Mendeley
TY  _  JOUR
ID  -  14000531274584
TI  -  Examining the Role of a Community’s Social Media-based Destination Brand in Winning Tourists’ Hearts Towards Co-Creating Values and Visiting the Place
JO  -   Social Studies in Tourism
JA  -  ES
LA  -  fa
SN  -  2382-9664
AU  -  Ali Esmaili Zohreh
AU  -  گلی آرمین
AD  -  استادیار، مدیریت بازرگانی، گروه مدیریت، موسسه آموزش عالی رحمان، رامسر.
AD  -  مدیریت
Y1  -  2023
PY  -  2023
VL  -  23
IS  -  
SP  -  155
EP  -  180
KW  -  Tourism
KW  -   Value Co-Creation
KW  -   Emotions
KW  -   Social Media-Based Destination Brand Community
DO  -  
N2  -  This study sought to investigate the role of a community’s social media-based destination brand in winning the tourists’ hearts and convincing them to co-create values and visit the community. The population of this applied survey study comprised of Ramsar visitors who discussed it as a travel destination on social media and had used social media to choose Ramsar as a tourist destination. 
In this regard, 73 media sources where Ramsar had been discussed were selected using a judgmental sampling method. The required data were collected through electronic questionnaires from 384 visitors (out of 450 visitors) who were selected through non-probability convenient sampling. The collected data were then analyzed via SmartPLS software using structural equation modeling and path analysis technique. 
The findings of the study suggested that a community’s social media-based destination brand had a positive impact on the visitors’ enjoyment of the place, loving the place, and positive surprise towards the destination, persuading them to participate in the co-creation of values and thus revisit the place. 
UR  - rimag.ir/en/Article/36134
L1  - rimag.ir/en/Article/Download/36134
ER  -  
