Цифровой маркетинг, репутация бренда и выбор роскошного отеля во Вьетнаме

Данное исследование анализирует роль интегрированного цифрового маркетинга в формировании выбора роскошных отелей международными туристами на развивающемся рынке с учетом репутации бренда в качестве частичного медиатора. Цель: исследование направлено на преодоление концептуальной фрагментации в научной литературе по гостиничному маркетингу путем рассмотрения цифрового маркетинга как интегрированной системы и уточнения его прямого и косвенного влияния на поведение потребителей при выборе. Метод: проведено количественное кросс-секционное исследование среди международных гостей одиннадцати пятизвездочных отелей города Хюэ, Вьетнам (n = 489). Цифровой маркетинг был смоделирован как формирующий конструкт второго порядка, включающий семь рефлексивных измерений. Данные были проанализированы с использованием метода частичных наименьших квадратов (PLS‑SEM) с процедурой бутстрэппинга. Результаты: цифровой маркетинг оказывает значительное влияние на выбор роскошных отелей и существенно повышает репутацию бренда. Репутация бренда также положительно влияет на выбор отеля, однако ее медиирующая роль является ограниченной. Показатель доли объясненной дисперсии свидетельствует о низком уровне частичного медиирования, что указывает на преобладание прямых эффектов цифрового маркетинга. Вклад: исследование вносит вклад в развитие научной литературы, моделируя цифровой маркетинг как интегрированный конструкт более высокого порядка и объединяя теорию сигналов с теорией стимулов среды. Работа предоставляет контекстно-специфические эмпирические данные для развивающегося туристического направления и формулирует управленческие рекомендации по приоритизации цифровых стратегий, а также определяет направления для будущих исследований, включая распределение ресурсов и развитие цифровых технологий. 

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