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

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