{"id":6833,"date":"2024-01-20T14:07:32","date_gmt":"2024-01-20T13:07:32","guid":{"rendered":"https:\/\/www.jthsm.gr\/?page_id=6833"},"modified":"2024-09-18T09:24:26","modified_gmt":"2024-09-18T08:24:26","slug":"volume-9-issue-2-2023","status":"publish","type":"page","link":"https:\/\/www.jthsm.gr\/?page_id=6833","title":{"rendered":"Volume 9, Issue 2, 2023"},"content":{"rendered":"\n

The complete Volume 9, Issue 2, 2023, is available to download here<\/mark><\/a><\/strong> (9,6MB). Detailed information for each paper included in Volume 9, Issue 2, 2023, is presented bellow:<\/p>\n\n\n\n

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Editorial<\/mark><\/a><\/strong><\/p>\n\n\n\n

\"\"<\/a> Evangelos Christou<\/em><\/strong>, Editor-in-Chief, International Hellenic University, Greece<\/em>, \"\"<\/a> Anestis Fotiadis<\/em><\/strong>, <\/em><\/strong>Co-<\/em>Editor, Zayed University, United Arab Emirates<\/em>
Published online: 20 December 2023, JTHSM, 9(2), pp.1-2.<\/p>\n\n\n\n

DOI: 10.5281\/zenodo.10539976<\/a><\/p>\n\n\n\n

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The Journal of Tourism, Heritage & Services Marketing is going from strength to strength, achieving a CiteScore Tracker 2023 of 6.4 for 2023 and Q2 classification in Scopus.<\/p>\n\n\n\n

We are pleased to present the eighteenth publication of JTHSM (volume 9, issue 2), the last issue in its nineth year of publication. In previous issues, this journal presented original refereed papers, both conceptual and research-based, focused on various topics of tourism, heritage, and services with an emphasis on marketing and management. Volume 9, issue 2 focus on furthering the journal\u2019s scope and consolidating its position in both conceptual developments and practical applications in tourism, heritage, and services through publication of seven quality manuscripts that underwent rigorous double-blind reviewing: five full papers, one research note and one case study.<\/p>\n\n\n\n

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Christou, E., & Fotiadis, A. (2023). Editorial. Journal of Tourism, Heritage & Services Marketing, 9(2), 1\u20132. https:\/\/doi.org\/10.5281\/zenodo.10539976<\/p>\n\n\n\n

Full-text download:<\/em><\/p>\n\n\n\n

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Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective<\/mark><\/a><\/strong><\/p>\n\n\n\n

\"\"<\/a> Joseph Lok-Man Lee<\/strong>, The Hong Kong Polytechnic University, HKSAR China,<\/em> \"\"<\/a> Chammy Yan-Lam Lau<\/strong>, The Hong Kong Polytechnic University, HKSAR China<\/em> & \"\"<\/a> Charlaine Wai-Ga Wong<\/strong>, <\/em>The Hong Kong Polytechnic University, HKSAR China
Published online: 20 December 2023, JTHSM, 9(2), pp.3-10.<\/p>\n\n\n\n

DOI: 10.5281\/zenodo.10539175<\/a><\/p>\n\n\n\n

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Abstract<\/strong><\/p>\n\n\n\n

Purpose<\/em><\/strong>: <\/em>This study seeks to advance the literature by examining the mediating role of brand loyalty and the moderating impact of brand awareness in the relationships between social media marketing and collectivist Chinese behavior in the hospitality service context. This exploration is grounded in brand commitment and expectancy disconfirmation theories. <\/p>\n\n\n\n

Methods<\/em><\/strong>: <\/em>Empirical testing was conducted on survey data gathered from 150 collectivist Chinese customers in Hong Kong, utilizing partial least squares structural equation modeling.<\/p>\n\n\n\n

Results<\/em><\/strong>: <\/em>Brand loyalty plays a partial mediating role in the relationships between social media marketing and purchase intention as well as word-of-mouth. Additionally, brand awareness exerts a negative moderating influence on social media marketing-brand loyalty link.<\/p>\n\n\n\n

Implications<\/em><\/strong>: <\/em>Recommendations are provided for front-line staff tasked with addressing communication challenges by effectively managing the hotel\u2019s social media account. They are strongly advised to steer clear of creating face-threatening situations and to demonstrate respect for the loyalty of Chinese collectivist customers. Furthermore, a negative brand awareness effect emerges when collectivist Chinese customers compare hotel brands with online travel agents.<\/p>\n\n\n\n

Keywords:<\/strong> booking intention, content analysis, research trends, future research directions. <\/em>JEL Classification: <\/strong>O35, M3, M31<\/p>\n\n\n