Prior Experience and Destination Advertising Response

Prior experience has been recognized as one of the most important factors affecting travelers' decision making and travel behavior. However, advertising effectiveness research has largely ignored how prior experience differentiates travelers' responses to destination advertising. As such,...

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Bibliographic Details
Published in:Tourism analysis 2014-01, Vol.19 (3), p.351-359
Main Authors: Choe, Yeongbae, Stienmetz, Jason L., Fesenmaier, Daniel R.
Format: Article
Language:English
Subjects:
Advertising
Advertising Effectiveness
Conversion
Decision making
Destination Advertising Response
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Summary:Prior experience has been recognized as one of the most important factors affecting travelers' decision making and travel behavior. However, advertising effectiveness research has largely ignored how prior experience differentiates travelers' responses to destination advertising. As such, this study examines the relationship between traveler's experience at the destination, traveler and trip characteristics, and advertising response. The findings of this study clarify these relationships and provide important implications for the improvement of destination advertising response models and, in turn, the design of destination marketing programs.
ISSN:1083-5423
DOI:10.3727/108354214X14029467968600