Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis

Tsai Chiao Wang, Chia Liang Tsai and Ta Wei Tang
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Tsai Chiao Wang: Institute of Physical Education, Health & Leisure Studies, National Cheng Kung University, No.1 University Road, Tainan City 701, Taiwan
Chia Liang Tsai: Institute of Physical Education, Health & Leisure Studies, National Cheng Kung University, No.1 University Road, Tainan City 701, Taiwan
Ta Wei Tang: Department of Leisure and Recreation Management, Asia University, No. 500 Lioufeng Road, Wufeng, Taichung City 413, Taiwan

Sustainability, 2018, vol. 10, issue 9, 1-13

Abstract: The beautiful, natural environment in a tourist hotel’s marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels’ performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel’s (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

Keywords: visual attention; eye-tracking; attention restoration theory; nature-based servicescape; behavioral intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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