Influence of Perceived Value and Innovation on the Propensity to Use Sports Tourism Websites among University Students: The Moderating Effects of Age and Education (original) (raw)
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2014
Previous studies on the uses and gratification theory (U & G) suggested that consumer motivational factors affect how they will consume the media and media contents. Recent marketing research has extended the theory to study the use of websites as a marketing and communication tools. The current study investigates the moderating effects of acceptance of sports event websites (ASETW) and intention to use the websites. Initially, components of acceptance of sports event tourism websites were developed based on the Sport Website Acceptance Model (SWAM). These components consisted of accessibility, flexibility, interactivity and reliability. As online consumers have been assumed to be actively involved in their Internet and website marketing, it is important for present researchers understand why online consumers choose to utilize the Internet and websites as well as to investigate the moderating effects of motivational factors on the relationship between acceptance and intention to use the websites. A sample of the study comprised of 530 local and international tourists participated in three selected sports event tourism conducted in Malaysia in 2013 (315 males and 215 females). A simple random sampling technique was applied to select these respondents. Results of regression analysis show that there was a significant relationship between acceptance and intention to use the websites. In order to determine the effects of motivational factors as the moderating variables that moderate the relationship between independent and dependent variable, a multiple regression analysis through the stepwise method was carried out. Results show that this study indicates only 14.8% of the total variation of intention to use the websites was explained by accepting, entertainment gratification, informativeness gratification, moderator entertainment gratification and moderator informativeness gratification. The findings of this study suggest that future researchers in academia and tourism industry may include other moderating attributes apart from the ones mentioned here when developing and providing online information marketing and communication through tourism websites.
Geojournal of Tourism and Geosites, 2023
Despite many studies exploring the factors that influence the use of technology in tourism, research focusing on the moderating effect of age on the use of digital marketing tools and platforms for domestic leisure travel purposes remains elusive. Using dimensions from the Technology Acceptance Model and motivation as an additional construct, this study examined the moderating effects of age on digital marketing tools and platform adoption. A sample of 401 domestic tourists and a self-administered questionnaire were used for data collection. Regression analysis was used to analyze the relationshi ps between the proposed variables and the moderating effect of age on these relationships. The findings revealed that perceived usefulness and motivation significantly influenced the use of digital marketing tools and platforms, and the effect of motivation was more significant. Tourists' age played a notable role in contributing to the strength of the relationships. Tourism marketers, managers, business owners, and web developers can use these results as tools to make more effective marketing decisions to promote leisure travel.
CERN European Organization for Nuclear Research - Zenodo, 2021
Well managed marketing is essential in the development of a successful sport. Currently, the sports events marketing is tremendously competitive. As a result, customer-perceived value is becoming increasingly critical in the success of a business. Therefore, sports events organizers must be more innovative and creative in planning their marketing strategies. When building sports events tourism websites, the emphasis should be on the customer-perceived values rather than the interests of sports tourism organisations or service providers. This study seeks to ascertain the correlation between customer-perceived values of sports events tourism websites and sports tourists' inclination to use the websites. A quantitative method in the form of survey were used to collect data. The respondents in this study are 530 sports tourists who have attended three big sporting events in Malaysia. A linear correlation coefficient was used to determine the correlations between customer-perceived values and their inclination to use sports event tourism websites. Then, a multiple regression test was carried out to determine the influence of the components of customer-perceived value towards their inclination to use sports event tourism websites. The results indicated that there is a positive correlation between customer-perceived values and their inclination to use sports events tourism websites, albeit a moderate relationship. Moreover, the components of customer-perceived values, flexibility and reliability have been shown to be significant predictors towards their inclination to use sports events tourism websites.
Motivational Factors on the Propensity to Use Sports Events Tourism Websites: The Utilization of UGT
Jurnal Intelek
Even though extensive Internet research has been conducted around the world, there is still a lack of knowledge about motivational factors and their moderating effects on the inclination to utilize sports event tourism websites. Two theories are being utilized in this study – (i) the Sport Website Acceptance Model (SWAM) and (ii) the Uses and Gratifications Theory (UGT). Customer-perceived values which are derived from the SWAM consist of four components including accessibility, flexibility, interactivity, and reliability, while motivation factors include informativeness gratification and entertainment gratification. This study utilized a self-administered questionnaire. A total of 530 sports tourists (315 males and 215 females) participated in three major sporting events involved in this study. Respondents were selected by using a probability sampling technique. The results of Pearson correlation analyses show that there was a significant relationship between customer-perceived val...
Travel motivations have been regarded as essential in understanding customer behaviour in travel and tourism. As the importance of Internet has grown in tourism marketing, it is important to understand customers' online behaviour. This study aims to examine the little researched field in connecting travel motivations to online behaviour. Quantitative data is collected on three Finnish rural tourism websites during summer 2011. In the examination of tourists' perceptions of the importance of value-added services on travel websites it is found that age, gender, and travel motivations have an effect on which value-added services people regard as important. Theoretical and managerial contributions of the study are discussed.
