Destination Attitude Research Articles

Investigating the effect of tourism short video background music congruence on viewers’ travel intention

ABSTRACT Short video promotion has become increasingly popular in tourism marketing, yet there is scant academic research on how it influences tourists’ travel intention. This study investigates how congruence between tourism short video background music and video content (i.e. BGM congruence) affects viewers’ travel intention. Through an experimental study and a survey study, this research indicates that BGM congruence significantly enhances viewers’ travel intention, mediated by flow experience and destination attitude. Furthermore, viewers’ familiarity with the BGM in short videos positively moderates the relationship between BGM congruence and travel intention. This study contributes to the literature in the field of short video promotion in tourism.

Integrating destination positioning and identity salience to enhance childcare service experiences in family travel: An insight from Macau

AbstractAddressing the lack of an integrated view of family travel destination positioning and experience design, this study focuses on examining how a new form of family travel experiences, that is, childcare service experiences available during the hospitality and tourism consumption, combined with destination positioning to trigger travelers' positive perceptions of the overall tourism experiences in Macau. Furthermore, using the lens of identity salience, this study is among the first to investigate how the salience of self‐ or family‐identity changes the impact of childcare service experiences on travelers' destination attitudes. The findings of the two scenario‐based experiments suggested that compared to family travel destination positioning, individual characteristics (i.e., identity salience) exerted a significant strengthening effect on the impact of childcare service experiences on family travelers. This study is informative for destination marketers and hospitality and tourism managers and will help them to effectively design tourism experiences that appeal to family travelers.

Pantabangan Nueva Ecija Tourism Destination: An Analysis

The quantitative research, titled ‘Pantabangan Nueva Ecija Tourism Destination: An Analysis,' provides a precise analysis of Pantabangan as a tourism destination. This study focused on attractions, facilities, and the role of the local community, informing strategic planning and policies for sustainable tourism practices. Data were obtained from 405 individuals, tourists who visited Pantabangan in 2019 and 2023, using the Purposive Sampling Technique. A Likert scale was employed to understand tourism destination attitudes, perceptions, and views in Pantabangan, Nueva Ecija. Most respondents were young adults (18–24 years old) and single. They appreciated Pantabangan's facilities, accommodations, and cleanliness. However, improved transport and accessibility were identified as needed enhancements for the tourist experience. Resolving such challenges might increase opportunities for Pantabangan tourism and encourage repeat visits. Visitors used social media to learn about Pantabangan's natural beauty. Family-friendly tourism was essential, as tourists often traveled together. Short-term stays required quick access to sights and activities. Pantabangan's atmosphere, warmth, navigation, amenities, and unexpected activities delighted tourists. Despite transportation and accessibility challenges, Pantabangan attracted most tourists, demonstrating its sustainability. Age influenced travel choices, and occupation impacted tourist destination knowledge.

How technology-enhanced experience affects festival host destination attitude and word-of-mouth? Evidence from Taiwan

ABSTRACT This study explores the technology-enhanced tourist experience in a festival context to address destination attitude and word-of-mouth towards a destination. Drawing specifically from the cognitive -affective-behavioural framework, we propose and empirically examine a model that integrates perceived novelty, as the cognitive component. Joy, and positive surprise were treated as the affective antecedents of memorable tourism experience. Memorable tourism experience was treated as the affective component, and attitude towards the destination and word-of-mouth were treated as the behavioural component. Data were collected from 265 visitors who attended the 2019 Taiwan Lantern Festival, which innovatively employed advanced drone technology to create an unprecedented visitor experience. Our results indicate that perceived novelty is positively related with joy and positive surprise, and all three are further positively related with memorable tourism experiences. Memorable tourism experiences demonstrate positive spill-over effects of festival experience on attitudes and word-of-mouth towards the host destination. Our results confirm the value of novelty gained from the technology-enhanced tourist experience, the critical role of positive surprise as the key emotional antecedent to memorable tourism experiences and the spill-over effects of festival experience.

