Author Bios (50 Words)

The author has been teaching at Department of Leisure and Recreation Management since she graduated from Michigan State University in 2003. The author has three major research subjects: tourist wayfinding behavior in unfamiliar destinations, encounter experience among tourists, and Virtual Reality marketing effects on tourism destination.

Abstract (150 Words)

With the development of modern technology, new types of media keep popping out one by one with different features. This study explored whether there would be significant differences in promotion benefits between the application of new media (YouTube, Facebook, Blog) and that of old media (Flyer, Magazine, Word of mouth in tourism festival (Tai Songkran Festival) and tourism destination marketing (Okinawan Island). The promotion benefits include three aspects: advertisement attitude; tourism images, and their future travel intentions. The 502 Study participants were randomly assigned in six different groups to watch different types of promotion advertisement. The result found that study participants who watched the promotion information through new media expressed higher level on its advertisement attitudes, tourism image and travel intentions. Two-Way ANOVA test revealed significant interaction between type of media and type of tourism products (festival and destination) with respect to advertisement contents, advertisement innovation, and negative tourism image.

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The advertisements effects on festival and destination marketing: comparison study between old and new social media

With the development of modern technology, new types of media keep popping out one by one with different features. This study explored whether there would be significant differences in promotion benefits between the application of new media (YouTube, Facebook, Blog) and that of old media (Flyer, Magazine, Word of mouth in tourism festival (Tai Songkran Festival) and tourism destination marketing (Okinawan Island). The promotion benefits include three aspects: advertisement attitude; tourism images, and their future travel intentions. The 502 Study participants were randomly assigned in six different groups to watch different types of promotion advertisement. The result found that study participants who watched the promotion information through new media expressed higher level on its advertisement attitudes, tourism image and travel intentions. Two-Way ANOVA test revealed significant interaction between type of media and type of tourism products (festival and destination) with respect to advertisement contents, advertisement innovation, and negative tourism image.