The effects of temporal distance and post type on tourists’ responses to destination marketing organizations’ social media marketing
公開日 2023年10月13日
国際観光学研究センター（CTR）研究員である佐野 楓准教授、八島 雄士教授、竹林 明教授（いずれも本学観光学部）および客員フェローの佐野 宏樹准教授（立命館大学）による共著論文が、観光研究の国際学術誌「Tourism Management」に掲載されました。
論文タイトル
The effects of temporal distance and post type on tourists’ responses to destination marketing organizations’ social media marketing
著者
Kaede Sano, Faculty of Tourism, Wakayama University; Center for Tourism Research Wakayama University
Hiroki Sano, Faculty of Business Administration, Ritsumeikan University; Center for Tourism Research, Wakayama University
Yuji Yashima, Faculty of Tourism, Wakayama University; Center for Tourism Research, Wakayama University
Hajime Takebayashi, Faculty of Tourism, Wakayama University; Center for Tourism Research, Wakayama University
書誌事項
Tourism Management
Volume 101, April 2024 (Online first)
https://doi.org/10.1016/j.tourman.2023.104844
*Scopus収録ジャーナル
https://www.scopus.com/sourceid/16547
要旨
With the rapid growth of social media practice in the tourism industry, destination-marketing-organization-generated content (DGC) has become an important communication tool in promoting destinations. However, little remains known about the extent to which DGC affects tourist behavior. Based on a temporal construal-level research framework, which considers how the level at which a stimulus is construed influences consumers' information processing and decision-making, this study investigates the interplay effects of temporal distance and post type on tourists' attitude strength changes (Study 1) and decision-making processes (Study 2) from a dynamic approach. The findings reveal that the effect of DGC on tourists' attitude changes is contextual, and DGC is less influential on tourists' decision-making processes when they have a near travel plan than a distant one. This study significantly changes the current understanding of the scope of DMOs’ influence through social media, concluding that DMOs should not invest in DGC except for in specific contexts.
キーワード
Destination marketing organization (DMO), DMO-Generated content (DGC), Temporal construal theory, Destination influence boundaries, Decision-making process
