Abstract
This article adopts, modifies and tests the Interactive Advertising Model as a potential tool for evaluating website advertising effectiveness in US state tourism organizations. The adopted model is referred to in the study as the Modified Interactive Tourism Advertising Model (MITAM). The model is tested using data gathered from an independent evaluation by 31 Korean natives on five state US tourism organization websites. The data are analyzed using confirmatory factor analysis. The study found that the proposed MITAM model should be considered as a tool for improving the advertising effectiveness of travel websites. The article concludes with a discussion on the study findings along with recommendations on how state tourism organizations can improve their website advertising effectiveness.
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