ABSTRACT
The COVID-19 pandemic has severely impacted the tourism and hospitality industries worldwide. Tourism destination marketing has been an heated focus in tourism and hospitality academia, it is widely believed that it can promote the revival of industries in the post-pandemic era. But there is a lack of research on different graphic presentation forms in tourism advertisements. To bridge the gap in the related literature, this study aims at studying the impact of the image and text presentation forms of the scenic spot's name in tourism advertisements on tourists' visit intention to the tourist destination city by combining the theory of constructivism in cognitive psychology, SOR model, and affective-cognitive model to conduct a 2 × 2 between-group experiment. The study found that when the text part contains the scenic spot's name, the tourism advertisement has a significant impact on tourists' perceived advertising effectiveness, destination affective image, and visit intention. The results of eye tracking analysis also showed that fixation points are primarily distributed in the text part. Furthermore, this study explored the chain mediating mechanism of perceived advertising effectiveness and destination affective image and discovered that the impact of the text presentation form on the visit intention can be realized through the mediating effect of perceived advertising effectiveness and destination affective image. This study puts forward some suggestions for the tourism advertising and destination marketing of scenic spots with high-familiarity of destination cities with low-familiarity and improving the image of tourist destination cities.
ABSTRACT
Although COVID-19 lockdowns and travel regulations have restricted the spatial area for human activities, tourists can still use virtual devices and applications for travel purposes. This study aimed to explore the thermal comfort and satisfaction of tourists under various tourist activity intensities, using experimental and semi-structured interview methods, combined with microclimate simulation experiments and electrocardiogram data to monitor physiological indicators. The results showed that: (1) The thermal comfort of virtual tourists had a significant correlation with the environmental temperature. (2) The thermal comfort of virtual tourists differed under various activity intensities. The virtual tourism activity intensity moderated the relation between environmental temperature and tourists' thermal comfort. (3) In the state of exercise (slow walking, fast walking), the environmental temperature affected tourists' physiological indicators. (4) Virtual tourism that integrates realistic visual, audio, and tactile sensations can improve tourists' perception and satisfaction. The results provide a new perspective for the study of the virtual tourism experience and thermal comfort. In addition, it provides theoretical and practical support for the development of virtual tourism scenes in the environmental temperature context.