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- W2230002047 abstract "Before visiting travel destinations, potential visitors may seek communication cues to determine whether the destinations fit their tourism desires. It is of considerable importance for tourism DMOs to understand the effects of various types of imagery-evoking stimuli on tourists’ visionary responses to advertising material. Accordingly, they face the need to evaluate the efficacy of advertising promotions. To date, however, there has been a paucity of research on the cognitive processes underlying the observed effects of ads featuring visuals and text versus audio mental imagery only within the context of the tourism field. This study explores how ads that include visuals and text compare with high imagery audio imagery in destination advertisements in affecting the allocation of processing resources to encode the message in memory. This study introduces a psychophysiology model-LC4MP-and a physiological measure (heart rate) that examines mental processing of tourism ads. Heart rate results showed that participants’ heart was faster for high imagery audio ads compared to visual/text ads. Self-reported destination imagery was greater during high-imagery audio advertisements compared to video advertisements. The results indicate that high-imagery audio ads appear to lead people to invest more effort into committing the images to memory. Theoretical and practical implications are discussed." @default.
- W2230002047 created "2016-06-24" @default.
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- W2230002047 date "2011-07-01" @default.
- W2230002047 modified "2023-09-25" @default.
- W2230002047 title "AN EXPERIMENTAL INVESTIGATION OF MOTIVATED COGNITIVE PROCESSING OF ADVERTISEMENTS FOR TOURISM DESTINATIONS" @default.
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