IDEAS home Printed from https://ideas.repec.org/a/eee/anture/v107y2024ics0160738324000677.html
   My bibliography  Save this article

The power of visuals in destination advertising

Author

Listed:
  • Li, Shanshi
  • Huang, Huiling
  • Liu, Xinyu
  • Chen, Zhenyu

Abstract

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.

Suggested Citation

  • Li, Shanshi & Huang, Huiling & Liu, Xinyu & Chen, Zhenyu, 2024. "The power of visuals in destination advertising," Annals of Tourism Research, Elsevier, vol. 107(C).
    • Handle: RePEc:eee:anture:v:107:y:2024:i:c:s0160738324000677
    DOI: 10.1016/j.annals.2024.103790
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160738324000677
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.annals.2024.103790?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:anture:v:107:y:2024:i:c:s0160738324000677. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/annals-of-tourism-research/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.