Impact of Electronic Word-Of-Mouth on Consumer-Based Brand Equity and Purchase Intention: Hotel Industry in Thailand

Electronic word-of-mouth is a new form of informal communication where messages are disseminated to others using social media and other electronic platforms. This research investigates eWOM to determine its impact on the perception of brand equity and the intentions of consumers to purchase hotel services in Thailand. Using a quantitative approach and a non-probability sampling method, 410 Thai respondents aged 18 and above with relevant hotel experiences participated in this study. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were used to analyze the model fit and the validity and reliability of the variables. In addition, in order to investigate the relationship between the constructs, first-order and second-order approaches were used, in which eWOM was the second-order construct in the study, while its credibility, valence, and volume, were first-order constructs. The findings indicated that eWOM positively affects all brand equity dimensions and purchase intentions, showing the strongest significant positive effect on brand awareness. Additionally, brand equity dimensions were shown to mediate the effect of eWOM on purchase intentions. Details of the analyses and discussions are included in the latter part of this paper.

Coping with Disruption using Social Media Marketing: A Full Throttle

This review expands our insights into how micro, small, and medium enterprises or MSMEs cope with disruption in Metro Manila in the Philippines using social media marketing. COVID-19 accelerated certain processes forcing local businesses to embrace digital marketing transformation. Thus, it enables local businesses to intensify their social media marketing (SMM) efforts to remain relevant due to a series of lockdowns and government-initiated restrictions. Based on the systematic review, the researcher proposes a conceptual framework to answer the question: How can MSMEs cope with disruption through social media marketing to attain positive brand equity? The proposed conceptual framework looked into synonymous themes such as marketing competencies (MC), omnichannel strategies (OC), and brand equity (BE). Within the process, MSMEs can optimize their social media marketing strategies as a springboard to reimagine the new normal with significance on how the business would aggrandize its resources. Moreover, as of October 2021, the entire nation has entered the post-pandemic period, making this study pertinent for local enterprises. Indeed, MSMEs attempt to bounce back from a two-year incubus. [ FROM AUTHOR] Copyright of International Journal of Multidisciplinary: Applied Business & Education Research is the property of Future Science and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)

The impact of integrated marketing communications consistency on destination brand equity in times of uncertainty: the case of Croatia

PurposeThis paper aims to examine how message consistency pursued through integrated marketing communications (IMC) can build a strong destination brand equity in a very dynamic environment and whether this process is affected by the perceived risk of COVID-19.Design/methodology/approachData collection was conducted among 333 international tourists visiting Croatia, a destination that has experienced a remarkable boom in the summer/autumn season of 2021, regardless of the pandemic. Partial least squares–structural equation modelling (PLS-SEM) was used for data analysis.FindingsResults show that IMC consistency has a significant impact on the four destination brand equity dimensions, i.e. awareness, image, perceived quality and loyalty. This influence is found to be the highest on destination brand awareness and the lowest on destination brand loyalty. Perceived risk of COVID-19 moderates the impact of message consistency on brand image and perceived quality.Originality/valueTo the best of the authors' knowledge, this is the first study that examines the role of IMC consistency in a tourism context during turbulent times. The impact of IMC consistency is analyzed on different components of destination brand equity, which addresses the most recent research call from tourism literature. The moderating effects of perceived risk are considered, thus providing additional implications in a context of high uncertainty. Finally, IMC consistency is assessed from the consumer rather than managerial viewpoints, thus adopting the necessary outside-in approach embedded in the IMC idea.

Role of Marketing Strategies to Generation Z in Emerging Markets

The aim of this research is to examine the marketing strategies to Generation Z, social media cognitive engagement, social media influencer, perceived corporate social responsibility and user-generated media communication and hedonic brand image as moderator on generation Gen Z purchase intention, and examining these effects in Covid'19 pandemic recession phase in Pakistan. Research was completed on Generation Z respondents, using an online survey questionnaire were evaluated using through factor analysis, model fit, SEM via Smart PLS 4. Empirical results via structural equation modeling demonstrate that the impact of the four constructs played a partially significant role on Gen Z purchase intention. Gen Z has strong bonding with social media engagement and aware of CSR activities of an organization and confirmed their behavior toward e-shopping. Brand equity and Citizen Behavior are could be examined as a dependent variable but we didn't due to lack of literature. Social media cognitive engagement and perceived corporate social responsibility has strong relation with generation Z purchase intention which indicates generation Z is engage with social media and CSR activities. Online business operators and trend setter can identify and promote their business on social media sites. Through this study marketers and professionals can also formulate strategies to increase promote their business. The empirical results provide academic contributions to the current group of knowledge in the marketing to capture Gen Z. Using advanced quantitative data analysis will eventually enable future researchers to explain the contribution of the current study to understanding the importance of Generation Z psychology.

