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Effects of Ad Photos Portraying Risky Vacation Situations on Intention to Visit a Tourist Destination

Abstract This study investigated the power of fear evoked by ad photos in tourism ads. The basic assumption was that ad photos portraying a risky vacation situation could influence tourists' attitudes towards a destination and thereby their willingness to visit the place. A positive or negative change in attitude valence caused by risky vacation pictures depends on the tourist's level of tolerance to various perceived vacation risks. The prediction was that some tourist segments are risk seekers and thereby react more positively to risky vacation pictures, while others are risk averse and thereby react more negatively. The study results clearly indicated that overall fear created by risky vacation photos had a negative effect on intention to visit a tourist destination. However, age and nationality were found to moderate this effect.