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Article
Publication date: 24 April 2024

Dogan Gursoy, Simone Luongo, Valentina Della Corte and Fabiana Sepe

This study aims to provide an overview of the evolution of knowledge on smart destinations and identify the key issues addressed in the smart destination research domain, the main…

Abstract

Purpose

This study aims to provide an overview of the evolution of knowledge on smart destinations and identify the key issues addressed in the smart destination research domain, the main themes and sub-themes and research gaps in smart destination research as well as the future research agenda to address those gaps.

Design/methodology/approach

A bibliometric analysis of 409 studies published on smart destinations literature was conducted using the Bibliometrix R-package to provide a comprehensive review of studies published on smart destinations and identify the main research themes, gaps in the literature and future research opportunities.

Findings

Based on the research findings, a conceptual model of smart destination research has been proposed. This conceptual model can serve as a foundation for further knowledge generation in this research area. The findings also shed light on future research directions, highlighting research opportunities for the exploitation of cutting-edge innovations and digitalization across various dimensions of smart destinations.

Originality/value

Although past research has paid attention to the theme of smart destinations, this work advances scientific knowledge by providing a foundation for a new smart destination management paradigm focusing on accessibility, sustainability, digitization, experience co-creation and creativity as milestones.

研究目的

本研究旨在提供关于智慧目的地知识演变的概览, 并确定智慧目的地研究领域中涉及的关键问题、主要主题和子主题, 以及智慧目的地研究的研究空白, 同时提出未来研究议程以填补这些空白。

研究方法

本研究利用 Bibliometrix R 软件对发表的409篇智慧目的地文献进行了文献计量分析, 以全面回顾关于智慧目的地的研究, 并确定主要研究主题、文献中的空白以及未来的研究机会。

研究发现

基于研究结果, 本研究提出了智慧目的地研究的概念模型。该概念模型可作为进一步知识生成的基础。研究发现还为未来研究方向提供了启示, 强调了利用先进创新和数字化技术在智慧目的地各个维度上进行研究的机会。

研究创新

尽管过去的研究关注了智慧目的地的主题, 但本研究通过提出以可达性、可持续性、数字化、体验共创和创意为里程碑的新智慧目的地管理范式, 推进了科学知识的发展。

Details

Journal of Hospitality and Tourism Technology, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 19 April 2024

Henok Bekele and Sahil Raj

In recent decades, a significant number of research contributions have been made to the intersection of digital technologies and the tourism industry. However, a thorough…

Abstract

Purpose

In recent decades, a significant number of research contributions have been made to the intersection of digital technologies and the tourism industry. However, a thorough examination of digitalization and digital transformation in the tourism industry has not been given sufficient consideration. This study aims to provide a bibliometric review of digitalization and digital transformation research in the tourism industry and devise future research agendas to advance the research field.

Design/methodology/approach

This study uses the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol and a bibliometric analysis to examine the research progress and scientifically map the research domain of digitalization and digital transformation in the tourism industry from 2002 to 2023 using bibliographic data retrieved from the Scopus and Web of Science.

Findings

This study presents the trends in publications and citations within the digitalization and digital transformation research domain in tourism. The findings also provide insights into the four primary clusters of the research field: digital innovation, smart tourism ecosystem, eTourism and smart destination experience. To further augment the application of digital transformation, this study offers several recommendations for future research on digitalization and digital transformation of the tourism industry.

Practical implications

This study provides valuable implications to researchers, managers and policymakers seeking to understand the current state and future research directions in tourism’s digitalization and digital transformation research field.

Originality/value

This study advances the research field of digitalization and digital transformation in the tourism industry by thoroughly examining the primary research clusters in the research corpus of the past two decades. Furthermore, it guides future research, thereby setting the stage for further progress in this domain.

