Traveling to a Gendered Destination: A Goal-Framed Advertising Perspective

Journal of Hospitality and Tourism Research - Tập 44 Số 3 - Trang 499-522 - 2020
Li Pan1, Lu Lu2, Doğan Gürsoy3,4
1Zhejiang Normal University
2Temple University
3University of Johannesburg
4washington state university

Tóm tắt

This study aims to investigate how goal-framed advertising messages paired with destination gender can influence travel decisions. A 2 (goal-framed messages: gain vs. loss) × 2 (destination gender: masculine vs. feminine) between-subjects experiment is conducted with an online consumer panel. Analysis of variance results indicate that gain-framed messages (vs. loss-framed messages) offer a greater advantage in triggering travel intentions toward masculine destinations. This relationship is mediated by processing fluency and gender identity congruity. When a masculine (vs. feminine) tourism destination is portrayed by gain-framed (vs. loss-framed) messages, consumers experience higher processing fluency and perceive greater congruence of gender identity, causing them to be more willing to travel. Findings suggest a matching effect of goal-framed marketing strategy and destination gender. Discussions and implications for destination managers are also presented.

Từ khóa


Tài liệu tham khảo

10.1177/1088868309341564

10.1016/j.tourman.2017.06.002

10.1016/j.ijresmar.2012.04.005

10.1108/EJM-04-2017-0278

10.1016/j.annals.2007.01.005

10.1016/j.jbusres.2013.10.001

10.1016/j.jesp.2005.09.005

10.1177/1938965514556480

10.1080/0958923042000331452

Buck R., 2011, The Routledge handbook of emotions and mass media, 181

10.1016/j.tourman.2015.01.005

10.3390/socsci3020242

10.1016/j.jesp.2012.10.014

10.1111/j.1460-2466.2008.00393.x

Ditta-Apichai M., Kattiyapornpong U. (2019). Assessing the link between cultural influences and persuasibility in online daily deals. Journal of Hospitality, 1, 31-40. Retrieved from http://htmjournals.com/jh/index.php/jh/article/view/5

10.1509/jimk.15.1.030

10.1016/j.jbusres.2011.09.008

10.1002/mar.20301

10.1177/002224378101800104

10.1016/j.obhdp.2013.12.007

10.1007/s12160-011-9308-7

10.1017/S1930297500001996

10.1108/03090561211247838

10.1177/0047287513496471

10.1016/j.jbusres.2008.12.011

10.1016/j.tmp.2016.09.008

10.1080/10810730.2010.529490

10.1509/jmkr.46.1.105

10.1080/13527266.2014.918050

10.1080/10548408.2016.1237405

10.1177/1096348006287162

Hayes A. F., 2013, Journal of Educational Measurement, 51, 335

10.1108/EJM-11-2014-0723

10.1016/j.jbusres.2011.03.015

10.1016/j.tourman.2006.09.015

10.1016/j.annals.2014.05.010

10.1016/0160-7383(82)90049-4

10.1177/1096348012471377

10.1016/j.tourman.2016.06.017

10.1080/00913367.2012.10672455

10.1177/1938965513503400

10.1111/j.1549-0831.2000.tb00045.x

10.1509/jmkr.48.2.327

Kline R. B., 2011, Principles and practice of structural equation modeling

10.1023/A:1027476132607

10.1006/obhd.2001.2962

10.1086/671998

10.1177/1096348014561027

10.1509/jmkr.43.3.374

10.1037/0022-3514.86.2.205

10.1006/obhd.2001.2983

10.1006/obhd.1998.2804

10.1108/EJM-08-2012-0456

10.1108/IMR-08-2014-0276

10.1177/0047287506292688

Lu L. (2019). Online information search, familiarity, hotel expectation, perceived safety, and destination image of Thailand: A comparison between Asian and Western tourists. Journal of Hospitality, 1, 50-62. Retrieved from http://htmjournals.com/jh/index.php/jh/article/view/8

10.1016/j.jbusres.2018.07.016

10.2307/3033755

10.1007/s11002-009-9069-2

10.1177/0146167210362981

10.1080/08870446.2015.1117082

10.1080/09669580802154231

10.1207/s15327663jcp1401&2_18

10.1093/jcr/ucx110

10.1080/0965254X.2015.1011203

10.1080/10510970701849388

10.1016/j.tourman.2016.08.005

10.1177/0047287506295910

10.1016/S0160-7383(99)00113-9

10.1023/A:1007123617636

10.2753/JOA0091-3367390301

10.1002/mar.20682

10.1207/s15327957pspr0804_3

10.1016/j.tourman.2014.10.001

10.1108/EJM-03-2017-0207

10.1177/0267323106060987

10.1207/s15327663jcp1404_2

10.1086/208924

10.1177/004728750003800402

10.1177/0047287506291592

10.1016/j.paid.2014.08.029

10.1016/j.jbusres.2006.08.006

10.1016/j.tourman.2010.12.011

10.1086/655855

10.1080/19368623.2018.1477643

10.1111/jcpp.12833

10.1126/science.7455683

10.1016/j.enpol.2010.04.053

10.1002/mar.20693

10.1002/mar.20789

10.1300/J149v05n01_02

10.1007/s11199-015-0480-2

10.1016/j.tourman.2018.02.017

10.1080/19368623.2018.1382415

10.1080/00913367.2017.1408507

10.1016/j.tourman.2003.08.016

10.1016/j.tourman.2018.06.025

10.1016/j.annals.2017.03.001