Customers’ Inclinations and Behavioral Intentions in Choosing Cultural Tourism in Shanghai, China: The Mediating Role of Negative Word-of-Mouth Coping Strategies
DOI:
https://doi.org/10.54097/1dfffz15Keywords:
Customers' Inclinations, Negative Word-of-Mouth Coping Strategies, Behavioral Intentions, Shanghai Cultural TourismAbstract
This study explores the relationship between customers' inclinations (attitudes, subjective norms, perceived behavioral control, desire) and their behavioral intentions in choosing cultural tourism in Shanghai, China, with a focus on the mediating role of negative word-of-mouth (NWOM) coping strategies. A quantitative research approach was adopted using Structural Equation Modeling (SEM) via SmartPLS-SEM 4.0.Data were collected from 487 valid questionnaires completed by tourists who have either visited or plan to visit Shanghai for cultural tourism. The results indicate that attitudes and subjective norms significantly enhance tourists’ behavioral intentions, while perceived behavioral control and desire do not. NWOM coping strategies play a crucial mediating role, effectively linking customers' inclinations with their intentions. The findings provide valuable insights for tourism marketers, emphasizing the importance of fostering positive attitudes and leveraging social influences. Developing effective NWOM coping mechanisms is also crucial for sustaining tourists’ intentions in the face of negative feedback.
Downloads
References
[1] Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324.
[2] Bagozzi, R. P., & Dholakia, U. M. (2022). The role of desire in goal-directed behavior: Applications in tourism. Journal of Travel Research, 61(2), 207-221.
[3] Bryman, A. (2021). Social Research Methods (6th ed.). Oxford University Press.
[4] Chen, H., & Huang, J. (2022). Negative word-of-mouth and its impact on tourism decision-making: A mediation analysis. Tourism Management Perspectives, 43, 100974.
[5] Chen, H., & Liu, X. (2023). Challenges in sustainable cultural tourism: The case of Shanghai. Journal of Destination Marketing & Management, 29, 100794.
[6] Cheung, M. Y., & Lee, Z. (2021). The power of negative word-of-mouth: The impact of negative online reviews on consumer decision-making. Tourism Management, 82, 104200.
[7] Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
[8] Gao, X. (2024). Does structural social capital lead to proactive green innovation? a three-part serial mediation model. Plos one, 19(4), e0301286.
[9] Gao, X., Liu, J., Wang, S., Pertheban, T. R., Chong, K. M., & Yu, J. (2023, September). How Does Digital Traceability Impact the Innovation Behavior of Food Firms Based on the Marketing Perspective?. In 2023 3rd International Conference on Education, Information Management and Service Science (EIMSS 2023) (pp. 617-624). Atlantis Press.
[10] Gao, X., Pertheban, T. R., Chong, K. M., & Ji, M. (2023). Phenomenon of Digital Addiction among Rural Digital Juveniles: A survey in rural China. Journal of ASIAN Behavioural Studies, 8(25), 67-85.
[11] Gao, X., Raja, T., Chong, K. M., & Wu, M. (2023). Examining the Phenomenon of Juveniles Digital Addiction in Rural China. Environment-Behaviour Proceedings Journal, 8(24), 273-282.
[12] Gao, X., Yu, J., Pertheban, T. R., & Sukumaran, S. (2024). Do fintech readiness, digital trade, and mineral resources rents contribute to economic growth: Exploring the role of environmental policy stringency. Resources Policy, 93, 105051.
[13] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2020). Multivariate Data Analysis (8th ed.). Cengage Learning.
[14] Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
[15] Kim, J., & Lee, S. (2021). Examining the role of perceived behavioral control in tourists' decision-making processes. Journal of Travel & Tourism Marketing, 38(3), 239-252.
[16] Kim, J., Lee, S., & Wang, Y. (2022). Examining the role of perceived behavioral control in tourists' decision-making processes. Journal of Travel & Tourism Marketing, 39(1), 14-30.
[17] Kim, J., Lee, S., & Wang, Y. (2022). The role of perceived behavioral control in managing negative word-of-mouth in tourism. Tourism Management, 39(1), 83-93.
[18] Lam, C., & Hsu, C. (2021). Predicting tourist behavior: Application of the theory of planned behavior. Tourism Management, 85, 104289.
[19] Liu, Y., & Fang, Z. (2022). Desire as a key determinant of behavioral intentions in tourism: A theoretical extension. Tourism Management Perspectives, 43, 100968.
[20] Liu, Y., & Fang, Z. (2022). Desire as a moderator in the relationship between word-of-mouth and tourism intentions: A focus on negative feedback. Tourism Management Perspectives, 43, 100968.
[21] Liu, Y., & Zhang, W. (2023). Managing negative word-of-mouth in cultural tourism: Strategies for destination marketers. Journal of Destination Marketing & Management, 27, 100656.
[22] Nyer, P. U., & Gopinath, M. (2005). Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: The role of public commitment. Psychology & Marketing, 22(12), 937-953.
[23] Platania, S., Woosnam, K. M., & Ribeiro, M. A. (2021). Factors predicting individuals’ behavioural intentions for choosing cultural tourism: A structural model. Sustainability, 13 (18), 10347.
[24] Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891.
[25] Richards, G. (2022). Cultural tourism: A review of recent research and trends. Tourism Management, 85, 104312.
[26] Smith, M. (2022). Sampling techniques in tourism research. Tourism Review, 77(3), 524-540.
[27] Smith, M. K., & Richards, G. (2023). The future of cultural tourism: Trends and research directions. Tourism Management, 95, 104676.
[28] Wang, S., & Li, Q. (2023). Cultural tourism development in Shanghai: Current trends and future prospects. International Journal of Tourism Research, 25(1), 78-91.
[29] Wang, S., & Zhang, Q. (2023). Cultural tourism development in Shanghai: Current trends and future prospects. International Journal of Tourism Research, 25(1), 78-91.
[30] Yu, J., Sukumaran, S., Gao, X., Li, H., & Hu, Y. (2024). Perceptions, Motivation, and Self-perceived Translation-al Skill Development in a Blended Translation Course through Peer Assessment. New Explorations in Education and Teaching, 2(1).
[31] Zhang, H., & Xiao, L. (2023). The mediating role of word-of-mouth in the relationship between customer satisfaction and tourism intentions. Journal of Travel & Tourism Marketing, 40(1), 14-30.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Academic Journal of Management and Social Sciences
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.