Does user-generated video content motivate individuals to visit a destination? A non-visitor typology

Article


Zaim, I., Stylidis, D., Andriotis, K. and Thickett, A. 2024. Does user-generated video content motivate individuals to visit a destination? A non-visitor typology. Journal of Vacation Marketing. https://doi.org/10.1177/13567667241268369
TypeArticle
TitleDoes user-generated video content motivate individuals to visit a destination? A non-visitor typology
AuthorsZaim, I., Stylidis, D., Andriotis, K. and Thickett, A.
Abstract

Νon-visitors comprise a lucrative but underexplored segment in the tourism literature. This study fills a research gap on non-visitors by proposing a new typology contributing to a better understanding of their travel motivations and intentions to visit or not a destination, after being exposed to user-generated video content online. Semi-structured in-depth interviews facilitated via two tourist videos of Raja Ampat, Indonesia, available on YouTube, were conducted with 31 Indonesians and 30 British non-visitors. Findings indicate the presence of five types of non-visitors based on travel motivations: neophiles, nationalists, narcissists, volunteers, and reluctant non-goers. The study contributes to a better understanding of non-visitors’ motivations across different cultures and sheds some light on how user-generated video content shapes visit intentions among those who have never visited a destination. In practical terms, the study offers prudent knowledge on enhancing the possibility that non-visitors will turn into goers.

KeywordsSocial representations; video elicitation; cross-cultural study; destination image; British; Indonesian
Sustainable Development Goals10 Reduced inequalities
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherSAGE Publications
JournalJournal of Vacation Marketing
ISSN1356-7667
Electronic1479-1870
Publication dates
Online11 Aug 2024
Publication process dates
AcceptedJul 2024
Deposited23 Sep 2024
Output statusPublished
Publisher's version
License
File Access Level
Open
Copyright Statement

© The Author(s) 2024.
Creative Commons License (CC BY 4.0)
This article is distributed under the terms of the Creative Commons Attribution 4.0 License (https://creativecommons.org/licenses/by/4.0/) which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).

Digital Object Identifier (DOI)https://doi.org/10.1177/13567667241268369
Web of Science identifierWOS:001289669500001
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