The effect of information presentation modes on tourists’ responses in Internet marketing: the moderating role of emotions

Ching Hsuan Yeh, Yi Shun Wang, Hsien-Ta Li, Shuo Yan Lin

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

In order to enhance our understanding of the effectiveness of information transmission through virtual reality (VR), this study used a modified stimulus–organism–response framework to examine the relationships between information presentation modes (VR versus picture), emotions (pleasure and arousal), and tourists’ responses, namely attention, interest, desire, and action (AIDA) in the context of Internet tourism marketing. Multivariate analysis of variance (MANOVA) and multivariate analysis of covariance (MANCOVA) were employed to analyze data gathered from 184 respondents participating in a factorial experimental design. The results indicated that compared with the picture mode, the VR mode had superior effects on tourists’ responses, but these superior effects were moderated by arousal. High-arousal tourists had stronger AIDA responses in the VR mode than in the picture mode. However, the stronger effects of the VR mode on tourists’ AIDA responses disappeared in the low-arousal group. The findings of this study provide several important theoretical and practical implications for Internet tourism marketing.

Original languageEnglish
Pages (from-to)1018-1032
Number of pages15
JournalJournal of Travel and Tourism Marketing
Volume34
Issue number8
DOIs
Publication statusPublished - 2017 Oct 13

Fingerprint

virtual reality
marketing
multivariate analysis
variance analysis
tourism
covariance analysis
experimental design
effect
Information presentation
Emotion
Tourists
Internet marketing
Virtual reality
Arousal

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Marketing

Cite this

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The effect of information presentation modes on tourists’ responses in Internet marketing : the moderating role of emotions. / Yeh, Ching Hsuan; Wang, Yi Shun; Li, Hsien-Ta; Lin, Shuo Yan.

In: Journal of Travel and Tourism Marketing, Vol. 34, No. 8, 13.10.2017, p. 1018-1032.

Research output: Contribution to journalArticle

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