An Analysis of the Effects of Cooperative Advertising on Tourism

Abstract

A 2 × 2 factorial experimental design was used to test the effect of cooperative advertising on an individual's propensity to visit an area. Cooperative advertising and co-op programs both refer to advertising communication whose sponsorship and cost are shared by more than one party. The term partner refers to either other cities/towns or various types of business entities. For the tourism industry the main object of co-op programs is to create demand for an area as a tourist destination of choice and demand for local goods/services offered by co-op partners. Results showed that visitor preference for cooperative advertisements increased in situations where advertisements were viewed for low effectiveness, that is, the level of advertising or copy effectiveness/believability was low. This was especially true for historical and average city types. Differences in visiting preferences between business and leisure travelers were not supported by the data. It is suggested that small towns embrace cooperative advertising strategies to help attract tourists.

Stronger Together? Tourists’ Behavioral Responses to Joint Brand Advertising

“…A typical joint brand advertising visual in tourism can include two brand logos, brand proposition or brand slogan, and/or brand information. Despite joint brand advertising having been used as a collaborative marketing tool since the mid-1990s, Table 1 shows that only a limited number of studies have investigated its application in tourism (i.e., McKinney et al 2009;Park and Nicolau 2015;Pisierra, McKinney, and Chawla et al 1999). The effects of joint branding on tourist behavior and whether these effects change according to the brand's reputation are under-researched.…”

“…First, it evaluates the effect of joint brand versus single brand advertising on tourists' information search behavior. Previous studies (e.g.,McKinney, Hazeldine, and Chawla 2009) have advocated the benefits of joint brand advertising, but there has been no empirical investigation examining this effect through actual behavioral response in tourism. Second, the study contributes to the live debate in advertising best practice (see…”

Tourism Value Chain Governance

“…Several researchers have also showed considerable interest in the factors that facilitate effective interorganizational governance for destination marketing such as number and diversity of actors, communication and interaction channels between organizations, social relations, as well as organizational capabilities (d’Angella and Go 2009; Lemmetyinen and Go 2009; Bhat and Milne 2008). Others have tried to evaluate the effects of different governance styles on such marketing (McKinney, Hazeldine, and Chawla 2009; Paskaleva-Shapira 2007; Palmer 1998). However, a widely accepted governance model has yet to be developed.…”

Investigation of the use of eye tracking to examine tourism advertising effectiveness

“…Such an approach has the advantage that it can identify ineffective advertising material prior to its use in market and also can be used to improve an advertisement through identification of its weak elements using experimental design methods. Such diagnostic advertising research has been used to study destination brochures to diagnose the effect of particular copy elements such as an endorser (Chang, Wall, & Lai, 2005;Van der Veen & Song, 2014), the effect of including images (Laskey, Seaton, & Nicholls, 1994), and to examine co-operative (multi-destination) or independent (mono-destination) format promotional material (McKinney, Hazeldine, & Chawla, 2009). Another use of such diagnostic studies has been to examine travel agency brochure advertising, including the effect of images of tour leaders (Wang, Hsieh, & Chen, 2002).…”