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The Effects of Selected Visual Cues on Tourists' Perceptions of Quality and Satisfaction, and on Their Behavioral Intentions

The Effects of Selected Visual Cues on Tourists' Perceptions of Quality and Satisfaction, and on Their Behavioral Intentions
Author: Stacy Renee Tomas
Publisher:
Total Pages:
Release: 2008
Genre:
ISBN:
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In tourism, the product is the experience. The destination sets the stage, which facilitates the experience. First impressions, based largely on visual cues in the environment, help to determine the level of quality tourists should expect from their encounter. While much research has focused on destination image in advertising, little attention has been given to on-site assessments of tourists' perceptions of the visual environment. This study had three specific objectives. The first was to determine if changes in the visual environment affect respondents' attitudes, perceptions of quality and satisfaction. The second objective set out to determine which visual quality elements have the strongest influence on respondents' attitudes, their perceptions of quality and satisfaction. The final objective was to explore the interrelationship between attitudes, quality, satisfaction and behavioral intentions. Utilizing a series of digitally modified photographs and an experimental design approach with three treatments, this study examined how selected visual environmental cues affected respondents' perceptions. The relatively high adjusted R2 values across the three treatments suggests the strong influence of visual quality elements on hedonic (R2 values ranging from .16 to .27) and utilitarian attitudes (R2 values ranging from .16 to .24), and particularly on satisfaction (R2 values ranging from .31 to .44) and overall quality (R2 values ranging from .28 to .35). The visual cues having the strongest influence on perceptions were level of crowding, available seating, maintenance and upkeep, and type of signage. Utilizing structural equation modeling, this study examined the interrelationship between the endogenous variables in the model. The influence of hedonic attitude on overall quality and satisfaction was confirmed, but the influence of utilitarian attitude on overall quality and satisfaction was not. This suggests that some tourism experiences are more hedonic in nature. This research supports previous literature suggesting that a high level of quality will result in a high level of satisfaction for the visitors (significant path estimate of .422). Additionally, standardized path coefficients indicate that overall quality (.416) and satisfaction (.486) were both related to behavioral intentions, with satisfaction being a stronger predictor.

Perceptions of Service Quality, Satisfaction and the Intent to Return Among Tourists Attending a Sporting Event

Perceptions of Service Quality, Satisfaction and the Intent to Return Among Tourists Attending a Sporting Event
Author: David J. Shonk
Publisher:
Total Pages: 155
Release: 2006
Genre: Satisfaction
ISBN:
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Abstract: The primary purposes of this study were to: a) propose a comprehensive set of dimensions of quality in sport tourism services; and b) propose and test a model where perceived quality in selected dimensions is said to lead to client Satisfaction with the experience which, in turn, is said to influence the intent of the tourist to return to the event in the future. A secondary purpose of the study was to develop a scale to measure service quality in selected dimensions, client Satisfaction and Intent to Return. The model was tested using data collected from spectators traveling to a major league All-Star sporting event in the United States. All tourists responding to the questionnaire were from a residence 50 miles or more away from the stadium. The data from the 215 usable cases was analyzed using structural equation modeling. Confirmatory factor analysis indicated that the CFA Measurement Model was an acceptable fit (CMIN/DF=1.828, RMSEA=.067, NFI =.802, GFI = .840, TLI = 872, CFI =.897). The structural model was a good fit for the data (CMIN/DF= 2.394, RMSEA=.081, NFI =.932, GFI = .950, TLI = .932, CFI =.959). The findings from this study point to support for a multi-dimensional model of service quality in sport tourism. The most important dimension was found to be the quality of the contest itself. The results suggested that there is an overall perception of sport tourism quality (ST Quality) which significantly contributes to a tourist's perceptions of satisfaction. Moreover, Satisfaction was found to significantly contribute to a tourist's decision to return to a sporting event and/or to a particular destination. The scale developed in this study offers a good starting point for exploring services in sport tourism. A discussion of results is provided along with implications for sport managers and recommendations for future research.

Building Corporate Identity, Image and Reputation in the Digital Era

Building Corporate Identity, Image and Reputation in the Digital Era
Author: T C Melewar
Publisher: Routledge
Total Pages: 399
Release: 2021-07-29
Genre: Business & Economics
ISBN: 1000382214
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Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

Host-Guest Interaction

Host-Guest Interaction
Author: Vahid Ghasemi
Publisher:
Total Pages: 0
Release: 2020
Genre:
ISBN:
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Understanding the quality of tourist experiences in the context of host-guest interaction is essential for tourism development, as it helps to better position the brand of destinations by engaging both visitors and residents. This could be achieved by measuring their satisfaction and perceived service quality. In this context, the current study aimed to analyse how tourists perceive residents' engagement and attitudes toward tourism in their destination and how this affects tourists' satisfaction, their intention to recommend the destination to others and their likelihood to act as brand ambassadors of the destination (both online and offline). To this end, a survey was carried out with 609 tourists in two destinations in Portugal (Lisbon) and Italy (Olbia, Sardinia). The collected data was subjected to Structural Equation Modelling (SEM). Findings support the research hypotheses and contribute to a better understanding of tourists' perceptions of service quality, resident support and their brand ambassadorship behavior in two cross cultural European destinations. Several implications are discussed from the research findings and directions for future research are presented.

