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- Title
THE IMPACT OF TOURISM ADVERTISING ON CORPORATE ATTITUDES AND TOURISM INTENTIONS: COUNTRY AND CORPORATION INTERACTIONS IN THE HALO EFFECT AND PUBLIC DIPLOMACY.
- Authors
YOUNG JU JIN; WONJUNG MIN; JAE-WOONG YOO
- Abstract
This study examines the halo effect of advertising a tourism destination overseas on attitudes toward its corporations and the public diplomacy efforts of the private sector on tourist intentions to visit. Three types of advertiser were identified (country, company, and mixed country/company). The respective dependent variables were corporate attitudes and tourism intentions. An international comparison was undertaken drawing upon university students from South Korea and Chile. Partial halo and public diplomacy effects were observed, with joint country/company advertisements proving to be more effective than advertising conducted by a single country or corporation. Theoretical and practical implications are suggested, along with potential limitations of the study.
- Subjects
TOURISM marketing; INSTITUTIONAL advertising; HALO effect (Psychology)
- Publication
Tourism Culture & Communication, 2016, Vol 16, Issue 3, p109
- ISSN
1098-304X
- Publication type
Article
- DOI
10.3727/109830416X14750895902756