Purpose Of Visit Research Articles

Green Marketing Strategy And Intention To Visit Eco-Friendly Tourist Attraction

This study aims to examine the effect of green marketing components, namely green products, and green promotions on visit intentions. The population and sample of this research are visitors to the Tugurejo mangrove forest conservation tourism object. The sampling technique used was purposive sampling. Primary data was used in this study, with data collection techniques through online questionnaires. The results showed that green product and green promotion had an effect on intention to visit.

Determinant of Muslim women to visit "viral" places: Understanding the influence of social media, distance, and Fear of Missing Out (FoMo)

The study explores the relationships between social media intensity, FoMO, visit intention, and potential mediation and moderation effects of perceived distance. 186 Muslim women were involved in the study, and the data were analyzed using moderation-mediation procedures. The results reveal a substantial positive correlation between the intensity of social media use and FoMO, indicating that an increased investment of time in social media corresponds to increased FoMO levels among respondents. Moreover, a robust positive correlation was identified between the intensity of social media use and respondents' intention to visit a place and FoMO's intention to visit. The results of this research study also reveal the mediating role of FoMO and moderating perceived distance on the relationship between social media intensity and visit intention.
 Public interest statement
 The study uncovers that FoMO significantly motivates the intention to visit the place. Further scrutiny indicates that social media intensity indirectly influences the intention to visit through FoMO, revealing mediation effects. The research sets the stage for subsequent investigations aimed at a deeper understanding of the roles played by social media and FoMO in shaping tourism intentions

Authenticity, health concern and sustainable intelligence in the farm restaurant context: applying extended theory of planned behaviour

Purpose The study aims to analyse the structural relationships of authenticity, health concern and sustainable intelligence in the farm restaurant context. Different types of restaurants have been targeted to understand consumer behaviour; however, the behavioural intention of visitors dining at the farm restaurants was rarely explored.Design/methodology/approach With the backdrop of the theory of planned behaviour (TPB), this study highlights the understanding, particularly on personal values associated with the behavioural intention of consumers visiting the farm restaurant. Data were collected, circulating questionnaires onsite and online at a farm restaurant. Structural equation modelling was employed to analyse the data.Findings Study findings reveal that personal values such as authenticity, health concern and sustainable intelligence positively influence the mediating constructs of TPB towards behavioural intention to revisit the farm restaurant.Originality/value This research might be the first one, exclusively focused on understanding the behavioural intention of the consumers visiting the farm restaurant, based on their personal values. This study specifically enriches the farm restaurant literature from the academic perspective and offers insights to farm restaurant owners and managers about the priorities of the consumers visiting the farm restaurant.

Analysis of e-WOM and Destination Image on Visit Intention

The global spread of the Coronavirus impacts the Indonesian economy, particularly in the tourism industry, Various kinds of tourist attractions in Indonesia are threatened with closing due to the COVID-19 pandemic, and various sectors - supporting tourism sectors such as hotels, restaurants, and retail entrepreneurs are also affected by this coronavirus. Alamendah Tourism Village is one of the tourist attractions affected by the Covid-19 pandemic. This research aims to analyze the impact of e-WOM and destination image on visit intention for the Alamendah Tourism Village, this research uses quantitative method and descriptive causality research. This research was conducted on 100 respondents who had never visited Alamendah Tourism Village. Data was collected by distributing questionnaires, and the data were processed using SPSS 21. The t-test f-test and coefficient determination are used to test hypotheses. It was discovered that the e-WOM had a significant and strong impact on visiting interest and that the destination image also had a significant and strong impact on visit intention. Furthermore, the e-WOM and destination image have a significant and strong impact of 45,9% on visit intention simultaneously, with the rest being influenced by other variables.

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.

The Influence of Muslim Endorsers and Influencers in Promoting Halal Tourist Attractions.

This study aimed to analyze the influence of Muslim influencers, Muslim endorsements, and destination image on Muslim tourists’ visit intention. Based on data analysis from 206 respondents, it was discovered that Muslim endorsements had a positive and significant effect on visit intention, while the influence of Muslim influencers was positive but not significant. Meanwhile, destination image had a positive but not significant influence on visit intention, and did not mediate the effects of Muslim influencers and endorsements. Thus, Muslim endorsements become an important factor that can directly increase Muslim tourists’ visit intention. Marketing strategies that put forward Muslim endorsements are needed to attract Muslim tourists to visit.

