توسعه و اعتبارسنجی مقیاس ارزش مشارکت مشتری در صنعت گردشگری
الموضوعات : Journal of Business Analysis
1 - فارغ التحصیل دکترای مدیریت بازرگانی/ دانشکده مدیریت دانشگاه آزاد واحد تبریز/ تبریز. ایران
الکلمات المفتاحية: مشارکت مشتری, ارزش مشارکت, تجربه مشتری, صنعت گردشگری,
ملخص المقالة :
هدف : این مطالعه با هدف توسعه و اعتبارسنجی مقیاس ارزش مشارکت مشتری در صنعت گردشگری با استفاده از روش فرا ترکیب انجام شد.
روش‌شناسی : در مرحله اول، با استفاده از روش فراترکیب، مطالعات انجام‌شده طی سال‌های 2000 تا 2025 بررسی و ارزش‌های حاصل از تعامل گردشگران شناسایی شد. در مرحله دوم، پرسشنامه‌ای بر اساس مرور ادبیات مرتبط تهیه و در اختیار برخی از اساتید دانشگاه و محققان بازاریابی و گردشگری قرار گرفت. پس از اعمال نظرات و اصلاحات لازم، پرسشنامه‌ها بین 440 گردشگر که در 5 سال گذشته به مالزی، امارات متحده عربی، آذربایجان و ترکیه سفر کرده بودند، توزیع شد. سپس مدل با استفاده از نرم‌افزارهای AMOS24 و SPSS24 اعتبارسنجی شد.
یافته‌ها : نتایج تحلیل عاملی تأییدی، برازش مدل 5 عاملی را تأیید کرد. بر این اساس پرسشنامه تحقیق می‌تواند مقیاس مناسبی برای سنجش ارزش تعامل گردشگر باشد.
نتیجه‌گیری : پیامدهای تعامل گردشگر در قالب پنج ارزش شامل تصویر ذهنی، اقتصادی، دانش، طول عمر و نفوذ گردشگر شناسایی شد.
نوآوری : استفاده از روش ترکیبی برای شناسایی پیامدهای تعامل گردشگر و معرفی مقیاسی مناسب برای ارزش تعامل گردشگر از جمله نوآوری‌های این مطالعه است.
کلمات کلیدی : مشارکت مشتری، ارزش مشارکت، تجربه مشتری، صنعت گردشگری
المصادر:
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2. Ahn, J., & Back, K. J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152.
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1. Abubakar, B., & Mavondo, F. (2014). Tourism destinations: Antecedents to customer satisfaction and positive word-of-mouth. Journal of Hospitality Marketing & Management, 23(8), 833–864. doi:10.1080/19368623.2013.796865 66 G. PRAYAG ET AL.
2. Ahn, J., & Back, K. J. (2018). Antecedents and consequences of customer brand engagement in integrated resorts. International Journal of Hospitality Management, 75, 144-152.
3. Alam Tabriz, A., Azimi, M., & Najafi, S.E. (2017). Modeling in improving organizational relationships with customers. Journal of strategic management studies, vol. 8 issue: 30, pp.91. (In Persian)
4. Ali, F., Amin, M., & Cobanoglu, C. (2016). An integrated model of service experience, emotions, satisfaction, and price acceptance: An empirical analysis in the Chinese hospitality industry. Journal of Hospitality Marketing & Management, 25(4), 449–475. doi:10.1080/19368623.2015.1019172
5. Alves, H., Ferreira, J., & Fernandes, C.I. (2016). Customer’s operant resources effects on co-creation activities. Journal of Innovation & Knowledge, 8(2), 41.
6. Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53–66. doi:10.2307/1252310
7. Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, 102742.