2020
Buhalis, D., Parra López, E., Martinez-Gonzalez, J.A., 2020, Influence of young consumers’ external and internal variables on their eloyalty to tourism sites, Journal of Destination Marketing & Management, Vol. 15, https://doi.org/10.1016/j.jdmm.2020.100409 Download FREE before April 11, 2020 https://authors.elsevier.com/c/1acJm\_,51\~BCpGT Highlights •Demonstrates the high use of electronic commerce by young people. •Discovers the great potential of online influence of young people. •Verifies the greater causal influence of internal variables on e-loyalty. •Shows the positive influence of online purchase intention on e-loyalty. •Presents a practical causal model of purchase intent and e-loyalty. Abstract This study analyzes, in a generational context, the influence of young consumers' external and internal variables on their e-loyalty to tourism sites. Using a large sample and employing structural equations (PLS), a new model is generated that includes two external variables (site design and eWOM) and two internal variables (trust and satisfaction), to which the intention to purchase online is added. These variables are very important in e-commerce and tourism, and they have not previously been studied jointly. The results show that the impact of consumers’ internal variables is greater than the impact from external ones. Moreover, the proposed causal model is practical and can be easily applied by tourism companies to improve site e-loyalty in the context of market orientation. The Importance-Performance Analysis (IPMA) carried out shows the importance of satisfaction over other variables.
Maximizing tourism potential of sports events VIA sport Internet marketing: A conceptual model
2012
Sports event tourism is a major component of sports-related tourism in many countries worldwide. Sports event organizations should strive to develop Internet marketing communications that feature event information relevant to potential sports tourists in ordcr to maximize the tourism potential for that particular sports event. Obviously, the sports events market is very competitive, which means event organizers must be creative and possess entrepreneurial skills when marketing their sports events. In addition, previous research revealed that the Internet has developed faster than any form of electronic technology or communication. The Internet has been found to be an effective way to create an image for products and services that can impact consumer behavior while reinforcing satisfaction and loyalty. 'Thus, this paper advances our understanding of the relationship between sports Internet marketing in the context of sports and event consumer behavior (SECB) in maximizing the tourism potential of sports events in Malaysia. This is achieved through an analysis and examination of relevant secondary data and a review of the previous literature culminating in a conceptual model. Although extensive research has been conducted in sports Internet marketing, to date no substantial work has been reported attempting to develop relationships between the Sports Website Acceptance Model (SWAM), initially developed from the Technology Acceptance Model (TAM) and SECB, and sports Internet marketing. Such models could enhance communications and stimulate further research for sports marketing scholars. This paper proposes a model apposite for further rescarch and in the process leads to the potential confirmation, rejection or indeed, adaptation of the conceptualization of sports services.
WHY MILLENIALS AS DIGITAL TRAVELERS TRANSFORMED MARKETING STRATEGY IN TOURISM INDUSTRY
International thematic monograph TOURISM IN FUNCTION OF DEVELOPMENT OF THE REPUBLIC OF SERBIA Тourism in the Era of Digital Transformation, 2018
As digital natives, millennials have led to significant shifts in the marketing approach of organizations in the tourism industry. The aim of the paper is to analyze how digital technologies have influenced the travel behavior of millennials and to create their profile, in order to help marketing managers in tourism to create effective marketing strategy. Meta-analysis approach has been used, taking different published studies into account, focused on tourism and marketing concepts in the era of information technology. The analysis showed that millennials have a high level of technological proficiency, they are price sensitive, not predictable, do not respond to traditional marketing, use social media and digital influencers as a source of information for travel decisions, prefer mobile applications for travelers, are equipped with many digital devices while traveling and choose destinations that offer them experience that can be shared on social networks instantly.
Journal of Tourism and Recreation, 2017
The Baby Boomer generation has been the focus of a great deal of analysis in the travel industry, the millennial generation is now surpassing this segment in garnering more attention. This study shed light on the millennials as the forthcoming tourist demand to assist the destination management organizations (DMOs) better understand their needs and expectations to address them with the right product using the right means of communication. In this perspective, the study focuses on the DMOs' websites as a main marketing tool for delivering the marketing message to the millennials. It investigates the alignment between these websites and the millennials' prospects. Results reveal that the DMOs' websites are still not ready to fulfill the millennials' expectations and that there is a significant difference between these websites and the millennials' prospects regarding the content and performance.
2018
The travel and tourism industries are getting stronger and lucrative among tourism organisations and entrepreneurs. Domestic millennials travellers using the usergenerated contents (UGC) via the social media platforms are predominant. The present study is undertaken to examine the effects of destination loyalty among the domestic millennial travellers using the newly developed destination loyalty model. The study is guided by the theory of motivation on the ‘push and pull factors’ and the theory of satisfaction ‘expectancy disconfirmation’. The aim of the study is to fill the void between the casual relationships on UGC, visitors’ motivation, destination image, visitors’ satisfaction and destination loyalty. A structured questionnaire was developed using the comprehensive literature review, open-ended questions and short interviews. A pilot test was run for reliability and validity to ensure the questionnaire was appropriate before launching the actual survey. The actual data were c...