This paper aims to analyze the evolution in the research of digital marketing tools and strategies used by inbound marketing in the main journals related to this term and related topics to the hospitality industry. The results obtained have led to detect a progressive increase in the number of publications analyzing inbound marketing tools in recent years (2010-2021), which point to the construction of a Marketing 5.0 paradigm. A high rotation of topics has also been detected, describing a dynamic and fluctuating research field. It is recommended that more research be carried out on inbound marketing (as a strategic model of structured marketing) to allow for an integrative vision of technologies, which until now have been analyzed without a defined backbone linked to the hotel business.
{"title":"INBOUND MARKETING IN THE HOSPITALITY INDUSTRY: A SYSTEMATIC REVIEW IN THE LAST 12 YEARS","authors":"Andrés Romero Montero, Adriana Cely Álvarez, Ricardo Sellers Rubio","doi":"10.33776/et.v13i1.7291","DOIUrl":"https://doi.org/10.33776/et.v13i1.7291","url":null,"abstract":"This paper aims to analyze the evolution in the research of digital marketing tools and strategies used by inbound marketing in the main journals related to this term and related topics to the hospitality industry. The results obtained have led to detect a progressive increase in the number of publications analyzing inbound marketing tools in recent years (2010-2021), which point to the construction of a Marketing 5.0 paradigm. A high rotation of topics has also been detected, describing a dynamic and fluctuating research field. It is recommended that more research be carried out on inbound marketing (as a strategic model of structured marketing) to allow for an integrative vision of technologies, which until now have been analyzed without a defined backbone linked to the hotel business.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135097850","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Slow tourism is an emergent research area focused on slowing the pace of life during vacations. A comprehensive multi-sensory approach can contribute to designing enhanced slow tourism experiences deemed accessible, both in situ and remotely. There is a research gap in considering multi-sensory stimuli in the design of accessible tourism experiences using technology. As such, this research intends to propose a theoretical framework focused on the development of slow tourism through sensory cues and smart technologies. In so doing, a critical approach to literature was carried out by intersecting three areas of literature following the rationale of the Stimuli-Organism-Response model: slow tourism, multi-sensory tourism experiences design, and smart destinations. The significance of this framework is threefold: it strengthens local identities and aids sustainable tourism by involving the community; it promotes experiences deemed authentic considering multiple stakeholders’ perspectives; and it addresses the visitor experience before, during and after the visit to the destination in an accessible manner using smart technologies. A framework with six steps is offered based on participatory methods.
{"title":"DESIGNING ACCESSIBLE TOURISM EXPERIENCES: SLOW, SENSORY AND SMART FRAMEWORK","authors":"Dora Agapito, Manuela Guerreiro","doi":"10.33776/et.v13i1.7200","DOIUrl":"https://doi.org/10.33776/et.v13i1.7200","url":null,"abstract":"Slow tourism is an emergent research area focused on slowing the pace of life during vacations. A comprehensive multi-sensory approach can contribute to designing enhanced slow tourism experiences deemed accessible, both in situ and remotely. There is a research gap in considering multi-sensory stimuli in the design of accessible tourism experiences using technology. As such, this research intends to propose a theoretical framework focused on the development of slow tourism through sensory cues and smart technologies. In so doing, a critical approach to literature was carried out by intersecting three areas of literature following the rationale of the Stimuli-Organism-Response model: slow tourism, multi-sensory tourism experiences design, and smart destinations. The significance of this framework is threefold: it strengthens local identities and aids sustainable tourism by involving the community; it promotes experiences deemed authentic considering multiple stakeholders’ perspectives; and it addresses the visitor experience before, during and after the visit to the destination in an accessible manner using smart technologies. A framework with six steps is offered based on participatory methods.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"51 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135801752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study used netnography to explore the sustainability challenges in visitors’ reviews in Knidos archeological site, located on the southern coast of Mugla, Turkey, as expressed in user-generated content (UGC) on the TripAdvisor website. Data was obtained from visitors' narratives on their reviews posted on TripAdvisor. A total of 1076 narratives were accessed for all years. However, researchers retrieved 638 narratives posted in the last six years between 2016 and 2021 to reach up-to-date experiences. The data were thematically analyzed using the qualitative data analysis software MAXQDA for compiling and coding data, creating main and sub-themes, defining code frequencies, determining the relationships between codes, and creating code maps. The analysis revealed five main codes of heritage reviews: attractions, place perception, sustainability challenges, place attachment, and behavioral intention. The complex code configurations revealed that visitors had positive place perceptions, strong behavioral intentions, and high place attachment despite the site’s sustainability challenges. Furthermore, attractions, place attachment and place perception are the important antecedents of positive recommendation intention. The study makes a substantial contribution to the literature on sustainable development and visitors’ behavior by providing a deep understanding of the sustainability challenges and visitor experiences narrated about a specific archeological city through online user-generated content (UGC).
