 The impact of power on destination advertising effectiveness: The moderating role of arousal in advertisingHongyan Jiang, Huimin Tan, Yeyi Liu, Fang Wan and Dogan Gursoy Annals of Tourism Research, 2020, vol. 83, issue C Abstract: This study examines the impact of culturally-derived power (i.e., personalized vs. socialized power) on the effectiveness of destination advertising via the moderation of arousal in advertising, by identifying regulatory focus as an underlying mechanism. The findings indicate that high-arousal tourism destination advertisement is more effective for individuals primed with personalized power; low-arousal advertisement is more effective for individuals primed with socialized power. Culturally-derived power is found related to regulatory focus, which interacts with arousal in advertising to influence destination advertising effectiveness. This work not only contributes to the tourism literature by providing a new cultural perspective to the investigation of power, but also informs destination marketers of the importance of designing tailored advertising messages for different tourists. Keywords: Power; Destination advertising effectiveness; Arousal in advertising; Cultural orientation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:83:y:2020:i:c:s0160738320300700 DOI: 10.1016/j.annals.2020.102926 Access Statistics for this article Annals of Tourism Research is currently edited by John Tribe More articles in Annals of Tourism Research from Elsevier |
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