Title of Paper

Revisiting the influence of emotion on tourism advertising effectiveness using psychophysiological methods

Author Information

Shanshi LI, The University of Queensland, AustraliaFollow
Gabby Walters, The University of Queensland, AustraliaFollow
Jan Packer, The University of Queensland, AustraliaFollow
Noel Scott, Griffith University, AustraliaFollow

Author Bios (50 Words for each Author)

Shanshi (Stone) Li is a PhD candidate at the Business School, University of Queensland, Australia. His research interests focus on tourism marketing and the use of new methodology in consumer research.

Gabby Walter is a senior lecturer in Business school, University of Queensland, Australia. Her primary research interests involve around tourism marketing communications and more recently tourism crisis recovery marketing.

Jan Packer is the associate professor in Business school, University of Queensland, Australia. The current major focus of her research is in applying the principles of educational, environmental and positive psychology to understand and facilitate visitor experiences in leisure settings such as museums and other tourist and leisure contexts.

Noel Scott is the professor in Griffith Institute for Tourism, Griffith University. His research interests are tourism destination management, tourism policy, tourism experience design, China tourism, tourism and the Muslim world.

Abstract (150 Words)

This study aims to investigate the influence of both higher-order and lower-order emotional responses evoked by destination advertisements on three variables of major interest in tourism advertising: attitude towards the advertisement (Aad), post-exposure destination attitude (Adp) and visitation intention (VI). Lower-order emotions are defined as immediate, unprocessed affective reactions to an external stimulus and higher-order emotions are affective reactions that have been processed and evaluated cognitively. In this study, lower-order emotional responses will be measured using psycho-physiological techniques (i.e., facial EMG and skin conductance) and higher-order emotional responses will be measured using a self-report questionnaire (with both verbal and visual self-report scales). This study will contribute to both tourism and advertising bodies of knowledge by comparing lower-order emotions with higher-order emotions in terms of their ability to predict attitude towards the advertisement, post-exposure destination attitude and visitation intention.