Modeling Tourism Advertising Effectiveness
- 1 August 2005
- journal article
- research article
- Published by SAGE Publications in Journal of Travel Research
- Vol. 44 (1), 42-49
- https://doi.org/10.1177/0047287505276590
Abstract
This 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.Keywords
This publication has 1 reference indexed in Scilit:
- Toward Higher Quality Conversion Studies: Refining the Numbers GameJournal of Travel Research, 1984