目的

近几十年来, 数字技术与旅游业的交叉领域做出了大量研究贡献。 然而, 对旅游业数字化和数字化转型的深入审视尚未得到充分考虑。本研究旨在对旅游业数字化和数字化转型研究进行文献计量回顾, 并制定未来的研究议程以推进该研究领域的发展。

设计/方法/途径

本研究利用系统文献综述的科学程序和原理(SPAR-4-SLR)协议和文献计量分析来检验研究进展并科学地绘制旅游业数字化和数字化转型的研究领域 使用从 Scopus 和 Web of Science (WOS) 检索到的书目数据从 2002 年到 2023 年。

研究结果

本研究呈现了旅游业数字化和数字化转型研究领域出版物和引用的趋势。 研究结果还提供了对该研究领域的四个主要集群的见解:数字创新、智能旅游生态系统、电子旅游和智能目的地体验。 为了进一步增强数字化转型的应用, 本研究为旅游业数字化和数字化转型的未来研究提出了几点建议。

原创性

本研究通过深入研究过去二十年研究语料库中的主要研究集群, 推进了旅游业数字化和数字化转型的研究领域。 此外, 它指导了未来的研究, 从而为该领域的进一步进展奠定了基础。

启示

本研究为寻求了解旅游业数字化和数字化转型研究领域现状和未来研究方向的研究人员、管理者和政策制定者提供了有价值的启示。

Propósito

En las últimas décadas, se ha realizado un número significativo de contribuciones de investigación a la intersección de las tecnologías digitales y la industria del turismo. Sin embargo, no se ha prestado suficiente atención a un examen exhaustivo de la digitalización y la transformación digital en la industria del turismo. Este estudio tiene como objetivo proporcionar una revisión bibliométrica de la investigación sobre digitalización y transformación digital en la industria del turismo y diseñar futuras agendas de investigación para avanzar en el campo de la investigación.

Diseño/Metodología/Enfoque

Este estudio utiliza el protocolo de Procedimientos y fundamentos científicos para revisiones sistemáticas de la literatura (SPAR-4-SLR) y un análisis bibliométrico para examinar el progreso de la investigación y mapear científicamente el dominio de investigación de la digitalización y la transformación digital en la industria del turismo. de 2002 a 2023 utilizando datos bibliográficos recuperados de Scopus y Web of Science (WOS).

Hallazgos

Este estudio presenta las tendencias en publicaciones y citas dentro del dominio de investigación sobre digitalización y transformación digital en turismo. Los hallazgos también brindan información sobre los cuatro grupos principales del campo de investigación: innovación digital, ecosistema de turismo inteligente, turismo electrónico y experiencia de destino inteligente. Para aumentar aún más la aplicación de la transformación digital, este estudio ofrece varias recomendaciones para futuras investigaciones sobre la digitalización y la transformación digital de la industria turística.

Originalidad

Este estudio avanza en el campo de investigación de la digitalización y la transformación digital en la industria del turismo al examinar en profundidad los principales grupos de investigación en el corpus de investigación de las últimas dos décadas. Además, orienta la investigación futura, sentando así las bases para mayores avances en este ámbito.

Implicación

Este estudio proporciona implicaciones valiosas para los investigadores, administradores y formuladores de políticas que buscan comprender el estado actual y las direcciones futuras de la investigación en el campo de la digitalización y la transformación digital del turismo.

Article
Publication date: 22 April 2024

Ana Condeço-Melhorado, Juan Carlos García-Palomares and Javier Gutiérrez

The COVID-19 pandemic has significantly impacted global tourism, with international travel bearing the burden of restrictions. Domestic tourism has also faced substantial…

Abstract

Purpose

The COVID-19 pandemic has significantly impacted global tourism, with international travel bearing the burden of restrictions. Domestic tourism has also faced substantial challenges. This paper aims to analyse the impact of the COVID-19 pandemic on domestic tourism in Spain, focusing on travel from Madrid (the country’s capital) to other tourist destinations.

Design/methodology/approach

Mobile phone data has been used to study the evolution of tourist trips over the summers of 2019, 2020 and 2021. Regression models are used to explain the number of visitors at destinations.

Findings

The pandemic not only caused a drastic drop in tourist flows but also disrupted the overall pattern of the domestic flow system. Winning destinations were typically areas in proximity to Madrid and less densely populated destinations, while urban destinations were major losers. The preferences of domestic tourists varied notably by income group, but the decrease in trip volumes showed only marginal differences.

