An initial investigation of integrating innovation diffusion models for drawing first-time visitors

Her Sen Doong, Chun Hung Roberts Law, Hui Chih Wang

Research output: Journal article publicationJournal articleAcademic researchpeer-review

3 Citations (Scopus)

Abstract

Prior studies in the existing tourism literature have frequently emphasized the relatively expensive costs for drawing first-time visitors. These studies, however, have largely failed to explain how to draw first-time visitors to a destination. In other words, little was known regarding what destinations should do to attract first-time visitors in an effective way. To provide more insights, this research investigated the impact of three diffusion models on attracting first-time visitors. These models included an external influence model for impact of mass media, an internal influence model for impact of interpersonal communications, and a mixed model for impacts of both mass media and interpersonal communications. Assessing the model impact in a macroapproach for first-time visitors to Hong Kong, empirical findings indicated that the mixed influence model provided the highest explanatory quality, with word-of-mouth being a dominant factor.
Original languageEnglish
Pages (from-to)19-29
Number of pages11
JournalJournal of Travel and Tourism Marketing
Volume26
Issue number1
DOIs
Publication statusPublished - 18 Mar 2009

Keywords

  • First-time visitors
  • Hong Kong
  • Innovation diffusion model
  • Marketing

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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