{"title":"VISITORS´ EXPERIENCES TOWARDS SUSTEINABILITY CHALLENGES IN ARCHAELOGICAL-HERITAGE SITES: A NETNOGRAPHIC STUDY ON ANCIENT CITY OF KNIDOS, TURKEY","authors":"Meltem Altinay Ozdemir, Cafer Topaloglu","doi":"10.33776/et.v13i1.7396","DOIUrl":"https://doi.org/10.33776/et.v13i1.7396","url":null,"abstract":"This study used netnography to explore the sustainability challenges in visitors’ reviews in Knidos archeological site, located on the southern coast of Mugla, Turkey, as expressed in user-generated content (UGC) on the TripAdvisor website. Data was obtained from visitors' narratives on their reviews posted on TripAdvisor. A total of 1076 narratives were accessed for all years. However, researchers retrieved 638 narratives posted in the last six years between 2016 and 2021 to reach up-to-date experiences. The data were thematically analyzed using the qualitative data analysis software MAXQDA for compiling and coding data, creating main and sub-themes, defining code frequencies, determining the relationships between codes, and creating code maps. The analysis revealed five main codes of heritage reviews: attractions, place perception, sustainability challenges, place attachment, and behavioral intention. The complex code configurations revealed that visitors had positive place perceptions, strong behavioral intentions, and high place attachment despite the site’s sustainability challenges. Furthermore, attractions, place attachment and place perception are the important antecedents of positive recommendation intention. The study makes a substantial contribution to the literature on sustainable development and visitors’ behavior by providing a deep understanding of the sustainability challenges and visitor experiences narrated about a specific archeological city through online user-generated content (UGC).
 
","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"53 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135804664","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Wei Chiang Chan, May Chiun Lo, Wan Hashim Wan Ibrahim, Abang Azlan Mohamad, Jun Zhou Thong
The development of ecotourism in Malaysia is crucial in the current digitalized world, as nature enthusiasts seek authentic travel experiences to reconnect with the environment. This study focuses on investigating the link between government tourism policy, health services, safety and security, destination competitiveness, and the moderating effect of mobile technology. The study was conducted on 170 domestic tourists who visited various national parks in Sarawak, Malaysia. The data collected has undergone preliminary analyses using SPSS 26.0 while the proposed study model was evaluated using WarpPLS 8.0, which allowed for path modelling and bootstrapping to obtain the estimates of standard error and p-values. The results indicated a significant direct relationship between health services and destination competitiveness. Mobile technology was found to moderate the relationship between government tourism policy, safety and security, and destination competitiveness. However, due to the COVID-19 pandemic, the study was limited to domestic tourists, and the implications of these findings are discussed.
