Travel Advertising Research Articles

Cross-platform opinion dynamics in competitive travel advertising: A coupled networks' insight.

Social media platforms have become an important tool for travel advertisement. This study constructs the bounded confidence model to build an improved cross-platform competitive travel advertising information dissemination model based on open and closed social media platforms. Moreover, this study examines the evolution process of group opinions in cross-platform information dissemination with simulation experiments. Results reveal that based on strong relationships, the closed social media platform opinion leaders better guide in competitive travel advertising and can bring more potential consumers to follow. However, being an opinion leader on an open social media platform will not result in more consumer following.

RealROI: Discovering Real Regions of Interest From Geotagged Photos

Given a set of geotagged photos with a view direction, the discovering real regions of interest (DRRI) problem involves identifying real regions of Interest (RealROI) in the photos. The problem is important in many practical applications, such as tourist route recommendation and travel advertising. Much work has been conducted to utilize geotagged photos to discover regions of interest or routes and to provide recommendations according to similar preferences. However, these approaches are not ideal for identifying regions of interest (ROI) because the usage of geotagged photos is limited to the GPS coordinates of the photo. This paper proposes novel algorithms to discover real regions of interest in photos based on the direction in which the photos were taken.

Search for persuasive strategies in tourism advertising discourse

Tourism as a social phenomenon has attracted the attention of marketers throughout all stages of its development. Successful cooperation between tourism entities and customers is based on communication. The persuasive power of advertising language is very much experienced today. The same happens in relation to tourism marketing materials. In fact, in order to attract the attention of the viewers, the travel companies choose various signs to express their notion of the brand. Hence, there exist different approaches in tourism marketing to attract and convince potential tourists to book a tourism product. The present article elucidates and discusses important aspects in relation to the language of tourism and the ways of its analysis for detecting persuasive techniques that are used to allure potential tourists. In this regard, the speech impact on travel advertising is realized by convincing a potential customer of the need for service / product. When advertising a travel product, the advertiser influences the consumer, attracting various effective means to intensify his desire to purchase travel services (travel product). The paper reviews the elements of persuasive tourism marketing such as structured communication, storytelling, copywriting, neuromarketing; Cialdini’ (2001) persuasion techniques to influence people, namely, reciprocation, commitment and consistency, social proof, liking, authority, and scarcity. The article also highlights gender-targeting factors as important components in selecting an appropriate persuasive strategy when designing tourism promotional materials. The result section provides the real examples of deployment of the mentioned strategies in influencing the audience by the websites of “Karpaty” and “Solva” resorts. All these techniques form a theoretical framework for researches on persuasiveness and are worth attention as they play a main role in promotion of any kind. The data collection of this study will provide updated information in relation to rhetoric of tourism.

An Evolutionary Perspective on Risk Taking in Tourism

Informed by recent developments in the field of evolutionary psychology, we elicit novel insights about the causal relationship between the activation of mating motives and gender-specific preferences for risk taking in tourism. In this endeavor, across four experimental studies, we illustrate that the effect of activating mating motives on the propensity for risk-taking tourism will be greater for men than it is for women. That is, when mating motives were salient, men consistently displayed a greater preference for the choice of high-risk travel activities (studies 1A and 1B), adventurous destination choices (study 2), and adventurous appeals in travel advertising (study 3). Our findings offer important theoretical contributions to research into the role of gender in risk-taking tourism behaviors from the perspectives both of evolution-based theorizing and managerial implications for tourism practice.

Using Meta-Regression Analysis, the Moderated Communication Effects of Travel Advertising: Focusing on Four Types of Media

Using Meta-Regression Analysis, the Moderated Communication Effects of Travel Advertising: Focusing on Four Types of Media

The Impact of Internet Travel Advertising Design, Tourists' Attitude, and Internet Travel Advertising Effect on Tourists' Purchase Intention: The Moderating Role of Involvement

ABSTRACT Nowadays, Internet advertising has a great potential in increasing customer's purchase intention. According to the literature, involvement significantly influences customer's online behavior and purchasing process; however, much of the present literature concentrates on independent and/or dependent effect of involvement on online shopping. This study focuses on the moderating role of involvement to explore the relationships among Internet travel advertising content design, Internet travel advertising attitude, Internet travel advertising effect, and purchase intention. The study collects a total of 386 responses and the data are examined with structural equation modeling. The results demonstrate that involvement as a moderator had the greatest effect on the relationship between Internet travel advertising attitude and Internet travel advertising effect. Involvement also influenced the relationship between Internet travel advertising content design and Internet travel advertising attitude followed by the relationship between Internet travel advertising effect and purchase intention. In addition, several practical implications have been discussed.

The effects of incentive types and appeal regulatory framing in travel advertising

What types of incentives and regulatory-framed advertising appeals are preferable when the promoted travel destination in a travel advert is spatially distant vs. near? Based on construal-level theory, this paper addresses this question by investigating whether there is a matching effect between the spatial distance of the travel destination and the incentives or the regulatory-framed appeals in ads. The experimental results indicate that when the promoted travel destination is spatially distant, consumers prefer non-monetary incentives and promotion-framed appeals. When the travel destination is spatially near, however, monetary incentives and prevention-framed appeals can generate better advertising effectiveness.

