Turistički doživljaj Dorčić, Jelena
Zbornik Veleučilišta u Rijeci,
2024, Letnik:
12, Številka:
1
Journal Article, Paper
Recenzirano
Odprti dostop
U posljednjih nekoliko godina brze tehnološke promjene i globalna pandemija COVID-19 značajno su transformirale turizam. Pružatelji turističkih usluga i doživljaja prilagodili su svoje ponude ...širenjem fizičkih doživljaja u digitalna i virtualna okruženja. Sve više se spominje metaverzum kao najnovija disruptivna tehnologija koja će omogućiti imerzivne turističke doživljaje istovremeno u virtualnom i fizičkom okruženju. Svrha ovog rada je pružati sustavni pregled empirijskih istraživanja o turističkom doživljaju na temelju 261 rada objavljenog u 6 vodećih časopisa iz područja turizma u periodu između 2019. do 2023. godine. Koristeći se bazom podataka Web of Science znanstveni radovi na temu turističkog doživljaja su izdvojeni i analizirani bibliometrijskom analizom i analizom sadržaja. Poseban fokus tematske analize radova bio je stavljen na prikaz razlika u konceptualizaciji i mjerenju turističkog doživljaja u fizičkom i virtualnom okruženju. Rezultati ovog istraživanja pružaju sveobuhvatni uvid u dosadašnja istraživanja turističkog doživljaja te daju smjernice za buduća istraživanja.
In recent years, rapid technological changes and the global COVID-19 pandemic have significantly transformed tourism. Providers of tourism services and experiences have adapted their offerings by expanding physical experiences into digital and virtual environments. The metaverse is increasingly mentioned as the latest disruptive technology that will enable immersive tourism experiences simultaneously in virtual and physical environments. The purpose of this study is to provide a systematic review of empirical research on tourism experience based on 261 papers published in 6 leading tourism journals between 2019 and 2023. Using the Web of Science database, papers on the topic of tourism experience were selected and analysed through bibliometric analysis and content analysis. Special focus of the thematic analysis was placed on highlighting differences in the conceptualization and measurement of tourism experience in physical and virtual environments. The results of this study provide a comprehensive insight into previous research on tourism experience and provide guidelines for future research.
(2017) stated that researchers could use the stimulus-organismresponse model (S-O-R) to better predict and explain the intentions of online shopping. ...based on the relevant literature on tourism ...and consumer behaviour, this study proposes a conceptual model based on the S-O-R paradigm (Mehrabian & Russell, 1974) to measure the influence of website quality on the online customer experience and future booking intentions. ...the sample of the empirical study consisted of 547 respondents, which corresponds to a response rate of 14.15%. The results of the bivariate statistical analysis show that only three out of twenty-three variables of the website quality construct differ statistically and significantly in the average scores between the two independent samples. Since the scores of the majority of the tested website quality variables are not statistically and significantly different, the H1a hypothesis was not confirmed. Furthermore, for all the constructs measured, except for affective online experience (H1c), there are no statistically significant differences in the average scores between the two independent samples. ...the hypotheses H1b and H1d could not be confirmed.
PurposeThe purpose of this study is to examine how hotel brands communicate on social media before and during the pandemic coronavirus disease 2019 (COVID-19) in relation to the tourism ...season.Design/methodology/approachTo gain insights into the communication of Italian hotel brands on social media, this study applies a qualitative methodology. Using the text mining technique, topic modelling was conducted on a sample of 5,032 posts from Italian 5-star hotel brands shared on the hotels' official Facebook pages.FindingsThe results show that hotel brands used essentially the same communication strategy in the tourism seasons before and after the pandemic outbreak, but with a particular focus on trust, safety and cordiality during the pandemic. Hotel brands focussed intensively on brand awareness, customer engagement and special activities that promote memorable and authentic experiences as well as luxury service quality.Originality/valueThis study contributes to the theoretical and empirical sense by bridging the concepts of tourism and hospitality, social media and corporate communication.
