Does destination nostalgic advertising enhance tourists’ intentions to visit? The moderating role of destination type

Abstract

This study investigates the impact of nostalgic advertising and perceived destination types on tourists using four experiments. Study 1a and Study 1b revealed that destination nostalgic advertising is more likely to evoke tourists’ history sense and further trigger visit intention, while destination non-nostalgic advertising is more likely to evoke tourists’ fashion sense and further trigger visit intention. Study 2a and Study 2b revealed that perceived destination type plays a moderating role in these effects. Nostalgic advertising in utilitarian destina­ tions is more likely to evoke tourists’ history sense and further trigger visit intentions, while non-nostalgic advertising in hedonic destinations is more likely to evoke tourists’ fashion sense and further enhance visit in­ tentions. These findings have valuable implications for destination marketers seeking to develop effective marketing strategies.