Modeling Tourism Advertising Effectiveness
2005; SAGE Publishing; Volume: 44; Issue: 1 Linguagem: Inglês
10.1177/0047287505276590
ISSN1552-6763
AutoresDae-Young Kim, Yeong‐Hyeon Hwang, Daniel R. Fesenmaier,
Tópico(s)Digital Marketing and Social Media
ResumoThis study builds on previous research on the impact of tourism advertising and argues that there are a number of likely routes through which tourism advertising influences destination choice. Data were obtained from a survey that examined the impact of Illinois travel advertising and was conducted during the fall of 2001. The results confirm that there are strong linkages among top-of-mind awareness, ad awareness, requesting travel information, and the likelihood of visiting a destination, and therefore, these constitute important routes to influencing destination choice. Differences in the effects of advertising by media channel also appear to be substantial.
Referência(s)