Explaining viewer affect with imagery diagnosis model

Chen, Meng-Mei (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Zizka, Laura (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Girardin, Florent (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Zhang, Effie (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

Understanding the emotions of the photo audience or Viewer Affect is essential because marketers want to elicit specific responses with photos. Nevertheless, the relationship between Viewer Affect and tourists' behavioral intentions is still unclear. This research investigated Viewer Affect with association strengths and association valences of destination photos and statements and developed the Imagery Diagnosis Model as a new approach to synthesize findings. The Imagery Diagnosis Model recommends leveraging Treasures, developing Hidden Gems, ignoring Traps, and proceeding cautiously with Roadblocks. Furthermore, this research used the Destination Content Model to test the impact of Viewer Affect on travelers' behavioral intentions. Our findings suggest that Destination Affect positively influences willingness to visit, recommend, and pay. Destination marketers evoke Destination Affect with text or photos but use text to change Destination Image. This research collected 796 online responses from four countries and used the structural equation modeling to confirm the Destination Content Model.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Date:
2021-04
Pagination:
14 p.
Published in:
Tourism Management Perspectives
Numeration (vol. no.):
2021, vol. 38, article 100814, pp. 1-14
DOI:
ISSN:
2211-9736
Appears in Collection:



 Record created 2021-06-11, last modified 2021-06-21

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