Abstract
Recognizing the increasing importance of wine tourism for local economies and the industry's need for competitive marketing strategies, this study investigates factors influencing travelers' intentions to visit wineries based on advertising. The findings indicate that winery advertisements featuring well-known destinations exert a positive halo effect, significantly enhancing travelers' visit intentions compared to those featuring lesser-known destinations. Additionally, the study reveals a matching effect between advertising language and destination reputation. Specifically, for lesser-known destinations, cognitive advertising language proves more effective in generating visit intentions than affective advertising language.
Keywords
Wine Tourism, Winery Advertising, Winery Visit Intentions, Destination Marketing, Destination Reputation, Advertising Language
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Hur, Jungyun and Jang, SooCheong (Shawn)
(2024)
"Optimizing Wine Tourism Advertising: The Impact of Destination Reputation and Advertising Language,"
Journal of Tourism Insights:
Vol. 14:
Iss.
1, Article 13.
Available at: https://doi.org/10.9707/2328-0824.1368
Available at:
https://scholarworks.gvsu.edu/jti/vol14/iss1/13