Destination Visit Intention Research Articles

A configurational impact assessment of pet tourism destination visit intention: application of TPB, servicescapes, and loss-aversion under prospect theory

ABSTRACT As the number of pet lovers is increasing, the tourism industry has become keenly interested in pet-friendly business environments. This study aimed to explain pet owners’ intentions to visit a pet tourism destination using diverse determinants, which were applied in three theoretical frameworks. Data were collected from a sample of 349 pet owners. Among the meaningful results, pet owners chose pet tourism destinations that offered physical environment attributes. Their intentions were salient to overcoming perceived behavioural control issues or perceived risks. Overall, pet owners revealed a strong intention to visit pet tourism accommodation if the destination provided suitable facilities or services. The results of this study are of academic and industrial significance because they relate to a new niche market: pet lovers and pet-friendly tourism businesses.

Decoding Destination Desires: The Influence of Social Media on Young Travelers' Choices Through Parasocial Interaction

This study aims to explore the influence of source credibility (attractiveness, expertise, trustworthiness, and similarity) and fairness (distributive information, procedural, and interpersonal) on developing parasocial relationships between SMIs and their followers, and how these relationships lead to the marketing outcome of destination visit intentions between generation Y and Z. This study utilized a quantitative research method, specifically the self-administered questionnaire technique. The collected data was analysed using Smart PLS. The findings indicate that attractiveness (a sub-dimension of source credibility), distributive fairness, procedural fairness, and informational fairness have a significant influence on developing parasocial relationships between SMIs and generation Y and Z. Additionally, these parasocial relationships mediate the relationship between these factors and destination visit intentions. Furthermore, expertise, trustworthiness, similarity, and informational fairness do not influence parasocial relationships and intentions, which is not in line with previous literature. This research makes significant theoretical and practical contributions to the tourism marketing literature by providing evidence in regard to understanding destination visit intentions in the context of destination marketing.

When virtual others are with me: exploring the influence of social presence in virtual reality wine tourism experiences

PurposeThe purpose of this study is to examine the role of social presence in enhancing positive behaviors in the virtual reality (VR)-based wine tourism context through an innovative approach.Design/methodology/approachTwo sequential experimental studies were conducted to test proposed hypotheses using Web and head-mounted display (HMD) VR formats. Specifically, Study 1 probed the influence of social presence on mental imagery, which subsequently impacted destination visit intention, drinking intent and memorable experience. Study 2 used a field experiment to explore the boundary effects of environmental cues (nature versus social) on social presence and a series of behavioral intentions using an HMD format.FindingsThe findings represent one of the first efforts to unravel the influence of social presence on positive behaviors through mental imagery and the moderating role of environmental cues.Research limitations/implicationsThis research enhances the understanding of wine tourism, drawing upon social presence theory and stimulus-organism-response framework.Practical implicationsThe outcomes provide valuable insights for wine tourism marketers in developing innovative marketing strategies by addressing the usage of social presence and environmental cues in a VR setting.Originality/valueTo the best of the authors’ knowledge, this study is the first to enrich the existing knowledge of wine tourism by exploring the role of social presence and environmental cues in both Web and HMD VR formats.

The psychological influence of perceived destination attributes in 360° virtual tours on tourists’ responses

ABSTRACT A 360° virtual tour experience integrates videos and smartphones to evoke tourists’ cognition, emotion, and heightened intentions. The present study investigates the impact of perceived destination attributes on information-seeking and destination visit intention when tourists are presented with a 360° virtual tour experience. The Stimulus-Organism-Response (S-O-R) framework is extended to investigate this mechanism by incorporating perceived destination attributes as a stimulus, tourists’ perceived confidence, confirmation, and satisfaction as an organism, and information seeking and visit intention as a response. Data was collected from 260 tourists in India. The results reveal the strong influence of 360° media in generating perceived destination attributes, which has a significant and positive association with tourists’ perceived confidence and destination satisfaction. Findings based on Structural Equation Modelling (SEM) reveal that destination satisfaction is a strong predictor of information-seeking, and confirmation is a predictor of destination visit intention. The implications provide valuable insights to Destination Marketing Organisations (DMOs), VR content creators, and policymakers for effectively promoting VR videos for tourism.

