Understanding destination brand love using machine learning and content analysis method

Seyyedamiri, Nader; Pour, Ali Hamedanian; Zaeri, Ehsan; Nazarian, Alireza

doi:10.1080/13683500.2021.1924634

Cited by 12 publications

(8 citation statements)

References 42 publications

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“…Content analysis began to use computer assistance as early as the 1960s (Tausczik & Pennebaker, 2010;Pollach, 2012), which was defined as systematic and detailed analysis of different types of data to identify latent meanings, themes, and assumptions (Seyyedamiri et al, 2021). In social sciences, the content analysis produced a valid and reliable measurement of the frequency (and, sometimes, intensity) with which a concept occurred (Budak et al, 2021).…”

Section: Content Analysis Methods Less Discussedmentioning

confidence: 99%

Comparison Reviews on E-commerce Research Methods: Suggestions for Post-COVID-19

Zhang

Tian

2022

GES

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This research aimed to understand the differences in research methods adopted between Chinese and international e-commerce research and provided suggestions and recommendations for further research agenda in e-commerce post-COVID-19. This research studied 4,425 Chinese publications between 2015 and 2019 compared to international reviews in e-commerce research. Twelve findings were discussed: 1) Most of China's e-commerce publications (80.24%) did not state any research method. 2) Mixed methods have been well-adopted in China's e-commence research (35.05%), including quantitative-mixed, qualitative-mixed, and quantitative-qualitative mixed methods. They were highly adopted compared to other studies. 3) Survey methods (27.97%) were predominantly single research - purely quantitative method in Chinese research, but they were still behind international research. 4) Case studies (14.05%) were adopted as the second single method in Chinese research. This finding was significantly different from international views. 5) There were different views on whether laboratory experiments should be considered a research method. 6) Document and text analysis methods were reported by Chinese scholars (6.48%), but less and even not be reported internationally. 7) The focus group method was less adopted internationally. 8) The content analysis method (0.84%) was less adopted in Chinese research and was not reported by international scholars. 9) The observation method (0.6%) was less adopted in Chinese research but more adopted in Ain et al. (2019) (2%). Other international studies reported no studies. 10) Interviews (0.36%) were least adopted in Chinese research but highly reported by international scholars. 11) Field study, secondary, and Delphi methods were only adopted in international research, and 12) The correlational research method was not reported in e-commerce research. The main contributions of this study could be stated: Being valuable for researchers interested in Chinese e-commerce research; Adding research value for comparing reviews in e-commerce research methods.

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Section: Content Analysis Methods Less Discussedmentioning

confidence: 99%

Comparison Reviews on E-commerce Research Methods: Suggestions for Post-COVID-19

Zhang

Tian

2022

GES

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“…Therefore, historical and cultural features have become core elements to build WHSs’ brand. Visitors’ online reviews reflect their focus on architecture, historical sites, traditions and shrine places of historical destinations (Seyyedamiri et al , 2022). Similarly, national parks possess unique geographical boundaries and regional characteristics, and social media has become an important way to understand place meaning (Marcotte and Stokowski, 2021), visitors’ connectedness (Zhang et al , 2023), characteristics (Kong et al , 2023) and visitor activities (Huang, 2023).…”

Section: Research Backgroundmentioning

confidence: 99%

Understanding the world heritage sites’ brand diffusion and formation via social media: a mixed-method study

Wang

Liu

SUN

et al. 2023

IJCHM

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Purpose Building on social media and destination brand-related literature, this study aims to explore World Heritage Sites’ (WHSs) brand diffusion and formation process from long-term and short-term perspectives, which includes brand diffusion, user-generated content (UGC), opinion leaders and brand events’ impact. Design/methodology/approach This study uses a mixed-method including text mining, keyword analysis and social network analysis to explore the brand formation process of four popular WHSs in Beijing, namely, the Palace Museum, Great Wall, Summer Palace and Temple of Heaven and more than 10,000,000 users’ data on Sina Weibo has been implemented to uncover the underlying social media branding mechanism. Findings The results show that the number of postings keeps in a stable range in most months, but, in general, there are no common rules for changing trends among the four WHSs; long-term high-frequency keywords related to history and culture account for a higher percentage; different kinds of accounts have varying impacts on information diffusion, in which media accounts lead to a bigger influence. However, more followers do not necessarily mean more interactions and most of the interaction ratio is much lower than 0.01000; brand events facilitate brand dissemination and have an impact on the creation of UGC. Practical implications This study is valuable for destination marketers to deeper understand brand diffusion and formation and provides valuable insights for developing effective destination marketing strategies. Originality/value Unlike previous studies that only concern a few parts of destination brand formation via social media (e.g. brand diffusion, brand events or opinion leaders’ impact), this study takes a more comprehensive perspective by systematically analyzing the brand formation process of WHSs on social media. By considering both long-term diffusion and short-term representative events, this study provides a more holistic understanding of the branding mechanism.

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“…Swanson (2017) identified three categories of destination brand love: friendship, affection, and romantic. Filieri et al (2021) and Seyyedamiri et al (2022) studied destination brand love using social media postings and found that destination attributes are critical for tourists to build destination brand love. Amaro et al (2020) found that student exchange program experience and destination image have positive effects on destination brand love, which in turn leads to word-of-mouth, recommendation, and revisit intention.…”

Section: Destination Brand Lovementioning

confidence: 99%

Good Match, Deep Love: Three Studies Examining the Celebrity Endorsement’s Influence on Destination Brand Love

Zhang

2023

Journal of Travel Research

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Destination brand love plays an important role in contributing to the competitive advantage of a destination. Based on the meaning transfer theory, match-up hypothesis, schema theory, etc., this study proposed a hierarchical model that examines the effects of three pairs of congruences among “celebrity,” “destination brand,” and “tourist” on destination brand love. A triangulation-based research design, taking Hong Kong, Shanghai, and New Zealand as focal destination brands, was used to collect data to test the hypotheses. The results showed that tourist/destination congruence and destination brand trust sequentially mediate the influence of celebrity/destination congruence and celebrity/tourist congruence on destination brand love. Tourist/destination congruence, attitude toward the ad, and attitude toward the destination sequentially mediate the influence of celebrity/destination congruence and celebrity/tourist congruence on destination brand love.

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Understanding destination brand love using machine learning and content analysis method

Cited by 12 publications

References 42 publications

Comparison Reviews on E-commerce Research Methods: Suggestions for Post-COVID-19

Comparison Reviews on E-commerce Research Methods: Suggestions for Post-COVID-19

Understanding the world heritage sites’ brand diffusion and formation via social media: a mixed-method study

Good Match, Deep Love: Three Studies Examining the Celebrity Endorsement’s Influence on Destination Brand Love

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