Šegota, Tina ORCID: https://orcid.org/0000-0001-7994-1396 (2023) Exploring the role of advertising in the context of tourist-destination congruity. Journal of Travel Research. ISSN 0047-2875 (Print), 1552-6763 (Online) (doi:10.1177/00472875231168621)

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Abstract

Tourists are flooded with advertising messages, including destination-attribute-based or user-imagery-based pictures, to persuade them to visit the destination. While research emphasizes destination choice to result from tourist-destination congruity, examining the influence different pictures have on tourist decision-making is of increasing interest. Therefore, this study sought to investigate the efficacy of destination-attribute-based versus user-imagery-based ad stimuli to influence the tourist-destination congruity and predict a person’s likelihood of choosing the destination. Results from a quantitative study of 496 young Slovenians show that a higher degree of ideal and social ideal tourist-destination congruence would lower one’s perceived purchase risk and yield positive attitudes toward the ad with a destination-attribute-based picture as opposed to the ad with a user-imagery-based picture. Implications for destination marketing are discussed, such as evaluating a typical destination visitor when one is included in the advertising and when one is not.

Item Type:	Article
Uncontrolled Keywords:	congruity; advertising; marketing; tourist; picture; visualization
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism Faculty of Business > Tourism Research Centre
Last Modified:	03 May 2023 10:22
URI:	http://gala.gre.ac.uk/id/eprint/39082

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