8. Bahri-Ammari, N., Van Niekerk, M., Ben Khelil, H., & Chtioui, J. (2016). The effects of brand attachment on behavioral loyalty in the luxury restaurant sector. International Journal of Contemporary Hospitality Management, 28(3), 559–585. doi:10.1108/IJCHM-10-2014-0508
9. Benkenstein, M., Yavas, U., & Forberger, D. (2003). Emotional and cognitive antecedents of customer satisfaction in leisure services: The case of the Rostock Zoo. Journal of Hospitality & Leisure Marketing, 10(3–4), 173–184. doi:10.1300/J150v10n03_11
10. Bose, K. & Bansel, H. (2002). Regain Management: issue and strategies in J. Sheth, A. Parvatiyar & G, Shainesh (eds), customer relationship management: emerging concepts, tools and application.
11. Caber, M., & Albayrak, T. (2014). Does the importance of hotel attributes differ for senior tourists? A comparison of three markets. International Journal of Contemporary Hospitality Management, 26(4), 610–628. doi:10.1108/IJCHM-02-2013-0103
12. Cao, Y., Li, X. R., DiPietro, R., & So, K. K. F. (2018). The creation of memorable dining experiences: formative index construction. International Journal of Hospitality Management, Article in press.
13. Cetin, G., Orban, A., & Kaya, F. (2014). Components of experiential value: Case of hospitality industry. Social and Behavioral Sciences, Vol.I SO (1040- 1049).
14. Chang, S. (2018). Experience economy in hospitality and tourism: Gain and loss values for service and experience. Tourism Management, 64, 55-63.
15. Chen, CF, & Chen, FS (2010). Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists. Tourism Management, 31 (1), 29–35.
16. Chen, P. T., & Hu, H. H. (2010). How determinant attributes of service quality influence customer perceived value: An empirical investigation of the Australian coffee outlet industry. International Journal of Contemporary Hospitality Management, 22(4), 535–551. doi:10.1108/09596111011042730
17. Clemes, M. D., Gan, C., & Ren, M. (2011). Synthesizing the effects of service quality, value, and customer satisfaction on behavioral intentions in the motel industry: An empirical analysis. Journal of Hospitality & Tourism Research, 35(4), 530–568. doi:10.1177/1096348010382239
18. Cox C, Burgess S, Sellitto C, et al. (2009) the role of user-generated content in tourists’ travel planning behavior. Journal of Hospitality Marketing and Management 18(8): 743–764.
19. Ellegaard, C., Medlin, C.J., & Geersbro, J. (2014). Value appropriation in business exchange – literature review and future research opportunities. Journal of Business & Industrial Marketing, Vol. 29 Issue: 3, pp.185-198, https://doi.org/10.1108/JBIM-03-2012-0039.
20. González-Mansilla, Ó., Berenguer-Contrí, G., Serra-Cantallops, A.(2019). The impact of value co-creation on hotel brand equity and customer satisfaction, Tourism Management 75, pp. 51-65
21. Grönroos, C., Strandvik, T., & Heinonen, K. (2015). Value co-creation: Critical reflections. The Nordic School, 69.
22. Hao, A. (2020). The landscape of customer engagement in hospitality and tourism: A systematic review. International Journal of Contemporary Hospitality Management, 32(6), 2203–2223. https://doi.org/10.1108/IJCHM-03-2020-0234
23. Hur, W. M., Lim, H. W., & Lyu, J. (2022). Perceived co-creation value in tourism service settings: Development and validation of a new scale. Frontiers in Psychology, 13, 847163. https://doi.org/10.3389/fpsyg.2022.847163
24. Keng, Ch. J., Tran, V.D., & Thi, T.M. (2013). Relationships among Bra Experience, Brand Personality, and Customer Experiential Valu Contemporary Management Research, Vol. 9, No. 3 (247-262).
25. Khairani, D., & Fachira, I. (2022). The influence of cognitive and emotional engagement on digital content marketing in the tourism industry. Journal of Tourism, Leisure and Hospitality, 4(1), 12–24. https://doi.org/10.21512/jtlh.v4i1.8269
26. Kirillova, K., Fu, X., Lehto, X., & Cai, L. (2014). What makes a destination beautiful? Dimensions of tourist aesthetic judgment. Tourism Management, 42, 282-293.
