Journal
JOURNAL OF TRAVEL RESEARCH
Volume 54, Issue 4, Pages 528-542Publisher
SAGE PUBLICATIONS INC
DOI: 10.1177/0047287514522873
Keywords
destination websites; website localization; website design; cultural values
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Funding
- Department of Marketing of the University of Otago
- Myth Branding and Digital Agency
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The present study contributes to the current localization literature by revealing the effects of localizing cultural values on tourism destination websites on users' destination image and willingness to travel. Reporting on two tests, the first is an analysis of the depiction of cultural values on 48 New Zealand, 36 Indian, and 46 Chinese destination sites. Results indicate significant differences in the cultural values exposed among the three countries. The second study reports on an experiment requiring 400 New Zealand participants to visit four versions of a fictitious experimental destination website. Commensurate with motivations for holiday tourism, results indicate that the depiction of incongruent cultural values to a target audience on destination websites generates a more positive destination image and greater willingness to travel, contradicting the current localization literature. Finally, managerial implications are also discussed.
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