Advertising strategy for outbound travel services

Inwon Kang (), Deokhee Cheon () and Matthew Shin ()

Service Business, 2011, vol. 5, issue 4, 380 pages

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. Copyright Springer-Verlag 2011

Keywords: Outbound travel service; Consumer persuasion process; Media-richness; Information search; Infomercial (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11628-011-0116-8

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