The role of destination gender in shaping tourists’ responses toward destinations: The mediating role of destination stereotypes

This article proposes and tests a conceptual model to investigate a new mechanism among destination gender, stereotypes, destination attitudes, and destination revisit intention. Furthermore, it explores the moderating role of destination congruity in the link between destination gender and stereotypes on one hand and between stereotypes and destination attitudes on the other hand. The theoretical model is examined utilizing a combination of qualitative and quantitative methods to test eight hypotheses using AMOS 28 and PROCESS MARCO. This article provides significant practical and theoretical implications to the gender-based destination marketing research agenda as well as dependable guidance for destination officials and policymakers.

Intention to Visit Seoul: Factors Influencing Travel Abroad for Holidays

This paper aims to investigate the relationship between social media marketing activity and visit intention to Seoul, South Korea, among Indonesian travelers. A total of 246 questionnaires were distributed to respondents in Indonesia. Social media marketing activity represented the independent variable and was mediated by destination image, destination attitude, destination awareness, and perceived value. Visit intention represents the dependent variable. Partial Least Squares Structural Equation Modeling (PLS-SEM) is a statistical method used to analyze complex interrelationships between observed and latent variables. This finding indicates that the indirect impact of social media marketing activity on visit intention via the mediating factors of destination attitude and destination image is not statistically significant. The indirect effect of destination awareness and perceived value characteristics on social media marketing activity and visit intention is favorable and statistically significant. This is the first paper to investigate the relationship between social media marketing activity and visit intention in Seoul among Indonesian travelers. Moreover, this is a relatively new issue that remains largely undiscovered by researchers worldwide. This paper will help to emphasize its importance and implications for business decisions.

How do social media tourist images influence destination attitudes? Effects of social comparison and envy

ABSTRACT This study focused on the impact of attractive travel selfies on potential travelers, especially when they have a positive self presentation intention. The study is based on social comparison theory and found that positive self presentation intentions motivate people to engage in upward body comparisons. If the upward body comparison led to self-image concerns among potential travelers, their perceptions of both benign and malicious envy were enhanced. When self-image concerns were absent, only benign envy perceptions were increased. Our research confirms that the physical attractiveness of tourists’ selfies on social media has an impact on destination marketing effectiveness.

Influence of celebrity, destination and tourist personality on destination attachment and revisit intention: Moderating roles of endorsement embeddedness, destination crowding and gender

We draw on the congruity theory and brand personality literature to investigate the influence of three personality dyads—(1) tourist–destination personality congruence, (2) tourist–celebrity endorser personality congruence and (3) celebrity–destination personality congruence—on the destination attitude, destination attachment and revisit intention of tourists. We conduct two studies to examine the hypotheses. Study 1 (n = 1502) shows, using a survey design, that both celebrity–destination personality congruence and tourist–destination personality congruence increases tourists' destination attitude and attachment. Destination attachment is the psychological mechanism that underlies the influence of destination attitude on revisit intention. Tourists’ gender moderates the impact of tourist–destination personality congruence on destination attachment. Moreover, low destination crowding accentuates the effect of destination attitude on destination attachment. Study 2 (n = 509) uses a one-factor between-subject design to demonstrate that embedded celebrity endorsements on social media accentuate the impact of celebrity–destination congruence on destination attitude and attachment.

The Visit Intention of New York City: The Influence of Social Media Marketing (Study on Tourist Who Wish Visit The New York City)

The largest market in the US for overseas visitors, who often stay longer and spend more, is New York City. Depending on past tourist behavior, there are two approaches that should be taken when promoting New York City (NYC) as a destination. When promoting a destination to tourists who have already been there before, the emphasis should be on updating them on new information and luring them back. The purpose of this study is to examine the effects of social media marketing initiatives, destination image, attitude, awareness, and perceived value on visit intention to New York City. The SEM-PLS approach was employed in this study's data analysis. 42 travelers who intended to visit New York City filled out a 1–5 scale questionnaire that was used to obtain the data. Ten theories pertaining to the 6 factors under investigation were put up. The study's findings indicate that Social Media Marketing Activity has no relationship with the Destination Image, Destination Attitude, Destination Awareness and Perseced Value variables. While the variables that have a relationship with Visit Intention New York City are Destination Awareness and Perceived Value. This study has consequences for giving tourists who want to visit New York City an overview and an explanation.

