Online Allies? Exploring Black Travelers' Perceptions of DMO Social Advocacy Statements

dc.contributor.authorTucker, Charis N.en
dc.contributor.authorMcGehee, Nancy G.en
dc.contributor.authorLamoureux, Kristin M.en
dc.date.accessioned2025-02-04T13:34:54Zen
dc.date.available2025-02-04T13:34:54Zen
dc.date.issued2024-11-25en
dc.description.abstractMany U.S. destination marketing organizations (DMOs) have utilized social media to express support for the Black community amidst the Black Lives Matter racial justice movement. Current research lacks insight into ways in which Black travelers judge these efforts known as advocacy statements. This study uses a 2 × 2 experimental design to examine how Black travelers evaluate various forms of statements. Additionally, this work explores the mediating role of relational legitimacy between advocacy statements and behavioral intentions and finds it to be significant. Black travelers in this study find statements containing both an image and text to be the most appropriate form of digital social advocacy. Organizations can leverage these findings to create effective advocacy campaigns that go beyond performative acts and reflect substantive policies and strategies.en
dc.description.versionAccepted versionen
dc.format.extent18 page(s)en
dc.format.mimetypeapplication/pdfen
dc.identifier.doihttps://doi.org/10.1177/00472875241294235en
dc.identifier.eissn1552-6763en
dc.identifier.issn0047-2875en
dc.identifier.orcidLamoureux, Kristin [0000-0002-6662-5594]en
dc.identifier.orcidTucker, Charis [0000-0003-2318-241X]en
dc.identifier.urihttps://hdl.handle.net/10919/124484en
dc.language.isoenen
dc.publisherSageen
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectblack travelen
dc.subjectdigital advocacyen
dc.subjectlegitimacyen
dc.subjectracial justiceen
dc.subjectsocial mediaen
dc.titleOnline Allies? Exploring Black Travelers' Perceptions of DMO Social Advocacy Statementsen
dc.title.serialJournal of Travel Researchen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherArticleen
dcterms.dateAccepted2024-09-10en
pubs.organisational-groupVirginia Techen
pubs.organisational-groupVirginia Tech/Pamplin College of Businessen
pubs.organisational-groupVirginia Tech/Pamplin College of Business/Hospitality and Tourism Managementen
pubs.organisational-groupVirginia Tech/All T&R Facultyen
pubs.organisational-groupVirginia Tech/Pamplin College of Business/PCOB T&R Facultyen
pubs.organisational-groupVirginia Tech/Graduate studentsen
pubs.organisational-groupVirginia Tech/Graduate students/Doctoral studentsen
pubs.organisational-groupVirginia Tech/Pamplin College of Business/PCOB doctoral studentsen

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