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Typography in destination advertising: An exploratory study and research perspectives

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  • Amar, Jennifer
  • Droulers, Olivier
  • Legohérel, Patrick

Abstract

In a tourism context, visual copy is an important element of print advertisements. More specifically, pictures have a significant influence on the destination attraction value and visit intentions. Curiously, typography has never been investigated academically as an execution element, despite suggestions from researchers that typography could influence the evaluation of advertisements. This experiment examines the impact of typography on advertisement evaluation in a tourism context and the impact of attitude toward the advertisement on attitude toward the destination. The impact of advertisement evaluation on destination evaluation is also tested, and results show that typography does influence advertising responses. This study highlights the important role of typography in print media destination advertising and enriches this field with a new variable: attitude toward the typography.

Suggested Citation

  • Amar, Jennifer & Droulers, Olivier & Legohérel, Patrick, 2017. "Typography in destination advertising: An exploratory study and research perspectives," Tourism Management, Elsevier, vol. 63(C), pages 77-86.
    • Handle: RePEc:eee:touman:v:63:y:2017:i:c:p:77-86
    DOI: 10.1016/j.tourman.2017.06.002
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    References listed on IDEAS

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    Cited by:

    1. 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).
    2. Pochun, Tej & Brennan, Linda & Parker, Lukas, 2018. "Advertising effects? An elemental experiment," Australasian marketing journal, Elsevier, vol. 26(4), pages 338-349.
    3. Śmiałowicz Katarzyna, 2020. "Online Marketing Communication of Polish National Art Museums in Comparison to Selected European Museums," Marketing of Scientific and Research Organizations, Sciendo, vol. 37(3), pages 33-50, September.
    4. Jean-Éric Pelet & Basma Taieb, 2022. "Context-aware optimization of mobile commerce website interfaces from the consumers’ perspective: Effects on behavioral intentions [Optimisation contextuelle des interfaces de sites Web de commerce," Post-Print hal-04138288, HAL.

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