The Role of Image in Tourism Advertising

Fang Liu, Yong Zhang

Research output: Chapter in Book/Conference paperConference paperpeer-review


Images are important to tourism advertisements, and most tourism advertisements include images of the advertised destination. Recent research suggests that image perceptions, and, in particular, image congruity and image vividness, play important roles in developing tourists’ attitudes towards tourism advertisements. This study examines Chinese tourists’ evaluation of Australian tourism advertisements from both meaning transfer and self-congruity perspectives. Results show that both image congruity and image vividness have positively influenced Chinese tourists’ attitudes towards an Australian tourism advertisement. The influences of demographic factors are also discussed.
Original languageEnglish
Title of host publicationProceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017
Subtitle of host publicationMarketing for Impact
EditorsLinda Robinson, Linda Brennan, Mark Reed
Place of PublicationMelbourne
PublisherRMIT University
Number of pages4
Publication statusPublished - 6 Dec 2017
Event2017 Australian & New Zealand Marketing Academy Conference: Marketing for impact - Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017


Conference2017 Australian & New Zealand Marketing Academy Conference
Abbreviated titleANZMAC
Internet address


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