广告诉求对旅游广告效果的影响机制研究

Study on the Influence Mechanism of Advertising Appeal on Tourism Advertising Effect

在激烈的旅游市场竞争环境下,旅游企业通过广告向游客展示产品信息进而提高游客的旅游意愿,对于旅游企业的品牌建立及提高市场份额具有重要的现实意义。广告诉求是指企业在广告中向消费者提供的产品信息,用以打动消费者去购买广告中的产品。旅游企业如何通过恰当的广告诉求来增强广告效果,提高游客的旅游意愿已成为亟待解决的问题。研究旨在探讨广告诉求与旅游产品类型之间如何匹配才能更好地提高旅游广告的说服效果。通过实验法,探讨了广告诉求与旅游产品类型的匹配效应对游客旅游意愿的影响,以及自我一致性的中介作用。研究结果表明,广告诉求(能力型VS.温情型)和旅游产品类型(挑战型VS.放松型)对游客旅游意愿存在交互效应。具体来说,相较于温情型广告诉求,挑战型旅游产品采用能力型广告诉求更能引导游客产生更高的旅游意愿;相较于能力型广告诉求,放松型旅游产品采用温情型广告诉求更能引导游客产生更高的旅游意愿。同时文章也验证了自我一致性在广告诉求与旅游产品类型对游客旅游意愿的交互影响中起中介作用。因此,旅游企业在旅游产品的广告宣传中关注广告诉求与旅游产品类型的匹配效应具有重要的现实意义,即企业要明确其旅游产品定位,采取有针对性的广告诉求进而达到提高旅游广告宣传效果的目的。

In the fierce tourism market competition environment,tourism enterprises display product information to tourists through advertising to improve tourists'tourism willingness,which is of great significance for tourism enterprises to establish brand and increase market share.Advertising appeal refers to the product information in advertisements provided to consumers by the enterprises in order to persuade consumers to buy the advertised products.It has become an urgent problem for tourism enterprises to enhance the advertising effect and enhance tourists'tourism willingness through appropriate advertising appeals.The study aims to explore how to match advertising appeal and tourism product types to improve the persuasion effect of tourism advertising.Through the experimental method,this study discusses the effect of the interaction effect of ad-vertising appeal and tourism product type on tourists'tourism willingness,and the mediating effect of self-consistency.The results show that advertising appeal(competence vs.warmth)and tourism product type(challenging vs.relaxing)have an interaction effect on tourists'tourism willingness.Specifically,compared with the warmth advertising appeal,the challenging tourism products using the competence type advertising appeal can guide tourists to have higher travel intention;Compared with the competence advertising appeal,the warmth advertising appeal of relaxing tourism products can guide tourists to have a higher travel inten-tion.At the same time,the study also verifies that self-consistency plays an intermediary role in the interac-tion between advertising appeal and tourism product type on tourists'tourism willingness.Therefore,it is of great practical significance for tourism enterprises to pay attention to the interaction effect between advertising appeal and tourism product type in the advertising marketing of tourism products,that is,enterprises should clarify their tourism product positioning and adopt targeted advertising appeal to achieve the purpose of im-proving the effectiveness of tourism advertising.