Customers' Assessment of Destination Advertisements with Incomplete Information Interactions among Inferences, Attitudes, and Purchase Intentions

Potential visitors are often required to make judgments about destinations on the basis of limited or incomplete information. Since decision-making rules may change when information is missing, it is instrumental to understand how potential visitors respond to incomplete information. The present res...

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Bibliographic Details
Published in:Journal of quality assurance in hospitality & tourism 2014-07, Vol.15 (3), p.269-293
Main Authors: Yüksel, Atila, Bilim, Yasin, Yüksel, Fisun
Format: Article
Language:English
Subjects:
Advertisements
attitudes toward destination
behavioral intent
Consumer attitudes
Consumer behavior
consumer inferences
Decision making
destination advertising
missing information
Studies
Tourism
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Summary:Potential visitors are often required to make judgments about destinations on the basis of limited or incomplete information. Since decision-making rules may change when information is missing, it is instrumental to understand how potential visitors respond to incomplete information. The present research explores how marketing communication containing incomplete information (in)directly affects consumers' inferences, attitudes, and purchase intentions. The results have shown that when information is limited, consumers are unlikely to develop strong attitudes that will guide their purchase intentions. However, when exposed to the incomplete information, the involved consumers are likely to infer service quality by complementing the incompleteness with their own input, and hence they are likely to develop favorable intent toward the destination. Implications for destination advertising are discussed.
ISSN:1528-008X
1528-0098
DOI:10.1080/1528008X.2014.921771