Does destination nostalgic advertising enhance tourists’ intentions to visit? The moderating role of destination type
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Date
2024
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Journal ISSN
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Publisher
Elservier
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.
Description
Tourism Management 100 (2024)
Keywords
Destination nostalgic advertising,Perceived destination type,History sense,Fashion sense,Visit intention