Advertising and publicity: Suggested new applications for tourism marketers

Marsha D. Loda, William Norman, Kenneth F. Backman

Research output: Contribution to journalArticle

20 Scopus citations

Abstract

This research explores two of the basic tools used by tourism marketers: advertising and publicity. Message stimulus is the independent variable and consists of two parts: message presentation (i.e., publicity or advertising) and message sequencing (i.e., publicity only, publicity then advertising, advertising only, or advertising then publicity). Four dependent variables are organized in two categories: message acceptance (i.e., perceived credibility, message strength) and message response (i.e., attitude toward the destination, purchase intent). Results of the study show that publicity, in either presentation or sequencing, created significantly higher mean scores than advertising for credibility, message strength, and purchase intent. This study reaffirms that publicity is an important element in the tourism marketing mix. Furthermore, it suggests that a publicity-then-advertising strategy is most effective at persuading potential tourists to visit a specific destination.

Original languageEnglish (US)
Pages (from-to)259-265
Number of pages7
JournalJournal of Travel Research
Volume45
Issue number3
DOIs
Publication statusPublished - Feb 2007

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Keywords

  • Advertising
  • Communication
  • Perceived credibility
  • Publicity

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Transportation
  • Tourism, Leisure and Hospitality Management

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