کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5108672 | 1482623 | 2017 | 11 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Reconciling unsatisfying tourism experiences: Message type effectiveness and the role of counterfactual thinking
ترجمه فارسی عنوان
تجارب گردشگری ناخوشایند: اثربخشی نوع پیام و نقش تفکر غلط
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کلمات کلیدی
بازاریابی مقصد تجربه پس از سفر، ارزیابی پس از خرید، اثربخشی پیام، تفکر فاقد فاکتور، درخواست تجدید نظر پیام نوشتاری،
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
استراتژی و مدیریت استراتژیک
چکیده انگلیسی
While attracting new tourists is an important issue in destination marketing, it is also imperative to manage tourists' experience post-trip, particularly in cases of unsatisfying experiences. Yet, the questions of how to rectify unsatisfying tourism experiences received little attention in tourism scholarship. In the present research, we investigated the effectiveness of different forms of marketing messages and the role of counterfactual thinking in the ability of a marketing message to improve tourists' attitudes towards the destination and intentions to recommend, when a tourism experience was not up to tourists' satisfaction. A scenario-based experiment was conducted with 480 respondents. The results showed that user-generated messages and the messages employing emotional appeal were more impactful than destination-generated or rational messages. Respondents who engaged in downward counterfactual thinking, that is imagining the situation in which their experience could have been worse, was shown to have a greater positive effect on unsatisfied tourists.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Tourism Management - Volume 60, June 2017, Pages 233-243
Journal: Tourism Management - Volume 60, June 2017, Pages 233-243
نویسندگان
Saerom Wang, Ksenia Kirillova, Xinran Lehto,