Effects of Channel, Timing, and Bundling on Destination Advertising Response
This research investigates the relationships between advertisement channels, the timing of travel decision making, and the interaction of individual travel decisions based on the destination advertising response (DAR) model. Using a sample of 5,472 American travelers, this study finds
that neither the timing of travel decision making nor the channel of advertisement significantly correlates with the advertising response for most trip decisions. However, strong interactions are found between advertising response and restaurant and shopping trip decisions, and between the
attractions and events trip decisions. These findings are important in that they suggest that destination marketing programs should bundle these aspects of the trip together when developing their promotional efforts.
Keywords: ADVERTISING RESPONSE; CHANNELS; DESTINATION ADVERTISING; FACETS-BASED ADVERTISING MODEL; TIMING
Document Type: Research Article
Publication date: 01 April 2014
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