Promoting the Domestic Tourism: Modelling Advertising Layout
13 Pages Posted: 28 Oct 2016
Date Written: October 1, 2016
There are many studies in scientific literature focused on tourism development; however, the vast majority of them focus on international tourism. Domestic tourism promotion among local citizens is not widely discussed. This study focuses on modelling of print advertising layout directed to promote the domestic tourism. Achieving to determine the most appealing advertising layout, it was decomposed into separate elements. Four attributes were named as having the impact on advertising effectiveness: the picture, the headline, the text, and the colour. For each of these attributes, different amount of attribute levels’ were established. Applying the IBM SPSS Statistics V.20 for Windows software package, the number of possible versions of advertisements resulted in 16 concept cards. Full profile Conjoint analysis was provided to determine the importance of each attribute and the performance of each attribute level. The concept cards’ ranking results were substantiated by eye-tracking procedure. Finally, the guidelines for an effective advertising layout most suitable for the domestic tourism promotion are provided.
Keywords: Advertising, Domestic Tourism, Layout, Tourism Promotion
JEL Classification: M37, Z33
Suggested Citation: Suggested Citation