Originality/value

The paper demonstrates the potential of mobile phone data analysis to study the uneven impact of external shocks, such as the COVID-19 pandemic, on tourist destinations. This approach considers spatial resilience heterogeneity within regions or provinces. By incorporating income information, the analysis introduces a social dimension to highly detailed spatial data, surpassing traditional studies conducted at the regional or national levels.

研究目的

COVID-19大流行对全球旅游业产生了重大影响,国际旅行受到了限制的影响最为严重。国内旅游也面临着重大挑战。本文分析了COVID-19大流行对西班牙国内旅游的影响,重点关注从马德里(该国首都)到其他旅游目的地的旅行。

研究方法

本研究使用移动电话数据研究了2019年、2020年和2021年夏季旅游出行的演变。采用回归模型解释了各目的地游客数量。

研究发现

大流行不仅导致了旅游流量急剧下降,还扰乱了国内流动系统的总体模式。获胜的目的地通常是马德里附近的地区和人口较稀少的目的地,而城市目的地是主要的输家。国内游客的偏好在收入群体之间有明显差异,但旅行量的减少只显示出边际差异。

研究创新

本文展示了使用移动电话数据分析研究外部冲击(如COVID-19大流行)对旅游目的地的不均匀影响的潜力。该方法考虑了区域或省份内的空间弹性异质性。通过整合收入信息,该分析为高度详细的空间数据引入了社会维度,超越了传统在区域或国家水平进行的研究。

Details

Journal of Hospitality and Tourism Technology, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-9880

Keywords

Article
Publication date: 15 April 2024

Lina Zhong, Xiaonan Li, Sunny Sun, Rob Law and Mengyao Zhu

Existing tourism review articles have limited review topics and cover a relatively short period. This review paper aims to extend the coverage of the previous literature and…

64

Abstract

Purpose

Existing tourism review articles have limited review topics and cover a relatively short period. This review paper aims to extend the coverage of the previous literature and enhances the completeness of tourism-related studies to provide comprehensive tourism-related literature from 1945 (World War II onward) to 2022. Specifically, this paper reveals the major research themes present in published tourism research during this time period and highlights the evolution of tourism research from the preliminary phase, the transversal phase, to the growth phase.

Design/methodology/approach

The present study visualizes tourism research through networks of coauthors and their countries and regions, cocitation analysis of keywords and explores the thematic evolution of tourism research after the World War II (i.e., 1945–2022) from Web of Science and Google Scholar through bibliometric analysis.

Findings

Findings reveal that the themes of tourism research in the past years can be divided into seven major research themes. The tourism research evolution from World War II to 2022 can be categorized into three stages: preliminary (1945–1970), transversal (1971–2004) and growth (2005–2022). In addition, the research themes of tourism are not static but evolve according to the dynamics of the society and the industry, and that seven main research themes have been formed, namely, “heritage tourism,” “medical tourism,” “adventure tourism,” “dark tourism,” “sustainable tourism,” “rural tourism” and “smart tourism.”

Originality/value

The present study expands and refines the comprehensive literature in tourism research, as well as reveals the trends and dynamics in tourism research through network analysis and thematic evolution research methods.

目的

现有的旅游评论文章在审查主题方面有限, 并且涵盖的时间相对较短。本综述文章扩展了先前文献的涵盖范围, 增强了与旅游相关研究的完整性, 提供了从1945年(第二次世界大战之后)到2022年的全面旅游相关文献。具体而言, 本文揭示了此期间发表的旅游研究中的主要研究主题, 并突出了旅游研究从初步阶段、横向阶段到增长阶段的演变。

设计/方法/途径

本研究通过共同作者及其国家的网络、关键词的共同引用分析, 将旅游研究可视化, 并探索二战后旅游研究的主题演变。本研究通过文献计量学分析, 将 Web of Science (WoS) 和 Google Scholar 中的旅游研究(即 1945–2022 年)可视化。

