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Liang (Rebecca) Tang,Aikaterini Manthiou,Alastair Morrison,JungYoung Shin,Lanlung Chiang 한국관광학회 2012 International Journal of Tourism Sciences Vol.12 No.1
This study proposes a holistic approach to investigate activity preference patterns of international tourist market in Shanghai, China. The authors establish a second-order factor model of activity preference represented by activity segments. The second-order model is further compared across business and leisure tourist groups. The results indicate that the pattern of the second-order model across business and leisure tourist groups to Shanghai is consistent. The tourists in both groups show the highest interests in seeing local life, followed by entertainment, special tourism, and traditional attractions. This study leads to a more efficient allocation of resources in destination development and provides guidance regarding promotional strategies.
EXPANDING UNDERSTANDING OF CUSTOMER ENGAGEMENT: A SUBTLE CO-CREATION PROCESS AT RESTAURANTS
Eojina Kim,Liang (Rebecca) Tang 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Value co-creation has become an emerging venue of the customer engagement research. The purpose of the study is to investigate a model that represents the process (behavior and value) and consequence (satisfaction) of customer co-creation in the restaurant context. Specifically, with the theoretical support of service-dominant logic, the present study explores customer co-creation behavior as a key predictor of co-created value, which in turn leads to customer satisfaction. The results of the study confirm that customer value cocreation is a subtle process by examining the relationship between customer co-creation behavior at the “co-production” stage and co-created value at the “co-creation of value” stage. The findings of the study contribute to the evolving knowledge of customer cocreation of value, and offer practitioners in the hospitality and tourism industry effective marketing strategies based on re-examining customer relationships and engagement, thereby maximizing customer value.
Lanlung Chiang,Aikaterini Manthiou,Liang (Rebecca) Tang,JungYoung Shin,Alastair Morrison 한국관광학회 2012 International Journal of Tourism Sciences Vol.12 No.3
This study aimed to investigate the relationships between the age groups of international tourists and the information sources they prefer on the island of Fiji. The study used correspondence analysis to achieve its goals. The results showed that the 18-29 age group was more likely to obtain tourism information from travel guidebooks and friends/relatives. The 30-49 age group preferred to seek travel information on websites. Older adults, 50-64 and over, primarily relied on travel agencies and tour operators. This study helps tourism industry practitioners in Fiji understand more accurately how international tourists plan their trips and how to better-predict these tourists’ behavior. It further suggests some marketing strategies to effectively communicate with existing and potential tourists.
Online advertisement strategies in tourism industry:A reactance theory perspective
김재욱,Lanlung (Luke) Chiang,Liang (Rebecca) Tang 한국관광연구학회 2018 관광연구저널 Vol.32 No.10
Online advertising has become a popular promotional channel that enables companies to effectively communicate with consumers. However, consumers may generate reactance toward online advertising, particularly with the consideration of the unique characteristics of tourism products and services. However, limited studies have investigated the topic in-depth from a theoretical perspective. Reactance theory is a foundational psychology framework which depicts human behavior to regenerate control of a circumstance corresponding a perceived loss of freedom and perceived threat in an external setting. The purpose of the present study was to apply reactance theory to investigate the relationship between consumers’ reactance (dominance) and its antecedents (perceived threat and perceived control) and consequences (decision confidence, consumer satisfaction, and intention). A web-based survey was distributed to 2790 respondents and the conceptual model was tested with Structural Equation Modeling. The results indicated that consumers’ dominance of online advertising could be gained by reducing perceived threat and enhancing perceived control. Perceived threat negatively influences perceived control. Dominance positively influences both decision confidence and consumer satisfaction, which both in turn lead to intention. Decision confidence also positively impacts consumer satisfaction. The present research is anticipated to enrich the research body of reactance theory by examining it in a new context. The findings can also assist marketers to provide strategies for online advertising design and better predict consumers’ behavior.
Aikaterini Manthiou,Kafia Ayiadi,Seonjeong (Ally) Lee,Liang (Rebecca) Tang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5
We aimed to extend the Stimulus-Organism-Response framework. Atmospherics and staff service were evaluated as stimulus impacting attendees’ social/self concept and memory (organism), and further leading to behavioral intention (response). Memory is not only an effective predictor of behavioral intention but also mediates the social/self concept value and behaviors.
Aikaterini Manthiou,Kafia Ayiadi,Seonjeong (Ally) Lee,Liang (Rebecca) Tang 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
We aimed to extend the Stimulus–Organism–Response framework. Atmospherics and staff service were evaluated as stimulus impacting attendees’ social/self concept and memory (organism), and further leading to behavioral intention (response). Memory is not only an effective predictor of behavioral intention but also mediates the social/self concept value and behaviors.