The antecedent and consequence behaviour of sustainable tourism: integrating the concepts of marketing strategy and destination image

被引：12

作者：

Liu, Chih-Hsing ^{[1
]}

Jiang, Jing-Feng ^{[2
]}

Gan, Bernard ^{[3
]}

机构：

[1] Natl Kaohsiung Univ Sci & Technol, Dept Tourism Management, 415 Chien Kung Rd, Kaohsiung 807, Taiwan

[2] Fuzhou Melbourne Polytech, Hospitality Management Dept, Minhou Cty, Peoples R China

[3] Griffith Univ, Griffith Business Sch, Dept Business Strategy & Innovat, Nathan, Qld, Australia

来源：

ASIA PACIFIC JOURNAL OF TOURISM RESEARCH | 2021年 / 26卷 / 08期

关键词：

Marketing strategy; destination image; travel behaviour; sustainable tourism; perceived risk; big data; WORD-OF-MOUTH; PERCEIVED RISK; SOCIAL MEDIA; INFORMATION-TECHNOLOGY; LOYALTY; INVOLVEMENT; MANAGEMENT; INTENTION; ROLES; COMMUNICATION;

D O I：

10.1080/10941665.2021.1908384

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Drawing on integrated concepts of marketing strategy and destination image, this study proposes and develops a model of antecedent and consequence behaviour for sustainable tourism. A survey of 505 tourists was conducted. In the antecedent model, perceived risk may indirectly affect travel behaviour through psychological involvement and destination image. In the consequence model, we found that marketing strategy was related to increased destination impression and thus enhanced sustainable tourism intention. Specifically, it is not surprising that in a big data environment, new technology sharing may also enhance the positive evaluation of destinations that encourage sustainable behaviour.

引用

页码：829 / 848

页数：20

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