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| The Influence of Product Placement on Tourists Memory and Behavioral Intention and Their Priming Effects |
| LI Wanlian1,SONG Sigen2 |
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2. Anhui University of Finance and Economics
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Abstract Traditional product placements main focus on physical products, showing little concern for the audience memory and behavior intention from the experience of products placement. Taking scenic spot placement for example，the experimental study indicated: (1) The respondents’ memory for scenic spot placed had a U-shaped relationship with the evaluation of quality and preferences; (2) After watching the film, the immediate effects of the respondents’ preferences and recommendation willingness of scenic spots were very high, but decreased significantly one week later; (3) The tour route and pricing advertisement effectively primed the respondents’ comparison and calculation of the different programs, which led the respondents to select the program that could be probably realized for themselves. In addition, pictures and word-of-mouth recommendation also primed the respondents’ memory of the wonderful and favorite film clips, which led to higher travel preferences and recommendation willingness; (4) The priming effect of tourist preferences and recommendation willingness were similar, and the respondents would like to recommend their loved scenic spots to others.
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Received: 13 May 2013
Published: 15 November 2013
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Corresponding Authors:
LI Wanlian
E-mail: liwanlian2003@163.com
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2013, Vol. 
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