主讲人：法国南特高等商学院Raffaele Filieri教授
主持人：英国威廉希尔公司施思副教授
时间：2022年5月23日（周一）16:00-17:30
举办地点：腾讯会议 ID：147202503
主办单位：英国威廉希尔公司国际交流与合作处科研处
主讲人简介：
Raffaele Filieri (Ph.D.) is Professor of Digital Marketing in the Marketing Department at Audencia Business School, Nantes, France. Dr. Filieri is the Associate Editor of Journal of Business Research, European Management Review, Spanish Journal of Marketing, and sits in the editorial boards of several journals such as Tourism Management, Journal of Travel Research, International Journal of Contemporary Hospitality Management, Internet Research, Journal of Brand Management, Journal of Knowledge Management, Tourism Review, and many more.
Raffaele has published 50+ research papers in 33 different journals, including Tourism Management, Annals of Tourism Research, Journal of Travel Research, Journal of Interactive Marketing, Journal of Business Research, International Journal of Contemporary Hospitality Management.
Raffaele Filieri博士是法国南特高等商学院营销系教授，同时也是国际顶级期刊《Journal of Business Research》、《European Management Review》、《Spanish Journal of Marketing》的副主编。Filieri教授还担任多个期刊的编委会成员，包括《Tourism Management》、《Journal of Travel Research》、《International Journal of Contemporary Hospitality Management》、《Internet Research》、《Journal of Brand Management》、《Journal of Knowledge Management》、《Tourism Review》等。
Filieri教授在旅游领域具有重要的学术影响力，曾在《Tourism Management》、《Annals of Tourism Research》、《Journal of Travel Research》、《Journal of Interactive Marketing》、《Journal of Business Research》、《International Journal of Contemporary Hospitality Management》等33个期刊发表论文50余篇。
内容简介:
Travellers increasingly use a combination of photographs, texts and hashtags to express their attitude toward tourism destinations (TDs). Existing destination branding literature has not yet investigated how consumers express their love towards TDs on social media. This study addresses this knowledge gap and explores how destination brand love (DBL) is expressed on Instagram using a mixed-methods approach. Study one consists of a qualitative visual content analysis of 700 user-generated photographs; while study two adopts text analytics with a sample of 48,783 posts. The findings show Instagram users’ declaration of DBL is expressed through photographs of some destination attributes (natural & architectural, people, public transportation, food, weather), accompanied by specific positive emotions (amazement, attractiveness, pleasure, preference, enchantment, nostalgia, belongingness, intimacy). The findings also illustrate how Instagram users express their love by providing emotional support when the destination goes through a crisis and that different stakeholders co-create the emotional capital of TDs.
旅行者越来越多地使用照片、文本和标签的组合来表达对旅游目的地的态度。然而现有的目的地品牌文献还没有认识到消费者是如何在社交媒体上对目的地进行表白的。为弥补上述研究缺口，本研究采用混合研究方法，探索游客如何在Instagram上表达目的地品牌至爱（Destination Brand Love，DBL)：研究一使用视觉内容分析法，对700张用户生成图片进行定性分析；研究二采用文本分析方法，选取48783个帖子为样本进行分析。研究结果显示，Instagram用户通过一些带有当地属性（如自然与建筑、人、公共交通、食物、天气）的照片来表达目的地品牌至爱，在表达的过程中还伴随着特定的积极情绪（如惊叹、吸引力、快乐、偏好、迷人、怀旧、归属感、亲密感等）。研究结果还表明，Instagram用户在目的地遭遇危机时通过提供情绪支持来表达他们的至爱，不同的利益相关者共同创造了旅游目的地的情绪资本。
