentes de lazos fuertes y fuentes de lazos débiles, en la generación de expectativas turísticas sobre los recursos básicos y los recursos o factores de apoyo de los destinos. También se analiza el efecto moderador de las razones para viajar en la relación de las fuentes UGC y las expectativas turísticas. Para esta investigación, se recogieron 375 encuestas. Los resultados señalan que las razones o motivos del viaje son un factor importante a considerar en la generación de las expectativas turísticas, y en nuestro caso, el UGC que provenía de las fuentes de lazos débiles influyen de manera significativa en la generación de expectativas del turista cuando viaja por motivos de trabajo.This research aims to examine the relationship of user generated content (UGC) sources in social media which is provided by strong-tie sources and weak-tie sources on tourist expectations on core resources and factor supporting of the destinations, and also analyze the moderate effect of the reasons of travelling on the relationship of UGC sources and tourist expectations. 375 samples were collected. The results demonstrate that travelling reasons is an important factor to consider about the origin of tourist expectations. The UGC that was provided by weak-tie source has influence on tourist expectations when they travel with business reason

Engaging with destinations brands on social media: Self and social motivations and the mediating role of symbolic value

The competitiveness of the tourism industry has accelerated the need for branding tourist destinations, aiming to differentiate themselves. The symbolic nature and motivations (self and social) of travelling were already considered significant, but social media’s rise elevated them to a new level. This study investigates the mediating effect of perceived symbolic value of a destination in the relationship between self-congruity and social self-congruity with the destination and social media engagement. To analyse the results, Exploratory and Confirmatory Factor Analyses and the analysis of the mediation processes using AMOS software were conducted. Results confirmed that both self-congruity and social self-congruity with a destination impact its perceived symbolic value. While one of the dimensions of symbolic value (destination personality expression) totally impacts social media engagement, the other one (destination prestige) does not impact two of the three dimensions of social media engagement (contribution and creation). In an overall view, destination symbolic value mediates the impact of self-congruity and social self-congruity on destination social media engagement. The findings from this study suggest that marketers need to consider tourists’ need for expressing their identity and gaining acceptance of others in order to enhance social media engagement, by building a strong symbolic value. The effectiveness of a marketing strategy, that aims to highlight the symbolic value of the destination, can be assessed applying this model before and after its execution.A competitividade da indústria do turismo tem acelerado a necessidade de branding dos destinos turísticos, com o objetivo de se diferenciarem. A natureza simbólica e as motivações (pessoais e sociais) das viagens já eram consideradas significativas, mas a ascensão das redes sociais elevou-as a um novo patamar. Este estudo investiga o efeito mediador do valor simbólico percebido de um destino na relação entre autocongruência e autocongruência social com o destino e engajamento nas redes sociais. Para a análise dos resultados, foram realizadas Análises Fatoriais Exploratória e Confirmatória e análise dos processos de mediação utilizando software AMOS. Os resultados confirmaram que tanto a autocongruência como a autocongruência social com um destino impactam o seu valor simbólico percebido. Enquanto uma das dimensões do valor simbólico (expressão da personalidade do destino) impacta totalmente o engajamento nas redes sociais, a outra (prestígio do destino) não impacta duas das três dimensões do engajamento nas redes sociais (contribuição e criação). Numa visão geral, o valor simbólico do destino medeia o impacto da autocongruência e da autocongruência social no engajamento nas redes sociais do destino. Os resultados deste estudo sugerem que os profissionais de marketing precisam ter em consideração a necessidade dos turistas de exprimir a sua identidade e obter a aceitação de outros para aumentar o engajamento nas redes sociais, através da construção de um forte valor simbólico. A eficácia de uma estratégia de marketing, que vise destacar o valor simbólico de um destino, pode ser avaliada aplicando este modelo antes e depois da sua execução

When do tourists really enjoy authentic and exotic food experiences? Product adaptation and tourists’ attitudes