Eliciting consumer-engagement and experience to foster consumer-based-brand-equity: moderation of perceived-health-beliefs

Although consumer-brand-engagement (CBE) and consumer-brand-experience (CBX) are identified as important research priorities, empirically based insights regarding their relationship with tourism-consumers' resulting consumer-value cocreation (CVC), emotional-attachment and consumer-based-brand-equity (CBBE) remains scant, particularly during COVID-19 pandemic. In responding to this research gap, following Service-Dominant-Logic and Protection-Motivation-informed theories, we propose and test a model that explores the influence of CBE and CVC on CBX, which consequently effects emotional-attachment and CBBE with tourism service-brands. To explore such issues, we recruit a sample of 318 customers by using PLS-SEM. PLS-SEM-results indicate that CBE has a positive impact on CVC and CBX. Second, findings reveal CBX's positive influence on emotional-attachment and CBBE. Third, results corroborated the CBE's and CVC's indirect effect on emotional-attachment and CBBE, as mediated through CBX. Finally, findings illustrated a negative moderating influence of perceived-severity and positive moderating effect of self-efficacy among projected associations. We offer significant theoretical/managerial implications that develop from this study. © 2023 Informa UK Limited, trading as Taylor & Francis Group.

The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement

As brand equity (BE) is a valuable, but intangible, asset of any firm, understanding BE represents a primary task for many organizations. Factors that influence the development of BE are of inordinate academic and practical significance and a source of continuous investigation. While the current literature on social media communication (SMC) and BE provides a wealth of information, our study pioneers the most recent processes of mediation and moderation of electronic word-of-mouth and product involvement (PI) in BE research. Accordingly, the results of this work will likely become one of the key sources of information in sustainable marketing planning and in the development of strategies. To accomplish this goal, we assessed the structural relationships among SMC, electronic word of mouth (e-WOM), PI, and BE. A questionnaire survey was administered concerning consumer brands in China. In this survey, due to the need for social distancing during the COVID-19 pandemic, the questionnaire was distributed and collected via the internet. A total of 369 data sets were analyzed by partial least squares structural equation modeling (PLS-SEM). The results of our investigation reveal that: (a) social media firm- and user-generated content have a positive impact on e-WOM, (b) social media firm- and user-generated content have a positive impact on BE, (c) e-WOM has a positive impact on BE and serves as an intermediary role between SMC and BE, and (d) PI exerts specific moderating effects between SMC and BE.

Strengthening Brand Equity in Hotel Chains: Insights from Emerging Vs. Developed Economies

Today, many consumers seek to stay in environmentally sustainable hotels. Moreover, the tourism industry is one of the most impacted by the COVID-19 outbreak. In this increasingly competitive environment, companies in general, and hotels in particular, must offer unique experiences through value co-creation. The purpose of this work is to analyze the impact of "green” practices and value co-creation on brand equity, evaluating the moderating role of the consumer's nationality in the setting of hospitality companies. From a personal survey of 309 hotel guests in Valencia (Spain) and 302 guests in Bogotá (Colombia), evidence is obtained on the existence of some differences depending on the guest's country of origin, thus allowing hotel managers to have a better knowledge when designing their corporate strategies. © 2023 Taylor & Francis Group, LLC.

The path of universities to sustainability: Students perspectives during the COVID-19 pandemic.

