When it comes to getting people to want to go places, the future is ever more lovely than the past, according to a new study.
The study found that forestalgia-focused destination ads -- those that emphasize an idealized future -- are more effective at enticing travelers to click the purchase button for a vacation than ads based on fond recollections.
"We were surprised by how consistent the results were," Cai said."Even when we carefully reviewed the data, it was clear that travelers responded more favorably to future-focused messages. Forestalgia taps into a natural human tendency to idealize what's ahead." "People tend to idealize the future," Cai said."It's not weighed down by the complexities of memory, which can include both joy and regret."
The implications for destination marketers are significant. Tourism campaigns often rely on nostalgia to evoke a connection with potential travelers, but this research highlights the untapped potential of forestalgia. Marketers could design campaigns that vividly depict future experiences, emphasizing how a destination could fulfill travelers' dreams and aspirations. For trips planned in the near term, this strategy may be particularly persuasive.
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