KOREASCHOLAR

BACKPACKERS’ ONLINE ACTIVITIES DURING THEIR TRAVEL JOURNEY AND E-WORD-OF-MOUTH

Silvia Cacho-Elizondo, Catherine Lejealle, Jean Michel Chapuis
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401222
Download
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.971-976
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research analyzes the relationship between backpackers´online activities related to brands by identifying benefits (functional and experiential) that they seek and the impact of those benefits on the eWom generated during their travel journey.

Keyword
backpackersbeneficeseWomonline behaviour
Table Content
ABSTRACT
INTRODUCTION
1. CONCEPTUAL FRAMEWORK
    1.1 Consumers’ Online Brand-Related Activities (COBRA)
    1.2 Functional and Experiential Benefits to go Online
    1.3 Backpackers’ Online Behaviour
2. METHODOLOGY
    2.1 Data Collection and Sample Profile
    2.2 Scales
3. MAIN RESULTS
4. CONCLUSION
REFERENCES
Author
  • Silvia Cacho-Elizondo(IPADE Business School)
  • Catherine Lejealle(ISC Paris)
  • Jean Michel Chapuis(Université Paris 1 Panthéon-Sorbonne - IREST)