88 research outputs found
Persuasive Design of Destination Websites: An Analysis of First Impression
This research examines the persuasiveness of destination websites through an investigation of users’ first impression. To achieve this goal, it builds on research by Fogg (2003) and by Kim and Fesenmaier (2007) to assess the effect of the design factors of destination websites on first impression formation. The results of this study indicate that the subjects were able to make quick judgments on tourism websites, and that inspiration and usability were the primary drivers evoking a favorable first impression. This research concludes by discussing the implications of these findings and possible directions for future study
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Innovative Behavior of Destination Marketing Organizations
The role of destination marketing organizations changed considerably over the past few decades. Today, these organizations are not only marketers of a certain area, but are also required to constantly develop new tourism offerings to keep pace with fast changing consumer demands and a volatile economic environment. The purpose of this study was to identify if American destination marketing organizations collaborate with other organizations to develop new services and to identify drivers of collaboration for innovation. Furthermore, the authors evaluated the impact of organizational settings for innovation and partnerships development on organizations’ partnership-for-innovation behavior. It was found that top management support for partnerships as well as a long-term perspective towards partnerships is the foundation of partnerships that can lead to innovation. Several other organization settings (e.g. top management support for innovation) increase the likelihood of establishing such partnerships
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Relationships between the Direct and Induced Effects of Destination Advertising
Tourism advertising is one of the most important tools for destination marketing organizations. As such, many advertising effectiveness studies have been conducted which focus on the direct consequences of destination advertising. However, little of this research has examined the linkages between advertising, changes in trip-related decisions and their impact on length of stay and money spent. The results of this study confirm that destination advertising influences the various aspects of trip structure (e.g. including accommodations, etc.) which in turn, affects trip budgets, but this relationship is not linear. These relationships provide important implications for the design of destination advertising
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THE MEDIATING ROLE OF TIME ON THE EVALUATION OF TOURIST DESTINATION HOME PAGES
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Customer Relations 2.0 – Implications for Destination Marketing
This paper examines the relationships travelers form with travel companies and destinations via Facebook. Based on a sample of over 6000 online American travelers, the research finds that travelers have goal-driven motivations to enter such “friendships” with travel companies, from which they mostly expect deals. In contrast, relationships with destinations are more likely based on emotional attachment. The study further finds demographic differences in the likelihood to enter such relationships as well as differences based on Internet skills and travel experience, thus providing insights regarding basic profiles of fans and their motivations. Implications for customer relationship management are discussed
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Nonresponse Bias in Internet-based Advertising Conversion Studies
This study examines the extent of nonresponse bias in online advertising conversion studies. Two indicators (i.e., conversion rates and travel expenditure) assessing the tourism advertising effectiveness were compared using unweighted and weighted data sets. The results of this study using 24 locations throughout the U. S. confirm the conclusions of previous studies, showing consistent overestimates in advertising effectiveness. Several methodological and managerial implications of these findings are discussed
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Differentiation of Tourism Online Information Channels through Information Search Activities
This study argues that since information search activities of online travel planners are outcome oriented, the selection of tourism online information channels is highly predictable. Building upon this assumption, this study examined the extent to which one could differentiate tourism online information channels through the online information search activities of online travel. The results of a series of logistic regression analyses of online American travelers confirm that there are significant and meaningful differences in the core functions of the various online information channels. The online travelers select different information channels based on different needs such as booking, generating ideas. Thus, the results of this study clearly suggest that tourism marketers can develop their competitive advantage by structuring their advertising program to match the information needs of those travelers based upon information channel
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Modeling Tourism Advertising Conversion in the United States
This study attempts to develop tourism advertising conversion modeling throughout the United States. Geographic and demographic data were taken into account for developing the model using multivariate technique such as logistic regression and CHAID. The results of this research showed that residence states are the most important factor affecting the conversion and interestingly, the information that is relevant with the focal destination is more important than number of brochure information travelers received. This research ends with discussion of theoretical and practical implications for destination marketing
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DESIGNING TOURISM PLACES: UNDERSTANDING THE TOURISM EXPERIENCE THROUGH OUR SENSES
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Effects of Channel, Timing, and Bundling on Destination Advertisement Response
This research investigates the relationships between advertisement channels, the timing of travel decision making, and the interaction of individual travel decisions on destination advertising response. Based on a sample of 5,472 travelers, this study finds that neither the timing of travel decision making nor the channel of advertisement significantly correlates with the advertising response for most trip decisions. However, strong interactions are found between advertising response and restaurant and shopping trip decisions, and between the attractions and events trip decisions. These findings are important in that they suggest that destination marketing programs should bundle these aspects of the trip together when developing their promotional efforts
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