گردشگری و توسعه

گردشگری و توسعه

تحلیل تأثیر ویژگی‌های شبکۀ اجتماعی در تصویر مقصد در بین گردشگران داخلی و خارجی اصفهان

نوع مقاله : مقاله پژوهشی

نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی- بازاریابی، دانشکدۀ علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
2 دانشیار گروه مدیریت، دانشکدۀ علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران
3 دانشیار گروه مدیریت، دانشکدۀ علوم اداری و اقتصاد، دانشگاه اصفهان، اصفهان، ایران.
10.22034/jtd.2025.477922.2963
چکیده
امروزه با رشد صنعت گردشگری رقابت بین مقاصد گردشگری در برندسازی و ایجاد تصویر مثبت برای جذب گردشگر افزایش یافته ‌است. هدف از این پژوهش تحلیل تأثیر ویژگی‌های شبکۀ اجتماعی در تصویر مقصد در بین گردشگران داخلی و خارجی اصفهان است. جامعۀ آماری پژوهش نامحدود و دربردارندۀ گردشگران داخلی و خارجی بازدیدکننده از اصفهان در بازۀ زمانی اسفند 1403 تا اردیبهشت 1403 بوده است. براساس فرمول معادلات ساختاری، حداقل و حداکثر تعداد نمونه مشخص شده و درنهایت 206 پرسش‌نامه تحلیل شد. داده‌های پژوهش از طریق پرسش‌نامه به زبان‌های فارسی، انگلیسی و عربی جمع‌آوری شد. پایایی کل پرسش‌نامه در مرحلۀ پیش‌آزمایش از 7/0 بیشتر بود. داده‌ها از طریق نرم‌افزارهای اس‌پی‌اس‌اس24 و اسمارت‌پی‌ال‌اس 0/4 تجزیه ‌و تحلیل شد. یافته‌ها نشان می‌دهد که ویژگی‌های شبکه‌های اجتماعی (تعامل با ضریب مسیر 438/0، مقرون‌به‌صرفه بودن با ضریب مسیر 364/0، ویروسی بودن با ضریب مسیر 425/0، تولید محتوا توسط کاربران با ضریب مسیر 234/0 و بازاریابی افراد تأثیرگذار شبکه‌های اجتماعی با ضریب مسیر 606/0) در تصویر مقصد به‌عنوان یکی از ابعاد مهم برندسازی مقاصد گردشگری تأثیر مثبت و معنی‌داری دارند. نتایج این پژوهش به شرکت‌های فعال در برندسازی مقاصد گردشگری ازجمله سازمان‌های مدیریت مقصد کمک می‌کند تا با استفاده از ظرفیت‌های افراد تأثیرگذار، تعاملی بودن، ویروسی بودن و تشویق کاربران به تولید محتوای جذاب در شبکه‌های اجتماعی تصویر مجازی مثبتی از مقاصد ناشناخته و کمتر دیده‌شده را در بین گردشگران بالقوه پیش از سفر ایجاد و تقویت کنند.
کلیدواژه‌ها

عنوان مقاله English

Analyzing the effect of social media characteristics on the destination image among domestics and foreign tourist in Isfahan

نویسندگان English

Asgar Alizadeh 1
Azarnoush Ansari 2
َAli Kazemi 3
1 PhD in Business Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
2 Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran
3 Associate Professor, Department of Management, Faculty of Administrative Sciences and Economics, University of Isfahan, Isfahan, Iran.
چکیده English

