IDEAS home Printed from https://ideas.repec.org/a/eee/anture/v84y2020ics0160738320301456.html
   My bibliography  Save this article

Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness

Author

Listed:
  • Lourenção, Marina
  • de Moura Engracia Giraldi, Janaina
  • de Oliveira, Jorge Henrique Caldeira

Abstract

This study analyses the influence of destination photographs' communication type and destination country-brand logo and slogan used in ads on the tourists' visual attention and perceived ad effectiveness. It was conducted a multi-method experiment using eye-tracking to measure visual attention, and a questionnaire to analyse perceived ad effectiveness. This paper extends the institutional theory in tourism advertisement by indicating that destination photographs provided from induced communication have a more positive influence on tourists' perceived ad effectiveness than the combined communication. Furthermore, it is indicated that the destination country-brand logo and slogan contribute to obtaining higher tourists' visual attention to the entire advertisement. Tourism organisations should develop advertisements with induced communication and country-brand logo and slogan to obtain better tourists' responses.

Suggested Citation

  • Lourenção, Marina & de Moura Engracia Giraldi, Janaina & de Oliveira, Jorge Henrique Caldeira, 2020. "Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness," Annals of Tourism Research, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:anture:v:84:y:2020:i:c:s0160738320301456
    DOI: 10.1016/j.annals.2020.103001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0160738320301456
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.annals.2020.103001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Hunter, William Cannon, 2016. "The social construction of tourism online destination image: A comparative semiotic analysis of the visual representation of Seoul," Tourism Management, Elsevier, vol. 54(C), pages 221-229.
    2. Viglia, Giampaolo & Dolnicar, Sara, 2020. "A review of experiments in tourism and hospitality," Annals of Tourism Research, Elsevier, vol. 80(C).
    3. Li, Mimi & Chen, Yuhao & Wang, Jingqiang & Liu, Tingting, 2020. "Children's attention toward cartoon executed photos," Annals of Tourism Research, Elsevier, vol. 80(C).
    4. Simola, Jaana & Kuisma, Jarmo & Kaakinen, Johanna K., 2020. "Attention, memory and preference for direct and indirect print advertisements," Journal of Business Research, Elsevier, vol. 111(C), pages 249-261.
    5. 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.
    6. Kim, Hany & Stepchenkova, Svetlana, 2015. "Effect of tourist photographs on attitudes towards destination: Manifest and latent content," Tourism Management, Elsevier, vol. 49(C), pages 29-41.
    7. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    8. Byun, Jaemun & Jang, SooCheong (Shawn), 2015. "Effective destination advertising: Matching effect between advertising language and destination type," Tourism Management, Elsevier, vol. 50(C), pages 31-40.
    9. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    10. Field, Andy Peter Professor & Wilcox, Rand R., 2017. "Robust statistical methods: a primer for clinical psychology and experimental psychopathology researchers," OSF Preprints v3nz4, Center for Open Science.
    11. Ben Slimane, Karim & Chaney, Damien & Humphreys, Ashlee & Leca, Bernard, 2019. "Bringing institutional theory to marketing: Taking stock and future research directions," Journal of Business Research, Elsevier, vol. 105(C), pages 389-394.
    12. Karim Ben Slimane & Damien Chaney & Ashlee Humphreys & Bernard Leca, 2019. "Bringing institutional theory to marketing: Taking stock and future research directions," Post-Print hal-02534085, HAL.
    13. Henrik Hagtvedt & S. Adam Brasel, 2017. "Color Saturation Increases Perceived Product Size," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 396-413.
    14. Taşkın, Çağatan & Koç, Erdoğan & Boz, Hakan, 2017. "Perceptual Image of Conflict-Ridden Destinations: An EEG and Eye Tracker Analysis," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 8(3), pages 533-553, July.