Investigating metaverse marketing-enabled consumers’ social presence, attachment, engagement and (re)visit intentions

Although the substantial body of research on tourism-technologies has examined the use of virtual reality and web/mobile-based technologies, the potential of destination-marketing via metaverse is yet to be explored. Due to little empirical understanding about the use of metaverse tours in tourism service marketing, we develop a metaverse-based theoretical model integrating consumer's amount-of-time-spent, number of friends, use of virtual places, social presence to metaverse, attachment to metaverse, engagement to metaverse, and (re)visit intentions among Generation-Z adopting stimulus-organism-response perspective. Using multi-study approach, we conducted experiments with Generation-Z metaverse-respondents. Study 1 findings exposed that young users' amount-of-time-spent in metaverse, number of friends in metaverse, and use of virtual places promotes their social presence and attachment to metaverse. Study 1 findings also recognized that the social presence and attachment to metaverse in-turn increasing (re)visit intentions. Study 2 findings revealed the mediating effects of social presence and attachment to metaverse in the proposed relationships. Further, Study 2 findings exposed a positive moderating interaction effect of engagement to metaverse between social presence/(re)visit intentions and attachment/(re)visit intentions. Finally, the findings supplement existing theoretical knowledge of customers' metaverse-based social presence, attachment, engagement and provide practical insights for marketers on the advancement of metaverse tourism.

How effective are user-generated travel short videos in promoting a destination online?

The purpose of this study is to investigate the influence of the effects of “user-generated travel short videos” (UGTSV; visual effect, musical effect, culture and activity effect, pop effect) on familiarity and involvement with destinations, in relation to any further intention to visit a destination. Drawing on stimulus organism response theory, this research used an online survey design to evaluate tourists’ perception of three targeted travel short videos. The data from 646 respondents were analyzed using exploratory factor analysis and regression analysis. The results demonstrate that, except for the musical effect, all other short video effects significantly affect the level of familiarity, as well as behavioral involvement with a UGTSV destination. In addition, both tourist familiarity and behavioral involvement significantly affect their visit intentions. These findings enrich our understanding of UGTSV-induced tourism and help destination managers to develop marketing strategies utilizing short videos to attract potential tourists.

Variables influencing visitation decisions to conflict-ridden destinations: the effect of religiosity

ABSTRACT The study analyses religiosity as an antecedent variable that influences perceptions of terror risk and animosity, which shape image and visitation intentions to conflict ridden-destinations. The investigation is carried out for two different destinations, Turkey and Israel, both of which suffer from an armed political conflict within their territory. To increase generalizability, the study examines the model of relationships using samples from two source countries, the U.S.A. and India, which represent a Western individualistic and non-Western collectivistic cultural context. The results indicate that religiosity increases terror risk perceptions and decreases animosity, while also indirectly influencing visitation decisions to conflict-ridden destinations. The model is stable for both destinations and across samples, despite some differences that are discussed.

Parents' Experiences of Communication With School Nurses About Their Child's Weight Development in Sweden.

This study aimed to describe parents' experiences of communication with school nurses concerning the growth data and weight development of their children aged 8 and 10 years old in Sweden. Eighteen interviews with parents were conducted and analyzed through qualitative content analysis. The result showed a need for improved dialogue where the parents viewed the health visit's purpose as unclear and lacked feedback. The parents desired access to their child's growth data and described the need for an improved channel for receiving information. The parents moreover experienced the lack of a child-centered perspective, described the child's context as not in focus, and desired collaboration around their child. This study shows the need for the development of evidence-based methods for communicating growth data and weight development between School Health Service (SHS) and parents, as well as the need for a reformed SHS perspective towards parents and children.

Innovative strategies to tackle seasonality issue in hospitality and tourism industry

PurposeThis paper aims to deepen the current knowledge of seasonality by investigating visitors’ intentional and behavioural patterns during peak and off-peak seasons. It compares the variation in several key behavioural factors, namely, duration of stay, party size, revisit intention, spending and breakdown of spending in different sectors in hospitality and tourism including entertainment, restaurant, accommodation and transportation. Moreover, this research expands the understanding by examining the effectiveness of two innovative strategies of offering a digital app and organising a unique event to tackle seasonal imbalances through stimulating visitors’ intention to change their timing of visit from peak to off-peak periods.Design/methodology/approachThe author initially used a Delphi approach to gather experts’ opinion on the two scenario settings: event organisation and a trip planner app. The scenarios aimed to potentially encourage visitors to change their visit time to off-peak seasons. Then, using a quantitative survey, the travel habits and spending behaviours of 310 participants were captured. Furthermore, the survey assessed their intention to travel during off-peak seasons in response to the implementation of the two innovative strategies.FindingsThe results revealed that although the number of visitors who travel in off-peak seasons may be lower, their daily spending is higher than peak season visitors. In addition to total spending per day, the duration of stay, part size, quality of accommodation and re-visit intention of visitors indicated significant variation between peak and off-peak seasons. According to the statistical analysis’ results, organising events (including festivals) proves more effective in encouraging visitors to travel during off-peak seasons compared to digital innovation (i.e. a trip planner app). This finding is in line with the tenets of the Jobs-to-be-Done Theory of innovation.Originality/valueThis study contributes by conceptualising the mechanism of seasonality and its impacts on subsectors of tourism and hospitality. To the best of the author’s knowledge, this is one of the few empirical research that compares the behavioural patterns of visitors including their average spending per day between peak and off-peak seasons. Previous studies focused on specific regions or sectors, whereas this research investigates visitors’ behaviour on a broader scale to provide more comprehensive view. Furthermore, this study is novel due to practising an outside-in approach through investigating the effectiveness of the two innovative strategies aimed at addressing seasonality in the hospitality and tourism industry from visitors’ point of view.

