Catch Your Attention! Cruise Advertisement’s Influence on Young Consumers: Advertising Effectiveness in line with Consumers’ Willingness to Pay

• Main Authors: FAN,HSIAO-TING, 范曉婷
• Other Authors: CHEN,WEN-YU
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/2vf24s

碩士 === 中國文化大學 === 觀光事業學系 === 104 === With the growing popularity of cruise travel in the Asian region, cruise travel mode has become a novel way that young consumers choose to travel. Approximately, 70% of the global consumers purchased the cruise travel related products and planned cruise vacation through travel agencies in 2015, therefore, how to sell the cruise travel is the most critical issue for travel agencies at the time being. Advertising is the most effective way to appeal to the young consumers. Nonetheless, what kind of advertising specifically is most influential as regard to drawing consumers’ attention? Previous researches covered many discrepant types of advertising, therefore, it is indispensable for the travel agencies and cruise industry to figure out what type of advertising used in the cruise travel can induce the best advertising effectiveness. Meanwhile, what advertising types can effectively enhance the young consumers’ acceptance of the cruise travel Furthermore, it is equivalently significant for the travel agencies and the cruise industry to comprehend how to achieve maximum results with the limited resources. Wherefore, this research applies six kinds(newspaper, magazine, travel brochure, television, website and social media sites) of advertising paradigms to analyze the advertising effectiveness and willingness to pay. A total of 536 valid questionnaires. The results generated from this paper provide a certain relatively beneficial reference for travel agencies and cruise industry to tackle this emerging market. Eventually, this paper explores the issue regarding whether the different advertising adopted influences the consumers’ willingness to pay, in particular, in terms of paying the increased or higher prices.