20.500.12556/DKUM-86103 Exploring the role of advertising in the context of tourist-destination congruity Raziskovanje vloge oglaševanja v kontekstu skladnosti med turistom in destinacijo Tourists are flooded with advertising messages, including destination-attribute-based or user-imagery-based pictures, to persuade them to visit the destination. While research emphasizes destination choice to result from tourist-destination congruity, examining the influence different pictures have on tourist decision-making is of increasing interest. Therefore, this study sought to investigate the efficacy of destination-attribute-based versus user-imagery-based ad stimuli to influence the tourist-destination congruity and predict a person’s likelihood of choosing the destination. Results from a quantitative study of 496 young Slovenians show that a higher degree of ideal and ideal social tourist-destination congruence would lower one’s perceived purchase risk and yield positive attitudes toward the ad with a destination-attribute-based picture as opposed to the ad with a user-imagery-based picture. Implications for destination marketing are discussed, such as evaluating a typical destination visitor when one is included in the advertising and when one is not. Turisti so preplavljeni z oglaševalskimi sporočili, vključno s fotografijami, ki temeljijo na atributih destinacije ali uporabniških slikah, ki bi jih naj prepričali v obisk. Medtem ko raziskave poudarjajo, da je izbira destinacije posledica skladnosti med turistom in destinacijo, je vse bolj zanimivo preučevanje vpliva različnih fotografij na odločanje turistov. Zato je bil namen te študije raziskati učinkovitost oglasnih dražljajev, ki temeljijo na atributih destinacije, v primerjavi z oglasnimi dražljaji, osredotočenimi na podobo uporabnikov, z namenom da bi vplivali na skladnost med turistom in destinacijo ter napovedali verjetnost izbire destinacije s strani posameznika. Rezultati kvantitativne raziskave, v kateri je sodelovalo 496 mladih Slovencev, so pokazali, da bi višja stopnja idealne in idealne družbene turistično-destinacijske kongruence zmanjšala posameznikovo zaznano nakupno tveganje in prinesla pozitiven odnos do oglasa s fotografijo, ki temelji na atributih destinacije, v primerjavi z oglasom s fotografijo, ki temelji na podobah uporabnikov. Obravnavane so posledice za trženje destinacij, kot je ocenjevanje tipičnega obiskovalca destinacije, kadar je ta vključen v oglas in kadar ni. congruity advertising marketing tourist picture visualization skladnost oglaševanje marketing turist fotografija vizualizacija true false true Sage Publications Angleški jezik Slovenski jezik Znanstveno delo 2023-10-06 14:59:23 2023-10-10 09:36:16 2023-10-11 03:12:32 0000-00-00 00:00:00 2023 0 0 14 str. 2023 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2023-04-29 659.1:338.48 152060675 10.1177/00472875231168621 1552-6763 Exploring_the_role_of_advertising_Segota_2023.pdf Exploring_the_role_of_advertising_Segota_2023.pdf 1 881E7AF75FF144BA9B4A3AECA0047864 193c2c7bc5b627256e21bbec717e9e4a660d679e90e99d2b7f52303f86781710 2d9c9c94-644a-11ee-afb8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173381 https://journals.sagepub.com/doi/epdf/10.1177/00472875231168621 1 2f716b41-6448-11ee-afb8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173379 https://journals.sagepub.com/doi/10.1177/00472875231168621 0 b92c4bc8-6449-11ee-afb8-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173380 Fakulteta za turizem 0 0 0