More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour
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 re...
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ndltd-TW-093PCCU05710142015-12-25T04:10:28Z http://ndltd.ncl.edu.tw/handle/46554881292369498078 More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour 網頁媒體組合對廣告效果之影響-以團體套裝旅遊行程產品為例 Hsin-Yi,Tsai 蔡欣怡 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. Kuo-Ching Wang 王國欽 2005 學位論文 ; thesis 87 zh-TW |
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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.
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author2 |
Kuo-Ching Wang |
author_facet |
Kuo-Ching Wang Hsin-Yi,Tsai 蔡欣怡 |
author |
Hsin-Yi,Tsai 蔡欣怡 |
spellingShingle |
Hsin-Yi,Tsai 蔡欣怡 More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour |
author_sort |
Hsin-Yi,Tsai |
title |
More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour |
title_short |
More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour |
title_full |
More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour |
title_fullStr |
More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour |
title_full_unstemmed |
More Information, Stronger Effectiveness? Comparison of Different TravelAdvertising Components on Web-Page of Group Package Tour |
title_sort |
more information, stronger effectiveness? comparison of different traveladvertising components on web-page of group package tour |
publishDate |
2005 |
url |
http://ndltd.ncl.edu.tw/handle/46554881292369498078 |
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