Nav: Home

London calling! Travelers seek 'trust' in holiday destinations

August 08, 2018

Tourists considering overseas travel 'trust' a destination like London would provide a positive experience, says new research from QUT researchers.

Consumer behaviour experts from QUT Business School investigated the effectiveness of the official tourism website, Visit London, for tourists choosing the city as a destination to explore.

Their findings, published in the Journal of Strategic Marketing, have implications for the global travel industry amid an emerging trend to 'personify' places to build long-term bonds with tourists.

Professor Brett Martin said the research investigated psychology in tourism and the same principles could be applied other tourism-related websites.

"The key is to generate trust," Professor Martin said. "People who are looking online at holiday information need to trust the information.

"If they do, then they have a more positive attitude towards the destination.

"This is more important than making people feel happy."

Professor Brett Martin said study participants were told to imagine London as a person and rate what human characteristics they thought would represent the UK capital.

The survey of 515 ready-to-travel Australians rated London as a destination based on its vibrancy, contemporary, competence, sophistication and sincerity.

Professor Martin said the results showed London as a brand destination that was trusted, and as a result more desirable for tourists to invest their holiday dollars.

He said trust was created when a destination showed aspects of competence such as success, leadership, confidence, independent and intelligent.

"It turns out that when people regard a destination as competent they see the tourist organisation as more trustworthy," he said.

"This is more important than showing images that are unique and glamorous," he said.

Professor Martin said holiday destinations which conveyed an individual brand personality could create a set of particular associations in the tourist's mind and influence their choice to visit or not.

"The takeaway for managers is to think about a destination as a person and ask what sort of personality should be conveyed, then promote competence and communicate trustworthiness," he said.

"A glossy picture or a logo doesn't carry as much weight for tourists making a decision whether to visit a destination or not," Professor Martin said.

It's estimated 20 million international visitors flock to London every year.
-end-
The research was co-authored by QUT's Dr Hyun Seung Jin.

A pdf of the journal article can be provided upon request.

MEDIA CONACT: media@qut.edu.au

Queensland University of Technology

Related Research Articles:

More Research News and Research Current Events

Best Science Podcasts 2019

We have hand picked the best science podcasts for 2019. Sit back and enjoy new science podcasts updated daily from your favorite science news services and scientists.
Now Playing: TED Radio Hour

Rethinking Anger
Anger is universal and complex: it can be quiet, festering, justified, vengeful, and destructive. This hour, TED speakers explore the many sides of anger, why we need it, and who's allowed to feel it. Guests include psychologists Ryan Martin and Russell Kolts, writer Soraya Chemaly, former talk radio host Lisa Fritsch, and business professor Dan Moshavi.
Now Playing: Science for the People

#538 Nobels and Astrophysics
This week we start with this year's physics Nobel Prize awarded to Jim Peebles, Michel Mayor, and Didier Queloz and finish with a discussion of the Nobel Prizes as a way to award and highlight important science. Are they still relevant? When science breakthroughs are built on the backs of hundreds -- and sometimes thousands -- of people's hard work, how do you pick just three to highlight? Join host Rachelle Saunders and astrophysicist, author, and science communicator Ethan Siegel for their chat about astrophysics and Nobel Prizes.