How destination image projected on social media influences online sales of tourism services: exploring the moderating role of tourists’ experience
Year: 2024
Type: article
Abstract: While previous research has focused on the cognitive and affective dimensions of destination image and their effects on tourists’ attitudes and intentions (rather than actual behaviours), this study takes a three-dimensional approach to examine tourists’ objective responses. It examines how cognitive, affective, and sensory destination images projected by the destination marketing organisation (DMO) through social media influence its online sales of tourism services. Analysing 1676 social media posts from a DMO, findings reveal that cognitive and sensory images positively affect online sales. Additionally, tourists’ previous experience with the destination moderates the effects of the three dimensions of projected destination image.
Source: Current Issues in Tourism
Authors: Blanca Hernández-Ortega, Ángel Herrero, Héctor San Martín, José L. Franco
Institutions: Universidad de Zaragoza, Universidad de Cantabria
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
Funder: Agencia Estatal de Investigación
Award: G330925886
OpenAlex ID: W4404109236