Abstract

This study proposes a facets-based destination advertising response (DAR) model that integrates the principal components or decisions of a trip. The proposed DAR framework is discussed and its adequacy for evaluating destination marketing campaigns is assessed. The results of this study indicate that while most travelers decide where to visit without regard to destination advertising, travel advertising significantly affects many trip-related decisions, which in turn, affect the level of visitor expenditures.

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MEASURING TOURISM ADVERTISING: THE DESTINATION ADVERTISING RESPONSE (DAR) MODEL

This study proposes a facets-based destination advertising response (DAR) model that integrates the principal components or decisions of a trip. The proposed DAR framework is discussed and its adequacy for evaluating destination marketing campaigns is assessed. The results of this study indicate that while most travelers decide where to visit without regard to destination advertising, travel advertising significantly affects many trip-related decisions, which in turn, affect the level of visitor expenditures.