Journal article
Evaluating Destination Advertising
Journal of travel research, v 54(1), pp 22-35
01 Jan 2015
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Park, Nicolau, and Fesenmaier proposed the Destination Advertising Response (DAR) model as a means to more effectively evaluate destination advertising campaigns by incorporating the key decisions or components (i.e., facets) that comprise a trip. While this model appears to be an attractive alternative to traditional destination advertising evaluation, little research has been conducted to examine its validity. The goal of this study is to evaluate the potential usefulness of the DAR framework based upon current understanding of the travel decision-making process and industry practice. Additionally, the framework is evaluated based on a series of empirical analyses that consider the impact of destination advertising on the destination decision as well as on several trip-related decisions. The implications of this model for destination advertising are substantial in that it provides a much richer foundation for the development of destination marketing strategies.
Metrics
Details
- Title
- Evaluating Destination Advertising
- Creators
- Jason L. Stienmetz - Temple UniversityJoel G. Maxcy - Temple UniversityDaniel R. Fesenmaier - Temple University
- Publication Details
- Journal of travel research, v 54(1), pp 22-35
- Publisher
- Sage
- Number of pages
- 14
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Sport Management (Center for Sport Management)
- Web of Science ID
- WOS:000345588900002
- Scopus ID
- 2-s2.0-84912073123
- Other Identifier
- 991021881503604721
UN Sustainable Development Goals (SDGs)
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InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Hospitality, Leisure, Sport & Tourism