This Article Full Text (OnlineFirst PDF) Alert me when this article is cited Alert me if a correction is posted Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Loda, M. D. Articles by Backman, K. F. Search for Related Content Social Bookmarking                         What's this?

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

¹ Augusta State University
² Clemson University

^* To whom correspondence should be addressed. E-mail: mloda{at}aug.edu.

	Abstract

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.

First published on May 19, 2009
Journal of Travel Research 2009, doi:10.1177/0047287509336476


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?