Advertising strategy for outbound travel services |
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Authors: | Inwon Kang Deokhee Cheon Matthew M Shin |
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Institution: | (1) School of International Trade & Business, Kyung Hee University, Seoul, South Korea;(2) UTC Tour Inc., Seoul, South Korea;(3) The Drucker School of Management, Claremont Graduate University, 101 Drucker Way, Claremont, CA 91711, USA |
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Abstract: | When purchasing a travel service, consumers perform multiple information searches. Depending on the accessed information and
the type of media for travel service advertisements, consumers make different evaluations on the travel service. Given this
context, we propose a consumer persuasion model that reveals the most effective persuasion process for consumers to make purchasing
decisions on travel services. For this study, we conducted a comparative analysis to discern effectiveness and limitations
between newspapers and TV infomercials; the two major media for travel service advertisements. Based on the results from the
analysis, we drew some meaningful managerial implications for travel service advertising strategy. |
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