Integrating Pandemic Awareness with the Theory of Planned Behavior: A Travel Intention Study

ABSTRACT This study extends the Theory of Planned Behavior (TPB) by incorporating perceived knowledge of COVID-19 (PKC) and destination overall image (DOI) to explore the travel intentions of Taiwanese and Chinese tourists to Vietnam post-pandemic. Utilizing a consistent PLS multigroup analysis (PLS-MGA), it contrasts the decision-making processes between these groups. The augmented TPB framework explains 81.9% of the variance in travel intentions. Key findings indicate that PKC significantly influences TPB determinants, with a more pronounced effect on Attitude toward behavior among Chinese respondents. Attitude, subjective norm, perceived behavioral control, and DOI positively affect destination visit intention. These insights are critical for tourism marketers and policymakers in devising strategies to attract Taiwanese and Chinese tourists to Vietnam, highlighting the enhanced TPB model’s relevance in examining tourist behavior with pandemic awareness. This study paves the way for future research to further extend TPB concerning COVID-19’s impact.

‘Are ad endorsements really annoying?’ The impact of advertising in short-form tourism videos on tourists’ information processing

ABSTRACT Short-form tourism videos show high effectiveness in online destination marketing. However, some disruptive factors (i.e. embedded endorsement advertisements) diminish their marketing effectiveness by burdening the viewer’s cognitive processing and breaking one’s online interactive experience with the original tourism-related content in the video. Using a between-subjects online experimental design and 354 valid data from short-form video users, this study explored the effect of interruption by advertisements on the cognitive experience evoked by information stimuli from the perspective of information processing. This study also assessed the difference in short-form tourism video information processing between disturbed and undisturbed situations. In general, results revealed that the formation of destination-related mental imagery in short-form tourism videos is influenced by information processing fluency, and co-predicted both the attitudes and behavioural intentions of travel consumers. Meanwhile, the presence of advertising information in short-form videos notably obstructed users’ information processing fluency as well as the formation of mental imagery, and it also attenuated their destination visit intentions. This study provides a theoretical basis for the moderate interpretation of endorsement advertisements in short-form tourism videos and sheds light on insights related to tourism marketing strategies for short-form tourism videos for relevant practising practitioners.

Do Envy and Consumer-Generated Content Boost Travel Motivations?

This article examines the relationships between consumer-generated content, travel motivation, desire to visit a destination, destination visit intention, and willingness to pay more. This article also analyzes the moderating effect of envy types on these relationships. We collected data from 414 participants in the US. According to the research findings, importance attached to participant sharing (IPS) is a predictor of escape and novelty motivation, while importance attached to non-participant sharing (INPS) is a predictor of exciting experience, novelty, prestige, and self-development motivations. Desire to visit the destination also positively affects destination visit intention and willingness to pay more. Benign envy has a moderating effect on relationships between INPS/IPS and prestige motivation. On the other hand, malicious envy has only a moderating effect on the relationship between INPS and escape motivation. This study reveals that consumer-generated content (CGC) strongly influences intrinsic travel motives. This study also explains how CGC influences attitudes and behaviors in the context of self-determination theory.

COVID-19, destination image, and destination visit intention: unpacking the impacts of familiarity, generation, and gender amidst COVID-19

PurposeThis study aims to analyze the moderating roles of familiarity, generation and gender on the impacts of coronavirus fear-uncertainty on the destination image and visiting intentions post-COVID-19.Design/methodology/approachThis paper seeks to provide evidence for a research conclusion by conducting a survey of 431 potential travelers of various nationalities who visited Egypt. The data were examined using structural equation modeling with a multigroup analysis and PROCESS MACRO.FindingsThe findings indicated that the links between coronavirus fear-uncertainty, the destination image and intention to visit were significantly different from one gender and generation group to another. Moreover, it showed that destination familiarity moderates the negative effects of coronavirus fear-uncertainty on the destination image and intention to visit.Originality/valueTo the best of the authors’ knowledge, this paper is the first to explore the moderating role of destination familiarity, generation and gender in the effects post-COVID-19 of coronavirus fear-uncertainty on the destination image and travelers’ intention to visit using generational cohort theory and gender schema theory.

