An exploratory study of the roles and effectiveness of advertising channels: Printed versus Internet in marketing hotels

Kim, D-Y; Morrison, A.M.; Taylor, Stephen; Lee, J-K

Abstract

This study is to identify the typical roles and objectives of printed and the Internet advertising exploring the advantages and disadvantages for use in hospitality and tourism marketing. The data were obtained from the Web survey focused on the characteristics of the two channels from hotel marketing and sales manager’s perspective. Focusing on attitudinal variables such as awareness of advertising, comprehension of products, and conviction of purchase, the result of the study reveals that printed material is a more important role for building customers’ comprehension of products whereas the Internet is a more effective channel for awareness of advertising. Differences in the effects of advertising by media channel also appear to be substantial.

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: Tourism State of the Art II
• Start Date: Jun 27, 2004
• End Date: Jun 30, 2004
• Deposit Date: Dec 2, 2019
• Public URL: http://researchrepository.napier.ac.uk/Output/1191565