Dual-route communication of destination websites

Tang, Liang (Rebecca), Jang, Soocheong (Shawn) and Alastair Morrison

Tourism Management, 2012, vol. 33, issue 1, 38-49

Abstract: To understand the communication route of destination websites, this study employed the elaboration likelihood model (ELM) which is a dual-route, multi-process model of persuasive message processing. That is, this study proposed a theoretical model for the dual-route persuasive process based on ELM, investigated its antecedents and consequences, and identified the moderating effect of involvement. Structural Equation Modeling (SEM) is used to test the validity of the conceptual model. The results indicate that highly involved people are inclined to elaborate on information (central route), while people with low involvement are likely to make judgments based on simple cues (peripheral route). Website design characteristics are an important antecedent of both central and peripheral-route persuasions. Attitudes resulting from careful consideration via the central route are more predictive of conation and behavior (further information searching and travel intentions) than those formed via the peripheral route. The study provides a foundation for further tourism research investigating the Internet as a persuasive tool, and suggests strategies for website designers.

Keywords: Elaboration likelihood model (ELM); Destination website; Cognition; Attitude; Travel intention (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0261517711000367

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:touman:v:33:y:2012:i:1:p:38-49

DOI: 10.1016/j.tourman.2011.01.021

Access Statistics for this article

Tourism Management is currently edited by Chris Ryan

More articles in Tourism Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().