The positive image of a country has an impact on the perception, belief, attitude and motivation of tourists; by facilitating effective destination marketing, it leads to an increase in visits and attracting tourists. The objective of this research is to analyze the impact of social network features on the destination image among domestic and foreign tourists of Isfahan-Iran. The statistical population of the research is domestic and foreign tourists visiting Isfahan in the period of April 1403 to July 1403, and their number is unlimited. Based on the formula of structural equations, the minimum and maximum number of samples was determined and finally 206 questionnaires were analyzed. Research data were collected through questionnaires in Persian, English and Arabic languages. The reliability of the whole questionnaire was higher than 0.7 in the pre-test stage. Data analysis was done by SPSS24 software and Smart PLS4.0 software. The findings showed the features and characteristics of social networks (interaction with path coefficient of 0.438, cost-effectiveness with path coefficient of 0.364, virality with path coefficient of 0.425, user-generated content (UGC) with path coefficient of 0.234 and influencer marketing of social medias with the path coefficient of 0.606) have a positive and significant impact on the destination image as one of the important aspects of tourism destination branding. The results of this research are applicable to companies active in tourism destinations branding, such as destination management organizations; they can use the capacities of social networks to strengthen the image of unknown and less-seen destinations among tourists.

کلیدواژه‌ها English

Destination image
Destination branding
Content attractiveness
Interaction
Viral
Influencer marketing
توسلی‌آرا، فائزه، طلیسچی، غلامرضا، موسوی، سید جلیل و رضائی، ناصر (1401). نقش بازنمایی مکان در رسانه‌های برخط بر شکل‌گیری تصویر ذهنی اقامت‌گاه‌های سنتی (مطالعۀ موردی: اقامت‌گاه‌های کاشان به شیوۀ نظریۀ زمینه‌ای). گردشگری و توسعه، 11(2), 99-114. https://doi.org/ 10.22034/jtd.2021.262462.2209
صفازاده اول، زهرا. روستا، علیرضا و جمشیدی، داریوش (1401). تبیین ابعاد و مؤلفه‌‏های مؤثر در تصویر مقصد گردشگری با تأکید بر زیرساخت‌‏های گردشگری (مطالعۀ موردی: جزیرۀ کیش). گردشگری و توسعه، 11(2)، 167-182. https://doi.org/10.22034/jtd.2021.264890.2224
طبائیان، ریحانه‌السادات، محمدشفیعی، مجید و انصاری، آذرنوش (1402). طراحی الگوی بازی‌پردازی در کیفیت خدمات آنلاین و تأثیرات آن بر رفتارهای مشتری در صنعت خرده‌فروشی آنلای. نشریه علمی راهبردهای بازرگانی. 29(19)، 195-213.. https://doi.org/10.22070/cs.2024.18278.1345
فخری‌پور محمدی، افسانه، شماعی، علی، پریزادی، طاهر و ساسان‌پور، فرزانه (1402). تحلیل تصویر ذهنی گردشگران با تأکید بر گردشگری خلاق (موردمطالعه: منطقۀ 12 تهران). گردشگری و توسعه، 12(1)، 325-343. https://doi.org/10.22034/jtd.2022.309566.2476
همتیان، مهدی، سلیمانی، مریم، و شفیعی، ساناز (1403). عوامل مؤثر در وفاداری ارادی گردشگر به مقصد گردشگری (مطالعه موردی: سازمان عمران زاینده‌رود). گردشگری و توسعه، 13(1)، 161- 177. https://doi.org/10.22034/jtd.2023.407151.2798
Agyapong, E., & Yuan, J. (2022). Social media impact on tourism destination decision: Evidence from international students in China. Open Journal of Applied Sciences12(12), 2055-2080. http://doi.org/10.4236/ojapps.2022.1212143  
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy31(3), 355-374. https://doi.org/10.1108/RIBS-07-2020-0089
Al-Tamimi, N., Amin, A., & Zarrinabadi, N. (2023). Qatar’s Nation Branding and Soft Power: Exploring the Effects on National Identity and International Stance (p. 92). Springer Nature. https://doi.org/10.1007/978-3-031-24651-7
Baloglu, S., & McCleary, K. W. (1999). A model of destination image formation. Annals of tourism research26(4), 868-897. https://doi.org/10.1016/S0160-7383(99)00030-4
