![]() Within the context of tourism, if such advertising language is congruent with the traveler's motivation/travel goals, then positive affective responses can be triggered ( Byun and Jang, 2015). The primary objective of such “description in advertising is to frame an image of a product in the minds of the consumer …” ( Torto, 2016, p. In a different context, Magnini and Gaskins (2010) examined the influences of textual references to touch in outdoor destination advertisements and found positive significant influences on female's affective responses to the ads.Īccording to Torto (2016), textual sensory details in adverts can strengthen potential consumers' ability to imagine seeing, hearing, smelling, tasting and/or touching an advertised item. For example, Magnini and Karande (2010) tested the effects of a textual reference to smell in a magazine ad for an ecotourism destination and found significant impacts on affective responses to the ad. Past studies have demonstrated that inserting certain textual sensory detail elements into advertisements can influence consumers' affective responses to the ads. Such positive affective responses to advertising have been demonstrated to be antecedents to a number of desirable outcomes such as purchase behavior ( Teng et al., 2007) and loyalty ( Ha et al., 2011). With regard to responses to marketing stimuli, the specific dimensions of enjoyable, likeable, persuasive and interesting can encompass one's affective response ( Peck and Wiggins, 2006 Zinkhan and Martin, 1983). On a global level, an effective response can be conceptualized as an emotion, feeling, mood or evaluation with a range of potential intensity and arousal-levels ( Peter and Olsen, 2002). Literature review and hypothesis development The effects of a textual reference to sunshine This paper then concludes with a discussion of the implications and limitations of this study that might aid in prompting future research extensions. The literature review is followed by a section describing the research methods employed to conduct the experiment and the presentation of empirical results. With this in mind, the literature review gives theoretical support for the hypotheses that textual references to sunshine and fresh air in an ad can have a significant influence on affective responses and interest. Second, the context of a farm holiday is used because this sector had been growing at a steady pace in many places around the globe pre-pandemic and is now experiencing accelerated growth due to the pandemic ( Wojcieszak-Zbierska et al., 2020). First, Facebook witnesses more than one billion active users each day ( Banerjee and Chua, 2019). The experiment uses the context of Facebook posts by farm holiday providers to test the hypotheses for two primary reasons. A between subjects factorial design experiment is employed for this purpose. Consequently, the purpose of this study is to empirically test whether such textual references can have significant influences on potential consumers' affective responses and interest in the ads. While a number of studies have examined text-based sensory details in marketing stimuli ( Magnini and Gaskins, 2010 Magnini and Karande, 2010 Torto, 2016), the notion of inserting textual references to fresh air and/or sunshine in advertising has not been empirically examined in our body of existing literature. The question is therefore raised as to whether farm holiday venues should reinforce these important elements in the minds of potential visitors by inserting phrases containing textual references to sunshine or fresh air in their marketing? Would doing so enhance potential consumer interest in the ads? The global COVID-19 pandemic has increased consumer interest in nature-based attractions where one can relax and rejuvenate with an abundance of fresh air and sunshine. #Textual reference fullThe full terms of this licence may be seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Published in International Hospitality Review. #Textual reference licenseMagnini, Erika Quendler and Muzaffer Uysal License ![]()
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