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| Author: | Rozier-Rich, S. Santos, C.A. |
| Title: | Processing promotional travel narratives |
| Journal: | Tourism Management
2011 : APR, VOL. 32:2, p. 394-405 |
| Index terms: | travel marketing promotion gender tourism |
| Language: | eng |
| Abstract: | While there is research examining the use of tourism promotional communications (Andereck, 2005 and Loda et al., 2005), less is done to understand how travelers process such promotional communications. To fill this knowledge gap, this study sought to examine processing and perceived skepticism towards tourism promotional communications. The importance of understanding processing and perceived skepticism lies in their link to overall message persuasiveness; and as such, their key role in developing and implementing effective travel promotional communications. Specifically, this article sought to examine if participants differed based on their demographic attributes in the degree to which they were able to be transported by a narrative (i.e. process), and their level of perceived skepticism towards travel articles and brochures. To do so, Green and Brocks (2000) Transportation scale and Obermiller and Spangenbergs (1998) Skepticism Towards Advertising scale (SKEP) were utilized. |
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