Abstract
Abstract Potential travelers need to anticipate their vacation experiences when making their travel destination choices. Advertisements are used as external stimuli to support the process of consumption vision elaboration by evoking emotions and communicating specific experience dimensions. Using a generic experience economy framework, this paper differentiates between travel experiences with passive and active participation, as well as between those with immersion and absorption experiences. The findings show that the effects of advertisements on arousing travelers' visit interest and fulfilling their information needs depend on the specific type of envisioned travel experience. Travelers’ emotional response to advertisements has a partially mediating effect on their effectiveness. Suggestions are provided for marketing practitioners and effect modelers.
Published Version
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