An Experimental Examination of the Differences in Readers's Responses to Editorial versus Advertising for Travel Destinations

An Experimental Examination of the Differences in Readers's Responses to Editorial versus Advertising for Travel Destinations

The claim that editorial is superior to advertising, although commonly made by academics and practitioners alike, has received limited empirical support. The belief that editorial is more effective is strongly held, amongst others, by destination promoters, who frequently allocate considerable budge...

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Bibliographic Details
Main Authors: Holben, Sharna, De Bussy, Nigel, Dickinson, Sonia, Allert, John
Format: Conference Paper
Published: Middlesex University 2006
Subjects:
Elaboration Likelihood Model
editorial
brand attitude
behavioural intention
destination marketing
Advertising
source credibility
Online Access:http://hdl.handle.net/20.500.11937/13235

Internet

http://hdl.handle.net/20.500.11937/13235

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