Promoting a risky destination image: Assessing Indonesia’s official tourism website

Authors

  • Imam Syafganti Department of Communication Studies, University of Antwerp Department of Business Administration, State Polytechnic of Jakarta
  • Michel Walrave Department of Communication Studies University of Antwerp

Keywords:

destination marketing, tourism website, cognitive image, affective image, Indonesia

Abstract

This study investigated the impact of the official tourism website of Indonesia (a risky destination), on image, risk, and intention to visit. Additionally, the impact of the persuasiveness of the website's design on attitude toward the website was also examined. A one-group pre-test/post-test design was applied and exposure towards the website considered as a treatment. Results showed that exposure to the website was only effective in enhancing the cognitive image of the destination, but not for other variables. Surprisingly, the perceived risk increased significantly after the treatment. Implications related to the persuasiveness and content of the tourism website are discussed.

Author Biographies

  • Imam Syafganti, Department of Communication Studies, University of Antwerp Department of Business Administration, State Polytechnic of Jakarta

    Imam Syafganti is a Ph.D. student at the Department of Communication Studies. He mainly studies e-marketing and marketing communication. His Ph.D. investigate online marketing communication within the context of Indonesia as a tourism destination.

  • Michel Walrave, Department of Communication Studies University of Antwerp

    Michel Walrave is a professor at the Department of Communication Studies of the University of Antwerp. He is responsible for the research group MIOS. He is also involved in several national and international research networks, amongst others, the Flemish Knowledge Center on Media Literacy, the Healthnar network, and the World Internet Project.

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Published

2019-08-20

Issue

Vol. 16 No. 6 (2019)

Section

Articles

License

e-Review of Tourism Research (eRTR) is an international electronic bulletin for tourism research (ISSN:1941-5842). It comprises current tourism research articles, commentaries and reviews by industry professionals. The materials are provided for the personal noncommercial use of registered users of the eRTR, free to individuals and institutions. Copies of articles may be distributed for research or educational purpose, free of charge and without permission. However, commercial use of the eRTR or the articles contained herein is expressly prohibited without the written consent of the publisher.

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How to Cite

“Promoting a risky destination image: Assessing Indonesia’s official tourism website” (2019) e-Review of Tourism Research, 16(6). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/437 (Accessed: 18 September 2024).

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