This research demonstrates that information richness improves audience engagement in tourism, highlighting the role of mental imagery and content vividness.
Abstract This research aimed to fill the knowledge gaps regarding the influence of tourism poster information richness on audience online engagement behaviour. Using SEM to (1) explore information richness’ effects on audience online engagement behaviour and the mediating effect of the elaboration of mental imagery and destination attractiveness and (2) verify poster content vividness’ moderating effect. We found that information richness stimulates audience online engagement behaviour directly and through the mediating effect described above; content vividness can positively regulate those positive effects. This clarification of poster information richness’ influence on audience online engagement behaviour may significantly strengthen destination marketing.
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Chen et al. (2025) studied this question.
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