Abstract
This article presents a discourse on Web advertising usage in travel and tourism marketing. The Interactive Advertising Model (IAM) is adopted, modified, and tested as a potential tool for evaluating Website advertising effectiveness. The model is tested using data gathered from an independent evaluation by 31 Korean natives on five state U.S. tourism organization Websites. The data are analyzed using confirmatory factor analysis and structural equation modeling techniques. The article concludes with a discussion on the study findings along with recommendations on how state tourism organizations can improve their Website effectiveness.
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