Image and text presentation forms in destination marketing: An eye-tracking analysis and a laboratory experiment

Abstract

The COVID-19 pandemic has severely impacted the tourism and hospitality industries worldwide. Tourism destination marketing has been an heated focus in tourism and hospitality academia, it is widely believed that it can promote the revival of industries in the post-pandemic era. But there is a lack of research on different graphic presentation forms in tourism advertisements. To bridge the gap in the related literature, this study aims at studying the impact of the image and text presentation forms of the scenic spot’s name in tourism advertisements on tourists’ visit intention to the tourist destination city by combining the theory of constructivism in cognitive psychology, SOR model, and affective-cognitive model to conduct a 2 × 2 between-group experiment. The study found that when the text part contains the scenic spot’s name, the tourism advertisement has a significant impact on tourists’ perceived advertising effectiveness, destination affective image, and visit intention. The results of eye tracking analysis also showed that fixation points are primarily distributed in the text part. Furthermore, this study explored the chain mediating mechanism of perceived advertising effectiveness and destination affective image and discovered that the impact of the text presentation form on the visit intention can be realized through the mediating effect of perceived advertising effectiveness and destination affective image. This study puts forward some suggestions for the tourism advertising and destination marketing of scenic spots with high-familiarity of destination cities with low-familiarity and improving the image of tourist destination cities.

The contribution and interactive relationship of tourism industry development and technological innovation to the informatization level: Based on the context of low-carbon development

“…For example, tourists in scenic areas The problem of tourist flow management caused by tourists visiting scenic spots will propel the adjustment and optimization of information technology . Moreover, the higher requirements of hotel customers for service quality and manner give rise to the leap and application of service robot technology (Liu et al, 2020;Yang et al, 2022c).…”

“…What's worse, the pandemic had spread globally, and the contradictions of unbalance, incoherence, and unsustainability became increasingly noticeable. In order to ensure economic recovery, promote sustainable social development, and meet people's wellbeing, countries are considering what kind of concept can be used to lead and coordinate development (Yeoman et al, 2007). Under this circumstance, China has proposed a macro plan to build an ecological civilization society.…”

استخدام تحليل تتبع العين لاستكشاف اهتمام المستخدم بالمواقع الالكترونية السياحية الرسمية: منهج لإدارة المواقع الالكترونية

“…The significance of a content element on a website is directly correlated to its size and, consequently, its higher position in the visual hierarchy (Wang et al,2014). Therefore, it is crucial to establish a clear visual structure that will effectively direct users in their exploration of the webpage (Yang et al,2022). This can be achieved by strategically positioning key elements in a timely manner (González-Mena et al,2022).…”

“…Secondly, the current study undertook an eye-tracking experiment using laptop webcams through the utilization of Gazerecorder and Realeye applications, enabling the examination of the visual attention of visitors. In the future, field experiments will be carried out in an actual environment, and portable eye-tracking devices can be employed to investigate the viewing behavior of visitors (Yang et al,2022). In addition, the current study only examines eye-tracking data using a qualitative method.…”

The application of neuromarketing tools in communication research: A comprehensive review of trends

“…);Pozharliev et al (2022);Yang et al (2022);Bigne et al (2021);Bodie (2012) Theory of mind This refers to the cognitive process of considering the mental states of others. This mechanism is likely to be experienced in both communicators deciding to share and receivers being influenced.Motoki et al (2020); Bašnáková et al (2014); Falk and Scholz (2018); Baek et al (2017); Falk et al (2013) Stimulus organism response theory (S-O-R) In communication research, SOR implies that some media elements act as a stimulus (S) that influences a receiver's internal state (O), which subsequently derives the individual's behavioral response or behavior (R).…”