The impact of podcast guest–host destination interactions on viewers’ inspiration and sharing intentions: the role of parasocial interaction
Iddrisu Mohammed, Dan Duku Dankwa, Wilson Kwaku NimsaahPurpose
Despite the evolving rise of podcast guest–host interactions about destinations, research seeking to illuminate this phenomenon is limited. Hence, this study investigates how podcast guest–host interactions lead to viewer interest, inspirations and intention to share. The moderating role of parasocial interaction, a term characterising one-sided relationships where a viewer develops a sense of connection with the media figure, was also examined.
Design/methodology/approach
This study employs a quantitative method and gathered data from 305 viewers. Structural equation modelling is used to analyse the hypotheses proposed.
Findings
The results indicated that podcast guest–host interactions significantly enhance viewers’ interest. This increased interest, in turn, fosters inspiration and leads to a higher intention to share information about the destination. Additionally, viewers’ feelings of intimacy and attraction to the guest or host significantly strengthened the relationship between destination interest and inspiration, highlighting the influence of parasocial interaction in this process.
Originality/value
This study is the first to address the specific role of podcast guest–host interactions in promoting viewer interest and sharing intentions, providing new insights into how these interactions can be leveraged by destination marketers and managers. Identifying and examining this unique relationship, the study fills a gap in the literature, offering a novel contribution to the understanding of media, hospitality and tourism.