Enrique Bigne, Marina Zanfardini and Luisa Andreu
The purpose of this study is to examine online comments on destination social responsibility (DSR). Typically, visitors do not discuss their experiences in terms explicitly…
Abstract
Purpose
The purpose of this study is to examine online comments on destination social responsibility (DSR). Typically, visitors do not discuss their experiences in terms explicitly related to DSR. This study analyzes the natural language that visitors use and identifies connections to the dimensions of DSR (i.e. environmental, sociocultural and economic responsibility). The research objectives are to identify the lexicons of tourists and the thematic arguments related to DSR dimensions. This study also analyzes the association between those dimensions and tourist destination types.
Design/methodology/approach
This study reviewed 5,113 Tripadvisor comments about the top-ranking destinations in two countries. Expert judges used text mining techniques to explore lexicons and topics. Factor correspondence analysis was used to analyze the relationship between identified DSR thematic arguments and tourist destination types (e.g. nature, urban, culture and beach destinations).
Findings
Drawing from social identity theory and self-extension theoretical approaches, this study reveals that tourists share opinions using a lexicon of DSR dimensions. Interestingly, the results of this study identify five sub-dimensions in online reviews related to social responsibility in tourism destinations: environmental (i.e. “natural landscapes”), sociocultural (i.e. “cultural heritage” and “urban leisure and outdoor spaces”) and economic dimensions (i.e. “tourism services” and “guided tours and experiences”). This paper also describes associations between DSR lexicons, the reviews’ main sub-dimensions and destination types.
Research limitations/implications
The empirical study analyzes online reviews of top-ten tourism destinations in Spain and Argentina, countries with similar cultural backgrounds. Because of the focus on well-ranked destinations, this sample may exhibit a higher proportion of positive comments. However, the methodological contribution can extend to other destinations. This research can help researchers and destination managers understand the issues on which tourists comment in the context of their destination experiences and the three dimensions of DSR.
Originality/value
There is a lack of studies using natural language processing techniques to analyze the intersection between UGC and DSR; social media research has neglected this topic. This study integrates the five sub-dimensions the authors identified into a three-dimensional schema and enriches the classic DSR framework.
目的
本研究考察了关于目的地社会责任(DSR)的在线评论。通常, 访问者不会用与DSR明确相关的术语来讨论他们的体验。我们的研究分析了游客使用的自然语言, 并确定了与DSR维度(即环境、社会文化和经济责任)的联系。研究目的是确定游客的词汇, 以及与DSR维度相关的主题论点。该研究还分析了这些维度与旅游目的地类型之间的关联
设计/方法论/途径
这项研究回顾了Tripadvisor 对两个国家顶级目的地的5113条评论。专家评委使用文本挖掘技术来探索词典和主题。因子对应分析用于分析已识别的DSR主题论点与旅游目的地类型(如自然、城市、文化和海滩目的地)之间的关系。
调查结果
借鉴社会认同理论和自我延伸理论方法, 我们的研究表明, 游客使用DSR维度的词汇来分享意见。有趣的是, 我们的研究结果确定了与旅游目的地社会责任相关的在线评论中的五个子维度:环境(即“自然景观”)、社会文化(即“文化遗产”和“城市休闲和户外空间”)和经济维度(即“旅游服务”和“导游和体验”)。我们的论文还描述了DSR词典、评论的主要子维度和目的地类型之间的关联。
研究限制/影响
实证研究分析了具有相似文化背景的西班牙和阿根廷十大旅游目的地的在线评论。由于关注排名靠前的目的地, 我们的样本可能会显示出更高比例的正面评论。然而, 方法论的贡献可以扩展到其他目的地。这项研究可以帮助研究人员和目的地管理者了解游客在目的地体验背景下评论的问题以及DSR的三个维度。
原创性/价值
缺乏使用自然语言处理技术来分析UGC和DSR之间交叉点的研究; 社交媒体研究忽略了这个话题。我们的研究将我们确定的五个子维度整合到一个三维图式中, 丰富了经典的DSR框架。
Objetivo
Este estudio examina los comentarios online sobre la responsabilidad social de los destinos (Destination Social Responsibility, DSR). Los objetivos se centran en identificar el léxico y los argumentos temáticos que utilizan los turistas para referirse a las dimensiones de la DSR (medioambiental, sociocultural y económica). El estudio analiza la asociación entre estas dimensiones y los tipos de destino turístico.
