Cognitive-Affective-Behavioral Themes in Post-Purchase Attitudes Toward Virtual Tourism Experiences: A Mixed-Method Approach

IF 4.1 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Tourism Research Pub Date : 2024-11-14 DOI:10.1002/jtr.2811

Angana Baruah, Devlina Chatterjee

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Abstract

Virtual tourism experiences (VTEs) have grown rapidly after COVID and are expected to grow further. Customer attitudes toward VTEs are therefore of interest. Attitude, in general, is known to have three components: cognitive, affective, and behavioral. Thematic details of attitudes toward VTEs have not yet been explored, motivating the current study. We use a mixed-method approach to explore latent themes within online reviews for VTEs. Latent Dirichlet allocation, used for topic modeling, is applied to 58,675 reviews from Airbnb online experiences. Next, we analyze 70 online reviews from Viator using thematic analysis. The primary themes that emerge are host appreciation, recommendation, hedonic experience, interactive aspects, social connections, and culture and learning. We discuss in detail how these themes relate to the tri-component model of attitude. Our study of post-purchase consumer attitudes provides new insights into the design, delivery, and marketing of VTEs which has academic as well as managerial implications.

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虚拟旅游体验购买后态度中的认知-情感-行为主题：混合方法

虚拟旅游体验（VTE）在 COVID 之后发展迅速，预计还会进一步增长。因此，客户对虚拟旅游体验的态度备受关注。众所周知，态度一般由三个部分组成：认知、情感和行为。有关对 VTE 的态度的专题细节尚未得到探讨，这也是本研究的动机所在。我们采用混合方法来探讨 VTE 在线评论中的潜在主题。我们对来自 Airbnb 在线体验的 58,675 条评论应用了用于主题建模的潜在 Dirichlet 分配。接下来，我们使用主题分析法分析了 70 条来自 Viator 的在线评论。出现的主要主题包括主人赞赏、推荐、享乐体验、互动方面、社会联系以及文化和学习。我们将详细讨论这些主题与态度的三要素模型之间的关系。我们对消费者购买后态度的研究为 VTE 的设计、交付和营销提供了新的见解，具有学术和管理意义。

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来源期刊

International Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

9.00

自引率

4.30%

发文量

期刊介绍： International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.