Abstract

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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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.