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

How to Cite

Syafganti, I. and Walrave, M. (2019) “Promoting a risky destination image: Assessing Indonesia’s official tourism website”, e-Review of Tourism Research, 16(6). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/437 (Accessed: 16January2021).

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Articles