12 research outputs found
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TRICK OR TWEET: DOES THE UTILIZATION OF SOCIAL MEDIA INCREASE AWARENESS AND SALES OF STREET FOOD OR FOOD TRUCKS?
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The relationship of Social Interactions and Satisfaction for Agritourism Service Encounters
This study suggests that four types of visitors’ social interactions exist in agritourismwith service providers (farmers), companion travelers, other customers, and local residents, based on social exchange theory and resource theory, addressing how those affect satisfaction. Of these interactions, the first interaction has been extensively examined with respect to its effect on positive post-purchase behaviors as it is often deemed more controllable than other types of interactions. However, all interactions or relationships at service encounters can individually or in combination, positively influence post-purchase behaviors, although it is often difficult to untangle their effects. By incorporating multiple observable relationships associated with service delivery specific to agritourism settings, this study will provide insight into service encounter research applicable to small-scale enterprises which predominate agritourism operations. A survey of 400 visitors to farms located in Texas reveals that most of hypotheses are supported
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RECONCEPTUALIZING BRAND LOYALTY: ITS CONCEPTUAL DOMAIN, COMPONENTS, AND STRUCTURE
This study revisits the dimensional structure of the brand loyalty construct. Following recent developments in loyalty studies, this research conceptualizes loyalty as a four-dimensional construct, comprised of cognitive, affective, conative, and behavioral loyalty. It is proposed that the first three dimensions collectively form a higher order factor, namely attitudinal loyalty, which then leads to behavioral loyalty. However, this conceptualization is not supported by the data. Alternatively, a modified model, based on the traditional conceptualization that attitudinal loyalty is a first-order, one-dimensional construct was found to better fit the data. Thus, this study revalidates the traditional two-dimensional conceptualization of loyalty. It also contributes to the literature by introducing and validating a 5-item attitudinal loyalty measure
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INTERNAL BRANDING OF TOURISM DESTINATION: THE INFLUENCE OF LOCAL PEOPLE\u27S BRAND IDENTIFICATION ON THEIR VISITOR SATISFACTION ACTIVITIES TOWARD VISITORS, THEIR INTENTION OF WORD-OF-MOUTH, AND THEIR PARTICIPATION IN TOURISM AND LEISURE ACTIVITIES
The application of branding to tourism is has been widely explored, but most are confined to tourism products in spite of the multidimensional nature of tourism destination branding. In fact, brands pervade almost all aspects of tourism products and services, tourist behaviors and choice, and destination images, and should be promoted via both internal and external marketing efforts. This is particularly important in service industries, where customers\u27 experiences are created by interaction with employees and local customers. Tourism is unique in that when visitors come to a tourism destination, they encounter not only specifically designated service employees, but also the general local population. From the internal marketing standpoint, destination marketers need to take into account the role of local people in two distinctive ways. They should examine how to lead local people appropriate perception and behavior toward visitors, and they also need to motivate local people to use and participate in tourism and leisure activities to make a more salient tourism segment for many tourism destinations particularly in the post-September 11 environment of the economic downturn and decreasing number of tourists. Indeed, in terms of tourism destination branding, the role of local people in tourism destinations is essential, but has not yet been explored in tourism research
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Hunting Cabins and Health Spas: Examining the Potential Benefits of Leisure Travel With, and Independent of, Significant Other
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A Conceptual Framework of Perceived Price Fairness : An Attributional Approach
The purpose of this study was to propose a conceptual framework of perceived price fairness for tourism purchases. The proposed framework is theoretically based on Weiner’s (1980) attribution theory, which has not been largely applied in price literature regardless of its potential theoretical importance. Thus, it is hoped that this framework will contribute to understanding how tourists perceive price increases or extra charges, and help to establish appropriate marketing strategies related to consumers’ perceptions of price (un)fairness. In order to empirically test the propositions formulated by the model, a methodological approach is also suggested. Accordingly, it is anticipated that further empirical research will be able to enhance the theoretical credibility of this conceptual model. It is further believed that understanding how perceived price fairness influences tourists behavior, depending on their inferences, will also provide practical implications. For instance, when suppliers encounter inevitable price increases, they could utilize a marketing strategy based on this theoretical understanding and its empirical results to mitigate consumer’s negative reaction
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Decomposing Joint vs. Separate Evaluation Modes in Destination Choice Sets
The purpose of this study was to assess the practical values of the choice sets in the stage 2 by decomposing joint (considering multiple destinations for a pleasure trip) vs. separate (considering only one destination) evaluation modes. Throughout the survey questionnaire, tourists who were in joint evaluation (JE) or separate evaluation (SE) were identified, and significant predictors influencing them to engage in each evaluation mode were found. Logistic regression revealed that female, repeated visitors, and high income tourists living out of the State are more likely to take the SE mode in selecting pleasure destinations. On the other hand, tourists who frequently take overnight trips and were in-state residents were more likely to take the JE mode in their decision making process. The results of this study suggest that tourism practitioners should implement customer-centric marketing and develop customized marketing information that best fit each segment, beyond the passive responses to information requester
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