Show me the destination or show me the tourist? Effect of image-based user-generated advertisement type on tourists' destination interest

This study investigated how image-based user-generated advertising (UGA) affects a tourist's interest in travel destinations using self-referencing and mental imagery theories. Two studies with four experiments were conducted in this research. Study 1a and Study 1b aimed to explore the interaction effect of image type and public self-consciousness on tourist destination interest through the mediating role of mental imagery using different versions of UGA advertising stimuli. Study 2a and Study 2b further explored the moderating role of destination type on the interaction effect. Results found that a match between image type and public self-consciousness led to increased tourists' interest in a destination. A three-way interaction was also observed: when the UGA is marketing a hedonic destination, participants with high public self-consciousness are more likely to respond to an image that includes a tourist, and when marketing a utilitarian destination, participants with low public self-consciousness are more inclined to respond favourably to an image only portraying a destination. Mental imagery plays a mediating role in the above mechanisms. The theoretical and managerial ramifications of these findings are presented for destination managers and tourism marketers.