Bayer, J. B., Triệu, P., & Ellison, N. B. (2020). Social media elements, ecologies, and effects. Annual review of psychology, 71(1), 471-497. https://doi.org/10.1146/annurev-psych-010419-050944
Çakirkaya, M., & Aytaç Afşar, Ö. (2024). Bibliometric and content analysis of viral marketing in marketing literature. Cogent Business & Management, 11(1), 2364847. https://doi.org/10.1080/23311975.2024.2364847
Chin, W. W. (1998). Commentary: Issues and Opinion on Structural Equation Modeling. MIS Quarterly, 22(1), vii–xvi. http://www.jstor.org/stable/249674
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika16(3), 297-334. https://doi.org/10.1007/BF02310555
Das, P. (2022). A prospective venue for Marketing is Social Media Marketing. Research Review International Journal of Multidisciplinary7(10), 07-23. https:// https://doi.org/10.31305/rrijm.2022.v07.i10.002
Dedeoğlu, B. B., Van Niekerk, M., Küçükergin, K. G., De Martino, M., & Okumuş, F. (2020). Effect of social media sharing on destination brand awareness and destination quality. Journal of Vacation Marketing26(1), 33-56. https:// https://doi.org/10.1177/1356766719858644
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public relations review, 45(3), 101765. https://doi.org/10.1016/j.pubrev.2019.03.002  
Elgammal, I., & Majeed, S. (2024). Social Media Influencer, Sustainability Communication, and Consumer-Brand Relationship: An Information Quality Perspective for Sustainable Destination Brand Marketing. In Consumer Brand Relationships in Tourism: An International Perspective (pp. 141-158). Cham: Springer Nature Switzerland. https:// https://doi.org/10.1007/978-3-031-59535-6_8
Fakhreddin, F., & Foroudi, P. (2022). Instagram influencers: The role of opinion leadership in consumers’ purchase behavior. Journal of Promotion Management, 28(6), 795-825. https:// https://doi.org/10.1080/10496491.2021.2015515
Fakhripour Mohammadi, A., Shamai, A., Parizadi, T., & Sasan‌Pour, F. (2023). Analysis of tourists' mental image with emphasis on creative tourism (Case study: District 12 of Tehran). Journal of Tourism and Development, 12(1), 325-343. https://doi.org/10.22034/jtd.2022.309566.2476  [In Persian]
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research18(1), 39-50. https://doi.org/10.2307/3151312
Gallegos, J. A. (2021). What is user generated content: The complete guide to UGC. TINT Blog. https://www.tintup.com/blog/user-generated-content-definition/..
Guerreiro, M., Pinto, P., Ramos, C. M., Matos, N., Golestaneh, H., Sequeira, B., Pereira, L. N., Agapito, D., Martins, R., & Wijkesjö, M. (2024). The online destination image as portrayed by the user-generated content on social media and its impact on tourists’ engagement. Tourism & Management Studies, 20(4), 1-15. https://doi.org/10.18089/tms.20240401
Hadianfar, N. (2021). Impact of social media marketing on consumer-based brand equity for tourism destination: Evidence from Isfahan, Iran. International Journal of Digital Content Management2(2), 149-170. https://doi.org/10.22054/dcm.2021.58172.1022
Hanna, S., Rowley, J., & Keegan, B. (2021). Place and destination branding: A review and conceptual mapping of the domain. European Management Review, 18(2), 105-117. https://doi.org/10.1111/emre.12433
Hamtian, M., Soleimeni, M., & Shafiee, S. (2024). Factors Affecting Tourists' Intentional Loyalty to a Tourism Destination (Case Study: Zayandeh-Rood Development Organization). Journal of Tourism and Development, 13(1), 161-177. https://doi.org/10.22034/jtd.2023.407151.2798  [In Persian]
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Group Publishing Limited. https://doi.org/10.1108/S1474-7979(2009)0000020014
Huerta-Álvarez, R., Cambra-Fierro, J. J., & Fuentes-Blasco, M. (2020). The interplay between social media communication, brand equity and brand engagement in tourist destinations: An analysis in an emerging economy. Journal of Destination Marketing & Management16, 100413. https://doi.org/10.1016/j.jdmm.2020.100413
