Abstract
A new commercial promoting Australia tourism provides a recent example of nation branding. The study reported here measured the commercial's effectiveness on traditional measures of travel interest, as well as public diplomacy. A sample of 261 US adults participated in an online pre–post experiment evaluating the country before and after exposure to the commercial. Results showed that overall, evaluations of Australia as both a tourist destination and a country improved after viewing the commercial. Results demonstrated the bleed-over effect of tourism advertising in that the commercial worked to improve overall attitudes toward the country in addition to interest in visiting.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
