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Abstract

Understanding the communication process on destination websites is increasingly important to destination marketers. This study tested four competing models that present the cognitive processing of potential tourists when browsing destination websites (Affect Transfer Model, Reciprocal Mediation Model, Independent Influences Model, and Message-based Persuasion Model). The moderating effect of involvement in the four models was also investigated. Structural equation modeling was used to evaluate the four alternative models. The comparison for model fit in high- and low-involvement groups revealed that the Reciprocal Mediation Model and Message-based Persuasion Model are the superior models for the two groups, respectively. The study also showed that cognitive elaboration and affective transfer are incorporated into information processing in both groups.

Keywords

tourism marketing cognition attitude travel intention communication destination websites

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Investigating the Routes of Communication on Destination Websites

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