A Study on the Matching Effect Between Destination Types and Advertising Appeals in Tea-Tourism Integration Destinations

YI Kaigang; YE Xiong; ZHU Yihao

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Journal of Tea Science ›› 2026, Vol. 46 ›› Issue (3) : 557-570.

A Study on the Matching Effect Between Destination Types and Advertising Appeals in Tea-Tourism Integration Destinations

YI Kaigang^1,2, YE Xiong¹, ZHU Yihao^1,*

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Abstract

With the escalating evolution of tourism consumption, tea-culture tourism has emerged as a significant growth driver, making tea-tourism integrated destinations an increasingly popular choice. However, as a niche market segment, these destinations still lack the reputation and influence of traditional scenic areas. Therefore, developing precise marketing strategies tailored to destination characteristics is essential. Grounded in the elaboration likelihood model and language expectancy theory, this study investigated the matching effect between tourism field types (aura field vs. behavior field) and advertising appeals (emotional vs. rational) on tourists’ visitation intentions, along with the underlying mechanisms and boundary conditions. Through three experiments, the results indicate that: (1) There is a significant congruity effect of advertising appeals on tourists’ visitation intentions across different types of tourism fields in tea tourism destinations. Specifically, emotional appeals are more effective than rational appeals in evoking tourists’ visitation intentions for the aura field of tea tourism destinations. (2) This effect is mediated by perceived diagnosticity. In aura field contexts, of tea tourism destinations, emotional appeals are superior to rational appeals in enhancing tourists’ perceived diagnosticity, thereby boosting their visitation intentions. (3) Tourist involvement moderates both the matching effect and the mediation mechanism, with the interaction effect being significant only for high-involvement tourists. By integrating multiple theories and quantifying the concept of the tourism field, this research enriched the theoretical landscape of tea-tourism and provided actionable insights for destination managers to customize advertising strategies based on field characteristics.

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tea-tourism integration destinations / tourism field / advertising appeal / perceived diagnosticity

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YI Kaigang, YE Xiong, ZHU Yihao. A Study on the Matching Effect Between Destination Types and Advertising Appeals in Tea-Tourism Integration Destinations[J]. Journal of Tea Science. 2026, 46(3): 557-570

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