旅游目的地广告的受众临场感和目的地态度研究

Audience's Telepresence to Advertisement and Attitude on Tourist Destination:Experiment based on Website Banner and Online Video Advertisements

广告是旅游目的地进行营销推广的重要方法,网络媒体广告是旅游目的地通常采用的广告方式。文章以消费者态度这一衡量广告有效性的重要指标为因变量,通过实验研究考察2个主要网络广告类型对受众的临场感和目的地态度的影响。实验场景为网络视频广告和网站动态横幅广告2个类型,其中,网站动态横幅广告根据是否有音乐又分为2个子类,共计3个实验类型。研究检测了3个实验场景中受众的临场感强度和对广告目的地的态度。结果表明:广告形式越生动,旅游兴趣提高程度越高,临场感强度也越高。纯图片的网站横幅广告效果并不显著,但是加入音乐元素可显著提升人们的旅游兴趣。视频广告效果最为明显。相比于动态视频元素,音乐元素有更高的提升效率。文章还讨论了以上结论对目的地投放广告策略的相关启示。

Advertising is an important approach to promote tourist destinations. Among different types of advertisements, internet advertisements such as website banner and online video have been commonly applied. This research explores how internet environments can engender virtual experiences.This research applies the construct of telepresence, the perception of presence within a physically simulated environment to examine the process by which media types and other factors such as information search behavior, visual imagery differences, previous travel experience, influence consumers’ destination attitudes. This study explored the audience’ s telepresence toward advertisements and their attitude on destinations through two types of online advertisements. Throughthree experimental studies, we evaluate the effect of two advertisement types — website banner and online video—on the perception of telepresence and assess the impact of telepresence on consumer attitudes toward the destinations. Among them, website banner advertisement was classified into two sub-types, with or without music.This research applied experimental approaches to study the online advertisement of Land of Dreams issued by Brand USA, a tourism marketing institute. We recruit 400 university students of a university in Shanghai to analyze the effect of online advertisement on their attitudes toward the destination promoted by the advertisement. Travel intention is the index we applied to measure participants’ attitude toward the destination. Overall, variables of this research include advertisement types, demographic characteristics of the market segmentation, telepresence, and travel intention.Participants are required to answer a questionnaire composed by three parts. The first part is about the demographic characteristics, the travel intention before the experiment, and the scale of the vividness of visual imagery. The second part is a brief introduction about the experiment and the corresponding version of the advertisement. The third part is the scale of telepresence and the travel intention after the experiment. Attention check questions are applied in the questionnaire to make sure that the respondent has watched the advertisement.Results find that the vividness of advertisement was positively related to audience’s telepresence and attitude. Website banners with music can significantly increase the telepresence and travel interests of audience. Video advertisement is the most effective type among the three advertisements in our experiments. Moreover, music element plays a more important role in increasing travel intention by compression with video, which has not been discussed by previous literature. Furthermore, this research compares the group difference of the effect of advertisement by gender, familiarity toward the destination, level of visual vividness. Implications for tourist destination marketing managers are summarized on the base of the findings.