Designing persuasive destination websites: A mental imagery processing perspective

Woojin Lee, Ulrike Gretzel

Research output: Contribution to journalArticlepeer-review

86 Scopus citations

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

Keywords

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

ASJC Scopus subject areas

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

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