Tác động của trải nghiệm thương hiệu điểm đến trên truyền thông xã hội đến ý định quay lại du lịch Bình Định của du khách nội địa
Nội dung chính của bài viết
Tóm tắt
Các phương tiện truyền thông xã hội như Facebook, Youtube đang trở thành một xu hướng và việc thấu hiểu trải nghiệm thương hiệu điểm đến của du khách trên những nền tảng truyền thông xã hội này mở ra nhiều cơ hội kinh doanh đối với ngành du lịch. Mục tiêu của nghiên cứu này là tác động của trải nghiệm thương hiệu điểm đến trên truyền thông xã hội đến ý định quay lại du lịch Bình Định của du khách nội địa. Nghiên cứu đã tiến hành khảo sát 305 du khách nội địa đến Bình Định thông qua bảng hỏi có cấu trúc. Mô hình PLS SEM được sử dụng để đánh giá các mối quan hệ giữa các nhân tố trong mô hình nghiên cứu. Nghiên cứu cho thấy trải nghiệm thương hiệu điểm đến Bình Định (cảm giác, cảm xúc, trí tuệ và hành vi) ảnh hưởng trực tiếp và gián tiếp đến ý định quay lại của du khách và sự chân thực của thương hiệu đóng vai trò là nhân tố trung gian. Bài nghiên cứu này tiên phong trong việc xây dựng mô hình nghiên cứu về các thành phần cụ thể của trải nghiệm thương hiệu trên truyền thông xã hội và sự chân thực thương hiệu điểm đến hướng tới việc định hình hành vi của du khách đối với điểm đến hấp dẫn thuộc vùng duyên hải Miền Trung. Nghiên cứu này cũng đã đề xuất một số hàm ý quản trị hữu ích cho nhà quản lý du lịch trong việc tăng cường trải nghiệm thương hiệu điểm đến trên mạng xã hội và tăng cường khả năng thu hút du khách đến Bình Định.
Chi tiết bài viết
Từ khóa
Sự chân thực của thương hiệu điểm đến, Trải nghiệm thương hiệu điểm đến, Truyền thông mạng xã hội, Ý định quay lại du lịch
Tài liệu tham khảo
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Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A structural model of fashion‐oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433-446. https://doi.org/10.1108/13612020610701965
Kolar, T., & Zabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? Tourism Management, 31(5), 652–664. https://doi.org/10.1016/j.tourman.2009.07.010
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Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism Management, 33(5), 1270–1280. https://doi.org/10.1016/j.tourman.2011.10.012
Lee, W., Gretzel, U., & Law, R. (2010). Quasi-trial experiences through sensory information on destination websites. Journal of Travel Research, 49(3), 310–322. https://doi.org/10.1177/0047287509346991
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Barnes, S. J., Mattison, J., & Soresen, F. (2014). Destination brand experience and visitor behaviour: Testing a scale in tourism context. Annals of Tourism Research, 48 (September), 121–139. https://doi.org/10.1016/j.annals.2014.06.002
Jiménez-Barreto, J., Rubio, N., & Campo, S. (2020). Destination brand authenticity: What an experiential simulacrum! A multigroup analysis of its antecedents and outcomes through official online platforms. Tourism Management, 77, 104022. https://doi.org/10.1016/j.tourman.2019.104022
Berry, L. L., & Carbone, L. P. (2007). Build loyalty through experience management. Quality progress, 40(9), 26.
Beverland, Michael B. (2005). Crafting Brand Authenticity: The Case of Luxury Wines. Journal of Management Studies, 42(5), 1003–29. https://doi.org/10.1111/j.1467-6486.2005.00530.x
Beverland, Michael B., and Francis J. Farrelly (2010). The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes.Journal of Consumer Research, 36(5), 838–56. https://doi.org/10.1086/615047
Bhattacharya, A., Srivastava, M., & Verma, S. (2019). Customer experience in online shopping: a structural modeling approach. Journal of Global Marketing, 32(1), 3-16. https://doi.org/10.1080/08911762.2018.1441938
Boley, B. B., Jordan, E. J., Kline, C., & Knollenberg, W. (2018). Social return and intent to travel. Tourism Management, 64(February), 119–128. https://doi.org/10.1016/j.tourman.2017.08.008
Brakus, J.J., Zarantonello, L., Schmitt, B.H., (2009). Brand Experience: What is it? How is it Measured? Does it Affect Loyalty? Journal of Marketing, 73(3), 52-68. https://doi.org/10.1509/jmkg.73.3.052
Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in Consumer Research, 40, 567-576. https://ssrn.com/abstract=2402187
Chen, H., Papazafeiropoulou, A., Chen, T.-K., Duan, Y., & Liu, H.-W. (2014). Exploring the commercial value of social media: Enhancing consumers’ brand experience through Facebook pages. Journal of Enterprise Information Management, 27(5), 576–598. https://doi.org/10.1108/JEIM-05-2013-0019
Chen, R., Zhou, Z., Zhan, G., & Zhou, N. (2020). The impact of destination brand authenticity and destination brand self-congruence on tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing & Management, 15, 100402. https://doi.org/10.1016/j.jdmm.2019.100402
Chhabra, D., Healy, R., & Sills, E. (2003). Staged authenticity and heritage tourism. Annals of tourism research, 30(3), 702-719. https://doi.org/10.1016/S0160-7383(03)00044-6
Choi, Y., Hickerson, B., & Kerstetter, D. (2018). Understanding the sources of online travel information. Journal of travel research, 57(1), 116-128. https://doi.org/10.1177/0047287516683833
Chung, N., Han, H., & Joun, Y. (2015). Tourists’ intention to visit a destination: The role of augmented reality (AR) application for a heritage site. Computers in Human Behavior, 50©, 588-599. https://doi.org/10.1016/j.chb.2015.02.068
Chung, N., Lee, H., Kim, J. Y., & Koo, C. (2018). The role of augmented reality for experience-influenced environments: The case of cultural heritage tourism in Korea. Journal of Travel Research, 57(5), 627-643. https://doi.org/10.1177/0047287517708255
Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. Psychology Press. https://doi.org/10.4324/9781315827506
Eusébio, C., & Vieira, A. L. (2013). Destination attributes' evaluation, satisfaction and behavioural intentions: A structural modelling approach. International Journal of Tourism Research, 15(1), 66–80. https://doi.org/10.1002/jtr.877
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.1177/002224378101800313
Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding–exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324-348. https://doi.org/10.1108/EJM-10-2014-0633
Gilmore, J. H., & Pine, B. J. (2007). Authenticity: What consumers really want. Harvard Business Press.
