Sustainable attitudes: Protecting tourism with inoculation messages

Bobi Ivanov, Lindsay L. Dillingham, Kimberly A. Parker, Stephen A. Rains, Molly Burchett, Sarah Geegan

Research output: Contribution to journalArticlepeer-review

17 Scopus citations


This study explored the potential of inoculation messages to protect the pro-destination attitudes of potential tourists. As this study argues, much research has focused on the promotion of destination images, sustainable tourism, and more recently the impact of Tourism 2.0 (i.e., hyper connected, multidimensional consumer knowledge sharing across social media platforms) on the industry. Yet, little attention has been given to communication strategies designed to pre-emptively protect tourist attitudes from negative online peer reviews. Therefore, via a three-phase experiment the current investigation explored the impact of different (i.e., no message, supportive, and inoculation) communication message strategies on tourist pro-destination attitudes when faced with a negative peer review of the destination on social media. Results indicate that for participants exposed to negative peer reviews presented via social media inoculation messages protected pro-destination attitudes better than other message types.

Original languageEnglish
Pages (from-to)26-34
Number of pages9
JournalAnnals of Tourism Research
StatePublished - Nov 2018

Bibliographical note

Publisher Copyright:
© 2018 Elsevier Ltd


  • Destination image
  • Inoculation
  • Persuasion
  • Social media
  • Sustainability
  • Tourism marketing

ASJC Scopus subject areas

  • Development
  • Marketing
  • Business and International Management
  • Tourism, Leisure and Hospitality Management


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