While social media have become a daily routine in modern society, brand communication and engagement with customers have become essential elements of marketing strategy and success in the tourism and ...hotel industry. This revolution of social media, in tourism and hospitality marketing, contributed to the rise of a novel sentiment analysis from a machine learning and natural language processing point of view. The purpose of the study is: to provide a general descriptive overview of comments posted by Facebook page followers; to identify specific textual
attributes of hotel brand posts on social media and to apply the sentiment analysis to Facebook comments from four- and five-star hotel brands in Croatia to identify and compare customers’ feelings and attitudes towards the staff, services and products that hotel brands promote by posting messages on Facebook pages. To analyse hotel brand sentiments, the authors collected a total of 4,248 comments and 2,373 postings in English, German and Italian. The results showed that the comments on four- and five-star hotel brands expressed predominantly positive sentiments. Despite the positively oriented sentiments in the comments, Facebook page followers are predominantly passive users and do
not tend to comment actively. The results can be used by marketers in the tourism and hospitality industry to plan their future social media communication strategies.
Iako su društveni mediji postali svakodnevica u modernom društvu, brend komuniciranje i uključenost potrošača postali su ključni elementi marketinške strategije i uspjeha u sektoru turizma i ugostiteljstva. Revolucija društvenih medija, u marketingu, turizmu i ugostiteljstvu, pridonijela je razvoju sentimentalne analize sa stajališta strojnog učenja i obrade prirodnog jezika. Svrha ovog rada je: pružiti opći deskriptivni pregled komentara objavljenih od strane pratitelja Facebook stranice; identificirati specifične tekstualne karatkeristike objava hotelskih brendova na Facebook društvenoj mreži i primijeniti sentimentalnu analizu nad Facebook komentarima hotelskih brendova s četiri i pet zvjezdica u Hrvatskoj kako bi se identificirali i usporedili osjećaji, mišljenja i stavovi kupaca prema osoblju, uslugama i proizvodima koje hotelski brendovi promoviraju objavljivanjem poruka na Facebook stranicama. Da bi se analizirali sentimenti komentara pratitelja hotelskih brendova na Facebook društvenoj mreži, autori su prikupili ukupno 4.248 komentara i 2.373 objave na engleskom, njemačkom i talijanskom jeziku. Rezultati su pokazali da su komentari na stranicama hotelskih brendova imali pretežno pozitivan sentiment. Unatoč pozitivno orijentiranim osjećajima u komentarima, pratitelji Facebook stranica su uglavnom pasivni korisnici i ne sudjeluju aktivno u komentiraju objava. Rezultati mogu koristiti marketinškim stručnjacima u turizmu i ugostiteljstvu za planiranje budućih strategija komunikacije putem društvenih media.
Purpose
The popularity of mobile technologies and applications is constantly growing and undoubtedly changing consumers’ and providers’ behavior. The purpose of this study is to provide a ...comprehensive systematic literature review of academic research related to mobile technologies and applications in smart tourism published between 2012 and June 2017.
Design/methodology/approach
Published peer-reviewed articles were gathered from the three largest and most popular online databases and search engines – EBSCO host, Science Direct and Google Scholar and ENTER conference proceedings. Based on a keyword-driven search and content analysis, 126 articles were determined to be relevant to this study.
Findings
Selected publications were analyzed in accordance with the proposed research questions and thematically classified into three main categories: consumer perspective, technological perspective and provider perspective. The findings contribute to a better overall understanding of recent research into mobile technologies and applications in smart tourism by presenting the main results, methods, trends and other insights of relevant publications.
Research limitations/implications
Although the researchers used two databases, one search engine and ENTER conference proceedings to collect articles, there is the possibility that some studies connected to the topic were not included. The study did not include books, other conference proceedings, literature reviews, theses, business reports and other possibly relevant publications.
Originality/value
This study provides a systematic review of the most recent published academic research (2012-June 2017; also including “Online First” articles) on mobile technologies and applications in smart tourism. The results of this study provide an agenda for future research in tourism and hospitality industry by identifying major trends and developments in smart tourism.
