Volume 7, Issue 4 (3-2021)
Human Information Interaction 2021, 7(4): 74-89 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
ghaffari M, soltanifar E, ranjbar motlagh F, khoshroo M. Identifying Customer Journey Opportunities in 5A Model in Tourism Industry. Human Information Interaction 2021; 7 (4)
URL: http://hii.khu.ac.ir/article-1-2967-en.html
URL: http://hii.khu.ac.ir/article-1-2967-en.html
college of farabi, University of Tehran
Abstract: (2296 Views)
Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism industry.
Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.
Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).
Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers. Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system.
Methodology: The method is applied exploratory research. Population includes online tickets buyers of tours in Tehran province between February 2016 to August 2017. Sample consist of 12 targeted individuals selected to achieve theoretical saturation. Research data were collected through semi-structured interviews and analyzed using contextual analysis.
Results: Interview analysis identified, 35 indicators and 17 concepts in the form of 5 main categories: 1) Awareness, includes the concepts of word of mouth - recommendations, advertising - social media, environmental, mass media and SEO improvement; 2) Attraction includes the concepts of planned and expected positioning, the use of logical attractions, and marketing communications - persuasive advertising; 3) Question, includes the concepts of strengthening the customer relationship center, social group marketing, content marketing and social media marketing. Action categories, concepts of facilitating the purchase of brands through mobile applications (applications), ease of electronic payment through the payment gateway, offering different options from other brands and the integration of offline and online channels through Includes smartphone. The category of support includes the concepts of customer care programs, loyalty programs, including the provision of rewards and privileges, and the management of social customer relations (creating and stimulating dialogue between customers to solve their problems).
Conclusion: Opportunities in each of the stages of the 5A model in the tourism industry were identified. It is safe to say that companies using these opportunities could generate solutions where customers become aware of brands, be attracted to them, their questions are answered, buy brands' and services, and finally support brands and become their advertisers. Foremost opportunities of 5A model offers include: Friends suggestions, attractive site design, inclusive company website, e- payment portal, a message system.
Keywords: 5A model, Customer Journey Mapping, Customer Touchpoints, Tourism, Qualitative Approach, Thematic Analysis.
References
1. Aaker, D.A. (1996). Measuring Brand equity across products and markets. Management Review, Vol. 38 No. 3, pp. 102-120. [DOI:10.2307/41165845]
2. Aoki, K., Obeng, E., Borders, A. L., & Lester, D. H. (2019). Can brand experience increase customer contribution: How to create effective sustainable touchpoints with customers? Journal of Global Scholars of Marketing Science, Vol. 29, No. 1, pp. 51-62. [DOI:10.1080/21639159.2018.1551728]
3. Aoki, K., Tudor, R. K., Borders, A. L., & Lester, D. H. (2020). Why build sustainable relationships with customers?-The effects of "Ambassador Program". Journal of Global Scholars of Marketing Science, Vol. 30, No. 3, pp. 291-303. [DOI:10.1080/21639159.2020.1766368]
4. Akbar, R. A., Priyambodo, T. K., Kusworo, H. A., & Fandeli, C. (2020). Digital Tourism Marketing 4.0 Collaborative Strategy for Banggai Brothers Area, Central Sulawesi, Indonesia. Journal of Education, Society and Behavioural Science, pp. 25-38. [DOI:10.9734/jesbs/2020/v33i1130269]
5. Berman, B. (2020). Paths to Purchase: The Seven Steps of Customer Purchase Journey Mapping. Rutgers Business Review, Vol. 5 No. 1, pp. 84-100.
6. Boonsiritomachai, W., & Sud-On, P. (2020). Increasing Purchase Intention and Word-Of-Mouth through Hotel Brand Awareness. Tourism and hospitality management, Vol. 26 No. 2, pp. 265-289. [DOI:10.20867/thm.26.2.1]
7. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, Vol. 3 No. 2, pp. 77-101. [DOI:10.1191/1478088706qp063oa]
8. Buhalis, D., & Volchek, K. (2020). Bridging marketing theory and big data analytics: The taxonomy of marketing attribution. International Journal of Information Management, Vol. 56. [DOI:10.1016/j.ijinfomgt.2020.102253]
9. Camilleri, M. A. (2018). The Tourism Industry: An Overview. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 1, pp. 3-27). Cham, Switzerland: Springer Nature. [DOI:10.1007/978-3-319-49849-2_1]
10. Chen, C. F., & Huang, C. Y. (2020). Investigating the effects of a shared bike for tourism use on the tourist experience and its consequences. Current Issues in Tourism, pp. 1-15. [DOI:10.1080/13683500.2020.1730309]
11. Cholik, M. A., & SE, M. (2017). The development of tourism industry in Indonesia: Current problems and challenges. European Journal of Research and Reflection in Management Sciences Vol. 5 No. 1.pp. 49-59.
