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Understanding customer engagement and social media activities in tourism: A latent profile analysis and cross-validation

机译：了解旅游中的客户参与和社交媒体活动：潜在的配置文件分析和交叉验证

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摘要

Customer engagement has gained noteworthy attention among academics and practitioners over the last decade. Two studies employ latent profile analysis (LPA), a person-centered approach, to uncover discrete customer subgroups with similar profiles based on multiple customer engagement dimensions and relate these LPA groups to brand loyalty. Study 1 identifies four latent classes of airline and hotel customers. Customer engagement dimension scores inform four class profiles: enthusiastic, reserved, unpassionate, and disengaged. Results show a significant association between the latent profiles and customer participation in customer engagement activities. Interestingly, the results indicate that highly engaged customers do not necessarily participate in cyberspace-related customer engagement activities; instead, they participate more often in traditional, offline customer engagement activities. Study 2 validates these findings in a tourism destination context. The consistent findings across the two studies challenge the customer engagement literature's general assumption linking customer engagement and consumer participation in social media.
机译：在过去十年中，客户参与在学者和从业者之间获得了值得注意的关注。两项研究采用潜在的简档分析（LPA），以人为本的方法，以基于多个客户参与维度的不同配置文件揭示离散客户子组，并将这些LPA组与品牌忠诚度相关联。研究1确定了四个潜在的航空公司和酒店客户。客户订婚维度分数可通知四个课程：热情，保留，未顺畅和脱离。结果显示潜在概​​况与客户参与客户参与活动之间的重大关联。有趣的是，结果表明，高度参与的客户不一定参与网络空间相关的客户参与活动;相反，他们更频繁地参与传统的离线客户参与活动。研究2在旅游目的地背景下验证这些调查结果。两项研究中的一致调查结果挑战客户订婚文学的一般假设，将客户参与和消费者参与社交媒体的一般假设。

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