Effects of the intensity of use of social media on brand equityan empirical study in a tourist destination

  1. Stojanovic, Igor 1
  2. Andreu, Luisa 1
  3. Curras-Perez, Rafael 1
  1. 1 Universidad de Valencia, España
Journal:
European journal of management and business economics

ISSN: 2444-8494,  2444-8451

Year of publication: 2018

Issue Title: New frontiers in tourism: destinations, resources, and managerial perspectives

Volume: 27

Issue: 1

Pages: 83-100

Type: Article

DOI: 10.1108/EJMBE-11-2017-0049 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: European journal of management and business economics

Abstract

The purpose of this paper is to determine the drivers of the formation of e-loyalty in a tourist destination, providing a model composed of variables that are under the control of the firm along with others that are not fully controllable by professionals. The study was carried out with a sample of 497 subjects, university students and online consumers, and with the use of structural equations (partial least squares). Results show that young people give a high valuation to all the variables used in the research. These results contribute to the literature on e-loyalty in tourism destinations and improve tourism loyalty in this population segment. The main limitation of this research has been related to the number of variables and measurement indicators that, according to the literature review, influence e-loyalty. Finally, a balanced and statistically significant model has been developed that has practical utility and analyzes online purchase of tourism products from a process perspective that includes variables that are internal and external to the firm. The study suggests that young people have a favourable attitude and predisposition towards e-commerce, which, in turn, favours firms’ efforts to promote consumption and loyalty within the framework of the model’s variables.This research paper has important value by analysing the initiating variables to determine how e-loyalty can be managed in tourist destinations, in addition to analysing an important segment for future tourism development

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