Gastronomy is an essential component of the travel experience.The current paper analyses the extent to which the perceived authenticity in the local food, the degree of adaptation and the cultural contrast determine tourist memorable experiences. Moreover, it proposes the moderating effect of searching for authenticity and adaptation ability. Results from a sample of international tourists in Segovia who tasted a typical dish “cochinillo” (roasted suckling pig) support the positive effect of authenticity and cultural contrast in the perceived experience, whereas the product adaptation reduces the perception of authenticity and cultural contrast. Authenticity has a greater effect on the experience perception when the tourists search for it and individuals are less influenced by the cultural contrast when they are unable to adapt themselves to different cultures.La gastronomía es un componente esencial de la experiencia de los viajeros. El presente trabajo analiza el efecto de la autenticidad percibida y del contraste cultural en la experiencia gastronómica de los turistas. Además, se propone el efecto moderador de la búsqueda de autenticidad y la capacidad de adaptación del turista en dicha relación. Los resultados obtenidos con una muestra de turistas internacionales que han probado la gastronomía típica (cochinillo) de una ciudad con un claro posicionamiento gastronómico-cultural (Segovia) apoya el efecto positivo de la autenticidad y el contraste cultural sobre la experiencia percibida mientras que la adaptación del producto reduce la autenticidad y el contraste cultural. Además, se prueba que la autenticidad posee un efecto mayor sobre la experiencia percibida cuando los turistas realmente la buscan mientras que los individuos con mayor capacidad de adaptación son menos sensibles al contraste cultural de la experiencia

Conational Drivers Influencing Brand Preference among Consumers

Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims at discussing the cognitive factors that determine brand preference among consumers based on empirical research. Brand attributes including emotions, attitudes, personality, image, reputation and trust which influence consumer perceptions and temporal association with brands are critically examined in the study. The study reveals that higher brand relevance and trust build strong the association of consumers with brand in long-run.Cognitive behavior, brand identity, personality traits, brand association, brand image, trust, corporate reputation, mass market, brand preference, consumer value

Examining the trip experience on competitive advantage creation in tourism

Researchers thanked for the support by Directorate of Research and Community Service. Directorate General of Strengthening Research and Development. Ministry of Research, Technology, and Higher Education of Indonesia for the funding in year 2019.Purpose: This study aims to examine the trip experience on competitive advantage creation in Indonesia tourism. Trip experience includes transportation, accommodation, tour guide, and tourism activities. Design/Methodology/Approach: The research population consists of all international tourists who visited Indonesia through Soekarno Hatta International Airport (Jakarta) and Ngurah Rai International Airport (Bali). The questionnaire was constructed in English and translated into Arabic and Mandarin. Convenience sampling techniques were used to collect data. Out of 500 questionnaires distributed, only 415 were valid and used for analysis. Partial Least Square by SMART-PLS 3.0 software was used for data analysis. Findings: Result shows that transportation, accommodation and tourist activities are positively significant factors on tourist loyalty and mediated by tourist satisfaction. Whereas, tour guides have positively but not significant influence on tourist loyalty and mediated by tourist satisfaction. Practical implications: The study provides a practical implication which requires a close relationship of state governments and tourism companies in order to have good cooperative and coordination to competitive advantage creation. Originality/Value: As this study is based on recent studies on tourism destination in competitive advantage creation it brings a new insight of analyzing the two cities of highest tourists visits in order to understand the condition of overall Indonesian tourism.peer-reviewe

CONSUMERS’ WILLINGNESS TO BUY FOOD VIA THE INTERNET: A REVIEW OF THE LITTERATURE AND A MODEL FOR FUTURE RESEARCH

In the first part of the paper, existing studies on consumer propensity to buy via the Internet are reviewed in an attempt to shed light on factors explaining consumer willingness to buy food via the Internet. Following a model by Sindhav and Balazs (1999), determinants relating to medium, product, consumer, firm and environment are distinguished. In order to draw the various results together and provide a coherent framework for future research, we then propose a model which combines the Theory of Planned Behaviour and the lifestyle construct. The model can be used to analyse how beliefs affecting consumers intention to buy food via the Internet are formed and changed due to experience with such shoppingNo keywords;

Why do people share their travel experiences on social media?

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceTourism practices are being increasingly affected by social media and recommendations from trusted friends are undoubtedly major influencers in travel decision making. Thus, it is quite interesting to explore the role of social media in a travelling context. It is also crucial to understand why there are people who do not share their experiences, usually known as lurkers. Allied to this, social influence theory and its three constructs – identification, internalization and compliance, have played a critical role in this study, as well as the users’ personality. Based on 381 responses, findings revealed two dominant reasons: first, perceived enjoyment was the most important motive to explain why travellers share their travel experiences on online networks and travel websites. Second, security and privacy issues are at the top of lurking reasons. This study extends the existing literature by combining all online behaviours into one single model. Suggestions for further researches were given