是什么推动了旅游业的社会共同创造?实证研究

IF 2.3 Q3 REGIONAL & URBAN PLANNING Foresight Pub Date : 2023-08-30 DOI:10.1108/fs-01-2023-0015
G. Taheri, F. Mohammadi, Mona Jami Pour
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引用次数: 0

摘要

目的随着行业竞争的加剧,企业必须采用以市场为导向的方法来获得竞争优势;企业在竞争激烈的市场中取得成功的方法之一是在客户的帮助下进行社会共创。尽管社交媒体在社交互动发展中的应用已经扩大,但很少有人关注用户如何在社交媒体上形成社交共创的概念。因此,本研究旨在探讨旅游网站中的人格特征和网站质量对社会共创的影响,以及信任的中介作用。设计/方法论/方法这项研究在目的上是实用的,在信息收集方面是一项描述性调查。研究统计人群是伊朗活跃旅游网站的所有用户。抽样方法为非概率抽样和可用抽样。问卷是根据Likert量表设计的,并在统计样本中以电子方式分发。在收集和审查问卷后,使用203份进行分析。本研究的数据分析方法为层次多元回归。研究结果表明,人格特征和网站质量与信任和社会共创相关。网站质量的维度,包括旅游网站的信息质量、系统质量和服务质量,对信任有相当大的积极影响。此外,除了外向性和神经质之外,人格特质的所有维度都对信任有相当大的积极影响。此外,信任与社会共同创造之间的相关性是正的。创意/价值根据对数字营销文献的回顾,一些研究人员考察了共同创作中的影响因素,但很少有研究表明这三个概念(个性特征、网站质量和信任)的互动如何增强共同创作。本研究为现有文献提供了实证证据,证明人格特征和网站质量如何通过中介信任的作用影响共同创作。
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What drives social co-creation in tourism? An empirical study
Purpose As competition in the industry intensifies, companies must use market-oriented approaches to gain competitive superiority; one of the approaches that can lead to the success of companies in the competitive market is to undertake social co-creation with the help of customers. Although the use of social media for the development of social interactions has expanded, very little attention has been paid to how the concept of social co-creation is formed on social media by users. Therefore, this study aims to investigate the effect of personality traits and website quality on social co-creation, with the mediating role of trust in tourism websites. Design/methodology/approach This research, in terms of purpose, is practical, and in terms of information collection, it is a descriptive survey. The research statistical population is all users of active tourism sites in Iran. The sampling method is non-probability and available sampling. The questionnaire was designed based on the Likert scale and was distributed electronically among the statistical sample. After collecting and reviewing the questionnaires, 203 were used for analysis. The data analysis method in this study is hierarchical multiple regression. Findings The results indicated that personality traits and website quality are correlated with trust and social co-creation. The dimensions of website quality, including quality of information, quality of system and quality of service on tourism websites, have considerable and positive effects on trust. Also, all dimensions of the personality traits, except extraversion and neuroticism, have a considerable and positive effect on trust. Moreover, the correlation between trust and social co-creation is positive. Originality/value According to the review of the digital marketing literature, some researchers examined the influential factors in co-creation, but there is little research about how the interaction of these three concepts (personality traits, website quality and trust) enhances co-creation. This study contributes to the existing literature with empirical evidence of how personality traits and website quality influence co-creation by mediating the role of trust.
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来源期刊
Foresight
Foresight REGIONAL & URBAN PLANNING-
CiteScore
5.10
自引率
5.00%
发文量
45
期刊介绍: ■Social, political and economic science ■Sustainable development ■Horizon scanning ■Scientific and Technological Change and its implications for society and policy ■Management of Uncertainty, Complexity and Risk ■Foresight methodology, tools and techniques
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