Relaxing or challenging? How social crowding influences the effectiveness of activity-based destination advertising

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NETL
NSTL
Elsevier

外文摘要：© 2023 Elsevier LtdWith the return of global travel in the wake of the COVID-19 pandemic, destination marketers face the major challenge of attracting tourists via advertisements in an environment characterized by fierce competition and comparatively limited budgets after a long hiatus. This research examines the effectiveness of different activity-based destination advertising tactics in crowded environments. Advertisements promoting tourism activities are poised to be particularly effective in the post-COVID-19 landscape, as tourists now prioritize experiential activities after enduring years of restrictions. This research shows that social crowding influences people's reactions to advertisements promoting different activities (relaxing vs. challenging). Specifically, in more (vs. less) crowded places, people are less (more) likely to be attracted by challenging (relaxing) activity-based advertisements because crowding triggers risk aversion. More importantly, promoting challenging (relaxing) activities with a loss (gain) frame triggers positive reactions to advertisements in a crowded environment.

外文关键词：

Challenging versus relaxing activityCrowdingPost-COVID-19 marketing strategyRisk aversionTourism advertising frame

作者：

Xue N.I.、Wan L.C.、Liu X.S.、Hou Y.

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作者单位：

School of Hotel and Tourism Management (SHTM) The Chinese University of Hong Kong (CUHK)

Department of Integrated Resort and Tourism Management (DRTM) Faculty of Business Administration University of Macau||Department of Integrated Resort and Tourism Management University of Macau

Department of Integrated Resort and Tourism Management (DRTM) Faculty of Business Administration University of Macau

出版年：

2024

DOI：

10.1016/j.tourman.2023.104839

Tourism management

ISSN：0261-5177

年,卷(期)：2024.100(Feb.)

参考文献量100