Sustainable attitudes: Protecting tourism with inoculation messages

Bobi Ivanov, Lindsay L. Dillingham, Kimberly A. Parker, Stephen A. Rains, Molly Burchett, Sarah Geegan

Research output: Contribution to journalArticle

2 Scopus citations

Abstract

This study explored the potential of inoculation messages to protect the pro-destination attitudes of potential tourists. As this study argues, much research has focused on the promotion of destination images, sustainable tourism, and more recently the impact of Tourism 2.0 (i.e., hyper connected, multidimensional consumer knowledge sharing across social media platforms) on the industry. Yet, little attention has been given to communication strategies designed to pre-emptively protect tourist attitudes from negative online peer reviews. Therefore, via a three-phase experiment the current investigation explored the impact of different (i.e., no message, supportive, and inoculation) communication message strategies on tourist pro-destination attitudes when faced with a negative peer review of the destination on social media. Results indicate that for participants exposed to negative peer reviews presented via social media inoculation messages protected pro-destination attitudes better than other message types.

Original languageEnglish (US)
Pages (from-to)26-34
Number of pages9
JournalAnnals of Tourism Research
Volume73
DOIs
StatePublished - Nov 2018

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Keywords

  • Destination image
  • Inoculation
  • Persuasion
  • Social media
  • Sustainability
  • Tourism marketing

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management

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