Emotions or numbers in tourism advertisements? A comprehensive analysis of two neighboring destinations in the pre- and post-COVID-19 period

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Cities Pub Date : 2024-02-13 DOI:10.1108/ijtc-08-2023-0167

M. Bahadır Kalıpçı

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引用次数: 0

Abstract

Purpose

By analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period.

Design/methodology/approach

This study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages.

Findings

This study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences.

Originality/value

Being the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.

查看原文本刊更多论文

旅游广告中的情感还是数字？对两个相邻旅游目的地在《COVID-19》前后的综合分析

目的通过分析图尔基耶城市旅游业蓬勃发展的著名旅游目的地 Side 和 Alanya 的游客选择，本研究旨在填补城市旅游业知识体系中的一个重要真空。本研究探讨了消费者对广告偏好的动态变化，并仔细研究了影响这些偏好的潜在因素，包括 COVID-19 影响前后的情况。本研究通过考察广告渠道的不同效果以及比较情感广告信息与数字广告信息的说服力，极大地增进了我们对城市旅游营销策略的理解。通过研究游客在锡德和阿拉尼亚的不同城市环境中对广告的反应，我们可以深入了解营销策略与游客偏好之间的关联。本研究还揭示了高效沟通技巧的精妙之处，为改善城市旅游体验提供了实用的依据。原创性/价值据作者所知，本研究是同类研究中的首例，其原创性体现在对广告、消费者偏好和城市旅游环境如何相互作用的深入了解。这项研究对知识的重大贡献强调了对城市旅游从业人员的影响，并为在后 COVID-19 时代改进广告策略提供了实用建议。

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

International Journal of Tourism Cities HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

5.90

自引率

11.50%

发文量

期刊介绍： A peer-reviewed journal, the International Journal of Tourism Cities provides an international forum for the critical study of urban tourism and tourism cities. The journal aims to be inter-disciplinary in its appreciation of tourism cities and tourism in urban areas, and welcomes original, theoretically-informed articles from those involved in the planning, management or marketing of tourism in city destination or places adjoining urban areas. Urban tourism and travel cover many disciplines and impinge on numerous aspects of daily life within cities. Moreover, they play a key role in domestic and international tourism in most countries, and cities often function as key travel gateways and tourism destinations. The International Journal of Tourism Cities contents include primary research articles, expert discussions on current urban tourism issues, and tourism city case studies. Articles are selected that are relevant to both academics and practitioners. The journal particularly encourages contributions on contemporary topics and issues in urban tourism including smart cities and tourism, environmental impact and sustainable tourism development in cities, citizen and stakeholder involvement in tourism, city destination governance, and the development of policies and standards for city tourism development. The International Journal of Tourism Cities has four distinct purposes: To encourage greater research and scholarship related to tourism in urban settings. To stimulate more interdisciplinary research on tourism in cities, particularly the integration of tourism and urban studies theories and principles. To generate more research studies on tourism at the edge of cities, where urban and rural areas converge. To create more literature on best practices in city tourism worldwide through in-depth analyses and the production of exemplary case studies.