Research

Podcasts in destination marketing

Marisa Loderer surveyed over 400 people on the influence of a destination podcast on the perceived destination image and their travel intentions.

Final thesis: Marisa Loderer (2023)

Why is this topic relevant for the Tyrolean tourism industry?

Marisa Loderer: There is a clear increase in interest in audiovisual content in digital consumer behavior. This trend is having an impact on the tourism industry - including in Tyrol. Podcasts have become a means of sharing information about travel destinations. For podcast operators such as InnsbruckTourismus, the medium enables a direct approach to the relevant target group and represents an opportunity to meet their specific interests. Podcast content can be told in an authentic way, create trust and increase loyalty to the destination. As a result, the destination image can be positively influenced, which can also increase the intention of listeners to travel. It is precisely this influence of an audio podcast on the image and travel intention that I examined in my master's thesis using the case study of the destination Innsbruck and questioned the role of podcasts for marketing purposes. The destination podcast, which has been operated by InnsbruckTourismus since March 2020, can be found on the official website and on all common audio platforms.

What are the key findings of your work and what significance do they have for tourist destinations and businesses?

Marisa Loderer: In order to investigate how the content of a destination podcast affects the destination image and the intention to travel, podcast content from "The Innsbruck Podcast" served as stimuli after exposure to which a possible change in attitude takes place. Thus, the destination Innsbruck was already perceived positively by the study participants before exposure to the podcast content. The results show that the information source destination podcast has a significantly positive influence on the cognitive image, the affective image and the overall image of Innsbruck. Subsequently, the intention to travel is also positively influenced. As relevant influencing factors on the destination image, a higher level of education of the participants leads to a more positive evaluation, whereas a higher age leads to a more negative destination image perception.

Running a destination podcast therefore appears to be a promising way of increasing awareness of the destination by reaching a larger target group. The content listened to can help to influence consumers' travel decisions. As an intimate bridging medium, podcasts can also lead to improved tourism experiences. In a tourism industry as competitive as the one that prevails in Tyrol, running a destination podcast can therefore be an innovative and relevant marketing method that provides a competitive advantage in the long term as a unique selling point.

Abbildung 1: Forschungsmodell der Masterarbeit, © Marisa Loderer

What specific recommendations for action do you make in your Master's thesis?

Marisa Loderer: In principle, a destination podcast can be an effective addition to a destination's marketing strategy. Podcasts can enrich the written offer of a tourism organization - this strategy not only helps to retain traditional audiences, but also to attract new consumers.

The master's thesis challenges tourist destinations - in this case the DMO InnsbruckTourismus - to critically compare the effort involved in podcasting and the results achieved. Some relevant aspects to be considered are the target group and whether it is reached by the podcast. Furthermore, it should be questioned whether the destination can be presented in a unique way through authentic storytelling. Reach and visibility are also crucial for the success of a destination podcast, which requires suitable distribution channels. Finally, the production of a podcast requires time and continuous effort on the part of the operators. Only if the necessary resources are available is it possible to positively influence the destination's image. Ultimately, it is important to establish the measurability of success. A success measurement strategy and the receipt of active feedback from the audience should be guaranteed.

Basically, the effort required to run a destination podcast depends on the individual situation and position of the destination marketing organization. Finally, it should be emphasized that the use of a destination podcast should be structured and that podcast content should be produced to a high quality and fit the brand and the overall image of the destination.

Marisa Loderer

Born in Munich, she came to Tyrol in 2018 to study for a Bachelor's degree in Sport, Culture and Event Management at the FH Kufstein. As part of her internship semester, she moved to Innsbruck, where she subsequently completed a Master's degree in Entrepreneurship and Tourism with a focus on Marketing Management at MCI. During her studies, Marisa Loderer gained valuable experience in event management and online marketing at a digital agency in Innsbruck.

Marisa Loderer on LinkedIn

Master's thesis supervisor: FH-Prof. MMag. Raphaela Stadler, PhD

Related Files

Master thesis poster

Master thesis abstract

Thesis

Destination management

Marketing

Innovation

MCI Tourism

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