Diseño/metodología/enfoque
Este estudio revisó 5.113 comentarios de TripAdvisor sobre los destinos mejor valorados de dos países. La minería de textos no lingüística y los jueces expertos exploraron el léxico, la minería de textos lingüística analizó el argumento temático y el análisis de correspondencia de factores reveló la relación entre las dimensiones de DSR y los tipos de destino turístico.
Resultados
Los turistas comparten opiniones utilizando un léxico de dimensiones DSR ambientales, socioculturales y económicas, siendo el léxico ambiental el más familiar. El artículo describe las asociaciones entre los léxicos de las dimensiones DSR y los tipos de destino.
Originalidad/valor
La investigación sobre medios sociales ha descuidado prácticamente la intersección entre el contenido generado por el usuario (User-Generated Content, UGC) y la DSR. Existe una carencia de investigación sobre el uso de técnicas de procesamiento del lenguaje natural para analizar el UGC en DSR. Este estudio ofrece información sobre las opiniones de los turistas sobre los destinos, los léxicos para hablar de las dimensiones de la DSR, los argumentos temáticos de los comentarios y los distintos tipos de destino.
Limitaciones/implicaciones
El estudio empírico analiza los comentarios online de los 10 principales destinos turísticos de España y Argentina, países con antecedentes culturales similares. Debido a que nos centramos en destinos con buena reputación, la muestra puede presentar una mayor proporción de comentarios positivos. Sin embargo, la contribución metodológica puede extenderse a otros destinos. Esta investigación puede ayudar a los investigadores y gestores de destinos a comprender las cuestiones sobre los comentarios de turistas sobre sus experiencias en el destino y las tres dimensiones de la DSR.
Details
Keywords
Enrique Bigne, Aline Simonetti, Jaime Guixeres and Mariano Alcaniz
This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR…
Abstract
Purpose
This research analyses the searching, interacting and purchasing behavior of shoppers seeking semidurable and fast-moving consumer goods in an immersive virtual reality (VR) store, showing how physical examinations and visual inspections relate to purchases.
Design/methodology/approach
Around 60 participants completed two forced-purchase tasks using a head-mounted display with visual and motor-tracking systems. A second study using a pictorial display of the products complemented the VR study.
Findings
The findings indicate differences in shopping behavior for the two product categories, with semidurable goods requiring greater inspection and deliberation than fast-moving consumer goods. In addition, visual inspection of the shelf and products was greater than a physical examination through virtual handling for both product categories. The paper also presents relationships between visual inspections and product interactions during the searching stage of purchase decisions.
Originality/value
The research consists of two types of implicit measures in this study: eye-tracking and hand-product interactions. This study reveals the suitability of implicit measures for evaluating consumer behavior in VR stores.
Details
Keywords
Aline Simonetti and Enrique Bigne
The purpose of this study is to examine how social media (TripAdvisor) content influences restaurant visit intentions and liking expectations, how online review valence affect the…
Abstract
Purpose
The purpose of this study is to examine how social media (TripAdvisor) content influences restaurant visit intentions and liking expectations, how online review valence affect the viewing behavior of the social media page and which social media elements capture the initial attention of the consumer.
Findings
The pictures posted by firms and opinions posted by users attracted consumers’ attention. However, in the negative valence condition, participants needed to expand upon the content by reading additional (and more detailed) online reviews with specific cues, revisited the content more often and more closely fixated on specific online ratings. Moreover, the picture of the restaurant was the first area seen (reflecting a bottom-up process) and the third-party ad tended to be viewed last (reflecting selective attention).
Research limitations/implications
All social media elements are seen but only some affect decisions, with negatively (vs positively) valenced reviews requiring consideration of an extra element. Of relevance to managers, this study stresses the importance of the pictorial element and the influence of user-generated content on the attention and judgment of consumers.
