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Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness

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  • Lourenção, Marina
  • de Moura Engracia Giraldi, Janaina
  • de Oliveira, Jorge Henrique Caldeira

Abstract

This study analyses the influence of destination photographs' communication type and destination country-brand logo and slogan used in ads on the tourists' visual attention and perceived ad effectiveness. It was conducted a multi-method experiment using eye-tracking to measure visual attention, and a questionnaire to analyse perceived ad effectiveness. This paper extends the institutional theory in tourism advertisement by indicating that destination photographs provided from induced communication have a more positive influence on tourists' perceived ad effectiveness than the combined communication. Furthermore, it is indicated that the destination country-brand logo and slogan contribute to obtaining higher tourists' visual attention to the entire advertisement. Tourism organisations should develop advertisements with induced communication and country-brand logo and slogan to obtain better tourists' responses.

Suggested Citation

  • Lourenção, Marina & de Moura Engracia Giraldi, Janaina & de Oliveira, Jorge Henrique Caldeira, 2020. "Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness," Annals of Tourism Research, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:anture:v:84:y:2020:i:c:s0160738320301456
    DOI: 10.1016/j.annals.2020.103001
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