Photographic Messages in Tourism Advertising. Advertisers’ Planning for the Production of as well as Potential Tourists’ Interpretation of Photographic Messages in Tourist Brochures

Abstract

Title of the dissertationPhotographic Messages in Tourism Advertising. Advertisers' Planning for the Production of as well as Potential Tourists' Interpretation of Photographic Messages in Tourist BrochuresSupervisorProfessor Tommy D. AnderssonInstitution awarding the Ph. D. DegreeSchool of Business, Economics and Law, Gothenburg UniversityDate of defence23rd May 2008Goal and objectives of the dissertationThe overall aim of the dissertation is to further the understanding of photographic message communication in tourism print advertising. The primary aim is to describe how the production of photographic messages is planned by tourism organisations, and to describe the intended photographic messages of tourism organisations communicated through tourist brochures. The secondary aim is to describe and analyse how potential tourists interpret photographic messages in tourist brochures. The tertiary aim is to analyse what factors associated with market segmentation influence the fit between the intended photographic messages of tourism organisations in their brochures and potential tourists' interpretation of the same messages. The factors tested are age, dominating travel motive, gender, nationality and travel frequency.MethodologyTwo Swedish tourism organisations and one international tourism organisation were studied to describe the planning process. This involved interviews with six advertisers responsible for the planning for the production of photographic messages were conducted. Then seven potential tourists from Germany, Great Britain, Serbia-Montenegro, Sweden and Switzerland were asked in an interview to describe and analyse their interpretations of photographic messages. In the third study, 740 potential tourists from these countries were studied to analyse what factors associated with market segmentation influence the fit between their interpretations of photographic messages and tourism organisations' intentions when using them. The quantitative data was analysed using chi square tests.Theoretical conclusionsTourism organisations plan and produce informational and transformational photographic messages. Informational photographic messages aim to inform potential tourists of the attractions destinations have to offer (e.g. nature). Transformational photographic messages aim to appeal to potential tourists' travel motives (e.g. relaxation). Informational photographic messages are interpreted by potential tourists in the way that tourism organisations intend them to be, more often than transformational photographic messages are. Potential tourists' interpretation of photographic messages is influenced by past experience. Factors such as gender, nationality and travel frequency significantly influence the fit between potential tourists' interpretation of photographic messages and the intention of tourism organisations.Practical application of the dissertationAdvertisers may consider producing informational photographic messages intended to inform potential tourists that a destination offers interaction. They may also produce transformational photographic messages with the purpose of enticing in the potential tourists' ideas of relaxation, the enhancement of kinship relationships and the facilitation of social interaction. Photographic illustrations of beaches evoke thoughts of nature and activity, as well as reasons for travel such as relaxation and enhancement of kinship relationships. …