Leveraging minority language in destination online marketing: Evidence from Alta Badia, Italy

This research investigates tourists’ reactions and perceptions about content-specific elements such as minority languages found on destination websites and social media accounts. Via an experimental study in the context of the Ladin minority of South Tyrol (Italy), the aim is to provide a greater understanding of online destination marketing, destination brand image, and social media engagement. The key contribution of this paper is that is reveals the explanatory mechanism of minority language text element effects on consumer response. We specifically show that perceived place authenticity and the emotional brand experience serve as mediating variables. These results are important for online destination marketing in how content-specific elements like minority languages contribute to a higher destination brand image as well as online media engagement through the mediation of perceived place authenticity and emotional brand experience. Promotional material that highlights a minority language is fundamental for minority destinations. •Minority language text elements are perceived as content-specific elements by tourists.•Content-specific elements in multi-channel destination environments contribute to higher positive destination brand image.•Content-specific elements in multi-channel destination environments contribute to higher online media engagement.•The relationship is mediated by perceived place authenticity and emotional brand experience.•Destinations should include content-specific elements in their multi-channel marketing environments.