ABSTRACT
Although many political leaders communicate with foreign leaders and publics through social media, limited knowledge exists concerning its impact on global travel. However, signaling theory suggests that a political leader’s social media communication signals their honest feelings regarding a country. In response, that country’s residents counter signal via travel behaviors toward the country whose leader made the remarks. When a political leader’s communication is positive toward a country, it is called social media diplomacy (SMD). Comparatively, negative communication is called damaging political rhetoric (ANTI-SMD). Furthermore, this study examined whether a trip’s purpose moderates SMD and ANTI-SMD effects on global travel. Resultantly, SARIMAX time-series modeling found SMD had positive effects on pleasure travel flow and no impact on business or student travelers, while ANTI-SMD caused pleasure travelers to avoid a destination.
政治家在社交媒体上的言论和旅行目的对全球旅游所产生的影响 摘要
尽管许多政治领导人通过社交媒体与外国领导人和公众沟通,但人们对社交媒体对全球旅行的影响知之甚少。然而,信号理论认为,政治领导人在社交媒体上的交流表明了他们对一个国家的真实感受。作为回应,该国居民通过旅行行为向发表上述言论的国家发出反信号。当一个政治领导人的沟通对一个国家是积极的,这被称为社会媒体外交(SMD)。相反,消极沟通被称为破坏性政治修辞(ANTI-SMD)。此外,本研究还考察了旅行目的是否会减 缓全球旅行中的SMD和ANTI-SMD效应。结果表明,SARIMAX时间序列模型发现SMD对休 闲旅游流有正向影响,对商务旅行者和学生旅行者没有影响,而ANTI-SMD会导致休闲旅 行者避开目的地。
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Carl A. Boger
Carl A. Boger Jr. is a Professor and the Clinton L. Rappole Distinguished Chair with research interests in diversity, equity, and inclusion and luxury marketing (E-mail: [email protected]).
Agnes L. DeFranco
Agnes DeFranco is a Professor and the Conrad N. Hilton Distinguished Chair with research interests in accounting, finance, and cost control, especially how they are affected by tourism and hospitality decisions (E-mail: [email protected]).
JeAnna L. Abbott
JeAnna L. Abbot is a Professor and Spec’s Charitable Foundation Professor in Social Responsibility. Her research interests include law and ethics, conflict management, negotiations, human resources, social responsibility, and data analytics (E-mail: [email protected]).
Mahsa Bitaab
Mahsa Bitaab is a graduate alumnus from the Conrad N. Hilton College of Global Hospitality Leadership at the University of Houston (E-mail: [email protected]).