Purpose
Over the last twenty years, information and communication technologies have completely changed the way hotel companies do business and the behaviour of tourists. The Internet has become the ...most important sales channel in the hotel industry, and tourists have become "experts" in searching, communicating and buying tourism products and services. The importance of understanding the online tourists' behaviour is extremely important for hotel companies, travel agencies, tourist destinations, but also for other stakeholders in the tourism sector. Online tourist behaviour is an extremely complex research area in which both the tourists and the environment itself are changing extremely rapidly. A number of interrelated factors influence the online tourist behaviour. Online reservations are one of the fastest growing segments of online sales. The two main channels of online hotel sales are online travel agencies (OTA) and directly
through hotel websites. Over the last decade, these two distribution channels have been fighting for market share and despite all the efforts of hotel companies to increase direct bookings, OTA still holds a dominant position in the market. The reason for this may be that OTA invests considerable resources in managing and improving the online customer experience, while hotels use their websites primarily to present hotel content and information. A comprehensive literature review has revealed a lack of studies investigating the relationship between website quality, online customer experience and booking intentions, which are the main research concepts of this doctoral thesis. The main objectives of the doctoral thesis are: to examine the existing theoretical knowledge in the field of the observed research concepts, to develop a conceptual model to measure the influence of website quality on online experience and booking intentions, to investigate the reliability and validity of the model on two independent samples, and to test the proposed hypotheses. Existing studies have largely concentrated on examining customers' online travel purchases based on theories and models that use a cognitive approach to predict customer behaviour (such as the Technology Acceptance Model, the Theory of Reasoned Action, the Theory of Planned Behaviour). These have often been criticised for not providing sufficient theoretical support to explain the affective side of customer behaviour. Recently, Moon et al. (2017) stated that researchers could use the stimulus-organismresponse model (S-O-R) to better predict and explain the intentions of online shopping. Therefore, based on the relevant literature on tourism and consumer behaviour, this study proposes a conceptual model based on the S-O-R paradigm (Mehrabian & Russell, 1974) to measure the influence of website quality on the online customer experience and future booking intentions. The stimulus in the proposed conceptual model is the website quality. The model proposes that website quality will positively and significantly influence the cognitive and affective online customer experience (organism), which will ultimately have a positive and significant impact on future booking intentions.
Methodology
In order to test the proposed research hypotheses, an empirical study based on primary data was conducted using the online survey method. The questionnaire was based on a comprehensive review of previous research on website quality, online customer experience and behavioural intentions. The questionnaire was designed in English, Croatian, German and Italian language. In order to check the content validity, clarity and comprehensibility of the questionnaire as well as to determine the exact time needed to complete it, a pre-test of the questionnaire was conducted on a sample of six members of the academic and four members of the non-academic community. The open source application 1ka (http://english.1ka.si/) was used to create the questionnaire and conduct the research. A convenience sample was used, but in order to reach a larger number of respondents, a snowball sampling was also applied, where the contacted respondents were asked to forward the e-mail to friends and acquaintances to fill out the questionnaire. In addition, links to the survey were posted on social networks and professional research groups, as well as on websites specializing in online research. The survey was conducted from mid-April to the end of September 2018. During this period, 3869 respondents approached the questionnaire, while 833 respondents completed the questionnaire. With screening question whether they had booked hotel accommodation online in the last 12 months, 159 questionnaires were excluded from further analysis. When the database was checked, 127 questionnaires were identified with more than 15% of the missing values, and according to the recommendation of Hair et al. (2017), such questionnaires are not be included in the further analysis. Finally, the sample of the empirical study consisted of 547 respondents, which corresponds to a response rate of 14.15%. An empirical analysis was carried out using univariate (average scores, coefficient of skewness and kurtosis for all variables), bivariate (Mann-Whitney U test) and multivariate (partial least squares structural equation modelling method; PLS-SEM) nonparametric statistical methods.
