{"title":"DMO网站与互补媒体在旅游广告中的作用","authors":"C. Morosan","doi":"10.1080/10507050801978455","DOIUrl":null,"url":null,"abstract":"ABSTRACT While destination marketing organizations' (DMO) websites are increasingly popular in tourism advertising, this study examined the extent to which DMO website advertising is effective when complemented by several offline advertising media. As the combination of website and local/state travel guide advertising results in high tourist visitation/impact, it was concluded that DMOs should not yet abandon their print advertising in favor of the Internet. A comparison of DMO website users and non-users revealed that the website users generate a stronger impact on the destination than the nonusers.","PeriodicalId":341174,"journal":{"name":"Journal of Hospitality & Leisure Marketing","volume":"198 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2008-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"7","resultStr":"{\"title\":\"DMO Websites and the Role of Complementary Media in Tourism Advertising\",\"authors\":\"C. Morosan\",\"doi\":\"10.1080/10507050801978455\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT While destination marketing organizations' (DMO) websites are increasingly popular in tourism advertising, this study examined the extent to which DMO website advertising is effective when complemented by several offline advertising media. As the combination of website and local/state travel guide advertising results in high tourist visitation/impact, it was concluded that DMOs should not yet abandon their print advertising in favor of the Internet. A comparison of DMO website users and non-users revealed that the website users generate a stronger impact on the destination than the nonusers.\",\"PeriodicalId\":341174,\"journal\":{\"name\":\"Journal of Hospitality & Leisure Marketing\",\"volume\":\"198 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2008-08-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"7\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Hospitality & Leisure Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10507050801978455\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Hospitality & Leisure Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10507050801978455","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
DMO Websites and the Role of Complementary Media in Tourism Advertising
ABSTRACT While destination marketing organizations' (DMO) websites are increasingly popular in tourism advertising, this study examined the extent to which DMO website advertising is effective when complemented by several offline advertising media. As the combination of website and local/state travel guide advertising results in high tourist visitation/impact, it was concluded that DMOs should not yet abandon their print advertising in favor of the Internet. A comparison of DMO website users and non-users revealed that the website users generate a stronger impact on the destination than the nonusers.
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