The effect of virtual reality experience quality on destination visit intention and virtual reality travel intention

研究目的本研究通过应用技术接受模型, 探讨虚拟现实体验质量对目的地参访意愿和虚拟现实旅游意愿的影响。旨在识别这些变量之间存在的关系, 并解释这些关系的因果链接。研究方法本研究从198名参与虚拟三维目的地体验后填写的问卷中获得定量数据并通过PLS-SEM方法进行分析。研究发现虚拟现实体验的质量影响用户的感知和意愿。虚拟现实旅游意愿仅受感知风险的影响。感知易用性影响感知有用性。意愿受态度影响, 但感知有用性不影响虚拟现实旅游。研究局限性/意义本研究的主要局限性与提供的体验质量有关, 该质量受到虚拟现实眼镜技术能力的限制。虚拟现实可以作为一种新的经济提供方式进行开发。通过将感知风险变量添加到技术接受模型中, 可以增加模型的解释力。本研究为旅游业的发展提供了新的视角、见解和建议, 并解释了虚拟现实提供的真实目的地体。研究创新为了研究的目的, 本研究设计了一个虚拟的三维目的地, 包含多个目的地类型。该目的地有自己的布景和故事情节。本研究通过分析真实和虚拟参访意愿的领域, 将体验经济、风险感知和技术接受模型领域相结合, 为文献做出了贡献。

Risk, Trust, and the Roles of Human Versus Virtual Influencers

Drawing on the theory of sociology of trust and risk, this study proposes and empirically tests a conceptual model of tourists’ new destination visit intentions. The model links tourists’ subjective knowledge to trust and risk perceptions and explores the moderating effects of social media influencers (human vs. virtual) and tourists’ psychographic factors in this context. Data were collected from two studies: Study 1, through a survey distributed to participants in Malaysia ( n = 493 valid responses); and Study 2, through a between-subjects design experiment with another sample of participants in Malaysia ( n = 470 valid responses). The findings expand knowledge in tourism research by showing that destination trust mediates how subjective knowledge influences perceived risk. Optimism and life satisfaction have significant moderating effects in this context. Furthermore, the relationship between destination trust and visit intention is moderated by human and virtual influencers, according to whether their message is positive or negative.

Virtual reality’s impact on destination visit intentions and the moderating role of amateur photography

FinalidadEsta investigación analizó los efectos de las experiencias de realidad virtual (VREs) y las emociones en las intenciones de visita a destinos vacacionales aplicando el modelo estímulo-organismo-respuesta (S-O-R). También examinó el papel de la fotografía amateur como moderador en la relación entre las VREs, las emociones y las intenciones de visita.Diseño/metodología/enfoqueLos datos primarios se recogieron mediante una encuesta con cuestionario estructurado administrado en la India, y se utilizó la modelización de ecuaciones estructurales (SEM) para examinar las relaciones entre las variables. La encuesta principal fue precedida de un estudio piloto. Se aplicó la técnica PLS-SEM para medir el efecto moderador de la fotografía amateur.ResultadosCuando las personas poseen un alto nivel de emociones positivas en la etapa previa al viaje con participación en VRE, sus intenciones de visitar destinos son más fuertes. La fotografía amateur moderó las relaciones entre la interactividad del usuario, las experiencias memorables, las imágenes mentales y las intenciones de visita. No se encontró ningún efecto moderador significativo entre las experiencias emocionales y las intenciones de visita.Originalidad/valorEsta investigación tiene el valor de hacer varias contribuciones potenciales a las aplicaciones turísticas de la realidad virtual. Es el primer estudio que utiliza y pone a prueba el marco estímulo-organismo-respuesta (S-O-R) para analizar el comportamiento de los turistas desde la perspectiva de las emociones generadas por las aplicaciones de RV. El análisis se centra en el mercado turístico de la India, poco explorado en el contexto de la RV y desde la perspectiva de un país en desarrollo. La investigación hace hincapié en el uso de la RV como herramienta para comprender el comportamiento de los turistas, en lugar de centrarse únicamente en las intenciones de visita. Las conclusiones aportan valiosas ideas sobre la importancia de la RV en el turismo. Los conocimientos generados contribuirán a comprender el impacto de las experiencias de RV en las emociones y las intenciones de visita, así como el efecto moderador de la fotografía amateur. Se presentan implicaciones prácticas para los responsables de marketing de los destinos turísticos a la hora de desarrollar estrategias de marketing eficaces que potencien las emociones de los turistas y motiven las intenciones de visita.

