| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 103 === Promoting a destination challenges tourism marketers in destination management organizations as tourism industry has been growing rapidly and competitively. This study uses short-film tourism ad to examine the effect of tourism ad in terms of mood elicitation and exposure duration, as well as the effect of celebrity endorsers on perceived destination attractiveness and tourists’ behavioral intention. The moderating effects of perceived travel risk and backpack travel experience are also investigated in this study. To facilitate cross-cultural comparison, the online questionnaires were distributed in China and Thailand. A sample of potential tourists from both countries was assigned randomly to 4 different versions of questionnaires. The findings support the proposition that positive mood evoked by the ad and endorsers’ similarity and trustworthiness positively affect perceived destination attractiveness and tourists’ behavioral intention. In addition, the study also provides support for the interaction effect between mood-eliciting ad and other moderating factors (perceived travel risk and backpack travel experience). On the other hand, the results from this study show that the duration of ad exposure has no effect on perceived destination attractiveness and behavioral intention of tourists.
|
|---|