Jiménez-Barreto, J., Rubio, N., Campo, S., & Molinillo, S. (2020). Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination. Tourism Management, 79, 104101. https://doi.org/10.1016/j.tourman.2020.104101
Jukić, D. (2023). Beyond brand image: A neuromarketing perspective. Communication today, 14(1), 22-38. https://doi.org/10.34135/communicationtoday.2023.Vol.14.No.1.2
Kálmán, B. G., & Grotte, J. K. (2023). The Impact of Travel and Tourism Sustainability on a Country’s Image and as the Most Important Factor in the Global Competitive Index: Building Brands Based on Fogel, Schultz, and Schumpeter. Sustainability, 15(22), 15797. https://doi.org/10.3390/su152215797
Khodadadi, M. (2019). Challenges of branding Iran: Perspectives of Iranian tourism suppliers. Tourism Planning & Development, 16(1), 112-117. https://doi.org/10.1080/21568316.2017.1415957
Kim, H., & Chen, J. S. (2016). Destination image formation process: A holistic model. Journal of Vacation Marketing22(2), 154-166. https://doi.org/10.1177/1356766715591870
Kladou, S., Rigopoulou, I., Kavaratzis, M., & Salonika, E. (2022). A memorable tourism experience and its effect on country image. Anatolia, 33(3), 439-450. https://doi.org/10.1080/13032917.2021.1964552
Kross, E., Verduyn, P., Sheppes, G., Costello, C. K., Jonides, J., & Ybarra, O. (2021). Social media and well-being: Pitfalls, progress, and next steps. Trends in cognitive sciences, 25(1), 55-66. https://doi.org/10.1016/j.tics.2020.10.005
Lin, Z., & Rasoolimanesh, S. M. (2024). Sharing tourism experiences in social media: a systematic review. Anatolia, 35(1), 67-81. https://doi.org/10.1080/13032917.2022.2120029
Liodrà-Riera, I., Martínez-Ruiz, M. P., Jiménez-Zarco, A. I., & Izquierdo-Yusta, A. (2015). A multidimensional analysis of the information sources construct and its relevance for destination image formation. Tourism management48, 319-328. https://doi.org/ 10.1016/j.tourman.2014.11.012  
Liu, J., Wang, C., & Zhang, T. C. (2024). Exploring social media affordances in tourist destination image formation: A study on China’s rural tourism destination. Tourism Management, 101, 104843. https://doi.org/10.1016/j.tourman.2023.104843
Luca, M. (2015). User-generated content and social media. In Handbook of media Economics (Vol. 1, pp. 563-592). North-Holland. http://dx.doi.org/10.2139/ssrn.2549198
Ly, B. (2020) Effect of Social Media in Tourism (Case in Cambodia). J. Tourism Hospit., 9, 424. https://doi.org/10.35248/2167-0269.20.9.424
Mabillard, V., Pasquier, M., & Vuignier, R. (2024). Place Branding and Marketing from a Policy Perspective: Building Effective Strategies for Places (p. 352). Taylor & Francis. https://doi.org/10.4324/9781003286189
Masa'deh, R. E., Alananzeh, O., Jawabreh, O., Alhalabi, R., Syam, H., & Keswani, F. (2019). The association among employees' communication skills, image formation and tourist behaviour: perceptions of hospitality management students in Jordan. International Journal of Culture, Tourism and Hospitality Research, 13(3), 257-272. https://doi.org/10.1108/ijcthr-02-2018-0028
Masoud, H., Mortazavi, M., & Farsani, N. T. (2019). A study on tourists' tendency towards intangible cultural heritage as an attraction (case study: Isfahan, Iran). City, Culture and Society, 17, 54-60. https://doi.org/10.1016/j.ccs.2018.11.001
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
Shafiee, M. M., & Najafabadi, S. I. (2016). The interaction of technological progress and tourism industry development in the developing countries: The case of Iran's tourism industry. In 2016 10th International Conference on e-Commerce in Developing Countries: with focus on e-Tourism (ECDC) (pp. 1-5). IEEE. https://doi.org/10.1109/ECDC.2016.7492967.
