Work

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

Year: 2024

Type: article

Abstract: 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.

Source: Journal Of Vacation Marketing

DOI: 10.1177/13567667241268369

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

Institutions: Bandung Institute of Technology, University of Crete, Middlesex University London

Language: English

Topic: Diverse Aspects of Tourism Research

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $3,700

Funders: Lembaga Pengelola Dana Pendidikan, Institut Teknologi Bandung