The memory effect of destination dialect advertising

IF 10.4 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2025-05-15 DOI:10.1016/j.annals.2025.103973

Lujun Su , Chengzhi Ye , Xuehuan He

引用次数: 0

Abstract

Tourism is fundamentally a consumption of places, making place elements essential in destination marketing. This research investigates the emerging practice of using dialect elements in destination advertising through the theoretical lens of symbolic interactionism, focusing on advertising memory as a key measure of advertising effectiveness. Five main studies (and three supplemental studies) across Eastern and Western cultures demonstrate a robust memory effect of destination advertising with dialect elements. Specifically, such advertising enhances perceived placeness compared to counterparts using the corresponding standard language, thereby resulting in superior memory effectiveness. Furthermore, these effects are attenuated for destinations low in cultural symbolism. These findings advance current knowledge on destination dialect marketing while offering practical guidance to design memorable destination advertising.

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目的语广告的记忆效应

旅游本质上是对地点的消费，因此地点要素在目的地营销中至关重要。本研究通过符号互动主义的理论视角考察了目的地广告中使用方言元素的新兴实践，重点关注广告记忆作为广告效果的关键衡量标准。跨东西方文化的五项主要研究（和三项补充研究）表明，带有方言元素的目的地广告具有强大的记忆效应。具体来说，与使用相应标准语言的同类相比，这种广告增强了感知的位置性，从而产生了优越的记忆效果。此外，对于文化象征意义较低的目的地，这些影响会减弱。这些发现促进了目前对目的地方言营销的认识，同时为设计令人难忘的目的地广告提供了实践指导。

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

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

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.