Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/104874
Title: | The impact of tourism mini-movies on destination image : the influence of travel motivation and advertising disclosure | Authors: | Gong, T Tung, VWS |
Issue Date: | 2017 | Source: | Journal of travel & tourism marketing, 2017, v. 34, no. 3, p. 416-428 | 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. | Keywords: | Advertising Destination image Mini-movies Travel motivation |
Publisher: | Routledge, Taylor & Francis Group | Journal: | Journal of travel & tourism marketing | ISSN: | 1054-8408 | EISSN: | 1540-7306 | DOI: | 10.1080/10548408.2016.1182458 | Rights: | © 2016 Informa UK Limited, trading as Taylor & Francis Group This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Travel & Tourism Marketing on 26 May 2016 (published online), available at: http://www.tandfonline.com/10.1080/10548408.2016.1182458. |
Appears in Collections: | Journal/Magazine Article |
Files in This Item:
File | Description | Size | Format | |
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Tung_Impact_Tourism_Mini-Movies.pdf | Pre-Published version | 907.87 kB | Adobe PDF | View/Open |
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