12. Chuang, T. C., Liu, J. S., Lu, L. Y., Tseng, F. M., Lee, Y., & Chang, C. T. (2017). The main paths of eTourism: Trends of managing tourism through Internet. Asia Pacific Journal of Tourism Research, Vol. 22 No. 2, pp. 213-231. [DOI:10.1080/10941665.2016.1220963]
13. Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands' social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, Vol. 53. [DOI:10.1016/j.jretconser.2019.101966]
14. Dwityas, N. A., Briandana, R., & Aulia, P. (2020). Consumer Journey of Culinary Products Through social media in Indonesia. Humanities & Social Sciences Reviews, Vol. 8 No. 1 , pp. 306-314. [DOI:10.18510/hssr.2020.8141]
15. Droudy, H. (2013). The role of model advertising message based on model (A.D.I.A) on consumer behavior. Media studies, Volume 8, Issue 2, pp. 115-122. (Persian)
16. Entekhabi, R., & Ghorbani, A. (2019). Studing the Role of AIDA Admission Procees between the Impact of Media Advertisibg on Reducing Accidents. Culture-communication studies, Volume 19, Issue 42, pp. 77-96. (Persian)
17. Ferreira, M. M., Loureiro, S. M. C., & Pereira, H. G. (2020). Communication Tools in the Customer's Journey: Application to the Tourism Sector. Exploring the Power of Electronic Word-of-Mouth in the Services Industry, pp. 288-316. [DOI:10.4018/978-1-5225-8575-6.ch016]
18. Graciola, A. P., De Toni, D., Milan, G. S., & Eberle, L. (2020). Mediated-moderated effects: High and low store image, brand awareness, perceived value from mini and supermarkets retail stores. Journal of Retailing and Consumer Services, Vol. 55, pp. 102-117. [DOI:10.1016/j.jretconser.2020.102117]
19. Hwang, J., Kim, J. Y. (2019). Food tourists' connectivity through the 5A journey and advocacy: comparison between generations Y and X. Asia Pacific Journal of Tourism Research, Vol. 25 No. 1, pp. 27-38. [DOI:10.1080/10941665.2019.1580756]
20. Hien, T. T. (2019). Marketing 4.0 With Vietnamese Small and Medium Enterprises. International Conference: Development of Small and Medium Enterprises in Vietnam in The Context of Industrial Revolution 4.0. pp. 80-87.
21. Idris, J., & Rahman, S. S. A. (2017). Aida Model, Social Media Marketing and Decision to Patronize of Muslim Friendly Hotel. Journal of Management & Muamalah, Vol. 7 No. 2, pp. 3-15.
22. Kalantari, F., & Dolatyari, E. (2018). The Effect of Advertising on Adolescents' Attraction to Football Schools in Zanjan City. Journal of sport man-agement, Volume 9, Issue 4, pp. 617-634. (Per-sian)
23. Kaur, G. (2017). The Importance of Digital Market-ing in The Tourism Industry. International Journal of Research - Granthaalayah, Vol.5 No. 6, pp. 72-77. [DOI:10.29121/granthaalayah.v5.i6.2017.1998]
24. Khan, N., Hassan, A. U., Fahad, S., & Naushad, M. (2020). Factors affecting tourism industry and its impacts on global economy of the world. Availa-ble at SSRN 3559353. [DOI:10.2139/ssrn.3559353]
25. Kim, S. S., Choe, J. Y. J., & Petrick, J. F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Jour-nal of Destination Marketing & Management, Vol. 9, pp. 320-329. [DOI:10.1016/j.jdmm.2018.03.006]
26. Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital. New Jersey: Wiley.
27. Kotler, P., H. Kartajaya, I. Setiawan. (2019) Mar-keting 4.0: ot traditsionnoto kam digitalnoto. So-fiya, Lokus Pablishing.
