Typography in destination advertising: An exploratory study and research perspectives |
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| Affiliation: | 1. Iéseg School of Management, 1, Parvis de la Défense 92 044 Paris la Défense, Research Center: IREA EA 4251, Faculté DSEG, Campus de Tohannic, BP 573, 56017 Vannes, France;2. Université de Rennes 1, Research Center: CREM UMR 6211, IGR-IAE Graduate School of Management, 11 rue Jean Macé, 35700 Rennes, France;3. GRANEM Research Center, University of Angers, ESTHUA (School of Hotel and Tourism Management), 7 allée François Mitterrand, BP 40455, 49036 Angers cedex 01, France;1. Department of Tourism & Hospitality, Bournemouth University, Talbot Campus, Fern Barrow, Poole, UK;2. School of Hotel & Tourism Management, The Hong Kong Polytechnic University, 17 Science Museum Road, TST-East, Kowloon, Hong Kong SAR;1. Faculty of Tourism and Hotels, University of Sadat City, Egypt;2. Plymouth Business School, Plymouth University, Drake Circus, PL4 8PP, UK;1. Oxford Brookes Business School, Department of Marketing, Oxford Brookes University, United Kingdom;2. International Centre for Research in Tourism, Hospitality and Events, Leeds Beckett University, United Kingdom;1. Department of Marketing and Tourism Management, National Chiayi University, Chiayi City, Taiwan;2. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR 72701, United States;3. Department of Tourism and Leisure Management, Ling Tung University, Taichung City, Taiwan;4. Department of Tourism and Hospitality, Taipei City University of Science and Technology, Taiwan |
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| Abstract: | In a tourism context, visual copy is an important element of print advertisements. More specifically, pictures have a significant influence on the destination attraction value and visit intentions. Curiously, typography has never been investigated academically as an execution element, despite suggestions from researchers that typography could influence the evaluation of advertisements. This experiment examines the impact of typography on advertisement evaluation in a tourism context and the impact of attitude toward the advertisement on attitude toward the destination. The impact of advertisement evaluation on destination evaluation is also tested, and results show that typography does influence advertising responses. This study highlights the important role of typography in print media destination advertising and enriches this field with a new variable: attitude toward the typography. |
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| Keywords: | Typography Attitude Advertising Evaluation Destination Tourism |
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