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Conceptualising the role of marketing strategies of tourism providers in inducing risk-taking behaviour
International Journal of Tourism Research ( IF 4.737 ) Pub Date : 2021-04-13 , DOI: 10.1002/jtr.2455
Ahmed Zaky 1, 2 , Gunjan Saxena 1 , Chanaka Jayawardhena 3
Affiliation  

In this paper, we examine the role of marketing strategies of tourism providers in inducing risk-taking behaviour deriving lessons from theoretical foundations of ‘fear appeal’ and ‘protection-motivation’ and the stimulus–organism–response framework. We engage with their meaning-generating identity narratives that play an indispensable role in sustaining and enhancing the market appeal of dark tourism experiences, places and products. Our findings demonstrate how providers use information-based and emotions-focused strategies to induce visitors to engage in different degrees of risk-taking activities.

中文翻译:

旅游供应商营销策略在诱导冒险行为中的作用概念化

在本文中,我们从“恐惧诉求”和“保护-动机”的理论基础以及刺激-有机体-反应框架中汲取了经验教训,研究了旅游供应商的营销策略在诱导冒险行为中的作用。我们参与他们产生意义的身份叙事,这些叙事在维持和增强黑暗旅游体验、地点和产品的市场吸引力方面发挥着不可或缺的作用。我们的研究结果展示了提供者如何使用基于信息和以情感为中心的策略来诱导访客参与不同程度的冒险活动。
更新日期:2021-04-13
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