Emotional or rational? The congruence effect of message appeals and country stereotype on tourists' international travel intentions
Annals of Tourism Research
; 95:103423, 2022.
Article
in English
| ScienceDirect | ID: covidwho-1866840
ABSTRACT
Advertising can be used to promote tourism recovery post-COVID-19 pandemic. However, the effectiveness of such advertising in the pandemic context remains uncertain. This study shows that when a country is associated with a warmth stereotype, advertisements with emotional appeals increase visit intention, whereas advertisements with rational appeals are more effective when the country is associated with a competence stereotype. These relationships are mediated by processing fluency and strengthened when the perceived health risk at a destination is low. Our study enriches tourism research by revealing that the effectiveness of destination advertising depends on a combination of tourists' pre-established country stereotypes, destination marketing organizations' advertising messages, and the pandemic environment. It also introduces metacognition as a new mechanism underlying travel decisions.
Full text:
Available
Collection:
Databases of international organizations
Database:
ScienceDirect
Type of study:
Experimental Studies
Language:
English
Journal:
Annals of Tourism Research
Year:
2022
Document Type:
Article
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