European Journal of Business and Management
A Comparison of the Impact of Tourism Destination Advertising Based on Affective and Cognitive Advertising
Abstract
The present research attempts to evaluate the efficiency of advertising language on tourism destination. Research populations of this research were 384 people consisting of youth of 25-44 age group of Tabriz city. Questionnaires along with scenarios were used to collect the data; to evaluate the reliability we used Cronbach's alpha and Split-Half. In this research, we used SPSS software to analyze the data and ANOVA was used to test hypotheses. The findings suggest that tourists' attitudes towards affective advertising language and cognitive advertising language are not identical; cognitive and affective languages do not have the same impact on behavioral intention of the tourists. With regard to the type of the tourism destination, advertising language would have different impact on the behavioral intention of tourists.
Keywords: Cognitive Advertising, Affective Advertising, Types of Tourism Destination, Destination Image, Tourists' Attitudes
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ISSN (Paper)2222-1905 ISSN (Online)2222-2839
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