THE EFFECT OF VISUAL SOURCES AND TIME PRESSURE ON ENVIRONMENTAL PERCEPTION AND ATTRACTIVENESS THROUGH THE ADVERTISEMENT

Nhu Tran, Iván Alvarez León
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引用次数: 4

Abstract

The main objective of this study was to capture and analyses the role of visual resources and time pressure as they affect customer behaviour in the hospitality industry. This study examined effective reactions on booking time and type based on vacation advertisements. The research method had a 3 x2 within-subjects design with 6 experimental conditions obtained by crossing the levels of two independent variables: 1) Time pressure (i.e., exact date, number of days left and counting-down timing); 2) Visual source (i.e., video and picture). The study designed a self-report questionnaire based on 8 socio-demographic items and three conceptual elements, such as the facility quality, environmental features and promotional attractiveness. This research provided data regarding the differences in visual source and time pressure in marketing promotion. It showed that videos had more impact on customer perceptions regarding the facility quality and environmental features. The study outlines the value of marketing strategies in building content and successful design in differentiating a resort from the competition and offering a positive experience (low investment yielding high return) for millennial.
视觉来源和时间压力对广告环境感知和吸引力的影响
本研究的主要目的是捕捉和分析视觉资源和时间压力在酒店业中影响客户行为的作用。本研究考察了基于度假广告的预订时间和类型的有效反应。研究方法采用3x2受试者内设计,通过跨越两个自变量的水平得到6个实验条件:1)时间压力(即确切日期、剩余天数和倒计时时间);2)视觉来源(即视频和图片)。本研究设计了一份基于8个社会人口学项目和3个概念要素(如设施质量、环境特征和促销吸引力)的自我报告问卷。本研究提供了营销推广中视觉来源和时间压力差异的数据。研究表明,视频对客户对设施质量和环境特征的看法有更大的影响。该研究概述了营销策略在构建内容和成功设计方面的价值,以使度假村与竞争对手区分开来,并为千禧一代提供积极的体验(低投资高回报)。
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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