28. Kruger, M., & Saayman, M. (2017). An experience‐based typology for natural event tourists. Interna-tional journal of tourism research, Vol. 19 No. 5, pp. 605-617. [DOI:10.1002/jtr.2133]
29. Kvale, S.(1996). Inteviews : An Introduction to qualitative research interviewing thousand Oaks, CA. Sage.
30. Liu, X., Li, J., & Kim, W. G. (2017). The role of travel experience in the structural relationships among tourists' perceived image, satisfaction, and behavioral intentions. Tourism and Hospitality Research, Vol. 17 No. 2, pp. 135-146. [DOI:10.1177/1467358415610371]
31. Long, N. T., & Nguyen, T. L. (2018). Sustainable development of rural tourism in an Giang Prov-ince, Vietnam. Sustainability, Vol. 10 No. 4, pp. 953-973. [DOI:10.3390/su10040953]
32. Malone, S., McKechnie, S., & Tynan, C. (2018). Tourists' emotions as a resource for customer value creation, cocreation, and destruction: A customer-grounded understanding. Journal of Travel Research, Vol. 57 No. 7, pp. 843-855. [DOI:10.1177/0047287517720118]
33. Mucz, D., & Gareau-Brennan, C. (2019). Evaluat-ing Customer Experience through Customer Jour-ney Mapping and Service Blueprinting at Edmon-ton Public Library: An Exploratory Study, The Canadian Journal of Library and Information Practice and Research, vol. 14, No. 1. [DOI:10.21083/partnership.v14i1.4743]
34. Ngo, V. M., & Vu, H. M. (2020). Customer agility and fi rm performance in the tourism industry. Tourism: An International Interdisciplinary Jour-nal, Vol. 68 No. 1. pp. 68-82. [DOI:10.37741/t.68.1.6]
35. Pashootanizadeh, M., & Khalilian, S. (2018). Ap-plication of the AIDA model Measuring the effec-tiveness of television programs in encouraging teenagers to use public libraries. Information and Learning Science, Vol. 119 No. 11. pp. 635-651. [DOI:10.1108/ILS-04-2018-0028]
36. Pencarelli, T. (2020). The digital revolution in the travel and tourism industry. Information Technol-ogy & Tourism, Vol. 22 No. 3, pp. 455-476. [DOI:10.1007/s40558-019-00160-3]
37. Peteva, V. (2020). Modern Consumers and the Decision-Making Process in the Context of Digitalization. Izvestia Journal of The :union: of Scientists - Varna. Vol. 9 No. 2, pp. 32-42. [DOI:10.36997/IJUSV-ESS/2020.9.2.32]
38. Schrotenboer, D. W. D. (2019). The Impact of Arti-ficial Intelligence along the Customer Journey: A Systematic Literature Review. 12th IBA Bachelor Thesis Conference, July 9th.
39. Sheiner, D. Z., & Lahav, T. (2018). Managing mar-keting communications: Customer-initiated con-tact on Israeli Facebook brand pages. Qualitative Market Research, Vol. 23 No. 3, pp. 363-379. [DOI:10.1108/QMR-12-2017-0177]
40. Sutono, A. (2019). Supply chain management: implementation issues and research opportunities in tourism industry. Uncertain Supply Chain Man-agement, vol. 7 No. 3, pp. 427-438. [DOI:10.5267/j.uscm.2018.12.004]
41. Surriadi, B., Raharja, S. J., & Hendriyani, C. (2019). Developing Customer's Engagement Through Entrepreneurial Orientation with Damo Approach in the Omni Way (Case Study of Veil Fashion Creative Industry in Indonesia). Review of Integrative Business and Economics Research, Vol. 8 No. 3. pp. 113-121.
42. Sørensen, F., & Jensen, J. F. (2015). Value creation and knowledge development in tourism experi-ence encounters. Tourism Management, Vol. 46, pp. 336-346. [DOI:10.1016/j.tourman.2014.07.009]
43. Tresyanto, C. A., & Ayu, S. A. (2020). PenerapAan Strategi Marketing 4.0 Pada Wisata Museum Sepuluh November (Tugu Pahlawan) Surabaya. E-Jurnal Ekonomi dan Bisnis Universitas Udaya-na, Vol. 9 No. 4. Pp. 341-356. [DOI:10.24843/EEB.2020.v09.i04.p03]
44. Yachin, J. M. (2018). The 'customer journey': Learning from customers in tourism experience encounters. Tourism management perspectives, 28, 201-210. [DOI:10.1016/j.tmp.2018.09.002]
45. Yunus, E., & Indrasari, M. (2017). Opportunities and challenges of tourism industry. International Journal of Economic Research, 14(7), 277-291.
46. Wozniak, T., Schaffner, D., Stanoevska-Slabeva, K., & Lenz-Kesekamp, V. (2018). Psychological antecedents of mobile consumer behaviour and implications for customer journeys in tourism. In-formation Technology & Tourism, Vol. 18 No. 1-4, pp. 85-112. [DOI:10.1007/s40558-017-0101-8-----------]
Send email to the article author
| Rights and permissions | |
 | This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
