The Impact of Tourism Advertising on Corporate Attitudes and Tourism Intentions

Country and Corporation Interactions in the Halo Effect and Public Diplomacy

Bibliographic Data

ID20414745
AuthorsYoung Ju Jin (0000-0001-7428-5123), Wang Min (0000-0003-2891-5133), Wonjung Min, Jaewoong Yoo (0000-0002-6533-7187), Jae-Woong Yoo
Year2016
Volume16
Issue3
Pages109-121
Publication date2016-12-14
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueTourism Culture & Communication (JOURNAL)
Journal identifiersISSN: 1098-304X • E-ISSN: 1943-4146
PublisherCognizant, LLC (PUBLISHER)
DOI10.3727/109830416x14750895902756
OpenAlexW2562416047
LanguageEN
Citations received2
References cited18

This study examines the halo effect of advertising a tourism destination overseas on attitudes toward its corporations and the public diplomacy efforts of the private sector on tourist intentions to visit. Three types of advertiser were identified (country, company, and mixed country/company). The respective dependent variables were corporate attitudes and tourism intentions. An international comparison was undertaken drawing upon university students from South Korea and Chile. Partial halo and public diplomacy effects were observed, with joint country/company advertisements proving to be more effective than advertising conducted by a single country or corporation. Theoretical and practical implications are suggested, along with potential limitations of the study

Advertising · Business · Corporation · Diplomacy · Halo · Political science · Politics · Public Diplomacy · Recreation · Tourism · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing

Tools

Open DOI