Designing persuasive destination websites: A mental imagery processing perspective

Woojin Lee, Ulrike Gretzel

Research output: Contribution to journalArticle

73 Citations (Scopus)

Abstract

Existing research suggests that consumers' choices of vacations may be significantly influenced by mental imagery processing, which is considered to be high elaboration cognitive processing. This study first aimed to identify imagery-eliciting Web site features, and second to test their influence on persuasion-related outcomes such as attitude strength, confidence, and attitude resistance. A total of 252 subjects participated in a Web-based experiment to examine the influence of selected Web site features on individual imagery processing and its effect on consumers' attitudes and expectations. The data was analyzed primarily using a structural equation modeling methodology. Structural model results revealed that the mental imagery construct strongly influenced the measured communication effects. In terms of inducing mental imagery processing, only pictures were found to make a significant difference. The findings stress the importance of researching mental imagery processing in tourism and provide practical implications for the design of persuasive destination Web sites.

Original languageEnglish (US)
Pages (from-to)1270-1280
Number of pages11
JournalTourism Management
Volume33
Issue number5
DOIs
StatePublished - Oct 2012

Fingerprint

website
Websites
imagery
Processing
vacation
persuasion
structural model
confidence
Tourism
communication
experiment
methodology
Imagery
Web sites
Destination
tourism
Communication
modeling
Experiments
effect

Keywords

  • Attitude confidence
  • Attitude resistance
  • Attitude strength
  • Mental imagery
  • Narrative text
  • Online-destination marketing
  • Pictures
  • Sound
  • Website features

ASJC Scopus subject areas

  • Strategy and Management
  • Tourism, Leisure and Hospitality Management
  • Development
  • Transportation

Cite this

Designing persuasive destination websites : A mental imagery processing perspective. / Lee, Woojin; Gretzel, Ulrike.

In: Tourism Management, Vol. 33, No. 5, 10.2012, p. 1270-1280.

Research output: Contribution to journalArticle

@article{731cf97945624ecc9c628e03449b42cb,
title = "Designing persuasive destination websites: A mental imagery processing perspective",
abstract = "Existing research suggests that consumers' choices of vacations may be significantly influenced by mental imagery processing, which is considered to be high elaboration cognitive processing. This study first aimed to identify imagery-eliciting Web site features, and second to test their influence on persuasion-related outcomes such as attitude strength, confidence, and attitude resistance. A total of 252 subjects participated in a Web-based experiment to examine the influence of selected Web site features on individual imagery processing and its effect on consumers' attitudes and expectations. The data was analyzed primarily using a structural equation modeling methodology. Structural model results revealed that the mental imagery construct strongly influenced the measured communication effects. In terms of inducing mental imagery processing, only pictures were found to make a significant difference. The findings stress the importance of researching mental imagery processing in tourism and provide practical implications for the design of persuasive destination Web sites.",
keywords = "Attitude confidence, Attitude resistance, Attitude strength, Mental imagery, Narrative text, Online-destination marketing, Pictures, Sound, Website features",
author = "Woojin Lee and Ulrike Gretzel",
year = "2012",
month = "10",
doi = "10.1016/j.tourman.2011.10.012",
language = "English (US)",
volume = "33",
pages = "1270--1280",
journal = "Tourism Management",
issn = "0261-5177",
publisher = "Elsevier Limited",
number = "5",

}

TY - JOUR

T1 - Designing persuasive destination websites

T2 - A mental imagery processing perspective

AU - Lee, Woojin

AU - Gretzel, Ulrike

PY - 2012/10

Y1 - 2012/10

N2 - Existing research suggests that consumers' choices of vacations may be significantly influenced by mental imagery processing, which is considered to be high elaboration cognitive processing. This study first aimed to identify imagery-eliciting Web site features, and second to test their influence on persuasion-related outcomes such as attitude strength, confidence, and attitude resistance. A total of 252 subjects participated in a Web-based experiment to examine the influence of selected Web site features on individual imagery processing and its effect on consumers' attitudes and expectations. The data was analyzed primarily using a structural equation modeling methodology. Structural model results revealed that the mental imagery construct strongly influenced the measured communication effects. In terms of inducing mental imagery processing, only pictures were found to make a significant difference. The findings stress the importance of researching mental imagery processing in tourism and provide practical implications for the design of persuasive destination Web sites.

AB - Existing research suggests that consumers' choices of vacations may be significantly influenced by mental imagery processing, which is considered to be high elaboration cognitive processing. This study first aimed to identify imagery-eliciting Web site features, and second to test their influence on persuasion-related outcomes such as attitude strength, confidence, and attitude resistance. A total of 252 subjects participated in a Web-based experiment to examine the influence of selected Web site features on individual imagery processing and its effect on consumers' attitudes and expectations. The data was analyzed primarily using a structural equation modeling methodology. Structural model results revealed that the mental imagery construct strongly influenced the measured communication effects. In terms of inducing mental imagery processing, only pictures were found to make a significant difference. The findings stress the importance of researching mental imagery processing in tourism and provide practical implications for the design of persuasive destination Web sites.

KW - Attitude confidence

KW - Attitude resistance

KW - Attitude strength

KW - Mental imagery

KW - Narrative text

KW - Online-destination marketing

KW - Pictures

KW - Sound

KW - Website features

UR - http://www.scopus.com/inward/record.url?scp=84859832021&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84859832021&partnerID=8YFLogxK

U2 - 10.1016/j.tourman.2011.10.012

DO - 10.1016/j.tourman.2011.10.012

M3 - Article

AN - SCOPUS:84859832021

VL - 33

SP - 1270

EP - 1280

JO - Tourism Management

JF - Tourism Management

SN - 0261-5177

IS - 5

ER -