Revealing the metaphorical code: Heterogeneous effects and mechanisms of tourism advertising style in cultural heritage sites

Tourism advertising is linked to market competitiveness and sustainable development of cultural heritage sites (CHSs). However, current academic circles do not adequately discuss its impact effects and mechanisms methodically. This study explores the heterogeneous effects of different tourism advertising styles. The results reveal that metaphorical tourism advertising (vs. straightforward tourism advertising) can encourage a stronger intention to visit. Moreover, experience expectation and awakening of interest play mediating roles in this process. Heritage familiarity is an effective moderator. As heritage familiarity increases, the positive effects of metaphorical tourism advertising will diminish. This paper innovates a research perspective on tourism advertising and marketing in CHSs and provides practical insights into tourism advertising strategies.