Abstract
With the rapid growth of the international tourism industry, governments and tourism promotion agencies in various countries challenge to make more attractive international tourism advertisement (ITA) for foreign tourists to visit their countries. However, there may be difference in the degree to which each travel advertisement reflects the nation brand image. In some ITA cases, foreign tourists could not vividly highlight the unique images of the destination countries. Few studies have empirically validated the impact of confirmation of nation brand image in ITA on the tourist’s responses. This study challenged to empirically examine how the fit between the ITA contents and nation brand image affects the travel intentions of foreign tourists. I developed my research model based on the literature of country image, brand advertisement fit model, and expectation confirmation theory. I conducted the quasi-experiment by using 4 examples of ITA which reflect 4 unique images of Korea (i.e. K-Food, Korean wave, shopping, hot place) compared with other countries. Totally 276 valid data were collected and analyzed using the partial least squares (PLS) algorithm. The results indicate that confirmation of nation brand image in ITA significantly increase perceived usefulness, perceived enjoyment. These changes could increase tourist’s satisfaction, ITA adoption intention, destination visit intention, and E-word of mouth intention. The findings of this study could contribute to identify the impacts on the nation brand image in ITA and could provide practical lessons on how to make more persuasive ITA.
Highlights
International tourism industry is considered to the key industry to make sustainable economic development, because of its rapid growth, environmental friendliness and the ripple effect on other industries (World Tourism Organization [UNWTO], 2019)
This study has been empirically validate that international tourism advertisement (ITA) which reflects the nation brand image can make foreign tourist confirm the nation brand image in ITA, significantly increases perceived usefulness, perceived enjoyment, and satisfaction of ITA, and successfully induces ITA adoption intention, destination visit intention, and positive E-word of mouth intention
This study explains how the nation brand image should be expressed in ITAs and how to motivate foreign tourists to choose destinations
Summary
International tourism industry is considered to the key industry to make sustainable economic development, because of its rapid growth, environmental friendliness and the ripple effect on other industries (World Tourism Organization [UNWTO], 2019). The number of international tourists would exceed to 1.8 billion by over 3% annual increase from 2010 to 2030, and the market size would reach at 9% of the total global gross domestic product (GDP) in 2030 (UNWTO, 2014). In 2018, international tourist arrivals grew 5% to reach the 1.4 billion and total international tourism exports grew 4% to reach 1.7 trillion USD (UNWTO, 2019). Tourism could create 11 jobs per a tourist, 29% of service exports, and 6% of worldwide exports (UNWTO, 2014)
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