nach oben

Service Business

Erschienen in:

01.12.2011

Advertising strategy for outbound travel services

verfasst von: Inwon Kang, Deokhee Cheon, Matthew M. Shin

Erschienen in: Service Business | Ausgabe 4/2011

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

When purchasing a travel service, consumers perform multiple information searches. Depending on the accessed information and the type of media for travel service advertisements, consumers make different evaluations on the travel service. Given this context, we propose a consumer persuasion model that reveals the most effective persuasion process for consumers to make purchasing decisions on travel services. For this study, we conducted a comparative analysis to discern effectiveness and limitations between newspapers and TV infomercials; the two major media for travel service advertisements. Based on the results from the analysis, we drew some meaningful managerial implications for travel service advertising strategy.

Vorheriger Artikel Key service innovation drivers in the tourism sector: empirical evidence and managerial implications

Nächster Artikel Pecking Order Theory versus Trade-Off Theory: are service SMEs’ capital structure decisions different?

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Aaker J, Brumbaugh A, Grier S (2000) Non-target markets and viewer distinctiveness: the impact of target marketing on advertising attitudes. J Consum Psychol 9(3):127–140CrossRef

Alba J, Hutchinson J (2000) Knowledge calibration: what consumers know and what they think they know. J Consum Res 27(September):123–156CrossRef

Albers-Miller N, Stafford M (1999) An international analysis of emotional and rational appeals in services vs. goods advertising. J Consum Mark 16(1):42–57CrossRef

Beatty S, Kahle L, Homer P (1988) The involvement-commitment model: theory and implications. J Bus Res 16:149–167CrossRef

Bebko C (2000) Service intangibility and its impact on consumer expectations of service quality. J Serv Mark 14(1):9–26CrossRef

Berry L (1980) Services marketing is different. Business 30:16–23

Bloch P, Richins M (1983) A theoretical model for the study of product importance perceptions. J Mark 47(3):69–81CrossRef

Brady M, Cronin J (2001) Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. J Mark 65(3):34–49CrossRef

Breivik E, Troye S, Olsson U (1998) Dimensions of intangibility and their impact on product evaluation. Paper presented at the annual conference, Association for Consumer Research (October)

Brucks M (1985) The effect of product class knowledge on information search behavior. J Consum Res 12(June):1–16CrossRef

Calder B, Malthouse E (2006) Managing media and advertising change with integrated marketing. J Advert Res 45(4):1–6

Carlson J, George J, Burgoon J, Adkins M, White C (2004) Deception in computer-mediated communication. Group Decis Negot 13(1):5–28CrossRef

Chaudhuri A, Holbrook M (2001) The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. J Mark 65(2):81–93CrossRef

Cohen J (1983) Involvement and you: 1000 great ideas. Adv Consum Res 10:325–328

Daft R, Lengel R, Trevino L (1987) Message equivocality, media selection and manager performance: implications for information systems. MISQ 11(3):355–366CrossRef

Deephouse D (2000) Media reputation as a strategic resource: an integration of mass communication and resource-based theories. J Manag 26(6):1091–1112CrossRef

Gartner W (1989) Tourism image: attribute measurement of state tourism products using multidimensional scaling techniques. J Travel Res 28(2):16–20CrossRef

Gretzel U, Yuan Y, Fesenmaier D (2000) Preparing for the new economy: advertising strategies and change in destination marketing organizations. J Travel Res 39(2):146–156CrossRef

Hair J, Anderson R, Tatham R, Black W (1998) Multivariate data analysis with readings. Prentice Hall, Englewood Cliffs

Johar S, Sirgy J (1991) Value-expressive versus utilitarian advertising appeals: when and why to use which appeal. J Advert 20(3):23–34

Kalyanaram G, Winer R (1995) Empirical generalizations from reference price research. Mark Sci 14(3):161–169CrossRef

Kotler P, Armstrong G (2004) Principles of marketing, 10th edn. Prentice-Hall, Englewood Cliffs

Laroche M, Bergeron J, Goutaland C (2001) A three-dimensional scale of intangibility. J Serv Res 4(1):26–38CrossRef

Laskey H, Seaton B, Nicholls J (1994) Effects of strategy and pictures in travel agency advertising. J Travel Res 32(4):13–19CrossRef

Laurent G, Kapferer J (1985) Measuring consumer involvement profiles. J Mark Res 22(February):41–53CrossRef

