Gender differences in responses to written touch references in hospitality print advertisements

Vincent P. Magnini ^[1] ; John N. Gaskins ^[2]
1. [1] Virginia Tech - Wake Forest University
  
  Virginia Tech - Wake Forest University
  
  Estados Unidos
2. [2] Longwood University
  
  Longwood University
  
  Estados Unidos
Localización: Tourism analysis, ISSN 1083-5423, Vol. 15, Nº. 3, 2010, págs. 331-343
Idioma: inglés
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Resumen
- 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.