用户生成的视频内容是否会促使个人访问目的地？非游客类型学

IF 4.5 3区管理学 Q1 BUSINESS

Journal of Vacation Marketing Pub Date : 2024-08-12 DOI:10.1177/13567667241268369

Ilma Aulia Zaim, Dimitrios Stylidis, Konstantinos Andriotis, Anthony Thickett

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引用次数: 0

摘要

在旅游文献中，非游客是一个利润丰厚但未被充分开发的群体。本研究填补了关于非游客的研究空白，提出了一种新的类型学，有助于更好地了解非游客在接触用户生成的在线视频内容后的旅游动机以及是否打算访问目的地。通过 YouTube 上印尼拉贾安帕的两个旅游视频，对 31 名印尼人和 30 名英国非游客进行了半结构式深度访谈。研究结果表明，根据旅游动机，存在五种类型的非游客：恋新者、民族主义者、自恋者、志愿者和不情愿的非游客。这项研究有助于更好地理解不同文化背景下的非游客动机，并揭示了用户生成的视频内容如何影响从未到过目的地的游客的访问意图。实际上，这项研究为提高非游客变成游客的可能性提供了谨慎的知识。

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Does user-generated video content motivate individuals to visit a destination? A non-visitor typology

Νon-visitors comprise a lucrative but underexplored segment in the tourism literature. This study fills a research gap on non-visitors by proposing a new typology contributing to a better understanding of their travel motivations and intentions to visit or not a destination, after being exposed to user-generated video content online. Semi-structured in-depth interviews facilitated via two tourist videos of Raja Ampat, Indonesia, available on YouTube, were conducted with 31 Indonesians and 30 British non-visitors. Findings indicate the presence of five types of non-visitors based on travel motivations: neophiles, nationalists, narcissists, volunteers, and reluctant non-goers. The study contributes to a better understanding of non-visitors’ motivations across different cultures and sheds some light on how user-generated video content shapes visit intentions among those who have never visited a destination. In practical terms, the study offers prudent knowledge on enhancing the possibility that non-visitors will turn into goers.

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来源期刊

Journal of Vacation Marketing Multiple-

CiteScore

9.70

自引率

15.70%

发文量

期刊介绍： Journal of Vacation Marketing is a fully peer reviewed international journal that publishes original research and review articles on topics relating to the marketing of destinations and businesses/organisations involved in the wider tourism, hospitality and events industries. Its objective is to provide a forum for the publication of refereed academic papers and reviewed practitioner papers which are of direct relevance to industry, while meeting the highest standards of intellectual rigour.