Nerurkar, O. (2021). Destination Branding Representations Using social media: Exploring Kerala and Tamil Nadu. Olive Nerurkar, International Journal of Management11(12): 97-107. https://doi.org/10.34218/IJM.11.12.2020.012
Nilasari, B. M., Jasfar, F., & Wahyudi, A. S. (2019). The effect of interactivity, cost effectiveness, and compatibility on the use of social media and its implications for organizational performance. Am. Res. J. Bus. Manag, 5, 1-17. https://doi.org/10.21694/2379-1047.19003
Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 97-146. https://doi.org/10.1007/978-1-4684-2490-4_4
Omeish, F., Sharabati, A., Abuhashesh, M., Al-Haddad, S., Nasereddin, A., Alghizzawi, M., & Badran, O. (2024). The role of social media influencers in shaping destination image and intention to visit Jordan: The moderating impact of social media usage intensity. International Journal of Data and Network Science, 8(3), 1701-1714. https://doi.org/10.5267/j.ijdns.2024.2.017
Pittman, M., & Abell, A. (2021). More trust in fewer followers: Diverging effects of popularity metrics and green orientation social media influencers. Journal of Interactive Marketing56(1), 70-82. https://doi.org/10.1016/j.intmar.2021.05.002
Popović, M. (2022). USAGE OF SOCIAL MEDIA MARKETING IN TOURISM. Turističko poslovanje, (29), 5-13. https://doi.org/10.5937/turpos0-36831
Robles, J. F., Chica, M., & Cordon, O. (2020). Evolutionary multiobjective optimization to target social network influentials in viral marketing. Expert Systems With Applications, 147, 113183. https://doi.org/10.1016/j.eswa.2020.113183
Rojas-Méndez, J. I., & Davies, G. (2024). Promoting country image and tourism in new or underdeveloped markets. Journal of Travel Research63(3), 755-768. https://doi.org/10.1177/00472875231164967
Safazade, Z., Rousta, A., & Jamshidi, D. (2022). Explaining the effective dimensions and components in the image of a tourist destination with an emphasis on tourism infrastructure (case study: Kish Island). Journal of Tourism and Development, 11(2), 167-182. https://doi.org/10.22034/jtd.2021.264890.2224  [In Persian]
Sahin, S., & Baloglu, S. (2011). Brand personality and destination image of Istanbul. Anatolia–An International Journal of Tourism and Hospitality Research22(01), 69-88. https://doi.org/10.1080/13032917.2011.556222
Saima, & Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523. https://doi.org/10.1080/10496491.2020.1851847
Sameh, H., El-Aziz, A., Mohamed, H., & Hefnawy, N. H. (2018). Building a successful city branding case study: Dubai. Journal of Al-Azhar University Engineering Sector13(48), 1058-1065. https://doi.org/10.21608/auej.2018.18949
Sreejesh, S., Paul, J., Strong, C., & Pius, J. (2020). Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism. International Journal of Information Management, 54, 102155. https://doi.org/10.1016/j.ijinfomgt.2020.102155
Tabaeeian, R. A., Hosseini, F. A., Fatehi, M., & Forghani, A. (2024). Investigating the effect of augmented reality packaging on behavioral intentions in traditional Iranian nougat GAZ packaging. British Food Journal, 126(6), 2438-2453. https://doi.org/10.1108/BFJ-11-2023-1046  
Tabaeeian, R. A., Mohammad Shafiee, M., & Ansari, A. (2023a). Designing a Model for Gamification in E-Service Quality and its Effects on Customer Behaviors in the E-Retailing Industry. Commercial Strategies, 19(20), 195-213. https://doi.org/10.22070/cs.2024.18278.1345  [In Persian]
Tabaeeian, R. A., Rahgozar, S., Khoshfetrat, A., & Saedpanah, S. (2023b). Can gamification affect the advertising effectiveness in social media?, Journal of Communication Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCOM-03-2023-0034
Tabaeeian, R. A., Yazdi, A., Mokhtari, N., & Khoshfetrat, A. (2023c). Host-tourist interaction, revisit intention and memorable tourism experience through relationship quality and perceived service quality in ecotourism. Journal of Ecotourism. 22(3), 406-429. https://doi.org/10.1080/14724049.2022.2046759
