| Research Title |
Impacts of Advertising Appeals on International Tourists’ Ad Attitude and Purchase Intention |
| Date of Distribution |
23 March 2017 |
| Conference |
| Title of the Conference |
Ist International Conference on Theoretical and Practical Implications in the field of Social Sciences, Humanities Business & Management Studies |
| Organiser |
Akademika Nusa Internasional Association for Social Sciences & Humanities |
| Conference Place |
Salles Hotel Pere IV Barcelona |
| Province/State |
Barcelona, Spain |
| Conference Date |
23 March 2017 |
| To |
24 March 2017 |
| Proceeding Paper |
| Volume |
2 |
| Issue |
1 |
| Page |
12-17 |
| Editors/edition/publisher |
|
| Abstract |
This research examines the use of three advertising appeals: natural, cultural & local lifestyle, and comfortable in the context of advertising tourist attractions in Phuket, with the aim to identity whether or not the use of these three emotional appeals differently impact ad attitude and purchase intention. Data were collected through convenience sampling with 110 international English-speaking tourists who traveled to Bangkok, Thailand. , the study has found that these three emotional appeals have a different influence on both ad attitude and purchase intention. Comfortable appeal turned out to be the most influential factor, followed by natural and cultural ones. These findings thus provide useful information for marketers in designing appropriate advertising in order to gain a competitive edge in tourism industry. |
| Author |
|
| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
2
|
|
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Publication
Journal Publication
ไทย