Typography in destination advertising: Exploratory study and research perspectives

Jennifer Amar, Olivier Droulers () and Patrick Legoherel ()
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Olivier Droulers: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique
Patrick Legoherel: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage

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Abstract: In a tourism context, visual copy is an important element of print advertisements. More specifically, pictures have a significant influence on the destination attraction value and visit intentions. Curiously, typography has never been investigated academically as an execution element, despite suggestions from researchers that typography could influence the evaluation of advertisements. This experiment examines the impact of typography on advertisement evaluation in a tourism context and the impact of attitude toward the advertisement on attitude toward the destination. The impact of advertisement evaluation on destination evaluation is also tested, and results show that typography does influence advertising responses. This study highlights the important role of typography in print media destination advertising and enriches this field with a new variable: attitude toward the typography.

Keywords: Advertising; attitude; destination; évaluation; tourism development; Typography (search for similar items in EconPapers)
Date: 2017-12
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Citations: View citations in EconPapers (4)

Published in Tourism Management, 2017, 63, pp.77-86. ⟨10.1016/j.tourman.2017.06.002⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01872912

DOI: 10.1016/j.tourman.2017.06.002

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