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Exploring emotional response to images used in agritourism destination marketing - ScienceDirect
Source: sciencedirect.com
Article summary:
1. Agritourism offers benefits to host farms, visitors, and rural communities, but selecting effective imagery for marketing agritourism destinations can be complex.
2. Visual imagery is crucial in promoting agritourism destinations, and it is important to determine which types of photographs are most appealing to consumers and stakeholders.
3. Collaborative marketing efforts among agritourism providers can create a cohesive place identity that positions the location as a desirable destination with multiple attractions.
Article analysis:
The article explores the emotional response to images used in agritourism destination marketing. While it provides a comprehensive overview of the benefits of agritourism, it fails to acknowledge potential risks associated with this industry, such as environmental degradation and exploitation of labor. The article also lacks a critical analysis of the selection process for the images used in marketing agritourism destinations. It assumes that farms must identify their niche target audiences and select appropriate imagery to appeal to each group without considering how this process may perpetuate stereotypes or exclude certain groups.
Furthermore, the study's research questions are limited in scope and fail to address important considerations, such as the impact of agritourism on local communities and ecosystems. The article also presents a one-sided view of promotional strategies, focusing primarily on social media and word-of-mouth marketing while neglecting other forms of advertising.
The authors' claims about the effectiveness of certain promotional materials are not supported by sufficient evidence, and their recommendations for promoting local foods lack specificity and practicality. Additionally, the article does not explore potential conflicts between farmers and other stakeholders in the agritourism industry or consider ways to mitigate these conflicts.
Overall, while the article provides some useful insights into the emotional response to images used in agritourism destination marketing, it lacks critical analysis and fails to consider important ethical considerations related to this industry.