Designing persuasive destination websites: a mental imagery processing perspective

Lee, Woojin and Gretzel, Ulrike (2012) Designing persuasive destination websites: a mental imagery processing perspective. Tourism Management, 33 5: 1270-1280. doi:10.1016/j.tourman.2011.10.012

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Author Lee, Woojin
Gretzel, Ulrike
Title Designing persuasive destination websites: a mental imagery processing perspective
Journal name Tourism Management   Check publisher's open access policy
ISSN 0261-5177
Publication date 2012-10-01
Sub-type Article (original research)
DOI 10.1016/j.tourman.2011.10.012
Open Access Status DOI
Volume 33
Issue 5
Start page 1270
End page 1280
Total pages 11
Place of publication Kidlington, Oxford, United Kingdom
Publisher Pergamon
Language eng
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.
Keyword Website features
Narrative text
Online-destination marketing
Attitude strength
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Non HERDC
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 34 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 35 times in Scopus Article | Citations
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Created: Wed, 26 Mar 2014, 00:26:31 EST by Karen Morgan on behalf of UQ Business School