標題: Influential factors and relational structure of Internet banner advertising in the tourism industry
作者: Wu, Shwu-Ing
Wei, Pao-Lien
Chen, Jul-Ho
管理科學系
Department of Management Science
關鍵字: Internet advertising contact and attention;Internet advertising content design;Internet advertising attitude;product involvement degree;Internet advertising effects
公開日期: 1-四月-2008
摘要: The Internet serves as a major marketing and communication tool in the tourism industry; it is, therefore, surprising that there have been few discussions of the structural relationship between tourism and Internet-based advertising. This study focuses on determining how Internet-based advertising has influenced travel agencies operating in the tourism industry. The sample of 605 respondents is, therefore, limited to those with experience of both Internet-based advertising and travel agencies. Using structural equation modeling (SEM), it was found that while both consumer contact and attention paid have a direct relationship to a consumer's attitude of an advertisement, they only indirectly affect the consumer's response. The level of importance ascribed to the content of Internet advertisements creates two distinct responses, indicating that the consumer's degree of product involvement is a significant variable in determining the success of Internet advertisements. (C) 2007 Elsevier Ltd. All rights reserved.
URI: http://dx.doi.org/10.1016/j.tourman.2007.03.020
http://hdl.handle.net/11536/14232
ISSN: 0261-5177
DOI: 10.1016/j.tourman.2007.03.020
期刊: TOURISM MANAGEMENT
Volume: 29
Issue: 2
起始頁: 221
結束頁: 236
顯示於類別:期刊論文


文件中的檔案:

  1. 000252546800002.pdf