Author Bios (50 Words)

Quratulain Mehdi is a graduate in Masters of Arts in Marketing Communications from Middlesex University, Dubai. She’s currently working as a Department Coordinator for the Learning and Development Unit at Tanfeeth ENBD, and aspires to be a teacher one day. She loves researching, learning and experiencing new things, and enjoys arts and crafts during her spare time. She has aspirations to one day travel to several destinations on her bucket list.

Dr. Sreejith Balasubramanian is a Senior Lecturer at Middlesex University Dubai and has 10+ years of experience in teaching, research and consultancy. He holds a PhD from Middlesex University London and a Master’s degree in International Business from University of Wollongong. His work is published in leading international journals and conferences.

Dr. Cody Morris Paris is the Deputy Director for Academic Planning and Research at Middlesex University Dubai. He holds a PhD from Arizona State University. He is a Senior Research Fellow in the School of Hospitality and Tourism at the University of Johannesburg. He serves on TTRA APAC Board, and is the Editor in Chief of the e-Review of Tourism Research.

Abstract (150 Words)

Radio advertisements are often used by destination marketers to increase the awareness and perception of a destination. The aim of this quasi-experimental study is to investigate the effectiveness of radio advertisements a) without humor and music b) with humor only c) with music only d) with both humor and music on tourist attitudes and behavioral intention to visit a destination in the UAE. The results suggest that entertaining radio advertisements (with humor and/or music) are more effective than plain advertisements, and within that, advertisements with humor are more effective than those with music, and with humor and music. The findings provides a novel understanding on the contingent use of radio advertisement in promoting a destination.

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Exploring the role of Humor and Music in radio advertisement: A quasi-experimental study on domestic tourist attitudes and behavioral intentions in the UAE

Radio advertisements are often used by destination marketers to increase the awareness and perception of a destination. The aim of this quasi-experimental study is to investigate the effectiveness of radio advertisements a) without humor and music b) with humor only c) with music only d) with both humor and music on tourist attitudes and behavioral intention to visit a destination in the UAE. The results suggest that entertaining radio advertisements (with humor and/or music) are more effective than plain advertisements, and within that, advertisements with humor are more effective than those with music, and with humor and music. The findings provides a novel understanding on the contingent use of radio advertisement in promoting a destination.