TRSM Research Seminar by Dr. Wayne Smith

Title: Exploring the Effect of Non-Traditional, Narrative Tourism Advertisements on Perceptions of Authenticity and Future Tourism intentions among Potential Repeat Visitors.

Description: Non-traditional tourism advertisements are defined as advertisements that focus on non-traditional experiences and associations not previously associated with a location. Using two non-traditional tourism video advertisements for a major U.S. city, we investigate how an individual’s prior experience with the city affects advertisement consequences, including perceptions of ad authenticity and future tourism intentions. Our findings suggest that prior experience with a destination significantly affects both perceptions of ad authenticity and future tourism intentions due to viewing a non-traditional advertisement. We further find evidence that storytelling is an effective promotional tool that can enhance consumer reaction to non-traditional advertisements through identification and transportation into the narrative story.  Viewers with previous experience were more likely to identify with the character in the advertisement and be transported into the story, leading to more positive perceptions of authenticity and subsequently increased future tourism intentions.

Speaker Bio: Wayne W. Smith is a Professor in the Ted Rogers School of Hospitality and Tourism Management.  He is the editor of the Journal of Teaching in Travel and Tourism and a member of six other editorial boards.  He is a winner of the Golden Pineapple and the Charles R. Goeldner Article fo Excellence.  His research centres on consumer behaviour and policy in relation to travel and tourism.