Online Reputation and Tourism Destination Competitiveness - Conceptual Model Development and Pilot Testing
Online Reputation and Tourism Destination Competitiveness - Conceptual Model Development and Pilot Testing
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DOI：
10.1007/978-3-319-51168-9_39
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Jelena Dorčić;Jelena Komsic
中科院分区：
文献类型：
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作者：
Jelena Dorčić;Jelena Komsic
旅行者在旅行计划的各个阶段都会使用社交媒体。之前的研究证实，相比其他信息来源，人们更信任在线评论。为了提高旅游目的地的竞争力，建立良好的网络声誉是必要的。本研究的目的是提供一个概念模型来衡量在线声誉与旅游目的地竞争力之间的关系，并提出试点研究的结果。本研究的主要目的是验证所研究的构念、相关问题和所使用的量表。对130名受访者进行描述性统计和信度分析。总Cronbach 's alpha为0.915，表明内部一致性非常高。本文通过提供网络声誉与旅游目的地竞争力关系的理论证据，并在小型旅游目的地测试现有的测量量表，对现有文献做出贡献。
Travellers use social media in all phases of travel planning. Previous research confirmed that people trust online reviews more than other sources of information. Building good online reputation is necessary for tourist destinations in order to be competitive. The purpose of this study is to provide a conceptual model for measuring the relationship between online reputation and tourism destination competitiveness and to present the results of the pilot study. The main objective of this study is to validate the studied constructs, the related questions and used scales. Descriptive statistics and reliability analysis were performed on a sample of 130 respondents. The total Cronbach’s alpha was 0.915 indicating a very high degree of internal consistency. The paper contributes to the existing literature by providing theoretical evidence of the relationship between online reputation and tourism destination competitiveness and testing existing measurement scales on small tourism destination.