In the realm of digital consumer behavior, there is a growing interest in audio content marketing, which has significant implications for the tourism industry. Destination marketing is pivotal in shaping a destination's image, making it essential to understand the role of tourism podcasts in marketing efforts. The purpose of this study is to examine the impact of podcasts operated by destination marketing organizations on the perceived destination image and travel intentions of podcast listeners. Quantitative data was collected through an online questionnaire (n = 413). Participants rated the destination on image and travel intention, listened to a podcast stimulus, and then rated the destination on image and travel intention a second time. The findings reveal that participants had a better perceived image of the destination after listening to the podcast than before, and this positively influenced their travel intentions. The paper discusses the practical implications of utilizing destination podcasts as an effective addition to a destination's marketing strategy, alongside a critical evaluation of the operational effort required.

中文翻译：

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聆听您的目的地：播客在目的地营销中的使用

在数字消费者行为领域，人们对音频内容营销的兴趣日益浓厚，这对旅游业具有重大影响。目的地营销对于塑造目的地形象至关重要，因此了解旅游播客在营销工作中的作用至关重要。本研究的目的是检查目的地营销组织运营的播客对播客听众感知目的地形象和旅行意图的影响。通过在线问卷收集定量数据 （n = 413）。参与者根据图像和旅行意图对目的地进行评分，收听播客刺激，然后根据图像和旅行意图对目的地进行第二次评分。研究结果表明，参与者在收听播客后对目的地的感知形象比以前更好，这对他们的旅行意图产生了积极影响。本文讨论了利用目的地播客作为目的地营销策略的有效补充的实际意义，以及对所需运营工作的批判性评估。