PROMOTIONAL TOURISM VIDEOS: EXAMINING THE ROLE OF FAMILIARITY, ATTITUDE, AND WORD-OF-MOUTH TOWARDS THE REGION

Sónia Almeida Ferreira; Sara Santos; Luísa Augusto; Pedro Espírito Santo; Maria Vasconcelos

doi:10.5281/zenodo.11002206

EN

PROMOTIONAL TOURISM VIDEOS: EXAMINING THE ROLE OF FAMILIARITY, ATTITUDE, AND WORD-OF-MOUTH TOWARDS THE REGION

Abstract

After the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be considered in tourism. Since tourism is based on experiences and familiarity with destinations is reinforced by accumulated experiences, studying the effects of familiarity on tourists' intention to word-of-mouth would be relevant. Furthermore, given that the attitude towards the region visited comprises cognitive and affective dimensions, it would be relevant to analyse the effects of the attitude towards the region on the intention to word-of-mouth. In this sense, this study sought to analyse the determining factors of word-of-mouth in tourism. To this end, a quantitative, cross-sectional survey was carried out, for which data was collected through a questionnaire from a sample of 906 tourists using the Smart PLS software. The results showed that familiarity with the region and attitudes towards the region is essential in tourists' intention to WOM. Therefore, this study supports the idea that tourist destinations should welcome tourists in the best way possible by providing them with greater familiarity with the region so that, through the word-of-mouth generated, it is possible to attract more tourists.

Keywords

Supporting Institution

Polytechnic of Viseu

Project Number

Ref. UIDB/05583/2020 Ref. PIDI/CISeD/2022/006

Thanks

This work is funded by National Funds through the FCT - Foundation for Science and Technology, I.P., within the scope of the project Ref. UIDB/05583/2020. Furthermore, we would like to thank the Research Centre in Digital Services (CISeD) and the Instituto Politécnico de Viseu for their support. The work is also developed under the project STORYTOUR - The use of storytelling in tourist promotional videos Ref. PIDI/CISeD/2022/006.

References

Al-Gasawneh, J. A., & Al-Adamat, A. M. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention. Management Science Letters, 10(8), 1701–1708. https://doi.org/10.5267/j.msl.2020.1.010
Andereck, K., Valentine, K. M., Knopf, R. C., & Vogt, C. A. (2005). Residents’ perceptions of community tourism impacts. Annals of Tourism Research, 32(4), 1056–1076. https://doi.org/10.1016/j.annals.2005.03.001
Baloğlu, Ş. (2001). Image variations of Turkey by familiarity index: informational and experiential dimensions. Tourism Management, 22(2), 127–133. https://doi.org/10.1016/s0261-5177(00)00049-2
Beldad, A., Karreman, J., & Behrens, J. (2016). The impact of webshop familiarity and online customer review valence on customer’s trust and purchase, Word-of-Mouth, and information seeking intentions. In Developments in marketing science: proceedings of the Academy of Marketing Science (pp. 823–828). https://doi.org/10.1007/978-3-319-26647-3_179
Bhat, S. A., & Shah, M. A. (2014). Diffusion of Internet Technology in the Tourism Sector: An Empirical Study. Journal of Transnational Management, 19(2), 152–164. https://doi.org/10.1080/15475778.2014.904674
Bianchi, C., Milberg, S. J., & Cúneo, A. (2017). Understanding travelers’ intentions to visit a short versus long-haul emerging vacation destination: The case of Chile. Tourism Management, 59, 312–324. https://doi.org/10.1016/j.tourman.2016.08.013
Bresciani, S., Thrassou, A., & Vrontis, D. (2015). Determinants of performance in the hotel industry - an empirical analysis of Italy. Global Business and Economics Review, 17(1), 19. https://doi.org/10.1504/gber.2015.066531
Bui, Q. B., Bui, V. T., & Le, T. N. (2022). The Relationship Among Social Media, Destination Image And Attitude Towards Destination: The Case Study Of Mekong Delta Tourism. Zenodo (CERN European Organization for Nuclear Research). https://doi.org/10.5281/zenodo.7385812

