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Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors

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  • Min, Kyeong Sam
  • Martin, Drew
  • Jung, Jae Min

Abstract

Promoting a destination challenges tourism managers when potential visitors have mixed images. Extending Koo and Fishbach's (2008) dynamic self-regulation research, this study uses diminishing sensitivity theory and proposes that a destination's goal progress information in advertising messages non-linearly influences tourists' motivation to visit the destination. A sample of 114 potential tourists was assigned randomly to scenarios employing a 2 (goal progress frame: to-date vs. to-go)×2 (goal progress rate: high vs. low) between-subjects design. The finding supports the proposition that the destination city's campaign goal progress rates moderate goal progress framing's impact on travel attractiveness. Consistent with diminishing sensitivity theory, tourists' motivation to adhere to the campaign goals depends on the distance between the current goal progress and the reference point (“differential goal progress frame effects”). Both tourists' social and personal benefits also mediate the differential goal progress frame effects.

Suggested Citation

  • Min, Kyeong Sam & Martin, Drew & Jung, Jae Min, 2013. "Designing advertising campaigns for destinations with mixed images: Using visitor campaign goal messages to motivate visitors," Journal of Business Research, Elsevier, vol. 66(6), pages 759-764.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:6:p:759-764
    DOI: 10.1016/j.jbusres.2011.09.015
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    References listed on IDEAS

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    1. Wu, Chih-Wen, 2016. "Destination loyalty modeling of the global tourism," Journal of Business Research, Elsevier, vol. 69(6), pages 2213-2219.
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    3. Baek, Tae Hyun & Yoon, Sukki, 2020. "Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Atadil, Hilmi A. & Sirakaya-Turk, Ercan & Baloglu, Seyhmus & Kirillova, Ksenia, 2017. "Destination Neurogenetics: Creation of destination meme maps of tourists," Journal of Business Research, Elsevier, vol. 74(C), pages 154-161.
    5. Monahan, Lisa & Espinosa, Jennifer A. & Langenderfer, Jeff & Ortinau, David J., 2023. "Did you hear our brand is hated? The unexpected upside of hate-acknowledging advertising for polarizing brands," Journal of Business Research, Elsevier, vol. 154(C).
    6. Nuria Recuero Virto & María Francisca Blasco López & Juan Antonio Mondejar, 2021. "Willingness to Pay More: The Quest for Superstar Museums," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(1), pages 101-114.
    7. Arminda Almeida-Santana & Sergio Moreno-Gil, 2019. "Perceived Sustainable Destination Image: Implications for Marketing Strategies in Europe," Sustainability, MDPI, vol. 11(22), pages 1-12, November.
    8. Kapuściński, Grzegorz & Richards, Barry, 2016. "News framing effects on destination risk perception," Tourism Management, Elsevier, vol. 57(C), pages 234-244.
    9. Lee, Seungae & Pounders, Kathrynn R., 2019. "Intrinsic versus extrinsic goals: The role of self-construal in understanding consumer response to goal framing in social marketing," Journal of Business Research, Elsevier, vol. 94(C), pages 99-112.
    10. Wang, Saerom & Kirillova, Ksenia & Lehto, Xinran, 2017. "Reconciling unsatisfying tourism experiences: Message type effectiveness and the role of counterfactual thinking," Tourism Management, Elsevier, vol. 60(C), pages 233-243.

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