| Summary: | 碩士 === 中國文化大學 === 行銷碩士學位學程碩士班 === 107 === Due to the growth of economic, consumption and quality of life, people pay more expenditure for the entertainment especially in traveling. Emerging destinations have constantly exploited. Airline operators must consider how to develop the effective marketing strategies for different target customers when selling ticket. Based on the past studies, familiarity may provide an important effect on psychological distance. Therefore, this study investigates whether the familiarity of destination might affect psychological distance when customers choosing destinations and also examines whether the tickets of pleasure benefit (desirability) and cost benefit (feasibility) might affect customers' attitudes and purchase intentions basing on construal level theory.
The study claims the familiarity of destination higher, the psychological distance might be closer, and the customers would prefer the advertisement based on cost benefit (feasibility). Otherwise, the familiarity of destination lower, and the customers would prefer the advertisement based on pleasure benefit (desirability). This study takes laboratory experiment, manipulating the familiarity of the destination and the ticket posts, measuring the psychological distance and the ad attitude and travel intention. The result of research provide the suggestion to airline operators.
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