Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/26425
Author(s): | Bilro, R.G. Loureiro, S. M. C. |
Editor: | Łukasz Burkiewicz Agnieszka Knap-Stefaniuk |
Date: | 2020 |
Title: | Exploring consumer-brand engagement in online environments designed for tourism |
Book title/volume: | Management Tourism Culture: Studies and reflections on tourism management |
Pages: | 247 - 264 |
Reference: | Bilro, R.G., & Loureiro, S. M. C. (2020). Exploring consumer-brand engagement in online environments designed for tourism. EM Łukasz Burkiewicz, Agnieszka Knap-Stefaniuk (Eds.). Management Tourism Culture: Studies and reflections on tourism management (pp. 247-264). Ignatianum University Press. http://hdl.handle.net/10071/26425 |
ISBN: | 978-83-7614-468-9 |
Keywords: | Consumer engagement Consumer-brand engagement Online engagement Comprehensive literature review Focus group TripAdvisor |
Abstract: | The purpose of this study is to present the role of consumer-brand engagement in the online environment designed for tourism. We explore the consumerbrand engagement construct, in relation to consumers as the engagement subjects and brands (i.e. brands/companies) as the engagement objects. This study starts with an extensive and comprehensive literature review, followed by a qualitative study applying focus group techniques to two distinct panels. As a result, we intend to provide a comprehensive understanding of consumer-brand engagement in the online tourism environment. Our aim is to contribute to advancing the theoretical knowledge of this subject and to provide useful insights that can be used by practitioners, particularly those working in the area of touristic brands, who use interactive platforms to create consumer-brand relationships. |
Peerreviewed: | yes |
Access type: | Open Access |
Appears in Collections: | BRU-CLI - Capítulos de livros internacionais |
Files in This Item:
File | Size | Format | |
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bookPart_72521.pdf | 120,33 kB | Adobe PDF | View/Open |
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