Designing persuasive destination websites: A mental imagery processing perspective

Existing research suggests that consumers’ choices of vacations may be significantly influenced by mental imagery processing, which is considered to be high elaboration cognitive processing. This study first aimed to identify imagery-eliciting Web site features, and second to test their influence on persuasion-related outcomes such as attitude strength, confidence, and attitude resistance. A total of 252 subjects participated in a Web-based experiment to examine the influence of selected Web site features on individual imagery processing and its effect on consumers’ attitudes and expectations. The data was analyzed primarily using a structural equation modeling methodology. Structural model results revealed that the mental imagery construct strongly influenced the measured communication effects. In terms of inducing mental imagery processing, only pictures were found to make a significant difference. The findings stress the importance of researching mental imagery processing in tourism and provide practical implications for the design of persuasive destination Web sites.

► Pictures on a destination Website positively affect mental imagery processing.
► The mental imagery evoked by pictures on a Website affects strong attitudes.
► The mental imagery evoked by pictures on a Website generates attitude confidence.
► The strong attitudes and confidence are likely to resist negative review of the site.
► The mental imagery is an important element of the persuasive communication.