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Framing New Zealand: Understanding tourism TV commercials

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  • Pan, Steve
  • Tsai, Henry
  • Lee, Jinsoo

Abstract

Tourism TV commercials (TVCs) are a source of information for tourists. TVCs serve to assist the consumer in forming a mental image of a destination. These commercials, however, are seldom a topic of research. This paper analyses two New Zealand tourism TVCs, launched separately in 1999 and 2007. It combines video content analysis procedures suggested by Dimitrova, Zhang, Shahraray, Sezan, Huang and Zakhor (2002). and Rose (2007), a destination image research framework proposed by Beerli and Martin (2004) and Echtner and Ritchie (1991), and a film analysis methodology proposed by Giannetti (2008). The objective is to present a systematic approach to the understanding of tourism TVCs. It is found that 87% of camera shots in these two tourism TVCs last no more than one or 2 s; this is equivalent to using a montage to create an emotional or intellectual response. In the new TVC, established themes such as “nature” and “adventure” remain salient, and the way of life of the local people is emphasized. The aim of this study is to assess the destination image as framed through tourism TVCs to pave the way for future study on the visual elements that may influence an audience’s response to TVCs.

Suggested Citation

  • Pan, Steve & Tsai, Henry & Lee, Jinsoo, 2011. "Framing New Zealand: Understanding tourism TV commercials," Tourism Management, Elsevier, vol. 32(3), pages 596-603.
    • Handle: RePEc:eee:touman:v:32:y:2011:i:3:p:596-603
    DOI: 10.1016/j.tourman.2010.05.009
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    References listed on IDEAS

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    1. Edell, Julie E & Staelin, Richard, 1983. "The Information Processing of Pictures in Print Advertisements," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(1), pages 45-61, June.
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    1. John, Surej P. & De'Villiers, Rouxelle, 2020. "Elaboration of marketing communication through visual media: An empirical analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Pan, Steve & Lee, Jinsoo & Tsai, Henry, 2014. "Travel photos: Motivations, image dimensions, and affective qualities of places," Tourism Management, Elsevier, vol. 40(C), pages 59-69.
    3. Assumpció Huertas & María Isabel Míguez-González & Natàlia Lozano-Monterrubio, 2017. "YouTube usage by Spanish tourist destinations as a tool to communicate their identities and brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(3), pages 211-229, May.
    4. Figueiredo Elisabete & Raschi Antonio, 2011. "«Un' immensa campagna avvolta dal verde» - Reinventing rural areas in Italy through tourism promotional images," European Countryside, Sciendo, vol. 3(1), pages 1-20, January.
    5. Rahman, Arifur & Crouch, Geoffrey I. & Laing, Jennifer H., 2018. "Tourists' temporal booking decisions: A study of the effect of contextual framing," Tourism Management, Elsevier, vol. 65(C), pages 55-68.
    6. Dian Wang & Bowen Zhang & Yingying Wu & Xinwen Zhang, 2023. "Generational homogeneity and heterogeneity in city image perception: an explorative study of Guangzhou," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 128-142, March.

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