Leveraging horizon height in a panoramic advertisement to promote tourism advertising effectiveness: a construal fit perspective

Juan Liu, Xing’an Xu and Honglei Xiao

Current Issues in Tourism, 2024, vol. 27, issue 13, 2170-2192

Abstract: A variety of visual information has received attention in the field of destination sensory marketing. However, the horizon height in a panoramic advertising image – one visual message often used in advertising – has yet to be researched. This research causes several noteworthy findings through three scenario-based experiments. Results reveal that the horizon height in a tourism panoramic advertisement should be tailored to the tourism activity type to enhance advertising effectiveness (i.e. increased travel intention): for a relaxing activity, customers should be exposed to a panoramic advertisement featuring a high horizon; for a challenging activity, a panorama with a low horizon is more persuasive. Findings also unearth the mediating (i.e. engagement) and moderating (i.e. narrative perspective) effects behind the interaction between the horizon height in a panoramic advertising view and tourism activity type on travel intention. These discoveries enrich the literature on tourism destination sensory marketing and provide destination marketers with a novel means of attracting visitors.

Date: 2024
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DOI: 10.1080/13683500.2023.2247530

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