A Research on the Advertising Persuasion Process in the Context of Tourism Products

Tourism industry, as an important industry in the national economy, has greatly developed in recent years. Tourism destinations and enterprises have paid more and more attention to advertising in order to enhance the brand awareness and build competitive advantages. This paper analyzes the tourism advertising persuasion process on the basis of individuals' arousal responses to tourism advertisements. According to the results of present study, attitude towards Ads has both direct and indirect effects on attitude towards brand simultaneously under the condition of high arousal. On the contrary, attitude towards Ads only affects attitude towards brand indirectly through brand attributes evaluations under the condition of low arousal.