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An initial investigation of the effect of advertisement and word-of-month on first-time visitors to Hong Kong

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  • Doong, Her-Sen
  • Wang, Hui-Chih
  • Law, Rob

Abstract

Attracting new travelers to a destination is always a major concern of airline companies and tourism boards. Applying Rogers’ innovation diffusion theory, this study utilizes three diffusion models (external influence, internal influence, and mixed influence) to examine the patterns of travelers who visited Hong Kong for the first time by air. Findings indicated that internal influence, i.e. communications between acquaintance dominantly influenced travelers’ decision to visit Hong Kong for the first time. As Hong Kong is a major travel destination in Asia Pacific, findings of this study would not only add value to the literature in air transportation but also be useful for other regions in designing effective marketing communication strategies.

Suggested Citation

  • Doong, Her-Sen & Wang, Hui-Chih & Law, Rob, 2008. "An initial investigation of the effect of advertisement and word-of-month on first-time visitors to Hong Kong," Journal of Air Transport Management, Elsevier, vol. 14(3), pages 159-161.
    • Handle: RePEc:eee:jaitra:v:14:y:2008:i:3:p:159-161
    DOI: 10.1016/j.jairtraman.2008.02.005
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    References listed on IDEAS

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    Cited by:

    1. Ozlem Atalik & Iki Eylul & Bahri Baran Kocak, 2015. "A Discourse Analysis for Ads in Turkey: Pegasus Airlines and Anadolujet," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(6), pages 87-101, June.
    2. Diego R. Medina-Muñoz & Rita D. Medina-Muñoz & Alexander Zúñiga-Collazos, 2013. "Tourism and Innovation in China and Spain: A Review of Innovation Research on Tourism," Tourism Economics, , vol. 19(2), pages 319-337, April.

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