Humor on Destination Websites: Effects of Humor on Attitudes and Visit Intentions

Keywords

Attitudes; Destination marketing; Humor; Visit intentions; Website design

Abstract

Humor is an important technique that can be applied in destination marketing to attract potential travelers. This study used a scenario-based experimental design to explore the effects of humor on destination websites. The results demonstrate that both the content of humor and the temporal distance of the visit significantly influence tourists' attitudes and travel intentions, which are mediated by website trust. The relationships between humor content and visit intentions are stronger when travelers are promotion focused rather than prevention focused, and when they are more familiar with destination websites. This study contributes to knowledge and practice by highlighting humor as an essential component of destination website design and providing practical recommendations for destination marketing and management.

Publication Date

7-2023

Original Citation

Godovykh, M., Fu, X., & Leung, X. Y. (2023). Humor on Destination Websites: Effects of Humor on Attitudes and Visit Intentions. Tourism Analysis, 28(3), 371–386. https://doi.org/10.3727/108354223X16837426437308

Document Type

Paper

Language

English

Source Title

Tourism Analysis

Volume

28

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

This document is currently not available for download.

View via DOI


Share

COinS