The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry

Wan Yu Chang and I Ying Chang
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Wan Yu Chang: Department of Tourism Management, Taiwan Shoufu University, No. 168, Nanshi Li, Madou District, Tainan City 72153, Taiwan
I Ying Chang: Department of Tourism, MICE Management, Chung Hua University, Hsinchu 30012, Taiwan

Sustainability, 2014, vol. 6, issue 12, 1-13

Abstract: With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterprise Company Limited and Want Want China Times Group have founded travel agencies for the purpose of increasing their market share in the tourism industry. Therefore, the formulation of marketing strategies has become a critical issue for all travel agencies that wish to ensure their prominence in the market. The frequent use of humorous materials and appeals has been the main tendency in advertising. However, no consistent conclusions regarding the actual effects of humorous advertising have been determined. The subjects of the current study were users of the Lion Travel website. Online questionnaires were sent to and collected from random respondents. One hundred questionnaires were delivered, and 512 valid questionnaires were collected. Each collected questionnaire represented a valid sample. The study generated the following five results: (1) humorous advertisements may partially influence brand awareness; (2) humorous elements may partially influence advertising effects; (3) brand awareness has significant positive effects on the advertising attitude of advertising effects; (4) brand awareness has significant positive effects on the brand attitude of advertising effects; (5) brand awareness has significant positive effects on the purchasing intention of advertising effects. Eventually, it is anticipated that the results of this study can serve as a reference and provide suggestions for humorous advertising strategies in the tourism industry.

Keywords: humorous advertisements; brand awareness; advertising effects; tourism industry (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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