Originality/value
This study suggests that, to form an opinion, viewers devote more cognitive effort and attention when evaluating restaurants with negatively (vs positively) valenced reviews. However, viewing patterns appear unaffected by review valence. It also demonstrates how consumers pay attention to different social media elements.
Details
Keywords
Luisa Andreu, Enrique Bigne, Suzanne Amaro and Jesús Palomo
The purpose of this study is to examine Airbnb research using bibliometric methods. Using research performance analysis, this study highlights and provides an updated overview of…
Abstract
Purpose
The purpose of this study is to examine Airbnb research using bibliometric methods. Using research performance analysis, this study highlights and provides an updated overview of Airbnb research by revealing patterns in journals, papers and most influential authors and countries. Furthermore, it graphically illustrates how research themes have evolved by mapping a co-word analysis and points out potential trends for future research.
Design/methodology/approach
The methodological design for this study involves three phases: the document source selection, the definition of the variables to be analyzed and the bibliometric analysis. A statistical multivariate analysis of all the documents’ characteristics was performed with R software. Furthermore, natural language processing techniques were used to analyze all the abstracts and keywords specified in the 129 selected documents.
Findings
Results show the genesis and evolution of publications on Airbnb research, scatter of journals and journals’ characteristics, author and productivity characteristics, geographical distribution of the research and content analysis using keywords.
Research limitations/implications
Despite Airbnb having a history of 10 years, research publications only started in 2015. Therefore, the bibliometric study includes papers from 2015 to 2019. One of the main limitations is that papers were selected in October of 2019, before the year was over. However, the latest academic publications (in press and earlycite) were included in the analysis.
Originality/value
This study analyzed bibliometric set of laws (Price’s, Lotka’s and Bradford’s) to better understand the patterns of the most relevant scientific production regarding Airbnb in tourism and hospitality journals. Using natural language processing techniques, this study analyzes all the abstracts and keywords specified in the selected documents. Results show the evolution of research topics in four periods: 2015-2016, 2017, 2018 and 2019.
Details
Keywords
Silvia Sanz-Blas, Enrique Bigné and Daniela Buzova
The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing…
Abstract
Purpose
The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing users’ participation in Facebook as a mobile social network (m-WOM).
Design/methodology/approach
An empirical study was carried out by means of online interviews with structured questionnaires. To analyse the data, and estimate the hypothesised relationships in the theoretical model, the partial least squares equation modelling was used.
Findings
The results of the study indicate that accessing brands’ mobile Facebook fan pages can satisfy the needs of understanding, orientation and play. These needs, in turn, influence users’ attitude, as well as their active and passive participation. Besides, users’ active participation in brands’ fan pages is enhanced by the direct and positive influence of attitude and passive participation.
Practical implications
This research enables brands to know which aspects to highlight in their communication strategies in order to increase the user’s active participation and generate m-WOM. Brands need to post information which is not only relevant, but also entertaining and visually attractive. Furthermore, they should foster the user-brand interaction to achieve users’ engagement with the brand.
Originality/value
The contribution of the present research is threefold. First, it offers a new perspective in explaining eWOM participation in mobile settings based on social networks. Second, it is argued that dependency is a key driver in explaining m-WOM. Lastly, integrating parasocial integration in the authors’ model highlights the communication nature of the word-of-mouth process.
Details
Keywords
Enrique Bigne, Aline Simonetti and Diana Y.W. Shih
This study aims to investigate how brand love and brand loyalty for three brands evolved during critical moments of the 2020 pandemic, and how they performed in the long run up to…
Abstract
Purpose
This study aims to investigate how brand love and brand loyalty for three brands evolved during critical moments of the 2020 pandemic, and how they performed in the long run up to 2022.
Design/methodology/approach
An online longitudinal study, including a survey and Twitter data for three brands: Corona Extra, with a direct semantic association with the word coronavirus; Virus Vodka, with an indirect association; Modelo Especial, with no association with the virus name but from the same company as Corona Extra.
Findings
Despite external data indicating a harmful association between Corona Extra and coronavirus, this study's findings revealed that the brand maintained its brand love in the long run and increased brand loyalty during the critical moments of the pandemic. This study's data suggest that brand love and brand loyalty may be the underlying reasons for the increase in Corona Extra's brand equity during the pandemic.