研究结果

研究结果显示, 过去几年的旅游研究主题可分为七大研究主题。从第二次世界大战到 2022 年的旅游研究演变可分为三个阶段:初步阶段(1945–1970 年)、横向阶段(1971–2004 年)和成长阶段2005–2022 年)。此外, 旅游的研究主题并不是静态的, 而是根据社会和行业的动态而演变, 形成了七个主要研究主题, 即“遗产旅游”、“医疗旅游”、“冒险旅游”、“黑暗旅游”、“可持续旅游”、“乡村旅游”和“智慧旅游”。

原创性

本研究通过网络分析和主题演变研究方法扩展和完善了旅游研究方面的综合文献, 并揭示了旅游研究的趋势和动态。

Objetivo

Los artículos de revisión existentes sobre turismo tienen temas de revisión limitados y cubren un periodo relativamente corto. Este artículo de revisión amplía la cobertura de la bibliografía anterior y mejora la exhaustividad de los estudios relacionados con el turismo para ofrecer una bibliografía exhaustiva sobre el turismo desde 1945 (Segunda Guerra Mundial en adelante) hasta 2022. En concreto, este documento revela los principales temas de investigación presentes en la investigación turística publicada durante este periodo de tiempo y destaca la evolución de la investigación turística desde la fase preliminar, la fase transversal, hasta la fase de crecimiento.

Diseño/metodología/enfoque

El presente estudio visualiza la investigación turística a través de redes de coautores y sus países y regiones, análisis de co-citación de palabras clave, y explora la evolución temática de la investigación turística después de la Segunda Guerra Mundial (es decir, 1945–2022) a partir de Web of Science y Google Scholar mediante análisis bibliométricos.

Resultados

Los resultados revelan que los temas de la investigación turística de los últimos años pueden dividirse en siete grandes temas de investigación. La evolución de la investigación turística desde la Segunda Guerra Mundial hasta 2022 puede clasificarse en tres etapas: preliminar (1945–1970), transversal (1971–2004) y de crecimiento (2005–2022). Además, los temas de investigación del turismo no son estáticos, sino que evolucionan según la dinámica de la sociedad y de la industria, y que se han formado siete temas principales de investigación, a saber: “turismo patrimonial”, “turismo médico”, “turismo de aventura”, “turismo oscuro”, “turismo sostenible”, “turismo rural” y “turismo inteligente”.

Originalidad/valor

El presente estudio amplía y perfecciona la amplia bibliografía existente en el campo de la investigación turística, además de revelar las tendencias y la dinámica de la investigación turística mediante el análisis de redes y los métodos de investigación de evolución temática.

Article
Publication date: 11 April 2024

Ayşe Şengöz, Beste Nisa Orhun and Nil Konyalilar

Developments regarding the use of artificial intelligence (AI) in transportation systems, one of the important stakeholders of tourism, are remarkable. However, no review thus…

Abstract

Purpose

Developments regarding the use of artificial intelligence (AI) in transportation systems, one of the important stakeholders of tourism, are remarkable. However, no review thus far has provided a comprehensive overview of research on AI in transportation systems.

Design/methodology/approach

To fill this gap, this study uses the VOSviewer software to present a bibliometric review of the current scientific literature in the field of AI-related tourism research. The theme of AI in transportation systems was explored in the Web of Science database.

Findings

The original search yielded 642 documents, which were then filtered by parameters. For publications related to AI in transportation systems, the most cited documents, leading authors, productive countries, co-occurrence analysis of keywords and bibliographic matching of documents were examined. This report shows that there has been a recent increase in research on AI in transport systems. However, there is only one study on tourism. The country that contributed the most is China with 298 studies. The most used keyword in the documents was intelligent transportation system.

Originality/value

The bibliometric analysis of the existing work provided a valuable and seminal reference for researchers and practitioners in AI-related in transportation system.

Details

Worldwide Hospitality and Tourism Themes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1755-4217

Keywords

Open Access
Article
Publication date: 7 June 2022

Fabiola Sfodera, Lisa Nicole Cain and Alessio Di Leo

This study examines the role of technology as a driver of sustainable tourism perceptions among Generation Z.

2367

Abstract

Purpose

This study examines the role of technology as a driver of sustainable tourism perceptions among Generation Z.

Design/methodology/approach

The work considers the perspective of locals in Pakistan and uses a multi-method, multiphase embedded research design approach.

