旅游日志如何促进目的地营销：与目的地管理组织宣传视频的比较以及目的地竞争力的调节作用

IF 5.4 3区材料科学 Q2 CHEMISTRY, PHYSICAL

ACS Applied Energy Materials Pub Date : 2024-09-04 DOI:10.1002/jtr.2755

Ying Zhou, WooMi Jo, Joan Flaherty, Tongzhe Li

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引用次数: 0

摘要

本研究由两部分组成，探讨旅游视频如何影响游客行为，进而影响其在目的地营销中的价值。研究通过在线实验收集了 196 个北美 Y 世代的便利样本。第一部分以注意力-兴趣-欲望-行动（AIDA）原则为理论基础，探讨了旅游博客如何影响 Y 世代的旅游行为，并将其与目的地营销组织（DMO）的宣传视频进行了对比。研究发现，旅游视频通过吸引游客的注意力、提供真实的目的地信息以及激发游客的兴趣来影响游客的旅游行为。第二部分研究了目的地竞争力水平与支付意愿（WTP）之间的关系，以及旅游视频和目的地营销组织宣传视频对这一关系的影响。结果表明，旅游日志和目的地管理组织宣传视频的目的地竞争力水平对支付意愿的影响不同。这项研究丰富了旅游目的地营销文献，并建议目的地管理组织根据目的地竞争力调整其战略。

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How Travel Vlogs Contribute to Destination Marketing: A Comparison with DMO Promotional Videos and the Moderating Role of Destination Competitiveness

This two-part study examines how travel vlogs influence tourist behaviors and, consequently, their value in destination marketing. A convenience sample of 196 North Americans who belonged to Generation Y was collected via an online experiment. The first part adopted the Attention-Interest-Desire-Action (AIDA) principle as the theoretical underpinning of how travel vlogs influence Gen Y travel behaviors, contrasting them with Destination Marketing Organization (DMO) promotional videos. It was found that travel vlogs impact tourist behavior by attracting tourists' attention, delivering realistic destination information, and inspiring them. The second part examined the relationship between destination competitiveness levels and willingness to pay (WTP), and the impact of travel vlogs and DMO promotional videos on this relationship. It was shown that destination competitiveness levels exert different impacts on WTP between travel vlogs and DMO promotional videos. This study enriches the tourism destination marketing literature and suggests that DMOs tailor their strategies based on destination competitiveness.

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来源期刊

ACS Applied Energy Materials Materials Science-Materials Chemistry

CiteScore

10.30

自引率

6.20%

发文量

1368

期刊介绍： ACS Applied Energy Materials is an interdisciplinary journal publishing original research covering all aspects of materials, engineering, chemistry, physics and biology relevant to energy conversion and storage. The journal is devoted to reports of new and original experimental and theoretical research of an applied nature that integrate knowledge in the areas of materials, engineering, physics, bioscience, and chemistry into important energy applications.