Location-based Services as Marketing Promotional Tools to Provide Value-added in E-tourism

Mohammadi, Sara, Darzian Azizi, Abdolhadi and Hadian, Niloufar Location-based Services as Marketing Promotional Tools to Provide Value-added in E-tourism. International Journal of Digital Content Management, 2021, vol. 2, n. 3, pp. 189-215. [Journal article (Paginated)]

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English abstract

Purpose: E-tourism is the most cost-effective way to communicate with the target market and to publish information. It is also an easy way for customers to buy travel products. Recent advances in mobile communication technologies are leading the way for the next generation of travel commercial applications. Location-based services are among these facilities available on the mobile platform. These services use mobile tracking techniques to provide users with relevant information at the right time, based on their current location. This study investigates the LBSs value in tourism and their effect on destination brand equity components and tourist behavior. Method: The sample of the study totaled 210 visitors from Isfahan as one of the popular tourist cities in the world. The research hypotheses were analyzed using Smart-PLS3 software. Findings: The research findings revealed that LBSs have positive and significant effects on destination brand image, destination brand loyalty and WOM. Conclusion: As this paper is among the first studies investigating the positive effect of LBS on destination brand equity components and tourist behavior, the findings are beneficial for DMOs and their marketing managers. Due to their potential to create a unique travel experience as well as to personalize and tailor tourism services based on tourists' needs and personal preferences, LBS provide them with significant added value.

Item type: Journal article (Paginated)
Keywords: Brand Image, Brand Loyalty, E-tourism, Location-based Services, WOM, Marketing Tools.
Subjects: F. Management. > FB. Marketing.
Depositing user: Mr Saeed Asgharzadeh
Date deposited: 25 Dec 2023 09:44
Last modified: 25 Dec 2023 09:44
URI: http://hdl.handle.net/10760/45090

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