Featuring locals or tourists in travel photography? Understanding the interactive effects of human element and landscape types on visit intentions

Considering the important role of human elements in travel photographs, this study adopts three experiments to examine how the interaction between landscape type (cultural vs. natural) and human element type (locals vs. tourists) influences viewers’ intentions to visit a destination. Studies 1 and 2 reveal that cultural landscapes featuring locals and natural landscapes featuring tourists generate higher visit intentions. Furthermore, Study 3 identifies the mediating roles of destination authenticity and attractiveness. By applying visual rhetoric theory and Social Identity Theory, this study introduces locals and tourists as critical human elements in travel photographs and investigates their interactive effects with landscape types, contributing to the literature on the topic. This research sheds light on the reasons behind the ongoing debate regarding the impact of human elements in travel photographs. The study highlights the practical importance of strategically incorporating human elements into travel photography to enhance destination marketing effectiveness.