A Conceptual Model of the Roles of Price, Quality, and Intermediary Constructs in Determining Behavioral Intention to Visit a Festival

A Conceptual Model of the Roles of Price, Quality, and Intermediary Constructs in Determining Behavioral Intention to Visit a Festival
Author: So Yon Lee
Publisher:
Total Pages:
Release: 2006
Genre:
ISBN:
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A clear understanding of the relationship among three performance indicators (perceived service quality, perceived service value, and satisfaction) would inform tourism businesses and organizations which of these evaluation measures were the most useful indicators of visitors' behavioral intentions. Perceived service quality is a user's judgment about a service's overall excellence or superiority (Berry, Parasuraman and Zeithaml 1988). Perceived service value has been recognized in the past decade as one of the most salient determinants of purchase intention and repeat visitation (Bolton and Drew 1991; Chang and Wildt 1994; Jayanti and Ghosh 1996). Previous studies (Grewal, Monroe and Krishnan 1998; Jayanti and Ghosh 1996; Oh 1999; Sweeney, Soutar and Johnson 1997; Zeithaml 1988) suggested that perceived service value which is defined as a trade-off between visitors' perceptions of the "give" and "get" components of a service (Zeithaml 1988) mediates the influence of perceived price and perceived service quality. Satisfaction is a visitor's affective and evaluative response to the overall product or service experience (Oliver 1997). What visitors receive from their investment (money, time and other resources) on a tourism trip are psychological benefits. Thus, it is an experience that visitors receive from interacting with the tourism product, and satisfaction is an evaluation of the level to which these psychological benefits are received (Crompton and Love 1995). This study is an examination of the relationships between visitors' perceived service quality, perceived service value, satisfaction and behavioral intentions. Respondents were visitors who attended the Cajun Catfish Festival in Conroe, Texas and were systematically selected. Findings revealed that: a) a structural model operationalizing perceived service quality as a set of attributes fit the data better than an alternative model that measured quality by using a visitor's judgment about a service's overall excellence or superiority; b) among the constructs analyzed perceived service value appeared to be the best predictor of behavioral intentions; and c) of the four dimensions of service quality of a festival, generic features and comfort amenities had the most influence on determining perceived service quality.

Digital and Social Media Marketing

Digital and Social Media Marketing
Author: Nripendra P. Rana
Publisher: Springer Nature
Total Pages: 337
Release: 2019-11-11
Genre: Business & Economics
ISBN: 3030243745
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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Tourist Engagement

Tourist Engagement
Author: shuyue huang
Publisher:
Total Pages:
Release: 2017
Genre:
ISBN:
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This thesis continues the recent discussion on the conceptualization, scale development and empirical studies of engagement for a better understanding of customer experience, especially in the context of tourism. This study aims to answer a variety of questions raised by the engagement studies in consumer behavior, including the lack of (1) systematic scholarly inquiry on engagement definition and scope, (2) consensus regarding its dimensionality, and (3) understanding of engagement's effect on assessing, predicting and enhancing customer loyalty, as well as its interaction with various existing loyalty antecedents. This study conceptualizes tourist engagement (TE) as a psychological state that occurs by virtue of interactive, co-creative tourist experiences with a focal agent/object (people/attraction/ activities/encounters) in focal travel experience relationships. By using the three steps of item generation, scale purification, and scale validation, this study develops a four-dimensional, second-order, 16-item measurement model of TE scale, including social interaction, interaction with employees, relatedness, and activity related tourist engagement (with two sub-dimensions, immersed involvement and novelty-seeking). This scale demonstrates sufficient psychometric properties on uni-dimensionality, reliability, and validity; the predictive validity test presents a significant effect of TE on behavioral intention, explaining for 35.4% its variance. Moreover, this study delineates and empirically validates TE's role in capturing the quality of tourist experience, focusing on its relationship with perceived service quality, perceived value, satisfaction, and behavioral intention. Despite the insignificant direct effect between TE and behavioral intention in an integrated model, TE does exert the largest total effect on behavioral intention compared to the other three predictors. Also, results show that by improving the engaging experience, tourist perception on service quality, value, and overall satisfaction can be significantly enhanced. Meanwhile, a variety of data collection methods (in-depth interviews, focus groups, Amazon Mechanical Turk survey, and online panel) and analytical techniques (exploratory factor analysis, confirmatory factor analysis, structural equation modeling, and MANOVA) were used. This study presents the first endeavor to develop a marketing tool of engagement to measure the quality of travel experience. It contributes to research on engagement studies, tourist experience and destination service management.