Cartoon-style illustration destination advertisements have become widely used in tourism marketing. However, there is limited research on when and why such advertisements enhance travel intentions for different types of destinations. Drawing on construal level theory and dual process theory, this study indicates that aligning cartoon-style illustration (vs. photograph) advertisements with hedonic (vs. utilitarian) destinations increases tourists’ preferences by activating affective (vs. cognitive) processing. The study further suggests that these effects are intensified when the advertising language is abstract. A series of four studies, comprising a field experiment and three laboratory experiments, provide convergent evidence supporting these hypotheses. These findings not only enrich the literature on print and destination advertising but also offer practical guidance for travel agencies on effectively utilizing cartoon-style illustration advertisements.
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