The impact of tourism mini-movies on destination image: The influence of travel motivation and advertising disclosure

ABSTRACT

Despite the growing use of mini-movies by tourism marketers, the effectiveness of this approach on inducing positive destination image remains relatively unexplored. This study examines the effectiveness of mini-movies in facilitating positive destination image while considering the influence of travel motivation and advertising disclosure via a 2 (travel motivation prime: presence versus absence) × 2 (advertising: disclosure versus non-disclosure) between-subjects experimental design. The methodology details the process of eliciting an individual's memorable tourism experience to prime future travel motivations. The study discusses implications for destinations that are looking to leverage the impact of mini-movies in their branding strategies.

Abbreviations: DMO: destination marketing organization; SD: standard deviation; ANOVA: analysis of variance

KEYWORDS:

• Travel motivation
• advertising
• mini-movies
• destination image

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Tianyi Gong

Tianyi Gong is an alumni of The School of Hotel and Tourism Management at The Hong Kong Polytechnic University. Address: Researcher, The School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong. Email: [email protected].

Vincent Wing Sun Tung

Vincent Tung is an assistant professor of The School of Hotel and Tourism Management at The Hong Kong Polytechnic University. Address: Assistant Professor, The School of Hotel and Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST East, Kowloon, Hong Kong. Email: [email protected].