期刊
ASIA PACIFIC JOURNAL OF TOURISM RESEARCH
卷 25, 期 1, 页码 27-38出版社
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/10941665.2019.1580756
关键词
Digital marketing; food tourism; millennial generation; Generation X; consumer advocacy; connectivity; social network; 5A model; netizen
By adopting the new 5A model of Marketing 4.0, which conceptualizes a consumer-driven paradigm shift in digital marketing, this study empirically investigated food tourists' connectivity throughout the 5A process (aware, appeal, ask, act, and advocate). Furthermore, we compared the 5A journeys of Generation Y and Generation X. Along the 5A path, both generations indicated the strongest social connectivity in the ask stage. Generation Y showed stronger social connectivity than Generation X, while there was no significant difference in channel connectivity. The social connectivity in the advocate stage was most strongly correlated with that in the act stage. Within each generation, active netizens were more strongly engaged in sharing and positive/negative advocacy. Based on these findings, we discuss the theoretical and practical implications.
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