Publication Date
2-1-2024
Document Type
Article
Publication Title
Tourism Management
Volume
100
DOI
10.1016/j.tourman.2023.104810
Abstract
This study investigates the impact of nostalgic advertising and perceived destination types on tourists using four experiments. Study 1a and Study 1b revealed that destination nostalgic advertising is more likely to evoke tourists' history sense and further trigger visit intention, while destination non-nostalgic advertising is more likely to evoke tourists' fashion sense and further trigger visit intention. Study 2a and Study 2b revealed that perceived destination type plays a moderating role in these effects. Nostalgic advertising in utilitarian destinations is more likely to evoke tourists' history sense and further trigger visit intentions, while non-nostalgic advertising in hedonic destinations is more likely to evoke tourists’ fashion sense and further enhance visit intentions. These findings have valuable implications for destination marketers seeking to develop effective marketing strategies.
Funding Number
71774176
Funding Sponsor
National Natural Science Foundation of China
Keywords
Destination nostalgic advertising, Fashion sense, History sense, Perceived destination type, Visit intention
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Department
Hospitality, Tourism, and Event Management
Recommended Citation
Lujun Su, Chengzhi Ye, and Yinghua Huang. "Does destination nostalgic advertising enhance tourists’ intentions to visit? The moderating role of destination type" Tourism Management (2024). https://doi.org/10.1016/j.tourman.2023.104810
