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Effective destination advertising: Matching effect between advertising language and destination type

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  • Byun, Jaemun
  • Jang, SooCheong (Shawn)

Abstract

Destination advertising is important as a communication resource for both travelers and destination managers. This study attempted to identify effective advertising language for destinations through a 2 × 2 experimental design with affective and cognitive language by hedonic and utilitarian destination types. The results suggest that advertising language has no significant effects on travelers' attitudes and behavioral intentions toward advertisements. However, when the destination type moderates, a significant interaction effect was found for both city-level and attraction-level destination advertisements. Travelers tend to show more positive attitudes toward cognitive language in city-level utilitarian destination advertisements, whereas they tend to show more positive attitudes toward affective language in attraction-level hedonic destination advertisements. This implies that managers can more effectively promote their destinations by matching advertising language with destination type.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:touman:v:50:y:2015:i:c:p:31-40
    DOI: 10.1016/j.tourman.2015.01.005
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    References listed on IDEAS

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    Cited by:

    1. Wang, Fatima & Lopez, Carmen, 2020. "Does communicating safety matter?," Annals of Tourism Research, Elsevier, vol. 80(C).
    2. Wen Zhang & Daniel R. Fesenmaier, 2018. "Assessing emotions in online stories: comparing self-report and text-based approaches," Information Technology & Tourism, Springer, vol. 20(1), pages 83-95, December.
    3. 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).
    4. 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).
    5. Enrique Marinao-Artigas & Karla Barajas-Portas, 2021. "A Cross-Destination Analysis of Country Image: A Key Factor of Tourism Marketing," Sustainability, MDPI, vol. 13(17), pages 1-20, August.
    6. Viktorija Grigaliūnait&# & Lina Pilelien&#, 2023. "Effective Domestic Tourism Advertising Layout: Lithuanian Perspective," Central European Business Review, Prague University of Economics and Business, vol. 2023(5), pages 93-116.
    7. 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.
    8. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).

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