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Negative symbolic aspects in destination branding: exploring the role of the 'undesired self' on web-based vacation information search intentions among potential first-time visitors

[Zeitschriftenartikel]

Bosnjak, Michael

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Abstract Tourist destination choices depend, among other factors, on the match between the destination’s personality image and consumers’ self-concept, in line with self-image congruence theory. Motives also mediate this relationship, yet tourism research largely neglects the influence of avoidance motives. This study applies the product-based construct of undesired congruity, or consumers’ tendency to avoid undesired stereotypical images, to the context of web-based vacation destination information search intentions among potential first-time visitors. Undesired congruity relates negatively to willingness to search for destination-related information online and serves as an additional predictor, beyond established relevant factors for pre-visit choice contexts. Moreover, it overrides the influence of established, telic, approach motive constructs, which implies its principal role in early destination-related decision making. The findings have practical implications for market research in tourism, as well as for destination branding. (author's abstract)
Thesaurusschlagwörter tourism; vacation destination; vacation; decision; self-image; identity; tourist; information-seeking behavior; consumption behavior; motivation; travel; behavior; expectation; Internet
Klassifikation Freizeitforschung, Freizeitsoziologie; interaktive, elektronische Medien; Marketing
Sprache Dokument Englisch
Publikationsjahr 2010
Seitenangabe S. 323-330
Zeitschriftentitel Journal of Vacation Marketing, 16 (2010) 4
DOI http://dx.doi.org/10.1177/1356766710380885
ISSN 1356-7667
Status Veröffentlichungsversion; begutachtet (peer reviewed)
Lizenz Deposit Licence - Keine Weiterverbreitung, keine Bearbeitung
Dieser Beitrag ist mit Zustimmung des Rechteinhabers aufgrund einer (DFG geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
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