Grayson, K., & Martinec, R. (2004). Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings. Journal of Consumer Research, 31(2), 296-312. https://doi.org/10.1086/422109
Ha, H. Y., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438-452. https://doi.org/10.1002/cb.29
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16(3), 211–239. https://doi.org/10.1080/13683500.2012.662215
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140. https://doi.org/10.1086/208906
Huertas, A. (2018). How live videos and stories in social media influence tourist opinions and behaviour. Information Technology & Tourism, 19(1–4), 1–28. https://doi.org/10.1007/s40558-018-0112-0
Hương, P.T.L., Hồng, N.T., & Khải, T.T. (2016). Ảnh hưởng của trải nghiệm thương hiệu đến lòng trung thành thương hiệu trong kinh doanh bán lẻ thời trang. Tạp chí Phát triển kinh tế, 27 (3), 80-97. https://digital.lib.ueh.edu.vn/handle/UEH/57299
Hyun, M. Y., Lee, S., & Hu, C. (2009). Mobile-mediated virtual experience in tourism: Concept, typology and applications. Journal of Vacation Marketing, 15(2), 149–164. https://doi.org/10.1177/1356766708100904
Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A structural model of fashion‐oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433-446. https://doi.org/10.1108/13612020610701965
Kolar, T., & Zabkar, V. (2010). A consumer-based model of authenticity: An oxymoron or the foundation of cultural heritage marketing? Tourism Management, 31(5), 652–664. https://doi.org/10.1016/j.tourman.2009.07.010
Kumar, V., & Kaushik, A. K. (2018). Destination brand experience and visitor behavior: The mediating role of destination brand identification. Journal of Travel & Tourism Marketing, 35(5), 649–663. https://doi.org/10.1080/10548408.2017.1401032
Lee, W., & Gretzel, U. (2012). Designing persuasive destination websites: A mental imagery processing perspective. Tourism Management, 33(5), 1270–1280. https://doi.org/10.1016/j.tourman.2011.10.012
Lee, W., Gretzel, U., & Law, R. (2010). Quasi-trial experiences through sensory information on destination websites. Journal of Travel Research, 49(3), 310–322. https://doi.org/10.1177/0047287509346991
Lindberg, F., Hansen, A. H., & Eide, D. (2014). A multirelational approach for understanding consumer experiences within tourism. Journal of Hospitality Marketing & Management, 23(5), 487–512. https://doi.org/10.1080/19368623.2013.827609
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: evaluation, feeling, and satisfaction. Journal of Consumer Research, 20(3), 451-466. https://doi.org/10.1086/209361
Alessandra Marasco, Piera Buonincontri, Mathilda van Niekerk, Marissa Orlowski, Fevzi Okumus, Exploring the role of next-generation virtual technologies in destination marketing. Journal of Destination Marketing & Management, 9, 138-148. https://doi.org/10.1016/j.jdmm.2017.12.002
Morgan, N.J., Pritchard, A.,& Piggott, R. (2003). Destination branding and the role of the
stakeholders: The case of New Zealand. Journal of Vacation Marketing, 9(3), 285-299. https://doi.org/10.1177/135676670300900307
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218. https://doi.org/10.1016/j.jcps.2014.11.006
Mura, P., Tavakoli, R., & Sharif, P. S. (2017). ‘Authentic but not too much’: Exploring perceptions of authenticity of virtual tourism. Information Technology & Tourism, 17(2), 145–159. https://doi.org/10.1007/s40558-016-0059-y.
Napoli, Julie, Dickinson S, Beverland M, and Francis Farrelly (2014). Measuring Consumer-Based Brand Authenticity. Journal of Business Research, 67 (6), 1090–98. https://doi.org/10.1016/j.jbusres.2013.06.001
Napoli, J., Dickinson-Delaporte, S., & Beverland, M. B. (2016). The brand authenticity continuum: Strategic approaches for building value. Journal of Marketing Management, 32(13–14), 1201–1229. https://doi.org/10.1080/0267257X.2016.1145722
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