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Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment
The COVID-19 pandemic has severely impacted the tourism and hospitality industries worldwide. Tourism destination marketing has been an heated focus in tourism and hospitality academia, it is widely believed that it can promote the revival of industries in the post-pandemic era. But there is a lack...
Autores principales: | , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9758203/ https://www.ncbi.nlm.nih.gov/pubmed/36536866 http://dx.doi.org/10.3389/fpsyg.2022.1024991 |
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author | Yang, Wei Chen, Qiuxia Huang, Xiaoting Xie, Jiaxin Xie, Mei Shi, Jiamin |
author_facet | Yang, Wei Chen, Qiuxia Huang, Xiaoting Xie, Jiaxin Xie, Mei Shi, Jiamin |
author_sort | Yang, Wei |
collection | PubMed |
description | The COVID-19 pandemic has severely impacted the tourism and hospitality industries worldwide. Tourism destination marketing has been an heated focus in tourism and hospitality academia, it is widely believed that it can promote the revival of industries in the post-pandemic era. But there is a lack of research on different graphic presentation forms in tourism advertisements. To bridge the gap in the related literature, this study aims at studying the impact of the image and text presentation forms of the scenic spot’s name in tourism advertisements on tourists’ visit intention to the tourist destination city by combining the theory of constructivism in cognitive psychology, SOR model, and affective-cognitive model to conduct a 2 × 2 between-group experiment. The study found that when the text part contains the scenic spot’s name, the tourism advertisement has a significant impact on tourists’ perceived advertising effectiveness, destination affective image, and visit intention. The results of eye tracking analysis also showed that fixation points are primarily distributed in the text part. Furthermore, this study explored the chain mediating mechanism of perceived advertising effectiveness and destination affective image and discovered that the impact of the text presentation form on the visit intention can be realized through the mediating effect of perceived advertising effectiveness and destination affective image. This study puts forward some suggestions for the tourism advertising and destination marketing of scenic spots with high-familiarity of destination cities with low-familiarity and improving the image of tourist destination cities. |
format | Online Article Text |
id | pubmed-9758203 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-97582032022-12-18 Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment Yang, Wei Chen, Qiuxia Huang, Xiaoting Xie, Jiaxin Xie, Mei Shi, Jiamin Front Psychol Psychology The COVID-19 pandemic has severely impacted the tourism and hospitality industries worldwide. Tourism destination marketing has been an heated focus in tourism and hospitality academia, it is widely believed that it can promote the revival of industries in the post-pandemic era. But there is a lack of research on different graphic presentation forms in tourism advertisements. To bridge the gap in the related literature, this study aims at studying the impact of the image and text presentation forms of the scenic spot’s name in tourism advertisements on tourists’ visit intention to the tourist destination city by combining the theory of constructivism in cognitive psychology, SOR model, and affective-cognitive model to conduct a 2 × 2 between-group experiment. The study found that when the text part contains the scenic spot’s name, the tourism advertisement has a significant impact on tourists’ perceived advertising effectiveness, destination affective image, and visit intention. The results of eye tracking analysis also showed that fixation points are primarily distributed in the text part. Furthermore, this study explored the chain mediating mechanism of perceived advertising effectiveness and destination affective image and discovered that the impact of the text presentation form on the visit intention can be realized through the mediating effect of perceived advertising effectiveness and destination affective image. This study puts forward some suggestions for the tourism advertising and destination marketing of scenic spots with high-familiarity of destination cities with low-familiarity and improving the image of tourist destination cities. Frontiers Media S.A. 2022-12-02 /pmc/articles/PMC9758203/ /pubmed/36536866 http://dx.doi.org/10.3389/fpsyg.2022.1024991 Text en Copyright © 2022 Yang, Chen, Huang, Xie, Xie and Shi. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Yang, Wei Chen, Qiuxia Huang, Xiaoting Xie, Jiaxin Xie, Mei Shi, Jiamin Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment |
title | Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment |
title_full | Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment |
title_fullStr | Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment |
title_full_unstemmed | Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment |
title_short | Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment |
title_sort | image and text presentation forms in destination marketing: an eye-tracking analysis and a laboratory experiment |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9758203/ https://www.ncbi.nlm.nih.gov/pubmed/36536866 http://dx.doi.org/10.3389/fpsyg.2022.1024991 |
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