http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : Vittoria Marino (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
Giada Mainolfi,Letizia Lo Presti,Vittoria Marino 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11
Blogging has become a global phenomenon thanks to the persuasive role gained by a number of bloggers who have reached a high level of recognition and trust to the point of becoming key opinion leaders. Travel is included among the most relevant topics together with fashion and food (Websitehub, 2019). Millions of individuals have joined travel blogs to search for information and also to share their travel experiences online. A tourism product can be included among “experience goods” meaning that it is the result of a bundle of services and experiences, which are hard to evaluate before the purchase. Thus, the suggestions from other travellers who have already experienced a specific tourist destination and are able to tell the experience in a sincere and trustworthy way will become – with a high probability – the preferred source of pre-purchase information and also the most influential in travel decision making (Crotts, 1999). Therefore, travel blogging is definitely become a part of the tourist production and consumption process (Bosangit et al., 2012). However, the proliferation and diversity of blogs together with the absence of a real expertise raise the question about the role exerted by the blogger credibility on behavioural intentions of the readers. However, despite the fact that travel blogs and bloggers are gaining popularity in the blogosphere, also attracting the attention of marketing scholars (Metz, 2016; Cosenza et al., 2014), the literature review has highlighted some scientific gaps regarding the role of credibility and engagement within the blog in terms of traveller behaviour consequences. Such gaps call for further research. Starting from the above considerations, the study aims at contributing to the current knowledge on blogger credibility in terms of the potential impacts exerted by thetravel blog on behavioural consequences from interactions between credibility, motivations and engagement on post-reading travel intentions and e-WOM.
연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
