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当地美食难忘体验的后果:TikTok影响者的证据
Muhammad Haroon Shoukat1, Kareem M Selem2, Islam Elgammal3
1Department of Management Sciences, COMSATS University Islamabad, Attock Campus, 43600, Pakistan.
Acta psychologica
|June 25, 2023
概括
难忘的当地美食体验和旅行影响者的认可大大提高了再次访问的意图. 影响力营销增强了美食旅游的积极体验,推动了重复访问,并为营销策略提供了信息.
科学领域:
- 旅游市场营销 旅游市场营销
- 消费者行为 消费者行为
- 社会媒体研究 社交媒体研究
背景情况:
- 了解影响再访意向的因素对于可持续旅游至关重要.
- 自决和来源可信度理论为分析消费者选择提供了一个框架.
- 社交媒体的兴起,特别是TikTok,已经改变了食品旅游营销.
研究的目的:
- 调查令人难忘的当地美食体验 (MLX) 和旅行影响者认可 (TIE) 对重新访问意向的影响.
- 在食品旅游的背景下,研究MLX的调解作用和TIE的调节作用.
- 在分析这些关系时整合自决和来源可信性理论 (SCT).
主要方法:
- 通过问卷从513位TikTok影响者收集的数据集中在巴基斯坦的美食旅游业上.
- 使用有目的抽样技术,以确保参与者的相关性.
- 部分最小平方结构方程建模 (PLS-SEM) 使用SmartPLS 4.4进行数据分析.
主要成果:
- 厨艺难忘的体验因素积极影响难忘的当地美食体验 (MLX).
- 无论是MLX还是旅行影响者认可 (TIE),都对重新访问的意图产生了显著的积极影响.
- MLX部分调解了美食难忘体验因素与重访意图之间的关系.
- TIE积极调节了MLX和重新访问意图之间的关系.
结论:
- 难忘的当地美食体验和影响者的认可是食品旅游业重访意向的关键驱动力.
- 旅行影响者在增强食物体验对消费者决策的影响方面发挥着至关重要的作用.
- 调查结果为旅行社,食品供应商和营销人员提供了可操作的见解,以优化当地美食旅游的战略.
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