Revisit the formation of destination brand personality

Wang, Jingqiang; Li, Mimi; Liu, Cong; Li, Dan; Lin, Guyang

doi:10.1016/j.annals.2022.103408

Cited by 21 publications

(14 citation statements)

References 55 publications

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“…The behavioral results indicated that subjects had a higher booking rate in the positive reviews condition than that of negative reviews. However, we didn’t find a significant main effect of brand familiarity on booking rate, while the failure at behavioral level does not mean that it has no impact on the cognitive process before final decision-making ( Wang et al, 2022 ). In fact, behavioral data are less sensitive than ERP data ( Kenemans and Kähkönen, 2011 ).…”

Section: Discussioncontrasting

confidence: 60%

“…Finally, this research also makes a major methodological contribution. Most of the existing research on online hotel booking used self-reported approaches, which are suitable for answering the “What” question (i.e., what is the relationship between product-related cues and online booking decisions) rather than the “How” question (i.e., how they impact booking decisions) ( Wang et al, 2022 ). In addition, since decision-making is a sophisticated cognitive and psychological process, usually accompanied by implicit and unconscious neural activities ( Zhang et al, 2019b ), individuals may be unaware of their cognitive and psychological activities and unable to explain why they make such decisions.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

“…Based on the visual observation of grand average waveforms and relevant studies ( Wang et al, 2016 , 2022 ; Zhang et al, 2019b ), the P200 and LPP were used to analyze the cognitive processing of brand familiarity in the stage of hotel brands, and N400 was used to analyze the cognitive processing of online reviews and booking decisions in the stage of keywords. Regarding P200, the time window of 100–300 ms was chosen to evaluate its mean amplitude to identify neural activities related to brand familiarity.…”

Section: Methodsmentioning

confidence: 99%

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How do extrinsic cues influence consumers’ online hotel booking decisions? An event-related potential experiment

et al. 2022

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Booking decision is a typical decision-making behavior in hospitality, while the neural processing of it is still unclear. To address this issue, with the help of event-related potential (ERP), this work uncovered the neural mechanism of the influence of two extrinsic cues, namely, brand familiarity (familiar vs. unfamiliar) and online reviews (positive vs. negative) on online hotel booking decisions. Behavioral results indicated that the booking rate under the condition of positive reviews was higher than that of negative reviews. In addition, the response time in the case of familiar brands was longer than that of unfamiliar brands. ERP results showed that the P200 amplitude of familiar brands was smaller than that of unfamiliar brands, while for the late positive potential amplitude, the opposite was the case. It is suggested that in the early stage of cognitive processing, unfamiliar brands evoke more automatic and unconscious attention while in the later stage, familiar brands attract more conscious attention. This study also found that the N400 amplitude of negative online reviews was larger than that of positive online reviews, indicating that negative stimuli can result in a larger emotional conflicts than that of positive stimuli. This study provides new insights into the neural mechanism of online booking decisions in the hospitality.

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Section: Discussioncontrasting

confidence: 60%

Section: Conclusion and Discussionmentioning

confidence: 99%

Section: Methodsmentioning

confidence: 99%

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How do extrinsic cues influence consumers’ online hotel booking decisions? An event-related potential experiment

et al. 2022

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“…The vital importance of on-site experience for destination personality and positive behavioral intentions: Wang et al (2022) used neuroscience methods to confirm the vital role of on-site experience in destination personality. Built environment, socially responsible environment, and local people are important in projecting destination personality (Xie & Lee, 2013).…”

Section: Resultsmentioning

confidence: 99%

Destination Personality: Gaining Insights for Destination Branding through the Lens of the Pandemic

2022

Proceedings of the the International Scientific Conference in the Field Of Tourism and Hospitality SITCON 2

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The purpose of this paper is to discuss challenges for destination branding, based on a twofold perspective of a recent literature review: destination personality and pandemic. The pandemic has radically transformed tourism demand and supply, thus urging tourism marketers to adapt to newly formed tourist needs, wants and choice-patterns. On the other hand, destination personality (DP) applications can be effectively used in market segmentation, (re)positioning and targeting but also in other aspects of marketing strategies and components of the marketing mix. Destination (brand) personality, a critical concept mainly developed in the last fifteen years, forms the basis of an extensive literature review and content analysis. The methodology for the DP literature review is based on the PRISMA protocol; insights gained from the content analysis are presented in the light of the pandemic and its major effects on the tourism market. The results provide evidence for the need of DMOs to invest in touristdestination identification and build strong destination personalities, in order to differentiate themselves from the competition. Moreover, the importance of on-site experiences and identification of new determinants of tourist satisfaction in the post-pandemic era prove critical for destination personality and branding. Cultural differences and evolving tourist profiles should be monitored regularly and form the basis of market knowledge, tourism product design and communicational strategies.

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“…Previous studies have shown that the formation of a destination brand is a complex and long-term process (Wang et al , 2022) when considering the specificities of WHSs, there are still several issues that need to be explored. First, more long-term analysis is needed to understand the brand diffusion of WHSs, including the continuous user attention and the brand image conveyed through high-frequency keywords.…”

Section: Research Backgroundmentioning

confidence: 99%

Understanding the world heritage sites’ brand diffusion and formation via social media: a mixed-method study

Wang

Liu

SUN

et al. 2023

IJCHM

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Purpose Building on social media and destination brand-related literature, this study aims to explore World Heritage Sites’ (WHSs) brand diffusion and formation process from long-term and short-term perspectives, which includes brand diffusion, user-generated content (UGC), opinion leaders and brand events’ impact. Design/methodology/approach This study uses a mixed-method including text mining, keyword analysis and social network analysis to explore the brand formation process of four popular WHSs in Beijing, namely, the Palace Museum, Great Wall, Summer Palace and Temple of Heaven and more than 10,000,000 users’ data on Sina Weibo has been implemented to uncover the underlying social media branding mechanism. Findings The results show that the number of postings keeps in a stable range in most months, but, in general, there are no common rules for changing trends among the four WHSs; long-term high-frequency keywords related to history and culture account for a higher percentage; different kinds of accounts have varying impacts on information diffusion, in which media accounts lead to a bigger influence. However, more followers do not necessarily mean more interactions and most of the interaction ratio is much lower than 0.01000; brand events facilitate brand dissemination and have an impact on the creation of UGC. Practical implications This study is valuable for destination marketers to deeper understand brand diffusion and formation and provides valuable insights for developing effective destination marketing strategies. Originality/value Unlike previous studies that only concern a few parts of destination brand formation via social media (e.g. brand diffusion, brand events or opinion leaders’ impact), this study takes a more comprehensive perspective by systematically analyzing the brand formation process of WHSs on social media. By considering both long-term diffusion and short-term representative events, this study provides a more holistic understanding of the branding mechanism.

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Revisit the formation of destination brand personality

Cited by 21 publications

References 55 publications

How do extrinsic cues influence consumers’ online hotel booking decisions? An event-related potential experiment

How do extrinsic cues influence consumers’ online hotel booking decisions? An event-related potential experiment

Destination Personality: Gaining Insights for Destination Branding through the Lens of the Pandemic

Understanding the world heritage sites’ brand diffusion and formation via social media: a mixed-method study

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