Exploring attractive messages in group package tour newspaper advertisements

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 期刊論文 > Item 987654321/20969

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题名:	Exploring attractive messages in group package tour newspaper advertisements
作者:	Wang, KC (Wang, Kuo-Ching) Jao, PC (Jao, Po-Chen) Lin, YS (Lin, Yu-Shan) Guo, YZ (Guo, Ying-Zhi)
贡献者:	國企所
关键词:	ATTENTION PICTORIAL BEHAVIOR SERVICE BRAND
日期:	2009
上传时间:	2011-12-09 15:46:55 (UTC+8)
摘要:	The group package tour (GPT) is one of the main modes Of Outbound travel in many Asian countries and areas. In practice, most of the travel agencies utilise the newspaper to promote their GPTs. Although prior newspaper travel advertisements provided useful information, only single or a number of advertising messages were considered. In order to fill this gap, the primary Objective of this study was to find out what types of message are attractive to the Customers in the GPT advertisement from a holistic perspective. Both qualitative and quantitative methods, with 400 usable samples, were conducted for data analysis. Attractive messages for three different destinations (China, Japan and Thailand) with six clusters were profiled at component level. The findings reveal that messages of appeal, text, size and format design represent over 78% of the total percentage. Further implications for designing attractive messages in terms of a destination or Cluster perspective are discussed.
显示于类别:	[企業管理學系暨國際企業管理研究所] 期刊論文

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