The impact of retro imagery on historic travel intentions

Abstract

Popular travel destinations worldwide are often visited because they are historically significant. As such, many historic locations are promoted using historical imagery. While tourist attractions and travel destinations advertise based on their historical significance, few studies have looked at how the use of history impacts consumer perceptions of the aforementioned travel destinations. This paper examines how retro imagery in visual-based marketing appeals influences consumers’ desire to travel to popular tourist locations. The study reported here utilizes two experiments with a travel destination with a known association with retro imagery and nostalgic advertising.