Abstract
This paper examines the interrelated effects of perceived ad intrusiveness of rich media ads in online advertisements with respect to attitudes towards brands, online advertisement and the publishe...
Highlights
Tourism is rapidly increasing and so is relative importance of tourism industry as a contributor to the economy (UNWTO, 2016)
Tourism is usually related to international travel, but it could refer to domestic travel, which includes travel for the purpose of recreation, leisure, religious visit, family or business (Baggio, Milano, & Piattellib, 2011)
Perceived ad intrusiveness and attitude towards online advertising, brands being advertised, and the website is empirically tested in the context of young Indian travellers
Summary
Tourism is rapidly increasing and so is relative importance of tourism industry as a contributor to the economy (UNWTO, 2016). According to World Travel & Tourism Council, direct contribution of travel and tourism sector in year 2017 was INR 5,943 billion or 3.7% of Indian GDP. Domestic travel spending generated 87.2% of direct Travel & Tourism GDP in 2017 compared with 12.8% for visitor exports (i.e. foreign visitor spending or international tourism receipts) which mean “Indians are exploring India”. Tourism is usually related to international travel, but it could refer to domestic travel, which includes travel for the purpose of recreation, leisure, religious visit, family or business (Baggio, Milano, & Piattellib, 2011). According to Pan, Tsai, and Lee (2011) tourism advertisement videos are a ready reckoner of crucial information for tourists in deciding a place for visit. The destination’s audio-video advertisement especially the online advertisement has direct impact on the travellers visit intentions and attitude formulation
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