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Sustainable attitudes: Protecting tourism with inoculation messages

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  • Ivanov, Bobi
  • Dillingham, Lindsay L.
  • Parker, Kimberly A.
  • Rains, Stephen A.
  • Burchett, Molly
  • Geegan, Sarah

Abstract

This study explored the potential of inoculation messages to protect the pro-destination attitudes of potential tourists. As this study argues, much research has focused on the promotion of destination images, sustainable tourism, and more recently the impact of Tourism 2.0 (i.e., hyper connected, multidimensional consumer knowledge sharing across social media platforms) on the industry. Yet, little attention has been given to communication strategies designed to pre-emptively protect tourist attitudes from negative online peer reviews. Therefore, via a three-phase experiment the current investigation explored the impact of different (i.e., no message, supportive, and inoculation) communication message strategies on tourist pro-destination attitudes when faced with a negative peer review of the destination on social media. Results indicate that for participants exposed to negative peer reviews presented via social media inoculation messages protected pro-destination attitudes better than other message types.

Suggested Citation

  • Ivanov, Bobi & Dillingham, Lindsay L. & Parker, Kimberly A. & Rains, Stephen A. & Burchett, Molly & Geegan, Sarah, 2018. "Sustainable attitudes: Protecting tourism with inoculation messages," Annals of Tourism Research, Elsevier, vol. 73(C), pages 26-34.
    • Handle: RePEc:eee:anture:v:73:y:2018:i:c:p:26-34
    DOI: 10.1016/j.annals.2018.08.006
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    1. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
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    Cited by:

    1. Tina T He & Wilson XB Li, 2021. "Revisiting tourism’s additional impact on income," Tourism Economics, , vol. 27(1), pages 149-167, February.
    2. Habiba Elbardai & Kamal Lakhrif & Hélène Yildiz, 2021. "Rational and Emotional Advertising: A bibliometric Analysis (1990-2020)," Post-Print hal-03512371, HAL.
    3. Palazzo, Maria & Vollero, Agostino & Vitale, Pierluigi & Siano, Alfonso, 2021. "Urban and rural destinations on Instagram: Exploring the influencers’ role in #sustainabletourism," Land Use Policy, Elsevier, vol. 100(C).

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