Advertising mass tourism destinations : Mediterranean brand confusion

Christou, Evangelos/ Χρήστου, Ευάγγελος


Institution and School/Department of submitter: ΤΕΙ Θεσσαλονίκης
Keywords: Μάρκετινγκ προορισμού;Destination marketing;Τουριστικός προορισμός;Tourist destination;Mass tourism;Μαζικός τουρισμός;Advertising campaigns;Διαφημιστικές εκστρατείες;Place promotion;Προώθηση τόπου;Place branding;Branding τόπου
Issue Date: 2009
Publisher: ScholarWorks
Citation: Annual I-CHRIE (International Council on Hotel, Restaurant & Institutional Education) Convention & Exhibition, San Francisco, 2009
Christou, E. (2009). Advertising mass tourism destinations : Mediterranean brand confusion. Πρακτικά συνεδρίου από 62ο Annual I-CHRIE (International Council on Hotel, Restaurant & Institutional Education) Convention & Exhibition που διεξήχθη σε San Francisco, California, USA. Φορέας διεξαγωγής I-CHRIE. : ScholarWorks@UMass Amherst
Abstract: Brand confusion takes place when a person views an advertisement for a particular brand as a communication about a different brand. This empirical study was conducted in a sample of 134 men and women, and based on 24 mass tourism destination advertisements of 8 different Mediterranean countries. Advertisements that were perceived as likeable and distinctive, and that were not information-overloaded suffered less from brand confusion. Destination brands with weak advertising support were found to be more vulnerable to brand confusion. Consumers with higher levels of product category involvement and higher levels of brand awareness and brand loyalty appear to confuse mass tourism destination brands less frequently.
Description: Δημοσιεύσεις μελών--ΣΔΟ--Τμήμα Εμπορίας και Διαφήμισης, 2009
URI: http://195.251.240.227/jspui/handle/123456789/4555
Other Identifiers: http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1187&context=refereed
http://scholarworks.umass.edu/refereed/Sessions/Friday/13/
Appears in Collections:Δημοσιεύσεις σε Περιοδικά

Files in This Item:
File Description SizeFormat 
Christou_Evangelos_Advertising_Mass_Tourism_Destinations_Mediterranean.pdf139.64 kBAdobe PDFView/Open



 Please use this identifier to cite or link to this item:
http://195.251.240.227/jspui/handle/123456789/4555
  This item is a favorite for 0 people.

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.