Travel photographs play a crucial role in tourism marketing, and implied motion, that is, the use of techniques that give the illusion of movement, (e.g., through the use of blurring techniques, slow-speed photography, and images with rippling waves, or falling leaves) is a common feature within these images. The effect of implied motion in tourism photographs on tourist behavioral intention, however, had not been investigated up to this point. Drawing on conceptual metaphor theory, this study examined the influence of implied motion in travel photographs on tourists' intention to visit a destination. The results of four experiments suggest that travel photographs depicting implied motion can increase tourists’ visit intention and that mental imagery is the mediator. In addition, the moderating effects of verbal motion cues and attraction type were verified. Theoretical and managerial implications are also discussed.

中文翻译：

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旅行照片中隐含运动对访问意图的影响：心理意象的中介作用

旅行照片在旅游营销和隐含运动中发挥着至关重要的作用，即使用产生运动幻觉的技术（例如，通过使用模糊技术、慢速摄影和带有波纹的图像，或落叶）是这些图像中的一个共同特征。然而，迄今为止，尚未研究旅游照片中隐含运动对游客行为意图的影响。本研究利用概念隐喻理论，探讨了旅行照片中隐含运动对游客参观目的地意图的影响。四项实验的结果表明，描绘隐含运动的旅行照片可以增加游客的参观意图，而心理意象是中介因素。此外，还验证了言语动作线索和吸引力类型的调节作用。还讨论了理论和管理意义。