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Influential Factors on the Cognition of Tourism Destination Advertising by Selective Attention

Jeong, Hyun-Woo 1 Yoon Ji-Hwan 1

1경희대학교

Accredited

ABSTRACT

The purpose of this research is to examine effective factors and their relationships on the cognition of subway tourism destination’s advertising by selective attention. According to the selective attention widely used in the psychology literature, the cognition can be divided into two: cases paying attention to the contents of advertisement and cases paying attention to the other things. Through empirical research, 4 factors of advertising (e.g., creativity, visibility, subliminal, and natural landscape) were identified. The factors had positively effective relationships with tourism destination’s advertising cognition. On the other hand, 2 factors (e.g., Ad cluttering and smart phone addiction) identified as advertisement’s external factors. These factors had negatively effective relationships on tourism destination’s advertising cognition. The results of this research provide theoretical implications and practical implications that advertisement related practitioners must bear in mind when executing tourism destination advertising.

Citation status

* References for papers published after 2022 are currently being built.