广告图形表现形式对受众遗产旅游广告态度的影响  

The Effects of Different Types of Images on Tourists’ Attitudes toward Heritage Tourism Advertising

作　　者：苗苗 马晨雅 蒋玉石[2,3] MIAO Miao;MA Chenya;JIANG Yushi(Gingko College of Hospitality,Management,Chengdu 611743,China;School of Economics and Management,Southwest Jiaotong University,Chengdu 610031,China;Service Science and Innovation Key Laboratory of Sichuan Province,Southwest Jiaotong University,Chengdu 610031,China)

机构地区：[1]成都银杏酒店管理学院,四川成都611743 [2]西南交通大学经济管理学院,四川成都610031 [3]西南交通大学服务科学与创新四川省重点实验室,四川成都610031

出　　处：《旅游学刊》2021年第10期74-84,共11页Tourism Tribune

基　　金：国家社会科学基金项目“新技术背景下消费者隐私的问题识别与协同保护机制研究”(20BSH103);教育部人文社会科学研究项目“互联网时代拟人化广告对品牌传播的影响研究:基于眼动视角”(19YJC860033)共同资助。

摘　　要：随着以文化为基础的旅游业的不断发展,遗产旅游逐渐引起广大营销者和学者们的关注,遗产旅游广告在旅游目的地视觉可视化营销中也发挥了越来越重要的作用。文章基于解释水平和匹配性理论,通过两个研究探讨了广告图形表现形式(摄影广告vs.绘画广告)对受众遗产旅游广告态度的影响。研究一发现,广告图形表现形式和文化遗产类型之间存在交互效应,当物质文化遗产使用摄影广告、非物质文化遗产使用绘画广告时,更能引发受众积极的广告态度,并且受众的匹配性感知在这一交互效应中具有中介作用。研究二发现,在广告图形表现形式和文化遗产类型的交互关系中,熟悉度起到了重要的调节作用,熟悉度越高,受众对广告图形表现形式与文化遗产类型的匹配性感知越强。With the continuous development of culture-based tourism,heritage tourism has attracted increasing attention from marketers and scholars.The intangible nature of heritage tourism has led marketers to rely heavily on visual advertising.As the proverb says, "A picture is worth a thousand words." Because the inclusion of images in print advertising can help the audience to develop a positive attitude toward the advertisement,images are widely used in heritage tourism advertisements.Previous research has explored the relationship between advertising form,especially the visual elements of advertisements such as font,color,shape,and spatial arrangement,and advertising content.Given that images are also key elements of advertisements,their role cannot be ignored.Advertising images can be divided into two categories:photographs and illustrations.However,it is unclear how these categories of advertising images affect tourists’ attitudes toward heritage tourism advertisements.Construal level theory and fit theory state that there is a positive correlation between the construal level and the psychological distance.Thus,it is more appropriate for psychologically close objects to be presented at a low construal level and psychologically distant objects to be presented at a high construal level.In this study,we examine the effects of the two abovementioned categories of advertising images on tourists’ attitudes toward heritage tourism advertisements using two experiments.The first experiment identifies effective advertising images for cultural heritage tourism advertisements using a 2 × 2 experimental design involving photographs and illustrations advertising both tangible and intangible cultural heritage tourism.The results suggest that there is a correlation between the type of cultural heritage tourism and the type of advertising image used.That is,when tangible cultural heritage tourism advertisements use photographs and intangible cultural heritage tourism advertisements use illustrations,tourists’ attitudes toward

关 键 词：旅游广告 广告图形表现形式 文化遗产类型 匹配性感知 熟悉度 

分 类 号：F59[经济管理—旅游管理]