Does destination advertisement affect travel motivation, emotion regulation, and visit intention formation?

This study advances the theoretical link between emotion regulation theory and tourism context by considering how individuals facing negative situations upon viewing destination advertisements form leisure travel motivations toward that destination. This study then related those motivations to their anticipation of how the trip would regulate their emotions and visit intentions. This study considered tourists feeling either lonely or frustrated and looking at destination advertisements that peddle either mainly natural attractions or non-natural attractions existing within the destination. Partial least squares analysis of 565 questionnaire returns revealed that scene and escape motivations and positive refocusing emotion regulation strategy are often invoked and play an influential role. Context-dependence of emotion regulation was confirmed.