Promoting a risky destination image: Assessing Indonesia’s official tourism website
Keywords:destination marketing, tourism website, cognitive image, affective image, Indonesia
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.
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