Gender Differences in Responses to Written Touch References in Hospitality Print Advertisements
Document Type
Article
Publication Date
10-1-2010
Abstract
An emerging body of research indicates that males and females often respond differently to advertising stimuli. Therefore, this research used a between-subjects experimental design in study 1 to illustrate that a written touch reference in a destination ad (e.g., Visit the Newstead Cove Resort and feel the soothing Caribbean sand and water as you walk on our pristine award-winning beach) positively influences females' affective responses to the advertisement and image of the destination, without having a significant impact on male sentiment. Next, study 2 used two photo-elicitation sessions, one conducted with females and the other with males, to probe deeper into these findings. The managerial and research implications of both studies are discussed.
Publication Title
Tourism Analysis
DOI
https://doi.org/10.3727/108354210X12801550666141
Recommended Citation
Magnini, V. P., Gaskins, J. N. (2010). Gender Differences in Responses to Written Touch References in Hospitality Print Advertisements. Tourism Analysis, 15(3), 331-343. http://dx.doi.org/10.3727/108354210x12801550666141
Original Citation
Magnini, V. P., Gaskins, J. N. (2010). Gender Differences in Responses to Written Touch References in Hospitality Print Advertisements. Tourism Analysis, 15(3), 331-343. http://dx.doi.org/10.3727/108354210x12801550666141
