{"title":"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","authors":"Zi-Ting Yang , Wen-Qi Ruan , Shu-Ning Zhang , Zi-Chin Cheng","doi":"10.1016/j.jhtm.2024.05.001","DOIUrl":null,"url":null,"abstract":"<div><p>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.</p></div>","PeriodicalId":51445,"journal":{"name":"Journal of Hospitality and Tourism Management","volume":"59 ","pages":"Pages 263-275"},"PeriodicalIF":7.6000,"publicationDate":"2024-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Revealing the metaphorical code: Heterogeneous effects and mechanisms of tourism advertising style in cultural heritage sites\",\"authors\":\"Zi-Ting Yang , Wen-Qi Ruan , Shu-Ning Zhang , Zi-Chin Cheng\",\"doi\":\"10.1016/j.jhtm.2024.05.001\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>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.</p></div>\",\"PeriodicalId\":51445,\"journal\":{\"name\":\"Journal of Hospitality and Tourism Management\",\"volume\":\"59 \",\"pages\":\"Pages 263-275\"},\"PeriodicalIF\":7.6000,\"publicationDate\":\"2024-05-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality and Tourism Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S1447677024000512\",\"RegionNum\":1,\"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 Hospitality and Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1447677024000512","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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.
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.