Tavasoliara, F., Talischi, G., Mousavi, S. J., & Rezaei, N. (2022). Role of Place Representation in Online Media in Formation of the Mental Image of Traditional Residences. Journal of Tourism and Development, 11(2), 99-114. https://doi.org/10.22034/jtd.2021.262462.2209  [In Persian]
Tenenhaus, M., Amato, S., & Esposito Vinzi, V. (2004, June). A global goodness-of-fit index for PLS structural equation modelling. In Proceedings of the XLII SIS scientific meeting (Vol. 1, No. 2, pp. 739-742).
Tham, A., Mair, J., & Croy, G. (2020). Social media influence on tourists’ destination choice: Importance of context. Tourism Recreation Research45(2), 161-175. https://doi.org/10.1080/02508281.2019.1700655
Thong, N. T. (2024). Developing The Tourism Destination Image Through Social Media: The Case of Vietnam. Educational Administration: Theory and Practice, 30(5), 3223-3228. https://doi.org/10.53555/kuey.v30i5.2157
Tran, N. L., & Rudolf, W. (2022). Social media and destination branding in tourism: a systematic review of the literature. Sustainability14(20), 13528. https://doi.org/10.3390/su142013528
Tsaltskan, V., Baez, R. S., & Firestein, G. S. (2023). Cost-effectiveness of social media advertising as a recruitment tool: A systematic review and meta-analysis. Journal of Clinical and Translational Science, 1-21. https://doi.org/10.1017/cts.2023.596
Tunkl, C., Paudel, R., Thapa, L., Tunkl, P., Jalan, P., Chandra, A., ... & Gumbinger, C. (2023). Are digital social media campaigns the key to raise stroke awareness in low-and middle-income countries? A study of feasibility and cost-effectiveness in Nepal. Plos one, 18(9), e0291392. https://doi.org/10.1371/journal.pone.0291392
Wang, Z., Udomwong, P., Fu, J., & Onpium, P. (2023). Destination image: A review from 2012 to 2023. Cogent Social Sciences9(1), 2240569. https://doi.org/10.1080/23311886.2023.2240569
Waramontri, R. (2020). Impact of social media on tourism education. In E3S Web of Conferences (Vol. 210, p. 22008). EDP Sciences. https://doi.org/10.1051/e3sconf/202021022008
Wei, S. (2024). The Importance of Brand Image. Media and Communication Research, 5(1), 93-98. https://doi.org/10.23977/mediacr.2024.050115
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian marketing journal28(4), 160-170. https://doi.org/10.1016/j.ausmj.2020.03.002
Wetzels, M., Odekerken-Schröder, G., & Van Oppen, C. (2009). Using PLS path modeling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS quarterly, 177-195. https://doi.org/10.2307/20650284
Wijaya, C. O., Wijaya, S., & Jaolis, F. (2024). The influence of social media content on attitude, destination image and intention of female Muslim travelers to visit halal destinations: comparison between UGC and FGC. Journal of Islamic Marketing, 16 (2), 402–427. https://doi.org/10.1108/JIMA-08-2023-0235
Zachlod, C., Samuel, O., Ochsner, A., & Werthmüller, S. (2022). Analytics of social media data–State of characteristics and application. Journal of Business Research144, 1064-1076. https://doi.org/10.1016/j.jbusres.2022.02.016
Zbib, I., Ghaddar, R., Samarji, A., & Wahbi, M. (2021). Examining country of origin effect among Lebanese consumers: A study in the cosmetics industry. Journal of International Consumer Marketing, 33(2), 194-208. https://doi.org/10.1080/08961530.2020.1740634
Zhang, J., Wu, B., Morrison, A. M., Tseng, C., & Chen, Y. C. (2018). How country image affects tourists’ destination evaluations: A moderated mediation approach. Journal of Hospitality & Tourism Research42(6), 904-930. https://doi.org/10.1177/1096348016640584
Zhang, Y., Gao, J., Cole, S., & Ricci, P. (2021). How the spread of user-generated contents (UGC) shapes international tourism distribution: Using agent-based modeling to inform strategic UGC marketing. Journal of Travel Research, 60(7), 1469-1491. https://doi.org/10.1177/0047287520951639