The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising

被引：27

作者：

Jiang, Hongyan ^{[1
]}

Tan, Huimin ^{[2
]}

Liu, Yeyi ^{[3
]}

Wan, Fang ^{[4
]}

Gursoy, Dogan ^{[5
,6
]}

机构：

[1] China Univ Min & Technol, Sch Econ & Management, Beijing, Peoples R China

[2] Southwestern Univ Finance & Econ, Sch Business Adm, Chengdu 611130, Peoples R China

[3] Univ Leeds, Leeds Univ Business Sch, Leeds, W Yorkshire, England

[4] Univ Manitoba, Asper Sch Business, Dept Mkt, Winnipeg, MB, Canada

[5] Washington State Univ, Sch Hospitality Business Management, Pullman, WA 99164 USA

[6] Univ Johannesburg, Sch Tourism & Hospitality, Johannesburg, South Africa

来源：

ANNALS OF TOURISM RESEARCH | 2020年 / 83卷

基金：

中国国家自然科学基金;

关键词：

Power; Destination advertising effectiveness; Arousal in advertising; Cultural orientation; REGULATORY FOCUS; VERTICAL INDIVIDUALISM; EMOTIONAL AROUSAL; DECISION-MAKING; INFORMATION; AIRBNB; ORIENTATION; INVOLVEMENT; PREVENTION; EXPERIENCE;

D O I：

10.1016/j.annals.2020.102926

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines the impact of culturally-derived power (i.e., personalized vs. socialized power) on the effectiveness of destination advertising via the moderation of arousal in advertising, by identifying regulatory focus as an underlying mechanism. The findings indicate that high-arousal tourism destination advertisement is more effective for individuals primed with personalized power; low-arousal advertisement is more effective for individuals primed with socialized power. Culturally-derived power is found related to regulatory focus, which interacts with arousal in advertising to influence destination advertising effectiveness. This work not only contributes to the tourism literature by providing a new cultural perspective to the investigation of power, but also informs destination marketers of the importance of designing tailored advertising messages for different tourists.

引用

页数：13

共 50 条

[1] AROUSAL AND ADVERTISING EFFECTIVENESS
SINGH, SN
CHURCHILL, GA
JOURNAL OF ADVERTISING, 1987, 16 (01) : 4 - &
[2] The power of visuals in destination advertising
Li, Shanshi
Huang, Huiling
Liu, Xinyu
Chen, Zhenyu
ANNALS OF TOURISM RESEARCH, 2024, 107
[3] ADVERTISING EFFECTIVENESS - THE ROLE OF ADVERTISING SCHEMAS
STOLTMAN, JJ
1991 AMA WINTER EDUCATORS CONFERENCE : MARKETING THEORY AND APPLICATIONS, VOL 2, 1991, : 317 - 318
[4] The impact of advertising on patrons' emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal
Hyun, Sunghyup Sean
Kim, Wansoo
Lee, Myong Jae
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2011, 30 (03) : 689 - 700
[5] Does destination nostalgic advertising enhance tourists' intentions to visit? The moderating role of destination type
Su, Lujun
Ye, Chengzhi
Huang, Yinghua
TOURISM MANAGEMENT, 2024, 100
[6] CENTRAL AND PERIPHERAL ROUTES TO ADVERTISING EFFECTIVENESS - THE MODERATING ROLE OF INVOLVEMENT
PETTY, RE
CACIOPPO, JT
SCHUMANN, D
JOURNAL OF CONSUMER RESEARCH, 1983, 10 (02) : 135 - 146
[7] An expanded framework for measuring the effectiveness of destination advertising
McWilliams, EG
Crompton, JL
TOURISM MANAGEMENT, 1997, 18 (03) : 127 - 137
[8] Celebrity endorsement effectiveness for print destination advertising
van der Veen, Robert
EUROPEAN JOURNAL OF TOURISM RESEARCH, 2009, 2 (02): : 186 - 189
[9] Modeling and evaluating the effectiveness of AR advertising and the moderating role of personality traits
Uribe, Rodrigo
Labra, Rafael
Manzur, Enrique
INTERNATIONAL JOURNAL OF ADVERTISING, 2022, 41 (04) : 703 - 730
[10] Advertising Effectiveness: The Moderating Effect of Firm Strategy
McAlister, Leigh
Srinivasan, Raji
Jindal, Niket
Cannella, Albert A.
JOURNAL OF MARKETING RESEARCH, 2016, 53 (02) : 207 - 224

← 1 2 3 4 5 →