27. Komsuoğlu, A., & Çevirgen, A. (2022). Online customer engagement in the hospitality industry: A mixed method research. DETUROPE – The Central European Journal of Regional Development and Tourism, 14(3), 30–45. https://doi.org/10.32725/det.2022.020
28. Krisjanous, J. and Maude, R. (2014), “Customer value co-creation within partnership models of health care: an examination of the New Zealand Midwifery Partnership Model”, Australasian Marketing Journal, Vol. 22, pp. 230–237.
29. Kumar Jitender, Kumar Nayak Jogendra (2019). Exploring destination psychological ownership among tourists: Antecedents and outcomes. Journal of Hospitality and Tourism Management 39, pp. 30-39
30. Kumar, A., Panda, T. K., & Prakash, G. (2023). Precedence analysis of customer engagement dimensions for tourism destinations: An evidence-based modeling using RIDIT-GRA. Journal of Hospitality and Tourism Insights, 6(2), 375–396. https://doi.org/10.1108/JHTI-05-2022-0154
31. Kumar, V., & Reinartz, W. (2016). Creating Enduring Customer Value. June 2016Journal of Marketing 80(6),DOI:10.1509/JM.15.0414
32. Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010). Undervalued or overvalued customers: Capturing total customer engagement value. Journal of Service Research, 13(3), 297–310.
33. Lai, I. K. (2015). The roles of value, satisfaction, and commitment in the effect of service quality on customer loyalty in Hong Kong–Style tea restaurants. Cornell Hospitality Quarterly, 56(1), 118– 138. doi:10.1177/1938965514556149
34. Lajevardi.M., Danaei.A, Zargar.SM., Heydariyeh.SA (1398), Transcendental Framework of Value Creation Process, Strategic Management Studies, No. 37, Spring 1398, pp. 123-83
35. Lee, T. H. (2013). Influence analysis of community resident support for sustainable tourism development. Tourism Management, 34, 37-46.
36. Li, Y.-Q., Liu, C.-H.(2020). Impact of cultural contact on satisfaction and attachment: mediating roles of creative experiences and cultural memoriesJournal of Hospitality Marketing and Management 29(2), pp. 221-245
37. Liu, Xin Zhao, & Baowen, S. (2018). Value co-creation mechanisms of enterprises and users under crowdsource-based open innovation. International Journal of Crowd Science, Vol. 2 Issue: 1, pp.2-17, https://doi.org/10.1108/IJCS-01-2018-0001
38. Liu, Y., van Marrewijk, A., Houwing, E. J., & Hertogh, M. (2019). The co-creation of values-in-use at the front end of infrastructure development programs. International Journal of Project Management. 37(5), 684-695.
39. Liu, Y., van Marrewijk, A., Houwing, E. J., & Hertogh, M. (2021). The co-creation of values-in-use at the front end of tourism development programs. International Journal of Project Management, 39(4), 462–474. https://doi.org/10.1016/j.ijproman.2021.02.002
40. Martinsuo, M., & Hoverfält, P. (2018). Change program management: Toward a capability for managing value-oriented, integrated multi-project change in its context. International Journal of Project Management, 36(1), 134-146.
41. Meleddu, M., Paci, R., & Pulina, M. (2015). Repeated behaviour and destination loyalty. Tourism Management, 50, 159-171.
42. Pansari, A. & Kumar, V. (2018). Customer Engagement Marketing. In: Palmatier R., Kumar V.Harmeling C. (eds) Customer Engagement Marketing, Palgrave Macmillan, Cham.
43. Prahalad, C. K. & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. J. Interact. Mark, 18(3), 5–14.
44. Prebensen, N. K., Chen, J. S., & Uysal, M. (Eds.). (2018). Creating experience value in tourism. Cabi. Proceedings of the Academy of Marketing Science. Springer, Champp
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