A “double-edged sword” effect of consumer expertise on tourism loyalty

IF 3.6 3区 管理学 Q2 BUSINESS Marketing Intelligence & Planning Pub Date : 2021-08-12 DOI:10.1108/mip-06-2021-0189
Xiaodan Zhang, Maiju Guo
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引用次数: 1

Abstract

PurposeAs globalization promotes mobility and tourism around the world, the substitution effect of outbound tourism on domestic tourism becomes increasingly apparent. Knowing how to increase customers' loyalty toward domestic tourism is an urgent and critical question for policymakers and tourism managers, especially from the perspective of customer segmentation. The purpose of this paper is to explore whether and how consumer expertise affects domestic tourism loyalty. This paper also provides comprehensive research for understanding differences between married and unmarried consumers in responses to the impact of expertise on loyalty.Design/methodology/approachThe study is based on a survey of 384 individuals. We use Partial least squares (PLS), a variance-based structural equation model, and statistical comparison to test research hypotheses.FindingsResults suggest that consumer expertise has a “double-edged sword” effect on domestic tourism loyalty. On one hand, it increases the perceived benefit of domestic tourism and reduces consumers' motivation to switch to outbound tourism, resulting in a higher level of domestic tourism loyalty. On the other hand, consumer expertise improves consumers' switching ability and switching opportunity to travel abroad, leading to a lower level of domestic tourism loyalty. Furthermore, this paper documents that married and unmarried customers present heterogeneous attitudes in the decision process. We found that married customers are less sensitive to the impact of consumer expertise on the perceived benefit and the impact of consumer expertise on switch ability. However, married customers are more sensitive to both the impact of perceived usefulness on the switch motivation, and the impact of switch motivation, switch opportunity and switch ability on domestic tourism loyalty.Research limitations/implicationsOur findings enrich the literature on consumer expertise and loyalty. Future studies may consider examining similar relationships by utilizing multiple research methods as well as testing the research findings and mechanisms in different contexts.Practical implicationsThis research provides practical guidance for cultivating and maintaining domestic tourism loyalty, such as consumer segmentation in terms of tourism knowledge and information.Originality/valueThis paper examines the relationship between consumer expertise and loyalty in the context of tourism and uncovers the mechanism behind it. More importantly, to our knowledge, this paper is the first to identify consumers' marital status as a key factor that influences the process of how consumer expertise affects domestic tourism loyalty.
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消费者专业知识对旅游忠诚度的“双刃剑”效应
全球化促进了世界范围内的流动和旅游,出境旅游对国内旅游的替代效应日益明显。如何提高顾客对国内旅游的忠诚度是政策制定者和旅游管理者迫切需要解决的问题,特别是从顾客细分的角度来看。本文的目的是探讨消费者专业知识是否以及如何影响国内旅游忠诚度。本文还提供了全面的研究,以了解已婚和未婚消费者在回应专业知识对忠诚度的影响方面的差异。设计/方法/方法这项研究是基于对384人的调查。我们使用偏最小二乘(PLS),基于方差的结构方程模型和统计比较来检验研究假设。研究结果表明,消费者专业知识对国内旅游忠诚度具有“双刃剑”效应。一方面,它增加了国内旅游的感知利益,降低了消费者转向出境游的动机,从而提高了国内旅游的忠诚度。另一方面,消费者专业度提高了消费者出国旅游的转换能力和转换机会,导致国内旅游忠诚度水平降低。此外,本文还证明了已婚和未婚客户在决策过程中表现出异质态度。研究发现,已婚顾客对消费者专业知识对感知利益的影响和消费者专业知识对转换能力的影响不太敏感。已婚顾客对感知有用性对转换动机的影响和转换动机、转换机会和转换能力对国内旅游忠诚的影响更为敏感。研究局限/启示我们的研究结果丰富了关于消费者专业知识和忠诚度的文献。未来的研究可以考虑利用多种研究方法来检验类似的关系,并在不同的背景下检验研究结果和机制。实践意义本研究对国内旅游忠诚度的培养和维持提供了实践指导,如旅游知识和信息的消费者细分。原创性/价值本文考察了旅游背景下消费者专业知识与忠诚度之间的关系,并揭示了其背后的机制。更重要的是,据我们所知,本文首次发现消费者的婚姻状况是影响消费者专业度对国内旅游忠诚度影响过程的关键因素。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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