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dc.contributor.authorWu, Shwu-Ingen
dc.contributor.authorWei, Pao-Lienen
dc.contributor.authorChen, Jui-Hoen
dc.description.abstractThe Internet serves as a major marketing and communication tool in the tourism industry; it is, therefore, surprising that there have been few discussions of the structural relationship between tourism and Internet-based advertising. This study focuses on determining how Internet-based advertising has influenced travel agencies operating in the tourism industry. The sample of 605 respondents is, therefore, limited to those with experience of both Internet-based advertising and travel agencies. Using structural equation modeling (SEM), it was found that while both consumer contact and attention paid have a direct relationship to a consumer's attitude of an advertisement, they only indirectly affect the consumer's response. The level of importance ascribed to the content of Internet advertisements creates two distinct responses, indicating that the consumer's degree of product involvement is a significant variable in determining the success of Internet advertisements.en
dc.publisherVirginia Techen
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.subjectInternet advertising contact and attentionen
dc.subjectInternet advertising content designen
dc.subjectInternet advertising attitudeen
dc.subjectProduct involvement degreeen
dc.subjectInternet advertising effectsen
dc.titleInfluential factors and relational structure of Internet banner advertising in the tourism industry [Summary]en
dc.description.notesPages 221-236en
dc.title.serialTourism Managementen

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Creative Commons Attribution 4.0 International
License: Creative Commons Attribution 4.0 International