Abstract
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 language | English |
|---|---|
| Title of host publication | Proceedings of Australian and New Zealand Marketing Academy Conference (ANZMAC) 2017 |
| Subtitle of host publication | Marketing for Impact |
| Editors | Linda Robinson, Linda Brennan, Mark Reed |
| Place of Publication | Melbourne |
| Publisher | RMIT University |
| Pages | 490-493 |
| Number of pages | 4 |
| Publication status | Published - 6 Dec 2017 |
| Event | 2017 Australian & New Zealand Marketing Academy Conference: Marketing for impact - Melbourne, Australia Duration: 4 Dec 2017 → 6 Dec 2017 https://anzmac.wildapricot.org/Programme |
Conference
| Conference | 2017 Australian & New Zealand Marketing Academy Conference |
|---|---|
| Abbreviated title | ANZMAC |
| Country/Territory | Australia |
| City | Melbourne |
| Period | 4/12/17 → 6/12/17 |
| Internet address |
