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Advertising strategy for outbound travel services

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Abstract

When purchasing a travel service, consumers perform multiple information searches. Depending on the accessed information and the type of media for travel service advertisements, consumers make different evaluations on the travel service. Given this context, we propose a consumer persuasion model that reveals the most effective persuasion process for consumers to make purchasing decisions on travel services. For this study, we conducted a comparative analysis to discern effectiveness and limitations between newspapers and TV infomercials; the two major media for travel service advertisements. Based on the results from the analysis, we drew some meaningful managerial implications for travel service advertising strategy.

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Authors and Affiliations

  1. School of International Trade & Business, Kyung Hee University, Seoul, South Korea

    Inwon Kang

  2. UTC Tour Inc., Seoul, South Korea

    Deokhee Cheon

  3. The Drucker School of Management, Claremont Graduate University, 101 Drucker Way, Claremont, CA, 91711, USA

    Matthew M. Shin

Authors
  1. Inwon Kang
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  2. Deokhee Cheon
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  3. Matthew M. Shin
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Correspondence to Matthew M. Shin.

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Kang, I., Cheon, D. & Shin, M.M. Advertising strategy for outbound travel services. Serv Bus 5, 361–380 (2011). https://doi.org/10.1007/s11628-011-0116-8

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  • DOI: https://doi.org/10.1007/s11628-011-0116-8

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