Search results for " MARKETING"
showing 10 items of 1527 documents
Advances in tourism marketing research: introduction to a special issue on consumer behavior in tourism destinations
2009
PurposeThe purpose of this editorial is to introduce the reader to six articles related to consumer behavior in tourism destinations.Design/methodology/approachThe paper introduces the papers in this special issue.FindingsTourists are part of the tourism production process. They engage with supply networks and interact with destinations.Originality/valueThe paper provides an introduction to six contributions that are particularly relevant for understanding and managing the content of the interaction between the network nodes, in particular business‐to‐consumer relationships.
The communicative power of an extreme territory – the Italian island of Pantelleria and its passito wine
2018
Purpose This paper aims to examine how Pantelleria’s wineries communicate the extreme territory of Pantelleria through its passito wine and whether this may be a value added for consumers. Specifically examines which dimensions of communication are effectively used by wineries to stimulate, in wine consumers, emotions that link passito wine with the territory of Pantelleria. Design/methodology/approach All websites of wineries producing passito wine in Pantelleria were analyzed using the adaptation, goal-attainment, integration and latent pattern maintenance (AGIL) scheme for measuring communication dimensions. Findings Results suggest that wineries and stakeholders should apply territory-…
Enabling transformative value creation through online weight loss services
2020
PurposeThis study aims to understand how online weight loss services could help customers achieve a durable change. The particular focus is on exploring the roles of value co-creation and well-being outcomes in reinforcing the transformative value potential, which is argued to be realized as customers’ intentions to continue a healthier lifestyle after the service period has ended.Design/methodology/approachData was collected from the participants of an online weight loss service (n = 498), and a conceptual research model was tested using structural equation modelling.FindingsThe results imply that compliance with the guidelines and social support are two value co-creation activities that c…
The Wine Influencers: Exploring a New Communication Model of Open Innovation for Wine Producers—A Netnographic, Factor and AGIL Analysis
2020
Wine Influencers (WIs) represent a new type of independent third party endorsers that are progressively establishing themselves within social networks. This study analyzes the characteristics of the activity of WIs and the communication model used via Instagram. Netnographic Analysis, Factor Analysis and AGIL methods were applied. The results show five Key-findings within specific relationships established during discussions: advice from Wine Influencers and generalized reciprocity in relationships
Business continuity of business models : Evaluating the resilience of business models for contingencies
2019
Company business models are vulnerable to various contingencies in the business environment that may unexpectedly render their business logic ineffective. In particular, technological advancements, such as the Internet of things, big data, sharing economy and crowdsourcing, have enabled new forms of business models that can effectively and abruptly make traditional business models obsolete. By disrupting or even diminishing companies’ revenue streams, environmental contingencies may present a significant threat to business continuity (BC). Evaluating the resilience of business models against these contingencies should therefore be a core area of BC. However, existing BC approaches tend to f…
The Impact of Social Media on Consumer Buying Intention
2017
Companies throughout the world are constantly seeking new ways to reach consumers. Just a few decades ago, television and print advertising were the fundamental components of marketing strategies. In the current era, these traditional marketing streams are just a small segment of the varied approaches used to market and brand products. The increasing focus on social media shaped state of the art advertising and shifted the way companies interact with their target groups. As a result, the effective use of social media has become an essential part of creating and maintaining a competitive advantage. Subsequently, companies now place considerable value on the way in which social media can be u…
Perceived Value in Sporting Events (PVSP): A Further Step for the Strategic Management
2020
The perception of sporting events spectators is a crucial area of research in the sport management field. These studies analyze different variables, the perceived value of which has gained relevance in recent years. By providing superior value to consumers, organizations can achieve a competitive advantage and guarantee their sustainability. However, a limitation found in the literature is that most of the scales used to measure it are one-dimensional or with single items, and do not provide enough information. Therefore, this study aims to analyze the psychometric properties of the Multidimensional Scale of Perceived Value (PVSE) for the evaluation of sporting events. The questionnaire was…
Do IMC and ecological knowledge drive value co-creation? The new way to loyalty in hospitality
2021
Despite co-creation being considered a valuable strategy for incremental changes towards more sustainable activities and consumers’ declared interest, hospitality businesses still did not experience the expected level of client engagement in their service interactions. Therefore, the primary purpose of this paper is to examine the nature of value co-creation and its antecedents and consequences within the hotel industry context through the lens of sustainability. Integrated marketing communication (IMC) and ecological knowledge are examined as factors that enhance value co-creation. Satisfaction is observed as a mediator of the relationship between value co-creation and customer loyalty. A …
Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives
2014
Abstract Consumer engagement is a multidimensional concept comprising cognitive, emotional, and/or behavioral dimensions, and plays a central role in the process of developing long lasting relationships with mutual benefits for companies and their customers. In the Internet-context, consumers can co-create experiences and personal value through engagement in activities that involve interactivity and networking with companies in the online environment. In this technology-driven framework, consumer engagement programs can offer a valuable opportunities for companies that are active in an online setting. The present research implies a qualitative study conducted using interviews with marketing…
Physicians’ motivations to use mobile health monitoring:a cross-country comparison
2016
While mobile device receives increasing attention as a practical tool to remotely check patients’ health, little research has shed light on physicians’ acceptance of this information and communication technology. This study attempts to fill this research gap by examining how Japanese and Spanish physicians perceive a series of factors associated with mobile diabetes monitoring acceptance, and whether any differences exist in these perceptions between the countries due to different levels of physician scarcity, which is operationalised as the number of physicians available per 10,000 population. The hypotheses were tested by empirical surveys in Japan and Spain. In total, 471 and 497 usable …