广告
目的地
目的地营销
心理学
目的地图像
旅游
营销
业务
地理
考古
作者
Lujun Su,Chengzhi Ye,Yinghua Huang
标识
DOI:10.1016/j.tourman.2023.104810
摘要
This study investigates the impact of nostalgic advertising and perceived destination types on tourists using four experiments. Study 1a and Study 1b revealed that destination nostalgic advertising is more likely to evoke tourists' history sense and further trigger visit intention, while destination non-nostalgic advertising is more likely to evoke tourists' fashion sense and further trigger visit intention. Study 2a and Study 2b revealed that perceived destination type plays a moderating role in these effects. Nostalgic advertising in utilitarian destinations is more likely to evoke tourists' history sense and further trigger visit intentions, while non-nostalgic advertising in hedonic destinations is more likely to evoke tourists’ fashion sense and further enhance visit intentions. These findings have valuable implications for destination marketers seeking to develop effective marketing strategies.
科研通智能强力驱动
Strongly Powered by AbleSci AI