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

Year 2024, Volume: 10 Issue: 27 & 28 -Joint Issue, 26 - 34, 03.05.2024

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

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

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

word-of-mouth attitude towards the region place familiarity tourism destinations

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

Year 2024, Volume: 10 Issue: 27 & 28 -Joint Issue, 26 - 34, 03.05.2024

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

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

Abstract

Project Number

Ref. UIDB/05583/2020 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
There are 40 citations in total.

Details

Primary Language English
Subjects Management and Organization Education
Journal Section Articles
Authors

Sónia Almeida Ferreira 0000-0003-0664-1039

Sara Santos

Luísa Augusto

Pedro Espírito Santo

Maria Vasconcelos

Project Number Ref. UIDB/05583/2020 Ref. PIDI/CISeD/2022/006
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 2024Volume: 10 Issue: 27 & 28 -Joint Issue

Cite

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.
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