Promoting Relationship Marketing of Tour Leaders’ Blog: The Role of Charisma
Article first published online: 25 FEB 2013
Copyright © 2013 John Wiley & Sons, Ltd.
International Journal of Tourism Research
Volume 16, Issue 5, pages 417–428, September/October 2014
How to Cite
2014), Promoting Relationship Marketing of Tour Leaders’ Blog: The Role of Charisma, International Journal of Tourism Research, 16, pages 417–428, doi: 10.1002/jtr.1935and (
- Issue published online: 4 SEP 2014
- Article first published online: 25 FEB 2013
- Manuscript Accepted: 5 JAN 2013
- Manuscript Revised: 9 DEC 2012
- Manuscript Received: 10 JUN 2012
- blog function characteristics;
- relationship marketing;
Whether blogs possess relationship marketing outcomes is a subject that has not been analyzed empirically. The purpose of this study is to examine the relationship between blog function characteristics and relationship marketing outcomes as well as to clarify the role of tour leaders’ charisma. Online survey data from 415 customers indicate that blog function characteristics have a positive effect on relationship marketing outcomes. Tour leaders’ charisma also has a significant moderating effect on the relationship between blog function characteristics and relationship marketing outcomes. Implications of these findings as well as future research are subsequently discussed. Copyright © 2013 John Wiley & Sons, Ltd.