Advertising Effects of Photos Used to Portray Nature-Based Tourism Attractions

Tourism attractions come in many forms and represent the core components of tourism destinations. Tourism attractions are often portrayed visually in adverts aiming to attract visitors. This article reports a study where a sample of potential international visitors to the tourism destination - "Fjord Norway" - evaluate photos of nature-based tourism attractions. Data was gathered and a set of scales were developed to capture the attractiveness of the nature-based tourism destination. Factor analysis revealed two underlying attractivness dimensions, which were termed "positive feelings" and "danger". In subsequent analyses these attractivness dimensions respectively were found to be positively and negatively related to "intention to visit" the destination. Gender was found to moderate destination attractivness depending on which photos were evaluated. The findings are discussed and implications for tourism marketers are highlighted.