Online Channel Use and Destination Advertising Response

Jason L. Stienmetz () and Daniel R. Fesenmaier ()
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Jason L. Stienmetz: Temple University
Daniel R. Fesenmaier: Temple University

A chapter in Information and Communication Technologies in Tourism 2013, 2013, pp 530-542 from Springer

Abstract: Abstract Understanding the relationship between use of online information channels and response to destination advertising is one of the most important challenges facing destination marketing organizations. The results of this study indicate that the use of information sources and online channels differs substantially for each major component of the travel planning process (e.g., whether or not to take a trip, where to visit, and what to do there). Further, the results of these analyses indicate that travellers use online information sources differently and this use significantly affects their response to destination advertising. Thus, the results of this study provide essential guidance regarding potential strategies for designing and implementing online destination advertising programs.

Keywords: Online information channels; Destination advertising response; Facets-based advertising model (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36309-2_45

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DOI: 10.1007/978-3-642-36309-2_45

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