Personification of places likely to boost travel motivations

Published on : Wednesday, August 23, 2017

travelPeople who view animals as people and tend to assign certain human traits to non-human objects are likely to travel to locales that are portrayed as being human-like, as per a research conducted by Queensland University of Technology (QUT).


Dr. Kate Letheren, along with Dr. Hyun Seung Jin and Brett Martin from PUT Business School discovered that writing about a certain destination as if it were a human might boost its appeal as an attractive tourist destination.


The research looked at various personality dimensions and also the impact on the choices of destinations.


The participants were shown a travel advertisement for either Rome or Paris.


Half of them were able to see an ad where the destination was personified especially the ones referring to the city as ‘she’. And, the other half of the participants said that they were capable of viewing the ad that referred to the city as ‘it’.


Dr. Letheren said that one of the advertisements utilized a typical copy for a travel destination, including the facts about the city and its manifold attractions. The other language that was used humanized the destination. For instance, ‘Paris welcomes you’.


He then said that it was found that people respond all the more to greater feel-good emotions that come with a positive view of the tourist destination after reading the personified ad.


So, he feels that people with this particular trait like to look at places akin to having human characteristics more, and therefore wish to travel to these places.


Professor Martin also thinks that it is a normal tactic used by major event marketers to make efforts to make a connection with consumers by following this personality trait and demonstrating the appeal of tourism destinations in such a way as if it has human traits. This is exactly the reason why cute cartoon animals are often chosen as mascots for the Olympics.




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