{"title":"IDENTIFYING MOTIVATORS OF ECOTOURISM DESTINATION COMPETITIVENESS: THE EXAMINATION ON SOFT INFRASTRUCTURE CONSTRUCTS AND MODERATING IMPACT OF MOBILE TECHNOLOGY","authors":"Wei Chiang Chan, May Chiun Lo, Wan Hashim Wan Ibrahim, Abang Azlan Mohamad, Jun Zhou Thong","doi":"10.33776/et.v13i1.7286","DOIUrl":"https://doi.org/10.33776/et.v13i1.7286","url":null,"abstract":"The development of ecotourism in Malaysia is crucial in the current digitalized world, as nature enthusiasts seek authentic travel experiences to reconnect with the environment. This study focuses on investigating the link between government tourism policy, health services, safety and security, destination competitiveness, and the moderating effect of mobile technology. The study was conducted on 170 domestic tourists who visited various national parks in Sarawak, Malaysia. The data collected has undergone preliminary analyses using SPSS 26.0 while the proposed study model was evaluated using WarpPLS 8.0, which allowed for path modelling and bootstrapping to obtain the estimates of standard error and p-values. The results indicated a significant direct relationship between health services and destination competitiveness. Mobile technology was found to moderate the relationship between government tourism policy, safety and security, and destination competitiveness. However, due to the COVID-19 pandemic, the study was limited to domestic tourists, and the implications of these findings are discussed.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"173 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135804665","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Limber L. Rivas, Maribel Rodríguez, Leonor M. Pérez, Dolores M. Frías-Jamilena
Residents’ attitude towards tourism development in religious tourism destinations is especially relevant for tourism planning. Nevertheless, there are few studies that analyse how residents’ attitude towards development of religious tourism is formed. This paper analyses the effect of residents’ place attachment on their attitudes towards development of religious tourism, considering perceived impacts of tourism as mediator and the personal benefit derived from tourism as moderating effect. On the basis of a sample of 410 residents of Montecristi, a religious tourism destination of Ecuador, and using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that place attachment directly influences the attitude towards development of religious tourism, but mainly through the perceived impacts of tourism. Moreover, this paper finds that the influence of the perceived impacts on the support for the development of religious tourism is higher in residents with a lower personal benefit than in residents with a higher personal benefit. These findings enable a series of recommendations to be made to the agents concerned regarding the development of religious tourism in sacred destinations.
{"title":"THE EFFECT OF RESIDENTS’ PLACE ATTACHMENT ON THEIR ATTITUDE TOWARDS DEVELOPMENT OF RELIGIOUS TOURISM: THE MODERATING EFFECT OF PERSONAL BENEFIT","authors":"Limber L. Rivas, Maribel Rodríguez, Leonor M. Pérez, Dolores M. Frías-Jamilena","doi":"10.33776/et.v13i1.7427","DOIUrl":"https://doi.org/10.33776/et.v13i1.7427","url":null,"abstract":"Residents’ attitude towards tourism development in religious tourism destinations is especially relevant for tourism planning. Nevertheless, there are few studies that analyse how residents’ attitude towards development of religious tourism is formed. This paper analyses the effect of residents’ place attachment on their attitudes towards development of religious tourism, considering perceived impacts of tourism as mediator and the personal benefit derived from tourism as moderating effect. On the basis of a sample of 410 residents of Montecristi, a religious tourism destination of Ecuador, and using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that place attachment directly influences the attitude towards development of religious tourism, but mainly through the perceived impacts of tourism. Moreover, this paper finds that the influence of the perceived impacts on the support for the development of religious tourism is higher in residents with a lower personal benefit than in residents with a higher personal benefit. These findings enable a series of recommendations to be made to the agents concerned regarding the development of religious tourism in sacred destinations.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"71 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136301295","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper intends to explore local-specific sustainability facets of pro-poor tourism initiated in India's Protected Area (PA). Mixed methodology, i.e., interview and structured questionnaire adopted for data collection and followed by the factor analysis for testing hypothesis. The result indicates that the sustainability facets of pro-poor tourism have five distinct facets: monetary, environmental, societal, cultural heritage, and governance. The study assumes significance in the pro-poor approach in tourism development for addressing various Sustainable Development Goals and in understating the ground-level reality of sustainability in the context of tourism-led development in developing countries. It also throws light on setting standards for approach-based tourism programs that cater to various segments of society and the environment.
