Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors

Min, Kyeong Sam; Martin, Drew; Jung, Jae Min

doi:10.1016/j.jbusres.2011.09.015

Cited by 44 publications

(20 citation statements)

References 31 publications

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“…The results confirm that specific emotions are significant predictors of attitudinal and behavioral outcomes. Recent evidence shows that advertising campaigns with emotional appeals are effective in influencing tourists' motivations (Min, Martin, and Jung 2013).…”

Section: Discussionmentioning

confidence: 99%

Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend

Prayag

Hosany

Muskat

et al. 2016

Journal of Travel Research

611

527

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The purpose of this study is to empirically test an integrative model linking tourists’ emotional experiences, perceived overall image, satisfaction, and intention to recommend. The model was tested using data collected from domestic tourists visiting Sardinia, Italy. Results show that tourists’ emotional experiences act as antecedents of perceived overall image and satisfaction evaluations. In addition, overall image has a positive influence on tourist satisfaction and intention to recommend. The study expands current theorizations by examining the merits of emotions in tourist behavior models. From a practical perspective, the study offers important implications for destination marketers.

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Section: Discussionmentioning

confidence: 99%

Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend

Prayag

Hosany

Muskat

et al. 2016

Journal of Travel Research

611

527

View full text Add to dashboard Cite

show abstract

“…That said, the Morecambe Bay branding exercise was certainly a positive development from the sense of place workshops, which clearly capture something of the area's genius loci. Furthermore, these terms could be considered as quite emotional in nature and marketing campaigns with emotional appeal are effective in influencing tourists' motivations (Min et al 2013). Prayag et al (2017) link emotional experiences, especially 'positive surprise' (which one might associate with impressive landscapes or wildlife encounters for example), and tourist satisfaction.…”

Section: Benefits and Rationale For Sense Of Placementioning

confidence: 99%

Developing a sense of place toolkit: Identifying destination uniqueness

Jarratt

Phelan

Wain

et al. 2018

Tourism and Hospitality Research

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It has long been recognised that the tangible and intangible characteristics that make a location distinctive and memorable, contribute significantly to destination image. How this destination feel is communicated, has largely been the domain of place branding and destination marketing, which have the potential to miss stakeholder voices. Recently though, practitioners are starting to carefully consider 'sense of place'; that is an emotional attachment to place, which is defined more carefully in the literature review of this article, and which corresponds with long-running academic discussions. This paper attempts to identify some of these and bridge the gap between academic theory on sense of place and practice. In the UK, many rural areas are now seeking to operationalise sense of place through toolkit documents that might inform landscape interpretation and destination branding. A scenario echoed internationally, where local distinctiveness features in both rural and urban planning. However, sense of place in a tourism context, and more specifically the development of these toolkits, has received limited academic attention. Hence, this paper presents the case of Morecambe Bay, and the development of a dedicated sense of place toolkit. The subsequent case emerges from a collaboration between academics and practitioners and draws on participant observation, semi-structured interviews and document analysis. Specifically, the paper outlines a series of workshop activities developed with destination stakeholders and identifies how these inform subsequent toolkit design. It offers a critical analysis of the benefits and potential pitfalls of employing this approach. This case is of value to academics and destination stakeholders interested in identifying and communicating the uniqueness and emotional tone of the destination.Key lessons and recommendations are identified for those engaging in similar toolkit development initiatives.

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“…However, published research on how national cultures affect consumer behavior is still not sufficiently conclusive (Ko, Lee, Yoon, Kwon, & Mather, ). Researchers propose to conduct further segmentation studies following geographical criteria (Min, Martin, & Jung, ; Obenour, Lengfelder, & Groves, ) given the belief that the transnational, cross‐cultural approach to market segmentation can better guide the development, among other aspects, of more efficient marketing strategies (Agarwal, Malhotra, & Bolton, ).…”

Section: Literature Reviewmentioning

confidence: 99%

The paradox of cultural and media convergence. Segmenting the European tourist market by information sources and motivations

Santana

Gil

Boza‐Chirino

2018

Journal of Tourism Research

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The globalization of markets has led destination marketing organizations to question whether their marketing strategies should appeal to cultural convergence or divergence, both in the media to be used (information sources) and in the content to be communicated (related to travel motivations). The purpose of this study is to investigate the "cultural convergence" and "media convergence" using data from a computer-assisted web interviewing survey on 17 European countries. The methodology uses multiple correspondence analysis, factor analysis, and cluster analysis to segment the market. The results identify both phenomenon (convergence and divergence) by culture (blocks of countries), media (set of information sources), and content (motivations). The 17 European countries were segmented by information sources into Ensurers, Ensurers with digital exploration, and Low-social media users and by motivations into Adventures and Pleasure, Socializing, and Rest with Knowledge. An overall understanding of these segments and the paradoxical cultural and media convergence will serve as a tool for destination marketing organizations in the development of their segmenting and communication strategies, as they will be able to know what social media to use to best reach each culture and what content to communicate based on the European consumers' individual motivations.

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Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors

Cited by 44 publications

References 31 publications

Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend

Understanding the Relationships between Tourists’ Emotional Experiences, Perceived Overall Image, Satisfaction, and Intention to Recommend

Developing a sense of place toolkit: Identifying destination uniqueness

The paradox of cultural and media convergence. Segmenting the European tourist market by information sources and motivations

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