TY  - JOUR
T1  - PROMOTIONAL TOURISM VIDEOS: EXAMINING THE ROLE OF FAMILIARITY, ATTITUDE, AND WORD-OF-MOUTH TOWARDS THE REGION
AU  - Ferreira, Sónia Almeida
AU  - Santos, Sara
AU  - Augusto, Luísa
AU  - Espírito Santo, Pedro
AU  - Vasconcelos, Maria
PY  - 2024
DA  - May
Y2  - 2024
DO  - 10.5281/zenodo.11002206
JF  - IJAEDU- International E-Journal of Advances in Education
JO  - IJAEDU
PB  - OCERINT International Organization Center of Academic Research
WT  - DergiPark
SN  - 2411-1821
SP  - 26
EP  - 34
VL  - 10
IS  - 27 & 28 -Joint Issue
LA  - en
AB  - After the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be considered in tourism. Since tourism is based on experiences and familiarity with destinations is reinforced by accumulated experiences, studying the effects of familiarity on tourists' intention to word-of-mouth would be relevant. Furthermore, given that the attitude towards the region visited comprises cognitive and affective dimensions, it would be relevant to analyse the effects of the attitude towards the region on the intention to word-of-mouth. In this sense, this study sought to analyse the determining factors of word-of-mouth in tourism. To this end, a quantitative, cross-sectional survey was carried out, for which data was collected through a questionnaire from a sample of 906 tourists using the Smart PLS software. The results showed that familiarity with the region and attitudes towards the region is essential in tourists' intention to WOM. Therefore, this study supports the idea that tourist destinations should welcome tourists in the best way possible by providing them with greater familiarity with the region so that, through the word-of-mouth generated, it is possible to attract more tourists.
KW  - word-of-mouth
KW  - attitude towards the region
KW  - place familiarity
KW  - tourism
KW  - destinations
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UR  - https://doi.org/10.5281/zenodo.11002206
L1  - https://dergipark.org.tr/en/download/article-file/3717719
ER  -