Background: The COVID-19 pandemic baffled the traditional educational system and the face-to-face educational process, shifting to the online environment. Almost all university activities were carried out online for a period of time, which put pressure on university strategies, including sustainability. To maintain the international ranking of universities applying a sustainability strategy, the largest and most representative university in Romania continued to implement the principles of sustainability in its activities during the COVID-19 pandemic, thus fostering a positive, strong, and trustworthy image amongst its main group of stakeholders, namely students. Objective/Aim: The aim of this paper is to determine to what extent students related to the university's sustainable strategy during the COVID-19 pandemic and to assess whether students could rely on their university to integrate sustainability-related strategies into the overall university strategy. Methods/Instruments: The authors propose a conceptual model to generate trust in the sustainable practices, which is analyzed with the help of structural equations in SmartPLS. Results: The results highlight the fact that the students continued to adopt sustainability principles during the pandemic, expressing their preference that the university continue to implement its sustainability strategy, although the focus was on the safety measures generated by the new context. This strategy focusses on sustainable practises, green mobility, and consumption, and, of course, on the sustainable initiatives that address them. Conclusions/implications: The article presents research based on stakeholder theory, emphasizing the numerous implications for higher education institutions, which can adopt different good practices with a view to improving stakeholder trust and satisfaction.

Corporate social responsibility and international students mobility in higher education

Purpose: Building upon the attribution and brand resonance theories, this paper aims to investigate the effects of perceived corporate social responsibility (CSR) in higher education institutions on brand reputation, trust, equity and loyalty. Design/methodology/approach: The data for this study were collected from international students of one public and one private university in Malaysia. Partial least squares-structural equation modelling was applied to analyse the data. Findings: The findings revealed very strong effects of perceived CSR on brand reputation and trust. Moreover, the results determined the positive effects of brand reputation and trust on brand equity and loyalty. Additionally, findings support the positive indirect effects of perceived CSR on brand equity and loyalty through brand reputation and trust. Originality/value: This study provides unique theoretical and practical contributions which can inform countries how to attract international students, particularly in post COVID-19 era. © 2023, Emerald Publishing Limited.

The impact of activity type and use of health and safety protocols for destination recovery following a health crisis

This paper examines whether, following a prolonged health crisis, the offer of a tourist destination coupled with the use of health and safety protocols at the destination, influences brand equity and intention to visit. Specifically, it (a) examines whether the indoor/outdoor activity offers influence brand equity and intention to visit, (b) demonstrates whether health and safety protocols influence brand equity and intention to visit, and (c) tests whether there is a moderating effect by the use of health and safety protocols in destinations specializing in indoor, rather than outdoor, activities. The study is based on an experimental design in which the type of offer (out/indoor activities) and the use of anti-covid protocols versus their non-use were manipulated. © 2023 Informa UK Limited, trading as Taylor & Francis Group.

Relationship sustainability-store equity across segments of retail customers

PurposeThe study of sustainability in retail has experienced an exponential interest in recent years as a result of greater awareness on the part of consumers of the negative effects of the current way of producing and consuming on society and the environment. This work examines the heterogeneous evaluation based on behavioural variables in retail trade and how consumer perceptions towards sustainable practices implemented in stores can influence the overall store equity.Design/methodology/approachThe authors propose a theoretical model based on the literature, tested through a mixed regression model in a sample of 510 customers of food retail establishments.FindingsThe dimensions of sustainability are postulated as driving forces of brand equity towards the retail establishment. Specifically, social sustainability shows a greater impact on consumer perception, being the main factor in the development of the store's brand equity. Furthermore, the analysis of unobserved heterogeneity identifies three latent classes in which the effects of perceptions on sustainable retail activities vary across consumer segments.Originality/valueThe study analyses in a single model the effect of sustainability dimensions on store equity from the consumer's perspective, analysing the differences between these relationships as a consequence of the unobserved heterogeneity of consumers.

The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market

PurposeScholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap.Design/methodology/approachThis study adopts (1) established theoretical lenses: brand equity, marketing mix and cue utilization theories, (2) a mixed-methods approach: a focus group and two surveys and (3) structural equation modeling on two samples of consumers (one homogeneous and one heterogeneous) of global soft drink brands in Vietnam.FindingsThe study reveals significant and nonsignificant relationships among the selected marketing mix elements and brand loyalty and its antecedents of global FMCG. Slight differences in these relationships among the two samples are found. The existing scales are also reconciled with more suitable indicators. The results significantly contribute to the existing knowledge on marketing mix, brand equity and GBL, and global consumer culture.Originality/valueThis is the first study to investigate the simultaneous effects of advertising efforts, distribution intensity, and store image on brand loyalty and its antecedents of global FMCG in an emerging market. The findings will help practitioners develop suitable global branding strategies to manage global brand image and achieve consumer loyalty across emerging markets.

