The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure

Research output: Journal article publicationJournal articleAcademic researchpeer-review

27 Citations (Scopus)

Abstract

Despite the growing use of mini-movies by tourism marketers, the effectiveness of this approach on inducing positive destination image remains relatively unexplored. This study examines the effectiveness of mini-movies in facilitating positive destination image while considering the influence of travel motivation and advertising disclosure via a 2 (travel motivation prime: presence versus absence) × 2 (advertising: disclosure versus non-disclosure) between-subjects experimental design. The methodology details the process of eliciting an individual's memorable tourism experience to prime future travel motivations. The study discusses implications for destinations that are looking to leverage the impact of mini-movies in their branding strategies. Abbreviations: DMO: destination marketing organization; SD: standard deviation; ANOVA: analysis of variance
Original languageEnglish
Pages (from-to)416-428
Number of pages13
JournalJournal of Travel and Tourism Marketing
Volume34
Issue number3
DOIs
Publication statusPublished - 24 Mar 2017

Keywords

  • advertising
  • destination image
  • mini-movies
  • Travel motivation

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management
  • Marketing

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