Dialogic features of brand South Africa’s website and tourists’ intentions to visit

Abstract

PurposeDespite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions.Design/methodology/approachDrawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey.FindingsThis paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit.Practical implicationsThis study is of potential benefit to researchers, government agencies and those responsible for nation branding.Originality/valueThis study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).