The constituent factors of the image of internet celebrity city destinations and their mechanisms of action-based on involvement theory and the model of tourism destination impression formation
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2024
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2567
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eng
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268 leaves
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Mao, Xin (2024). The constituent factors of the image of internet celebrity city destinations and their mechanisms of action-based on involvement theory and the model of tourism destination impression formation. Retrieved from: https://repository.nida.ac.th/handle/123456789/7034.
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The constituent factors of the image of internet celebrity city destinations and their mechanisms of action-based on involvement theory and the model of tourism destination impression formation
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Abstract
In recent years, with the rapid development of the tourism industry, different tourist destinations have shown significant differences in attracting visitors. Some destinations have quickly risen to prominence as “internet celebrity” cities due to their unique culture, cuisine, activities, or natural landscapes, attracting a large number of tourists. This study aims to explore the role of social imagery and consumer involvement in the formation of impressions of tourist destinations, based on involvement theory and the model of destination impression formation, revealing how these factors influence the attractiveness and competitiveness of destinations.This study employed a survey method, selecting five emerging destinations that have gained popularity due to their distinctive appeal, and collected 540 valid samples. Through empirical analysis, the study examined the impact of social imagery on consumer cognitive, affective, and behavioral involvement, as well as the mediating role of these types of involvement in forming a tourism destination image.The results confirmed the significant impact of social imagery on consumer
cognitive, affective, and behavioral involvement, further supporting the importance of social imagery in destination image formation. The study found that consumer involvement plays a key mediating role between social imagery and destination image. Specifically, high cognitive involvement encourages consumers to process destination-related information more deeply, which helps in forming a positive destination image. The study also found that high affective involvement significantly strengthens the emotional connection between consumers and the destination, enhancing its attractiveness and fostering loyalty. Finally, behavioral involvement further solidifies and strengthens the positive image of the destination through actual travel behavior. These findings suggest that social imagery not only directly influences the destination image but also indirectly enhances the market attractiveness and competitiveness of the
destination by increasing consumer involvement.The contribution of this study lies in providing theoretical support for marketing strategies of emerging destinations, emphasizing the importance of social imagery and consumer involvement in shaping destination image. The study recommends that tourism managers make full use of social imagery and emotional marketing strategies to enhance consumer involvement, thereby increasing the competitiveness and attractiveness of the destination.
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Thesis (Ph. D. (Management))--National Institute of Development Administration, 2024