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The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising

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  • Jiang, Hongyan
  • Tan, Huimin
  • Liu, Yeyi
  • Wan, Fang
  • Gursoy, Dogan

Abstract

This study examines the impact of culturally-derived power (i.e., personalized vs. socialized power) on the effectiveness of destination advertising via the moderation of arousal in advertising, by identifying regulatory focus as an underlying mechanism. The findings indicate that high-arousal tourism destination advertisement is more effective for individuals primed with personalized power; low-arousal advertisement is more effective for individuals primed with socialized power. Culturally-derived power is found related to regulatory focus, which interacts with arousal in advertising to influence destination advertising effectiveness. This work not only contributes to the tourism literature by providing a new cultural perspective to the investigation of power, but also informs destination marketers of the importance of designing tailored advertising messages for different tourists.

Suggested Citation

  • Jiang, Hongyan & Tan, Huimin & Liu, Yeyi & Wan, Fang & Gursoy, Dogan, 2020. "The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising," Annals of Tourism Research, Elsevier, vol. 83(C).
    • Handle: RePEc:eee:anture:v:83:y:2020:i:c:s0160738320300700
    DOI: 10.1016/j.annals.2020.102926
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    References listed on IDEAS

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    Cited by:

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    2. Yang, Bi & Ye, Tian & Liu, Stephanie Q. & Zhao, Yujie, 2024. "How consumers process online hotel ratings," Annals of Tourism Research, Elsevier, vol. 108(C).
    3. Viktorija Grigaliūnait&# & Lina Pilelien&#, 2023. "Effective Domestic Tourism Advertising Layout: Lithuanian Perspective," Central European Business Review, Prague University of Economics and Business, vol. 2023(5), pages 93-116.
    4. Teng, Lefa & Xie, Chenxin & Liu, Tianjiao & Wang, Fan & Foti, Lianne, 2021. "The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes," Journal of Business Research, Elsevier, vol. 136(C), pages 164-175.
    5. Shan, Minghui & Zhu, Zhenzhong & Song, Chunlei & Chen, Haipeng (Allan), 2023. "The effectiveness of advertising appeals: A culturally-derived power perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Duro, Juan Antonio & Osório, António & Perez-Laborda, Alejandro, 2024. "Modeling uncertainty in tourism markets," Annals of Tourism Research, Elsevier, vol. 107(C).
    7. Ulrika Persson-Fischer & Shuangqi Liu, 2021. "What Is Interdisciplinarity in the Study of Sustainable Destination Development?," Sustainability, MDPI, vol. 13(7), pages 1-28, March.

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