Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/24966
Title: An initial investigation of integrating innovation diffusion models for drawing first-time visitors
Authors: Doong, HS
Law, R 
Wang, HC
Keywords: First-time visitors
Innovation diffusion model
Hong Kong
Marketing
Issue Date: 2009
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2009, v. 26, no. 1, p. 19-29 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: Prior studies in the existing tourism literature have frequently emphasized the relatively expensive costs for drawing first-time visitors. These studies, however, have largely failed to explain how to draw first-time visitors to a destination. In other words, little was known regarding what destinations should do to attract first-time visitors in an effective way. To provide more insights, this research investigated the impact of three diffusion models on attracting first-time visitors. These models included an external influence model for impact of mass media, an internal influence model for impact of interpersonal communications, and a mixed model for impacts of both mass media and interpersonal communications. Assessing the model impact in a macroapproach for first-time visitors to Hong Kong, empirical findings indicated that the mixed influence model provided the highest explanatory quality, with word-of-mouth being a dominant factor.
URI: http://hdl.handle.net/10397/24966
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548400802656702
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