{"title":"Inspiring tourists’ imagination: How and when human presence in photographs enhances travel mental simulation and destination attractiveness","authors":"Yuan (William) Li, Lisa C. Wan","doi":"10.1016/j.tourman.2024.104969","DOIUrl":null,"url":null,"abstract":"<div><p>Due to the intangible nature of tourism products, successful destination marketing depends on whether visual materials can evoke tourists' vivid fantasies of their future travel experiences. Our research sheds light on an effective visual cue (i.e. human presence) that can be easily manipulated in destination photographs to facilitate such mental simulation processes. Across three experimental studies with cross-cultural subjects, we found that the presence of a person in photos significantly prompted tourists to imagine their future travel experiences in the depicted travel scenes, thereby enhancing the perceived destination attractiveness. However, this favorable effect is mitigated when the photo features an urban (vs. natural) landscape and when the person's face is clearly shown. These findings provide new insights into the theoretical understanding of tourist mental simulation activation and human presence perception, with critical implications for effective destination photo marketing.</p></div>","PeriodicalId":48469,"journal":{"name":"Tourism Management","volume":"106 ","pages":"Article 104969"},"PeriodicalIF":10.9000,"publicationDate":"2024-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S0261517724000888/pdfft?md5=9e300cf5405310395d67b319dd7c1799&pid=1-s2.0-S0261517724000888-main.pdf","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0261517724000888","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENVIRONMENTAL STUDIES","Score":null,"Total":0}
引用次数: 0
Abstract
Due to the intangible nature of tourism products, successful destination marketing depends on whether visual materials can evoke tourists' vivid fantasies of their future travel experiences. Our research sheds light on an effective visual cue (i.e. human presence) that can be easily manipulated in destination photographs to facilitate such mental simulation processes. Across three experimental studies with cross-cultural subjects, we found that the presence of a person in photos significantly prompted tourists to imagine their future travel experiences in the depicted travel scenes, thereby enhancing the perceived destination attractiveness. However, this favorable effect is mitigated when the photo features an urban (vs. natural) landscape and when the person's face is clearly shown. These findings provide new insights into the theoretical understanding of tourist mental simulation activation and human presence perception, with critical implications for effective destination photo marketing.
期刊介绍:
Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.