Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/53678
Title: The impact of tourism mini-movies on destination image : the influence of travel motivation and advertising disclosure
Authors: Gong, T
Tung, VWS 
Keywords: Travel motivation
Advertising
Mini-movies
Destination image
Issue Date: 2017
Publisher: Routledge, Taylor & Francis Group
Source: Journal of travel & tourism marketing, 2017, p. 416-428 How to cite?
Journal: Journal of travel & tourism marketing 
Abstract: 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) × 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.
URI: http://hdl.handle.net/10397/53678
ISSN: 1054-8408
EISSN: 1540-7306
DOI: 10.1080/10548408.2016.1182458
Appears in Collections:Journal/Magazine Article

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