Originality/value
The COVID-19 pandemic created a highly stressful situation for consumers and brands. Some brands' names had unfortunate semantic similarities with the virus terminology, which became an additional stressor during that time. This study harnessed the opportunity to investigate brand love and brand loyalty during the pandemic at four points in 2020 and one in 2022. The authors also examined relevant Twitter data during 2020.
Details
Keywords
Maria Jose Castillo S and Enrique Bigne
This paper proposes a model that extends the technology acceptance model (TAM) by identifying factors that influence consumers' acceptance of augmented reality (AR) self-service…
Abstract
Purpose
This paper proposes a model that extends the technology acceptance model (TAM) by identifying factors that influence consumers' acceptance of augmented reality (AR) self-service technologies (AR-based SSTs) in the retail sector, resulting in the Augmented Reality in Retail Model (ARiR Model).
Design/methodology/approach
This study is based on an online questionnaire responded to by 284 makeup-using women from Nicaragua and the USA. It is based on an AR mobile app used to shop in retail stores. Partial least squares-structural equation modelling was used to validate the ARiR model and test the hypotheses.
Findings
Aesthetics and navigation are significant predictors of perceived usefulness and perceived ease of use (PEOU), and self-efficacy also explains perceived ease of use. Technology readiness and the need for personal interaction were not found to be influencing factors. A cross-cultural comparison indicated that both countries have similar overall attitudes towards AR-based SSTs.
Research limitations/implications
This paper provides insights into the perceived value of, and motives for customer acceptance of, AR-based SSTs, which can serve as guidelines for their future implementation. Furthermore, it validates and confirms the application of the proposed ARiR model for technology acceptance in both developed and developing countries.
Practical implications
The paper provides new insights for retailers on the implementation of AR at the point of sale.
Originality/value
The model extends the original TAM to AR and introduces five new constructs: need for personal interaction, aesthetics, navigation, self-efficacy and technology readiness. It was tested in both a developing and a developed country.
Details
Keywords
Alberto Badenes-Rocha, Carla Ruiz-Mafé and Enrique Bigné
This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE)…
Abstract
Purpose
This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content.
Design/methodology/approach
The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study.
Findings
The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels.
Practical implications
CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media.
Originality/value
The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.
Propósito
Este estudio analiza el papel de las percepciones de RSC, la identificación cliente-empresa (CCI) y la confianza en el engagement del cliente (CE), prestando especial atención al efecto moderador de dos tipos de comunicación en redes sociales: Contenido Generado por la Empresa (FGC) y Contenido Generado por el Usuario (UGC).
Diseño/metodología/enfoque
Se emplean métodos mixtos: un experimento de un factor usando publicaciones de Twitter como estímulo con 227 huéspedes del hotel, cuyo modelo estructural se analizó con SmartPLS 3.2.7., y 3 entrevistas en profundidad con expertos de la industria hotelera.
Hallazgos
Los resultados muestran que, cuando un cliente confía en el hotel y se identifica con sus valores corporativos, los tweets de RSC generan engagement. La comunicación de RSC emitida por usuarios refuerza el impacto de los tweets de RSC en la confianza del cliente más que los tweets publicados por hoteles. Los expertos de la industria hotelera aportan nociones para explicar estos resultados en diferentes tipos de hoteles.
Implicaciones prácticas
La comunicación de RSC realizada a través de Twitter afecta las percepciones del cliente sobre las actividades de RSC del hotel y la confianza en el mismo, especialmente si proceden de una fuente externa a la empresa. Este resultado puede ser útil para gerentes de hoteles que no se benefician de la comunicación activa de RSC o la interactividad de las redes sociales.
Originalidad/valor
Se valida el efecto moderador del UGC en la relación entre las percepciones de RSC y la confianza de los clientes, contribuyendo así a la investigación sobre la efectividad de las redes sociales. Se emplea un diseño mixto para incrementar la validez de los resultados.
Palabras claves
Comunicación de RSC, Engagement del Consumidor, Fuente del mensaje, Contenido generado por la empresa, Contenido generado por el usuario, Twitter, Compromiso con el cliente
Tipo de artículo
Trabajo de investigación