Destination appeal through digitalized comments

Enrique Bigne, Carla Ruiz and Rafael Curras-Perez

Journal of Business Research, 2019, vol. 101, issue C, 447-453

Abstract: Brand choice remains under review in the context of service provision. Drawing on schema theory and persuasion theory, this study tests how, in online reviews, valence (positive vs. negative), content style (general vs. specific), and destination familiarity interact and influence digital destination image (DDI) and intention to visit a tourist destination (TD). We run a 2 × 2 × 2 experimental design using a sample of 1055 TripAdvisor users. Our findings suggest that: (i) Positive (vs. negative) online reviews, specific (vs. general) online reviews, and familiarity with a destination enhance DDI and intention to visit a TD; (ii) the impact of the valence of the review on DDI and intention to visit decreases when the destination is familiar vs. unfamiliar; (iii) the impact of the valence of the review on DDI and intention to visit decreases when the review is specific vs. general.

Keywords: Tourism destination, TD; Tourist generated content, TGC; Digital destination image, DDI (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (13)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296319300190
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:101:y:2019:i:c:p:447-453

DOI: 10.1016/j.jbusres.2019.01.020

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().