URAM-Marketing

Unité de Recherche et d'Applications en Marketing

The impact of the videos credibility on spectators’ perceptions and their behavioral intention


Abstract:

The publicized events of the Tunisian revolution associated to the stagnation of the tourism sector have led to a real tourism sector crisis resulting in much lower number of visitors and a negative destination image associated to high perceived risk. The advent of social media allows tourists to become the ambassadors of the destination by generating their own videos and sharing it. The high credibility of such content represents an opportunity for destinations, in time of crisis, to restore a positive image in times of change and to bring back tourists. Therefore, based on the source credibility theory, the purpose of this study is to measure the influence of the credibility of the tourists’ generated videos (TGV) shared in social media, as an information source about the destination, on spectators’ behavioral consequences including the intention to visit the destination and their willingness to share the video. The model includes the perceived risk and the destination image as mediating variables between the TGV credibility and the spectators’ behavior intention.

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