新科学想法 › 学术文库 › 学术文献 › 浏览文献

A Comparative Study of the Use of “Iconic” versus “Generic” Advertising Images for Destination Marketing

kaiwu 添加于 2010-10-29 10:18 | 1385 次阅读 | 0 个评论

作者
Litvin SW, Mouri N
摘要
This research reports the results of an empirical study that compared the effectiveness of two advertising approaches, “generic” versus “iconic,” in affecting a destination image. While politics may dictate that a state (as studied herein) or national tourism office may feel the need to spread advertising funds across a range of destinations, the experiment conducted for this study suggests that a focus on well-known iconic sites may well represent the more effective approach.
详细资料
- 文献种类: Journal Article
- 期刊名称: Journal of Travel Research
- 期卷页: 2009年第48卷第2期 152-161页
- 日期: 2009
学科领域人文社科 » 旅游学
标签

Jounral_of_travel_research
相关链接 URL