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Dialogic features of brand South Africa’s website and tourists’ intentions to visit

Robert E. Hinson (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana and University of the Free State, Bloemfontein, South Africa)
John Paul Basewe Kosiba (Department of Marketing, University of Professional Studies, Accra, Ghana)
Henry Boateng (School of Communication, University of Technology, Sydney, Australia)
Raphael Odoom (Department of Marketing and Entrepreneurship, University of Ghana, Accra, Ghana)
Ransford Edward Gyampo (Department of Political Science, University of Ghana, Accra, Ghana)

European Business Review

ISSN: 0955-534X

Publication date: 2 August 2019

Abstract

Purpose

Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions.

Design/methodology/approach

Drawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey.

Findings

This paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit.

Practical implications

This study is of potential benefit to researchers, government agencies and those responsible for nation branding.

Originality/value

This study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).

Keywords

Citation

Hinson, R.E., Kosiba, J.P.B., Boateng, H., Odoom, R. and Gyampo, R.E. (2019), "Dialogic features of brand South Africa’s website and tourists’ intentions to visit", European Business Review, Vol. 31 No. 5, pp. 569-584. https://doi.org/10.1108/EBR-12-2016-0168

Publisher

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Emerald Publishing Limited

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