Dual Routes of Persuasion in Tourism: Building Marine Destination Image Through The Elaboration Likelihood Model

Key Points

• The study demonstrates that the elaboration likelihood model influences marine destination image.
• Key evidence shows the dual routes of persuasion can enhance tourists' perceptions effectively.
• Assessment using the elaboration likelihood model highlights strategies guiding tourism marketing efforts.
• Findings suggest that understanding persuasion routes may enhance marine tourism appeal.

Abstract