Employing Patriotism and Nationalism in Destination Crisis Communication Strategy for the Pandemic

This research primarily aims to investigate the implementation of patriotism and nationalism crisis communication strategies when destination marketers wish to attract domestic tourists to resume their travel consumption following the COVID-19 pandemic. The focal point of the investigation is to explain the mechanisms occurring in potential domestic tourists after communication via this strategy. The research objectives were set to test the causal relationships among destination reputation, trust, intentions to conduct secondary crisis communication, and visit intentions. Data were gathered from 546 potential Thai tourists via a survey questionnaire, with Phuket, Thailand, selected as the crisis scenario. Findings were analyzed via structural equation modeling and suggest that only trust positively impacts intentions to conduct secondary crisis communication. In contrast, visit intentions were positively affected by multiple influential factors (i.e., destination reputation, trust, and intentions to conduct secondary crisis communication). The findings yield suggestions on how to design and enhance the patriotism and nationalism messages to ensure a high level of visit intentions and intentions to conduct secondary crisis communication, for concerned practitioners who are responsible for destination marketing in the post-pandemic time when domestic tourists have become one of the primary and crucial target customers.

Effects of COVID-19 on Visitor Intentions to Attend Personal Interpretation Programs in the Provincial Parks of Alberta, Canada

Research has examined COVID-19’s impacts on parks, but little research has studied the pandemic’s impact on in-person interpretation. Based on responses from 431 visitors to Alberta’s provincial parks before and during the pandemic, this paper investigates how the pandemic affected visitor intentions to attend personal interpretation programs. Intentions to attend programs decreased after the pandemic started, but were greater for respondents who had attended programs the previous season. Key reasons for not attending programs were not to become infected and not to infect others. Intentions to attend programs were greater for males than females, and greater for respondents with an increased education and a larger household income. Despite pandemic concerns, 53% of respondents said that programs should be offered, with highest support for amphitheater shows, followed by guided hikes, point duties, and family events. Park managers should clearly communicate the benefits and safety measures employed for interpretation programs.

A pentadic analysis of TikTok marketing in tourism: The case of Penang, Malaysia

Several destinations have jumped on the TikTok bandwagon to explore consumer reactions and motivations towards visit intentions, though these are largely limited to point-in-time surveys. Using the example of Penang, Malaysia, this research contributes to the paucity of knowledge surrounding TikTok in tourism by analysing contents generated from the destination management organisation, travel influencers, and other tourists participating in a TikTok competition for the destination. Drawing from Burke’s Pentadic analysis, the findings reveal the sociological interactions where the performativity of the short videos are staged by different users with the destination as the backdrop. Theoretical and managerial implications are highlighted to inform current and future practices of TikTok (re)presentation in tourism, and how the platform can be used distinctively to socially interact with various target markets and stakeholders.

“I would like to visit a bone chapel, but …”: facilitators, constraints, motivators and death anxiety

PurposeThe study aims to understand the relationship between facilitating, demoting, motivating factors and visit intention; and to clarify the role of death anxiety before visiting a dark exhibition.Design/methodology/approachPartial least squares structural equation modeling was adopted to analyze data from 426 potential visitors to the Capuchin Crypt in Rome (Italy).FindingsResults demonstrate that dark fascination, prestige, reflection on death and mortality and interpersonal facilitators are the main drivers of visit intention, and structural constraints are the main demoting factors. Contrary to expectations, intrapersonal constraints have a positive influence on motivators and indirectly on visit intention, and death anxiety has mixed results.Research limitations/implicationsData collection from only one dark exhibition requires that the generalization of the results must be done with care.Practical implicationsConclusions enabled a better understanding of pre-trip tourist behavior, providing valuable suggestions for the communication strategy of Destination Management Organizations (DMOs) and site managers.Originality/valueThe study adopts a consolidated and empirical approach to studying facilitators, motivators, constraints and visit intention, as well as the effect of death anxiety. To the best of the author’s knowledge, this is the first study to develop a comprehensive investigation of these four constructs, whether at the darker or the lighter end of the dark tourism spectrum. Consequently, it offers a better understanding of lighter dark attractions, which allows DMOs and others to improve the communication of their tourism products.