Brand equity and stock performance in time of crisis: evidence from the COVID-19 pandemic

PurposeThis paper aims to investigate the impact of brand equity (BE) on stock performance (i.e. stock return, volatility and beta), and compare the performance of a high brand equity stocks (HBES) portfolio with that of the overall market during market downturn, market upturn and total disturbance periods of the COVID-19 pandemic in 2020.Design/methodology/approachStock performance data and brand valuation estimates are obtained from various sources to assemble a portfolio of HBES and conduct the analyses. Econometric models are estimated to examine the impact of BE on stock performance and compare the HBES portfolio performance versus the overall market.FindingsBE was positively associated with stock return and negatively associated with both types of risk (volatility and beta) during the COVID-19 pandemic. Specifically, during the market downturn period, BE was positively related to stock return and negatively related to stock volatility;during the market upturn period, BE was negatively associated with both types of risk;and during the total disturbance period, BE was positively associated with stock return and negatively associated with both types of risk. Finally, the HBES portfolio outperformed the market (S&P 500 index).Research limitations/implicationsThe findings advance the extant research by providing evidence pertaining to brands' role in mitigating the impact of unpredictable market shocks and crises, such as the COVID-19 pandemic, on stock performance. While brands are mostly viewed as drivers of sustained competitive advantage and profitability, their protective role in crisis times is noteworthy.Practical implicationsThe research findings potentially help marketing and brand managers to justify marketing spending and craft their strategies to enhance firm performance during crises similar to COVID-19.Originality/valueThe marketing–finance interface can benefit from insights offered by the COVID-19 pandemic, as such crises are becoming prevalent and are capable of damaging various stakeholders' outcomes (firms, investors and customers). The empirical examination is separately conducted on the market downturn, market upturn and total disturbance period attributable to the COVID-19 pandemic.

Guest editorial: Global branding management in a rapidly changing environment

[...]the renascence of consumer ethnocentrism, patriotism, local identity and global company animosity has shadowed the prospect of global brands (He and Wang, 2015). [...]in an age of emerging and growing antipathy towards globalization, perhaps fueled by global crises such as the COVID-19 pandemic, a relevant issue within the global branding literature needs to be answered. Lang, Behl, Guzman, Pereira and Del Giudice (The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market) investigate the simultaneous impact of advertising efforts, distribution intensity, and store image on global brand loyalty of fast-moving consumer goods in emerging markets. The study reveals variations among the selected marketing mix elements and brand loyalty, contributing to the understanding of global consumer culture, marketing mix, brand equity and global brand loyalty.

Traditional media or social media? Corporate green media communication and consumer intention to cocreate green value in post-COVID-19 China

PurposeThis study investigated whether there are differences in the effects of green traditional media communication (GTMC) and green social media communication on consumers' intention to cocreate green value (ICGV) in post-COVID-19 China. The authors further tested the chain mediating role of cocreation efficacy and cocreation outcome expectation and the moderating role of perceived CSR image.Design/methodology/approachUsing a survey, we collected a dataset of 683 consumers through stratified random sampling in main shopping malls in four Chinese cities. Structural equation modeling (SEM) was used to test the conceptual framework and hypotheses, and bootstrapping was used to estimate the mediated standardized regression coefficients. Multiple linear regression analysis was used to test the moderating effect.FindingsGTMC, firm-created content (FCC), and user-generated content (UGC) all had positive effects on ICGV. Cocreation efficacy and cocreation outcome expectation had a chain mediation effect in GTMC and ICGV, UGC, and ICGV. Perceived CSR image positively moderated the effects of both GTMC and FCC on ICGV. However, perceived CSR image did not significantly moderate the relationship between UGC and ICGV.Originality/valueThis study contributes to our understanding of the effect of green media communication on consumers' ICGV in post-COVID-19 China. It also develops the concepts of cocreation efficacy and cocreation outcome expectation. Moreover, analyzing the chain mediating role of cocreation efficacy and cocreation outcome expectation in green media communication and ICGV extends social cognitive theory to the context of green value cocreation. Finally, examining the moderating role of perceived CSR image provides a basis for understanding the boundary conditions of green media communication's effect on ICGV.

