Walking in memphis: Testing one DMO's marketing strategy to millennials

Marsha D. Loda, Barbara C. Coleman, Kenneth F. Backman

Research output: Contribution to journalArticle

9 Scopus citations

Abstract

This research examines the two promotional strategies most commonly used by destination marketers: traditional advertising and Web sites. While research concerning both advertising and the Internet is abundant, studies comparing tourism marketing strategies, especially those that target the Millennial generation, are limited. In this study a print advertisement and the official Web site for the Memphis Convention and Visitors Bureau are experimentally tested with a sample of members of the Millennial generation. Four dependent variables are examined: (1) attitude toward the destination, (2) message strength, (3) credibility, and (4) purchase intent. Results reinforce the importance of the Internet to tourism marketing and destination selection. Six strategies deduced from the research are written for tourism marketers.

Original languageEnglish (US)
Pages (from-to)46-55
Number of pages10
JournalJournal of Travel Research
Volume49
Issue number1
DOIs
StatePublished - Feb 2010

Keywords

  • Advertising
  • Destination selection
  • Information source
  • Marketing
  • Web sites

ASJC Scopus subject areas

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

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