Is the tour leader an effective endorser for group package tour brochures?

文化大學機構典藏 CCUR > 商學院 > 觀光事業學系暨研究所 > 期刊論文 > Item 987654321/2934

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题名:	Is the tour leader an effective endorser for group package tour brochures?
作者:	Wang K.C. Hsieh A.T. Chen W.Y.
贡献者:	史學系暨研究所
关键词:	endorser advertising group package tour tour leader travel brochure
日期:	2002
上传时间:	2009-12-04 14:56:44 (UTC+8)
摘要:	in many Asian countries and areas, such as Taiwan, Japan, Korea, Hong Kong, and China, etc., group package tour is one of the main modes of outbound travel. Several studies have highlighted the important role played by tour leaders in group package tours; they are considered to be indispensable by the tourists themselves and their presentation can make or break a tour. Previous studies have mainly used celebrities, experts, CEOs, and consumers as endorsers for advertising. However, few empirical studies have examined how the advertising effectiveness would be changed if tour leader is used as endorsers for group package tour brochures. This study adopts an epistemological perspective towards extending the limited research on the impact of tour leaders used in advertising as endorsers, A rigorous experimental design was employed; nine experimental groups were included, in total, 844 student subjects participated in the study. The results showed that tour leaders as endorsers for group package tour brochures had a more positive advertising effectiveness than the traditional brochure design and CEO as an endorser elicited higher purchase intention than tour leader as endorser. Implications for managers and scholars are discussed and suggestions for the direction of future study and practice are also provided. (C) 2002 Elsevier Science Ltd. All rights reserved.
關聯:	TOURISM MANAGEMENT Volume: 23 Issue: 5 Pages: 489-498
显示于类别:	[觀光事業學系暨研究所 ] 期刊論文

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