Brand communication and the mass vaccination center: stadium, team and community perspectives

PurposeThe usage of sport stadia for public service is increasingly common and may come in different forms. In the COVID-19 pandemic, this included sport entities hosting mass COVID-19 vaccinations at their stadiums. The purpose of this study was to examine the branding effects of a COVID-19 mass vaccination center as communicated by (1) a sport entity (i.e. stadium and its two teams) and (2) the public.Design/methodology/approachThe authors analyzed the entity's social media messages related to the mass vaccination center for the three groups, the stadium and its two sports team tenants (N = 48) while comparing the public's social media content about the vaccination center (N = 187). An empirical material coding analysis was conducted.FindingsThe sport entity's posts revealed 12 codes, five categories and two themes communicated about their brand: In this together–community impact and showcasing brand attributes. The public posts analysis revealed 21 codes, eight categories and four themes, creating brand awareness, establishing/reaffirming brand attributes, affective response and in this together–community response.Originality/valueThe identification of the two organization themes and four public themes provided an initial examination of the mass vaccination efforts' impact on the sport entity's brand. With the rise of stadia being utilized as public service venues (e.g. voting centers and disaster shelters), the results of the study can provide guidance to communicating the host team's brand during these times. Results also suggest the public perception of such service reflected positive opportunities for brand exposure and subsequent effects for the teams.

Leading brand communication during crises: COVID-19 lockdown at Gautrain, South Africa

Learning outcomes: The learning outcomes of this study are as follows: 1. comprehending foundational dimensions of brand equity and criteria to compare the use of traditional and new media in leading brand communication appropriateness and performance;2. understanding and evaluating implications of leading brand communications during times of crises;and 3. creating recommendations for leading brand communication preparedness and response to crises. Case overview/synopsis: On 16 August 2020, Dr Barbara Jensen Vorster, Senior Executive Manager, Communications and Marketing of the Gautrain Management Agency (GMA), in Midrand South Africa, considered her dilemma of adapting their communication approach during COVID-19 and beyond the current crisis. The GMA relied on traditional media and the crisis created an opportunity to rethink their entire communications approach. It was important to the GMA communications team to keep the Gautrain commuters connected even though they might not be using the Gautrain during the lockdown of COVID-19. Jensen Vorster believed that a brand should be adaptive and continue even when a service is not running. Jensen Vorster had to lead her communications team when they were all working from home, and they had to keep commuters informed of the requirements during the different levels of lockdown in South Africa. Their various campaigns during this time purposefully communicated with commuters and the various "staying home” initiatives with the intention of lifting spirits. The communication outreach during the COVID-19 pandemic switched over to social media communications out of necessity;however, was that ideal communication during a crisis? While most of the case focuses on this external communication, the case pays attention to some internal communication initiatives by Jensen Vorster with her own team and for the Gautrain's staff. The question is whether brands should shift from traditional media to new media campaigns during the 21st-century crises? Students will get the opportunity to compare the use of traditional and new media during crisis times. How might they approach their brand communications during COVID-19 and in preparation for future crises? Complexity academic level: Marketing and Business Communications and Leadership courses for MBA or executive education programs. Study level/applicability: Masters level MBA. Research method: The team of authors conducted face-to-face interviews prior to and during the lockdown in South Africa;the interviews were conducted online through Zoom. Interviews included Dr Barbara Jensen Vorster, Senior Executive Manager, Communications and Marketing of the Gautrain Management Agency and Kesagee Nayager, the Marketing and Communications Executive Manager at Bombela Concession Company. Viwe Mgedzi, Executive Manager for Knowledge Management, provided documents supporting the case. The researchers also conducted desktop research of secondary data, including media and press articles on the companies. The @Gautrain Twitter feed was very important for the researchers to investigate as part of the secondary data research, to triangulate the interview data. For example, see one of the Twitter feeds on 17 March 2020, 5:37 pm. The following Twitter feed on the Gautrain's status confirmed the interview data: https://twitter.com/TheGautrain/status/1239938937885466633 The main resources of this case study were the interviews and the media articles to offer objective references. The authors used the following two newspaper articles to triangulate the information they gained from the interviews: BusinessTech, March 18, 2020, accessed March 8, 2021 at https://businesstech.co.za/news/lifestyle/382707/south-african-coronavirus-cases-jumps-to-116-as-a-gautrain-exec-tests-positive/ Timeslive, www.timeslive.co.za/news/south-africa/2020-03-17-staff-in-self-isolation-after-executive-tests-positive-two-gautrain-stations-chemically-decontaminated/ Supplementary materials: Teaching notes are available for educators only. Subject code: CSS 7: Management sc ence;CSS 8: Marketing. © 2023, Emerald Publishing Limited.

