文献类型：期刊文献

英文题名：Gazing at the Gazers: An Investigation of Travel Advertisement Modality Interference

作者：Zhao, Tong[1];Wong, IpKin Anthony[2];Tong, Pan[3];Li, Nao[4];Xiong, Xiling[2]

第一作者：Zhao, Tong

通讯作者：Wong, IA[1]

机构：[1]Liaocheng Univ, Sch Hist Culture & Tourism, Liaocheng, Shandong, Peoples R China;[2]Sun Yat Sen Univ, Sch Tourism Management, Xiangzhou, Zhuhai, Peoples R China;[3]Beijing Union Univ, Coll Appl Sci & Technol, Beijing, Peoples R China;[4]Beijing Technol & Business Univ, Sch Int Econ & Management, Beijing, Peoples R China

第一机构：Liaocheng Univ, Sch Hist Culture & Tourism, Liaocheng, Shandong, Peoples R China

通讯机构：[1]corresponding author), Sun Yat Sen Univ, Sch Tourism Management, Xiangzhou, Zhuhai, Peoples R China.

年份：2022

卷号：61

期号：4

起止页码：730-746

外文期刊名：JOURNAL OF TRAVEL RESEARCH

收录：;Scopus(收录号：2-s2.0-85103889375);WOS:【SSCI(收录号:WOS:000637131600001)】；

基金：The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This research is supported by the National Natural Science Foundation of China (No. 72074230) and Liaocheng University PhD Research Initiation Fund (No. 321052021).

语种：英文

外文关键词：destination choice; eye-tracking; advertisement; multiple resources theory; congruence; interference

摘要：Tourists are often exposed to imagery of a destination through advertisement modalities such as texts and pictures before they visit the place. This research used an eye-tracking technique to examine the effect of spatial and modality configurations on tourist destination advertisement attention and travel intention. Drawing on multiple resource theory and based on two 4 (spatial displacement) x 3 (modality) experiments, results reveal that spatial location and modality have an impact on tourist attention with respect to their dwell time and fixation counts, which lead to greater propensity to visit a place. In addition, tourists paid more attention to advertisements that occupy congruent attentional resources than to those using interference resources.