Stopover destination attractiveness: A quasi-experimental approach

Abstract

This study contributes to the emerging field of stopover destination attractiveness. There has been a paucity of published research around the phenomenon of stopovers, including stopover destination image, during long-haul international air travel. This is surprising given long-haul commercial flights date back to the 1930s, and that destination image has been the most popular topic in the tourism marketing literature since the 1970s. A quasi-experimental research design with samples of consumers in the UK and Australia was used to test aspects of a proposed model of stopover destination attractiveness. The results highlight the influence of perceived airport ambience and positive user-generated content on social media on enhancing attitudinal destination loyalty for Dubai as a stopover destination. The study also highlights the positive influence of previous visitation on attitudinal destination loyalty for a destination located in the Middle East, a region with a history of negative media publicity around conflicts. It is proposed these findings have practical implications for emerging stopover destinations, and for other destinations in conflict-ridden regions such as the Middle East. • A rare investigation into the phenomenon of stopovers during long haul international air travel. • A quasi-experimental research design to test a hypothesised model of stopover destination attractiveness for Dubai. • The results highlight the importance of the influence of perceived ambience and positive user-generated content on social media on enhancing attitudinal loyalty for Dubai as a stopover destination. • The study also highlights the positive influence of previous visitation on attitudinal destination loyalty for a destination located in the Middle East, a region with a history of negative media publicity around conflicts.