A Study Comparing the Effectiveness of Endorsement Advertising on International Tourist Hotels between Taiwan and United States'''' Tourists

• Main Authors: Janet Chang, 掌慶琳
• Other Authors: An-Tien Hsieh
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/75842819668093647064

博士 === 中國文化大學 === 國際企業管理研究所 === 91 === From the angle of empirical evidence, the relationships between types of endorsers and advertising effectiveness have been discussed despite of the discrepant results. Past research with respect to the advertising endorsers was solely focused on a single country; moreover, types of endorsers were manipulated by comparing two or three types at most e.g., celebrity, employees, and consumers (or experts). Very little research explored en-dorsers'''' advertising effect in the context of the hotel industry, however; only employees'''' endorsers were used as the independent variable. Thus, further efforts needed to clarify the advertising effectiveness for all endorsers'''' types in the International Tourist Hotels in order to generalize the finding for the sake of external validity. In addition, by con-ducting a comparative research of Taiwan and the USA, the epistemology in this field can be enriched through testifying Hofstede’s National Cultures’ dimensions. The unit of analysis of this research is both Taiwanese and Americans who stayed at the International Tourist Hotels in Taiwan. Two-factorial factor design experimental method was employed. Seven hundred questionnaires were distributed and 634 are valid, the usable rate was 92%. The statistic method was using MANOVA, ANOVA, Scheffe, and descriptive statistics i.e., frequencies for the demographic variables for the respon-dents. The results showed that by using employee endorser, there is a significant differ-ence on the purchase intention. Furthermore, by using employee endorser, the advertis-ing effectiveness on the attitude towards brand is more significant for Taiwanese tourists than Americans. Whereas, the advertising effectiveness on the attitude towards printed advertisement is more significant for Taiwanese tourists than American tourists when using expert endorser. In addition, to Taiwanese respondents, employee endorser''''s ad-vertising effectiveness is more significant than other types of endorsers. Nevertheless, there is no significant difference regarding types of endorser’s advertising effectiveness among American tourists. The results support that National Cultures do impact travel-ers’ attitudes and purchase intention. Implication, limitations, suggestions for further studies are also provided.