Lepkowska-White E, Brashear T, Weinberger M (2003) A test of ad appeal effectiveness in Poland and the United States. J Advert 32(3):57–67

Liu Y (2006) Word of mouth for movies: its dynamics and impact on box office revenue. J Mark 70(3):74–89CrossRef

Mainardes E, Silva M, Domingues M (2010) The development of new higher education courses. Serv Bus 4:271–288CrossRef

Masheswaran D, Meyers-Levy J (1990) The influence of message framing and issue involvement. J Mark Res 27(3):361–367CrossRef

McWilliams E, Crompton J (1997) An expanded framework for measuring the effectiveness of destination advertising. Tour Manag 18(3):127–137CrossRef

Mitchell A, Olson J (1981) Are product attribute beliefs the only mediators of advertising effects on brand attitudes? J Mark Res 18(August):318–332CrossRef

Murray K, Schlacter J (1990) The impact of services versus goods on consumers’ assessment of perceived risk and variability. J Acad Mark Sci 18(1):51–65CrossRef

Myers J, Alpert M (1968) Determinant buying attributes: meaning and measurement. J Mark 32(10):13–20CrossRef

Ofir C (2004) Reexamining latitude of price acceptability and price thresholds: predicting basic consumer reaction to price. J Consum Res 30(March):612–621CrossRef

Park S, Kim D (2010) A comparison of different approaches to segment information search behavior of spring break travelers in the USA: experience, knowledge, involvement and specialization concept. Int J Tour Res 12(1):49–64

Petrick J (2002) Development of a multi-dimensional scale for measuring perceived value of a service. J Leis Res 34:119–136

Putto C, Wells W (1984) Informational and transformational advertising: the differential effects of time. Adv Consum Res XI:638–643

Quintal V, Lee J, Soutar G (2010) Tourists’ information search: the differential impact of risk and uncertainty avoidance. Int J Tour Res 12(4):321–333CrossRef

Schoefer K, Diamantopoulos A (2008) Measuring experienced emotions during service recovery encounters: construction and assessment of the ESRE scale. Serv Bus 2:65–81CrossRef

Shostack G (1977) Breaking free from product marketing. J Mark 41(April):73–80CrossRef

Simpson P, Siguaw J (2008) Perceived travel risks: the traveler perspective and manageability. Int J Tour Res 10(4):315–327CrossRef

Srinivasan N, Ratchford B (1991) An empirical test of a model of external search for automobiles. J Consum Res 18(2):233–242CrossRef

Tsai S (2005) Utility, cultural symbolism and emotion: a comprehensive model of brand purchase value. Int J Res Mark 22:277–291CrossRef

Van Raaij W, Fred W (1977) Consumer information processing for different information structures and formats. Adv Consum Res 4(1):176–184

Vaughn R (1980) How advertising works: a planning model. J Adv Res 20(October):27–33

Wang K, Hsieh A, Yeh Y, Tsa C (2004) Who is the decision-maker: the parents or the child in group package tours? Tour Manag 25(2):183–194CrossRef

Woodside A, Dubelaar C (2003) Increasing quality in measuring advertising effectiveness: a meta-analysis of question framing in conversion studies. J Advert Res 32(1):79–85

Zaichkowsky J (1985) Measuring the involvement construct. J Consum Res 12(3):341–352CrossRef

Zeithaml V (1988) Consumer perceptions of price, quality and value: a mean-end model and synthesis of evidence. J Mark 52(July):2–22CrossRef

Zhang Y, Gelb B (1996) Matching advertizing appeals to culture: the influence of products’ use conditions. J Advert 25(3):29–46

Titel: Advertising strategy for outbound travel services
verfasst von: Inwon Kang
Deokhee Cheon
Matthew M. Shin
Publikationsdatum: 01.12.2011
Verlag: Springer-Verlag
Erschienen in: Service Business / Ausgabe 4/2011
Print ISSN: 1862-8516
Elektronische ISSN: 1862-8508
DOI: https://doi.org/10.1007/s11628-011-0116-8

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 4/2011

Gender differences in the linkage of online patronage behavior with TV-and-online shopping values

Competitiveness, resources, and capabilities: empirical evidence from retail banking

Key service innovation drivers in the tourism sector: empirical evidence and managerial implications

Network collaboration and performance in the tourism sector

Pecking Order Theory versus Trade-Off Theory: are service SMEs’ capital structure decisions different?