Does the Localisation of Cultural Markers Affect User’s Destination image?
نویسندگان
چکیده
This paper represents a pioneer work on the discussion of the effects of the localisation of cultural markers on tourism destination websites on user’s destination image. First, a preliminary research was conducted on 130 sites in order to identify the cultural markers of New Zealand, Chinese and Indian tourism destination sites. Afterwards, an experiment was conducted to investigate the influence of the localisation of cultural markers on destination image. A fictitious tourism destination website was created for the purpose of this research and tailored for the New Zealand audience. In total, 400 students participated, performing tasks on the site and answering a survey. Results indicate that there are clear differences in the cultural markers of New Zealand, Chinese and Indian destination sites and that incongruent cultural markers lead to a more positive affective and overall image of the place.
منابع مشابه
The Effects of Localising Cultural Values on Tourism Destination Websites on Tourist’s Willingness to Travel
This paper discusses the effects the localisation of cultural values on tourism destination websites on user’s willingness to travel. First, a preliminary research was conducted in order to test and propose adaptations to Singh’s et al. (2005) framework of cultural values localisation on websites. Secondly, the authors conducted an experiment to test the localisation of cultural values on a web...
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