Description
Book SynopsisProviding an overview of current research and empirical applications, this Handbook serves as an authoritative and comprehensive guide to customer engagement in the tourism industry. Addressing important challenges, contributions from a global range of scholars explore an array of strategic and tactical issues including understanding and managing customer engagement as well as the metrics for capturing, measuring and implementing engagement methods.
Covering the significance of customer engagement in broader tourism marketing practices, this book highlights the current emerging issues in the field and applications across different contexts and sectors. With practical applications of concepts through case studies pre-, during and post-COVID-19 pandemic, it develops a rich narrative around customer engagement in evolving technological environments. Chapters further forecast potential developments in the field in the wake of current issues and challenges.
This will be a crucial read for students and scholars of business management, economics and geography, particularly those focusing on marketing and tourism and hospitality management. The practical guidance offered will also make this helpful for policy makers, planners, marketers and managers in the tourism industry.
Trade Review‘This is a “must read” source for researchers, teachers and practitioners in the field of customer engagement. It includes strong chapters on important topics related to customer engagement co-authored by leading scholars globally.’ -- Fevzi Okumus, University of Central Florida, US
‘This edited book written by prominent scholars from 18 countries, offers significant contributions to advance knowledge and provides recommendations for practitioners. Including chapters addressing the theoretical underpinnings, conceptualization and measurement of customer engagement, it highlights both positive and negative customer engagement and behavior, and investigates antecedents and consequences of CE, making this book a rich resource for researchers, postgraduate students, academics and practitioners. It is a must-have and must-read book.’ -- S. Mostafa Rasoolimanesh, Taylor's University, Malaysia
'In the Handbook of Customer Engagement in Tourism Marketing
, scholars from around the globe collaborate to explore a range of innovative/emerging themes on customer engagement (CE). Cutting-edge research issues relating to tourism and marketing practice, theory development, metrics/firm performance, and conceptual relationships, the set of collated chapters would be helpful not merely to academics who study CE, but also to tourism/marketing practitioners and policy makers wishing to better leverage and understand CE. This title is highly recommended.’ -- Dimitrios Buhalis, Bournemouth University, UK
Table of ContentsContents: Preface xxi Introduction to the Handbook of Customer Engagement in Tourism Marketing xxv 1 Customer engagement in tourism and hospitality research 1 Raouf Ahmad Rather, Haywantee Ramkissoon, Linda D. Hollebeek, and Sandra Maria Correia Loureiro 2 Positive and negative customer engagement in the tourism industry: should these constructs be studied separately? 25 Jenely Dayana Villamediana-Pedrosa, Natalia Vila-López, Inés Küster-Boluda, and Diana Kolbe 3 Negative customer engagement behavior in online social networks: understanding the nuance 43 Matthew Alexander and Jaylan Azer 4 Customer engagement conceptualization and conceptual links 56 Shuyue Huang 5 Measuring the value of customer engagement metrics 73 Adele D. Berndt and Daniel J. Petzer 6 Promotion of urban tourism: an analysis of customer engagement on Instagram in two Spanish cities 86 Juan Tugores-Ques, María Bonilla-Quijada and Joan Ripoll-i-Alcon 7 Connecting the dots between customer-perceived value of travel vlogs and Generation Z travel intention: the mediating role of online customer engagement 99 Yangyang Jiang, Xiya Zhang, M. S. Balaji and Tenghao Wang 8 The influence of customer engagement on destination loyalty from a destination marketing organisation perspective 115 Catarina Calisto de Freitas, Ricardo Godinho Bilro, and Susana Henriques Marques 9 Tourists’ affective, cognitive, and behavioral engagement through destination brand reputation 129 Raouf Ahmad Rather and Farhat Amin 10 Customer engagement and employee engagement, two sides of a coin: intellectual structures using bibliometric analysis 142 Mohsin Abdur Rehman, Zuhair Abbas, Raouf Ahmad Rather, Maroof Khalil, and Shoaib Muhammad 11 Customer engagement and trust: the moderating role of age and gender 158 Imran Khan and Mobin Fatma 12 The impact of virtual reality on customer engagement in tourism marketing: do age, gender and buyer readiness matter? 170 Kim Willems and Malaika Brengman 13 Customer engagement in evolving technological environments 187 Carlos Flavián and Sergio Barta 14 Consumer engagement in tourism-based images on social networking sites and behavioral intention to visit a destination 201 Khalil Hussain, Amir Zaib Abbasi, Muddasar Ghani Khwaja, and Ting Ding Hooi 15 Cross-cultural co-creation of a tourist site: the emic and etic makings 218 Young-Sook Lee, Line Mathisen and Siri Ulfsdatter Søreng 16 Customer experience and revisit intention: implications of redesigning hospitality services through technological innovations and servicescape reorganisation 231 Erisher Woyo 17 Eliciting tourists’ commitment through tourist engagement: evidence from the tourism destination industry 246 Raouf Ahmad Rather and Farhat Amin 18 Impact of COVID-19 on tourism customer engagement: a cross-destination comparison 261 Jesús Cambra-Fierro, María Fuentes-Blasco, Lily (Xuehui) Gao, María Eugenia López-Pérez and Iguácel Melero-Polo 19 Customer engagement in the tourism industry at the time of COVID-19: an exploratory study 278 Francesca Cabiddu, Ludovica Moi, and Gianluca Pusceddu 20 From communication to customer engagement: insights from a tourist destination before and during COVID-19 291 Jesús Cambra-Fierro, María Fuentes-Blasco, Lily (Xuehui) Gao and Iguácel Melero-Polo 21 Post-COVID-19-based customer engagement creation and contributions in tourism and hospitality social media: an integrative framework and future research directions 312 Raouf Ahmad Rather, Khalid Mehmood, Tareq Rasul, Lisa Cain, and Huda Khan 22 Conclusion: revisiting customer engagement and scope for future research 330 Raouf Ahmad Rather Index
