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

SUBMITTER: Yang W 

PROVIDER: S-EPMC9758203 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature