Does destination nostalgic advertising enhance tourists’ intentions to visit? The moderating role of destination type |
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Institution: | 1. Business School of Central South University, 932 Lushan South Street, Changsha, Hunan, China;2. Department of Hospitality, Tourism and Event Management, San Jóse State University, USA |
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Abstract: | This study investigates the impact of nostalgic advertising and perceived destination types on tourists using four experiments. Study 1a and Study 1b revealed that destination nostalgic advertising is more likely to evoke tourists' history sense and further trigger visit intention, while destination non-nostalgic advertising is more likely to evoke tourists' fashion sense and further trigger visit intention. Study 2a and Study 2b revealed that perceived destination type plays a moderating role in these effects. Nostalgic advertising in utilitarian destinations is more likely to evoke tourists' history sense and further trigger visit intentions, while non-nostalgic advertising in hedonic destinations is more likely to evoke tourists’ fashion sense and further enhance visit intentions. These findings have valuable implications for destination marketers seeking to develop effective marketing strategies. |
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Keywords: | Destination nostalgic advertising Perceived destination type History sense Fashion sense Visit intention |
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