 Emotional or rational? The congruence effect of message appeals and country stereotype on tourists' international travel intentionsWenting Feng, Yizhuo Liu and Dongmei Li Annals of Tourism Research, 2022, vol. 95, issue C Abstract: Advertising can be used to promote tourism recovery post-COVID-19 pandemic. However, the effectiveness of such advertising in the pandemic context remains uncertain. This study shows that when a country is associated with a warmth stereotype, advertisements with emotional appeals increase visit intention, whereas advertisements with rational appeals are more effective when the country is associated with a competence stereotype. These relationships are mediated by processing fluency and strengthened when the perceived health risk at a destination is low. Our study enriches tourism research by revealing that the effectiveness of destination advertising depends on a combination of tourists' pre-established country stereotypes, destination marketing organizations' advertising messages, and the pandemic environment. It also introduces metacognition as a new mechanism underlying travel decisions. Keywords: Message appeal; Visit intention; Country stereotype; Processing fluency; Health risk (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:95:y:2022:i:c:s0160738322000743 DOI: 10.1016/j.annals.2022.103423 Access Statistics for this article Annals of Tourism Research is currently edited by John Tribe More articles in Annals of Tourism Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.