Do e-WOM Persuade Travelers Destination Visit Intentions? An investigation on how Travelers Adopt the Information from the Social Media Channels

The main aim of this study is to investigate how travelers adopt the information from Facebook (FB) electronic word of mouth (e-WOM) and its impacts on their intention to visit a destination. Purposive sampling was used to gather data from 412 visitors visiting several tourist destinations in major cities of India. To determine the minimum necessary sample size ―G*Power software version 3.1.9.7‖ was used. For data analysis, Partial Least Square Structural Equational Modelling (PLS-SEM) was used in the study. The results of this study show that all the antecedents except timeliness have a significant influence on travelers' visit intentions through Facebook e-WOM adoption. The outcomes of this study will be beneficial to internet community organizers in terms of better managing their websites for the aim of delivering relevant information. It would also benefit them in attracting users and, as a result, in paying advertisers. This research aids to the knowledge about the use of the content of Facebook e-WOM to help people decide whether or not to visit a certain destination. The major limitation is that this study is more inclined towards the destination visit intentions of travelers rather than actual visit behavior.

How VR Technological Features Prompt Tourists’ Visiting Intention: An Integrated Approach

To achieve sustainable tourism, the tourism development authorities have used advanced technologies to promote destinations, attract visitors, and protect the environment. Accordingly, while the available research on tourism technologies indicates that virtual reality (VR) matters in the visit intention of potential tourists, the mechanism of their inner senses when experiencing VR technologies is overlooked. To fill in this void, this study develops a comprehensive conceptual model for investigating the influence of VR technological features on tourists’ minds, and consequently, their destination visit intention. This study integrates the technology acceptance model, stimuli-organism-response model, and flow theory into a unified conceptual model for a comprehensive understanding of tourists’ behavior. By focusing on tourists’ decision-making and behavior processes, this study sheds new light on how VR stimuli (i.e., vividness and interactivity) could translate into tourists’ attitudes and visiting intentions. This conceptual model is then tested and validated using structural equation modeling on survey data collected from 311 VR users after experiencing virtual tours designed for destinations in Vietnam. The findings indicate that virtual tours affect tourists’ psychological well-being, which translates into visiting intention. Based on the results, this study emphasizes the role of VR as a powerful marketing tool to promote a destination. Furthermore, approaches to enhance the effectiveness of VR tours, particularly, for tourism developers, are proposed. This study thus contributes to the literature in the area of VR tourism, contributing both theoretical and practical knowledge.

한국관광공사 1330 관광안내 문자채팅 서비스에 대한 연구

The 1330 Korea Travel Helpline is a public service that provides tourists with customized travel information in order to promote tourism. 1330 Travel Helpline differs from other online tourism information platforms in that users can interact with certified tourism specialists throughout their journey. Furthermore, the service is run by the Korea Tourism Organization. Taking these distinguishing characteristics into account, the purpose of this study is to investigate the factors influencing the service user's information processing process and the tourist's destination visit intention. This study specifically employs the Elaboration Likelihood Model to examine the impact of information quality and source credibility on destination visit intention. Furthermore, using data collected from tourists who have used this service, this paper investigates whether the interaction quality with service representatives acts as a predictor of visit intention. The PLS-SEM approach reveals that interaction with service representatives gives users a social presence, which influences their information processing path positively. Information usefulness and visit intent are significantly influenced by information quality and source credibility. In addition, the research demonstrates that the interaction quality has a mediating effect on both of the central and the peripheral paths. The findings contribute to a better understanding of the live chat service in the context of the hospitality and tourism industries, as well as suggestions for future research.

유튜브 여행 콘텐츠 특성이 잠재적 여행객의 행동의도와의 관계에 대한 연구

This study aimed to verify behavioral intentions of potential travelers targeting YouTube travel content and investigated to verify the relationship between YouTube contents characteristics, flow experience, emotional well-being, continuous use intentions, and actual destination visit intention. For empirical analysis, by distributing 360 samples of Google Survey Doc for a month from October 13, 2022, 287 samples were used for the final analysis excluding 73 samples of unfaithful or ambiguous responses. The analysis results of the hypothesis test in this study are as follows. Among the characteristics of YouTube contents, ease of use did not significantly affect flow experience, so Hb were rejected. but, usefulness, enjoyment and vividness were found to have a significant effect on flow experience as adopted of H1a, c and d. And hypotheses H2, H3, H4, and H5 were adopted. Through the analysis results, practical implications were provided by presenting basic data useful for establishing management strategies for travel and tourism companies.