{"title":"EXPLORING SUSTAINABILITY FACETS OF PRO-POOR TOURISM PROGRAMS IN INDIA","authors":"A. Vinodan, Meera Sethumadhavan, Jamaes Manalel","doi":"10.33776/et.v12i2.7235","DOIUrl":"https://doi.org/10.33776/et.v12i2.7235","url":null,"abstract":"This paper intends to explore local-specific sustainability facets of pro-poor tourism initiated in India's Protected Area (PA). Mixed methodology, i.e., interview and structured questionnaire adopted for data collection and followed by the factor analysis for testing hypothesis. The result indicates that the sustainability facets of pro-poor tourism have five distinct facets: monetary, environmental, societal, cultural heritage, and governance. The study assumes significance in the pro-poor approach in tourism development for addressing various Sustainable Development Goals and in understating the ground-level reality of sustainability in the context of tourism-led development in developing countries. It also throws light on setting standards for approach-based tourism programs that cater to various segments of society and the environment. ","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"69 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"89359756","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The aim of this study was to assess the risk perception of domestic tourists visiting volatile destinations such as the Kashmir valley (India) and reveal the impact of various types of perceived risk on destination loyalty formulation. A quantitative research/deductive approach has been adopted for two reasons: (1) to ensure the objectivity, generalisability, and reliability of research findings; and (2) to develop hypotheses based on an existing theory and then collect data to determine whether empirical evidence to support those hypotheses exists. The current study used a convenience sampling method for collecting data from 413 domestic tourists using a self-administered questionnaire. Furthermore, the two-step approach for structural equation modelling (SEM) was used to assess the psychometric properties of the measurement model and test the proposed structural model. The results revealed that all the five types of perceived risks (socio-psychological, political, performance, financial, and physical) negatively affect tourists' destination loyalty, with socio-psychological risk and political risk emerging as major determinants of loyalty intention of domestic tourists. Moreover, the descriptive analysis revealed that the mean perception of domestic tourists on various risk dimensions was low, and they disagreed that Kashmir is a risky place to visit.
{"title":"AN EMPIRICAL ASSESSMENT OF TOURIST’S RISK PERCEPTION AND ITS IMPACT ON DESTINATION LOYALTY: A STUDY OF KASHMIR VALLEY","authors":"A. H. Rather, A. Najar","doi":"10.33776/et.v12i2.6957","DOIUrl":"https://doi.org/10.33776/et.v12i2.6957","url":null,"abstract":"The aim of this study was to assess the risk perception of domestic tourists visiting volatile destinations such as the Kashmir valley (India) and reveal the impact of various types of perceived risk on destination loyalty formulation. A quantitative research/deductive approach has been adopted for two reasons: (1) to ensure the objectivity, generalisability, and reliability of research findings; and (2) to develop hypotheses based on an existing theory and then collect data to determine whether empirical evidence to support those hypotheses exists. The current study used a convenience sampling method for collecting data from 413 domestic tourists using a self-administered questionnaire. Furthermore, the two-step approach for structural equation modelling (SEM) was used to assess the psychometric properties of the measurement model and test the proposed structural model. The results revealed that all the five types of perceived risks (socio-psychological, political, performance, financial, and physical) negatively affect tourists' destination loyalty, with socio-psychological risk and political risk emerging as major determinants of loyalty intention of domestic tourists. Moreover, the descriptive analysis revealed that the mean perception of domestic tourists on various risk dimensions was low, and they disagreed that Kashmir is a risky place to visit.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"5 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"86636097","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Western Balkans (WB) is emerging from an unfortunate recent past which destroyed social structures and the uniform identity of the region. WBs is, historically, known as a region of diversity and impeccable natural beauty. Despite a visible need to take a holistic approach for WBs tourism marketing, a research-based strategy has yet to be defined and implemented for future action in the region. There are few current studies dealing with regional branding, brand identity and sustainable tourism in WB, and most of them do not offer a holistic approach in integrating the identification of tourism (through destination brand identity) and the promotion of tourism (through destination brand positioning). This research, therefore, aims to reach a framework for a holistic tourism marketing effort for the region by focusing on how WBs should create a regional destination image for a stronger destination marketing in the future. As one of the pioneering research studies on the subject, the research holds an exploratory approach, and the research question is answered based on qualitative SWOT analysis data from experts in the region. Findings from the qualitative research point to strong tourism potential in the region, which supports a strong argument for a sustainable tourism agenda of the WBs. Interviewed experts considered the lack of big-branded hotels as a weakness, due to the low levels of accommodation capacities, while confirming a weak strategic positioning of the region as a unified whole. Other results demonstrate that the region can also offer unique agrotourism products. This study concludes with a proposed “Sustainability–SWOT-based Destination Branding Model” as a guide for future tourism development and promotion efforts.
