Abstract

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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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.