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Destination appeal through digitalized comments

Author

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  • Bigne, Enrique
  • Ruiz, Carla
  • Curras-Perez, Rafael

Abstract

Brand choice remains under review in the context of service provision. Drawing on schema theory and persuasion theory, this study tests how, in online reviews, valence (positive vs. negative), content style (general vs. specific), and destination familiarity interact and influence digital destination image (DDI) and intention to visit a tourist destination (TD). We run a 2 × 2 × 2 experimental design using a sample of 1055 TripAdvisor users. Our findings suggest that: (i) Positive (vs. negative) online reviews, specific (vs. general) online reviews, and familiarity with a destination enhance DDI and intention to visit a TD; (ii) the impact of the valence of the review on DDI and intention to visit decreases when the destination is familiar vs. unfamiliar; (iii) the impact of the valence of the review on DDI and intention to visit decreases when the review is specific vs. general.

Suggested Citation

  • Bigne, Enrique & Ruiz, Carla & Curras-Perez, Rafael, 2019. "Destination appeal through digitalized comments," Journal of Business Research, Elsevier, vol. 101(C), pages 447-453.
    • Handle: RePEc:eee:jbrese:v:101:y:2019:i:c:p:447-453
    DOI: 10.1016/j.jbusres.2019.01.020
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    Citations

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    Cited by:

    1. Sánchez, Ernesto Batista & Leyva, Beatriz Serrano & Cruz, Leudis Orlando Vega de la, 2021. "Imagen cognitiva de destinos turísticos. Una aproximación desde el destino turístico Holguín, Cuba," Revista Tendencias, Universidad de Narino, vol. 22(2), pages 288-308, July.
    2. Filieri, Raffaele & Lin, Zhibin & Pino, Giovanni & Alguezaui, Salma & Inversini, Alessandro, 2021. "The role of visual cues in eWOM on consumers’ behavioral intention and decisions," Journal of Business Research, Elsevier, vol. 135(C), pages 663-675.
    3. Luciana Chavez & Carla Ruiz & Rafael Curras & Blanca Hernandez, 2020. "The Role of Travel Motivations and Social Media Use in Consumer Interactive Behaviour: A Uses and Gratifications Perspective," Sustainability, MDPI, vol. 12(21), pages 1-23, October.
    4. Bigne, Enrique & Simonetti, Aline & Ruiz, Carla & Kakaria, Shobhit, 2021. "How online advertising competes with user-generated content in TripAdvisor. A neuroscientific approach," Journal of Business Research, Elsevier, vol. 123(C), pages 279-288.
    5. Bigne, Enrique & Chatzipanagiotou, Kalliopi & Ruiz, Carla, 2020. "Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited," Journal of Business Research, Elsevier, vol. 115(C), pages 403-416.
    6. Mardumyan, Anna & Siret, Iris, 2023. "When review verification does more harm than good: How certified reviews determine customer–brand relationship quality," Journal of Business Research, Elsevier, vol. 160(C).

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