Destination promotional videos and tourism ethnocentrism in emerging tourism destinations: is there a link?

Abstract

Purpose

There is an increasing focus on the significance of tourism ethnocentrism in determining the success of tourism development and marketing. However, the relationship between tourism ethnocentrism and various tourism-related concepts remains inadequately explored. Hence, this study aims to address the growing need to examine the factors that bolster tourism ethnocentrism in emerging tourism destinations using stimulus-organism-response (S-O-R) paradigm.

Design/methodology/approach

Using a quantitative cross-sectional survey design, the study gathered data from 434 respondents, which were subsequently analyzed using structural equation modeling.

Findings

The results highlight crucial findings: destination promotional videos contribute to the accumulation of tourism knowledge, which, in turn, fosters tourism ethnocentrism. These findings imply that tourism knowledge mediates the relationship between destination promotional videos and tourism ethnocentrism.

Practical implications

The study strongly advocates for using destination promotional videos to enhance resident support for tourism by augmenting perceived tourism knowledge. Managers in destination marketing organizations (DMOs) are encouraged to adopt destination promotional videos as a novel approach for promoting inclusive tourism development by enhancing tourism knowledge as mechanisms for promoting tourism ethnocentrism.

Originality/value

By considering and proposing destination promotional videos as an ambivalent mechanism of tourism ethnocentrism, this study is an academic endeavor that advances insights into the occurrence of tourism ethnocentrism as an important component of inclusive tourism development.

Citation

Amani, D. (2024), "Destination promotional videos and tourism ethnocentrism in emerging tourism destinations: is there a link?", SAM Advanced Management Journal, Vol. 89 No. 3, pp. 201-223. https://doi.org/10.1108/SAMAMJ-05-2024-0024