Listen to your destination: The use of podcasts in destination marketing

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2025-05-20 DOI:10.1016/j.jdmm.2025.101022

Raphaela Stadler, Birgit Bosio, Marisa Loderer

{"title":"Listen to your destination: The use of podcasts in destination marketing","authors":"Raphaela Stadler, Birgit Bosio, Marisa Loderer","doi":"10.1016/j.jdmm.2025.101022","DOIUrl":null,"url":null,"abstract":"<div><div>In the realm of digital consumer behavior, there is a growing interest in audio content marketing, which has significant implications for the tourism industry. Destination marketing is pivotal in shaping a destination's image, making it essential to understand the role of tourism podcasts in marketing efforts. The purpose of this study is to examine the impact of podcasts operated by destination marketing organizations on the perceived destination image and travel intentions of podcast listeners. Quantitative data was collected through an online questionnaire (n = 413). Participants rated the destination on image and travel intention, listened to a podcast stimulus, and then rated the destination on image and travel intention a second time. The findings reveal that participants had a better perceived image of the destination after listening to the podcast than before, and this positively influenced their travel intentions. The paper discusses the practical implications of utilizing destination podcasts as an effective addition to a destination's marketing strategy, alongside a critical evaluation of the operational effort required.</div></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":"37 ","pages":"Article 101022"},"PeriodicalIF":8.9000,"publicationDate":"2025-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Destination Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2212571X25000344","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}

引用次数: 0

Abstract

In the realm of digital consumer behavior, there is a growing interest in audio content marketing, which has significant implications for the tourism industry. Destination marketing is pivotal in shaping a destination's image, making it essential to understand the role of tourism podcasts in marketing efforts. The purpose of this study is to examine the impact of podcasts operated by destination marketing organizations on the perceived destination image and travel intentions of podcast listeners. Quantitative data was collected through an online questionnaire (n = 413). Participants rated the destination on image and travel intention, listened to a podcast stimulus, and then rated the destination on image and travel intention a second time. The findings reveal that participants had a better perceived image of the destination after listening to the podcast than before, and this positively influenced their travel intentions. The paper discusses the practical implications of utilizing destination podcasts as an effective addition to a destination's marketing strategy, alongside a critical evaluation of the operational effort required.

查看原文本刊更多论文

倾听你的目的地：播客在目的地营销中的应用

在数字消费者行为领域，人们对音频内容营销的兴趣日益浓厚，这对旅游业具有重大影响。目的地营销对于塑造目的地形象至关重要，因此了解旅游播客在营销工作中的作用至关重要。本研究的目的是考察目的地营销组织运营的播客对听众感知目的地形象和旅行意图的影响。通过在线问卷（n = 413）收集定量数据。参与者给目的地的形象和旅行意图打分，听了一段播客刺激，然后再给目的地的形象和旅行意图打分。研究结果显示，参与者在听了播客后对目的地的感知形象比之前更好，这对他们的旅行意图产生了积极的影响。本文讨论了利用目的地播客作为目的地营销策略的有效补充的实际意义，以及对所需运营努力的关键评估。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.