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June 15, 2026Quarterly Journal of MarketingOpen Access

Destination Image Formation through Metaphor-based Advertising:

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Authors

RTRyosuke TakeuchiMeiji UniversityJWJue WangJosai UniversityJYJianing YuKeio University

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Implication

Randomized trial explores how metaphorical advertising shapes destination image for audiences in Japan and China, suggesting effective strategies.

Key Points

  • This research aims to examine how metaphorical advertising influences destination image based on source-destination globalness and geographic scope.
  • Conducted two experiments in Japan and China to assess the effects of metaphor-based advertising.
  • Identified effective advertising combinations for Japanese residents and prospective Chinese tourists.
  • Analyzed the interplay between source-destination globalness and geographic scope for target audiences.
  • For Japanese residents, a highly global source destination with a regional scope created a favorable image.
  • Moderately global destinations paired with a continental scope also yielded positive results in Japan.
  • Among Chinese tourists, the regional scope's advantage diminished despite using a highly global source destination.

Cite This Study

Takeuchi et al. (2026) studied this question.

synapsesocial.com/papers/6a2f96b4a1cfeec490827f63https://doi.org/10.7222/marketing.2026.037
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Also Consider

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