Browsing by Subject "purchase intention"
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Item Effects of Personalized Travel Destination Visual Image on Travel Motivation(2012-11-12) Lee, Gwanggyu 1981-This study examines the personalization of shown travel destination visual images using professional photography upon travel motivations, feelings, and purchase intentions of consumers in the online environment. The research design was experimental and used data from a questionnaire via Qualtrics. A pilot test of the instrument was conducted. The final questionnaire contained 25 items. A total of 194 questionnaires were collected and participants were randomly assigned to one of four groups. Each group of 50 participants was exposed to a specific set of travel destination visual images. Further, several hypotheses related to the effects of personalization, professional photography toward travel motivation, emotion, and purchase intention were tested. The results indicated that: (1) travel motivation was affected by both personalization, and professional photography of travel destination visual image; (2) personalization had an influence on positive emotion, but professional photography did not; (3) it was expected that personalization would act as a ?push? factor on travel motivation, and professional photography would influence the ?pull? factor on travel motivation, but these two hypotheses were not supported; (4) travel motivation and emotion positively affected purchase intention, however this was only partially supported. Furthermore, the results of the present study implied that the ?push ? pull? travel motivation theory was considered not entirely separate. Practical recommendations are presented for online tourism marketers to enhance their service.Item Understanding Consumer Response to the Olympic Visual Identity Designs(2016-12) Wu, Di; Hunt, Thomas M; Bowers, Matthew; Castelli, Darla M; Dixon, Marlene A; Todd, Janice SAbstract: Visual identity designs are frequently used as branding tools to build or modify images of sport event and its host destination and to help consumers to identify the event and its host destination. To measure the effectiveness of the Olympic Games visual identity designs regarding their branding values, this study focused on logo design and built a framework based on design studies, image formation studies, and information transfer studies to capture the effects of design messages on consumer evaluations of event image, destination images, and logo representativeness. A 2 (absence and presence of event design message) x 2 (absence and presence of destination design message) x 2 (absence and presence of athletic movement design message) x 2 (nationality) x 2 (gender) experimental design was employed to test the effects of design messages on evaluations of the Olympic Games image, the host destination image, as well as the logo representativeness. The research findings show that the effects of design messages on event image and the host city image were asymmetrical and were limited to certain image dimensions. Design messages of the event, the host city, and athletic movement didn’t significantly influence consumer evaluation of the host city image, but design messages of the event and the host city did affect event type image dimension. Moreover, in general, design messages of the event and the host city can also benefit consumer evaluations of logo representativeness. This study also tested the relationships between evaluations of event image, destination image, logo representativeness and consumer behavioral intentions regarding the event and its destination. Findings suggest that effects of design messages on evaluations of event and host city images are limited and asymmetrical. In general, both event design message and destination design message contributed to logo representativeness of the event and destination. The importance of evaluations of event image, destination image, and logo representativeness on consumer behavioral responses vary depends on consumer behavioral intentions are destination related or event related. Furthermore, the moderating effects of culture and gender were found in this study on evaluations of event image and destination image, as well as consumer decision-making process.