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The indirect experiences of young adult tourists with hypothetical cultural festivals/events via Twitter and an official homepage amid COVID-19: Focusing on destination image

Authors
Vera, NathalieChang, Seohee
Issue Date
Mar-2022
Publisher
ELSEVIER
Keywords
Cultural festival; event; Destination image; e-marketing; Young adult; Context priming
Citation
JOURNAL OF DESTINATION MARKETING & MANAGEMENT, v.23
Journal Title
JOURNAL OF DESTINATION MARKETING & MANAGEMENT
Volume
23
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/145860
DOI
10.1016/j.jdmm.2022.100694
ISSN
2212-571X
2212-5752
Abstract
This study aims to provide an in-depth understanding of how hypothetical cultural festivals/events affect destination image before and after indirect experiences of them, particularly with detailed affective destination images in pandemic situations. The study examines the perceptions young adult tourists obtain from Twitter and an official homepage, the two backgrounds used for context priming. The sample comprised 248 potential tourists aged 20-39 years, 124 of whom were in the Twitter experiment group and 124 were in the official homepage group. The findings reveal significant differences in destination image before and after exposure to the hypothetical cultural festivals/events and different degrees of improved destination image between the Twitter and official homepage subjects. The importance of cultural festivals/events for destination image and the younger generation's heuristic reactions as context priming effects are discussed.
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문과대학 (문화관광외식학부)
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