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Journal of Travel Research
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Modeling Tourism Advertising Effectiveness

Dae-Young Kim

Department of Hospitality and Tourism Management, Purdue University, West Lafayette, Indiana

Yeong-Hyeon Hwang

School of International Tourism, Dong-A University, Busan, Korea, dryeong{at}daunet.donga.ac.kr

Daniel R. Fesenmaier

National Laboratory for Tourism & eCommerce, Temple University, Philadelphia

This study builds on previous research on the impact of tourism advertising and argues that there are a number of likely routes through which tourism advertising influences destination choice. Data were obtained from a survey that examined the impact of Illinois travel advertising and was conducted during the fall of 2001. The results confirm that there are strong linkages among top-of-mind awareness, ad awareness, requesting travel information, and the likelihood of visiting a destination, and therefore, these constitute important routes to influencing destination choice. Differences in the effects of advertising by media channel also appear to be substantial.

Key Words: tourism advertising • conversion studies • channel effectiveness

Journal of Travel Research, Vol. 44, No. 1, 42-49 (2005)
DOI: 10.1177/0047287505276590
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