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Tourism advertising effectiveness evaluation model based on audience

Author: ChengShuang
Tutor: ZhouLingQiang；ZhouYongGuang
School: Zhejiang University
Course: Tourism Management
Keywords: Audience Tourism advertising Effect Evaluation Model
CLC: F592
Type: Master's thesis
Year: 2004
Downloads: 1401
Quote: 10
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Abstract


The scalability of the intangibility of tourism products, can not be stored, not metastatic and tourists buy travel products makes a tourist destination or tourist attractions tourist destination or tourism enterprises must be passed to consumers, such forms of advertising publicity in various media or tourism promotion conference has become one of the most important tourist destination or tourism enterprises promotions. Competition between tourism enterprises dramatically increased, making tourism advertising is not just simply selling to consumers of tourism products must also compete with competitor advertising. The tourism advertising advertising campaign to focus on, trying to change travel spending habits, and establish the credibility of the company's image and products to enable the enterprises to take a favorable position in the competition, from a higher level to promote the expansion of the overall marketing activities. For this reason, only to tourism advertising effectiveness, advertising competition from a number of confrontations elevated to the top of the effect of contrast, is the real way out. Tourism advertising effectiveness evaluation objective science is the foundation and basis for conducting tourism campaign. Overview of the current situation of the domestic and foreign tourism advertising effectiveness evaluation studies, clear research objectives for the audience-based tourism advertising effectiveness evaluation model and model evaluation of differences in the two types of tourism advertising effectiveness evaluation. Comprehensive sort tourism, travel characteristics and the characteristics of image advertising, tourism advertising into advertising of tourism products and tourism image advertising. Mature theory of advertising, psychology and other tourism advertising effectiveness can be divided into three effects of the economic, psychological and social. The established Evaluation of theoretical models, factor analysis of the data collected using the SPSS statistical software, the evaluation of the importance of analysis and the degree of difference analysis, analysis of variance, and model evaluation settings were adjusted, in accordance with their importance The extent of the hierarchical division. Evaluation of the effectiveness of the two types of tourism advertising these indicators in the evaluation of the psychological effect on no significant differences between the two, there have been significant differences in the evaluation of the economic and social effects. Taking into account the actual needs of the CCTV the Hangzhou Tourism image advertising case, using entropy weighted Double Base Points evaluate the social effects of tourism advertising.

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CLC: > Economic > Tourism economy > China 's tourism industry
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