Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/22794
Title: The role of tv commercial visuals in forming memorable and impressive destination images
Authors: Pan, S 
Keywords: Tourism TV commercials
Destination image
Framing
New Zealand
Issue Date: 2011
Publisher: SAGE Publications
Source: Journal of travel research, 2011, v. 50, no. 2, p. 171-185 How to cite?
Journal: Journal of travel research 
Abstract: Tourism TV commercials (TVCs) are one of the channels (or agents) used to form destination images, yet this channel is rarely researched. The objectives of this article are to identify the relations among visual elements, TVC effects, and destination image formation. University students who have never visited New Zealand nor watched New Zealand's latest tourism TVCs were recruited to participate in a TVC recall test. The audience found video frames of snow and water, dolphins, and hongi (a traditional Maori greeting) to be most memorable and impressive. Findings suggest that something old (i.e., something familiar to viewers), something new (i.e., something that cannot be seen or done in the viewer's immediate environment), and something white and something blue (i.e., clean and pristine) should be included when developing promotional tourism videos. Video frames showing people's interaction among themselves and with the environment were positively related to audience desires to visit the depicted destination.
URI: http://hdl.handle.net/10397/22794
ISSN: 0047-2875
EISSN: 1552-6763
DOI: 10.1177/0047287509355325
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

SCOPUSTM   
Citations

26
Last Week
0
Last month
1
Citations as of Oct 17, 2017

WEB OF SCIENCETM
Citations

20
Last Week
0
Last month
Citations as of Sep 30, 2017

Page view(s)

36
Last Week
3
Last month
Checked on Oct 15, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.