PROMOTING AGROTOURISM RESORTS ONLINE: AN ASSESSMENT OF ALTERNATIVE ADVERTISING APPROACHES

Q3 Business, Management and Accounting

International Journal of Technology Marketing Pub Date : 2020-11-25 DOI:10.1504/ijtmkt.2020.10027495

Evangelos Christou, Chryssoula Chatzigeorgiou

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引用次数: 8

Abstract

This paper investigates the differences and conviction effectiveness of three online advertising approaches for agrotourism resorts - namely, direct comparative, indirect comparative and non-comparative adverts. The research entails a parallel survey in two culturally diverse countries, employing equivalent and comparative measures. Even though there are some surveys on cross-cultural differences in advertising in general, the persuasion effectiveness of comparative online advertising, taking into account a cross-country environment, has not been investigated; furthermore, online promotion approaches for agrotourism has not been explored in the past. The findings suggest that there are both main and interactive effects of country and online advert type between the two countries under examination, particularly in relation to attitudes toward agrotourism resort brand and future visitation intentions. Based on the findings, it appears that comparative online adverts for agrotourism resorts were generally more convincing than non-comparative adverts, both in the USA and Greece.

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在线推广农业旅游胜地:对替代广告方法的评估

本文研究了农业旅游度假区三种网络广告方式的差异和说服效果，即直接比较、间接比较和非比较广告。这项研究需要在两个文化不同的国家进行平行调查，采用相同和比较的措施。尽管有一些关于广告跨文化差异的调查，但考虑到跨国环境，比较网络广告的说服效果尚未得到调查;此外，农业旅游的在线推广方法在过去没有被探索过。研究结果表明，国家和网络广告类型在两国之间既有主要影响，也有互动影响，特别是在对农业旅游度假区品牌的态度和未来访问意愿方面。根据研究结果，无论是在美国还是希腊，农业旅游胜地的比较在线广告似乎都比非比较广告更有说服力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Technology Marketing Business, Management and Accounting-Marketing

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.