Social Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Tourists

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dc.contributor.authorHan, Heesup
dc.contributor.authorLho, Linda-Heejung
dc.contributor.authorJung, Heekyoung
dc.contributor.authorAriza-Montes, Antonio
dc.contributor.authorAraya-Castillo, Luis
dc.date.accessioned2022-06-15T15:18:08Z
dc.date.available2022-06-15T15:18:08Z
dc.date.issued2021-05-02
dc.descriptionIndexación Scopuses
dc.description.abstractDespite the importance of social networking services (SNSs), their engagement and their role as a critical marketing technology tool in explaining travellers’ approach behaviours are not well known. The present study investigated the influence of SNS engagement on traveller loyalty generation for a chain hotel brand and the health of this business by considering the roles of brand attitude, awareness, trust, and attachment and the impact of age. Fostering customers’ SNS engagement in the hospitality industry will be a vital constituent of hotels’ sustainable business. A quanti-tative process was used to meet the research objectives. The proposed research framework encom-passing these variables was successfully developed. The framework’s efficiency in predicting brand loyalty was also demonstrated. Our results showed that SNS engagement considerably enhances loyalty and other study constructs. Attachment had a salient role in boosting loyalty. In addition, age had a moderating influence. The study constructs maximized the influence of SNS engagement on loyalty as mediators. Overall, our results considerably increase our understanding regarding the role of SNS engagement in the formation of traveller loyalty to chain hotel brands and the sustain-ability of such businesses.en
dc.identifier.citationSustainability (Switzerland) Volume 13, Issue 102 May 2021 Article number 5673en
dc.identifier.doi10.3390/su13105673
dc.identifier.urihttps://repositorio.unab.cl/xmlui/handle/ria/22842
dc.language.isoenes
dc.publisherMDPIes
dc.rights.licenseAttribution 4.0 International (CC BY 4.0)en
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subjectBrand loyaltyen
dc.subjectChain hotelen
dc.subjectContemporary issueen
dc.subjectHealthy businessen
dc.subjectSenior traveller groupen
dc.subjectSNS engagementen
dc.subjectYoung traveller groupen
dc.titleSocial Networking Service as a Marketing Technology Tool and Sustainable Business in the Lodging Industry: Investigating the Difference across Older and Younger Age Groups among Touristsen
dc.typeArtículoen
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