Is the tour leader an effective endorser for group package tour brochures?

Effect of Celebrity Endorsement on Consumer’s Perception of Corporate Image, Corporate Credibility and Corporate Loyalty (Case Study: Novin Charm Company)

“…If a mismatch or an inconsistency between the celebrity attributes and those of the endorsed company occurs, a number of adverse effects can be expected including a loss of credibility and also of customers (Amos et al, 2008). Celebrity endorsement is also likely to be an antecedent toenhanced corporate credibility (Wang et al, 2002). Tiger Woods, a well-known professional golfer is an example of how a fall in popularity of a successful endorser due to scandals involving alleged extramarital affairs resulted in the loss of a number of large endorsement business contracts.…”

Tourists’ Perceptions of Group Package Tour Relative Parties’ Questionable Tour-Related Behaviors

“…Multiple subjects affect man's perception, such as travel agents (McKercher, Packer, Yau, and Lam, 2003), travel agencies (Millánr and Esteban, 2004), tour guides (Pizam and Gang-Hoan, 1996), employees (Ross, 1997), tour group leaders (Wang, Hsieh, and Chen, 2002), etc. Further, different personnel exert an influence on perception to a different degree and in a different way because their roles in service delivery vary.…”

“…Therefore, interaction among tourists and service employees, as well as that among customers (Wu, 2007), become important components that influence tourist perceptions and attitudes. As group package tours have become the mainstream in many countries, their importance has come to the attention of many scholars (Wang et al, 2002). In general, group package tours appear to be more special because (1) tour size is often larger than a usual tour, such that there is more interpersonal contact; (2) there is more common itinerary, such that interpersonal interaction is enhanced; and (3) the duration of a tour is longer and, as such, there are deeper mutual interactions and longer periods of contact.…”

Trends in Outbound Group Package Tours in China and Taiwan: A Marketing Mix Perspective

“…To date, the GPT has been tested empirically in terms of tourist risk (Tsaur, Tzeng, & Wang, 1997), critical service features (Wang et al, 2000), effective endorsement for the GPT (Wang et al, 2002), senior traveler behavior (Huang & Tsai, 2003), family decision maker (Wang et al, 2004), and advertising components on web pages (Wang, Chou, Su, & Tsai, 2007).…”

“…Conversely, it is implied that tourists' behaviors may be comparable if they share a similar culture. Wang, Hsieh, and Chen (2002) and Wang et al (2004) have concluded that despite the differences in their economies and decades of political separation, the racial, cultural, and linguistic similarities between Taiwan and China are still strong enough that it is plausible to assume that their outbound GPT tourists would behave in similar ways. Therefore, a comparison between Taiwan's and China's outbound GPT was conducted.…”