Effective destination user-generated advertising: Matching effect between goal framing and self-esteem

This study examines how the relationship between self-esteem (both trait self-esteem and state self-esteem) and goal-framing messages can affect individuals’ visit intentions on the basis of user-generated advertising. An analysis of variance revealed that the visit intentions of participants with low (vs. high) self-esteem were more influenced by loss-framing (vs. gain-framing) messages; meanwhile, gain-framing (vs. loss-framing) messages resulted in stronger destination visit intentions among participants with high (vs. low) self-esteem. This reasearch also investigated the successive mediating roles of emotional arousal (EA) and attitude towards a destination in the above mechanism. When individuals with high (vs. low) self-esteem were exposed to gain-framing (vs. loss-framing) messages, they exhibited stronger EA, thus inspiring more enthusiastic destination attitudes and stronger destination visit intentions. Theoretical and managerial implications for destination managers and website designers are provided.

Future scholarship on cognitive and metacognitive attitudes in tourism

ABSTRACT This study aims to assess the factors that influence consumer attitude towards a destination, and to present a new conceptual framework for further investigation of the role of cognition and metacognition in tourism attitudinal research. Existing research in social psychology has established that three factors influence consumer attitude; amount of thought, valence of thinking and thought confidence. While cognition, amount and valence of thinking, has been studied previously in tourism research, metacognition, measured as thought confidence, is often overlooked in the field. To address this gap, this research note employs the self-validation hypothesis from social psychology to explore consumers’ attitudes towards a tourism destination. The findings show metacognition plays a central role in forming destination attitude. Also, valence of thinking has the strongest impact on attitude. This research note contributes to tourism knowledge by exploring the cognitive and metacognitive aspects of attitude formation. In addition, this study adds value by proposing a model to guide future tourism attitudinal research.

Effect of parasocial relationship on tourist's destination attitude and visit intention.

BackgroundAlong with the rapid development of the Internet, the form of destination marketing is becoming increasingly innovative and diverse. Celebrity endorsement via social media, as an effective marketing strategy, has been widely used by various tourism companies to attract and engage with their customers. Previous studies have investigated the various aspects of such endorsement (e.g. the effect of endorser’s attributes) in different contexts (e.g. Hotel, Restaurant, Airline). However, little research has focused on the influence of the tourists’ parasocial relationship with endorsers on destination marketing. Accordingly, the current study aims to explore the role of parasocial relationships on tourists’ destination attitude and visit intention.MethodThis study adopted quantitative method and conducted Partial Least Square-Structural Equation Modelling (PLS-SEM) for data analysis. 498 valid questionnaires were collected from Weibo (One of China’s most popuar social media platforms).ResultsResults suggested that endorser’s credibility positively influenced follower’s parasocial relationship (p<0.001), which in turn positively influenced destination attitude and visit intention (p<0.001). Additionally, the parasocial relationship significantly mediated the relationship between credibility and destination attitude as well as visit intention (p<0.001).ConclusionThe emerging trend of celerbity endorsement via live-streaming makes tourism destination marketing more diverse and even effective. Through exploring the underlying mechanism of celebrity endorsement, this study can provide destination marketers with insights about how to build and strengthen the tourist’s attitude and visit intention towards destiantion by developing their parasocial relationships with endorsers. This study also adds to the literature of using Partial Least Square-Structural Equation Modelling (PLS-SEM) in tourism and hospiatlity research.

Is virtual reality technology an effective tool for tourism destination marketing? A flow perspective

虚拟现实是否能成为目的地营销的有效工具？一项基于沉浸理论视角的研究研究目的本研究旨在探索虚拟现实（VR）作为一项营销沟通工具来研究对目的地形象, 目的地态度改变, 诠释心流体验如何对目的地形象的影响, 以及目的地形象在心流体验对态度改变的中介作用的影响。研究设计/方法/途径本研究从342位观看了由HTC 提供的VR虚拟现实 VIVE 装备对旅游景区营销视频的参与者采集调研数据。调研数据由验证性因子分析和结构方程（PLS-SEM软件）来测试研究模型。研究发现研究结果显示由VR产生的基于心流体验的两个因子（友好程度和远程呈现）可以对目的地形象产生正面影响。研究显示目的地形象是心流体验影响态度变化的中介因素。研究原创性/价值由于旅游目的地面临着关于投资于不同VR 平台或者其他科技工具的战略性决策, 了解个体如何对各种VR刺激因素进行反应变得尤其重要。因此本研究结论为旅游业内人士提供了有价值信息。

Modeling of the Impact of the Credibility of the Destination Endorser on the Place Attachment of Potential Tourists.

