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Tourism advertising: comparing the effects of push & pull factors in advertising : a cross-cultural perspective

Horenberg, G.H.F. (2015) Tourism advertising: comparing the effects of push & pull factors in advertising : a cross-cultural perspective.

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Abstract:Purpose/ aim: Consumers don’t buy products or services, but the expectation of benefits that satisfy needs. In tourism, these needs are usually discussed by means of push and pull factors and to reach desired advertising responses, it’s important to design advertisements that match these needs. However, research on comparing the effects of push and pull factors in advertising is lacking. Therefore, the aim of this study is to investigate the effects of tourist motivation in advertising (push vs. pull) on advertising involvement, information search and purchase intention. It is further assumed that the effects are moderated by culture. Research question: To what extend do motivational and cultural factors in advertising influence advertising involvement, information search and purchase intention? Methods: Two preliminary studies were conducted to measure push and pull factors and to develop the advertisements. The main study was a single factor design and by means of a questionnaire showing two types of advertisements it measured the effect of tourist motivation (push vs. pull) on advertising involvement, intention to visit the website and intention to visit Canada, when controlling for culture (Australian vs. German). Results: Results of MANCOVA (n=89) showed no effects for tourist motivation but did reveal the importance of culture in determining differences. For the intention to visit Canada, there was a significant effect for culture, with Germans having a higher intention to visit Canada than Australians. Conclusion: These findings suggest that advertising responses can differ between cultures, and culture should always be taken into account. Tourism companies should clearly define their target group based on culture before testing what advertising strategy works on them.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68173
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