期刊
TOURISM MANAGEMENT
卷 62, 期 -, 页码 65-75出版社
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2017.03.020
关键词
Tourism branding; Destination marketing; Tourism communications; Personification; Anthropomorphic tendency
资金
- Research and Development Committee
- School of Advertising, Marketing and Public Relations, QUT
This research examined how individual differences in anthropomorphic tendency (the tendency to humanize non-human agents/objects) influence how people respond to destination marketing communications. Specifically, this study examined whether individual-level anthropomorphic tendency and text-personification of destination marketing communications interact to influence destination attitude and travel intentions. Results from a study involving 210 Australian participants revealed that destination attitude and travel intentions were most favorable for people with high levels of anthropomorphic tendency and who were exposed to personified tourism messages. These findings indicate that text personification represents a new communication tactic for tourism - particularly for target consumers who are high in anthropomorphic tendency - and one that can humanize the destination leading to more favorable attitudes and higher intentions to travel. This effect is mediated by positive emotions. People with high anthropomorphic tendency who are exposed to a personified advertisement feel more positive emotions, which lead to positive tourism outcomes. (C) 2017 Elsevier Ltd. All rights reserved.
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