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Exploring word-of-mouth: The impact of social interaction, attitudes and video ad design in tourist behaviour

2025-03-11Comunicação em conferência Acesso aberto
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dc.contributor.authorSantos, Sara
dc.contributor.authorVasconcelos, Maria
dc.contributor.authorFerreira, Sónia
dc.contributor.authorAugusto, Luísa
dc.contributor.authorSanto, Pedro Espírito
dc.date.accessioned2026-04-17T15:52:11Z
dc.date.available2026-04-17T15:52:11Z
dc.date.issued2025-03-11en_US
dc.date.updated2026-04-16T14:18:49Z
dc.description.abstract: Internet travel advertising shapes and influences consumer behaviour and purchase decisions. The quality and form of the messages conveyed through these advertisements directly impact customer purchasing intent. Considering the information-intensive nature of the tourism industry and the growing significance of online platforms in destination marketing, web-based advertising has emerged as a popular method for promoting travel products to consumers. The initial perception of the destination showcased in the ad, and its presentation can substantially influence social interactions and ultimately affect how information about it is shared among acquaintances, both online and offline. By creating persuasive and captivating ads, marketers have the power to influence consumer behaviour profoundly and arouse their interest in various destinations. Therefore, this study focuses on the interactions between attitude towards the region, advertising design, and social interaction and how these can affect word-of-mouth behaviours in tourism promotional videos. The study collects 906 responses and examines the data using a structural equation model. For this purpose, a quantitative methodology using the SMART-PLS program was used. This study's findings highlight the importance of social interaction in spreading word-of-mouth, emphasising the crucial role of captivating visual design in creating positive associations with the brand. In addition, the mediating role of social interaction has also proved essential in the influence of visual design in ads on the spread of word-of-mouth among video viewers. These results are essential for marketing professionals, providing indispensable guidelines for creating persuasive and impactful content in tourism promotion videospor
dc.description.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.slugcv-prod-4615621
dc.identifier.urihttp://hdl.handle.net/10400.19/9831
dc.language.isoN/Apor
dc.publisherAcademic Conferences International LimitedReadingen_US
dc.relationPIDI/CISeD/002/2022en_US
dc.rights.uriN/A
dc.subjectAttitude Towards the Region
dc.subjectAdvertising Design
dc.subjectSocial Interaction
dc.subjectWord-Of-Mouth
dc.subjectTourism Promotional Videos
dc.titleExploring word-of-mouth: The impact of social interaction, attitudes and video ad design in tourist behaviouren_US
dc.typeconference paperen_US
dspace.entity.typePublication
oaire.citation.conferencePlaceÁfrica do Sulen_US
oaire.citation.endPage363
oaire.citation.startPage356
oaire.citation.titleProceedings of the 7th International Conference on Tourism Research
person.familyNameSantos
person.familyNameFerreira
person.familyNameAugusto
person.familyNameSanto
person.givenNameSara
person.givenNameSónia
person.givenNameLuísa
person.givenNamePedro Espírito
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.ciencia-id961B-514E-F239
person.identifier.ciencia-id8115-8053-06FA
person.identifier.ciencia-idE41B-D54C-75E7
person.identifier.orcid0000-0002-3581-6478
person.identifier.orcid0000-0003-0664-1039
person.identifier.orcid0000-0001-9117-4775
person.identifier.orcid0000-0001-8924-7912
person.identifier.scopus-author-id57213160598
rcaap.cv.cienciaid961B-514E-F239 | Sónia Ferreira
rcaap.rightsopenAccessen_US
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublicationbbf46095-efc1-488f-af7d-4fc6c4c1633b
relation.isAuthorOfPublication50abf7fb-c263-4c25-b510-25c4c99a0d5b
relation.isAuthorOfPublication.latestForDiscovery2bda986a-1487-41b1-bb7d-5e70731c47cd

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