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.

DOI

https://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

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