| 研究課題/領域番号 |
24K22627
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| 研究種目 |
研究活動スタート支援
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| 配分区分 | 基金 |
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| 審査区分 |
0107:経済学、経営学およびその関連分野
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| 研究機関 | 北海道大学 |
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研究代表者 |
ONG YI・XUAN 北海道大学, メディア・コミュニケーション研究院, 講師 (11000399)
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| 研究期間 (年度) |
2024-07-31 – 2026-03-31
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| 研究課題ステータス |
交付 (2024年度)
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| 配分額 *注記 |
2,730千円 (直接経費: 2,100千円、間接経費: 630千円)
2025年度: 1,170千円 (直接経費: 900千円、間接経費: 270千円)
2024年度: 1,560千円 (直接経費: 1,200千円、間接経費: 360千円)
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| キーワード | negative frame / trustworthiness / influencer sincerity / advertising disclosure / effectiveness / Overtourism / Social Media Influencer / Destination Marketing / Consumer Behaviour / Sustainability |
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| 研究開始時の研究の概要 |
As destination management/marketing organizations (DMOs) in Japan are working to
recover in the post-pandemic era, they face the consequences of overtourism and challenges in managing destinations sustainably. This study takes an experimental approach targeting top inbound tourist markets to Japan to (1) understand their perceptions of overtourism in Japan and (2) examine the mechanisms of sustainable SMI marketing in alleviating destinations with overtourism by promoting less-known destinations and pro-environmental travel behaviors.
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| 研究実績の概要 |
1. Literature Review, Survey Design and Pilot Study has been executed smoothly. 2. A total of 2 conference paper (refereed), has been submitted and accepted, with one conference presentation completed in December at the TTRA Apac 2024 International Conference. The second conference presentation is scheduled to take place at Busan, South Korea from 7 - 9 July, at the 30th Asia Pacific Tourism Association Conference. 3. The first manuscript is expected currently being written and to be submitted by June to the Journal of Travel and Tourism Marketing. 4. Data Collection for the main study is in progress.
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| 現在までの達成度 |
現在までの達成度
2: おおむね順調に進展している
理由
Preliminary study has been completed with significant findings, lending support for the main study which is in data collection stage. In addition to the 2 conference presentations and working papers, 1 full manuscript is being written for submission to a top-tiered journal by June.
Based on the preliminary study, we have achieved the following key insights, answering RQ1 and RQ2 of the research: 1. People who have been to Japan has a higher awareness of overtourism situation in the country, which would motivate them to travel to the lesser known destinations. 2. Negatively-framed SMI content are more likely to inspire followers of influencers to follow them to travel to the lesser-known destinations 3. SMI content with no PR/advertising disclosure are perceived to be as more trustworthy and sincere, resulting in greater effectiveness of the promotion.
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| 今後の研究の推進方策 |
Currently, we are collecting data from the main study where analysis will take place immediately right after. Manuscript writing and presentations at international conferences this year are currently planned to ensure successful achievement of proposed research.
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