THE IMPACT OF TOURISM ADVERTISEMENT PROMOTIONAL VIDEOS ON YOUNG ADULTS
THE IMPACT OF TOURISM ADVERTISEMENT PROMOTIONAL VIDEOS ON YOUNG ADULTS
复制标题
旅游广告宣传视频对年轻人的影响
DOI：
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
W. Sulaiman
中科院分区：
文献类型：
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作者：
Y. L. Fong;Dyuty Firoz;W. Sulaiman
旅游广告视频已成为当今旅游者选择度假目的地的一个很好的信息来源。简短的宣传视频使观众能够想象，幻想和梦想一个度假胜地。研究发现，年轻游客更倾向于前往不同文化背景的目的地旅游，他们中的大多数人更喜欢有关度假目的地的视听信息来源，如电影，电视或广告视频。本研究采用埃尔莫刘易斯提出的AIDA模型（hierarchy of effects model），探讨旅游广告宣传片对年轻游客选择度假目的地的影响。本研究将以电邮访问为研究方法，让被访者更自由地表达意见，并按其喜好或方便的时间，更详细地分享意见。在访谈开始时，将向受访者播放YouTube上两个最新和最受欢迎的旅游广告宣传视频，以了解视频中的哪些属性影响他们的决策。本研究亦分析了旅游广告中还可以加入哪些其他目的地特征（如人、自然、宗教场所、景观、休闲活动、季节、建筑或遗产），以使其更能影响年轻游客的积极态度。
Tourism advertisement videos have been a good source of information today for tourists to select their holiday destinations. The short promotional videos enable the viewers to visualize, fantasize and dream about a holiday destination. It has been found that young tourists are more likely to travel to different destinations with different cultures, and most of them prefer audio-visual information sources like films, television or advertisement videos regarding the holiday destinations. By employing the AIDA model (hierarchy of effects model) proposed by Elmo Lewis, this research aims to investigate how tourism advertisement promotional videos influence the decision making of young tourists in choosing a holiday destination. This study will use email interviews as the research method to allow the respondents to express themselves more freely, as well as sharing their views in a more detailed manner according to their preferred or convenient time. Two latest and most popular tourism advertisement promotional videos from YouTube will be shown to the respondents at the beginning of the interviews in order to find out what attributes in the videos influence their decision making. This study also analyzes what other destination features (e.g. people, nature, religious places, landscape, leisure activity, season, architecture or heritage) can be included in the tourism advertisements to make them more influential in forming positive attitudes among young tourists.