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Advertising strategy for outbound travel services

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  • Inwon Kang
  • Deokhee Cheon
  • Matthew Shin

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. Copyright Springer-Verlag 2011

Suggested Citation

  • Inwon Kang & Deokhee Cheon & Matthew Shin, 2011. "Advertising strategy for outbound travel services," Service Business, Springer;Pan-Pacific Business Association, vol. 5(4), pages 361-380, December.
    • Handle: RePEc:spr:svcbiz:v:5:y:2011:i:4:p:361-380
    DOI: 10.1007/s11628-011-0116-8
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    Cited by:

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    2. M. Minsuk Shin & Eun Jeong Noh & Jiwon Lee, 2018. "Study abroad programs as a service convergence: an international marketing approach," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 253-275, June.
    3. I-Fang Cheng & Che-Jen Su & Hsin-Hsing Liao & Nicolas Lorgnier & Anne-Marie Lebrun & Wen-Shen Yen & Yi-Fang Lan & Yingfang Huang, 2019. "Adolescents’ perceptions of mother–father dominance in family vacation decisions: a 25-society study," Service Business, Springer;Pan-Pacific Business Association, vol. 13(4), pages 755-778, December.
    4. Buraj Patrakosol & Sang Lee, 2013. "Information richness on service business websites," Service Business, Springer;Pan-Pacific Business Association, vol. 7(2), pages 329-346, June.
    5. Dongock Bang & Jiwon Lee & Matthew Minsuk Shin, 2021. "Partner Selection Strategies in Global Business Ecosystems: Country Images of the Keystone Company and Partner Companies on the Brand Quality Perception," Sustainability, MDPI, vol. 13(22), pages 1-12, November.

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