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Sustainability
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Consumer Behavior and Corporate Marketing in the Tourism Sector
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Consumer Behavior and Corporate Marketing in the Tourism Sector

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Tourism, Culture, and Heritage".

Deadline for manuscript submissions: closed (29 December 2020) | Viewed by 15102

Special Issue Editors

Prof. Dr. María del Mar García de los Salmones

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Guest Editor
Business Administration Department, University of Cantabria, 39005, Santander, Spain
Interests: Corporate social responsibility; consumer behavior; brand management
Prof. Dr. Patricia Martínez García de Leaniz

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Guest Editor
Business Administration Department, University of Cantabria, 39005, Santander, Spain
Interests: corporate social responsibility; corporate marketing; consumer behavior; environmental certifications; e-wom; tourism; hospitality
Special Issues, Collections and Topics in MDPI journals

Special Issue Information

Dear Colleagues,

Corporate marketing and consumer behavior issues are being given more attention than ever before in the business world in general, and the tourism and hospitality arena in particular. The management of corporate topics such as image, reputation, communication and branding is now essential for tourism and hospitality companies as it is a means of achieving differentiation and competitive advantages. Nevertheless, the relationships established among the pillars of corporate marketing (corporate identity-corporate image-corporate reputation-corporate communications- corporate branding) and consumer behavior is multifaceted, due to the many factors to consider in the analysis.

In this regard, one of the main routes to create a solid and credible corporate marketing program is through corporate social responsibility (CSR). This issue is considered an expression of corporate behavior that allows tourism organizations to be differentiated from the rest of their competitors, thus helping companies from this industry to position their images toward external and internal stakeholders and communicating its desired identity.

Moreover, consumers appear to be particularly susceptible to a company’s CSR initiatives, and they are integrating this issue in their buying decision processes and their relations with companies. With regard to this, today’s digital and hyper-connected society, digital marketing, social media and electronic word-of-mouth (eWOM) offer additional and different forms for consumers to react to corporate marketing programs.

 

Prof. Dr. María del Mar García de los Salmones
Prof. Dr. Patricia Martínez García de Leaniz
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Consumer behavior
  • Corporate identity, image, reputation
  • Integrated marketing communications
  • Corporate branding
  • Corporate communications
  • Digital marketing and social media strategies
  • eWOM
  • Corporate social responsibility
  • Sustainability
  • Green marketing
  • Environmental management
  • Tourism
  • Ecotourism
  • Green tourism

Published Papers (3 papers)

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Research

17 pages, 4760 KiB  
Article
Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites
by José Alberto Martínez-González and Carmen D. Álvarez-Albelo
Sustainability 2021, 13(3), 1425; https://doi.org/10.3390/su13031425 - 29 Jan 2021
Cited by 21 | Viewed by 4632
Abstract
This study analyzes the influence of site personalization, first impression, and design on young consumers’ loyalty to tourism websites. It is a new and necessary study, taking into account the multimedia profile and purchasing potential of the studied segment, the need for increasing [...] Read more.
This study analyzes the influence of site personalization, first impression, and design on young consumers’ loyalty to tourism websites. It is a new and necessary study, taking into account the multimedia profile and purchasing potential of the studied segment, the need for increasing online consumer loyalty, and the tourism websites’ relevance. Based on previous findings and using a sample of 609 young consumers, a causal model (PLS) is designed that is practical, novel, and significantly predicts online loyalty. The descriptive analysis results show young consumers’ positive attitudes toward e-commerce and their high online use and potential for making online purchases. The significant influence of site personalization on consumers’ first impression is also confirmed. In addition, first impression influence perceived website quality, and, in turn, this quality affects consumers’ online purchase intention and loyalty to the website. Finally, it is shown that online purchase intention has a direct and positive influence on website loyalty. Thus, this study provides tourism managers with the knowledge to encourage young consumers’ loyalty to their websites in a market orientation context. It can be achieved by acting on the site’s personalisation, the first impression, and the design of the site. The generational approach (Generation Z) also allows the conclusions and implications to be transferred to other regions and sectors. Full article
(This article belongs to the Special Issue Consumer Behavior and Corporate Marketing in the Tourism Sector)
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17 pages, 809 KiB  
Article
Activators of Airline Customers’ Sense of Moral Obligation to Engage in Pro-Social Behaviors: Impact of CSR in the Korean Marketplace
by Heesup Han, Xiaoting Chi, Chang-Sik Kim and Hyungseo Bobby Ryu
Sustainability 2020, 12(10), 4334; https://doi.org/10.3390/su12104334 - 25 May 2020
Cited by 16 | Viewed by 3596
Abstract
This study was designed to better comprehend airline customers’ purchase and pay intention formation by involving perceived airline corporate social responsibility (CSR), emotional factors, volitional factors, moral obligation, and brand involvement as key concepts. A survey methodology with quantitative data analysis was used. [...] Read more.
This study was designed to better comprehend airline customers’ purchase and pay intention formation by involving perceived airline corporate social responsibility (CSR), emotional factors, volitional factors, moral obligation, and brand involvement as key concepts. A survey methodology with quantitative data analysis was used. Our empirical results revealed that perceived CSR contributed to eliciting positive and negative emotions, brand attitude, and social norm. These variables significantly activated a sense of obligation to take pro-social actions. In addition, brand involvement acted as a significant moderator in the moral obligation and pay intention relationship. The adequateness of the higher-order structure of perceived CSR was verified. Full article
(This article belongs to the Special Issue Consumer Behavior and Corporate Marketing in the Tourism Sector)
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17 pages, 591 KiB  
Article
Impact of Environmental CSR, Service Quality, Emotional Attachment, and Price Perception on Word-of-Mouth for Full-Service Airlines
by Heesup Han, Amr Al-Ansi, Xiaoting Chi, Hyungshin Baek and Kyung-Sik Lee
Sustainability 2020, 12(10), 3974; https://doi.org/10.3390/su12103974 - 12 May 2020
Cited by 37 | Viewed by 6089
Abstract
This research aimed to develop a theoretical framework relating environmental corporate social responsibility (environmentally friendly business, compliance with environmental regulations, environmentally friendly products/services, environment-related mission, environmental preservation efforts), service quality, emotional attachment, and word-of-mouth in the full-service airline industry. A quantitative approach with [...] Read more.
This research aimed to develop a theoretical framework relating environmental corporate social responsibility (environmentally friendly business, compliance with environmental regulations, environmentally friendly products/services, environment-related mission, environmental preservation efforts), service quality, emotional attachment, and word-of-mouth in the full-service airline industry. A quantitative approach with a survey methodology was used for attaining the research goals. Our empirical findings demonstrated that environmental corporate social responsibility plays a crucial role in eliciting airline customers’ word-of-mouth, and that service quality and emotional attached have a critical mediating effect. In addition, price perception moderated the degree of the relationship strength between environmental corporate social responsibility and word-of-mouth. The salient contribution of emotional attachment to the prediction power increase of the proposed model for word-of-mouth was also uncovered. Overall, this research presents apparent understanding of airline corporate social responsibility for the environment and its role in the process of generating word-of-mouth. Full article
(This article belongs to the Special Issue Consumer Behavior and Corporate Marketing in the Tourism Sector)
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