Mang He , Jinghua Tu , Yaoqi Li , Jiachun Fang , Xinying Zeng
{"title":"Tourist preference for tourism product brand biographies","authors":"Mang He , Jinghua Tu , Yaoqi Li , Jiachun Fang , Xinying Zeng","doi":"10.1016/j.annals.2024.103773","DOIUrl":null,"url":null,"abstract":"<div><p>Tourism product brand biographies are crucial for establishing meaningful emotional connections between tourists and destinations through tourism products. Using three experiments conducted in China, including one field experiment and two laboratory experiments, this study aims to investigate the impact of brand biographies of tourism products on tourist preference and uncover the underlying mechanisms. The findings indicated underdog brand biographies, as opposed to top-dog, exerted a more positive effect on tourists' purchase intention and actual choices. Furthermore, tourist empathy and identification functioned as dual parallel mediators. By examining the effectiveness of brand strategy marketing through the lens of brand biography, this study enriches the literature on tourism product branding. Additionally, practitioners are encouraged to improve tourist preference through underdog brand biographies.</p></div>","PeriodicalId":48452,"journal":{"name":"Annals of Tourism Research","volume":null,"pages":null},"PeriodicalIF":10.4000,"publicationDate":"2024-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Annals of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0160738324000501","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0
Abstract
Tourism product brand biographies are crucial for establishing meaningful emotional connections between tourists and destinations through tourism products. Using three experiments conducted in China, including one field experiment and two laboratory experiments, this study aims to investigate the impact of brand biographies of tourism products on tourist preference and uncover the underlying mechanisms. The findings indicated underdog brand biographies, as opposed to top-dog, exerted a more positive effect on tourists' purchase intention and actual choices. Furthermore, tourist empathy and identification functioned as dual parallel mediators. By examining the effectiveness of brand strategy marketing through the lens of brand biography, this study enriches the literature on tourism product branding. Additionally, practitioners are encouraged to improve tourist preference through underdog brand biographies.
期刊介绍：
The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.
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