A Decade of Customer Engagement Research in Hospitality and Tourism: A Systematic Review and Research Agenda

So, Kevin Kam Fung; Li, Xiang; Kim, Hyunsu

doi:10.1177/1096348019895562

Cited by 98 publications

(109 citation statements)

References 68 publications

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“…The significance of the engagement phenomenon is increasingly represented in hospitality/ tourism literature and continues to capture attention from both academics and industry professionals (So et al, 2016a, b), mainly due to its potential to influence consumer behaviour (Dwivedi, 2015). According to So et al (2020), investigating the role of engagement on tourist attitudes and experiences also contributes to a better understanding of tourist's postpurchase behaviours. Although the concept of engagement has gained much attention in the recent literature, much remains to be understood about the construct, which sometimes requires a context-specific approach (Chen and Rahman, 2018;Harrigan et al, 2018).…”

Section: Introductionmentioning

confidence: 99%

Unpacking the role of self-congruence, attendee engagement and emotional attachment in cultural events

Meeprom

Fakfare

2021

IJEFM

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PurposeThe purpose of this study is to explore the relationship between self-congruence and attendee engagement in explaining emotional attachment in the context of cultural events.Design/methodology/approachStructural equation modelling with partial least squares analysis has been applied. Data were collected from 421 respondents through an onsite survey during the Yi Peng and Loy Krathong festive week in Thailand.FindingsThe findings revealed that self-congruence (i.e. actual self-congruence and ideal self-congruence) has a positive influence on attendee engagement. When attendees' actual self and ideal self-match with the event image, they are more likely to actively engage in the event activities.Originality/valueThe findings offer insights into one type of events, the cultural event, which is a common event in Thailand. This study is also one among a handful works that investigates the moderating role of perceived crowding on the relationship between attendees' actual and ideal self-congruence and engagement with the event. Although the findings do not suggest a significant moderating effect, this study provides preliminary insight into how perceived crowding shapes the perception of tourists in a cultural event context.

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Section: Introductionmentioning

confidence: 99%

Unpacking the role of self-congruence, attendee engagement and emotional attachment in cultural events

Meeprom

Fakfare

2021

IJEFM

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“…2.4 Outcomes of parasocial relationships: customer engagement and brand loyalty Consumer engagement has received much attention from scholars in the marketing and hospitality and tourism literature over the past decade (So et al, 2020). Consumer engagement is considered the expanded domain of relationship marketing, as its conceptual development stems from the view of maximizing customer transactions by shifting to involving customers in co-creation and long-term relationships (Brodie et al, 2013).…”

Section: Content-related Factors: Utilitarian and Hedonic Benefitsmentioning

confidence: 99%

“…Although its specific measurements differ widely and consensus has not been reached, customer engagement is generally conceptualized in two ways (Rodgers and Thorson, 2018;So et al, 2020). One approach is to take a unidimensional behavioral focus, conceiving engagement as voluntary customer contribution of resources that benefits a brand or firm beyond a purchase.…”

Section: Content-related Factors: Utilitarian and Hedonic Benefitsmentioning

confidence: 99%

The role of parasocial relationship in social media marketing: testing a model among baby boomers

Zhong

Shapoval

Busser

2021

IJCHM

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Purpose This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive relationship development, the study identified two sets of brand actions as antecedents, namely, content-related (utilitarian and hedonic benefits) and interaction-related factors (perceived interactivity and openness). This study also investigated the subsequent impacts of parasocial relationships on customer engagement behaviors and brand loyalty. As baby boomers are an important but understudied consumer cohort in social media marketing, this study empirically tested the proposed model for this specific group. Design/methodology/approach A survey was conducted electronically with baby boomer consumers from the USA. The partial least squares analysis was used to test the model validity for this consumer group. Findings The results of this study showed that content-related factors had significant effects on the parasocial relationship, which, in turn, significantly influenced customer engagement and brand loyalty. Research limitations/implications This study responds to the recent calls from scholars on developing and expanding a nomological network of parasocial relationships to understand consumer-brand relationships in social media. By focusing on baby boomers, this study adds unique insights on understanding online relationships and engagement, specifically for this cohort. Future studies should expand the study by examining other generations, platform differences or using longitudinal methods. Practical implications This study informs hospitality marketers in the development and implementation of a successful Facebook relationship building campaign targeting baby boomers. Originality/value According to the authors’ knowledge, this is the first study known to have developed a coherent parasocial relationship model that combined content-related benefits, interaction-related factors, online engagement and brand loyalty. It also represents one of the few to examine how hospitality brands can build a parasocial relationship with baby boomers, an important but cohort, on social media and provide actionable insights to hospitality marketers for this generation.

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“…This feeling of self-efficacy among customers with the longest relationships to the firm makes them more inclined to increase their participation level in co-creation activities in response to the perceived benefits derived from numerous interactions with the service provider (Alves and Mainardes, 2017). In their study of co-creation in a service context, So et al (2020) confirm that a consumer with a high level of relational-motivational orientation (as is the case of very long-term customers) is more likely to use the close interpersonal relationships forged with the firm over the years to voluntarily provide comments and suggestions conducive to co-innovation and improvement of services. Customers with low relational-motivational orientation, or shorter-term customers, in contrast, will not build such close interpersonal relationships.…”

Section: Moderating Effect Of Customer Participation In the Loyalty Program And Duration Of The Relationshipmentioning

confidence: 99%

Value co-creation between consumers and distributors: the moderating effect of relationship characteristics

Villaseñor

Yagüe

2021

IJRDM

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PurposeAlthough value co-creation has been widely analyzed in digital contexts and various types of services (tourism, healthcare, etc.), it has received less study in the area of retail distribution. This study proposes that trust in the retailer and perceived support can encourage co-creation behavior on various levels: a basic level related to communication of service errors and a moderate-high level related to participation in service innovation. This study also proposes modeling for two different segments according to the participation in a loyalty program and according to the relationship duration.Design/methodology/approachA survey (N = 644) was used to test the model in the context of the consumer goods retail industry. Confirmatory factor analysis and multigroup structural equation modeling techniques were used to assess the proposed model.FindingsThe results show differences in the formation of co-creation behaviors depending on the customers analyzed. To encourage communication of service errors, customers affiliated to the program and customers with the longest customer-firm relationships must trust the distributor. Perceived support is crucial in encouraging feedback on service errors among non-affiliated and new customers. For promoting service innovation, the most significant antecedent is perceived support, followed by trust, independently of whether or not the customer belongs to the loyalty program. Customers with the longest relationship participate in co-innovation motivated equally by trust and perceived support. Customers with shorter relationship duration only participate in co-innovation if they perceived support.Originality/valueThis study contributes to deepening knowledge of co-creation behavior in the field of retail distribution. To date, research in this context has not considered the existence of various levels of co-creation: the basic level related to feedback on service errors and the moderate/high level related to participation in service co-innovation. Nor have studies tested the influence of trust and perceived support on these co-creation behaviors. Further, this study is the first study to integrate two significant variables that moderate retailers' strategy in the same model: membership in a loyalty program and duration of customer-firm relationship.

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A Decade of Customer Engagement Research in Hospitality and Tourism: A Systematic Review and Research Agenda

Cited by 98 publications

References 68 publications

Unpacking the role of self-congruence, attendee engagement and emotional attachment in cultural events

Unpacking the role of self-congruence, attendee engagement and emotional attachment in cultural events

The role of parasocial relationship in social media marketing: testing a model among baby boomers

Value co-creation between consumers and distributors: the moderating effect of relationship characteristics

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