A comparative study of perceptions of destination advertising according to message appeal and endorsement type
A comparative study of perceptions of destination advertising according to message appeal and endorsement type
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根据信息诉求和认可类型对目的地广告认知的比较研究
DOI：
10.1080/10941665.2017.1394336
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发表时间：
2018
影响因子：
5
通讯作者：
J. Agrusa
中科院分区：
文献类型：
--
作者：
Saerom Wang;S. Kim;J. Agrusa
随着当今世界的扁平化，旅游目的地的景观变得越来越相似。反过来，越来越多的目的地正在寻求有效地宣传自己。基于这些原因，本研究调查的差异，目的地促销的广告效果的消息呼吁和背书类型。研究的主要目的是比较目的地广告的有效性的消息呼吁类型和背书类型，以确定最有效的广告类型，以促进一个目的地。一个假设的网站广告设计的问卷调查中使用的入境游客到韩国的三个不同的国籍。为了研究两种广告诉求类型之间的差异，根据提供的类型，进行了一系列的t检验，而一般的线性模型测试进行了重复测量，以检测三种背书类型之间的差异。研究结果显示，目的地广告效果因广告诉求类型与广告代言类型而异。这种有效性也被发现不同的消息收件人的文化背景。对于目的地营销人员来说，这些发现揭示了按消息吸引力类型和认可类型精心策划的消息设计的重要性。
ABSTRACT As today’s world is flattening, the landscape of tourist destinations is becoming similar. In turn, an increasing number of destinations are seeking to effectively promote themselves. For these reasons, this study investigated the differences in the advertising effectiveness of destination promotions by message appeal and endorsement type. The main objective of the study was to compare the effectiveness of destination advertising by message appeal types and endorsement types respectively in order to determine the most effective type of advertising for promoting a destination. A questionnaire with hypothetical website advertising designs was used in a survey of inbound tourists to Korea of three different nationalities. To examine differences between the two advertising appeal types according to the type of offer, a series of t-tests were performed, whereas general linear model tests with repeated measures were carried out to detect the differences among the three endorsement types. The results revealed destination advertising effectiveness vary by both advertising appeal type and endorsement type. Such effectiveness was also found to vary by the message recipient’s cultural background. For destination marketers, these findings shed light on the importance of a well-curated message design by message appeal type and endorsement type.