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首页> 外文期刊>The Journal of Advertising >When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism
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When the Unknown Destination Comes Alive: The Detrimental Effects of Destination Anthropomorphism in Tourism

机译：当未知目的地活着时：目的地人类术语在旅游中的不利影响

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摘要

This research theorizes and empirically investigates the concept of brand anthropomorphism in the context of tourist destinations, namely, destination anthropomorphism. First, we demonstrate that anthropomorphizing a culturally distant tourist destination (e.g., Tokyo, Japan; Hanoi, Vietnam) leads to consumers' lower intentions to travel to the destinations, whereas this negative destination anthropomorphism effect is attenuated for culturally close tourist destinations (e.g., London, United Kingdom; Sydney, Australia). In contrast, as anticipated, this research reveals that destination anthropomorphism leads to positive consumer reactions for destinations within the same culture (e.g., Seward, Alaska, USA). As such, we provide insights into the effects of anthropomorphizing in-group versus out-group entities in the realm of tourism and travel. Specifically, we show the negative downstream effects of anthropomorphizing entities that belong to a different group (i.e., out-group), which results in tourists' heightened perceptions of a key perceived travel risk, social risk, that manifests as lower intentions to visit that destination. Finally, this research provides critical managerial recommendations that can be incorporated into advertising strategies not only to enhance communication effectiveness but also to avoid negative repercussions of destination anthropomorphism.
机译：这项研究理论上理论和经验研究了旅游目的地背景下的品牌拟人统计学的概念，即目的地人为人类。首先，我们展示了一个文化遥远的旅游目的地（例如，东京，日本;河内，越南）导致消费者对目的地旅行的较低意图，而这种负面目的地人类效应被衰减为文化接近旅游目的地（例如，伦敦，英国;悉尼，澳大利亚）。相比之下，该研究表明，目的地人类术导致同一文化内目的地的阳性消费反应（例如，Seward，Alaska，USA）。因此，我们为旅游和旅行领域的拟人与out-group overitiges的促进术语效果提供了见解。具体而言，我们展示了属于不同群体（即out-Group）的人拟化实体的负下游效应，这导致游客的对关键感知风险，社会风险，社会风险的看起来显现出来的目的地。最后，本研究提供了可纳入广告策略的关键管理建议，不仅可以提高通信效率，还可以避免对目的地人为人类的负面影响。

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