| Power refers to individuals' perception of their own ability to influence others,by providing or withholding the way to access valuable resources(Anderson,John,& Keltner,2012;Galinsky,Gruenfeld,& Magee,2003;Keltner et al.,2003).It is the hot topic was studied in the various field.There are many researchers focus on the impact of power.In the field of marketing,there are the significant evidences prove that power level impacts on consumer perception,consumers value,consumer behavior preferences,and consumer information processing and persuasion.However,there is very few studies focus on the impact of power type,especially the impact of power type on tourism destination evaluation.Therefore,this paper has the purpose to fills this gap.The paper uses cultural orientation to divided power into two types including personalized power and socialized power,and explore their impact on attitude toward tourism destination when tourism destination advertisement are high or low arousal.In addition,this paper also discusses the role of regulatory focus(promotion focus vs.prevention focus)in this mechanism.According to the result of two research experiments in this paper,it proved: Firstly,advertisements arousal moderates the influence of power type on consumers' attitude toward tourism destination.Individuals who primed by socialized power(vs.personalized power)exhibited higher evaluation of tourism destination when the advertisement was low.In contrast,individuals who primed by personalized power(vs.socialized power)exhibited higher evaluation of tourism destination when the advertisement was low.Secondly,power types have a significant impact on individuals' regulatory focus.Individuals in personalized power(vs.socialized power)perceive higher promotion focus than prevention focus.In contrast,individuals in socialized power(vs.personalized power)perceive higher prevention focus than promotion focus.Thirdly,advertisement arousal moderates the impact of the relative strengthens of promotion over prevention focus on consumers' attitude toward tourism destination.Fourthly,Advertisement arousal will moderate the indirect effect of power type(personalized power vs.social power)on consumers' attitude toward tourism destination through the variations of individuals' regulatory focus.With innovation,this paper studies the impact of power on attitude toward tourism destination when the advertisement arousal plays the moderating role in this mechanism.Besides,it also reveals the role of regulatory focus behinds this mechanism and classifies power based on cultural orientation.An important point is that the paper provided references and the important contributions both theoretical contributions and managerial contributions which will be the guidance for future study and entrepreneurs. |
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