Emotional Responses to Tourism Advertisement in Different Cultures

Arghavan Hadinejad, Noel Scott and Brent D. Moyle

Chapter 14 in Creating and Managing Experiences in Cultural Tourism, 2019, pp 225-238 from World Scientific Publishing Co. Pte. Ltd.

Abstract: There is an ongoing scholarly debate surrounding how culture defines consumers’ responses to advertisements (Wahid & Ahmed, 2011). Cultural differences affect the way people think about an advertisement and consequently influence advertising interpretations. A large number of marketing studies have explored the effect of cultural differences on thinking style in response to advertising, with East Asian countries as holistic thinkers and Western societies as analytical thinkers (Nisbett et al., 2001). While holistic thinking involves the subject as a whole, analytical thinking focuses on attributes of the object. Cultural differences result in different perceptions and attitudes toward advertisements (Zou, 2005). However, there is limited research on emotional responses to advertising in different cultures…

Keywords: Experience Economy; Cultural Tourism; Emotional Marketing; Experience Design; Interpretation of Culture; Tourism Planning; Sustainability (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (3)

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