The effects of advertising awareness and media ...

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Title The effects of advertising awareness and media channels on travel intentions
Author(s) Sean M. Hennessey, D. Yun, Roberta M. MacDonald, Melissa MacEachern
Journal Journal of Hospitality Marketing and Management
Date 2010
Volume 19
Issue 3
Start page 217
End page 243
Abstract Travel intentions are directly tied to destination awareness, and potential visitors' perceptions of a destination and their personal circumstances. Marketing campaigns are often used to increase the purchase intentions of a relevant target market by creating awareness, changing perceptions, or reinforcing previously held views. Tracking intentions to visit is an important measure of the effectiveness of a destination's marketing strategy. This article reports on one such study for Prince Edward Island (PEI), a major Canadian tourist destination. The results are based on 103,402 responses, over two years, to a web-based travel intentions survey. The results indicate that intentions to visit PEI are highly related to how potential travelers learn about the official PEI visitor website and the ability to recall specific forms of advertising seen or heard. Visitor recall of PEI, measured through exposure to one or more types of advertising, has a pronounced impact on the intention to visit.
DOI 10.1080/19368621003591335

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