Cao, X., Qu, Z., Yan, L., & Hu, J. (2021). How the destination short video affects the customers’ attitude: The role of narrative transportation. Journal of Retailing and Consumer Services, 62, 102672. https://doi.org/10.1016/j.jretconser.2021.102672
Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B., & Lala, V. (2020b). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109, 221–235. https://doi.org/10.1016/j.jbusres.2019.11.048
Charton-Vachet, F., Lombart, C., & Louis, D. (2020). Impact of attitude towards a region on purchase intention of regional products: the mediating effects of perceived value and preference. International Journal of Retail & Distribution Management, 48(7), 707–725. https://doi.org/10.1108/ijrdm-09-2019-0315
Chen, J., Hsu, F. C., Yan, L., Lee, H., & Zhang, Y. (2023). Tourists’ food involvement, place attachment, and destination loyalty: the moderating role of lifestyle. Behavioral Sciences, 13(8), 629. https://doi.org/10.3390/bs13080629
Chen, Y., & Law, R. (2016). A review of research on electronic Word-of-Mouth in hospitality and tourism management. International Journal of Hospitality & Tourism Administration, 17(4), 347–372. https://doi.org/10.1080/15256480.2016.1226150
Covaleski, R.: Publicidade Híbrida. Maxi Editora. (2010).
Fornell, C. & Larcker, D. F. (1981), 'Evaluating Structural Equation Models with Unobservable Variables and Measurement Error', Journal of Marketing Research, XVIII, pp. 39-50.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves online? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073
Hernández, B., Hidalgo, M. C., Salazar-Laplace, M. E., & Hess, S. (2007). Place attachment and place identity in natives and non-natives. Journal of Environmental Psychology, 27(4), 310–319. https://doi.org/10.1016/j.jenvp.2007.06.003
Jung, E., & Childs, M. (2019). Destination as Product Placement: an advertising strategy to impact beliefs and behavioral intentions. Journal of International Consumer Marketing, 32(3), 178–193. https://doi.org/10.1080/08961530.2019.1662355
Kang, J., Hong, S., & Hubbard, G. T. (2020b). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
Karjaluoto, H., Munnukka, J., & Kiuru, K. (2016). Brand love and positive word of mouth: the moderating effects of experience and price. Journal of Product & Brand Management, 25(6), 527–537. https://doi.org/10.1108/jpbm-03-2015-0834
Lee, J., Kyle, G. T., & Scott, D. (2012). The Mediating Effect of Place Attachment on the Relationship between Festival Satisfaction and Loyalty to the Festival Hosting Destination. Journal of Travel Research, 51(6), 754–767. https://doi.org/10.1177/0047287512437859
Milman, A., & Pizam, A. (1995). The Role of Awareness and Familiarity with a Destination: The Central Florida Case. Journal of Travel Research, 33(3), 21–27. https://doi.org/10.1177/004728759503300304
Moore, R. L., & Graefe, A. R. (1994). Attachments to recreation settings: The case of rail‐trail users. Leisure Sciences, 16(1), 17–31. https://doi.org/10.1080/01490409409513214
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: A moderating role of product type. Journal of Business Research, 62(1), 61–67. https://doi.org/10.1016/j.jbusres.2007.11.017
Pektaş, S., & Hassan, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 79–88. https://doi.org/10.26650/jot.2020.6.1.0011
Pereira, V., Jyoti, J., & Hussain, S. (2019). Impact of travel motivation on tourist’s attitude toward destination: Evidence of Mediating Effect of destination image. Journal of Hospitality & Tourism Research, 46(5), 946–971. https://doi.org/10.1177/1096348019887528
Pourfakhimi, S., Duncan, T., & Coetzee, W. J. (2020). Electronic word of mouth in tourism and hospitality consumer behaviour: state of the art. Tourism Review, 75(4), 637–661. https://doi.org/10.1108/tr-01-2019-0019
Prayag, G., Chen, N., & Del Chiappa, G. (2017). Domestic tourists to Sardinia: motivation, attitude, attachment, and behavioural intentions. Anatolia - an International Journal of Tourism and Hospitality Research, 29(1), 84–97. https://doi.org/10.1080/13032917.2017.1387583
Proshansky, H. M., Fabian, A. K., & Kaminoff, R. (1983). Place-identity: Physical world socialisation of the self. Journal of Environmental Psychology, 3(1), 57–83. https://doi.org/10.1016/s0272-4944(83)80021-8
Ramos, D., Costa, C.: Turismo: Tendências de Evolução. PRACS, 10(1), 21–33, (2017).
Ray, A., Bala, P. K., & Rana, N. P. (2021). Exploring the drivers of customers’ brand attitudes of online travel agency services: A text-mining based approach. Journal of Business Research, 128, 391–404. https://doi.org/10.1016/j.jbusres.2021.02.028
Roy, S., Fatema, M., Islam, M., & Huda, M. (2020). Reviewing YouTube as a compelling tool for the promotion of tourism. International Journal of Management and Accounting, 2(5), 96–104. https://doi.org/10.34104/ijma.020.0960104
Shen, K., Geng, C., & Su, X. (2019). Antecedents of residents’ pro-tourism behavioral intention: place image, place attachment, and attitude. Frontiers in Psychology, 10. https://doi.org/10.3389/fpsyg.2019.02349
Shen, W., Huang, J., & Li, D. (2016). The research of motivation for word-of-mouth: Based on the self-determination theory. Journal of Business and Retail Management Research, 10(2).
Terrance, A. R., Shrivastava, S., & Kumari, A. (2018). Importance of search engine marketing in the digital world. Computer Science and Information Systems (FedCSIS), 2019 Federated Conference On. https://doi.org/10.15439/2017km24
Turismo de Portugal. (2022). Visão Geral. Turismo De Portugal. https://www.turismodeportugal.pt/pt/Turismo_Portugal/visao_geral/Paginas/default.aspx
Westbrook, R. A. (1987). Product/Consumption-Based Affective Responses and Postpurchase Processes. Journal of Marketing Research, 24(3), 258–270. https://doi.org/10.2307/3151636
Williams, D., & Vaske, J. J. (2003). The Measurement of Place attachment: Validity and generalizability of a psychometric approach. Forest Science, 49(6), 830–840. https://doi.org/10.1093/forestscience/49.6.830
Xue, J., Zhou, Z., Majeed, S., Chen, R., & Zhou, N. (2022). Stimulating tourist inspiration by tourist experience: the moderating role of destination familiarity. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.895136

