Inspiring tourists’ imagination: How and when human presence in photographs enhances travel mental simulation and destination attractiveness

IF 10.9 1区 管理学 Q1 ENVIRONMENTAL STUDIES
Yuan (William) Li, Lisa C. Wan
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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.

激发游客的想象力:照片中人的存在如何以及何时增强旅游心理模拟和目的地吸引力
由于旅游产品的无形性,成功的目的地营销取决于视觉材料能否唤起游客对未来旅游体验的生动幻想。我们的研究揭示了一种有效的视觉线索(即人的存在),这种线索可以很容易地在目的地照片中进行处理,以促进这种心理模拟过程。在三项跨文化实验研究中,我们发现,照片中人物的存在极大地促进了游客在所描绘的旅行场景中想象他们未来的旅行经历,从而提高了游客对目的地吸引力的感知。然而,当照片中出现城市景观(而非自然景观)和清晰显示人物面部时,这种有利效应就会减弱。这些发现为游客心理模拟激活和人类存在感知的理论理解提供了新的见解,对有效的目的地照片营销具有重要意义。
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来源期刊
Tourism Management
Tourism Management Multiple-
CiteScore
24.10
自引率
7.90%
发文量
190
审稿时长
45 days
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.
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