Tourism Management ( IF 12.7 ) Pub Date : 2023-01-05 , DOI: 10.1016/j.tourman.2022.104717 Xiaoyan Luo, Lisa C. Wan, Xing Stella Liu
Storytelling is considered an effective way to promote a tourist attraction. Developing a strong theme for stories is beneficial to the persuasiveness of storytelling. In the current research, we explore the effect of a pervasive but understudied theme of storytelling in tourism practice—romance—on tourists' propensity to engage in impulsive buying. In three experimental studies and an implicit association test (a pilot study), we show that exposure to romance-themed tourist attractions spontaneously activates a lay belief in tourists’ minds that “romance is uncontrollable,” and this lay belief elicits a perception of inability to exercise personal control, which leads to an increased propensity for impulsive buying. This effect is mitigated when the color red is salient in themed materials. We discuss the practical implications of our findings for the design and promotion of tourist attractions.
中文翻译:
利用浪漫:接触浪漫主题景点对游客冲动购买的影响
讲故事被认为是宣传旅游景点的有效方式。为故事制定一个强烈的主题,有利于讲故事的说服力。在当前的研究中,我们探讨了旅游实践中一个普遍但未被充分研究的讲故事主题——浪漫——对游客冲动购买倾向的影响。在三项实验研究和一项内隐联想测试(一项试点研究)中,我们表明,接触浪漫主题的旅游景点会自发地激活游客心中“浪漫是无法控制的”的外行信念,这种外行信念会引发无能为力的感觉进行个人控制,这导致冲动购买的倾向增加。当红色在主题材料中显着时,这种效果会减轻。