IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v11y2021i1p2158244020988380.html
   My bibliography  Save this article

The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists

Author

Listed:
  • Un-Kon Lee

Abstract

With the rapid growth of the international tourism industry, governments and tourism promotion agencies in various countries challenge to make more attractive international tourism advertisement (ITA) for foreign tourists to visit their countries. However, there may be difference in the degree to which each travel advertisement reflects the nation brand image. In some ITA cases, foreign tourists could not vividly highlight the unique images of the destination countries. Few studies have empirically validated the impact of confirmation of nation brand image in ITA on the tourist’s responses. This study challenged to empirically examine how the fit between the ITA contents and nation brand image affects the travel intentions of foreign tourists. I developed my research model based on the literature of country image, brand advertisement fit model, and expectation confirmation theory. I conducted the quasi-experiment by using 4 examples of ITA which reflect 4 unique images of Korea (i.e. K-Food, Korean wave, shopping, hot place) compared with other countries. Totally 276 valid data were collected and analyzed using the partial least squares (PLS) algorithm. The results indicate that confirmation of nation brand image in ITA significantly increase perceived usefulness, perceived enjoyment. These changes could increase tourist’s satisfaction, ITA adoption intention, destination visit intention, and E-word of mouth intention. The findings of this study could contribute to identify the impacts on the nation brand image in ITA and could provide practical lessons on how to make more persuasive ITA.

Suggested Citation

  • Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    • Handle: RePEc:sae:sagope:v:11:y:2021:i:1:p:2158244020988380
    DOI: 10.1177/2158244020988380
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/2158244020988380
    Download Restriction: no
    File URL: https://libkey.io/10.1177/2158244020988380?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    2. Roberta Minazzi, 2015. "Social Media Marketing in Tourism and Hospitality," Springer Books, Springer, edition 127, number 978-3-319-05182-6, June.
    3. Stephanie Watts Sussman & Wendy Schneier Siegal, 2003. "Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption," Information Systems Research, INFORMS, vol. 14(1), pages 47-65, March.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Roberta Minazzi, 2015. "Mobile Social Media Marketing in Tourism," Springer Books, in: Social Media Marketing in Tourism and Hospitality, edition 127, chapter 0, pages 127-135, Springer.
    6. Hong, Sung-Tai & Wyer, Robert S, Jr, 1990. "Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product's Country of Origin and Information about Its Specific Attributes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 277-288, December.
    7. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    8. Oliver, Richard L, 1993. "Cognitive, Affective, and Attribute BAses of the Satisfaction Response," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 418-430, December.
    9. D. Veena Parboteeah & Joseph S. Valacich & John D. Wells, 2009. "The Influence of Website Characteristics on a Consumer's Urge to Buy Impulsively," Information Systems Research, INFORMS, vol. 20(1), pages 60-78, March.
    10. Jaeki Song & Fatemeh Mariam Zahedi, 2005. "A Theoretical Approach to Web Design in E-Commerce: A Belief Reinforcement Model," Management Science, INFORMS, vol. 51(8), pages 1219-1235, August.
    11. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. NaHyun Lee & Bong-Seok Kim, 2023. "Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism," SAGE Open, , vol. 13(3), pages 21582440231, July.
    2. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Un-Kon Lee, 2022. "Tourism Using Virtual Reality: Media Richness and Information System Successes," Sustainability, MDPI, vol. 14(7), pages 1-17, March.
    2. Un-Kon Lee, 2017. "International Tourism Advertisements on Social Media: Impact of Argument Quality and Source," Sustainability, MDPI, vol. 9(9), pages 1-18, August.
    3. Amy Wenxuan Ding & Shibo Li & Patrali Chatterjee, 2015. "Learning User Real-Time Intent for Optimal Dynamic Web Page Transformation," Information Systems Research, INFORMS, vol. 26(2), pages 339-359, June.
    4. Wu, Ing-Long & Chen, Kuei-Wan & Chiu, Mai-Lun, 2016. "Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users," International Journal of Information Management, Elsevier, vol. 36(3), pages 284-296.
    5. Guoyin Jiang & Feicheng Ma & Youtian Wang, 2012. "A review on the evolution of user acceptance behaviour in collaborative e-commerce," International Journal of Electronic Finance, Inderscience Enterprises Ltd, vol. 6(1), pages 62-78.
    6. Barnes, Stuart J. & Vidgen, Richard T., 2014. "Technology socialness and Web site satisfaction," Technological Forecasting and Social Change, Elsevier, vol. 89(C), pages 12-25.
    7. Xueming Luo & Xianghua Lu & Jing Li, 2019. "When and How to Leverage E-commerce Cart Targeting: The Relative and Moderated Effects of Scarcity and Price Incentives with a Two-Stage Field Experiment and Causal Forest Optimization," Information Systems Research, INFORMS, vol. 30(4), pages 1203-1227, December.
    8. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    9. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    10. Pham Minh & Dang Thao Yen & Ngo Thi Huong Quynh & Hoang Thi Hong Yen & Tran Thi Thanh Nga & Nguyen Van Quoc, 2021. "Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 11(2), pages 81-96.
    11. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    12. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.
    13. Elvira Ismagilova & Emma L. Slade & Nripendra P. Rana & Yogesh K. Dwivedi, 2020. "The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis," Information Systems Frontiers, Springer, vol. 22(5), pages 1203-1226, October.
    14. Wei Wu & Qianwen Yang & Xiang Gong, 2024. "Impulsive Social Shopping in Social Commerce Platforms: The Role of Perceived Proximity," Information Systems Frontiers, Springer, vol. 26(4), pages 1527-1541, August.
    15. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    16. Dongxiao Gu & Xuejie Yang & Xingguo Li & Hemant K. Jain & Changyong Liang, 2018. "Understanding the Role of Mobile Internet-Based Health Services on Patient Satisfaction and Word-of-Mouth," IJERPH, MDPI, vol. 15(9), pages 1-23, September.
    17. Domina, Tanya & Lee, Seung-Eun & MacGillivray, Maureen, 2012. "Understanding factors affecting consumer intention to shop in a virtual world," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 613-620.
    18. Liobikienė, Genovaitė & Miceikienė, Astrida, 2022. "The role of financial, social and informational mechanisms on willingness to use bioenergy," Renewable Energy, Elsevier, vol. 194(C), pages 21-27.
    19. Han, Heesup & Hyun, Sunghyup Sean, 2015. "Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness," Tourism Management, Elsevier, vol. 46(C), pages 20-29.
    20. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:11:y:2021:i:1:p:2158244020988380. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.