Модель влияния инновационности туристских услуг на потребительское поведение
В современных условиях рынка туристских услуг разработка и внедрение инноваций в деятельность туристских предприятий стало совершенно необходимым. Однако в то время как исследования инновационности услуг становятся все более актуальными и широкими, до сих пор не сформировалось достаточное понимание ее движущих сил и результатов, включая ее связи с различными аспектами потребительского поведения. Целью данного исследования явилась разработка и тестирование модели, которая исследует влияние инновационности услуг туристских предприятий на такие конструкты потребительского поведения, как совместное создание ценности, поведенческую лояльность, удовлетворенность и адвокацию потребителей. На базе глубокой проработки литературы были выдвинуты исследовательские гипотезы. В соответствии с выдвинутыми гипотезами была разработана концептуальную модель, которая обобщает предложенные отношения. Для эмпирической проверки гипотез был проведен опрос клиентов туристских предприятий. Для обработки данных был применен подтверждающий факторный анализ CFA и двухэтапный метод структурных уравнений SEM. Результаты анализа показали, что инновационность услуг является ключевым фактором для совместного создания ценности, удовлетворенности потребителей, адвокации и поведенческой лояльности клиентов. С помощью конкурентной неопосредованной модели была выявлена роль совместного создания ценности как частичного медиатора между инновационностью услуг и остальными конструктами. Все выдвинутые гипотезы получили подтверждение. Результаты исследования могут быть полезны при формировании тактики и стратегии туристских предприятий.
Платов А. В., Новичкова И. А., Удалов Д. Э. Модель влияния инновационности туристских услуг на потребительское поведение // Научный результат. Технологии бизнеса и сервиса. 2023. 9 (3). С. 18-37. DOI: 10.18413/2408-9346-2023-9-3-0-2
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Новичкова И.А., Платов А.В., Лустина Т.Н., Петраш Е.В., Гаврилина Ю.И. Инновационный менеджмент туристской индустрии региона // Экономика: вчера, сегодня, завтра. 2023. Том 13. № 4А. С. 793-804.
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