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The role of extraordinary sensory experiences in shaping destination brand love: an empirical study
Journal of Travel & Tourism Marketing ( IF 8.178 ) Pub Date : 2021-02-25 , DOI: 10.1080/10548408.2021.1889447
Xingyang Lv 1 , Ailing Wu 2
Affiliation  

ABSTRACT

This study investigates the contribution of extraordinary positive sensory experiences to the development of destination brand love utilizing two studies. Study 1, based on online reviews, finds that destination brand love stems from extraordinary sensory experiences. A survey collecting longitudinal data in Study 2 further examines that common sensory experiences do not influence destination brand love significantly and reveals that momentary happiness and retrospective happiness are serial mediators between the extraordinary sensory experiences and destination brand love. Thus, these findings suggest that providing extraordinary positive sensory experiences is an effective way to facilitate destination brand love.



中文翻译:

非凡的感官体验在塑造目的地品牌爱中的作用:一项实证研究

摘要

这项研究利用两项研究调查了非凡的积极感官体验对目的地品牌爱发展的贡献。基于在线评论的研究1发现,对目的地品牌的热爱源于非凡的感官体验。一项在研究2中收集纵向数据的调查进一步检查了普通的感官体验不会显着影响目标品牌的爱,并揭示了短暂的幸福感和回顾性幸福是非凡的感官体验与目标品牌爱之间的串行中介者。因此,这些发现表明,提供非凡的积极感官体验是促进目的地品牌热爱的有效途径。

更新日期:2021-02-25
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