{"title":"目的地广告对游客访问意向的影响:自我一致性、自信心和目的地声誉的影响","authors":"Yongrui Guo, Meijing Yu, Yuzong Zhao","doi":"10.1016/j.jdmm.2023.100852","DOIUrl":null,"url":null,"abstract":"<div><p>This study aimed to develop and validate a theoretical model for examining how different types of destination advertising (abstract vs. concrete) affect tourists’ visit intention. The hypotheses developed in this study were validated through four scenario experiments. The results showed that abstract destination advertising increased visit intention more than concrete destination advertising. Further, this study demonstrated that self-congruence is a mediator between destination advertising and visit intention. Destination reputation (good vs. average) moderates the effect of destination advertising on visit intention. When a destination has a good reputation, abstract destination advertising will lead to higher visit intention than concrete advertising. The relationships between the type of destination advertising and self-congruence and visit intention depended on tourists’ self-confidence. When tourist self-confidence is high, abstract destination advertising (vs. concrete) will lead to higher visit intention. The study findings have managerial and theoretical implications for destination advertising and precision marketing.</p></div>","PeriodicalId":48021,"journal":{"name":"Journal of Destination Marketing & Management","volume":null,"pages":null},"PeriodicalIF":8.9000,"publicationDate":"2024-01-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.sciencedirect.com/science/article/pii/S2212571X23000914/pdfft?md5=ad1298ea604e35cd42baec13f17142ac&pid=1-s2.0-S2212571X23000914-main.pdf","citationCount":"0","resultStr":"{\"title\":\"Impact of destination advertising on tourists’ visit intention: The influence of self-congruence, self-confidence, and destination reputation\",\"authors\":\"Yongrui Guo, Meijing Yu, Yuzong Zhao\",\"doi\":\"10.1016/j.jdmm.2023.100852\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>This study aimed to develop and validate a theoretical model for examining how different types of destination advertising (abstract vs. concrete) affect tourists’ visit intention. The hypotheses developed in this study were validated through four scenario experiments. The results showed that abstract destination advertising increased visit intention more than concrete destination advertising. Further, this study demonstrated that self-congruence is a mediator between destination advertising and visit intention. Destination reputation (good vs. average) moderates the effect of destination advertising on visit intention. When a destination has a good reputation, abstract destination advertising will lead to higher visit intention than concrete advertising. The relationships between the type of destination advertising and self-congruence and visit intention depended on tourists’ self-confidence. When tourist self-confidence is high, abstract destination advertising (vs. concrete) will lead to higher visit intention. The study findings have managerial and theoretical implications for destination advertising and precision marketing.</p></div>\",\"PeriodicalId\":48021,\"journal\":{\"name\":\"Journal of Destination Marketing & Management\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":8.9000,\"publicationDate\":\"2024-01-11\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://www.sciencedirect.com/science/article/pii/S2212571X23000914/pdfft?md5=ad1298ea604e35cd42baec13f17142ac&pid=1-s2.0-S2212571X23000914-main.pdf\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Destination Marketing & Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S2212571X23000914\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Destination Marketing & Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S2212571X23000914","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Impact of destination advertising on tourists’ visit intention: The influence of self-congruence, self-confidence, and destination reputation
This study aimed to develop and validate a theoretical model for examining how different types of destination advertising (abstract vs. concrete) affect tourists’ visit intention. The hypotheses developed in this study were validated through four scenario experiments. The results showed that abstract destination advertising increased visit intention more than concrete destination advertising. Further, this study demonstrated that self-congruence is a mediator between destination advertising and visit intention. Destination reputation (good vs. average) moderates the effect of destination advertising on visit intention. When a destination has a good reputation, abstract destination advertising will lead to higher visit intention than concrete advertising. The relationships between the type of destination advertising and self-congruence and visit intention depended on tourists’ self-confidence. When tourist self-confidence is high, abstract destination advertising (vs. concrete) will lead to higher visit intention. The study findings have managerial and theoretical implications for destination advertising and precision marketing.
期刊介绍:
The Journal of Destination Marketing & Management (JDMM) is an international journal that focuses on the study of tourist destinations, specifically their marketing and management. It aims to provide a critical understanding of all aspects of destination marketing and management, considering their unique contexts in terms of policy, planning, economics, geography, and history. The journal seeks to develop a strong theoretical foundation in this field by incorporating knowledge from various disciplinary approaches. Additionally, JDMM aims to promote critical thinking and innovation in destination marketing and management, expand the boundaries of knowledge, and serve as a platform for international idea exchange.