Is firm-generated content a lost cause?

The COVID-19 pandemic brought lockdowns upon consumers and firms alike, and social media became the vehicle by which brands attract more customers into their sales funnels. Accordingly, firm-generated content (FGC) has become a popular tool, allowing brands to use various content types to show consumers sharable, informative, and comment-worthy information. From the customer's perspective, this content type competes with, and complements, user-generated content (UGC). As current research focuses mainly on UGC, several questions regarding the social media marketing role of FGC, remain unanswered. Hence, this study aims to explain how FGC influences customer purchase intention, using online survey data. We use partial least squares structural equation modeling to analyze the data and determine users' attitudes toward FGC. The findings suggest that FGC negatively influences purchase intention and has little effect on brand equity and attitude. These results challenge marketers to rethink their online marketing strategies. (PsycInfo Database Record (c) 2023 APA, all rights reserved)

Wine tourism in Spain: The economic impact derived from visits to wineries and museums on wine routes

Wine and tourism represent a perfect symbiosis, as they offer a different experience to tourists and also promote the economic, social, and environmental development of wine regions. In Spain, wine tourism is an increasingly important research field and several studies have been conducted on the role of wine routes in boosting the competitiveness of a territory, increasing wine production, improving the quality of life of citizens, and respecting the environment. However, to the best of our knowledge, the economic impact generated by these routes in Spain has not been addressed in the academic literature. To overcome this research gap, this paper aims to analyze the supply and demand of tourism activities by examining the evolution of the institutions involved in the Spanish wine routes, on the one hand, and the economic impact of these routes, on the other. The results show a sharp drop in the supply of institutions and the demand for tourist routes in 2020 as a result of COVID-19, with a decrease of 2.58% in the total number of institutions adhered to the wine routes, a decrease of 73.53% in the total number of visitors to the different Wine Routes of Spain and a decrease of 74.7% in the economic impact compared to the previous year. Likewise, the research shows the existence of differences between the Wine Routes of Spain in terms of the number of visitors and their economic impact, which could serve as a guide for managers to make investments through acquisitions and/or their own investments in wineries located on the routes with the greatest economic impact.

Examining relationships between precautionary measures taken for COVID-19 at the destination, service quality, brand equity and behavioral intention: a comparison market segments

This study examines the relationships between the precautionary measures taken for COVID-19 (PMC) at the destination and destination service quality (DSQ), destination brand equity (DBE), and tourists' behavioral intention, and it also investigates the moderating role of PMC between these variables. In addition, this study also examines whether the relationship between the variables is different for domestic and international visitors, as well as being first-time/repeat visitors. The quantitative research method was implemented to test research hypotheses, and it was exploited the survey for research data. Overall, 423 valid data were collected from tourists who came to the Turkey-Fethiye destination between July and October 2021. The structural equation model was established, and was tested the research hypotheses with the help of path analysis. The findings showed that the PMC had significant impacts on tourists' perceptions of DSQ, DBE, and their behavioral intention. On the other hand, while the DBE and behavioral intention are positively affected by DSQ, the PMC has a moderating role in the relationships between these variables. Finally, the empirical results provide theoretical and practical implications for destination managers for the development of safety measures in tourism services and the design of effective actions to gain a competitive advantage.