Does Country Image Moderate the Relationship Between Motivation and Visit Intention of Medical Tourists to India?

ABSTRACTThis study aims to investigate the influence of intrinsic and extrinsic motivations on the visit intention of medical tourists to a developing country like India, focusing on the role of country image as a moderator. This study employed partial least square-based structural equation modeling to test the hypotheses using data from 302 medical tourists visiting India for treatment. The findings of this study confirmed that both the dimensions of extrinsic motivation, namely perceived benefit and affordability, have a positive and significant impact on the visit intention of medical tourists to India. In contrast, only the cosmopolitanism dimension of intrinsic motivation has a positive and significant effect on the visit intention of medical tourists to India. This study also confirmed that country image significantly moderates the relationship between extrinsic and intrinsic motivation dimensions and medical tourists’ visit intention to India. The study’s findings have significant theoretical and managerial implications as they explore the effect of extrinsic and intrinsic travel motivation on medical tourists’ intention to visit an emerging economy, considering the country’s image as a moderator.

Role of tourist-chatbot interaction on visit intention in tourism: the mediating role of destination image

ABSTRACT The current research examined the link between the informativeness of tourist-chatbot interaction, destination image, and visit intention in two studies. In the first study, 111 participants were asked to interact with ChatGPT about a destination (i.e. Batumi) for 5–10 min. The conceptual model was analyzed using the Structural Equation Modelling framework. Findings suggested that the informativeness of tourist-chatbot interaction would increase destination image and visit intention. Destination image was also directly and positively related to visit intention. Specifically, destination image mediated the link between the informativeness of tourist-chat bot interaction and visit intention. A second study (N = 184) was conducted, in which the entire procedure was the same as the first study, to test the replicability of the current findings. Consequently, all results remained consistent with the first study. This is the first study to show the mediating role of destination image in the link between human-machine interaction and visit intention in tourism research. Thus, the findings would expand the current understanding regarding the role of human-machine interaction on attitude and behaviour.

When and why nostalgic ads work (and do not work): A social influence perspective

Previous research has documented the power of nostalgic ads, yet little is known about whether and how their effectiveness will be affected by social influence, which is often unavoidable in the service context. To fill this gap, the current research investigates the relative effectiveness of nostalgic (vs. non-nostalgic) ads in a restaurant setting by examining two underexplored but practically relevant boundary conditions: consumption context and crowding. Two experimental studies show that nostalgic (vs. non-nostalgic) ads lead to higher levels of visit intention. Importantly, such an advantage arises (disappears) when consumers anticipate group (solo) consumption and when the environment has low (high) crowding. Moreover, we find that consumers’ sense of social connectedness is the psychological mechanism explaining the superiority of nostalgic (vs. non-nostalgic) ads. Implications for optimizing nostalgic advertising are discussed.

What drives consumers to use local online retail platforms? The influence of non-place-specific and place-specific motives

Local online retail platforms (LORPs) are gaining popularity as digital channels that can increase physical retail agglomerations’ attractiveness and viability by stimulating online sales and consumer footfall. However, insights are needed to enrich academic understanding and guide practitioners in their decision-making process regarding use and optimization of these platforms for boosting retail agglomeration vitality. Drawing on uses and gratifications theory, an online survey of 442 Dutch consumers revealed that positive attitudes toward browsing LORPs induced both online purchase and offline visit intentions. Interestingly, despite LORPs' local focus, non-place-specific motives more substantially impacted positive browsing-related attitudes toward LORPs than place-specific ones.

A longitudinal study on how smart tourism technology influences tourists’ repeat visit intentions

ABSTRACT This study addresses this knowledge deficit by developing and testing a model that examines the effect of smart technologies on tourists’ satisfaction and intentions to repeat visit a travel destination. This study used a longitudinal approach and collected data from 438 tourists between December 2020 and March 2021, followed by another survey between September 2021 and March 2022. Technology characteristics such as accessibility, information quality, and personalisation positively influence tourists’ satisfaction, which mediates the relationship between trust and repeat visit intentions of tourists.