TY - JOUR
T1 - Dialogic features of brand South Africa’s website and tourists’ intentions to visit
AU - Hinson, Robert E.
AU - Kosiba, John Paul Basewe
AU - Boateng, Henry
AU - Odoom, Raphael
AU - Gyampo, Ransford Edward
N1 - Publisher Copyright:
© 2019, Emerald Publishing Limited.
PY - 2019/8/2
Y1 - 2019/8/2
N2 - Purpose: Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions. Design/methodology/approach: Drawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey. Findings: This paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit. Practical implications: This study is of potential benefit to researchers, government agencies and those responsible for nation branding. Originality/value: This study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).
AB - Purpose: Despite the recognisable importance of nation brand websites, they have seemingly not been the focus of dialogic communication interrogations of marketing and communications scholars. This paper is one of the initial attempts to address such research lacuna. The paper aims to examine the dialogic potential of the Brand South Africa website and its effect on the country’s image, as well as the impact of this image on consumers’ (tourists) visiting intentions. Design/methodology/approach: Drawing from the dialogic communication and impression management theories, the authors applied partial least squares structural equation modelling (PLS-SEM) to analyse data solicited from 672 participants via an electronic survey. Findings: This paper demonstrates that the dialogic communication principles of the Brand South Africa website have positive influences on the image impression of South Africa. Country image impression was also found to have a significant effect on intentions to visit. Practical implications: This study is of potential benefit to researchers, government agencies and those responsible for nation branding. Originality/value: This study contributes to marketing and tourism literatures, by drawing on theories of dialogic communication principles and impression management, to fill the gap regarding the effect of nation brand websites on country image impression and visiting intention of consumers (tourists).
KW - Dialogic communication
KW - Emerging market
KW - Impression management
KW - Nation branding
KW - South Africa
KW - Website
UR - http://www.scopus.com/inward/record.url?scp=85073258197&partnerID=8YFLogxK
U2 - 10.1108/EBR-12-2016-0168
DO - 10.1108/EBR-12-2016-0168
M3 - Article
AN - SCOPUS:85073258197
SN - 0955-534X
VL - 31
SP - 569
EP - 584
JO - European Business Review
JF - European Business Review
IS - 5
ER -