Findings
In the sample, 381 (69.65 %) of the respondents made their last reservation through the OTA website, while 166 (30.68 %) of them made a reservation through the hotel's website. The clear disparity between the two samples confirms the results of previous research that tourists prefer OTA websites when booking accommodation. Women are significantly more represented in both samples and the most represented age group is between 23 and 33 years. Respondents are highly educated and come from 53 countries around the world. Although 42% of respondents are from Croatia, most foreign respondents are from the UK, the Netherlands and Serbia. From the sociodemographic characteristics studied, it can be concluded that there are similarities between the two samples. The results of the research showed that when looking for information about the hotel, the respondents mostly use the websites through which they made the reservation. Most of the respondents made their last reservation for a holiday abroad. More than half of the respondents stated that they spent 3-6 nights in a hotel and mostly booked 4-star hotels. The results of the descriptive statistical analysis show that in both samples the respondents rated all characteristics of website quality (system quality, information quality, service quality and hedonic quality), constructs of cognitive online experience, affective online experience and behavioural intentions with relatively high marks. Respondents who booked through the OTA website mostly agree that the website provides secure transactions (𝑥̅=6.17), that they received exactly what they booked through the website (𝑥̅=6.04) and that the information on the website is clear (𝑥̅=6.03), useful (𝑥̅=5.99) and complete (𝑥̅=5.99). Respondents who have made a reservation through the hotel website mostly agree that the information on the website is up-to-date (𝑥̅=6.05), accurate (𝑥̅=6.05), complete (𝑥̅=5.90), and useful (𝑥̅=5.89), and that the website provides secure transactions (𝑥̅=6.01). Regarding the construct cognitive online experience, respondents generally agree that they controlled activity while on the site (OTA sample 𝑥̅=5.56; hotel sample 𝑥̅=5.58) and they were able to communicate with the website (OTA sample 𝑥̅=5.56; hotel sample 𝑥̅=5.42). The lowest degree of agreement was expressed for thinking about other things while using the website (OTA sample 𝑥̅=3.72; hotel sample 𝑥̅=3.71) and that the website aroused the imagination (OTA sample 𝑥̅=4.10, hotel sample 𝑥̅=3.92). In both samples, respondents mostly agreed that a visit to the website was interesting (OTA sample 𝑥̅=4.72; hotel sample 𝑥̅=4.43), while the least agreement was expressed that the website was fun to visit (OTA sample 𝑥̅=4.45; hotel sample 𝑥̅=4.23). The average scores for future behavioural intentions in both samples are high, suggesting that they will book hotel accommodation through this website in the near future, that they will consider this website if they need to book hotel accommodation, and that they have a high desire to book hotel accommodation through this website in the future. The results of the bivariate statistical analysis show that only three out of twenty-three variables of the website quality construct differ statistically and significantly in the average scores between the two independent samples. Since the scores of the majority of the tested website quality variables are not statistically and significantly different, the H1a hypothesis was not confirmed. Furthermore, for all the constructs measured, except for affective online experience (H1c), there are no statistically significant differences in the average scores between the two independent samples. Therefore, the hypotheses H1b and H1d could not be confirmed. PLS-SEM was subsequently conducted to assess the validity and reliability of the data and to empirically test the hypothesized relationships between the constructs. Based on the analysed criteria, the reliability and validity of the measurement (external) model was determined. The results confirmed the hypotheses (H2a and H2b) in both structural models that the website quality is a multidimensional higher order construct. In order to evaluate the predictive power of the structural models, coefficients of determination (R2) of endogenous constructs were calculated. From the R2 values it can be concluded that in the OTA sample 60.8% of the variance of the cognitive online experience, 22.7% of the affective online experience and 16.3% of the behavioural intentions were explained. In the hotel sample, the calculated coeffic
Uvod: Pojavom epidemije bolesti COVID-19 ljekarne su se susrele s dosad nezabilježenom potražnjom za dezinficijensima, antisepticima te zaštitnim maskama. Ljudi su u većoj mjeri počeli odlaziti u ...ljekarne, koje su se morale od početka epidemije strogo pridržavati mjera sigurnosti. Uloga ljekarnika u navedenim okolnostima postala je još važnija.
Cilj i metode: Cilj ovog rada bio je istražiti i analizirati stavove klijenata ljekarni o kvaliteti usluge, analizirati njihovo sveukupno zadovoljstvo te ispitati razinu straha od bolesti COVID-19. U tu svrhu na temelju relevantne znanstvene literature kreiran je upitnik koji je distribuiran putem interneta. U mjerenju kvalitete usluge ljekarnika primijenjen je modificirani mjerni instrument SERVQUAL. Istraživanje je provedeno na uzorku od 203 klijenata ljekarni.
