Effect of social media sharing on destination brand awareness and destination quality

Dedeoğlu, Bekir Bora; Niekerk, Mathilda van; Küçükergi̇n, Kemal Gürkan; Martino, Marcella De; Okumuş, Fevzi

doi:10.1177/1356766719858644

Cited by 78 publications

(89 citation statements)

References 125 publications

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“…There are two types of Instagram content, namely content for Instagram feed and Instagram story (Helianthusonfri, 2019). Consumers can be influenced by social media content, especially when comparing brands to the target and making final purchase decisions (Dedeoğlu, van Niekerk, Küçükergin, De Martino, & Okumuş, 2020). This statement is in line with the prior research carried out by Retnowati Indrianingsih, and Honggowibowo (2019) who said that content selection as an Instagram marketing strategy is truly effective where the audience response to the content is quite positive.…”

Section: Instagram As Social Media Marketingsupporting

confidence: 74%

Digital Marketing: Engaging Consumers With Smart Digital Marketing Content

Umami

Darma

2021

jmk

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The accelerated development of digital technology is currently affected by several factors such as the use of internet technology, the development of smartphones, the emergence of various social media, the development of e-commerce and the large number of people who actively use the internet. This study aimed to find a suitable marketing strategy for promoting food products by observing the development of digital marketing, especially today’s social media marketing. Bali was well known as one of the destinations visited by local and International tourists. One restaurant located in Kuta called Maisyaroh, in spite of the advancement of digital technology, had not optimized the use of the technology well. Whereas, it actually could affect the competitive advantages. In addition, a qualitative descriptive approach was used in this research, while the data collection techniques were carried out through observation, in-depth interviews by using Zoom Meeting and documentation. The results stated that promotion using Instagram (IG) endorsement and paid promote could increase brand awareness and buying interest.

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Section: Instagram As Social Media Marketingsupporting

confidence: 74%

Digital Marketing: Engaging Consumers With Smart Digital Marketing Content

Umami

Darma

2021

jmk

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“…Competition among tourism destinations to attract tourists has been growing over the last decade (Dedeo glu et al, 2020;Mariani et al, 2021;Soltani et al, 2021). Given this, destination management organizations (DMOs) are increasingly investing in ways of predicting tourists' expectations to enhance their visiting intention (Back et al, 2020;Dedeo glu et al, 2019;Mariani et al, 2014) by focusing on unique culinary products.…”

Section: Introductionmentioning

confidence: 99%

The impact of COVID-19 on destination visit intention and local food consumption

Dedeoğlu

Mariani

Shi

et al. 2022

BFJ

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PurposeThis paper aims to investigate the relationships between motivation and intention to consume local food and between intention to consume local food and intention to visit the destination of that food's origin while examining the moderating effect of risk perception associated with coronavirus disease 2019 (COVID-19).Design/methodology/approachData were collected from two samples of potential Chinese tourists in the contexts of Italian and Thai food. Data obtained from 264 Chinese respondents for Italian food and 277 Chinese respondents for Thai food were analyzed. Partial least squares structural equation modeling was utilized to test the research model.FindingsThe results indicate that, while motivational factors such as cultural experience, novelty and sensory appeal influence potential Chinese tourists' intention to consume Italian food, motivational factors such as cultural experience, health concern, novelty and sensory appeal influence tourists' intention to consume Thai food. The authors found that intention to consume local food positively influences tourists' intention to visit both destinations (Italy and Thailand). Moreover, tourists' risk perceptions of COVID-19 negatively moderate the effect of cultural experience and novelty on the intention to consume Italian food. Regarding the intention to consume Thai food, the authors found that tourists' risk perceptions have a diminishing effect on all motivational factors.Originality/valueThis pioneering study examines the role of COVID-19-related risk perception on the relationships among motivation of local food consumption, intention of local food consumption and destination visit intention in the context of two destination countries. It reveals cross-country differences of the negative effect pertaining to the risk perceptions of COVID-19, which has important implications for international destination marketing.

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“…Following the incorporation of social networks and the extension of tourism contracting by platforms and other e-commerce systems, aspects of brand quality, WoM, and e-WoM are extended [26][27][28][29][30]. This is demonstrated by the effects of social media, through the usage at the cognitive level and how affective images [31], brand quality, and customer value determine WoM and e-WoM [32], promoting tourist engagement and sharing intentions to visit the destination in the interactive eReferral platform, which also results in eReferral sharing behavior.…”

Section: Quality Of Service and Wom Models In Tourismmentioning

confidence: 99%

“…The characteristics of Chinese tourists in 2019, according to COTRI [43], were urban and upper-middle class, although those who came to Europe were of the highest class; of an intermediate age (25)(26)(27)(28)(29)(30)(31)(32)(33)(34)(35)(36)(37)(38)(39)(40)(41)(42)(43)(44); carried out 90% of their travel in Asia; mainly engaged in tourism activities involving cultural activities, shopping, and urban activities, and traveled on a different tourist calendar from the European one.…”

Section: Contextual Analysis: Spain's Position In Chinese Outbound Tourismmentioning

confidence: 99%

Sentiment Analysis to Measure Quality and Build Sustainability in Tourism Destinations

et al. 2021

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The models used for analyzing and measuring quality in tourist destinations are changing with the incorporation of new techniques derived from data science and artificial intelligence. Recent studies show how social media and e-word of mouth (e-WoM) are playing key roles in the perception and image diffusion of tourist destinations. Thus, it is necessary to look for new methods for analyzing the tourist management and attractiveness of tourist spots. This includes conducting a sentiment analysis of tourists that modifies former research methods based on previously proposed model, supported by a survey, which obtained predefined and incomplete results. This study analyzed the quality of tourism in Spain, a major tourist destination that is considered to be the country with the greatest tourist competitiveness according to the World Economic Forum, and in China, the country with the greatest level of development and potential. A sentiment analysis was carried out to measure the quality of tourist destinations in Spain, and this involved three challenges: (1) the analysis of the sentiments of Chinese tourists obtained from e-WoM; (2) the use of new models to measure the quality of a destination based on information from Chinese social networks, and (3) the use of the latest artificial intelligence analytical technologies. Our findings demonstrate how sentiment analysis can be a determining factor in measuring WoM and identifying areas of development in tourist destinations in order to build a more sustainable destination. The results includes the following aspects: (1) the use of real images with more empirical evidence, (2) the use of impressive and disappointing sentiments, (3) a “no comment status”, (4) elimination of stereotypes, and (5) the identification of new opportunities and segments.

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Effect of social media sharing on destination brand awareness and destination quality

Cited by 78 publications

References 125 publications

Digital Marketing: Engaging Consumers With Smart Digital Marketing Content

Digital Marketing: Engaging Consumers With Smart Digital Marketing Content

The impact of COVID-19 on destination visit intention and local food consumption

Sentiment Analysis to Measure Quality and Build Sustainability in Tourism Destinations

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