Theoretical framework and hypotheses:

 "Tourists’ preferences for activity-based advertising"

 While past studies have focused on cues like language and visuals, less attention has been
given to the content's appeal, particularly in terms of the tourist experience.(2)
 The research aims to explore tourists' preferences for activity-based destination ads,
particularly in the post-pandemic era.(1)
 It delves into two types of activities—relaxing and challenging—and how they evoke
different emotions.
 Challenging activities bring higher emotional arousal due to risks and specialized skills
needed.
 The research seeks to investigate how social crowding influences tourists' preferences
between relaxing and challenging activities and their impact on activity-based advertising.

 The consequences of social crowding in tourism research:

 This paragraph explores the impact of social crowding in tourism.
 Crowding triggers different behaviours: it can lead to safety-oriented choices and change
how people perceive prices and prefer services, like opting for robots over human staff in
crowded places.
 The psychological consequences of crowding involve feelings of losing control, avoiding
threats, and shying away from social interaction.
 This research suggests that social crowding can have both positive and negative impacts on
tourists' perceptions, particularly concerning relaxing versus challenging activities in
destination advertising.
 Understanding its influence could also involve considering the tendency towards risk
aversion, expanding the scope of social crowding research in tourism.

 The mediating role of risk aversion tendency:

 This paragraph examines the role of risk aversion in tourism.
 Risk aversion, the fear of uncertain situations and the tendency to avoid them, significantly
influences consumer behaviour.
 While risk aversion has been studied in tourism, (LIMITATION)--its connection to social
crowding remains unexplored.
 This may lead individuals to prioritize safety and avoidance of risk, especially in challenging
situations, influenced by ads promoting such activities negatively.
 It also suggests that the impact of crowding on tourists' preference for activity-based ads is
mediated by their risk aversion tendency.

 The moderating role of the advertising frame:

 This section explores how the way advertisements are framed might influence tourists'
reactions to activity-based ads in crowded places, a common spot for ad placement.
 In the post-pandemic travel industry, crowded locations are prevalent, and this study seeks
to identify a factor that could impact the effectiveness of ads promoting challenging or
relaxing activities in these settings.
  The research suggests that in crowded settings, a loss-framed message in challenging
FACTO activity-based ads could encourage risk-taking by emphasizing potential losses, thereby
potentially reducing negative responses to these ads.
 The proposed hypotheses suggest that a loss-framed advertisement for challenging activities
might decrease negative reactions in crowded environments, while a gain-framed
advertisement for relaxing activities might increase positive reactions in such settings.
 This conceptual model aims to investigate the influence of advertising frames on tourists'
responses to activity-based ads in crowded locations.

 GENERAL DISCUSSION:
 Theoretical contributions:
 While previous studies focused on individual factors like gender, culture, and motivation,
the role of social crowding in shaping preferences had been largely overlooked.
 This study highlights the significant impact of social crowding on individual preferences for
activities and ads, enriching the field of destination marketing and management.
 While previous studies explored how crowding affects specific tourist behaviours at
destinations, such as price sensitivity and environmental responsibility, very few looked into
its influence on tourists' preferences for destination ads.
 Lastly, it identifies the advertising message frame as a significant factor influencing
tourists' preferences for challenging activities and destination ads, particularly in crowded
environments.
 This study reveals that the message frame, whether emphasizing gains or losses, can mitigate
consumers' risk aversion induced by perceptions of crowding, thereby contributing to our
understanding of tourism destination advertising.

 Limitations and future research:

 This study, while contributing significantly, also has limitations that pave the way for further
exploration.
 It primarily focused on relaxing and challenging activities, neglecting emerging "soft
adventure" activities that pose moderate risks.
 Future research could explore other potential facto rs contributing to tourists' negative
attitudes toward ads promoting challenging activities in crowded places.
 Moreover, the participants represented Western and Eastern cultural backgrounds,
potentially overlooking cultural influences on consumer behavior.
 Future studies could delve into how cultural differences impact preferences for activities and
destination advertising in crowded settings, enriching the understanding and practical
implications of the findings.