طراحی فعالیتهای تبلیغاتی برای مقاصد با تصاویر ترکیبی:استفاده از پیام های بازدید کننده هدف کمپین برای برانگیختن بازدید کنندگان
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|2147||2011||6 صفحه PDF||سفارش دهید|
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Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Available online 13 October 2011
Promoting a destination challenges tourism managers when potential visitors have mixed images. Extending Koo and Fishbach's (2008) dynamic self-regulation research, this study uses diminishing sensitivity theory and proposes that a destination's goal progress information in advertising messages non-linearly influences tourists' motivation to visit the destination. A sample of 114 potential tourists was assigned randomly to scenarios employing a 2 (goal progress frame: to-date vs. to-go) × 2 (goal progress rate: high vs. low) between-subjects design. The finding supports the proposition that the destination city's campaign goal progress rates moderate goal progress framing's impact on travel attractiveness. Consistent with diminishing sensitivity theory, tourists' motivation to adhere to the campaign goals depends on the distance between the current goal progress and the reference point (“differential goal progress frame effects”). Both tourists' social and personal benefits also mediate the differential goal progress frame effects.
Leisure travel enriches and refreshes travelers' repetitive lives. Destination images often influence visitors' evoked set of choices. For example, Mexico's warm climate and lax alcohol consumption laws draw U.S. college students, Hawaii's romantic white sandy beaches and palm trees attract honeymoon couples, and Disney's family-friendly theme parks appeal to parents traveling with young children. People often choose a specific destination because they anticipate pleasant vacation experiences, often influenced by subconscious thinking (see Bargh, 2002). What happens if visualizing a future experience is difficult due to mixed destination images? For example, New Orleans's unique cuisines, multicultural festivals, and music concerts create a positive destination image. Conversely, Hurricane Katrina news stories featuring destruction and civil unrest or news updates about BP oil spill in the Gulf of Mexico create negative images still fresh in peoples' minds. How can destination management organizations (DMOs) create effective messages to combat such mixed images? This research shows how to develop compelling tourism advertising messages using campaign goal progress frame and progress rate to motivate committed travelers. Dynamic self-regulation theory posits that goal progress frames and commitment certainty influence an individual's motivation to attain a goal (Fishbach and Dhar, 2005 and Koo and Fishbach, 2008). Goal progress refers to an individual's act of moving forward to reduce the gap between one's current and desired state (Carver & Scheier, 1998) and can be framed as achievement or lack of achievement. On the other hand, goal commitment refers to an individual's determination to accomplish a worthwhile goal. Low commitment certainty exists when an individual perceives the goal is not important and the corresponding commitment is ambiguous or low; high commitment certainty exists when the goal is important and commitment is high. Recent evidence suggests that a goal progress frame's influence on an individual's motivation is qualified by commitment certainty to the goal (Koo & Fishbach, 2008). When individuals are certain about their commitment toward the goal, their motivation to pursue the goal increases when the goal progress is framed as a lack of achievement (e.g., 52% to-go), rather than achievement (e.g., 48% to-date). When individuals are uncertain about their goal commitment, the goal progress frame's influence on motivation is reversed. Koo and Fishbach's (2008) findings are intriguing; however, little is known how these results directly apply to situations where the goal progress rate is either considerably high or low. Drawing on diminishing sensitivity theory (e.g., Thaler, 1985), this research proposes that such effects are susceptible to the goal's progress rate. Specifically, this research shows that committed tourists' motivation to adhere to the campaign goal is influenced differentially by the gap between the goal progress framed in the message and the reference point (“differential goal progress frame effects”).
نتیجه گیری انگلیسی
This research's primary goal is to understand how and why promotional campaign goal progress information influences committed tourists' motivation to travel. The results provide evidence that goal progress rates determine how tourists interpret goal progress frames (e.g., differential goal progress frame effects). Under high goal progress conditions, the tests show increases in committed tourists' travel attractiveness when they are presented with a message framed as lack of achievement (e.g., a to-go message), rather than a message framed as achievement (e.g., a to-date message). Under low goal progress conditions, travel attractiveness appears to increase when committed tourists are presented with a message framed as achievement (e.g., a to-date message), rather than a message framed as lack of achievement (e.g., a to-go message). These findings support the proposition that campaign goal progress rate moderates the impact of goal progress framing on travel attractiveness. These findings also support diminishing sensitivity theory and refute what might have been predicted by dynamic self-regulatory theory. Koo and Fishbach's (2008) dynamic self-regulation theory assumes that the goal progress rate will not influence goal progress frame effects. However, the results demonstrate that goal progress frame effects can be reversed when the goal progress rate is low. The results extend Koo and Fishbach's study employing the goal progress rate close to midpoint by showing that when the goal progress rate is far from the midpoint, the impact of the goal progress frame can be reduced or even reversed. The reference point is where a goal progress starts for a to-date frame (e.g., 0%), or ends for a to-go frame (e.g., 100%). Diminishing sensitivity theory explains this phenomenon better than dynamic self-regulation theory when the goal progress rate substantially differs from the midpoint. Since each theory addresses the goal progress frame effects at different stages on a goal progress continuum, they support a complimentary framework for developing general guidelines to design tourism advertising campaigns.