研究生: |
朴尚達 Sambath, Phou |
---|---|
論文名稱: |
The Symbolic, Experiential, and Functional Consumption of Tourism Destination from the Perspective of Social Identity Theory The Symbolic, Experiential, and Functional Consumption of Tourism Destination from the Perspective of Social Identity Theory |
指導教授: |
陳勁甫
Chen, Ching-Fu |
共同指導教授: |
鄭至甫
Jeng, Don Jyh-Fu |
學位類別: |
博士 Doctor |
系所名稱: |
管理學院 - 國際經營管理研究所 Institute of International Management |
論文出版年: | 2013 |
畢業學年度: | 101 |
語文別: | 英文 |
論文頁數: | 116 |
外文關鍵詞: | Symbolic consumption, Experiential consumption, Functional consumption, Brand identification, Tourist satisfaction, Destination loyalty, Social identity theory, Self-congruity theory |
相關次數: | 點閱:135 下載:3 |
分享至: |
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Destination branding has become an importantly emerging research topic amongst tourism research scholars, destination marketers and even politicians over the past decade. Since functional attributes offered at tourism destinations are becoming more highly competitive, destination marketers are adopting branding techniques to focus on experiential benefits and symbolic meanings to differentiate their identities and to emphasize the uniqueness of their products—tourism destination brands. The identification of consumers with a brand activates brand loyalty and purchase intentions. However, little is known if these consumption patterns hold in tourism destination brands and which variables drive tourism destination brand identification and whether or not destination brand identification activates tourists’ satisfaction and loyalty. Accordingly, the purpose of this dissertation is to investigate the effects of destination brand consumptions on tourists’ destination brand identification and satisfaction, both of which are in turn predicted to affect tourists’ destination loyalty. Specifically, this study integrates the symbolic, experiential, and functional consumption perspectives of tourism destination brand with social identity perspective in explaining tourists’ satisfaction and loyalty. Using a sample of 512 international tourists visiting Angkor tourism destination and the structural equations modeling technique, the results reveal that the three patterns of tourism destination consumptions—symbolic, experiential and functional—have significantly positive effects on destination identification and tourist satisfaction, both of which in turn positively affect destination loyalty and fully mediate the effects of symbolic, experiential and functional destination consumptions on destination loyalty. The findings of the current study support the application of social identity theory in tourism research, indicating that tourists express their identification with tourism destinations through the symbolic meanings, the experiential benefits, and functional attributes derived from the destination and tourists’ identification with the tourism destination leads to greater satisfaction and loyalty toward the destination. This research not only provides a deeper understanding of the consumptions of tourism destination brands and social identification in tourism research, but also offers managerial implications for destination managers and some avenues for future research.
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