Journal article
Impact of prior knowledge and psychological distance on tourist imagination of a promoted tourism event
Journal of Hospitality and Tourism Management, Vol.49, pp.101-111
2021
Abstract
Experiential marketing has emerged as an effective strategy to promote hedonic tourism and hospitality experiences through stimulating tourist imagination and positive emotions. This study aims to broaden the existing literature by exploring potential imagination facilitator and/or inhibitor in the context of a local tourism event, “The White Party” on the Gold Coast, with a sample of 655 participants. Structural equation model (SEM) using SmartPLS software and cluster analysis using SPSS were conducted to test research hypothesis and identify three audience groups (event dreamers, indecisive audience, and uninterested audience). Research outcomes demonstrate that video is more effective than poster in evoking tourist imagination and positive emotions, leading to stronger intentions to attend the promoted event. More importantly, prior knowledge is found as an imagination facilitator while psychological distance plays the role of an imagination inhibitor. This study provide valuable insights into how the effectiveness of experiential marketing varies depending on the audience characteristics. Therefore, event managers can optimize the effectiveness of experiential marketing by (1) targeting more receptive audience groups (i.e., event dreamers and indecisive audience); (2) adding more “psychologically close” details of the promoted event (e.g., similar age or cultural groups) and (3) enhancing message repetition.
Details
- Title
- Impact of prior knowledge and psychological distance on tourist imagination of a promoted tourism event
- Authors
- Dung Le (Author) - VinUniversityNoel Scott (Author) - University of the Sunshine Coast, Queensland, Sustainability Research CentreYing Wang (Author) - Griffith University
- Publication details
- Journal of Hospitality and Tourism Management, Vol.49, pp.101-111
- Publisher
- Elsevier Ltd
- DOI
- 10.1016/j.jhtm.2021.09.001
- ISSN
- 1447-6770
- Organisation Unit
- University of the Sunshine Coast, Queensland; Sustainability Research Centre
- Language
- English
- Record Identifier
- 99570208602621
- Output Type
- Journal article
Metrics
23 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- International collaboration
- Web Of Science research areas
- Hospitality, Leisure, Sport & Tourism
- Management
UN Sustainable Development Goals (SDGs)
This output has contributed to the advancement of the following goals:
Source: InCites