Study On Consumers' Attitudes Toward Advertising Destination

Travel destination advertisements are very important information dissemination resources for both tourists and destination marketers.Managers attract tourists who have travel plans through destination advertisements,whereas the destination image shaped by the destination advertisement will affect the tourist's choice of destination,satisfaction and behavioral intention.With the upgrading of destination marketing,the advertising format has evolved from concrete description to more and more abstract description.Different advertisements abstractness may affect the advertising attitude of consumers.The same destination's tourists may come from different locations,choose different time to visit,but review the relevant literature at home and abroad found that no scholars have paid attention to influence of interaction between Advertising Information Abstractness and Psychological Distance on consumer attitudes at different temporal distances and spatial distances.Based on the perspective of Construal Level theory,this study examines whether different psychological distance(temporal and spatial)will influence the attitude of different destination ads through 2(psychological distance: long distance vs short distance)× 2(travel destination ads: abstract description vs concrete description)experimental studies.Through the inter-experimental design,the influence of interaction of temporal distance and spatial distance with the level of advertising abstraction on advertising attitude was studied.The study found that there is a significant interaction effect between the psychological distance and the abstraction of the advertisement description.Specifically,when psychological distance is far away,consumer's thinking is at a higher level of interpretation,and advertising attitudes towards abstractly described tourism destination ads is better;when the psychological distance is relatively close,the consumer's thinking is at a lower level of construal and is better at describing specific travel destination advertisements.Therefore,tourism marketers in the provision of travel advertising should be treated tourists differently with different psychological distance.According to their psychological distance,provide different types of destination advertising,enabled the level of construal and advertising Abstraction level consistency,so as to improve the attitude of tourists toward advertising and obtain better marketing effectiveness.