THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE
The purpose of this paper is to study the relationship between ethical ideologies and the judgment of online marketing communications ethics in the tourism market. The aim of the research is also to establish a relationship between the judgement of online communications ethics and behavioural intent...
Published in: | Zbornik Veleučilišta u Rijeci |
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Main Authors: | , |
Format: | Article in Journal/Newspaper |
Language: | English |
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Polytechnic of Rijeka
2019
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Online Access: | https://hrcak.srce.hr/219984 https://hrcak.srce.hr/file/321154 |
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online marketing communication ethics online marketing communications ethical ideologies tourism students Ethics Position Questionnaire marketinška etika etičke ideologije internetska komunikacija turizam Upitnik etičke pozicije |
spellingShingle |
online marketing communication ethics online marketing communications ethical ideologies tourism students Ethics Position Questionnaire marketinška etika etičke ideologije internetska komunikacija turizam Upitnik etičke pozicije Lončarić, Dina Balent, Mateja THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE |
topic_facet |
online marketing communication ethics online marketing communications ethical ideologies tourism students Ethics Position Questionnaire marketinška etika etičke ideologije internetska komunikacija turizam Upitnik etičke pozicije |
description |
The purpose of this paper is to study the relationship between ethical ideologies and the judgment of online marketing communications ethics in the tourism market. The aim of the research is also to establish a relationship between the judgement of online communications ethics and behavioural intentions. The paper is based on empirical research conducted using the scenario method and survey method. The Ethics Position Questionnaire (EPQ) was used to measure ethical ideology along two dimensions, relativism and idealism. Five scenarios were designed, describing potentially ethically ambiguous situations. A relationship was established between ethical ideologies and ethical judgements of online marketing communications. The study proved that respondents who scored higher on the idealism scale have more rigid criteria with regard to online communications ethics and were better at recognising ethically ambiguous situations. A relationship between the ethical judgements of the described situations and behavioural intention was also established. Although topics relating to online communications on the tourism market are extensively researched, there are few studies dealing with ethical judgement of such communications. The special contribution of this paper is in the fact that research includes students of tourism and hospitality who will, in the near future, find themselves in situations where they will need to make, and take moral responsibility for, decisions regarding communications in the tourism market. Therefore, this research contributes both to theory and practice. Svrha rada je istražiti povezanost između etičkih ideologija i prosudbe etičnosti online marketinške komunikacije na turističkome tržištu. Cilj je istraživanja, također, utvrditi povezanost između prosudbe etičnosti komunikacije na internetu i namjere ponašanja. Rad se temelji na empirijskom istraživanju u kojemu su primijenjene metoda scenarija i metoda ispitivanja. Kao instrument istraživanja korišten je Upitnik etičke pozicije (EPQ) kojim su mjerene etičke ideologije uvažavajući dimenzije relativizma i idealizma. Oblikovano je pet scenarija kojima su opisane potencijalne etički dvojbene situacije. Utvrđena je povezanost između etičkih ideologija i prosudbe etičnosti u online marketinškoj komunikaciji. Istraživanje je dokazalo da ispitanici koji ostvaruju više rezultate na ljestvici idealizma imaju strože kriterije u odnosu na etičnost u online komunikaciji i bolje raspoznaju etički dvojbene situacije. Utvrđena je i povezanost između prosudbe etičnosti opisanih scenarija i namjera ponašanja. Iako su teme u području internetske komunikacije na turističkome tržištu do sada istraživane, ima malo studija koje se odnose na prosudbu etičnosti takve komunikacije. Poseban doprinos ovoga rada očituje se u činjenici da su istraživanjem obuhvaćeni stavovi studenata turizma i ugostiteljstva koji će se u bliskoj budućnosti i sami naći u situacijama u kojima će trebati preuzeti moralnu odgovornost za odluke u vezi s komunikacijom na turističkome tržištu. Ovo istraživanje, stoga, daje doprinos i teoriji i praksi. |
format |
Article in Journal/Newspaper |
author |
Lončarić, Dina Balent, Mateja |
author_facet |
Lončarić, Dina Balent, Mateja |
author_sort |
Lončarić, Dina |
title |
THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE |
title_short |
THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE |
title_full |
THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE |
title_fullStr |
THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE |
title_full_unstemmed |
THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE |
title_sort |
impact of ethical ideologies on the judgment of online marketing communications ethics in the tourism market – tourism students’ perspective |
publisher |
Polytechnic of Rijeka |
publishDate |
2019 |
url |
https://hrcak.srce.hr/219984 https://hrcak.srce.hr/file/321154 |
long_lat |
ENVELOPE(7.500,7.500,62.689,62.689) |
geographic |
Malo |
geographic_facet |
Malo |
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sami |
genre_facet |
sami |
op_source |
Zbornik Veleučilišta u Rijeci ISSN 1848-1299 (Print) ISSN 1849-1723 (Online) Volume 7 Issue 1 |
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info:eu-repo/semantics/altIdentifier/doi/10.31784/zvr.7.1.5 https://hrcak.srce.hr/219984 |
op_rights |
