EMPLOYING PATRIOTISM AND NATIONALISM IN DESTINATION CRISIS COMMUNICATION STRATEGY FOR THE PANDEMIC
2
Issued Date
2024-01-01
Resource Type
ISSN
08580855
Scopus ID
2-s2.0-85184490390
Journal Title
ABAC Journal
Volume
44
Issue
1
Start Page
1
End Page
24
Rights Holder(s)
SCOPUS
Bibliographic Citation
ABAC Journal Vol.44 No.1 (2024) , 1-24
Suggested Citation
Talawanich S., Pongwat A. EMPLOYING PATRIOTISM AND NATIONALISM IN DESTINATION CRISIS COMMUNICATION STRATEGY FOR THE PANDEMIC. ABAC Journal Vol.44 No.1 (2024) , 1-24. 24. doi:10.59865/abacj.2024.2 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/97203
Title
EMPLOYING PATRIOTISM AND NATIONALISM IN DESTINATION CRISIS COMMUNICATION STRATEGY FOR THE PANDEMIC
Author(s)
Corresponding Author(s)
Other Contributor(s)
Abstract
This research primarily aims to investigate the implementation of patriotism and nationalism crisis communication strategies when destination marketers wish to attract domestic tourists to resume their travel consumption following the COVID-19 pandemic. The focal point of the investigation is to explain the mechanisms occurring in potential domestic tourists after communication via this strategy. The research objectives were set to test the causal relationships among destination reputation, trust, intentions to conduct secondary crisis communication, and visit intentions. Data were gathered from 546 potential Thai tourists via a survey questionnaire, with Phuket, Thailand, selected as the crisis scenario. Findings were analyzed via structural equation modeling and suggest that only trust positively impacts intentions to conduct secondary crisis communication. In contrast, visit intentions were positively affected by multiple influential factors (i.e., destination reputation, trust, and intentions to conduct secondary crisis communication). The findings yield suggestions on how to design and enhance the patriotism and nationalism messages to ensure a high level of visit intentions and intentions to conduct secondary crisis communication, for concerned practitioners who are responsible for destination marketing in the post-pandemic time when domestic tourists have become one of the primary and crucial target customers.