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‘Dream now, travel later': pre-travel online destination experiences on destination websites

Research output: Journal contributions › Journal articles › Research › peer-review

Standard

‘Dream now, travel later': pre-travel online destination experiences on destination websites. / Köchling, Anne.
In: Journal of Qualitative Research in Tourism, Vol. 1, No. 1, 11.2020, p. 51-72.

Research output: Journal contributions › Journal articles › Research › peer-review

Harvard

Köchling, A 2020, '‘Dream now, travel later': pre-travel online destination experiences on destination websites', Journal of Qualitative Research in Tourism, vol. 1, no. 1, pp. 51-72. https://doi.org/10.4337/jqrt.2020.01.03

APA

Köchling, A. (2020). ‘Dream now, travel later': pre-travel online destination experiences on destination websites. Journal of Qualitative Research in Tourism, 1(1), 51-72. https://doi.org/10.4337/jqrt.2020.01.03

Vancouver

Köchling A. ‘Dream now, travel later': pre-travel online destination experiences on destination websites. Journal of Qualitative Research in Tourism. 2020 Nov;1(1):51-72. doi: 10.4337/jqrt.2020.01.03

Bibtex

@article{d5d1110c369341f9974d273d49869863,
title = "{\textquoteleft}Dream now, travel later': pre-travel online destination experiences on destination websites",
abstract = "Destination marketing organisations (DMOs) seek to provide positive pre-travel online destination experiences (ODEs) to attract tourists. Thereby, DMOs understand official destination websites (ODWs) as central sources of information influencing tourists{\textquoteright} travel decisions. Although experiential marketing theory postulates that customers are reached through sensory, affective, intellectual, behavioural or social experiences, this theory has rarely been applied to analysing tourist experiences on ODWs. Past research and theories remain similar to models from product brands, yet fail to acknowledge the peculiarities of destination experiences. This research explores how users of ODWs experience unfamiliar tourist destinations in the pre-travel phase. To gain a deeper understanding of the nature of ODEs on ODWs, a qualitative multi-method study was conducted involving eye-tracking, retrospective think-aloud protocols, semi-structured interviews and video observations with 15 German millen­nials selected via purposeful sampling. Data was analysed in a qualitative directed content analysis following an abductive approach. Findings expand on previous theory by adding a spatio-temporal experience dimension. In the pre-travel phase, potential tourists explore the spatio-temporal accessibility of expected experiences and the experience density in the destin­ation. Furthermore, this research provides new insights into the different dimensions of ODEs and proposes an advanced conceptual framework.",
keywords = "experiential mar-keting, millennials, multi-method approach, official destination website, online destination experience, pre-travel phase, Tourism studies, Business psychology",
author = "Anne K{\"o}chling",
note = "Publisher Copyright: {\textcopyright} 2020 Edward Elgar Publishing Ltd.",
year = "2020",
month = nov,
doi = "10.4337/jqrt.2020.01.03",
language = "English",
volume = "1",
pages = "51--72",
journal = "Journal of Qualitative Research in Tourism",
issn = "2632-9670",
publisher = "Edward Elgar Publishing",
number = "1",

}

RIS

TY - JOUR

T1 - ‘Dream now, travel later'

T2 - pre-travel online destination experiences on destination websites

AU - Köchling, Anne

N1 - Publisher Copyright: © 2020 Edward Elgar Publishing Ltd.

PY - 2020/11

Y1 - 2020/11

N2 - Destination marketing organisations (DMOs) seek to provide positive pre-travel online destination experiences (ODEs) to attract tourists. Thereby, DMOs understand official destination websites (ODWs) as central sources of information influencing tourists’ travel decisions. Although experiential marketing theory postulates that customers are reached through sensory, affective, intellectual, behavioural or social experiences, this theory has rarely been applied to analysing tourist experiences on ODWs. Past research and theories remain similar to models from product brands, yet fail to acknowledge the peculiarities of destination experiences. This research explores how users of ODWs experience unfamiliar tourist destinations in the pre-travel phase. To gain a deeper understanding of the nature of ODEs on ODWs, a qualitative multi-method study was conducted involving eye-tracking, retrospective think-aloud protocols, semi-structured interviews and video observations with 15 German millen­nials selected via purposeful sampling. Data was analysed in a qualitative directed content analysis following an abductive approach. Findings expand on previous theory by adding a spatio-temporal experience dimension. In the pre-travel phase, potential tourists explore the spatio-temporal accessibility of expected experiences and the experience density in the destin­ation. Furthermore, this research provides new insights into the different dimensions of ODEs and proposes an advanced conceptual framework.

AB - Destination marketing organisations (DMOs) seek to provide positive pre-travel online destination experiences (ODEs) to attract tourists. Thereby, DMOs understand official destination websites (ODWs) as central sources of information influencing tourists’ travel decisions. Although experiential marketing theory postulates that customers are reached through sensory, affective, intellectual, behavioural or social experiences, this theory has rarely been applied to analysing tourist experiences on ODWs. Past research and theories remain similar to models from product brands, yet fail to acknowledge the peculiarities of destination experiences. This research explores how users of ODWs experience unfamiliar tourist destinations in the pre-travel phase. To gain a deeper understanding of the nature of ODEs on ODWs, a qualitative multi-method study was conducted involving eye-tracking, retrospective think-aloud protocols, semi-structured interviews and video observations with 15 German millen­nials selected via purposeful sampling. Data was analysed in a qualitative directed content analysis following an abductive approach. Findings expand on previous theory by adding a spatio-temporal experience dimension. In the pre-travel phase, potential tourists explore the spatio-temporal accessibility of expected experiences and the experience density in the destin­ation. Furthermore, this research provides new insights into the different dimensions of ODEs and proposes an advanced conceptual framework.

KW - experiential mar-keting

KW - millennials

KW - multi-method approach

KW - official destination website

KW - online destination experience

KW - pre-travel phase

KW - Tourism studies

KW - Business psychology

UR - http://www.scopus.com/inward/record.url?scp=85118833385&partnerID=8YFLogxK

U2 - 10.4337/jqrt.2020.01.03

DO - 10.4337/jqrt.2020.01.03

M3 - Journal articles

VL - 1

SP - 51

EP - 72

JO - Journal of Qualitative Research in Tourism

JF - Journal of Qualitative Research in Tourism

SN - 2632-9670

IS - 1

ER -

DOI

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