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The impact of photographs on the on-line marketing for tourism: The case of Japanese-style inns

Jimura, T and Lee, T The impact of photographs on the on-line marketing for tourism: The case of Japanese-style inns. Journal of Vacation Marketing. ISSN 1356-7667 (Accepted)

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Abstract

This paper examines the impact of the use of photographs in on-line marketing for tourism through a case study based in Japanese-style inns. Nowadays, most Japanese-style inns present photographs of what they think are their key appealing elements on their own social networking and/or video/photo-sharing websites, while guests upload their photographs and write comments on travel or social networking websites and/or on the websites of e-travel agents. Through the medium of ‘netnography’ this research has identified that the photographs presented on-line by Japanese-style inns can affect guests’ decision-making processes and/or expectations in both a positive and negative way, and eWOM can work together with the photographs to influence prospective guests.

Item Type: Article
Uncontrolled Keywords: 1506 Tourism, 1505 Marketing
Subjects: T Technology > TR Photography
G Geography. Anthropology. Recreation > G Geography (General) > G149 Travel. Voyages and travels (General) > G154.9 Travel and state. Tourism
Divisions: Business & Management (new Sep 19)
Publisher: SAGE Publications
Related URLs:
Date Deposited: 13 Feb 2020 09:29
Last Modified: 13 Feb 2020 09:30
URI: http://researchonline.ljmu.ac.uk/id/eprint/12249

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