旅游口号信息诉求对口号态度和旅游意愿的影响研究——基于心理意象加工的视角

The Effect of Tourism Slogan Message Appeals on Attitude toward Slogan and Travel Intention: Based on the Perspective of Mental Imagery Processing Theory

文章从旅游口号信息诉求出发,基于心理意象加工理论,通过实验研究了旅游口号信息诉求对游客反应的影响及其作用机制,并在不同时间距离的旅游情景下,比较了旅游口号信息诉求对游客反应的差异化影响。研究发现,不同旅游口号信息诉求对消费者口号态度和旅游意愿的影响存在差异,心理意象加工在此过程中起中介作用;同时,时间距离会调节旅游口号信息诉求对消费者口号态度和旅游意愿的影响。文章丰富了旅游口号的有效性研究,对旅游营销组织设计、选择有效的旅游口号具有现实意义。

Tourism slogan, as an important tool to communicate the destination image, has a significant impact on consumers＇ travel decision making. While scholars have made a lot of research on the effectiveness of tourism slogan, prior studies are mostly based on the tourism slogan itself and there is few study on the interaction effect of tourists＇ psychological mechanism and tourism context. In particular, few study considers the impact of tourism slogan on tourists＇ information process and the influence of tourism context. Given the limitations in literature, this study classified the tourism slogans into two message appeals, tourism slogans of informational appeals and tourism slogans of emotional appeals. By manipulating different message appeals of tourism slogans and different temporal distance,this research adopted the experimental method to test the main effect of tourism slogan message appeals on tourists＇ attitude towards slogans and travel attention, the mediating mechanism of tourists＇ mental imagery processing, and moderating effect of temporal distance.We adopted a between-group design： 4（tourism slogan message appeals： attribute-based vs.benefit-based vs. positive emotional-based vs. negative emotional-based） ＊ 2（temporal distance： near future vs. distant future）, finding that tourism slogan message appeals have significant influence of on tourists＇ mental imagery processing. Compared with tourism slogan of emotional appeals（positive emotionalbased/negative emotional-based）, tourism slogan of informational appeals（attribute-based/benefitbased） have more significant effect on mental imagery processing, which further affects tourists＇ attitude towards slogan and travel attention. In addition, temporal distance can moderate the effect of tourism slogan message appeals on tourists＇ attitude towards slogan and travel attention. In near future context,tourism slogan of informational appeals has more significant effect on tourists＇ attitude towards slogans and travel attention than tourism slogan of emotional appeals; while in distant future context, there is no significant differences between tourism slogans of informational appeals and emotional appeals.This study contributes to the literature in several ways： first, this study provides a new perspective for the tourism slogan types study by reclassifying the tourism slogan into different message appeals,which complements the prior research on tourism slogan types. Second, this study examines the impact of different tourism slogan message appeals of on tourists＇ attitude towards slogan and travel intention,which expands research on the effectiveness of tourism slogan. Third, this study extends the application of mental imagery processing theory by showing that the effect of tourism slogan message appeals on tourists＇ attitude towards slogans and travel intention is heterogeneous. Fourth, the results of this research help to identify the boundary conditions of the tourism slogan effect and expands the research of psychological distance in construal level theory. In addition, this study has important practical value for destination marketing organizations. First, destination-marketing organizations should pay attention to the effectiveness of tourism slogan by utilizing the positive influence of tourism slogan on tourists＇ attitude towards slogan and travel intention. Second, destination-marketing organizations should try to design tourism slogans that can arouse the image perception of tourism destination in tourists＇ mind as much as possible. Last, destination-marketing organizations should carry out different management and dissemination of tourism slogans according to different temporal distances.