Quasi-trial experiences through sensory information on destination web sites

Lee, Woojin, Gretzel, Ulrike and Law, Rob (2010) Quasi-trial experiences through sensory information on destination web sites. Journal of Travel Research, 49 3: 310-322. doi:10.1177/0047287509346991

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Author Lee, Woojin
Gretzel, Ulrike
Law, Rob
Title Quasi-trial experiences through sensory information on destination web sites
Journal name Journal of Travel Research   Check publisher's open access policy
ISSN 0047-2875
Publication date 2010-08-01
Sub-type Article (original research)
DOI 10.1177/0047287509346991
Open Access Status Not yet assessed
Volume 49
Issue 3
Start page 310
End page 322
Total pages 13
Place of publication Thousand Oaks, CA, United States
Publisher Sage
Language eng
Abstract Tourism Web sites have unique interactive and multimedia qualities with the potential to create experiences similar to product trial. The purpose of the study is to investigate whether destination Web sites with sounds and sensory descriptions can have a positive impact on consumers’ mental imagery processing, which in turn should enhance quasi-trial experiences. A Web-based experiment is conducted for a fictitious island destination Web site. Empirical results show that sensory descriptions, but not sound, have a positive influence on the extent to which participants experience mental imagery and that the experience of extensive mental imagery leads to greater feelings of virtual presence and, as a result, to stronger attitudes about the destination. Implications for destination Web site design and future research are discussed.
Keyword Sensory information
Destination marketing
Mental imagery
Virtual presence
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 13 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 13 times in Scopus Article | Citations
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Created: Thu, 27 Mar 2014, 20:08:20 EST by Karen Morgan on behalf of UQ Business School