Quasi-trial experiences through sensory information on destination web sites

Woojin Lee, Ulrike Gretzel, Rob Law

Research output: Contribution to journalArticle

26 Citations (Scopus)

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.

Original languageEnglish (US)
Pages (from-to)310-322
Number of pages13
JournalJournal of Travel Research
Volume49
Issue number3
DOIs
StatePublished - Feb 2010

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Websites
imagery
experience
multimedia
Acoustic waves
tourism
Tourism
trial
Destination
Web sites
experiment
Processing
Imagery
sound
Experiments
product

Keywords

  • Destination marketing
  • Mental imagery
  • Product trial
  • Sensory information
  • Virtual presence

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation

Cite this

Quasi-trial experiences through sensory information on destination web sites. / Lee, Woojin; Gretzel, Ulrike; Law, Rob.

In: Journal of Travel Research, Vol. 49, No. 3, 02.2010, p. 310-322.

Research output: Contribution to journalArticle

Lee, Woojin ; Gretzel, Ulrike ; Law, Rob. / Quasi-trial experiences through sensory information on destination web sites. In: Journal of Travel Research. 2010 ; Vol. 49, No. 3. pp. 310-322.
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