Ảnh hưởng của tương đồng hình ảnh đến trung thành thương hiệu điểm đến: Vai trò của biến trung gian
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Từ khóa:
Tương đồng hình ảnh
hành vi du khách
Đà Nẵng
SEM
Tóm tắt
Nghiên cứu nhằm kiểm định mối quan hệ giữa tương đồng hình ảnh và một số khía cạnh của hành vi du khách như: chất lượng cảm nhận điểm đến, giá trị cảm nhận điểm đến và trung thành thương hiệu điểm đến. Đồng thời, nghiên cứu giải thích về cơ chế mà tương đồng hình ảnh tác động gián tiếp đến trung thành thương hiệu điểm đến thông qua chuỗi mối quan hệ vừa độc lập vừa cộng hưởng của hai biến trung gian (chất lượng cảm nhận điểm đến, giá trị cảm nhận điểm đến). Mẫu được thu thập từ 397 khách du lịch nội địa đã và đang đi du lịch tại Đà Nẵng. Kết quả phân tích mô hình cấu trúc tuyến tính (SEM) cho thấy, các giả thuyết đều được chấp nhận. Dựa trên kết quả nghiên cứu, một số hàm ý lý thuyết và chính sách được đề xuất.
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Trần Thị Kim Phương, Trương Bá Thanh, và Trần Trung Vinh. “Ảnh hưởng của tương đồng hình ảnh đến Trung thành thương hiệu điểm đến: Vai Trò của biến Trung Gian”. Tạp Chí Khoa học Và Công nghệ - Đại học Đà Nẵng, vol 20, số p.h 10.1, Tháng Mười 2022, tr 7-13, https://jst-ud.vn/jst-ud/article/view/8043.
