The marketing of destination distinctiveness: the power of tourism short videos with enjoyability and authenticity

doi:10.1080/13683500.2023.2242559

淡江大學機構典藏 > 商管學院 > 管理科學學系暨研究所 > 期刊論文 > Item 987654321/125464

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題名:	The marketing of destination distinctiveness: the power of tourism short videos with enjoyability and authenticity
作者:	Yin, J., Qu, X., & Ni, Y.
關鍵詞:	Perception of destination distinctiveness;concentration;electronic word-of-mouth;enjoyability;authenticity;emotion appraisal theory
日期:	2023-08-08
上傳時間:	2024-04-01 12:05:23 (UTC+8)
出版者:	Routledge
摘要:	Tourism short videos are increasingly being utilized to promote tourism development and differentiate destinations through electronic word-of-mouth. This study explores the association between the perception of destination distinctiveness through tourism short videos (PDD) and electronic word-of-mouth on destination image (eWOM-DI), as online short videos gain more popularity. Drawing on the emotional appraisal theory, the study investigates how PDD affects eWOM-DI through concentration as a mediator and enjoyability and authenticity as moderators. The findings indicate that PDD has a direct and indirect effect on eWOM-DI through concentration. Additionally, the study reveals that higher levels of enjoyability or authenticity can strengthen the positive effects of PDD on concentration and eWOM-DI. These results provide valuable insights for effectively promoting destination distinctness through electronic word-of-mouth elicited by tourism short videos with enjoyability and authenticity.
關聯:	Current Issues in Tourism
DOI:	10.1080/13683500.2023.2242559
顯示於類別:	[管理科學學系暨研究所] 期刊論文

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