Park, SangwonNicolau, Juan Luis2024-08-012024-08-012015-04-010261-5177https://hdl.handle.net/10919/120822In a context of intense competition, cooperative advertising between firms is critical. Accordingly, the objective of this article is to analyze the potential differentiated effect of advertising on two basic consumption patterns: individual products (i.e. hotel, restaurant) vs. bundle (i.e. hotel + restaurant). This research adds to the extant literature in that, for the first time, this potential differentiated effect is examined through a hierarchical modelling framework that reflects the way people make their decisions: first, they decide whether to visit or not a region; second, whether to purchase an advertised product in that region; and third, whether to buy products together or separately at the region. The empirical analysis, applied to a sample of 11,288 individuals, shows that the influence of advertising is positive for the decisions to visit and to purchase; however, when it comes to the joint or separate consumption, advertising has a differentiated effect: its impact is much greater on the joint alternative ("hotel + restaurant") than the separate options ("hotel" and "restaurant"). Also, the variable distance moderates the advertising effect.Pages 107-1148 page(s)application/pdfenCreative Commons Attribution 4.0 InternationalDestination advertisingCooperative advertisingHierarchical decision makingDestination choiceRandom coefficient logit modelArticle - Refereedhttps://doi.org/10.1016/j.tourman.2014.09.01847Nicolau Gonzalbez, Juan [0000-0003-0048-2823]1879-3193