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Abstract

In the production of marketing materials, Destination Marketing Organization’s must make decisions about the prominence given to certain products and places, often to the exclusion of others. These decisions reflect political or market directions, or a mix of both. Yet, little is known about the influence on traveler behaviour of these decisions. This experimental design study compares trip planning behaviour of potential travelers using a vacation guide featuring regions with greatest appeal most prominently, versus a guide featuring all regions equally. Interestingly, a first position in a guide, or more pages of information, can have as much influence on trip planning as place appeal.

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Comparing the Influence on Trip Planning Behaviour of Using Selective “Place Appeal” Versus an “All Inclusive” Style in Destination Marketing

In the production of marketing materials, Destination Marketing Organization’s must make decisions about the prominence given to certain products and places, often to the exclusion of others. These decisions reflect political or market directions, or a mix of both. Yet, little is known about the influence on traveler behaviour of these decisions. This experimental design study compares trip planning behaviour of potential travelers using a vacation guide featuring regions with greatest appeal most prominently, versus a guide featuring all regions equally. Interestingly, a first position in a guide, or more pages of information, can have as much influence on trip planning as place appeal.