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A model of tourism advertising effects.
- Source :
- Tourism Management; Aug2021, Vol. 85, pN.PAG-N.PAG, 1p
- Publication Year :
- 2021
-
Abstract
- This study develops the AIEDA tourism advertising effects model and examines this model by tourism destination types and advertising formats in a field experiment. The AIEDA model extends the traditional AIDA model in the advertising field and additionally considers the unique features of tourism products. It includes five hierarchical stages: Attention→ Interest→Evaluation (Perceived Usefulness→ Perceived Credibility) → Desire →Action. Findings of experimental research indicate that destination type and advertising format have main effects and interaction effects on tourism advertising effects. In addition, this study discovered that, for natural and cultural destinations, video ads yielded similar or more positive advertising effects than virtual reality ads, whereas print was the least effective advertising format. [Display omitted] [ABSTRACT FROM AUTHOR]
- Subjects :
- TOURISM advertising
TOURIST attractions
TOURISM
VIRTUAL reality
WORLD Heritage Sites
Subjects
Details
- Language :
- English
- ISSN :
- 02615177
- Volume :
- 85
- Database :
- Supplemental Index
- Journal :
- Tourism Management
- Publication Type :
- Academic Journal
- Accession number :
- 149804344
- Full Text :
- https://doi.org/10.1016/j.tourman.2020.104278