目的地广告对旅游者和目的地的管理者来说都是一个很重要的通信资源。本文通过对中外旅游广告研究,发现当目的地类型适中时,城市级目的地广告的交互作用显著。旅游者更倾向于对城市级的功利性目的地的能力广告诉求表现出更积极的态度,反之他们更倾向于对城市级级的享乐型目的地的诚意广告诉求表现出更积极的态度。这表明管理人员可以通过使用与目的地类型相匹配的广告诉求更有效地推广自己的目的地。 Destination advertising is an important communication resource for both tourists and destination managers. In this paper, we study the Chinese and foreign tourist advertisements and find that when the destination type is moderate, the interaction of city-level advertisement is significant. Travelers are more likely to be more proactive in their ability to advertise their ability to appeal at city-level utilitarian destinations, whereas they tend to be more pro-active in their willingness to advertise on city-class, enjoyable destinations. This shows that managers can promote their destinations more effectively by using ads that match the type of destination.