Details

Primary Language

English

Subjects

Management and Organization Education

Journal Section

Research Article

Authors

Sónia Almeida Ferreira ^*
0000-0003-0664-1039
Portugal

Sara Santos
Portugal

Luísa Augusto
Portugal

Pedro Espírito Santo
Portugal

Maria Vasconcelos
Portugal

Early Pub Date

April 22, 2024

Publication Date

May 3, 2024

Submission Date

February 9, 2024

Acceptance Date

February 21, 2024

Published in Issue

Year 2024 Volume: 10 Number: 27 & 28 -Joint Issue

DOI

https://doi.org/10.5281/zenodo.11002206

IZ

https://izlik.org/JA79YU57BK

Cite

RIS / Bibtex

EndNote

Ferreira SA, Santos S, Augusto L, Espírito Santo P, Vasconcelos M (May 1, 2024) PROMOTIONAL TOURISM VIDEOS: EXAMINING THE ROLE OF FAMILIARITY, ATTITUDE, AND WORD-OF-MOUTH TOWARDS THE REGION. IJAEDU- International E-Journal of Advances in Education 10 27 & 28 -Joint Issue 26–34.

Öz

PROMOTIONAL TOURISM VIDEOS: EXAMINING THE ROLE OF FAMILIARITY, ATTITUDE, AND WORD-OF-MOUTH TOWARDS THE REGION

Abstract

Keywords

Supporting Institution

Project Number

Thanks

References

Details

Primary Language

Subjects

Journal Section

Authors

Early Pub Date

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite