Advertising strategy for outbound travel services

作者：Kang Inwon; Cheon Deokhee; Shin Matthew M^*

来源：Service Business, 2011, 5(4): 361-380.

DOI：10.1007/s11628-011-0116-8

• Outbound travel service
• Consumer persuasion process
• Media-richness
• Information search
• Infomercial

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.

• 出版日期2011-12