TY - JOUR
T1 - Natural and Built Photographic Images
T2 - Preference, Complexity, and Recall
AU - Sparks, Beverley A.
AU - Wang, Ying
N1 - Funding Information:
Beverley A. Sparks is a Professor with the Griffith Institute for Tourism, Parklands Drive, Southport, QLD 4215, Australia (E‑mail: [email protected]). Ying Wang (PhD in Tourism) is with the Griffith Institute for Tourism, Parklands Drive, Southport, QLD 4215, Australia (E‑mail: [email protected]). Authors are listed alphabetically and contributed equally to the research. Address correspondence to: Beverley A. Sparks, Griffith Institute for Tourism, Parklands Drive, Southport, QLD 4215, Australia (E‑mail: [email protected]). Acknowledgment: The Centre for Tourism, Sport and Services Research, Griffith University, provided support funding for the data collection component of this research project.
Publisher Copyright:
© 2014, © 2014 Taylor & Francis.
PY - 2014/10/3
Y1 - 2014/10/3
N2 - ABSTRACT: An investigation of the effect of natural versus built images of tourism activities on consumer responses was undertaken, using a selection of tourism promotion photographs. A sample of 156 males and 175 females provided ratings for images including: preference (liking), degree of complexity, consumption vision, and recall. The research provides evidence for consumer preference for natural versus built images, shows the role of complexity as an association to image type, and demonstrates that areas of interest most liked within an image are different by gender. Tourism activity images that are predominantly natural are more likely to be recalled. This study contributes to the application of a new method using areas of interest to pinpoint elements of images that are most interesting.
AB - ABSTRACT: An investigation of the effect of natural versus built images of tourism activities on consumer responses was undertaken, using a selection of tourism promotion photographs. A sample of 156 males and 175 females provided ratings for images including: preference (liking), degree of complexity, consumption vision, and recall. The research provides evidence for consumer preference for natural versus built images, shows the role of complexity as an association to image type, and demonstrates that areas of interest most liked within an image are different by gender. Tourism activity images that are predominantly natural are more likely to be recalled. This study contributes to the application of a new method using areas of interest to pinpoint elements of images that are most interesting.
KW - complexity
KW - consumption vision
KW - gender
KW - heat maps
KW - perceptual mapping
KW - preference
KW - recall
KW - Tourism images
UR - http://www.scopus.com/inward/record.url?scp=84908574036&partnerID=8YFLogxK
U2 - 10.1080/10548408.2014.890155
DO - 10.1080/10548408.2014.890155
M3 - Journal article
AN - SCOPUS:84908574036
SN - 1054-8408
VL - 31
SP - 868
EP - 883
JO - Journal of Travel and Tourism Marketing
JF - Journal of Travel and Tourism Marketing
IS - 7
ER -