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
| Type | Article |
|---|---|
| Title | Does user-generated video content motivate individuals to visit a destination? A non-visitor typology |
| Authors | Zaim, 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. |
| Keywords | Social representations; video elicitation; cross-cultural study; destination image; British; Indonesian |
| Sustainable Development Goals | 10 Reduced inequalities |
| Middlesex University Theme | Creativity, Culture & Enterprise |
| Publisher | SAGE Publications |
| Journal | Journal of Vacation Marketing |
| ISSN | 1356-7667 |
| Electronic | 1479-1870 |
| Publication dates | |
| Online | 11 Aug 2024 |
| Publication process dates | |
| Accepted | Jul 2024 |
| Deposited | 23 Sep 2024 |
| Output status | Published |
| Publisher's version | License File Access Level Open |
| Copyright Statement | © The Author(s) 2024. |
| Digital Object Identifier (DOI) | https://doi.org/10.1177/13567667241268369 |
| Web of Science identifier | WOS:001289669500001 |
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