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Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis

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  • Tsai Chiao Wang

    (Institute of Physical Education, Health & Leisure Studies, National Cheng Kung University, No.1 University Road, Tainan City 701, Taiwan)

  • Chia Liang Tsai

    (Institute of Physical Education, Health & Leisure Studies, National Cheng Kung University, No.1 University Road, Tainan City 701, Taiwan)

  • Ta Wei Tang

    (Department of Leisure and Recreation Management, Asia University, No. 500 Lioufeng Road, Wufeng, Taichung City 413, Taiwan)

Abstract

The beautiful, natural environment in a tourist hotel’s marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels’ performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel’s (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

Suggested Citation

  • Tsai Chiao Wang & Chia Liang Tsai & Ta Wei Tang, 2018. "Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis," Sustainability, MDPI, vol. 10(9), pages 1-13, August.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:9:p:3038-:d:165988
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    References listed on IDEAS

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    1. Atalay , Selin & Onur Bodur , H. & Rasolofoarison , Dina, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," HEC Research Papers Series 978, HEC Paris.
    2. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
    3. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Post-Print hal-00758534, HAL.
    4. Jin-Xing Hao & Rui Tang & Yan Yu & Nao Li & Rob Law, 2015. "Visual Appeal of Hotel Websites: An Exploratory Eye Tracking Study on Chinese Generation Y," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 607-620, Springer.
    5. A. Selin Atalay & H. Onur Bodur & Dina Rasolofoarison, 2012. "Shining in the Center: Central Gaze Cascade Effect on Product Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 848-866.
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    Cited by:

    1. Elide Di-Clemente & Ana Moreno-Lobato & Elena Sánchez-Vargas & Bárbara-Sofía Pasaco-González, 2022. "Destination Promotion through Images: Exploring Tourists′ Emotions and Their Impact on Behavioral Intentions," Sustainability, MDPI, vol. 14(15), pages 1-15, August.
    2. Duoxun Ba & Jing Zhang & Suocheng Dong & Bing Xia & Lin Mu, 2022. "Spatial-Temporal Characteristics and Driving Factors of the Eco-Efficiency of Tourist Hotels in China," IJERPH, MDPI, vol. 19(18), pages 1-24, September.
    3. Xue Sun & Yuhao Li & Bo Guo & Li Gao, 2023. "Marketing Automation: How to Effectively Lead the Advertising Promotion for Social Reconstruction in Hotels," Sustainability, MDPI, vol. 15(5), pages 1-20, March.
    4. Tsai-Chiao Wang & Jen-Son Cheng & Hsin-Yu Shih & Chia-Liang Tsai & Ta-Wei Tang & Ming-Lang Tseng & Ying-Sheng Yao, 2019. "Environmental Sustainability on Tourist Hotels’ Image Development," Sustainability, MDPI, vol. 11(8), pages 1-15, April.
    5. Zhang, Shu-Ning & Li, Yong-Quan & Liu, Chih-Hsing & Ruan, Wen-Qi, 2021. "Does live performance play a critical role in building destination brand equity — A mixed-method study of “Impression Dahongpao"," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

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