Customer engagement with tourism social media brands

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• 作者：Paul Harrigan^a ; ^{paul.harrigan@uwa.edu.au}Author Vitae ; Uwana Evers^a ; ^{uwana.evers@uwa.edu.au}Author Vitae ; Morgan Miles^b ; ^{morgan.miles@canterbury.ac.nz}Author Vitae ; Timothy Daly^c ; ^{tim.daly@uaeu.ac.ae}Author Vitae
• 关键词：Customer engagement ; Social media ; Tourism ; Brand loyalty ; Customer engagement scale
• 刊名：Tourism Management
• 出版年：2017
• 出版时间：April 2017
• 年：2017
• 卷：59
• 期：Complete
• 页码：597-609
• 全文大小：1369 K
• 卷排序：59

文摘

In tourism, customer engagement has been found to boost loyalty, trust and brand evaluations. Customer engagement is facilitated by social media, but neither of these phenomena is well-researched in tourism. This research contributes in two ways. First, we validate the Customer Engagement with Tourism Brands (CETB) 25-item scale proposed by So, King & Sparks (2014) in a social media context, and offer an alternative three-factor 11-item version of the scale. Second, we replicate their proposed structural model, and test our alternative model, to predict the behavioural intention of loyalty from engagement, and to test customer involvement as an antecedent to engagement. Ultimately, we propose a customer engagement scale and a nomological framework for customer engagement, both of which can be applied in both tourism and non-tourism contexts. Managers of tourism brands on social to better assess the nature of customer engagement with the parsimonious 11-item scale.