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

Lourenção, Marina Toledo de Arruda; Giraldi, Janaína de Moura Engracia; Oliveira, Jorge Henrique Caldeira de

doi:10.1016/j.annals.2020.103001

Cited by 46 publications

(39 citation statements)

References 51 publications

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“…The importance of the advertising materials has been highlighted, and the effectiveness level of different types of promotional pictures was assessed (Chen et al, 2020; Li et al, 2020; Lourençao et al, 2019; Scott et al, 2019; Wahler et al, 2016, 2020).…”

Section: Resultsmentioning

confidence: 99%

“…Results have shown that there is a connection between the perceived beauty and the level of ad effectiveness. People are more inclined to manifest increased interest for pictures displaying beautiful places (Scott et al, 2019) in natural scenes rather than anthropic ones (Wang et al, 2018a(Wang et al, , 2018b with higher levels of saturation (Lourençao et al, 2020). Based on who the viewers are, several demographic aspects have been identified, which differentiate perception levels: the number of fixations among the high and low arousal pictures based on ethnic patterns (Wang and Sparks, 2016;Xu et al, 2017) or age groups, suggesting that children pay more attention to picture details when they watch a cartoon version of the picture as compared to the original (Li et al, 2020).…”

Section: Results According To the Analysed Stimulimentioning

confidence: 99%

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Eye tracking and tourism research: A systematic literature review

Savin

Fleșeriu

Bătrâncea

2021

Journal of Vacation Marketing

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In recent years, the number of studies in tourism using the eye tracking technique has increased and started generating valuable information for both academics and the industry. However, there is a gap in the literature concerning systematic reviews focused on recent articles and their findings. Thus, the aim of this study is to close this gap by systematically analysing 70 research papers tackling the subject of eye tracking in tourism and published in highly ranked tourism journals. The study identifies the most popular topics and trends for eye tracking research, as well as the most used types of visual stimuli, such as exhibitions, restaurant menus, promotional pictures or websites. The study also details on measurements specific for the analysis of eye tracking data, including fixations, saccades and heat maps. Results are emphasized along with their theoretical and practical implications. In addition, we highlight the lack of the use of dynamic stimuli in the existing literature and suggest further research directions using the eye tracking technique.

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Section: Resultsmentioning

confidence: 99%

Section: Results According To the Analysed Stimulimentioning

confidence: 99%

Eye tracking and tourism research: A systematic literature review

Savin

Fleșeriu

Bătrâncea

2021

Journal of Vacation Marketing

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“…In the field of tourism advertising, existing research has mainly explored the influence of advertising elements such as texts, pictures, brand logos, colors, and sizes on visual attention. Results have included the finding that adverts that contain landscape pictures with naturally embedded words ( Li et al, 2016 ), brands logos of the destination ( Lourenção et al, 2020 ), and colors similar to those of the web pages ( Chiu et al, 2017 ) can attract more visual attention. Some studies have also examined the influence of banner advertising types on visual attention and found that static advertisements can first attract the audience’s visual attention, while dynamic advertisements can attract more visual attention from the audience ( Hernández-Méndez and Muñoz-Leiva, 2015 ).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

et al. 2022

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The existing studies have analyzed the advertising effects of metaphorical advertisements and straightforward adverts in traditional advertising media. However, their advertising effects on social media are still unclear. To address this issue, this study uses eye-tracking and questionnaires to examine two types of social media tourism advertising—metaphorical and straightforward in posts with both high and low popularity. This within-subject (n = 55) experiment was designed to examine the effects of social media tourism advertising types on visual attention and tourism intention and to identify the moderating role of post popularity based on the elaboration likelihood model (ELM). We found that advertising types had no significant effect on visual attention, but metaphorical advertisements increased tourism intention compared with straightforward adverts. Furthermore, we found that the level of post popularity moderated the effect of advertising types on visual attention. Specifically, metaphorical adverts in highly popular posts attracted more visual attention in the advertising text area and in the whole advert. Straightforward adverts in posts with low popularity attracted more visual attention in the advertising text area. This research advances the current literature by exploring the effects of social media tourism advertising types and has implications for managers deciding on strategies for social media tourism marketing.

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“…The image is a qualitative element to promote by those who offer tourist destinations, since the visitor, constantly bombarded by endless images, brochures, videos and stories on Instagram, competing to expose the best image of the destination. This set of beliefs, images and valuations defined around an activity, a space, a time or a person at a given moment, is an image spot that also acts as a subjective mechanism, both collective and individual, and serves to understand the foundations of social and spatial processes (Lourenção et al, 2020).…”

Section: Statement Of the Problemmentioning

confidence: 99%

Tourist Imaginary and Destiny Image. Case of Study: La Paz, Baja California Sur, Mexico

Andrade¹,

Cota²,

Moreno³

2022

JASCS

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Tourism is an important activity in the economy of the state of Baja California Sur, most especially in La Paz city. In recent years, the boost in tourism related funding seen by the port of La Paz has placed it as one of the preferred destinations for both domestic and foreign tourists. Thus, due to its relevance, the image of this destination shall be the object of study for this research project, as it plays an important role in the competitiveness of that tourist destination. In specifics, the research analyze documents about the imaginary and it's relation with destiny image, in order to find support elements for La Paz city. The methodology followed for the development of this research consider a literary review. The results of this work look for contributing to understand the area of tourism based on the study of social sciences, in order to obtain information that permit purpose of putting forth a proposal that helps the continuing of the development of projects for the benefit of tourists and destiny image of touristic sites like La Paz city.

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

Cited by 46 publications

References 51 publications

Eye tracking and tourism research: A systematic literature review

Eye tracking and tourism research: A systematic literature review

Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising

Tourist Imaginary and Destiny Image. Case of Study: La Paz, Baja California Sur, Mexico

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