Nowadays, in the technological era, social networking sites (SNSs) have the capacity to influence, through electronic word‐of‐mouth (eWOM), consumers' attitudes towards brands and companies. Consequently, eWOM via SNSs has become an important marketing communication tool for facilitating consumer interaction, acquiring new customers, and enhancing customer loyalty. However, despite the extensive research conducted to identify and depict the antecedents of eWOM, the prediction of whether and to what extent brand‐related content will be shared on SNSs, based on consumers' personality traits, is still an area of marketing that needs further research. Grounded in the trait theory of personality, the current study's objective is to analyze the impact of SNS users' materialism, narcissism, self‐esteem, and extraversion on eWOM diffusion, both directly and indirectly, mediated by referral visit behavior and knowledge‐based validation. For this, an online survey was conducted among a sample of 301 Romanian Facebook users, data being analyzed using partial least squares structural equation modeling. Our findings reveal a high prevalence of eWOM among SNS users, more than one‐third of the investigated sample having a tendency to pass along information about products and brands in SNSs. The results show that eWOM diffusion in SNSs is positively predicted (directly and indirectly) by users' materialism, extraversion, and narcissism, while the total effect of self‐esteem on eWOM diffusion is insignificant. The research provides useful insights for online marketers, concerning psychographic segmentation and social media communication, as well as for SNS developers, with regard to improving the segmentation and targeting tools offered to online marketers.
Purpose Big data and analytics are being increasingly used by tourism and hospitality organisations (THOs) to provide insights and to inform critical business decisions. Particularly in times of crisis and uncertainty data analytics supports THOs to acquire the knowledge needed to ensure business continuity and the rebuild of tourism and hospitality sectors. Despite being recognised as an important source of value creation, big data and digital technologies raise ethical, privacy and security concerns. This paper aims to suggest a framework for ethical data management in tourism and hospitality designed to facilitate and promote effective data governance practices. Design/methodology/approach The paper adopts an organisational and stakeholder perspective through a scoping review of the literature to provide an overview of an under-researched topic and to guide further research in data ethics and data governance. Findings The proposed framework integrates an ethical-based approach which expands beyond mere compliance with privacy and protection laws, to include other critical facets regarding privacy and ethics, an equitable exchange of travellers’ data and THOs ability to demonstrate a social license to operate by building trusting relationships with stakeholders. Originality/value This study represents one of the first studies to consider the development of an ethical data framework for THOs, as a platform for further refinements in future conceptual and empirical research of such data governance frameworks. It contributes to the advancement of the body of knowledge in data ethics and data governance in tourism and hospitality and other industries and it is also beneficial to practitioners, as organisations may use it as a guide in data governance practices.
The purpose of the current study was to comparatively estimate, for generation X and generation Y, the impact of corporate environmental and social responsibility on customer loyalty, via customer–company identification and customer satisfaction as mediators. For this, a survey was conducted among a sample of telecom customers, comprising 445 members of generation X, and 601 of generation Y. Data were analyzed using partial least squares structural equation modeling and multigroup analysis. Results revealed that the impact of corporate environmental responsibility on customer loyalty is significantly higher within generation Y, while the social facet of corporate responsibility is more relevant for customers from generation X. The current study contributes to the literature by developing and testing, within multiple generational groups, a theoretical model which outlines the links between environmental and social responsibility and customer outcomes. As these relationships have been scarcely analyzed in the context of age cohort membership as a moderator, our study fills an important literature gap, emphasizing significant differences between generations X and Y. The findings have relevant implications for the effective communication of corporate environmental and social responsibility activities, providing important insights on how messages and communication channels should be adapted to generations X and Y as target audiences.
Purpose According to the United Nations World Tourism Organisation, sustainable tourism is a form of tourism that meets the needs of present tourists and host regions while protecting and enhancing the opportunity for the future. It is an industry that aims at having a low impact upon the environment and local culture, generating income and employment, and ensuring the conservation of local ecosystems. The aim of this paper is to examine the ways in which the development and promotion of a new tourism product based on unique rural heritage and traditions contribute to the development of sustainable tourism strategies in Romania. Design/methodology/approach This paper includes a literature review on the topic of sustainable tourism in post-conflict destinations and provides arguments for the adoption and development of sustainable tourism. Using a case study methodological approach, this paper provides an example of a sustainable tourism destination from the Central development region of Romania (Alba County, Transylvania) to depict specific sustainable tourism practices and their impact on the place, in a post-communist and post-conflict context. The study uses a comprehensive desk-research based on secondary data from key industry and academic sources. Findings The research findings show that rural tourism can greatly support the (re)development of post-conflict destinations, and it makes a significant contribution to the sustainable development of the Romanian tourism industry, in general, and rural economies in particular, as shown in the case examined in this paper. Practical implications This paper illustrates that fostering the unique rural heritage and traditions of a post-conflict destination can contribute to the revival and sustainable development of the place. Sustainable tourism practices contribute not only financially to a destination but also to its social infrastructures, jobs, nature conservation, adoption of new working practices and the revitalisation of passive and poor rural areas. Originality/value This paper examines and depicts rural tourism development as an innovative and sustainable strategy for Romania, a post-conflict destination that experienced severe political and social turmoil during the communist regime, and ethnic conflicts and violent events in the 1990s. The research findings may be applicable to other geographic regions and post-conflict destinations with similar contexts.
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