Reliability analysis
| Variable | Items | Item loading | Cronbach’s alpha | AVE | CR (rho_a) | CR (rho_c) |
|---|---|---|---|---|---|---|
| Phygital marketing PMKT) Ballina et al. (2019) | Touchscreens are available in tourist offices and on the streets of the destination | 0.85 | 0.942 | 0.745 | 0.744 | 0.952 |
| Official accounts of the destination on social networks | 0.89 | |||||
| Official Web of the destination in various languages, with videos, photos and the possibility of booking activities | 0.901 | |||||
| QR codes and payment via mobile phone | 0.912 | |||||
| Free public wi-fi at the destination | 0.867 | |||||
| Official apps for the destination are available for both smartphones and tablets | 0.828 | |||||
| Audio guides and video guides | 0.784 | |||||
| Customer satisfaction (CSAT) Armutcu, et al. (2023) | Online tourism information delivers a positive image of a destination among tourists | 0.814 | 0.94 | 0.736 | 0.942 | 0.95 |
| A destination may present its strong image to tourists with online tourism content | 0.882 | |||||
| Accurate and reliable online tourism information will encourage tourists to purchase online tourism packages with confidence | 0.852 | |||||
| Updated online tourism information will make a destination popular among tourists | 0.886 | |||||
| Online tourism information makes tourists feel relaxed while browsing online tourism destinations | 0.85 | |||||
| Customer engagement So et al. (2014) Identification (ID) | When someone criticizes this travel brand, it feels like a personal insult | 0.832 | 0.856 | 0.735 | 0.855 | 0.858 |
| When I talk about the travel brand, I usually say we rather than they | 0.841 | |||||
| The successes of the travel brand resonate with my travel journey | 0.792 | |||||
| When someone praises that travel brand, it feels like a personal compliment | 0.869 | |||||
| Enthusiasm (En) | I am heavily into this travel brand for my travel plans | 0.831 | ||||
| I am passionate about the travel brand | 0.844 | |||||
| I am enthusiastic about this travel brand | 0.811 | |||||
| I feel excited about the travel brand | 0.829 | |||||
| I love this travel brand | 0.835 | |||||
| Attention (att) | I want to learn more about the travel brand | 0.825 | ||||
| I pay close attention to anything about the travel brand | 0.817 | |||||
| Anything related to the travel brand grabs my attention | 0.832 | |||||
| I concentrate a lot on the travel brand | 0.843 | |||||
| I want to learn more about the travel brand | 0.857 | |||||
| Absorption (Ab) | Time flies when I am interacting with the travel brand | 0.862 | ||||
| When I am interacting with travel brands, I get carried away | 0.782 | |||||
| When interacting with the travel brand, it’s difficult for me to detach myself | 0.852 | |||||
| In my interaction with the travel brand, I am immersed | 0.824 | |||||
| Interaction (In) | Generally, I enjoy participating in discussions within the travel brand community | 0.742 | ||||
| I like actively participating in brand community discussions | 0.802 | |||||
| I thoroughly enjoy exchanging ideas with fellow professionals in the travel industry | 0.772 | |||||
| I often participate in activities of the travel brand community | 0.831 |
| Variable | Items | Item loading | Cronbach’s alpha | |||
|---|---|---|---|---|---|---|
| Phygital marketing | Touchscreens are available in tourist offices and on the streets of the destination | 0.85 | 0.942 | 0.745 | 0.744 | 0.952 |
| Official accounts of the destination on social networks | 0.89 | |||||
| Official Web of the destination in various languages, with videos, photos and the possibility of booking activities | 0.901 | |||||
| 0.912 | ||||||
| Free public wi-fi at the destination | 0.867 | |||||
| Official apps for the destination are available for both smartphones and tablets | 0.828 | |||||
| Audio guides and video guides | 0.784 | |||||
| Customer satisfaction ( | Online tourism information delivers a positive image of a destination among tourists | 0.814 | 0.94 | 0.736 | 0.942 | 0.95 |
| A destination may present its strong image to tourists with online tourism content | 0.882 | |||||
| Accurate and reliable online tourism information will encourage tourists to purchase online tourism packages with confidence | 0.852 | |||||
| Updated online tourism information will make a destination popular among tourists | 0.886 | |||||
| Online tourism information makes tourists feel relaxed while browsing online tourism destinations | 0.85 | |||||
| Customer engagement | When someone criticizes this travel brand, it feels like a personal insult | 0.832 | 0.856 | 0.735 | 0.855 | 0.858 |
| When I talk about the travel brand, I usually say we rather than they | 0.841 | |||||
| The successes of the travel brand resonate with my travel journey | 0.792 | |||||
| When someone praises that travel brand, it feels like a personal compliment | 0.869 | |||||
| Enthusiasm (En) | I am heavily into this travel brand for my travel plans | 0.831 | ||||
| I am passionate about the travel brand | 0.844 | |||||
| I am enthusiastic about this travel brand | 0.811 | |||||
| I feel excited about the travel brand | 0.829 | |||||
| I love this travel brand | 0.835 | |||||
| Attention (att) | I want to learn more about the travel brand | 0.825 | ||||
| I pay close attention to anything about the travel brand | 0.817 | |||||
| Anything related to the travel brand grabs my attention | 0.832 | |||||
| I concentrate a lot on the travel brand | 0.843 | |||||
| I want to learn more about the travel brand | 0.857 | |||||
| Absorption (Ab) | Time flies when I am interacting with the travel brand | 0.862 | ||||
| When I am interacting with travel brands, I get carried away | 0.782 | |||||
| When interacting with the travel brand, it’s difficult for me to detach myself | 0.852 | |||||
| In my interaction with the travel brand, I am immersed | 0.824 | |||||
| Interaction (In) | Generally, I enjoy participating in discussions within the travel brand community | 0.742 | ||||
| I like actively participating in brand community discussions | 0.802 | |||||
| I thoroughly enjoy exchanging ideas with fellow professionals in the travel industry | 0.772 | |||||
| I often participate in activities of the travel brand community | 0.831 |
CENG = customer engagement; PKMT = phygital marketing; CAST = customer satisfaction; PMKT4, Ab1, Ab6, In2 and Bil3 were deleted from the final analyses due to low factor loading
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