The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure

被引：54

作者：

Gong, Tianyi ^{[1
]}

Tung, Vincent Wing Sun ^{[1
]}

机构：

[1] Hong Kong Polytech Univ, Sch Hotel & Tourism Management, 17 Sci Museum Rd, Kowloon, Hong Kong, Peoples R China

来源：

JOURNAL OF TRAVEL & TOURISM MARKETING | 2017年 / 34卷 / 03期

关键词：

Travel motivation; advertising; mini-movies; destination image; NARRATIVE TRANSPORTATION; PSYCHOLOGICAL REACTANCE; PRODUCT PLACEMENT; PERSUASION; FILM; PERCEPTIONS; ENTERTAINMENT; LOYALTY; KOREA; DRAMA;

D O I：

10.1080/10548408.2016.1182458

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Despite the growing use of mini-movies by tourism marketers, the effectiveness of this approach on inducing positive destination image remains relatively unexplored. This study examines the effectiveness of mini-movies in facilitating positive destination image while considering the influence of travel motivation and advertising disclosure via a 2 (travel motivation prime: presence versus absence) x 2 (advertising: disclosure versus non-disclosure) between-subjects experimental design. The methodology details the process of eliciting an individual's memorable tourism experience to prime future travel motivations. The study discusses implications for destinations that are looking to leverage the impact of mini-movies in their branding strategies.Abbreviations: DMO: destination marketing organization; SD: standard deviation; ANOVA: analysis of variance

引用

页码：416 / 428

页数：13

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