Shanshi Li , Huiling Huang , Xinyu Liu , Zhenyu Chen
{"title":"目的地广告中视觉效果的力量","authors":"Shanshi Li , Huiling Huang , Xinyu Liu , Zhenyu Chen","doi":"10.1016/j.annals.2024.103790","DOIUrl":null,"url":null,"abstract":"<div><p>Tourism ads that feature human images have a significant impact on consumers' attitudes and decision-making processes. However, little is known about the relative effectiveness of tourism ads that portray models in candid versus posed stances. To address this gap, this study applies the narrative transportation theory and utilizes a mixed-method approach to examine the influence of modeling style (posed vs. candid) on destination advertising effectiveness. The findings from an eye-tracking experiment, a semi-structured interview, and three online experiments reveal that candid models outperform posed models in generating favorable consumer responses within the context of destination advertising. Furthermore, this study elucidates narrative transportation as the psychological mechanism underlying such effects. However, the superiority of candid models over posed models is observed specifically in nature-based destinations rather than urban destinations. This research provides important theoretical and managerial implications.</p></div>","PeriodicalId":48452,"journal":{"name":"Annals of Tourism Research","volume":"107 ","pages":"Article 103790"},"PeriodicalIF":10.4000,"publicationDate":"2024-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The power of visuals in destination advertising\",\"authors\":\"Shanshi Li , Huiling Huang , Xinyu Liu , Zhenyu Chen\",\"doi\":\"10.1016/j.annals.2024.103790\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><p>Tourism ads that feature human images have a significant impact on consumers' attitudes and decision-making processes. However, little is known about the relative effectiveness of tourism ads that portray models in candid versus posed stances. To address this gap, this study applies the narrative transportation theory and utilizes a mixed-method approach to examine the influence of modeling style (posed vs. candid) on destination advertising effectiveness. The findings from an eye-tracking experiment, a semi-structured interview, and three online experiments reveal that candid models outperform posed models in generating favorable consumer responses within the context of destination advertising. Furthermore, this study elucidates narrative transportation as the psychological mechanism underlying such effects. However, the superiority of candid models over posed models is observed specifically in nature-based destinations rather than urban destinations. This research provides important theoretical and managerial implications.</p></div>\",\"PeriodicalId\":48452,\"journal\":{\"name\":\"Annals of Tourism Research\",\"volume\":\"107 \",\"pages\":\"Article 103790\"},\"PeriodicalIF\":10.4000,\"publicationDate\":\"2024-05-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Annals of Tourism Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0160738324000677\",\"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":"Annals of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0160738324000677","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}
Tourism ads that feature human images have a significant impact on consumers' attitudes and decision-making processes. However, little is known about the relative effectiveness of tourism ads that portray models in candid versus posed stances. To address this gap, this study applies the narrative transportation theory and utilizes a mixed-method approach to examine the influence of modeling style (posed vs. candid) on destination advertising effectiveness. The findings from an eye-tracking experiment, a semi-structured interview, and three online experiments reveal that candid models outperform posed models in generating favorable consumer responses within the context of destination advertising. Furthermore, this study elucidates narrative transportation as the psychological mechanism underlying such effects. However, the superiority of candid models over posed models is observed specifically in nature-based destinations rather than urban destinations. This research provides important theoretical and managerial implications.
期刊介绍:
The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.