Tourism & Management Studies

Hybrid preference assessment for tourism research using solicited and unsolicited opinions: an application in rural tourism

Abstract Social media analysis is a powerful tool for tourism research that, at a relatively low cost, can be used to manage and process large datasets of comments, ratings, and shares from different online communities. However, the heterogeneous nature of unsolicited opinions, the complexity of natural language assessment, and differences in the characteristics of social-data sources hinder the accurate assessment of preferences. Likewise, the use of solicited data sources, such as direct polling, is typically resource-intensive, time-consuming, and geographically limited. We analyze a hybrid approach that combines active polling with passive social media analysis to rate tourist experience. To this end, we present a novel multiple criteria decision analysis model for preference-extraction from solicited and unsolicited data. The proposed approach can significantly reduce the number of polls required to accurately assess the preferences of a community, especially when surveying rural destinations, which are sparsely populated geographic areas situated outside cities and towns.

Resumen El análisis de las redes sociales es una herramienta poderosa para la investigación turística que se puede utilizar para administrar y procesar grandes conjuntos de datos de comentarios, calificaciones y acciones de diferentes comunidades en línea. Sin embargo, la naturaleza heterogénea de las opiniones no solicitadas, la complejidad de la evaluación del lenguaje natural y las diferencias en las características de las fuentes de datos sociales dificultan la evaluación precisa de las preferencias. Analizamos un enfoque híbrido que combina encuestas activas con análisis pasivos de redes sociales para calificar la experiencia turística. Con este fin, presentamos un nuevo modelo de análisis de decisión de criterios múltiples para la extracción de preferencias de datos solicitados y no solicitados. El enfoque propuesto puede reducir significativamente el número de encuestas requeridas para evaluar con precisión las preferencias de una comunidad, especialmente al encuestar a destinos rurales, que son áreas geográficas escasamente pobladas situadas fuera de las ciudades y pueblos.

The Effects of Participant Motivational Behavioural Intention: The MARBLE Case

Abstract This study investigates the motivational factors underlying participation in trade fairs, and their effects on participant satisfaction and behavioural intentions. Data were collected through a questionnaire to 608 participants, selected by convenience sampling, at the International Natural Stone and Technologies Fair (MARBLE), held on 22-25 March 2017 in İzmir, Turkey. Confirmatory factor analysis (CFA) was used to verify the convergent and discriminant validity of the scales while multiple regression analyses were used to test the research hypotheses. The results indicate that the trade fair participants were motivated by commercial attractiveness, financial attractiveness, information search, and city attractiveness. Participant satisfaction was significantly influenced by commercial attractiveness, financial attractiveness, and information search while behavioural intentions were determined by city attractiveness and information search.

Resumo Este estudo investiga os fatores motivacionais subjacentes à participação em feiras e seus efeitos na satisfação e intenções comportamentais dos participantes. Os dados foram coletados através de um questionário a 608 participantes, selecionados por amostragem por conveniência, na Feira Internacional de Pedras e Tecnologias Naturais (MARBLE), realizada de 22 a 25 de março de 2017 em İzmir, Turquia. A análise fatorial confirmatória (CFA) foi usada para verificar a validade convergente e discriminante das escalas, enquanto análises de regressão múltipla foram usadas para testar as hipóteses da pesquisa. Os resultados indicam que os participantes da feira foram motivados por atratividade comercial, atratividade financeira, busca de informações e atratividade da cidade. A satisfação dos participantes foi significativamente influenciada pela atratividade comercial, atratividade financeira e busca de informações, enquanto as intenções comportamentais foram determinadas pela atratividade da cidade e pela busca de informações.

