Moderating effect of social media in shaping ecotourism loyalty: A two-stage-cross-sectional study

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F24%3A63584538" target="_blank" >RIV/70883521:28120/24:63584538 - isvavai.cz</a>

Výsledek na webu

<a href="https://journals.sagepub.com/doi/epub/10.1177/21582440241247699" target="_blank" >https://journals.sagepub.com/doi/epub/10.1177/21582440241247699</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1177/21582440241247699" target="_blank" >10.1177/21582440241247699</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Moderating effect of social media in shaping ecotourism loyalty: A two-stage-cross-sectional study

Popis výsledku v původním jazyce

This study aims to evaluate the moderating role of social media influence before and after the trip in Vietnam and Czech Republic. Primary data, gathered during time lag data surveys conducted among international tourists travelling to the Czech Republic and Vietnam, was analyzed with the Structural Equation Modelling (SEM) in R. The findings revealed that social media influence with higher level positively strengthened the connection between tourist motivation and the post trip destination image. Furthermore, social media had a significant moderating effect on the relationship between tourist satisfaction and ecotourism loyalty. However, there are strong differences between the destinations of developed and emerging economies. For Czech Republic, as developed economy, social media influence plays a more important role as a value-expressive mechanism at the post-trip stage whereas for the developing economy of Vietnam, social media plays a more important role as an information source before the trip. This study extends the Expectation Confirmation Theory (ECT) by introducing the moderating effect of social media influence, which first time measures this moderating effect before and after the trip accounting for the dynamic nature of the destination image as an antecedent of ecotourism loyalty. Limitations, theoretical implications, and recommendations for practice and further research are addressed.

Název v anglickém jazyce

Moderating effect of social media in shaping ecotourism loyalty: A two-stage-cross-sectional study

Popis výsledku anglicky

This study aims to evaluate the moderating role of social media influence before and after the trip in Vietnam and Czech Republic. Primary data, gathered during time lag data surveys conducted among international tourists travelling to the Czech Republic and Vietnam, was analyzed with the Structural Equation Modelling (SEM) in R. The findings revealed that social media influence with higher level positively strengthened the connection between tourist motivation and the post trip destination image. Furthermore, social media had a significant moderating effect on the relationship between tourist satisfaction and ecotourism loyalty. However, there are strong differences between the destinations of developed and emerging economies. For Czech Republic, as developed economy, social media influence plays a more important role as a value-expressive mechanism at the post-trip stage whereas for the developing economy of Vietnam, social media plays a more important role as an information source before the trip. This study extends the Expectation Confirmation Theory (ECT) by introducing the moderating effect of social media influence, which first time measures this moderating effect before and after the trip accounting for the dynamic nature of the destination image as an antecedent of ecotourism loyalty. Limitations, theoretical implications, and recommendations for practice and further research are addressed.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

SAGE Open

ISSN

2158-2440

e-ISSN

—

Svazek periodika

14

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

18

Strana od-do

—

Kód UT WoS článku

001217427100001

EID výsledku v databázi Scopus

2-s2.0-85192796927