info:eu-repo/semantics/openAccess The usage of full-text of the articles can be used exclusively for personal, research-related or educational purposes, with regard to the authors' and publishers' rights. The rights to use the papers are defined by the Creative Commons CC BY-NC 4.0. licence. The users are allowed to read, download, copy, distribute, print and transform or use them for any other lawful purpose as long as they attribute the source in an appropriate manner and for the non-commercial purpose of the usage. Journal does not charge article processing charge. The papers published in The Journal of the Polytechnic of Rijeka can be deposited and self-archived in the institutional and thematic repositories providing the link to the Journal's web pages and HRČAK. According to self-archiving policy it is allowed to archive post-print (final draft post-refereeing) or publisher's version of the paper. |
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https://doi.org/10.31784/zvr.7.1.5 |
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fthrcak:oai:hrcak.srce.hr:219984 2023-05-15T18:14:05+02:00 THE IMPACT OF ETHICAL IDEOLOGIES ON THE JUDGMENT OF ONLINE MARKETING COMMUNICATIONS ETHICS IN THE TOURISM MARKET – TOURISM STUDENTS’ PERSPECTIVE UTJECAJ ETIČKIH IDEOLOGIJA NA PROSUDBU ETIČNOSTI ONLINE MARKETINŠKE KOMUNIKACIJE NA TURISTIČKOME TRŽIŠTU – PERSPEKTIVA STUDENATA TURIZMA Lončarić, Dina Balent, Mateja 2019 application/pdf https://hrcak.srce.hr/219984 https://hrcak.srce.hr/file/321154 eng eng Polytechnic of Rijeka info:eu-repo/semantics/altIdentifier/doi/10.31784/zvr.7.1.5 https://hrcak.srce.hr/219984 info:eu-repo/semantics/openAccess The usage of full-text of the articles can be used exclusively for personal, research-related or educational purposes, with regard to the authors' and publishers' rights. The rights to use the papers are defined by the Creative Commons CC BY-NC 4.0. licence. The users are allowed to read, download, copy, distribute, print and transform or use them for any other lawful purpose as long as they attribute the source in an appropriate manner and for the non-commercial purpose of the usage. Journal does not charge article processing charge. The papers published in The Journal of the Polytechnic of Rijeka can be deposited and self-archived in the institutional and thematic repositories providing the link to the Journal's web pages and HRČAK. According to self-archiving policy it is allowed to archive post-print (final draft post-refereeing) or publisher's version of the paper. CC-BY-NC Zbornik Veleučilišta u Rijeci ISSN 1848-1299 (Print) ISSN 1849-1723 (Online) Volume 7 Issue 1 online marketing communication ethics online marketing communications ethical ideologies tourism students Ethics Position Questionnaire marketinška etika etičke ideologije internetska komunikacija turizam Upitnik etičke pozicije text info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion 2019 fthrcak https://doi.org/10.31784/zvr.7.1.5 2019-05-15T23:01:41Z The purpose of this paper is to study the relationship between ethical ideologies and the judgment of online marketing communications ethics in the tourism market. The aim of the research is also to establish a relationship between the judgement of online communications ethics and behavioural intentions. The paper is based on empirical research conducted using the scenario method and survey method. The Ethics Position Questionnaire (EPQ) was used to measure ethical ideology along two dimensions, relativism and idealism. Five scenarios were designed, describing potentially ethically ambiguous situations. A relationship was established between ethical ideologies and ethical judgements of online marketing communications. The study proved that respondents who scored higher on the idealism scale have more rigid criteria with regard to online communications ethics and were better at recognising ethically ambiguous situations. A relationship between the ethical judgements of the described situations and behavioural intention was also established. Although topics relating to online communications on the tourism market are extensively researched, there are few studies dealing with ethical judgement of such communications. The special contribution of this paper is in the fact that research includes students of tourism and hospitality who will, in the near future, find themselves in situations where they will need to make, and take moral responsibility for, decisions regarding communications in the tourism market. Therefore, this research contributes both to theory and practice. Svrha rada je istražiti povezanost između etičkih ideologija i prosudbe etičnosti online marketinške komunikacije na turističkome tržištu. Cilj je istraživanja, također, utvrditi povezanost između prosudbe etičnosti komunikacije na internetu i namjere ponašanja. Rad se temelji na empirijskom istraživanju u kojemu su primijenjene metoda scenarija i metoda ispitivanja. Kao instrument istraživanja korišten je Upitnik etičke pozicije (EPQ) kojim su mjerene etičke ideologije uvažavajući dimenzije relativizma i idealizma. Oblikovano je pet scenarija kojima su opisane potencijalne etički dvojbene situacije. Utvrđena je povezanost između etičkih ideologija i prosudbe etičnosti u online marketinškoj komunikaciji. Istraživanje je dokazalo da ispitanici koji ostvaruju više rezultate na ljestvici idealizma imaju strože kriterije u odnosu na etičnost u online komunikaciji i bolje raspoznaju etički dvojbene situacije. Utvrđena je i povezanost između prosudbe etičnosti opisanih scenarija i namjera ponašanja. Iako su teme u području internetske komunikacije na turističkome tržištu do sada istraživane, ima malo studija koje se odnose na prosudbu etičnosti takve komunikacije. Poseban doprinos ovoga rada očituje se u činjenici da su istraživanjem obuhvaćeni stavovi studenata turizma i ugostiteljstva koji će se u bliskoj budućnosti i sami naći u situacijama u kojima će trebati preuzeti moralnu odgovornost za odluke u vezi s komunikacijom na turističkome tržištu. Ovo istraživanje, stoga, daje doprinos i teoriji i praksi. Article in Journal/Newspaper sami Hrčak - Portal of scientific journals of Croatia Malo ENVELOPE(7.500,7.500,62.689,62.689) Zbornik Veleučilišta u Rijeci 7 1 127 147 |