How Visual Style Shapes Tourism Advertising Effectiveness: Eye-Tracking Insights into Traditional and Modern Chinese Ink Paintings

This study investigates how traditional versus modern Chinese ink painting styles in tourism advertisements affect viewers’ visual attention, aesthetic evaluations, and tourism intentions. Using eye-tracking experiments combined with surveys and interviews, the researchers conducted a mixed-design experiment with 80 Chinese college students. Results indicate that traditional ink-style advertisements attracted longer total fixation durations, higher aesthetic evaluations, and stronger cultural resonance in natural landscape contexts, while modern ink-style advertisements captured initial attention more quickly and performed better aesthetically in urban settings. Qualitative analyses further revealed cultural familiarity and aesthetic resonance underpinning preferences for traditional style, whereas modern style mainly attracted attention through novelty and creativity. These findings expand Cultural Schema Theory and the aesthetic processing model within advertising research, suggesting practical strategies for tourism advertising to match visual styles appropriately with destination types and audience characteristics to enhance promotional effectiveness.