Online Allies? Exploring Black Travelers’ Perceptions of DMO Social Advocacy Statements
通过实验研究黑人旅行者如何评价目的地营销组织在社交媒体上支持黑人社区的倡导声明，发现图文并茂的声明最受认可，且关系合法性在声明与行为意向之间起中介作用。
Many 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.