PSYCHOLOGICAL IMPACT OF MARKETING COMMUNICATION IN TOURISM THROUGH VISUAL MEDIA
PSYCHOLOGICAL IMPACT OF MARKETING COMMUNICATION IN TOURISM THROUGH VISUAL MEDIA

Summary/Abstract: In the era of visually saturated digital environments, tourism marketing relies more and more on visual elements to capture attention, rise emotion, and influence certain decision-driven behaviours. While the role of visual media in consumer experience is widely acknowledged, its psychological aspect and impact on tourism related decision-making still remains underexplored. The paper looks into how visual content activates cognitive, affective, and identity-related processes that shape tourist motivation and behavioural intention. By examining psychology-based literature, social media and tourism marketing studies, the paper proposes a conceptual model outlining the pathways through which visual stimuli affect psychological responses. The model identifies four key mediating components: perception and cognitive framing, emotional response, imaginary projection and identity construction, and social validation.

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