Assessing advertising in a hierarchical decision model

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dc.contributor.authorPark, Sangwonen
dc.contributor.authorNicolau, Juan Luisen
dc.contributor.authorFesenmaier, Daniel R.en
dc.date.accessioned2024-07-31T18:58:14Zen
dc.date.available2024-07-31T18:58:14Zen
dc.date.issued2013-01en
dc.description.abstractMany destination marketing organizations in the United States and elsewhere are facing budget retrenchment for tourism marketing, especially for advertising. This study evaluates a three-stage model using Random Coefficient Logit (RCL) approach which controls for correlations between different non-independent alternatives and considers heterogeneity within individual's responses to advertising. The results of this study indicate that the proposed RCL model results in a significantly better fit as compared to traditional logit models, and indicates that tourism advertising significantly influences tourist decisions with several variables (age, income, distance and Internet access) moderating these decisions differently depending on decision stage and product type. These findings suggest that this approach provides a better foundation for assessing, and in turn, designing more effective advertising campaigns.en
dc.description.versionAccepted versionen
dc.format.extentPages 260-282en
dc.format.extent23 page(s)en
dc.format.mimetypeapplication/pdfen
dc.identifier.doihttps://doi.org/10.1016/j.annals.2012.09.009en
dc.identifier.issn0160-7383en
dc.identifier.issue1en
dc.identifier.orcidNicolau Gonzalbez, Juan [0000-0003-0048-2823]en
dc.identifier.urihttps://hdl.handle.net/10919/120807en
dc.identifier.volume40en
dc.language.isoenen
dc.publisherPergamon-Elsevieren
dc.relation.urihttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000314859600013&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=930d57c9ac61a043676db62af60056c1en
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjecttourism advertisingen
dc.subjecthierarchical tourist decision makingen
dc.subjectrandom coefficient logit (RCL) modelen
dc.subjectdestination marketing organizationen
dc.titleAssessing advertising in a hierarchical decision modelen
dc.title.serialAnnals of Tourism Researchen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherArticleen
dc.type.otherJournalen
pubs.organisational-group/Virginia Techen
pubs.organisational-group/Virginia Tech/Pamplin College of Businessen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/Hospitality and Tourism Managementen
pubs.organisational-group/Virginia Tech/All T&R Facultyen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/PCOB T&R Facultyen

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