The marketing of destination distinctiveness: the power of tourism short videos with enjoyability and authenticity
學年 112
學期 2
出版（發表）日期 2024-06-06
作品名稱 The marketing of destination distinctiveness: the power of tourism short videos with enjoyability and authenticity
作品名稱（其他語言）
著者 Yin, J., Qu, X., & Ni, Y.
單位
出版者
著錄名稱、卷期、頁數 Current Issues in Tourism
摘要 Tourism short videos are increasingly being utilized to promote tourism development and differentiate destinations through electronic word-of-mouth. This study explores the association between the perception of destination distinctiveness through tourism short videos (PDD) and electronic word-of-mouth on destination image (eWOM-DI), as online short videos gain more popularity. Drawing on the emotional appraisal theory, the study investigates how PDD affects eWOM-DI through concentration as a mediator and enjoyability and authenticity as moderators. The findings indicate that PDD has a direct and indirect effect on eWOM-DI through concentration. Additionally, the study reveals that higher levels of enjoyability or authenticity can strengthen the positive effects of PDD on concentration and eWOM-DI. These results provide valuable insights for effectively promoting destination distinctness through electronic word-of-mouth elicited by tourism short videos with enjoyability and authenticity.
關鍵字 Perception of destination distinctiveness;concentration;electronic word-of-mouth;enjoyability;authenticity;emotion appraisal theory
語言 en
ISSN 1747-7603; 1368-3500
期刊性質 國外
收錄於 SSCI
產學合作
通訊作者
審稿制度 是
國別 GBR
公開徵稿
出版型式 ,電子版,紙本
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/125464 )