An exploratory analysis of shock advertising in the tourism industry: the destination manager and tourist perspective
AuthorsEvans, Augusta Ifeanyichukwu
destination management organisation
Subject Categories::N800 Tourism, Transport and Travel
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AbstractStarting since the 80s, shock advertising has gained interest at both academic and marketing levels. Its use lies in the real power of grabbing consumer attention and influencing consumer behaviours. Although shock advertising is transversal to many sectors and industries, studies in tourism are quite rare. However, shock advertising has begun to be used to contrast and prevent tourist misbehaviours such as binge drinking, balconing, prostituting, taking illegal drugs, and so on. A mixed-method approach was implemented, which was based on semi structured interviews with destination managers to see how they understood shock advertising and their willingness to air it on their destinations. Quantitively, questionnaires were employed, and three ads were presented to tourists in Spain and the United Kingdom. The aim of this study is two-fold, firstly, to examine the destination managers’ perceptions of the use of shock advertising in managing tourist misbehaviour and destination image. Destination managers are essential decision makers in the process of designing and planning destination communication campaigns and messages; hence, their perceptions of creative strategies are crucial in understanding the selection of some strategies over others. Then, the study aims to examine tourists’ reaction to the use of shock advertising, their attitude towards such advertisements and most importantly, their behavioural intentions after viewing the ads. Data were inputted into SPSS and ANOVAs were used for data analysis. This was employed to test the hypotheses. The findings confirmed shock advertisements are a useful tool when applied in the right context for changing attitudes and behavioural intentions. This research makes several significant managerial and theoretical contributions and provides preliminary answers to the components of a successful shock ad campaign that can be used in the travel and tourism industries and how it can be implemented. In general, the study also encourages the use of shock ads in the travel and tourism industry and destination management. Finally, implications for both scholars and experts are discussed.
CitationEvans, A I (2021) 'An Exploratory Analysis of Shock Advertising in the Tourism Industry: The Destination Manager and Tourist Perspective'. PhD thesis. University of Bedfordshire.
PublisherUniversity of Bedfordshire
TypeThesis or dissertation
DescriptionA thesis submitted to the University of Bedfordshire, in partial fulfilment of the requirements for the degree of Doctor of Philosophy.
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