Tourists' intention to visit a destination where child labor is employed: an application of the theory of planned behavior (TPB)

PurposeThis study aims to explain the effect of tourists' attitudes towards child labor, subjective norms and perceived behavioral control (PBC) on their intention to visit a destination with the model created with the help of theory of planned behavior (TPB).Design/methodology/approachThe study utilized the convenience sampling technique. Data were collected through social media platforms from individuals over the age of 18 who live in Turkey and have traveled as tourists before. For this purpose, travel and tourism-themed groups were applied. Six hypotheses based on the literature were tested in the study. Data analysis was carried out using the Smart partial least square (PLS) program on data collected from 226 people.FindingsFindings showed that the conceptual model explained tourists' intentions well. In detail, subjective norm, PBC and attitude, together with their belief constructs, all had a positive impact on visit intention.Practical implicationsDestination managers are recommended to protect children's rights in the destination. Any kind of exploitation of children and child labor can be prevented if stakeholders within the industry do not include any partners that violate children's rights. Destination managers should also guarantee the safety of children by launching codes of conduct and guidelines in coaction with local authorities and NGOs.Originality/valueMany factors that may affect tourists' intention to visit a destination have been studied in the literature so far; however, tourists' perspective on child labor in a destination was not among these factors. It is not known whether the problem of child labor in destinations will affect tourists' intention to visit that destination. In this study, destination visit intention is discussed from this aspect, and this study differs from the previous studies in this respect. Recommendations were provided for practitioners to evolve into a child-friendly destination and highlight the efforts made to prevent child labor in their marketing practices.

Tourism promotion through vlog advertising and customer engagement behaviours of generation Z

ABSTRACT This study investigates the effectiveness of Vlogs as an advertising tool to promote the tourism sector in Pakistan using Ducoffe’s Advertising Value Model and stimulus-organism-response (S-O-R) framework, and its subsequent effect on customer engagement behaviours (CEBs). Data were collected from generation Z through both the online and offline medium, 230 students were approached; 206 questionnaires were usable for analysis. Partial least squares–structural equation modelling (PLS-SEM) was used for model assessment. The results indicated that all the relationships are supported: informativeness, entertainment, credibility and irritation significantly influence advertising value; adverting value influences attitude towards Vlog; and finally, attitude towards Vlog significantly influences electronic word-of-mouth (eWOM), positive word-of-mouth (PWOM), customer referral, and destination visit intention. This study is the first in this domain that measures the importance of Vlog advertising value in shaping the attitude of generation Z toward Vlog destination advertising, especially in the context of Pakistan, a developing economy. The theoretical and practical implications of the findings, limitations of the study and suggestions for future research directions are also discussed.

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.

Framing food tourism videos: What drives viewers’ attitudes and behaviors?

Despite the prevalence of food tourism-related short videos on social networking services, few studies have examined the effectiveness of such videos in promoting food tourism. This study aims to address this gap in literature via three experimental studies. Specifically, Study 1 reveals significantly different attitudes across participants who watch food tourism videos with different framing styles (information-focused, emotion-focused, and commercial-focused); and viewers’ attitudes significantly influence their video-sharing and destination visit intention. Study 2 suggests that information-focused and emotion-focused videos influence viewers’ attitude via distinct routes, that is, cognitive evaluations and aroused emotions, respectively. Study 3 finds that different locations and lengths of embedded commercial content in a video induce different levels of brand awareness. This study is amongst the first to uncover the effects of food tourism video framing styles on viewers’ attitudes and behaviors, unravel the underlying mechanism, and explore the most effective brand placement strategies in food tourism promotion. Highlights Information-focused video is the most effective in promoting food tourism. Information-focused video triggers cognitive evaluations. Placing commercial content in the middle or end of a video is more effective. Ten-second embedded commercial content is as persuasive as the traditional 15 seconds.

Advertising value of vlogs on destination visit intention: the mediating role of place attachment among Pakistani tourists

视频博客对目的地访问和重游意愿的广告价值：探究巴基斯坦游客地方依恋的中介作用研究目的本研究借鉴 Ducoffe 的广告价值模型, 将其他构念（可信度、幻想和视觉吸引力）作为感知视频博客广告价值的重要前提。该研究还考察了地方依恋在感知的广告价值和访问目的地的意愿之间的中介作用。研究设计/方法/路径本研究在社交网站和 YouTube 上（定期、频繁、每周或至少每月）观看旅游视频博客的巴基斯坦游客中收集了 267 份有效的在线问卷。研究发现使用 PLS-SEM 方法的实证结果表明, 信息量、娱乐性和可信度具有显着的积极影响, 而刺激则对广告价值产生负面影响。该研究还支持广告价值对访问意愿的正向影响以及地方依恋的中介作用。研究原创性/价值这些发现强化了基于个人信誉、经验和可信赖性的广告范式转变。本研究有助于将促销活动、目的地形象、游客态度、访问意图和行为联系起来的研究路线。