揭示隐喻密码:文化遗产地旅游广告风格的异质效应与机制

IF 7.6 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Zi-Ting Yang , Wen-Qi Ruan , Shu-Ning Zhang , Zi-Chin Cheng
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引用次数: 0

摘要

旅游广告与文化遗产地(CHS)的市场竞争力和可持续发展息息相关。然而,目前学术界对其影响效果和机制的探讨还不够系统。本研究探讨了不同旅游广告风格的异质性影响。研究结果表明,隐喻式旅游广告(相对于直白式旅游广告)能激发更强烈的旅游意向。此外,体验预期和兴趣唤醒在这一过程中起着中介作用。遗产熟悉度是一个有效的调节因素。随着遗产熟悉度的增加,隐喻性旅游广告的积极作用将减弱。本文创新了中国文化中心旅游广告与营销的研究视角,为旅游广告策略提供了实用见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Revealing the metaphorical code: Heterogeneous effects and mechanisms of tourism advertising style in cultural heritage sites

Tourism advertising is linked to market competitiveness and sustainable development of cultural heritage sites (CHSs). However, current academic circles do not adequately discuss its impact effects and mechanisms methodically. This study explores the heterogeneous effects of different tourism advertising styles. The results reveal that metaphorical tourism advertising (vs. straightforward tourism advertising) can encourage a stronger intention to visit. Moreover, experience expectation and awakening of interest play mediating roles in this process. Heritage familiarity is an effective moderator. As heritage familiarity increases, the positive effects of metaphorical tourism advertising will diminish. This paper innovates a research perspective on tourism advertising and marketing in CHSs and provides practical insights into tourism advertising strategies.

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来源期刊
CiteScore
13.30
自引率
8.40%
发文量
177
审稿时长
45 days
期刊介绍: Journal Name: Journal of Hospitality and Tourism Management Affiliation: Official journal of CAUTHE (Council for Australasian Tourism and Hospitality Education Inc.) Scope: Broad range of topics including: Tourism and travel management Leisure and recreation studies Emerging field of event management Content: Contains both theoretical and applied research papers Encourages submission of results of collaborative research between academia and industry.
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