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

    20802_downloaded_stream_258.pdf (120.1Kb)
    Access Status
    Open access
    Authors
    Holben, Sharna
    De Bussy, Nigel
    Dickinson, Sonia
    Allert, John
    Date
    2006
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    Holben, Sharna and De Bussy, Nigel and Dickinson, Sonia and Allert, John. 2006. : An Experimental Examination of the Differences in Readers's Responses to Editorial versus Advertising for Travel Destinations, Academy of Marketing Conference London 2006, 3-6 Jul 2006, pp. 1-12. Middlesex London: Middlesex University.
    Source Title
    Academy of Marketing Conference London 2006
    Source Conference
    Academy of Marketing Conference London 2006
    Faculty
    Curtin Business School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/13235
    Collection
    • Curtin Research Publications
    Abstract

    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 budgets to media 'familiarisations' in the hope of generating positive press. It was therefore decided to test claims for the promotional advantages of editorial in the context of tourism destinations. Drawing on the Elaboration Likelihood Model, attribution theories and agenda setting theory, the aim of this research was to test experimentally whether potential tourists do indeed respond more favourably to destination editorial than advertising, in relation to affective and conative impacts. A sample of 271 students was exposed to selected editorial and advertising for the destinations New Caledonia and Hong Kong, embedded in 12-page, full-colour, mock travel magazines. The study found that the editorial format was deemed to be more credible by readers than its advertising counterpart, but no direct format based differences were observed for respondents' attitudes to the brand or behavioural intentions. However, source credibility was found to be highly correlated with both brand attitude and behavioural intentions, suggesting editorial has an important indirect effect on these key dependent variables.

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