Modern Messages in Traditional Settings: How Science Appeals Influence Visit Intentions in Cultural Heritage Destinations

ABSTRACT

Science empowers tourism by offering attentive services and creative experiences. Previous literature has focused on the effects of science appeals in physical product marketing on tourist behavior, with less emphasis on science appeals in cultural heritage destinations. This research examines the influence of science appeals on visit intentions for cultural heritage destinations. Across four studies ( N  = 1298), the results show that science appeals decrease visit intentions compared to nonscience appeals, with perceived authenticity acting as a mediator. Furthermore, this research found that the appeal type moderates the effect of science appeals on visit intentions in cultural heritage destinations. Specifically, concrete (vs. abstract) appeals mitigate the negative effects of science appeals. While the findings suggest that science appeals are generally not recommended for promoting cultural heritage destinations, they also demonstrate that concrete science appeals are more effective than abstract ones when science appeals are deemed necessary.