초록

AI-Helper

  관광목적지 선택에 있어서 광고는 관광자들의 방문 목적지 선택에 중요한 영향을 미친다. 본 연구에서는 관광 목적지에 대한 광고의 효과를 Lavidge과 Steiner의 계층적 효과 모델을 통해 검증해 보고, 옥외광고와 TV광고 간 광고 효과에 있어서 차이가 있는지 살펴보았다. 분석의 결과, 인지적, 정서적, 그리고 행동적 차원으로 구성된 계층적 효과 모델은 국내관광지의 옥외광고 및 TV광고의 효과를 측정하는데 있어 유용한 구조를 가지고 있음을 보여주었다. 또한, 옥외광고와 TV광고 간의 광고효과는 통계적으로 유의한 차이가 있었으나 그 차이의 정도는 비교적 크지 않았다. 따라서 관광지를 홍보하는 수단으로서의 광고는 광고비대비 광고효과 면에서 TV광고보다는 옥외광고가 더 효과적임을 알 수 있었다.

Abstract ▼ AI-Helper

Advertising for a tourism destination, like a product advertisement, is a primary means to induce and manage market"s response in terms of getting to aware, acquire knowledge, like, and ultimately visit destinations. This study aims to empirically examine advertising effects regarding a tourism de...

Advertising for a tourism destination, like a product advertisement, is a primary means to induce and manage market"s response in terms of getting to aware, acquire knowledge, like, and ultimately visit destinations. This study aims to empirically examine advertising effects regarding a tourism destination based on the theoretical framework of hierarchy of effects model suggested by Lavidge and Steiner. Precisely, a test for a comparison of the differences in advertising effect in terms of brand attitude and intention to visit between outdoor and TV advertising was conducted. For the data collection, an online survey was conducted using a national panel and it yielded a total of 919 usable responses. A structural equation modeling approach was adopted to test the differences between the group who were exposed to a TV advertisement and those who were exposed to outdoor advertisement. The results showed a strong validity of the hierarchy model in measuring advertising effect of a tourism destination. Also, there was statistically significant differences between the two forms of advertisement. Some marketing implications were presented derived from the study results.

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