Comparing Credibility: A Website versus Publicity

Web sites and publicity in mass media are two commonly used marketing elements. However, it is unclear whether exposure to a Web site or publicity (both used to create “buzz”), is most effective at influencing behavior. This research compares the effectiveness of magazine publicity and a tourism destination Web site on the choice of a spring break destination. Based on this analysis, a Web site is no more credible than a publicity article, nor does an Internet site create a more favorable attitude or greater purchase intent than does magazine-based publicity. Magazine articles emerged as equally effective to Web sites for most variables. This study shows that traditional magazine articles can still influence Millennials. Even with a study population of college students who use Web resources more than most other populations, this study reveals the importance and strength of publicity to the conversion of potential customers to a tourism destination.