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Endorsement advertising in aboriginal tourism: an experiment in Taiwan
Author(s) -
Chang Janet,
Wall Geoffrey,
Tsai ChenTsang Simon
Publication year - 2005
Publication title -
international journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.155
H-Index - 58
eISSN - 1522-1970
pISSN - 1099-2340
DOI - 10.1002/jtr.541
Subject(s) - advertising , tourism , marketing , psychology , business , political science , law
Aboriginal cultures have become important tourism attractions worldwide. Cultural villages provide ready access to selected aspects of these cultures in a staged format. They package and promote culture to tourists. Advertising is one component of the promotional mix. Using brochures as the advertising media, the objective of this research is to ascertain the types of advertising endorsers and advertising appeals that are most likely to be successful in attracting visitors to such cultural villages. Adopting an experimental approach, a two‐factor experimental design is manipulated. The causal effect is obtained by using MANOVA and Scheffe tests. The findings are twofold: (1) the advertising effectiveness of using an aboriginal employee is better than using other types of endorsers; (2) an emotional advertising appeal elicits a better response than a rational advertising appeal. Copyright © 2005 John Wiley & Sons, Ltd.