User-generated content in Web 2.0 and Desti-'Nation' brand perceptions: an empirical analysis of Incredible India branding
by N.A. Jojomon; C. Manu
International Journal of Indian Culture and Business Management (IJICBM), Vol. 29, No. 4, 2023

Abstract: Although destination management and marketing has received increased research attention over the past few years, limited research till date have examined the impact of Web 2.0 interactions on the destination perceptions of tourists, particularly in the context of emerging destinations. The current research aims to fill this gap by empirically exploring how user-generated content in social media influence the destination brand perceptions of potential tourists. The study was conducted in the backdrop of the Incredible India campaign, which was a venture for nation branding by the Ministry of Tourism and Culture of Government of India. Results of a structural equation modelling using 280 samples collected using an online questionnaire through Amazon Mechanical Turk (MTurk) revealed that UGC had a positive significant effect on the destination brand perceptions of potential visitors. The study also provides theoretical and practical implications which can aid in better tourism management of emerging destinations.

Online publication date: Wed, 09-Aug-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Indian Culture and Business Management (IJICBM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com