Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination

Jiménez‐Barreto, Jano; Rubio, Natalia; Campo, Sara; Molinillo, Sebastián

doi:10.1016/j.tourman.2020.104101

Cited by 94 publications

(97 citation statements)

References 74 publications

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“…This study concurs that projective techniques can be used to reveal rich insight ascribed to different typologies of brands (De Carlo et al, 2009; Donoghue, 2000; Hofstede et al, 2007; Jiménez-Barreto et al, 2020; Moutinho et al, 2007; Pich et al, 2015, 2018; Prayag, 2007; Tantiseneepong et al, 2012). Furthermore, this study focuses on corporate brands which remains an under-explored typology, particularly in the context of HEIs.…”

Section: Discussionsupporting

confidence: 86%

“…A number of scholars highlight the usefulness of projective techniques in capturing data for branding research (Donoghue, 2000), such as brand image (De Carlo et al, 2009; Hofstede et al, 2007; Moutinho et al, 2007; Tantiseneepong et al, 2012), brand reputation (Pich et al, 2018), brand personality (Prayag, 2007), and brand experiences (Jiménez-Barreto et al, 2020). However, existing studies tend to focus on using projective techniques to investigate brands from an external customer/consumer perspective.…”

Section: Qualitative Projective Techniquesmentioning

confidence: 99%

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Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

Pich

2020

International Journal of Market Research

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This article focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands. In particular, we will explore identities and how these might align with brand images in different departments and faculties. There are explicit calls for further research on projective techniques in new contexts in particular, and where and when they are most useful during data collection. Responding to this gap in the literature, this study adopts a two-staged approach to the research design utilizing qualitative projective techniques as a supplement to more traditional methods of data collection. This article provides an updated matrix on how qualitative projective techniques can be better utilized during the planning, research, and analysis stages of research in different contexts. This can be employed to assist inexperienced and experienced individuals with projective techniques during the planning, research, and analysis stages of research into corporate brands.

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Section: Discussionsupporting

confidence: 86%

Section: Qualitative Projective Techniquesmentioning

confidence: 99%

Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

Pich

2020

International Journal of Market Research

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“…For example, ODWs that triggered many affective reactions, such as the Rovaniemi site, resulted in willingness to visit the destination even if participants were completely unaware of the destination beforehand. As such, this study supports previous research on responses to ODWs (Jeong et al 2012;Jiménez-Barreto et al 2020b;Molinillo et al 2018).…”

Section: Factors Of Influence and Responsessupporting

confidence: 91%

“…For example, three participants said that the selected pictures looked unreal. Although previous research indicates that users' trust in ODWs is greater than in other sources (Choi et al 2016;Jiménez-Barreto et al 2020b), the majority of participants expressed sceptical attitudes towards ODWs or at least towards some of the visual content embedded in the websites. This observation fits with millennials' general scepticism towards internet advertising (Tanyel et al 2013).…”

Section: Sensory Odesmentioning

confidence: 66%

“…Previous research has shown that ODWs can influence consumer behaviour in the decisionmaking and image-building process as 'overt induced' (that is, controlled by destinations) sources of information (Gartner 1994;Jeong et al 2012;Molinillo et al 2018). As ODW content is created by public organisations, trust in the provided information is higher than for other online sources (Choi et al 2016;Jiménez-Barreto et al 2020b). In Germany, for example, roughly one in four holidaymakers (consciously) uses ODWs for inspiration or information prior to a holiday (FUR 2020).…”

Section: Technology-mediated Tourist Experiences: Pre-travel Odes On mentioning

confidence: 99%

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‘Dream now, travel later’: pre-travel online destination experiences on destination websites

Köchling

2020

JQRT

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Destination marketing organisations (DMOs) seek to provide positive pre-travel online destination experiences (ODEs) to attract tourists. Thereby, DMOs understand official destination websites (ODWs) as central sources of information influencing tourists’ travel decisions. Although experiential marketing theory postulates that customers are reached through sensory, affective, intellectual, behavioural or social experiences, this theory has rarely been applied to analysing tourist experiences on ODWs. Past research and theories remain similar to models from product brands, yet fail to acknowledge the peculiarities of destination experiences. This research explores how users of ODWs experience unfamiliar tourist destinations in the pre-travel phase. To gain a deeper understanding of the nature of ODEs on ODWs, a qualitative multi-method study was conducted involving eye-tracking, retrospective think-aloud protocols, semi-structured interviews and video observations with 15 German millennials selected via purposeful sampling. Data was analysed in a qualitative directed content analysis following an abductive approach. Findings expand on previous theory by adding a spatio-temporal experience dimension. In the pre-travel phase, potential tourists explore the spatio-temporal accessibility of expected experiences and the experience density in the destination. Furthermore, this research provides new insights into the different dimensions of ODEs and proposes an advanced conceptual framework.

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Destination Image of DMO and UGC on Instagram: A Machine-Learning Approach

Egger

Gumus

Kaiumova

et al. 2022

Information and Communication Technologies in Tourism 2022

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Social media plays a key role in shaping the image of a destination. Although recent research has investigated factors influencing online users’ perception towards destination image, limited studies encompass and compare social media content shared by tourists and destination management organisations (DMOs) at the same time. This paper aims to determine whether the projected image of DMOs corresponds with the destination image perceived by tourists. By taking the Austrian Alpine resort Saalbach-Hinterglemm as a case, a netnographic approach was applied to analyse the visual and textual posts of DMO and user-generated content (UGC) on Instagram using machine learning. The findings reveal themes that are not covered in the posts published by marketers but do appear in UGC. This study adds to the existing literature by providing a deeper insight into destination image formation and uses a qualitative approach to assess destination brand image. It further highlights practical implications for the industry regarding DMOs’ social media marketing strategy.

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Linking the online destination brand experience and brand credibility with tourists’ behavioral intentions toward a destination

Cited by 94 publications

References 74 publications

Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

Enhancing data collection methods with qualitative projective techniques in the exploration of a university’s brand identity and brand image

‘Dream now, travel later’: pre-travel online destination experiences on destination websites

Destination Image of DMO and UGC on Instagram: A Machine-Learning Approach

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