Next Article in Journal
Cascade Use and the Management of Product Lifecycles
Next Article in Special Issue
Investigating Online Destination Images Using a Topic-Based Sentiment Analysis Approach
Previous Article in Journal
Impact of Climate Change on the Preferred Season for Outdoor Water Activities
Previous Article in Special Issue
Measuring Destination Image through Travel Reviews in Search Engines
Article Menu
Issue 9 (September) cover image

Export Article

Open AccessArticle
Sustainability 2017, 9(9), 1537; doi:10.3390/su9091537

International Tourism Advertisements on Social Media: Impact of Argument Quality and Source

Department of Business Administration, The University of Suwon, 17, Wauan-gil, Bongdam-eup, Hwaseong-si, Gyeonggi-do 18323, Korea
Received: 14 July 2017 / Revised: 12 August 2017 / Accepted: 27 August 2017 / Published: 29 August 2017
(This article belongs to the Special Issue Mobile Technology and Smart Tourism Development)
View Full-Text   |   Download PDF [666 KB, uploaded 29 August 2017]   |  

Abstract

To guarantee sustainable international tourism market growth, challenges for international tourism advertisements (ITAs) include how and by whom they are made. Different to traditional ITAs, a new type of ITA has been created by the international tourists themselves; it contains not only pictures but also their own tour stories, and it is distributed via social media (e.g., Youtube.com). However, few studies have investigated the impacts of this type of ITA. I was challenged to empirically validate the impacts on potential tourist reactions of argument quality and the peer tourist source of ITAs. I developed my research model based on Toulmin’s model of argument, institution-based trust, the information adoption model, and consumer reaction literature. I conducted the quasi-experiment using three types of ITAs that vary by argument quality and advertisement source. A total of 387 data were collected and analyzed using ANOVA and the partial least squares (PLS) analysis. The results indicate that argument quality and peer tourist source significantly increase perceived ITA quality, ITA fit-to-task and trusting belief, and decrease perceived risk. Argument quality and peer tourist source could also significantly increase tourist reactions, such as ITA adoption, planned/unplanned visit, and word-of-mouth intention. These findings could make ITAs more persuasive on social media. View Full-Text
Keywords: international tourism advertising; Toulmin’s model of argument; knowledge adoption model; tourist-created international tourism advertisement; consumer behavior international tourism advertising; Toulmin’s model of argument; knowledge adoption model; tourist-created international tourism advertisement; consumer behavior
Figures

Figure 1

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

Scifeed alert for new publications

Never miss any articles matching your research from any publisher
  • Get alerts for new papers matching your research
  • Find out the new papers from selected authors
  • Updated daily for 49'000+ journals and 6000+ publishers
  • Define your Scifeed now

SciFeed Share & Cite This Article

MDPI and ACS Style

Lee, U.-K. International Tourism Advertisements on Social Media: Impact of Argument Quality and Source. Sustainability 2017, 9, 1537.

Show more citation formats Show less citations formats

Note that from the first issue of 2016, MDPI journals use article numbers instead of page numbers. See further details here.

Related Articles

Article Metrics

Article Access Statistics

1

Comments

[Return to top]
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
Back to Top