Findings

The research findings demonstrated that technology has a positive correlation with the environmental, socio-cultural and economic dimensions of sustainable tourism perception among Generation Z. Therefore, technology could be considered a dimension of sustainable tourism perception for locals, but perceptions differ significantly depending on the size of the city of the participant. The results of the experimental design phase that utilized picture stimuli demonstrated a linear relationship between technology and sustainability and enhanced their definition and implementation for developing countries.

Originality/value

This research diverges from most past research on these topics by focusing on Generation Z, for whom digital media and technology play a crucial role and for whom these technologies are positively correlated with sustainability and its overall perception. Implications for policies and practices for emerging country governments are provided.

Details

International Hospitality Review, vol. 38 no. 1
Type: Research Article
ISSN: 2516-8142

Keywords

Open Access
Article
Publication date: 9 April 2024

Lázaro Florido-Benítez

The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.

Abstract

Purpose

The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.

Design/methodology/approach

A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them.

Findings

Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020.

Originality/value

This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.

Details

Consumer Behavior in Tourism and Hospitality, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2752-6666

Keywords

Article
Publication date: 19 October 2023

Kaung-Hwa Chen, Ying Ye and Ci-Hui Yu

The normalization of COVID-19 disease prevention has presented a major opportunity for the transformation and upgrade of cultural and tourism products in Taiwan. This paper aims…

Abstract

Purpose

The normalization of COVID-19 disease prevention has presented a major opportunity for the transformation and upgrade of cultural and tourism products in Taiwan. This paper aims to explore the attractiveness of Taiwanese military dependents’ villages, known as juancun, two studies were conducted to test the path relationships of juancun experiencescape, authenticity, memorability and revisit intention.

Design/methodology/approach

This research conducted two studies by using a mixed sampling of snowball sampling and purposive sampling for the questionnaire survey. Based on the 397 valid questionnaires retained in Study 1, a cultural heritage site experiencescape was developed and validated; in Study 2, 393 valid questionnaires were collected, and structural equation modeling was conducted to test hypotheses that were developed drawing on the stimulus–organism–response model and theory of buyer behavior.

Findings

It is revealed that cultural heritage site experiencescape include natural and cultural, social, sensory and functional factors and that the experiencescape affects authenticity positively; “existential authenticity–memorability” mediates the relationship of experiencescape and revisit intention, whereas co-creation behavior has the positive moderating effects on the relationship of experiencescape and authenticity.

Originality/value

The research developed an experiencescape scale for cultural heritage sites and described the managerial implications for destination management organizations regarding product development and service design.

研究目的

COVID-19疫情防控的常态化为台湾的文化和旅游产品升级转型提供了巨大的契机。为了明确台湾眷村的旅游吸引力, 本研究操作两个研究设计以检定眷村体验景观、真实性、难忘性及重游意图之间的路径关系。

研究设计研究方法研究路径

本研究操作的两个研究设计皆采用滚雪球抽样和目的性抽样的混合抽样方法进行问卷调查。基于研究设计一回收的397份有效问卷, 发展和验证了眷村文化遗产地体验景观量表; 运用研究设计二回收的393份有效问卷, 操作结构方程模型分析以检定基于刺激-机体-反应理论和买方行为理论发展的假设。

研究发现

本研究揭示了文化遗产地体验景观包含自然与文化、社会、感官、功能性因素; 体验景观正向影响真实性; “存在主义真实性-难忘性”中介调节体验景观和重游意图的关系; 共创行为正向调节体验景观与真实性的关系。

原创性

本研究发展了文化遗产地体验景观量表, 并就产品发展和服务设计为旅游目的地管理组织提供了实务建议。

Diseño/metodología/enfoque

Esta investigación llevó a cabo dos estudios mediante un muestreo mixto de bola de nieve y muestreo intencionado para la encuesta por cuestionario. A partir de los 397 cuestionarios válidos retenidos en el Estudio 1, se desarrolló y validó el experiencescape del patrimonio cultural; en el Estudio 2, se recogieron 393 cuestionarios válidos y se realizó un modelado de ecuaciones estructurales para probar las hipótesis que se desarrollaron a partir del modelo estímulo-organismo-respuesta y la teoría del comportamiento del comprador.

