What is it about?
We explore the interplay between social currency (SC) and consumer engagement on social networks.
Featured Image
Photo by Kevin Curtis on Unsplash
Why is it important?
We use text analyses based on both human coding and machine learning assisted sentiment analysis on reviews collected from Facebook pages, and we show that SC has a positive effect on ratings and visitor loyalty.
Perspectives
First, we find that attractions have varying makeup of SC as represented in the six dimensions of SC. Second, repeat visits increase SC. Third, SC positively impacts revisit intentions even in the absence of prior experience. We also find that prior experience does not appear to yield better ratings, however, it predicts revisit intentions. This study represents the first use of SC in the tourism domain. Theoretical and practical implications alongside limitations and future research are discussed.
Dr. Muhammet Kesgin
Rochester Institute of Technology
Read the Original
This page is a summary of: Consumer engagement: the role of social currency in online reviews, Service Industries Journal, December 2018, Taylor & Francis,
DOI: 10.1080/02642069.2018.1553237.
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Resources
Residents as destination advocates: the role of attraction familiarity on destination image
Emphasizing the role of residents as destination advocates, the purpose of this paper is to investigate the influence of residents’ familiarity with, and, favorability of attractions on destination image. Evidence from the study indicates the importance of marketing to residents as they serve as destination advocates.
Tourism-based customer engagement: the construct, antecedents, and consequences
Drawing on a service-dominant (S-D) logic perspective, this study identifies key antecedents and consequences of tourism customer engagement, which remain nebulous to date. We develop a structural model that is tested on a sample of 310 customers at different tourist destination sites and attractions in India. The results reveal a positive effect of place authenticity and place attachment on customer engagement. The findings also indicate customer engagement’s positive effect on the development of customer trust, brand loyalty, and co-creation. Third, we identify customer engagement’s mediating role in the effect of place attachment and place authenticity on customer trust, loyalty, and co-creation. Specifically, place authenticity was found to exert a partial mediating effect in the association between place attachment and customer engagement. As such, this research bids newer insight into the role of tourism-based customer engagement, from which we develop relevant implications.
Investigating the effects of tourist engagement on satisfaction and loyalty
This paper examine the concept of tourist engagement modeled as a second-order composite in the context of a heritage destination in Malaysia. In doing so, this study investigates the direct and indirect effects of tourist engagement through satisfaction on destination loyalty. Data was collected from tourists visiting Kinabalu National Park, Sabah, Malaysia. To investigate tourist engagement, this study employs confirmatory composite analysis in combination with the latest version of partial least squares- path modeling (PLS-PM) known as consistent partial least squares. The findings strongly support to model tourist engagement as a second-order composite and show a strong positive effect for tourist engagement on satisfaction and tourists’ destination loyalty. Moreover, a strong indirect effect of tourist engagement on loyalty through satisfaction is revealed. This study has a number of practical implications for local authorities to sustain tourism development in the Kinabalu National Park.
Contributors
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