This research examines impacts from tourists’ destination knowledge and destination interest upon Generation Z’s recognition memory of advertisement for a new travel destination (Taiwan). The findings of this study indicated that participants with high destination knowledge are more likely to exhibit a lower level of new travel destination advertising recognition than participants with low destination knowledge, while the destination interest is low. Practical and theoretical implications of this outcome for destination marketers and tourism scholars are suggested to better understand and anticipate the processes of tourists’ learning and retaining of new travel destination information.
Hu, C. and Cole, S. (2019), "The Impacts of Destination Knowledge and Destination Interest on Generation z’s Memory of a New Tourism Destination", Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 15), Emerald Publishing Limited, pp. 145-159. https://doi.org/10.1108/S1745-354220190000015009Download as .RIS
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