Tourism Advertisement and It's Effects On the Formation of Consumers' Mental Imagery and Advertising Effects －A Korean Case Study
| Autor: | Yen-Yu Ting, 丁彥宇 |
|---|---|
| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 In recent years, South Korea has been successful in attracting more tourists in a highly competitive environment. The strategy of positioning in the destination image has successfully attracted the attention of consumers by their tourism advertisement, and an attractive destination image has been projected. Besides, the strategy not only arouses travel intention and physical visitation, but also brings in substantial tourism receipts. The purpose of this study is to explore (1) South Korean destination image evolution in tourism advertisements during the past 10 years (1999-2008), and (2) understand how mental imagery formed after watching the advertisement influences advertisement effects in order to make recommendations to the development of destination image and advertising photography. The first objective is accomplished through visual content analysis, and the results are used to provide the bases for the second part of advertising effects analysis. The second part is conducted through questionnaires based on the model of mental imagery (Miller, Hadjimarcou, & Miciak, 2000).This model analyzes the content of advertising (such as colors, sharpness, contrast, emotion, perception, et cetera) and the relationship between advertising-induced image and mental imagery. In addition, the analysis also involves the AIDA theory of advertising effectiveness (Dann, 1996), that is, awareness, interest, desire and action, in order to investigate the effects of tourism advertisement. The results show that the evolution of destination image of South Korean tourism advertisements in the last 10years utilize customs and culture as the core destination image. Other themes identified include cuisine, slogan and symbol, nightlife and entertainment. In the last two years the images of natural scenery and the fusion of traditional and present. As for the influence of mental imagery on advertisement effects, this study found that awareness and action is affected by modality; interest, and desire is influenced by modality, vividness, and affectivity. Keywords : destination image, mental imagery, advertising effects, visual content analysis |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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