The Influence of DMO Advertising on Specific Destination Visitation Behaviors [Summary]
| dc.contributor.author | Honerkamp, Vincent | en |
| dc.date.accessioned | 2020-03-22T03:55:07Z | en |
| dc.date.available | 2020-03-22T03:55:07Z | en |
| dc.date.issued | 2020-03-17 | en |
| dc.description.abstract | Using data provided by travelers to a small college town from Midwestern U.S., this research examines the influence of destination-branded, print, and online advertising media on travelers’ visitation of advertised attractions, restaurants, shops, and outdoor activities. The strongest predictors of specific visitation behaviors are DMO-branded media (guidebooks and websites) and print media. This research has three notable contributions: (1) provides a solid theoretical base for understanding what happens beyond the main visitation decision, (2) provides insight into cross-media advertising in tourism, and (3) links pre-visit advertising to actual visitation behavior, instead of intentions to perform a behavior. | en |
| dc.identifier.uri | http://hdl.handle.net/10919/97430 | en |
| dc.language.iso | en | en |
| dc.publisher | Virginia Tech | en |
| dc.rights | Creative Commons Attribution 4.0 International | en |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | en |
| dc.subject | DMO-branded | en |
| dc.title | The Influence of DMO Advertising on Specific Destination Visitation Behaviors [Summary] | en |
| dc.type | Summary | en |
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