Abstract

The purpose of this study was to investigate processing as well as perceived skepticism towards tourism persuasive communications. The importance of understanding processing and perceived skepticism resides in the fact that both have been linked to overall message persuasiveness; and as such, both are essential to developing and implementing effective travel promotional communications. Moreover, extant research suggests that general persuasability may differ depending upon such demographic characteristics as gender and age. Therefore, this study sought to examine if participants differed based on their demographic characteristics—gender and age—in (1) the degree to which participants’ were able to be transported by a narrative (i.e. process), and (2) participants’ level of perceived skepticism concerning travel articles and travel brochures. Overall, data analysis revealed several significant findings, indicating that age had a significant influence on participants’ skepticism towards travel articles and participants’ skepticism towards travel brochures. Additionally, gender was shown to have a significant influence on participants’ degree of narrative transportation.

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Influence of Gender and Age on the Processing of Travel Narratives

The purpose of this study was to investigate processing as well as perceived skepticism towards tourism persuasive communications. The importance of understanding processing and perceived skepticism resides in the fact that both have been linked to overall message persuasiveness; and as such, both are essential to developing and implementing effective travel promotional communications. Moreover, extant research suggests that general persuasability may differ depending upon such demographic characteristics as gender and age. Therefore, this study sought to examine if participants differed based on their demographic characteristics—gender and age—in (1) the degree to which participants’ were able to be transported by a narrative (i.e. process), and (2) participants’ level of perceived skepticism concerning travel articles and travel brochures. Overall, data analysis revealed several significant findings, indicating that age had a significant influence on participants’ skepticism towards travel articles and participants’ skepticism towards travel brochures. Additionally, gender was shown to have a significant influence on participants’ degree of narrative transportation.