How destination image projected on social media influences online sales of tourism services: exploring the moderating role of tourists’ experience

Hernández-Ortega, Blanca (Universidad de Zaragoza) ; Herrero, Ángel ; San Martín, Héctor ; Franco, José L. (Universidad de Zaragoza)

Resumen: While previous research has focused on the cognitive and affective dimensions of destination image and their effects on tourists’ attitudes and intentions (rather than actual behaviours), this study takes a three-dimensional approach to examine tourists’ objective responses. It examines how cognitive, affective, and sensory destination images projected by the destination marketing organisation (DMO) through social media influence its online sales of tourism services. Analysing 1676 social media posts from a DMO, findings reveal that cognitive and sensory images positively affect online sales. Additionally, tourists’ previous experience with the destination moderates the effects of the three dimensions of projected destination image.

Idioma: Inglés

DOI: 10.1080/13683500.2024.2422988

Año: 2024

Publicado en: CURRENT ISSUES IN TOURISM (2024), [8 pp.]
ISSN: 1368-3500

Financiación: info:eu-repo/grantAgreement/ES/DGA-FSE/S54-GENERES Group
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2020-118425RB-I00
Financiación: info:eu-repo/grantAgreement/ES/MICINN/PID2022-1140160NB-I00

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)