    15. Li, Qian & Huang, Zhuowei(Joy) & Christianson, Kiel, 2017. "Ambiguity tolerance and advertising effectiveness," Annals of Tourism Research, Elsevier, vol. 63(C), pages 216-222.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. Aroa Costa-Feito & Ana M. González-Fernández & Carmen Rodríguez-Santos & Miguel Cervantes-Blanco, 2023. "Electroencephalography in consumer behaviour and marketing: a science mapping approach," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tierney, Kieran D. & Oswald Karpen, Ingo & Westberg, Kate, 2022. "Brand meaning and institutional work: The light and dark sides of service employee practices," Journal of Business Research, Elsevier, vol. 151(C), pages 244-256.
    2. Suvi Nenonen & Kaj Storbacka, 2021. "Market-shaping: navigating multiple theoretical perspectives," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 336-353, December.
    3. Jafari, Aliakbar & Aly, Marwa & Doherty, Anne Marie, 2022. "An analytical review of market system dynamics in consumer culture theory research: Insights from the sociology of markets," Journal of Business Research, Elsevier, vol. 139(C), pages 1261-1274.
    4. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).
    5. Jiang, Hongyan & Tan, Huimin & Liu, Yeyi & Wan, Fang & Gursoy, Dogan, 2020. "The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising," Annals of Tourism Research, Elsevier, vol. 83(C).
    6. Molinillo, Sebastian & Liébana-Cabanillas, Francisco & Anaya-Sánchez, Rafael & Buhalis, Dimitrios, 2018. "DMO online platforms: Image and intention to visit," Tourism Management, Elsevier, vol. 65(C), pages 116-130.
    7. Cherrier, Hélène & Türe, Meltem, 2022. "Blame work and the scapegoating mechanism in market status-quo," Journal of Business Research, Elsevier, vol. 144(C), pages 1207-1217.
    8. Filieri, Raffaele & Lin, Zhibin & Pino, Giovanni & Alguezaui, Salma & Inversini, Alessandro, 2021. "The role of visual cues in eWOM on consumers’ behavioral intention and decisions," Journal of Business Research, Elsevier, vol. 135(C), pages 663-675.
    9. Deng, Ning & Li, Xiang (Robert), 2018. "Feeling a destination through the “right” photos: A machine learning model for DMOs’ photo selection," Tourism Management, Elsevier, vol. 65(C), pages 267-278.
    10. Huff, Aimee Dinnin & Barnhart, Michelle, 2022. "UNRAVEL-ing gnarly knots: A path for researching market-entangled wicked social problems," Journal of Business Research, Elsevier, vol. 144(C), pages 717-727.
    11. Yulin Chen, 2019. "Information Clues and Emotional Intentions: A Case Study of the Regional Image of the Cultural and Creative Community," Administrative Sciences, MDPI, vol. 9(2), pages 1-27, May.
    12. Christian H. Koch, 0. "Brands as activists: The Oatly case," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    13. Breidbach, Christoph F. & Tana, Silviana, 2021. "Betting on Bitcoin: How social collectives shape cryptocurrency markets," Journal of Business Research, Elsevier, vol. 122(C), pages 311-320.
    14. Natalia Rubio & Nieves Villaseñor & Maria Jesús Yague, 2019. "Does Use of Different Platforms Influence the Relationship between Cocreation Value-in-Use and Participants’ Cocreation Behaviors? An Application in Third-Party Managed Virtual Communities," Complexity, Hindawi, vol. 2019, pages 1-15, January.
    15. Christian H. Koch, 2020. "Brands as activists: The Oatly case," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 593-606, September.
    16. Laurianne Schmitt & Eric Casenave & Jessie Pallud, 2021. "Salespeople's work toward the institutionalization of social selling practices," Post-Print hal-03868903, HAL.
    17. Lyngdoh, Teidorlang & Chefor, Ellis & Hochstein, Bryan & Britton, Benjamin P. & Amyx, Douglas, 2021. "A systematic literature review of negative psychological states and behaviors in sales," Journal of Business Research, Elsevier, vol. 122(C), pages 518-533.
    18. Assumpció Huertas & Antonio Moreno & Jordi Pascual, 2021. "Place Branding for Smart Cities and Smart Tourism Destinations: Do They Communicate Their Smartness?," Sustainability, MDPI, vol. 13(19), pages 1-18, October.
    19. Patel, Pankaj C. & Oghazi, Pejvak & Arunachalam, S., 2023. "Does consumer privacy act influence firm performance in the retail industry? Evidence from a US state-level law change," Journal of Business Research, Elsevier, vol. 162(C).
    20. Emmanuel Ogiemwonyi Arakpogun & Padmali Rodrigo & Femi Olan, 2022. "“You Shall Not Pass” without a Jab: An Institutional Theory Perspective to COVID-19 Vaccine Passport Policies," IJERPH, MDPI, vol. 19(21), pages 1-18, October.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:anture:v:84:y:2020:i:c:s0160738320301456. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/annals-of-tourism-research/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.