Designing effective advertising by matching advertising contents and language with tourists’ travel motivation

다국어 초록 (Multilingual Abstract)

Effective advertising can help managers attract tourists to their businesses. This study examined whether matching advertising contents and language with tourists’ travel motivation would have positive impacts on tourists’ responses toward advertising through two consecutive between-subject design experiments. Both hedonic travel motivation and utilitarian travel motivation scenarios are designed. Then, two advertisements are designed for each experiment: affective advertising contents vs. cognitive advertising contents and assertive advertising language vs. suggestive advertising language. The findings demonstrate that respondents with utilitarian travel motivation showed more positive attitudes and behavioral intentions toward affective advertising contents than cognitive advertising contents. They also showed stronger behavioral intentions toward suggestive advertising language than assertive advertising language. In contrast, respondents with utilitarian travel motivation showed no different responses, between affective advertising contents and cognitive advertising contents, and likewise between suggestive advertising language and assertive advertising language. The findings imply that advertising contents and language can make significant impacts on tourists’ responses especially for tourists whose travel motivation is utilitarian. Thus, managers of local businesses should design different advertising to target local consumers and tourists. This study further implies that advertising can be managed to be more effective by matching its components with diverse aspects of destination and tourism.

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