Future research directions in tourism marketing

Purpose &ndash; The purpose of this paper is to formulate and discuss future research avenues for the marketing of tourism services.Design/methodology/approach &ndash; The approach taken in the paper is to review the relevant literature and focus on the key themes most important for future research on tourism marketing.Findings &ndash; The paper finds that there are a number of research avenues for tourism marketing researchers and marketing practitioners to conduct investigations on but the most important areas are consumer behavior, branding, e-marketing and strategic marketing.Practical implications &ndash; The paper is relevant to tourism firms and destination management organizations in the development of marketing activities/capabilities to increase their customer base. In addition, as this paper takes a global perspective it is also helpful to compare different international research directions.Social implications &ndash; Changing demographics and the aging of the global population mean different marketing approaches will be needed to market tourism services to older consumers and also consumers from developing countries such as China and India.Originality/value &ndash; This paper is a key resource for marketing practitioners wanting to focus on future growth areas and also marketing academics interested in tourism marketing that want to stay at the forefront of their research area of expertise.<br /

Antecedent and Consequences of Blockchain-as-a-Service for E-Voting: The Mediating Role of Perceived Trust

Electronic voting refers to internet voting (e-voting), a system for electronically casting and counting votes. The current voting service provided by the government includes balloting paper and e-voting. However, these services cannot be relied on due to several issues such as electoral fraud (e.g., counting, rigging, and election manipulation), circuitry failure (e.g., tampering with the motherboard), and, more importantly, such services do not provide the facility to track back the casted vote. Considering the problems in earlier voting services, the blockchain-as-a-service for e-voting has been introduced to make the voting process more secure, immutable, transparent, and reliable. Within the blockchain-as-a-service for e-voting, we have reviewed the available literature and witnessed that the majority of the studies have given much emphasis on the technical side but lack its focus on the adoption behavior of blockchain-as-a-service for evoting during the election period. Therefore, the foci of this study to explore the antecedent (i.e., digital literacy) and consequences (i.e., consumer wellbeing, users’ referral) of users’ adoption behavior of blockchain-as-a-service for e-voting under the mediating mechanism of users’ perceived trust between digital literacy and adoption behavior. This study collected data from a 315 US sample using the Mturk. Partial least squares – structural equation modeling (PLS-SEM) analyses were used to analyze the study data. The PLS-SEM analysis revealed that the measurement model of the study, including digital literacy as a higher-order reflective-formative construct and other reflective models (e.g., adoption behavior, consumer wellbeing, etc.), have adequate reliability and validity. Upon estimating the study’s structural model, we found that digital literacy of blockchain e-voting positively impacts on perceived trust and adoption behavior of blockchain e-voting technology. Perceived trust in blockchain e-voting also revealed to have a positive impact on users’ adoption behavior of blockchain-as-a-service for evoting. Furthermore, the results of the study indicated that blockchain adoption behavior is a significant predictor of consumer well-being and citizen referral behavior. We also tested the mediating effect of perceived trust between digital literacy and adoption behavior of blockchain-as-a-service for e-voting and found that digital literacy successfully predicts the adoption behavior of blockchain e-voting through perceived trust, signifying the pivotal role of trust. This study theoretically extends the domain of blockchain-as-a-service for evoting via investigating its potential antecedent (i.e., digital literacy) and consequences (i.e., citizen referral behavior and consumer well-being) of users’ adoption behavior of blockchain-as-a-service for evoting. Besides, we also expands the literature of perceived trust via studying it as a mediating mechanism between digital literacy and users’ adoption behavior of blockchain-as-a-service for evoting. It also helps design, prepare, and implement new technologies while considering consumers\u27 digital literacy and trust. Government officials and regulators should promote ways to improve the level of digital literacy to implement the blockchain e-voting service fully. Policymakers should collaborate with industry practitioners to create a well-thought-out plan that targets and improves public digital literacy while also increasing trust in blockchain e-voting to increase people\u27s adoption and usage of this technology

A framework for innovative service design

Drawing on research from design science, marketing and service science, our paper provides an integrated framework for evaluating and directing innovative service design. The main goal of our review is to highlight the strengths of existing frameworks and to suggest how they can be enhanced in combination with design science principles. Based on our review, we propose a new framework for the design of innovative services that integrates several key paradigmatic approaches and identifies fundamental open research questions. Our approach is unique as it combines three service disciplines, namely services marketing, service science, and design science, and provides a new framework that describes step by step the procedure that needs to be taken and the conditions that need to be met for developing innovative services. We believe that providing such a framework is a valuable addition to the literature

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ABSTRACT The study extends the concepts of customer orientation and marketing capabilities to an online retailing context while it examines the ability of product involvement to distinguish retailers &apos; websites. The objectives of this article are: (a) to identify the degree of customer orientation as manifested on retailers &apos; websites, (b) to investigate the marketing capabilities revealed through their websites and (c) to examine the role of involvement as a differentiating factor in an online context. A twofold methodological approach was taken by employing content analysis and concept mapping. The results indicate that a certain degree of customer orientation and marketing capabilities are revealed through retailers &apos; websites while the above constructs can be used to identify distinct website groups. Moreover, the degree of customer orientation and marketing capabilities as refl ected on these websites differ signifi cantly between product categories of high and low involvement. Managerial implications for managing websites &apos; customer orientation and marketing capabilities are discussed

The role of perceived product quality and overall satisfaction on purchase intentions.

Abstract The study investigated the effects of perceived product quality and overall satisfaction on purchase intentions

Exploring the Role of Brand Love on Perceived Corporate Social Respons ability

Corporate social responsibility (CSR) is one of the significant concepts in the corporate marketing literature and refers to a firm's engagement in activities that promote a social agenda beyond law requirements. The present study aims to investigate the role of corporate brand love on perceived Corporate Social Responsibility. The sample of the study consists of 380 consumers who provided data regarding CSR of two service brands: an airline and a telecommunications company. Using the scale developed by Turker (2008), three dimensions of CSR are identified: CSR to society, CSR to employees, and CSR to customers. MANOVA analysis indicated that differences were identified in the three dimensions in relation to the level of corporate brand love. Consumers exhibiting stronger love with the respective corporate brands scored significantly higher in the dimensions of CSR than those exhibiting lower levels of love. The results indicate that consumers' level of brand love affects their perceptions of corporate social responsibility.Corporate Social Responsibility; Brand Love; Corporate Branding

An Empirical Analysis of the Brand Personality Effects on Brand Involv ement

The study aims to (a) provide empirical support for the direct influence that brand personality will have on consumer's brand involvement and (b) delineate the role of each brand personality dimension. Based on a sample of 303 consumers and using sport brands as the product category under investigation, this study reveals that brand personality affects directly consumers' involvement with the brand. Moreover, it demonstrates that not all dimensions of brand personality contribute equally to this relation. This research strengthens the brand personality literature and establishes a baseline for future empirical investigations.SPOTEAPE; sport team personality; brand involvement; Brand personality