Destination advertisement semiotic signs: Analysing tourists' visual attention and perceived ad effectiveness

Marina Lourenção, Janaina de Moura Engracia Giraldi and Jorge Henrique Caldeira de Oliveira

Annals of Tourism Research, 2020, vol. 84, issue C

Abstract: This study analyses the influence of destination photographs' communication type and destination country-brand logo and slogan used in ads on the tourists' visual attention and perceived ad effectiveness. It was conducted a multi-method experiment using eye-tracking to measure visual attention, and a questionnaire to analyse perceived ad effectiveness. This paper extends the institutional theory in tourism advertisement by indicating that destination photographs provided from induced communication have a more positive influence on tourists' perceived ad effectiveness than the combined communication. Furthermore, it is indicated that the destination country-brand logo and slogan contribute to obtaining higher tourists' visual attention to the entire advertisement. Tourism organisations should develop advertisements with induced communication and country-brand logo and slogan to obtain better tourists' responses.

Keywords: Destination advertisement; Semiotic signs; Destination photographs; Logo and slogan; tourists' visual attention; tourists' perceived ad effectiveness (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:84:y:2020:i:c:s0160738320301456

DOI: 10.1016/j.annals.2020.103001

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