Exploring advertising effectiveness of tourist hotels' marketing images containing nature and performing arts: An eye-tracking analysis

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

The beautiful, natural environment in a tourist hotel's marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels' performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel's (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

Original languageEnglish
Article number3038
JournalSustainability (Switzerland)
Volume10
Issue number9
DOIs
Publication statusPublished - 2018 Aug 27

Fingerprint

advertising effectiveness
Hotels
art
marketing
Marketing
tourist
customer
Group
Restoration
Trajectories
analysis
restoration
stimulus
emotion
trajectory
experiment
Experiments

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Renewable Energy, Sustainability and the Environment
  • Management, Monitoring, Policy and Law

Cite this

@article{56c1391b228a40c58e29f99ed9d39052,
title = "Exploring advertising effectiveness of tourist hotels' marketing images containing nature and performing arts: An eye-tracking analysis",
abstract = "The beautiful, natural environment in a tourist hotel's marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels' performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel's (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.",
author = "Wang, {Tsai Chiao} and Tsai, {Chia Liang} and Tang, {Ta Wei}",
year = "2018",
month = "8",
day = "27",
doi = "10.3390/su10093038",
language = "English",
volume = "10",
journal = "Sustainability",
issn = "2071-1050",
publisher = "MDPI AG",
number = "9",

}

TY - JOUR

T1 - Exploring advertising effectiveness of tourist hotels' marketing images containing nature and performing arts

T2 - An eye-tracking analysis

AU - Wang, Tsai Chiao

AU - Tsai, Chia Liang

AU - Tang, Ta Wei

PY - 2018/8/27

Y1 - 2018/8/27

N2 - The beautiful, natural environment in a tourist hotel's marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels' performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel's (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

AB - The beautiful, natural environment in a tourist hotel's marketing images can evoke relaxing and soothing emotions. However, can tourist hotels use nature as a servicescape to make their performing arts services more attractive? Based on attention restoration and servicescape theory, this study explores and compares the influence of tourist hotels' performing arts images with nature- or built-based servicescapes on the advertising effectiveness (i.e., customer visual attention and behavioral intention). To analyze visual attention on the marketing images, this study uses eye-tracking technology to record customer visual trajectories. This experiment used a total of 113 participants. The sample size of the nature-based servicescape group was 59 (age with mean = 39.04), and that of the built-based servicescape group was 54 (age with mean = 40.17). A tourist hotel's (Volando Urai Spring Spa & Resort) marketing images were chosen as stimuli. All participants were randomly assigned to the nature-based or the built-based servicescape group. In each experimental group, all the images were randomly presented to reduce any order effects of the images. By using eye-tracking analysis, the experimental findings were as follows: (1) A nature-based servicescape can arouse more visual attention of customers than a built-based servicescape can; (2) Marketing images with performing arts activities in nature-based servicescapes attract the visual attention of customers; (3) Nature-based servicescapes stimulate higher behavioral intentions of consumers than built-based servicescape.

UR - http://www.scopus.com/inward/record.url?scp=85052517838&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85052517838&partnerID=8YFLogxK

U2 - 10.3390/su10093038

DO - 10.3390/su10093038

M3 - Article

AN - SCOPUS:85052517838

VL - 10

JO - Sustainability

JF - Sustainability

SN - 2071-1050

IS - 9

M1 - 3038

ER -