Impact of destination advertising on tourists’ visit intention: The influence of self-congruence, self-confidence, and destination reputation

IF 8.9 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Destination Marketing & Management Pub Date : 2024-01-11 DOI:10.1016/j.jdmm.2023.100852

Yongrui Guo, Meijing Yu, Yuzong Zhao

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Abstract

This study aimed to develop and validate a theoretical model for examining how different types of destination advertising (abstract vs. concrete) affect tourists’ visit intention. The hypotheses developed in this study were validated through four scenario experiments. The results showed that abstract destination advertising increased visit intention more than concrete destination advertising. Further, this study demonstrated that self-congruence is a mediator between destination advertising and visit intention. Destination reputation (good vs. average) moderates the effect of destination advertising on visit intention. When a destination has a good reputation, abstract destination advertising will lead to higher visit intention than concrete advertising. The relationships between the type of destination advertising and self-congruence and visit intention depended on tourists’ self-confidence. When tourist self-confidence is high, abstract destination advertising (vs. concrete) will lead to higher visit intention. The study findings have managerial and theoretical implications for destination advertising and precision marketing.

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目的地广告对游客访问意向的影响：自我一致性、自信心和目的地声誉的影响

本研究旨在建立并验证一个理论模型，以研究不同类型的目的地广告（抽象与具体）如何影响游客的访问意向。本研究提出的假设通过四个情景实验进行了验证。结果显示，抽象的目的地广告比具体的目的地广告更能提高游客的访问意向。此外，本研究还证明，自我一致性是目的地广告与访问意向之间的中介。目的地声誉（良好与一般）调节了目的地广告对访问意向的影响。当目的地声誉良好时，抽象的目的地广告会比具体的广告导致更高的访问意向。目的地广告类型与自我一致性和访问意向之间的关系取决于游客的自信心。当游客自信心较高时，抽象的目的地广告（相对于具体的广告）会导致更高的访问意向。研究结果对目的地广告和精准营销具有管理和理论意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Destination Marketing & Management Multiple-

CiteScore

18.60

自引率

3.60%

发文量

审稿时长

43 days

期刊介绍： The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.