The effect of implied motion in travel photographs on visit intention: The mediating role of mental imagery

Travel photographs play a crucial role in tourism marketing, and implied motion, that is, the use of techniques that give the illusion of movement, (e.g., through the use of blurring techniques, slow-speed photography, and images with rippling waves, or falling leaves) is a common feature within these images. The effect of implied motion in tourism photographs on tourist behavioral intention, however, had not been investigated up to this point. Drawing on conceptual metaphor theory, this study examined the influence of implied motion in travel photographs on tourists' intention to visit a destination. The results of four experiments suggest that travel photographs depicting implied motion can increase tourists’ visit intention and that mental imagery is the mediator. In addition, the moderating effects of verbal motion cues and attraction type were verified. Theoretical and managerial implications are also discussed.