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| Author: | Wu, S-I. Wei, P-L. Chen, J-H. |
| Title: | Influential factors and relational structure of Internet banner advertising in the tourism industry |
| Journal: | Tourism Management
2008 : APR, VOL. 29:2, p. 221-236 |
| Index terms: | internet marketing communication tourist industry advertising travel agents |
| Language: | eng |
| Abstract: | There have been few discussions of the structural relationship between tourism and Internet-based advertising even though the Internet serves a major marketing and communication tool in the tourism industry. This article examines how Internet-based advertising has influenced travel agencies operating in the tourism industry. The research indicates that while both consumer contact and attention paid have a direct relationship to a consumer's attitude of an advertisement, they only indirectly affect the consumer's response. The results show that the consumer's degree of product involvement is a significant variable in determining the success of Internet advertisements. |
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