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

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.