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Assessing advertising in a hierarchical decision model

Park, S, Nicolau, JL and Fesenmaier, DR (2013) Assessing advertising in a hierarchical decision model Annals of Tourism Research, 40 (1). pp. 260-282.

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Abstract

Many destination marketing organizations in the United States and elsewhere are facing budget retrenchment for tourism marketing, especially for advertising. This study evaluates a three-stage model using Random Coefficient Logit (RCL) approach which controls for correlations between different non-independent alternatives and considers heterogeneity within individual's responses to advertising. The results of this study indicate that the proposed RCL model results in a significantly better fit as compared to traditional logit models, and indicates that tourism advertising significantly influences tourist decisions with several variables (age, income, distance and Internet access) moderating these decisions differently depending on decision stage and product type. These findings suggest that this approach provides a better foundation for assessing, and in turn, designing more effective advertising campaigns. © 2012 Elsevier Ltd.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
AuthorsEmailORCID
Park, SUNSPECIFIEDUNSPECIFIED
Nicolau, JLUNSPECIFIEDUNSPECIFIED
Fesenmaier, DRUNSPECIFIEDUNSPECIFIED
Date : January 2013
Identification Number : 10.1016/j.annals.2012.09.009
Additional Information : NOTICE: this is the author’s version of a work that was accepted for publication in Annals of Tourism Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Annals of Tourism Research, 40(1), January 2013, DOI http://dx.doi.org/10.1016/j.annals.2012.09.009.
Depositing User : Symplectic Elements
Date Deposited : 11 Feb 2013 16:38
Last Modified : 23 Sep 2013 20:00
URI: http://epubs.surrey.ac.uk/id/eprint/753845

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