Modeling Tourism Advertising Effectiveness

This study builds on previous research on the impact of tourism advertising and argues that there are a number of likely routes through which tourism advertising influences destination choice. Data were obtained from a survey that examined the impact of Illinois travel advertising and was conducted during the fall of 2001. The results confirm that there are strong linkages among top-of-mind awareness, ad awareness, requesting travel information, and the likelihood of visiting a destination, and therefore, these constitute important routes to influencing destination choice. Differences in the effects of advertising by media channel also appear to be substantial.

Deconstructing travel: cultural perspectives on tourism

Chapter 1 Preface and Acknowledgments Chapter 2 Chapter One: Travelers and Tourists Chapter 3 Chapter Two: Aspects of Travel and Tourism Chapter 4 Chapter Three: The Uses of Travel and Tourism Chapter 5 Chapter Four: The Tourism Industry Chapter 6 Chapter Five: Travel Advertising: Images and Language Chapter 7 Chapter Six: Travel Writing as an Art Form Chapter 8 Chapter Seven: The Impact of Tourism Chapter 9 Chapter Eight: Disneyland and Walt Disney World Chapter 10 Chapter Nine: The End of the Road Chapter 11 Bibliography Chapter 12 Index Chapter 13 About the Author

Travel, Young Women and ‘The Weekly’, 1959–1968

In an attempt to understand the gendered nature of travel and the possibilities which travel has offered women to resist patriarchal dominance, this paper examines the phenomenon of the increase in young women’s travel during the 1960s. An analysis of the representations of women travellers in the Australian Women’s Weekly during that period was carried out, in order to explore images of travel and travellers which were available to young women at that time. Data from the Australian Bureau of Statistics on short term departures by Australian residents were used to establish the context for the analysis. It is suggested that travel represented a resistance by young women to dominant patriarchal discourses on womanhood, and was a demonstration of agency rather than objectified commodification through travel advertising and other gendered media texts.

An Assessment of Hotel and Travel Advertising

Historically, hotel and travel advertising has been criticized for not fulfilling some of the basic premises of sound advertising. Packaged goods and retail advertisers state their advertising has clear and strong propositions and credible platforms. This article analyzes a sample of both historic and current hotel and travel industry advertising to ascertain if the criticism is justified. It identifies six practices which form the foundation of good advertising. And, finally it identifies different types and purposes of ads in the hotel and travel industry.

Second International Tourism, Travel and Leisure Advertising Festival

Second International Tourism, Travel and Leisure Advertising Festival

Travel Advertising Spending at 34-Year High

Travel Advertising Spending at 34-Year High

Trends in Travel and Tourism Advertising Expenditures

Trends in Travel and Tourism Advertising Expenditures

The Relationship Between Inquiry and Visitation: What Is (or Should Be) Conversion?

The various possible sequences of commitment, inquiry, and visitation are considered for their impact on the practice of conversion research to measure the impact of travel advertising. It is proposed that many of the suggestions for the enhancement of the validity of conversion studies are contrary to both the scant empirical evidence and not consistent with what should be measured as conversion.

Consuming Rural Japan: The Marketing of Tradition and Nostalgia in the Japanese Travel Industry

The Japanase travel and tourism industries reflect contradictions between goals to internationalize and fears about vanishing Japanese cultural traditions. This article discusses the nostalgia underlying the popularity of domestic tourism to rural areas in search of reunion with Japanese identity. It explores furusato (home village) imagery in travel advertising and in movies depicting travel in terms of its appeal to contemporary feeling of homelessness among many urban Japanese. It also discusses the impact of nostalgia tourism on remote areas recently transformed into popular travel destinations. It explores the decontextualization of place in simulated experiences of rural areas such as local place fairs hosted by city department stores, and various other consumer offering of pseudotravel experiences for busy urbanites

Total Travel Advertising Drops 14%; Only Domestic Travel Advertising is Up; Investment in Cable TV Continues to Grow

Total Travel Advertising Drops 14%; Only Domestic Travel Advertising is Up; Investment in Cable TV Continues to Grow

Trends in Travel and Tourism Advertising Expenditures in United States Measured Media 1989-1993. Ogilvy and Mather, 309 West 49th Street, 9th Floor, New York, NY 10019-7399. 1994. Various paging. $120

Trends in Travel and Tourism Advertising Expenditures in United States Measured Media 1989-1993. Ogilvy and Mather, 309 West 49th Street, 9th Floor, New York, NY 10019-7399. 1994. Various paging. $120

Trends in Travel and Tourism Advertising Expenditures in United States Measured Media 1988-1992. Ogilvy & Mather, 309 West 49th Street, 9th Floor, New York, NY 10019. August 1993. Various paging. $115

Trends in Travel and Tourism Advertising Expenditures in United States Measured Media 1988-1992. Ogilvy & Mather, 309 West 49th Street, 9th Floor, New York, NY 10019. August 1993. Various paging. $115

Inquiry Conversion and Travel Advertising Effectiveness

This study explores the effect of advertising in stimulating both inquiries and visitation to the historic restoration operated by the Colonial Williamsburg Foundation in Williamsburg, Virginia. A hierarchial model, based on a quasi-experimental approach, is compared to a concurrent conversion study of the same population. The results suggest that conversion studies can avoid serious bias in the measurement of some advertising effects but that conversion studies cannot lead to an adequate measurement of incremental visitation due to advertising.