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Journal of Travel Research
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What's this?

A Comparative Study of the Use of "Iconic" versus "Generic" Advertising Images for Destination Marketing

Stephen W. Litvin

College of Charleston

Nacef Mouri

George Mason University

This research reports the results of an empirical study that compared the effectiveness of two advertising approaches, "generic" versus "iconic," in affecting a destination image. While politics may dictate that a state (as studied herein) or national tourism office may feel the need to spread advertising funds across a range of destinations, the experiment conducted for this study suggests that a focus on well-known iconic sites may well represent the more effective approach.

Key Words: iconic advertising • generic advertising • classical conditioning • destination marketing • destination image

This version was published on November 1, 2009

Journal of Travel Research, Vol. 48, No. 2, 152-161 (2009)
DOI: 10.1177/0047287509332332
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