The relationship of service quality dimensions of restaurant enterprises with satisfaction, behavioural intention, eWOM, and the moderating effect of atmosphere

Abstract The aim of this research is to test the relationship between the service quality of restaurants and electronic word-of-mouth (eWOM) communication, satisfaction, and behavioural intention and to analyse the moderating effect of the restaurant atmosphere in the relationship between service quality and eWOM. The population of the research consists of local tourists who come to the restaurants located in the city centre of Diyarbakır. Questionnaires were used to obtain the data of the research. The data were analysed using 385 surveys collected from restaurant customers using package programs (SPSS and AMOS). As a result of explanatory factor analysis, 4 service quality dimensions were determined in restaurants (tangibles, assurance, reliability, empathy), and then confirmatory factor analysis, second-order confirmatory factor analysis, a measurement model, and path analyses were carried out. According to the results of the analysis, it was determined that the service quality dimensions of the restaurants have effects on satisfaction and eWOM. In addition, restaurant atmosphere has been found to have a moderating effect on the effect of service quality dimensions on eWOM in restaurants.

Resumen El objetivo de esta investigación es probar la relación entre la calidad del servicio de los restaurantes y la comunicación electrónica del boca a boca (eWOM), la satisfacción y la intención de comportamiento, y para analizar el efecto moderador de la atmósfera de restaurantes en la relación entre la calidad del servicio y eWOM. La población de la investigación consiste en turistas locales que acuden a los restaurantes ubicados en el centro de la ciudad de Diyarbakır. Se utilizaron cuestionarios para obtener los datos. Los datos se analizaron mediante 385 encuestas recopiladas de clientes de restaurantes que utilizan programas de paquetes (SPSS y AMOS). Como resultado del análisis factorial explicativo, se determinaron 4 dimensiones de calidad de servicio en restaurantes (tangibles, garantía, confiabilidad, empatía), y luego se realizaron análisis factoriales confirmatorios de segundo orden, un modelo de medición y análisis de ruta. Según los resultados del análisis, se determinó que las dimensiones de calidad de servicio de los restaurantes tienen efectos en la satisfacción y en eWOM. Además, se ha encontrado que la atmósfera del restaurante tiene un efecto moderador sobre el efecto de las dimensiones de calidad del servicio en eWOM en los restaurantes.

Unpacking the influence of flight booking website to e-loyalty: empirical evidence from South East Asian Millennials

Abstract This study aims to understand how Southeast Asian Millennials become loyal to a flight booking website, using the results of an online survey and a E-loyalty model, and structural equation modeling. The findings show that good utilitarian features of website can significantly increase brand equity and positive online experience (flow) of website users while good hedonic features of website can significantly increase positive online experience and trust of website users. Brand equity, positive online experience and trust have a direct and significant effect on e-loyalty. When the brand equity of website, positive online experience and trust of website users are higher, the e-loyalty of millennial customers towards the website is higher. The effect of utilitarian features on trust and hedonic features on brand equity are found to be insignificant. Nevertheless, all the other hypotheses are accepted. This study has successfully expanded Bilgihan’s E-loyalty model application to a different product (flight booking websites) and geographical location (Southeast Asia), proving its generalizability.

Resumo Este estudo visa entender como os Millennials do sudeste asiático se fidelizam a um site de reservas de voos, usando os resultados de uma pesquisa online e um modelo de lealdade eletrónica e modelagem de equações estruturais. Os resultados mostram que boas características utilitárias do site podem aumentar significativamente o valor da marca e a experiência online dos utilizadores, enquanto as características hedónicas do site podem aumentar significativamente a experiência online e a confiança dos utilizadores. O valor da marca, a experiência online e a confiança têm um efeito direto e significativo na lealdade eletrónica. Quando o valor da marca, a experiência online e a confiança dos utilizadores são mais elevados, a lealdade eletrónica dos clientes Millennials é maior. O efeito das características utilitárias na confiança e das características hedónicas no valor da marca é insignificante. No entanto, todas as outras hipóteses são aceites. Este estudo expandiu com sucesso a aplicação do modelo de lealdade online de Bilgihan para um produto diferente (sites de reserva de voos) e localização geográfica (sudeste da Ásia), comprovando a sua generalização.