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Walking in Memphis: Testing One DMO’s Marketing Strategy to Millennials

kaiwu 添加于 2010-10-29 10:18 | 1341 次阅读 | 0 个评论

作者
Loda MD, Coleman BC, Backman KF
摘要
This research examines the two promotional strategies most commonly used by destination marketers: traditional advertising and Web sites.While research concerning both advertising and the Internet is abundant, studies comparing tourism marketing strategies, especially those that target the Millennial generation, are limited. In this study a print advertisement and the official Web site for the Memphis Convention and Visitors Bureau are experimentally tested with a sample of members of the Millennial generation. Four dependent variables are examined: (1) attitude toward the destination, (2) message strength, (3) credibility, and (4) purchase intent. Results reinforce the importance of the Internet to tourism marketing and destination selection. Six strategies deduced from the research are written for tourism marketers.
详细资料
- 文献种类: Journal Article
- 期刊名称: Journal of Travel Research
- 期卷页: 2010年第49卷第1期 46-55页
- 日期: 2010
学科领域人文社科 » 旅游学
标签

Jounral_of_travel_research
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