Does destination nostalgic advertising enhance tourists’ intentions to visit? The moderating role of destination type
通过四项实验，发现怀旧广告通过唤起历史感提升访问意愿，非怀旧广告通过唤起时尚感提升访问意愿，且目的地类型（实用型vs享乐型）调节这一效应。
This study investigates the impact of nostalgic advertising and perceived destination types on tourists using four experiments. Study 1a and Study 1b revealed that destination nostalgic advertising is more likely to evoke tourists' history sense and further trigger visit intention, while destination non-nostalgic advertising is more likely to evoke tourists' fashion sense and further trigger visit intention. Study 2a and Study 2b revealed that perceived destination type plays a moderating role in these effects. Nostalgic advertising in utilitarian destinations is more likely to evoke tourists' history sense and further trigger visit intentions, while non-nostalgic advertising in hedonic destinations is more likely to evoke tourists’ fashion sense and further enhance visit intentions. These findings have valuable implications for destination marketers seeking to develop effective marketing strategies.