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Nhan đề: Online Promotion and Its Influence on Destination Awareness and Loyalty in the Tourism Industry
Tác giả: Lai, Wen-Hsiang
Vinh, Nguyen Quang
Từ khoá: Online promotion
Destination awareness
Tourist satisfaction
Destination loyalty
Viet Nam Tourism Industry
Tùng thư/Số báo cáo: Advances in Management & Applied Economics;Volume 3, Issue 3, Page 15 -30, 2013
Tóm tắt: Internet is commonly accepted as an important aspect in successful tourism promotion as wellas destination marketing in this era. The main aim of this study is to explore how online promotion and its influence on destination awareness and loyalty in the tourismindustry. This study proposes a structural model of the relationships among online promotion (OP), destination awareness (DA), tourist satisfaction (TS) and destination loyalty (DL). Randomly-selected respondents from the population of international tourists departing from Vietnamese international airports were selected as the questionnaire samples in the study. Initially, the exploratory factor analysis (EFA) was performed to test the validity of constructs, and the confirmatory factor analysis (CFA), using AMOS, was used to test the significance of the proposed hypothesizes model. The results show that the relationships among OP, DA, TS and DLappear significant in this study. The result also indicates that online promotion could improve the destinationloyalty. Finally, the academic contribution, implications of the findings for tourism marketers and limitation are also discussed in this study.
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ISSN: 1792-7544
Appears in Collections:Economic development

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