Modeling Tourism Advertising Effectiveness

Kim, Dae-Young; Hwang, Yeong‐Hyeon; Fesenmaier, Daniel R.

doi:10.1177/0047287505276590

Cited by 120 publications

(95 citation statements)

References 28 publications

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“…Along with PLS results, the argument quality and peer tourist source of ITAs could significantly increase perceived usefulness, perceived enjoyment, and satisfaction, and could increase ITA adoption, planned/unplanned visit and word-of-mouth intention of the potential tourists. These results could also be consistent with prior studies' findings that the effectiveness of ITAs could be determined by the destination awareness [8] and destination visit [9]. The results of this study successfully capture how the argument quality and peer tourist source of ITAs could induce the potential tourists' perceptions, attitudes and behavioral intentions toward the ITA.…”

Section: Discussionsupporting

confidence: 88%

International Tourism Advertisements on Social Media: Impact of Argument Quality and Source

Lee

2017

Sustainability

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Abstract:To guarantee sustainable international tourism market growth, challenges for international tourism advertisements (ITAs) include how and by whom they are made. Different to traditional ITAs, a new type of ITA has been created by the international tourists themselves; it contains not only pictures but also their own tour stories, and it is distributed via social media (e.g., Youtube.com). However, few studies have investigated the impacts of this type of ITA. I was challenged to empirically validate the impacts on potential tourist reactions of argument quality and the peer tourist source of ITAs. I developed my research model based on Toulmin's model of argument, institution-based trust, the information adoption model, and consumer reaction literature. I conducted the quasi-experiment using three types of ITAs that vary by argument quality and advertisement source. A total of 387 data were collected and analyzed using ANOVA and the partial least squares (PLS) analysis. The results indicate that argument quality and peer tourist source significantly increase perceived ITA quality, ITA fit-to-task and trusting belief, and decrease perceived risk. Argument quality and peer tourist source could also significantly increase tourist reactions, such as ITA adoption, planned/unplanned visit, and word-of-mouth intention. These findings could make ITAs more persuasive on social media.

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Section: Discussionsupporting

confidence: 88%

International Tourism Advertisements on Social Media: Impact of Argument Quality and Source

Lee

2017

Sustainability

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“…Kim, Hwang and Fesenmaier (2005) proposed an expanded framework to tourism advertising effectiveness. This study suggested the importance of considering psychological states such as cognitive and behavioural processes, which indicate the sequential advertising response process.…”

Section: Tourism Advertising Effectivenessmentioning

confidence: 99%

Differentiated effect of advertising: Joint vs. separate consumption

Park

Nicolau

2015

Tourism Management

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In a context of intense competition, cooperative advertising between firms is critical. Accordingly, the objective of this article is to analyse the potential differentiated effect of advertising on two basic consumption patterns: individual products (i.e. hotel, restaurant) vs. bundle (i.e. hotel+restaurant). This research adds to the extant literature in that, for the first time, this potential differentiated effect is examined through a hierarchical modelling framework that reflects the way people make their decisions: first, they decide whether to visit or not a region; second, whether to purchase an advertised product in that region; and third, whether to buy products together or separately at the region. The empirical analysis, applied to a sample of 11,288 individuals, shows that the influence of advertising is positive for the decisions to visit and to purchase; however, when it comes to the joint or separate consumption, advertising has a differentiated effect: its impact is much greater on the joint alternative ("hotel+restaurant") than the separate options ("hotel" and "restaurant"). Also, the variable distance moderates the advertising effect.

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“…Tourism advertising is regarded as one of the most influential information sources for prospective and current visitors (Burke & Gitelson, 1990;Kim, Hwang, & Fesenmaier, 2005;Gretzel, Yuan, & Fesenmaier, 2000;USTA, 2011). Recently, many tourism destination organizations (DMOs) in the United States and elsewhere have been challenged by state budget cuts which have led to strong pressure to defend funding for destination-specific tourism advertising (Papatheodorou, Rossello, & Xio, 2010;Ritchie, Molinar, & Frechtling, 2010;Spring, 2010;USTA, 2011).…”

Section: Introductionmentioning

confidence: 99%

Assessing Advertising in a Hierarchical Decision Model

Park

Nicolau

Fesenmaier

2013

Annals of Tourism Research

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Many destination marketing organizations in the United States and elsewhere are facing budget retrenchment for tourism marketing, especially for advertising. This study evaluates a three-stage model using Random Coefficient Logit (RCL) approach which controls for correlations between different non-independent alternatives and considers heterogeneity within individual's responses to advertising. The results of this study indicate that the proposed RCL model results in a significantly better fit as compared to traditional logit models, and indicates that tourism advertising significantly influences tourist decisions with several variables (age, income, distance and Internet access) moderating these decisions differently depending on decision stage and product type. These findings suggest that this approach provides a better foundation for assessing, and in turn, designing more effective advertising campaigns.

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Modeling Tourism Advertising Effectiveness

Cited by 120 publications

References 28 publications

International Tourism Advertisements on Social Media: Impact of Argument Quality and Source

International Tourism Advertisements on Social Media: Impact of Argument Quality and Source

Differentiated effect of advertising: Joint vs. separate consumption

Assessing Advertising in a Hierarchical Decision Model

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