{"title":"格式塔美食展示：在 Instagram 环境中对视觉吸引力和参与度的影响","authors":"Jinha Lee , Heejin Lim , Woo Gon Kim","doi":"10.1016/j.tourman.2024.105080","DOIUrl":null,"url":null,"abstract":"<div><div>This study investigates the effect of gestalt food presentation on photo sharing intention by synthesizing a conceptual framework primarily based on the gestalt and dual coding theories. Study 1 found that gestalt grouping of food (gestalt vs. non-gestalt) influences visual appeal, and Study 2 revealed gestalt shape variation to impact photo sharing intention: females perceived a triangular grouping as more visually appealing than a rectangular grouping. Study 3 demonstrated that color variation in a gestalt is more effective on males, with Instagram caption length moderating the mediating effect of engagement. Study 4, conducted in a tourism-themed Instagram context, determined the interaction between gestalt presentation with human elements (hand-in-frame) and Instagram caption to improve both engagement toward a tourism agency and destination visit intention. This paper provides extensive and novel insights for marketers and academics interested in optimizing visual effects on social media.</div></div>","PeriodicalId":48469,"journal":{"name":"Tourism Management","volume":"107 ","pages":"Article 105080"},"PeriodicalIF":10.9000,"publicationDate":"2024-11-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Gestalt food presentation: Its influence on visual appeal and engagement in the Instagram context\",\"authors\":\"Jinha Lee , Heejin Lim , Woo Gon Kim\",\"doi\":\"10.1016/j.tourman.2024.105080\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>This study investigates the effect of gestalt food presentation on photo sharing intention by synthesizing a conceptual framework primarily based on the gestalt and dual coding theories. Study 1 found that gestalt grouping of food (gestalt vs. non-gestalt) influences visual appeal, and Study 2 revealed gestalt shape variation to impact photo sharing intention: females perceived a triangular grouping as more visually appealing than a rectangular grouping. Study 3 demonstrated that color variation in a gestalt is more effective on males, with Instagram caption length moderating the mediating effect of engagement. Study 4, conducted in a tourism-themed Instagram context, determined the interaction between gestalt presentation with human elements (hand-in-frame) and Instagram caption to improve both engagement toward a tourism agency and destination visit intention. This paper provides extensive and novel insights for marketers and academics interested in optimizing visual effects on social media.</div></div>\",\"PeriodicalId\":48469,\"journal\":{\"name\":\"Tourism Management\",\"volume\":\"107 \",\"pages\":\"Article 105080\"},\"PeriodicalIF\":10.9000,\"publicationDate\":\"2024-11-02\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Tourism Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S0261517724001997\",\"RegionNum\":1,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"ENVIRONMENTAL STUDIES\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Tourism Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0261517724001997","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"ENVIRONMENTAL STUDIES","Score":null,"Total":0}
Gestalt food presentation: Its influence on visual appeal and engagement in the Instagram context
This study investigates the effect of gestalt food presentation on photo sharing intention by synthesizing a conceptual framework primarily based on the gestalt and dual coding theories. Study 1 found that gestalt grouping of food (gestalt vs. non-gestalt) influences visual appeal, and Study 2 revealed gestalt shape variation to impact photo sharing intention: females perceived a triangular grouping as more visually appealing than a rectangular grouping. Study 3 demonstrated that color variation in a gestalt is more effective on males, with Instagram caption length moderating the mediating effect of engagement. Study 4, conducted in a tourism-themed Instagram context, determined the interaction between gestalt presentation with human elements (hand-in-frame) and Instagram caption to improve both engagement toward a tourism agency and destination visit intention. This paper provides extensive and novel insights for marketers and academics interested in optimizing visual effects on social media.
期刊介绍：
Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
