Mối quan hệ giữa trải nghiệm thương hiệu điểm đến trực tuyến và sự tin cậy thương hiệu đến ý định của du khách hướng tới điểm đến du lịch tại các tỉnh Duyên hải Nam Trung Bộ Việt Nam=The relationship between online destination brand experience and brand credibility tourists’ intention towards tourist destination in the South Central Coast of Vietnam

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Ngôn ngữ: vie

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Thông tin xuất bản: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 2024

Mô tả vật lý: tr.49-64

Bộ sưu tập: Metadata

ID: 481353

Thêm vào giỏ

Thói quen sử dụng các nền tảng trực tuyến để tìm kiếm thông tin nhằm chuẩn bị cho chuyến du lịch sắp đến của du khách là rất phổ biến vì vậy nếu hiểu rõ sự trải nghiệm thương hiệu và sự tin cậy thương hiệu điểm đến trực tuyến sẽ hữu ích trong việc triển khai các hoạt động marketing điểm đến trực tuyến. Nghiên cứu này đã phân tích mối quan hệ và ảnh hưởng của chúng đến ý định của du khách hướng tới điểm đến của các tỉnh duyên hải Nam Trung Bộ Việt Nam. Bài viết này làm rõ vấn đề trên bằng cách khảo sát 325 người dùng Website, Facebook, TikTok và YouTube về các địa danh của duyên hải Nam Trung Bộ ở các nền tảng trực tuyến này, đồng thời áp dụng mô hình PLS SEM để đánh giá các mối quan hệ giữa các nhân tố trong mô hình nghiên cứu. Nghiên cứu cho thấy tác động trực tiếp và gián tiếp của trải nghiệm thương hiệu của du khách trên các nền tảng trực tuyến đối với điểm đến du lịch đến ý định của du khách hướng tới điểm đến du lịch, trong đó có vai trò trung gian của sự tin cậy thương hiệu. Từ đó bài báo này giúp hoàn thiện cơ sở lý thuyết cho nghiên cứu của Jiménez-Barreto, Rubio, Campo, và Molinillo (2020) và đưa ra hàm ý quản trị để giúp các nhà quản lý cải thiện chính sách thu hút du khách đến vùng duyên hải Nam Trung Bộ.Using online platforms to search for travel-related information is widespread among travelers. Understanding brand experience and destination brand credibility in online destinations is advantageous for implementing destination marketing on these platforms effectively. This paper will examine the relationship and influence of destination brand experience and brand credibility on visitors’ intentions (visit intention, recommendations about the destination) for several provinces along Vietnam’s South Central Coast. This article sheds light on the issue mentioned by surveying 325 Website, Facebook, TikTok, and YouTube users about South Central Coast destinations on these online platforms. In addition, the PLS SEM model is used to assess the relationships between the various factors within the research model. The results confirmed the direct and indirect influence of online destination brand experience on tourists’ intention to visit a destination, with destination brand credibility mediating. Since then, this article has contributed to completing the theoretical foundation for the study by Jiménez-Barreto, Rubio, Campo, and Molinillo (2020) and offers governance implications to assist South Central Coast managers in improving tourism policies.

1. Đọc trực tuyến

1. Đọc trực tuyến

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