TOURISM PSYCHOLOGY 101 #3
Why less could be more when promoting travel destinations
Too much information can backfire.
TOURISM PSYCHOLOGY 101
In my upcoming collection of posts, I’ll be sharing intriguing insights on the science-backed psychology of tourist behavior and decision-making. These nuggets of wisdom are geared towards assisting a diverse audience, ranging from seasoned globetrotters and local residents to policymakers and businesses, in achieving their objectives and goals in the tourism industry.
I’m confident that whether you’re a seasoned practitioner or a novice in the field, these insights will prove to be valuable in improving the tourism landscape for all stakeholders involved!
Have you ever been intrigued by a travel destination, only to lose interest as you learn more about it? It’s not that the destination isn’t interesting or appealing, but rather that the more information I learn, the more it feels like I already know what to expect. For many travelers, the thrill of travel comes from exploring the unknown, experiencing new things, and stepping out of their comfort zone. But when a destination is over-advertised and over-promoted, it can feel like all the surprises have been spoiled before I even get there.
“Why can providing too much information actually backfire when it comes to promoting travel destinations? And how can marketers create a sense of novelty and excitement without giving away too much?”
Traveling to new destinations is one of the most exciting and rewarding experiences anyone can have. However, promoting a travel destination can be tricky. Providing too much information can overwhelm potential tourists and make them lose interest in visiting, while not providing enough information can make them unsure if the destination is worth the visit. So, what is the best approach to promoting a travel destination?
Unlike other goods and services that require more information for consumers to make informed decisions, travel destinations are different. Tourists consume the novelty of the experience (Read, “The Paradox of Tourism: Why Satisfied Consumers are the First to Flee!”), and this unique consumption makes destination promotion and advertising quite tricky. The challenge is to provide just enough information to entice potential tourists without overwhelming them with details that may not matter to them.
One approach that has proven effective is to provide an abstract and emotional image of the destination. Instead of focusing on specific attractions or activities, destination marketers should focus on the feelings and emotions that the destination can evoke. For example, instead of listing the top tourist spots, they can create a video showcasing the beauty of the destination and the experiences that await visitors. By using stunning visuals, music, and storytelling, the video can transport potential tourists to the destination and create an emotional connection.
Another effective approach is to use customer testimonials and reviews to promote the destination. When potential tourists see that others have had a great experience, it can help build trust and confidence in the destination. Testimonials can be used on social media, websites, and other marketing channels to promote the destination and showcase the experiences that await.
Promoting travel destinations is all about finding the right balance. Too much information can overwhelm potential tourists and make them feel like they’ve already experienced everything the destination has to offer. But on the other hand, not enough information can leave them unsure if the destination is worth the visit. The key is to create an emotional connection with potential tourists, providing an abstract and exciting image of the destination that leaves them wanting more. By focusing on the feelings and experiences that await, and using customer testimonials to build trust and confidence, marketers can create a sense of novelty and excitement that entices even the most seasoned travelers.
So next time you’re promoting a travel destination, remember:
“less is often more, and the best way to win over tourists is to leave them wanting more.”
Author’s note:
I — Wangoo Lee — am a researcher in the field of travel and hospitality experiences, including understanding how nostalgia and novelty facilitate tourists to visit a certain place.
