Promoting Relationship Marketing of Tour Leaders' Blog: The Role of Charisma

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/29149

Title:	Promoting Relationship Marketing of Tour Leaders' Blog: The Role of Charisma
Authors:	Tsaur, Sheng-Hshiung Wu, Der-Huang Yen, Chang-Hua Wu, Ming-Hsiu
Contributors:	觀光系
Keywords:	blog function characteristics charisma relationship marketing travel
Date:	2014-09
Issue Date:	2015-01-20 14:26:47 (UTC+8)
Abstract:	Whether blogs possess relationship marketing outcomes is a subject that has not been analyzed empirically. The purpose of this study is to examine the relationship between blog function characteristics and relationship marketing outcomes as well as to clarify the role of tour leaders' charisma. Online survey data from 415 customers indicate that blog function characteristics have a positive effect on relationship marketing outcomes. Tour leaders' charisma also has a significant moderating effect on the relationship between blog function characteristics and relationship marketing outcomes. Implications of these findings as well as future research are subsequently discussed. Copyright (c) 2013 John Wiley & Sons, Ltd.
Relation:	INTERNATIONAL JOURNAL OF TOURISM RESEARCH 卷: 16 期: 5 頁碼: 417-428
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] periodical articles

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