Australia tourism advertising: A test of the bleed-over effect among US travelers

被引：8

作者：

Fullerton, Jami A. ^{[1
]}

Kendrick, Alice ^{[2
]}

机构：

[1] Oklahoma State Univ, Strateg Commun, Stillwater, OK 74078 USA

[2] Southern Methodist Univ, Advertising Temerlin Advertising Inst, Dallas, TX 75275 USA

来源：

PLACE BRANDING AND PUBLIC DIPLOMACY | 2011年 / 7卷 / 04期

关键词：

tourism advertising; public diplomacy; Australia;

D O I：

10.1057/pb.2011.17

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A new commercial promoting Australia tourism provides a recent example of nation branding. The study reported here measured the commercial's effectiveness on traditional measures of travel interest, as well as public diplomacy. A sample of 261 US adults participated in an online pre-post experiment evaluating the country before and after exposure to the commercial. Results showed that overall, evaluations of Australia as both a tourist destination and a country improved after viewing the commercial. Results demonstrated the bleed-over effect of tourism advertising in that the commercial worked to improve overall attitudes toward the country in addition to interest in visiting.

引用

页码：244 / 256

页数：13

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PLACE BRANDING AND PUBLIC DIPLOMACY, 2009, 5 (02) :141-150

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