| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 93 === Previous studies had two propositions with respect to the advertising effectiveness with the number of components used in web-page. One is that using more combination of components into a web-page will increase the advertising effectiveness. On the contrary, a reverse proposition is more combination of components into a web page; it will create negative advertising effectiveness to consumer. Empirical evidence concerning how group package tourists react to the different combinations of advertising components is scant, leaving unresolved issues in an important research arena. Therefore, the specific purpose of the present study is to identify the optimal numbers and combinations of advertising components on travel web-page in relation to its advertising effectiveness.
During the experiment, 5-day group package tour itinerary to Beijing was chosen for web-page designing, and 15 departments of a university that is located in northern part of Taiwan participated in this experiment. In total, thirty two classes were assigned to one of sixteen experimental groups (two classes per group). Finally, 843 usable subjects were obtained for analysis.
The results of this study found that subjects will have a different advertising effectiveness regarding different combinations of advertising components; and more components will have a better advertising effectiveness.
Finally, implications of these findings for travel managers and group package tour web-page designer and areas for future research are discussed.
|
|---|
