Cities are facing increasingly fierce competition in today's tourism market. Although cities can boost prospective visitors' travel intentions by adopting effective advertising strategies, researchers have rarely analyzed whether the linguistic style used in advertising can enhance individuals' willingness to travel. Could a simple shift in the language of tourism communication enhance customers' travel intentions? In this paper, cities were divided based on the stereotype content model. The potential interaction effects of city stereotypes and advertising language on travel intention were examined. A series of experimental studies provided intriguing results: a “competent” city portrayed in abstract language increased individuals' travel intentions, as did a “warm” city described in concrete language. Schema congruence was identified as the psychological mechanism driving city–language variations. These findings offer guidance o*n how cities should use language to communicate with potential markets as well as how cities can mold prospective travelers' visit intentions by improving these locations' tourism competitiveness. Results further unveil a novel mechanism by which an effective language–city match can enhance tourists' travel intentions.

当今旅游市场，城市面临着越来越激烈的竞争。尽管城市可以通过采用有效的广告策略来提高潜在游客的旅行意愿，但研究人员很少分析广告中使用的语言风格是否可以提高个人的旅行意愿。旅游交流语言的简单转变能否提高客户的旅游意愿？本文基于刻板印象内容模型对城市进行划分。考察了城市刻板印象和广告语言对旅行意向的潜在交互作用。一系列实验研究提供了有趣的结果：一个用抽象语言描绘的“有活力”的城市增加了个人的旅行意愿，一个用具体语言描述的“温暖”城市也是如此。图式一致性被确定为驱动城市语言变化的心理机制。这些发现为城市应如何使用语言与潜在市场进行交流以及城市如何通过提高这些地点的旅游竞争力来塑造潜在旅行者的访问意图提供了指导。结果进一步揭示了一种新的机制，有效的语言-城市匹配可以提高游客的旅游意愿。