Place attachment has been identified as effective marketing strength to enhance destination competitiveness. However, little research explored the formation mechanism of the place attachment of potential tourists and the role of celebrity endorsers. This study aims to identify the influence mechanism of the credibility of endorsers on place attachment. Various theories from different research fields were introduced to explore the mediating effect of destination attitude, para-social relationships, and destination source credibility between endorser credibility and the place attachment of potential tourists. The famous destination endorser in China, Tenzin, was chosen as the case. A quantitative method was adopted. The research model was examined by a survey sampling size of 367 respondents. The covariance-based structural equation model analysis revealed that the credibility of the endorser exerts a positive influence on the destination attitude of potential tourists, para-social relationship with the endorser, and destination source credibility. These three constructs have a positive effect on their place attachment. The results showed that the credibility of the endorser has a significant indirect influence on place attachment. This study extends the current literature of forming the place attachment of potential tourists from the perspective of the personal characteristics of the destination endorser. The findings shed light on how the credibility of the endorser could form place attachment through enhancing the destination attitude, credibility, and para-social relationships of potential tourists. This study provides several practical implications for destination marketing.

Destination personality effects on tourists’ attitude: the role of self-congruity and ambiguity tolerance

ABSTRACT This research focuses on the relationships among destination personality’s dimensions, self-congruity, ambiguity tolerance, and tourists’ attitude towards a destination, based on a study conducted in the touristic city of Aix-en-Provence (southern France). The findings confirm the direct link between tourists’ destination personality dimensions and overall attitude, and further establish that self-congruity is a partial mediator of this relationship between destination personality dimensions (sincerity, excitation, and sophistication) and destination attitude. The study also establishes the moderating role of ambiguity tolerance on the relationship between personality dimensions and destination attitude.

Self-congruity and domestic tourists’ attitude: the role of involvement and age

ABSTRACT This study focuses on the relationship between self-congruity, tourism involvement, age and tourists’ attitude towards a destination. Two hundred and twelve French tourists took part in a survey conducted in the city of Aix-en-Provence. The data were analysed using PLS Structural Equation Modelling (PLS-SEM). The findings indicate that the positive effect of self-congruity on destination attitude is moderated by tourism involvement and age. The findings also replicate past studies in which destination attitude is positively related to behavioural outcomes (i.e. recommendations, revisits). Suggestions for future research and managerial implications are provided in the final section.

MICE 목적지 마케팅 커뮤니케이션 반응 세분화에 따른 태도, 경험가치 및 충성도 차이 연구 : 외국인 참가자 중심으로

MICE 목적지 마케팅 커뮤니케이션 반응 세분화에 따른 태도, 경험가치 및 충성도 차이 연구 : 외국인 참가자 중심으로

광고 태도가 관광지 태도, 방문 의도 및 구전 의도에 미치는 영향: 중국인을 대상으로 스토리 중심 광고와 정보 중심 광고를 비교하여

광고 태도가 관광지 태도, 방문 의도 및 구전 의도에 미치는 영향: 중국인을 대상으로 스토리 중심 광고와 정보 중심 광고를 비교하여

Dining at luxury restaurants when traveling abroad: incorporating destination attitude into a luxury consumption value model

ABSTRACT As luxury products have become increasingly accessible to middle-class consumers, many gastronomic tourists might be interested in dining at luxury restaurants when traveling. The purpose of this study is to explore gastronomic tourists’ consumption at luxury restaurants by incorporating “destination attitude” into a luxury consumption value model. Three hundred ninety participants from Taiwan completed questionnaires, which revealed that perceived functional value, perceived hedonic value, and perceived symbolic/expressive value can significantly influence diners’ restaurant satisfaction, which in turn can affect their destination attitude and behavioral intentions toward luxury restaurants.

Marketing destinations: the impact of destination personality on consumer attitude

ABSTRACTThis study investigates how a consumer’s view of the brand personality of a holiday destination influences their destination attitude. While brand personality and brand attitudes have been well studied, destination personality and destination attitude are relatively new. The effect of brand trust as a mediator in this context is also new. Result show that destination personality and destination attitude are partially related. The analysis reveals the mediating role of brand trust in this relation.