Combing three engagement roles: A comparison of a joint survey of customer, employee, and investor engagement scales in the context of second home owners
Type
conference paper
Date Issued
2021-10-15
Author(s)
Abstract
This quantitative survey measures the engagement levels of second home owners from various Swiss destinations. It uses three established scales from engagement research. These scales come from the research areas of customer, employee, and investor engagement. Thus, the three roles of a second home owner (customer, co-producer, and investor) are covered. A total of 1’519 fully completed questionnaires are obtained. The findings show that engagement varies across different second home owners. Also, the engagement level of a second home owner is related to different independent variables. Moreover, drivers exist that destinations can use as leverage to actively influence second home owner engagement. The results suggest that increasing second home use intensity per year is significantly associated with less engagement. Additionally, they indicate that owning multiple second homes worldwide (more than one) is significantly related to an increasing engagement factor score.
Language
English
HSG Classification
contribution to scientific community
Event Title
Swiss Academy of Marketing Science (SAMS) Conference 2021
Event Location
Luzern
Event Date
15th October 2021
Eprints ID
264620