'Are ad endorsements really annoying?' The impact of advertising in short-form tourism videos on tourists' information processing

被引:1
作者
Zhou, Han [1 ]
Sun, Tao [2 ]
Zhu, Kaige [1 ]
Li, Jiao [1 ]
Ito, Naoya [3 ]
机构
[1] Hokkaido Univ, Grad Sch Int Media Commun & Tourism Studies, Sapporo, Japan
[2] Toyo Univ, Fac Int Tourism Management, Tokyo, Japan
[3] Hokkaido Univ, Res Fac Media & Commun, Sapporo, Japan
关键词
Short-form tourism video; Online destination marketing; Information processing fluency; Mental imagery; Advertising intrusiveness; MENTAL-IMAGERY; CONSUMER RESPONSES; EXPERIENCE; STRATEGIES; FLUENCY; TIKTOK;
D O I
10.1080/13683500.2024.2371029
中图分类号
F [经济];
学科分类号
02 ;
摘要
Short-form tourism videos show high effectiveness in online destination marketing. However, some disruptive factors (i.e. embedded endorsement advertisements) diminish their marketing effectiveness by burdening the viewer's cognitive processing and breaking one's online interactive experience with the original tourism-related content in the video. Using a between-subjects online experimental design and 354 valid data from short-form video users, this study explored the effect of interruption by advertisements on the cognitive experience evoked by information stimuli from the perspective of information processing. This study also assessed the difference in short-form tourism video information processing between disturbed and undisturbed situations. In general, results revealed that the formation of destination-related mental imagery in short-form tourism videos is influenced by information processing fluency, and co-predicted both the attitudes and behavioural intentions of travel consumers. Meanwhile, the presence of advertising information in short-form videos notably obstructed users' information processing fluency as well as the formation of mental imagery, and it also attenuated their destination visit intentions. This study provides a theoretical basis for the moderate interpretation of endorsement advertisements in short-form tourism videos and sheds light on insights related to tourism marketing strategies for short-form tourism videos for relevant practising practitioners.
引用
收藏
页数:20
相关论文
共 77 条
[1]  
Ajzen I., 1980, UNDERSTANDING ATTITU
[2]   Examining Tourism Consumers' Attitudes and the Role of Sensory Information in Virtual Reality Experiences of a Tourist Destination [J].
Alyahya, Mansour ;
McLean, Graeme .
JOURNAL OF TRAVEL RESEARCH, 2022, 61 (07) :1666-1681
[3]   Virtual reality presence as a preamble of tourism experience: The role of mental imagery [J].
Bogicevic, Vanja ;
Seo, Soobin ;
Kandampully, Jay A. ;
Liu, Stephanie Q. ;
Rudd, Nancy A. .
TOURISM MANAGEMENT, 2019, 74 :55-64
[4]   Imagery Fluency and Narrative Advertising Effects [J].
Chang, Chingching .
JOURNAL OF ADVERTISING, 2013, 42 (01) :54-68
[5]   REPETITION VARIATION STRATEGIES FOR NARRATIVE ADVERTISING [J].
Chang, Chingching .
JOURNAL OF ADVERTISING, 2009, 38 (03) :51-65
[6]   Multigroup analysis of more than two groups in PLS-SEM: A review, illustration, and recommendations [J].
Cheah, Jun-Hwa ;
Amaro, Suzanne ;
Roldan, Jose L. .
JOURNAL OF BUSINESS RESEARCH, 2023, 156
[7]   Immersive experiences in digital exhibitions: The application and extension of the service theater model [J].
Chen, Sharleen Xiaolian ;
Wu, Hung-Che ;
Huang, Xiaoyuan .
JOURNAL OF HOSPITALITY AND TOURISM MANAGEMENT, 2023, 54 :128-138
[8]  
Chen Y., 2021, Journal of Sustainable Tourism, P1
[9]  
China Internet Network Information Center, 2022, 50 STAT REPORT CHINA
[10]  
Chu S. C., 2022, Journal of Marketing Communications, P1