Objetivo

La normalización de la prevención de la enfermedad COVID-19 ha supuesto una gran oportunidad para la transformación y mejora de los productos culturales y turísticos de Taiwán. Para explorar el atractivo de las aldeas de los familiares de militares en Taiwan, conocidos como juancun, se realizaron dos estudios para probar las relaciones de trayectoria del experiencescape del juancun, la autenticidad, la memorabilidad y la intención de volver a visitarlo.

Resultados

Se revela que el experiencescape del patrimonio cultural de la aldea militar incluye factores naturales y culturales, sociales, sensoriales y funcionales, y que el experiencescape afecta positivamente a la autenticidad; la “autenticidad existencial-memorabilidad” media en la relación del experiencescape y la intención de volver a visitarlo, mientras que el comportamiento de cocreación tiene los efectos moderadores positivos en la relación del experiencescape y la autenticidad.

Originalidad/valor

La investigación desarrolló una escala de experiencescape para el patrimonio cultural del sitio y describió las implicaciones gerenciales para las organizaciones de gestión de destinos en relación con el desarrollo de productos y el diseño de servicios.

Article
Publication date: 12 September 2023

Prerana  , Deepa Kapoor and Abhay Jain

This study aims to conduct a bibliometric analysis of sustainable tourism research published in Scopus-indexed journals covering the period from 1997 to 2021. Articles published…

Abstract

Purpose

This study aims to conduct a bibliometric analysis of sustainable tourism research published in Scopus-indexed journals covering the period from 1997 to 2021. Articles published during these 25 years were subjected to science mapping and performance analysis to propose potential areas for future research.

Design/methodology/approach

A bibliometric analysis using performance analysis and science mapping was conducted on 1,754 research papers retrieved from the Scopus database using the keyword “sustainable tourism.” Biblioshiny and VOSviewer are commonly used bibliometric tools. Science mapping techniques use coauthorship, keyword co-occurrence and co-citation analyses.

Findings

This study revealed the sustainable tourism publications’ spatial and temporal patterns, indicating a yearly growth rate of 19.9% during a 25-year period. The study identified Stefan Gossling as the most influential author, the “Journal of Sustainable Tourism” as the leading journal and Australia as the most productive country in sustainable tourism literature. The study used co-citation analysis to identify five thematic clusters, namely, reconceptualization and criticism, the role of residents, eco-labeling and the role of stakeholders, community-based tourism and the shift toward establishing sustainability indicators and effective governance and policymaking. The coauthorship analysis identifies the most influential author in collaborative efforts, and the most common pattern of collaboration is between researchers from different institutions in the same country, such as China and the Philippines, followed by collaborations between authors from other countries. The keyword co-occurrence analysis uncovered keywords that aligned with theme clusters generated from the co-citation analysis.

Originality/value

This study comprehensively uncovers five thematic clusters that have never been extracted so far in the literature. Also, it attempts to fill the gaps related to sustainable tourism by suggesting directions for future research.

Article
Publication date: 25 September 2023

Jianyu Ma, Noel Scott and Yu Wu

Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the…

Abstract

Purpose

Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the increase in participants’ level of arousal and the degree of memorability after watching two different videos.

Design/methodology/approach

A quasi-experimental study was conducted with 45 participants who watched two destination promotional videos. One video used storytelling whereas the other used scenic images and music. The level of arousal was measured using both tonic and phasic electrodermal activity levels. The memorability of each video was measured after seven days by testing the recall accuracy.

Findings

Scenic imagery and music videos were associated with higher-than-average arousal levels, while storytelling videos generated larger-amplitude arousal peaks and a greater number of arousal-evoking events. After a week, the respondents recalled more events from the storytelling video than from the scenery and musical advertisements. This finding reveals that the treatment, storytelling and sensory stimuli in advertising moderate the impact of arousal peaks and memorability.

Originality/value

These results indicate that nonnarrative videos using only sceneries and music evoked a higher average level of arousal. However, memorability was associated with higher peak levels of arousal only in narrative storytelling. This is the first tourism study to report the effects of large arousal peaks on improved memorability in advertising.

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