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- W4310346515 abstract "Purpose The ongoing COVID-19 pandemic highlights the importance of destination marketing and media profiling to re-engage international tourists. However, potential crisis-induced nation brand (NB) deficits must be addressed to re-ignite tourism demand. The study examines the possible intervening effect of the contemporary NB in the international destination marketing and media-travel motives nexus. Design/methodology/approach A deductive quantitative study was undertaken with an online Amazon Mechanical Turk sample of n = 454 respondents. Hypotheses were tested using PROCESS Macro, Model 4. Findings The results show that the NB [people and negative events] had a practically significant partial mediating effect in the destination marketing – nature-cultural oriented travel motivation nexus. Practical implications New insights are provided via a practical model which facilitates the measurement of potential nuances in the influence of destination marketing and media profiling on leisure tourists' travel motives amid crises. The intervening effect implies that a better understanding of the NB as an indirect antecedent to travel motivation may result in more effective crisis communications and tourism recovery-oriented marketing. Originality/value The study is amongst the first to extend marketing and behavioural theory to explore the interplay between the marketing and media profile, a nation's brand and tourists' travel behaviour amid a crisis. The study addresses a discernible dearth of knowledge related to the influence of the NB on tourist behaviour from an emerging market perspective." @default.
- W4310346515 created "2022-12-09" @default.
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- W4310346515 date "2022-12-01" @default.
- W4310346515 modified "2023-09-25" @default.
- W4310346515 title "The destination marketing and media profile – travel motives nexus amid tourism crisis: the mediating effect of the nation brand" @default.
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- W4310346515 doi "https://doi.org/10.1108/jhti-05-2022-0174" @default.
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