Trip Budget and Destination Advertising Response
Advertising is one of the most important tools for destination marketing organizations. As such, many advertising effectiveness studies have been conducted which focus on the direct consequences of destination advertising. However, little of this research has examined the linkages between responses targeting certain aspects of the trip (e.g., hotel accommodation, attractions visited, etc.) and changes in trip budget as defined by the length of stay and money spent. The results of this study confirm that changes in trip budget and response to the destination advertising are related and they both impact total trip expenditures, but their impacts vary based on the nature of the trip. These relationships provide important implications for the understanding and design of destination advertising programs.
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Document Type: Research Article
Publication date: December 1, 2013
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- The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.