Evaluating the effectiveness of tourist advertising to improve the competitiveness of destinations

Abstract

This study focuses on the evaluation of the tourist destination advertising effectiveness. The destination advertising response DAR model was used to analyze data on the effectiveness of destination promotional campaigns on visitor expenditure, in six trip facets: destination, accommodations, attractions, restaurants, events, and shopping. Independent sample t-tests were conducted to identify any differences in total destination spending among the groups of those visitors influenced for each trip facet. A multiple regression analysis was performed to discriminate the performance of the travel facets expenditures in the estimation of total expenditures. Significant results indicate that the “destination,” “accommodations,” and “restaurants” facets directly influence the total expenditures. Self-planners had the highest variance, explaining in total visitor expenditure compared to the regression analysis results of the other two groups (i.e. travel agencies and online travel agencies). The study also explores how destinations can improve their competitiveness on tourist advertising by using technologies.

Tasty but Nasty? The Moderating Effect of Message Appeals on Food Neophilia/Neophobia as a Personality Trait: A Case Study of Pig Blood Cake and Meatballs

“…We also found that for foreigners with different food neophilia/neophobia traits, message appeals had different effects on their willingness to eat Taiwanese delicacies. This is consistent with the finding of de Souza et al [ 28 ] that personality traits affect individuals’ attitudes toward, perceptions of and behavioural response regarding the content of the information appeal; that is, even with the same or similar messages, different personality traits lead to different attitudes, perceptions and behaviours. Therefore, we postulate that compared with the external environmental impact of information appeal, the internalized food neophilia/neophobia trait has a greater influence on individuals’ behaviour patterns and intentions, which is in line with the conclusions of Nezlek and Forestell [ 37 ], Ji et al [ 16 ] and Wolff and Larsen [ 7 ].…”

“…In contrast, emotional appeal is an appeal to experience and emotion that expresses information in terms of senses, emotions and culture and emphasizes the creation of a beautiful perceptual atmosphere or emotion. According to de Souza et al [ 28 ], when promoting a product or service with which consumers are not familiar, rational appeal should be adopted because consumers’ interest in the product or service can be cultivated through facts or data. Hwang and Lin [ 29 ] found that providing product information (e.g., nutrition information) increased the willingness of American consumers to consume Asian food because nutrition information can reduce consumers’ uncertainty about choosing unfamiliar foods.…”

An Empirical Study on the Coupling Coordination Relationship between Cultural Tourism Industry Competitiveness and Tourism Flow

“…It is an effort to obtain sustained profitability, usually, beyond the industry average [30,31]. Cultural tourism industry competitiveness is a tool to measure the competitiveness of a destination's cultural tourism industry; it reflects the ability of a tourist destination to highlight its appeal to tourists and to provide them with better goods and services than other destinations [12].…”

“…As a result, tourist destinations are increasingly trying to find new ways to gain a competitive advantage to attract more tourists [6][7][8][9]. Previous studies have identified different factors that are beneficial to building the competitive advantage of a destination, including problem recognition skills [10], branding [11], advertising [12], green initiatives [13] and service customization [14].…”

Is sustainable development reasonable for tourism destinations? An empirical study of the relationship between environmental competitiveness and tourism growth

“…Although destination competitiveness continues to attract tourism researchers' attention, minimal work has identified factors of destination competitiveness, especially environmental competitiveness, that contribute to tourism growth. Some prior empiricism has explored antecedents of destination competitiveness, such as tourist advertising (de Souza, Mendes‐Filho, & Buhalis, 2019), online reputation (Perles‐Ribes, Ramón‐Rodríguez, Moreno‐Izquierdo, & Such‐Devesa, 2019) and regional systems of innovation (Romão & Nijkamp, 2019) but did not address consequences of improving destination competitiveness. Tugcu (2014) notes that valuable core resources and well‐known tourist attractions, which are factors of destination competitiveness, may benefit destinations with inflow of tourists in the long run.…”