A study conducted by the University of Granada (UGR) suggests that when advertisements align emojis with their messages, users comprehend them more easily and with less effort. Additionally, the research indicates a shifting preference among potential consumers towards nature-based tourism.
The study demonstrates that employing congruent messages and emojis in promoting tourist destinations on social media captures greater user attention. This approach aids in efficient information processing for users and decreases their cognitive load.
In particular, the inclusion of emojis in online messages regarding tourism destinations facilitates comprehension and diminishes ambiguity, particularly in content with lower levels of congruence.
Online messaging
The primary aim of the research was to examine how messages shared on social media by destination management organizations (DMOs), along with subsequent user comments (electronic word-of-mouth or eWOM), impact the perception and behavior of potential tourists.
Conducted at the UGR’s Mind, Brain, and Behavior Research Centre (CIMCYC), the study utilized eye-tracking techniques on 60 Facebook users. These participants underwent various experimental procedures where researchers manipulated the congruence level between the messages of posters and users, the presence or absence of emojis in the content, and how the tourist destination was portrayed in the media (such as natural environment, gastronomy, hotels, sun and beach).
The UGR research team highlights that the study underscores the advantages of employing congruent messages in marketing communications, especially in digital platforms like social media. Moreover, it emphasizes how the use of emojis enhances users’ information processing, boosts their attention, and reduces cognitive effort.
Congruent messaging
“Moreover, congruent messages not only facilitate users’ information processing, but also improve their affective evaluation—a crucial aspect when it comes to making a decision on a tourist destination,” the researchers explain.
The study yields several key findings for tourism management in relation to communication approaches aimed at social media users. To begin with, the research shows how important it is for tourism managers to maintain a high level of congruence in the information they convey through social media.
“This involves systematically reviewing and managing comments across all communication channels to identify any comments that do not align with the destination’s desired positioning, with a view to mitigating potential negative effects,” the researchers continue.
The study found that using emojis significantly improves overall comprehension of information. However, it didn’t show a significant impact on forming emotional evaluations. The study suggests that tourism managers should prioritize information about a destination’s gastronomy and natural surroundings over more traditional aspects like beach amenities or hotel offerings. These topics attract more attention and are viewed more positively, even when there’s not a perfect match between the message and the emojis used.
These findings point to a shift in consumer preferences towards nature-based tourism. Therefore, it’s recommended that tourism managers highlight aspects related to the environment and sustainability of the destination in their social media posts. This approach can lead to increased visual attention and positive emotional evaluations from potential tourists.
