Effect of social media sharing on destination brand awareness and destination quality
Journal of Vacation Marketing, vol.26, no.1, pp.33-56, 2020 (SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 26 Issue: 1
- Publication Date: 2020
- Doi Number: 10.1177/1356766719858644
- Journal Name: Journal of Vacation Marketing
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Business Source Elite, Business Source Premier, CAB Abstracts, Hospitality & Tourism Complete
- Page Numbers: pp.33-56
- Keywords: Brand awareness, country of origin image, Destination Management Organization (DMO), destination quality, macro image of country, micro image of country, social media sharing
- Ankara Haci Bayram Veli University Affiliated: Yes
Abstract
This study examines the effect of social media sharing on tourism destination brand awareness and destination natural and service quality and also examines the moderating roles of country of origin (COI; macro and micro) image on destination natural and service quality. Data were collected from 568 domestic and international tourists who have visited Alanya, Turkey. Relationships in the study were examined through structural equation modeling. As one of the components of social media sharing, participant sharing positively affects destination brand awareness, whereas any significant effect of nonparticipant sharing on destination brand awareness was not found. Destination brand awareness positively influences tourist perceptions of both destination service quality and destination natural quality. COI image moderates most of the relationships.