Rezultati: Rezultatima provedenoga empirijskog istraživanja utvrđeno je da ispitanici posjeduju visoka očekivanja o kvaliteti usluga ljekarnika (3,93). Ukupna percepcija ispitanika pružene usluge ljekarnika iznosi 3,54, što ukazuje na činjenicu da je prisutan negativan SERVQUAL jaz između percepcije i očekivanja ispitanika (–0,39). Negativan jaz bio je najveći pri ocjeni varijable „Ljekarnik bi me trebao uputiti što učiniti ako propustim dozu lijeka”(–1,60), a najveći pozitivan jaz pri vrednovanju varijable „Ljekarnik je riješio sve zdravstvene probleme koje sam očekivao” (+0,82). Ispitanici su bili zadovoljni ukupnom pruženom uslugom ljekarnika (4,53) te su prilikom posjeta ljekarni osjećali srednju razinu straha od bolesti COVID-19 (3,03).
Zaključak: Istraživanje zadovoljstva klijenata pruženom uslugom ljekarnika od krucijalnog je značaja za poboljšanja i unaprjeđenja postojeće kvalitete usluge ljekarnika. Istraživanje je pokazalo da je SERVQUAL prikladan mjerni instrument za mjerenje razlike u očekivanjima i percepciji klijenata o kvaliteti usluga ljekarnika.
Iako su društveni mediji postali svakodnevica u modernom društvu, brend komuniciranje i uključenost
potrošača postali su ključni elementi marketinške strategije i uspjeha u sektoru turizma i ...ugostiteljstva.
Revolucija društvenih medija, u marketingu, turizmu i ugostiteljstvu, pridonijela je razvoju sentimentalne
analize sa stajališta strojnog učenja i obrade prirodnog jezika. Svrha ovog rada je: pružiti opći
deskriptivni pregled komentara objavljenih od strane pratitelja Facebook stranice; identificirati
specifične tekstualne karatkeristike objava hotelskih brendova na Facebook društvenoj mreži i primijeniti
sentimentalnu analizu nad Facebook komentarima hotelskih brendova s četiri i pet zvjezdica u Hrvatskoj
kako bi se identificirali i usporedili osjećaji, mišljenja i stavovi kupaca prema osoblju, uslugama i
proizvodima koje hotelski brendovi promoviraju objavljivanjem poruka na Facebook stranicama. Da bi se
analizirali sentimenti komentara pratitelja hotelskih brendova na Facebook društvenoj mreži, autori su
prikupili ukupno 4.248 komentara i 2.373 objave na engleskom, njemačkom i talijanskom jeziku. Rezultati
su pokazali da su komentari na stranicama hotelskih brendova imali pretežno pozitivan sentiment.
Unatoč pozitivno orijentiranim osjećajima u komentarima, pratitelji Facebook stranica su uglavnom pasivni
korisnici i ne sudjeluju aktivno u komentiraju objava. Rezultati mogu koristiti marketinškim stručnjacima
u turizmu i ugostiteljstvu za planiranje budućih strategija komunikacije putem društvenih media.
Online public opinions, using various forms of social media, create huge challenges for the tourism industry. Significant theoretical findings are found concerning the impact of online reputation on ...tourism destination competitiveness. Theoretical and empirical studies have shown that online reviews and subjective experiences of travelers who have visited a specific tourist destination substantially affect visits to a destination. The purpose of this paper is to explore the concept of tourism destination competitiveness and online reputation. Findings of this study are based on the development of the scientific thought of the concepts of online reputation and tourism destination competitiveness. An analysis of journals and articles published in leading tourism and hospitality journals searched by using the keywords "competitiveness" and "reputation" showed that only 14 full-length articles on "reputation" were found relevant to the review. In terms of "competitiveness", a total of 87 full-length articles related to tourism and hospitality were found in the main academic search database. The paper contributes to the existing literature of tourism destination competitiveness and online reputation with its theoretical presentation. It is expected that this research will make an important contribution by identifying research gaps and providing challenging directions for future research.
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