{"title":"REGIONAL BRANDING OF WESTERN BALKANS THROUGH SUSTAINABLE TOURISM","authors":"Sonila Cela, Xhimi Hysa, T. Duman, Besjon Zenelaj","doi":"10.33776/et.v12i2.7079","DOIUrl":"https://doi.org/10.33776/et.v12i2.7079","url":null,"abstract":"Western Balkans (WB) is emerging from an unfortunate recent past which destroyed social structures and the uniform identity of the region. WBs is, historically, known as a region of diversity and impeccable natural beauty. Despite a visible need to take a holistic approach for WBs tourism marketing, a research-based strategy has yet to be defined and implemented for future action in the region. There are few current studies dealing with regional branding, brand identity and sustainable tourism in WB, and most of them do not offer a holistic approach in integrating the identification of tourism (through destination brand identity) and the promotion of tourism (through destination brand positioning). This research, therefore, aims to reach a framework for a holistic tourism marketing effort for the region by focusing on how WBs should create a regional destination image for a stronger destination marketing in the future. As one of the pioneering research studies on the subject, the research holds an exploratory approach, and the research question is answered based on qualitative SWOT analysis data from experts in the region. Findings from the qualitative research point to strong tourism potential in the region, which supports a strong argument for a sustainable tourism agenda of the WBs. Interviewed experts considered the lack of big-branded hotels as a weakness, due to the low levels of accommodation capacities, while confirming a weak strategic positioning of the region as a unified whole. Other results demonstrate that the region can also offer unique agrotourism products. This study concludes with a proposed “Sustainability–SWOT-based Destination Branding Model” as a guide for future tourism development and promotion efforts.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"12 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"73061364","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Book Review: Poverty and Development: Problems and Prospects","authors":"B. Paddison","doi":"10.33776/et.v12i2.7341","DOIUrl":"https://doi.org/10.33776/et.v12i2.7341","url":null,"abstract":"Book Review: \u0000Poverty and Development: Problems and Prospects, edited by Michal Apollo and Pahlaj Moolio eds., 2021, Channel View Publications.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"110 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"80616918","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Service innovation has become increasingly important in recent years due to the competitive advantage it provides to companies operating in the service industry. Therefore, it is necessary to understand the factors that affect service innovation. In the few studies conducted on different sectors, the relationship between co-production and IT and service innovation has been tried to be tested separately. In this study, the mediating role of coproduction in the effect of information technologies on service innovation in the tourism sector has been investigated. In this way, it will contribute to the literature by investigating the effect of IT (directly and indirectly) and co-production (directly) on service innovation in the tourism sector. In the study data collected from 222 hotel managers were firstly subjected to validity and reliability analysis. Then, mediation analysis was applied within the scope of hypothesis tests. According to the results obtained, coproduction has a mediating role in this relationship. In the study, it was concluded that the IT capabilities of the hotels enable them to create service innovations through production together with online travel agencies.
{"title":"THE MEDIATING ROLE OF CO-PRODUCTION IN THE RELATIONSHIP BETWEEN INFORMATION TECHNOLOGIES AND SERVICE INNOVATION","authors":"Erdinç Koç, Seda Isgüzar","doi":"10.33776/et.v12i2.6990","DOIUrl":"https://doi.org/10.33776/et.v12i2.6990","url":null,"abstract":"Service innovation has become increasingly important in recent years due to the competitive advantage it provides to companies operating in the service industry. Therefore, it is necessary to understand the factors that affect service innovation. In the few studies conducted on different sectors, the relationship between co-production and IT and service innovation has been tried to be tested separately. In this study, the mediating role of coproduction in the effect of information technologies on service innovation in the tourism sector has been investigated. In this way, it will contribute to the literature by investigating the effect of IT (directly and indirectly) and co-production (directly) on service innovation in the tourism sector. In the study data collected from 222 hotel managers were firstly subjected to validity and reliability analysis. Then, mediation analysis was applied within the scope of hypothesis tests. According to the results obtained, coproduction has a mediating role in this relationship. In the study, it was concluded that the IT capabilities of the hotels enable them to create service innovations through production together with online travel agencies.","PeriodicalId":37221,"journal":{"name":"Enlightening Tourism","volume":"24 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"85262516","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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