Strategic Uses of Mediated Public Diplomacy: International Reaction to US Tourism Advertising

被引：17

作者：

Fullerton, Jami A. ^{[1
]}

Kendrick, Alice ^{[2
,3
]}

机构：

[1] Oklahoma State Univ, Sch Media & Strateg Commun, Tulsa, OK USA

[2] Oklahoma State Univ, Tulsa, OK USA

[3] So Methodist Univ, Temerlin Advertising Inst, Sch Advertising, Dallas, TX 75275 USA

来源：

AMERICAN BEHAVIORAL SCIENTIST | 2013年 / 57卷 / 09期

关键词：

public diplomacy; tourism advertising; mediated public diplomacy; place branding; country reputation;

D O I：

10.1177/0002764213487737

中图分类号：

B849 [应用心理学];

学科分类号：

040203 ;

摘要：

Using a newly launched U.S. tourism commercial as a stimulus, this pre/post quasi-experimental study empirically tests the bleed-over effect of tourism advertising on public diplomacy measures. Metrics for both tourism and public diplomacy objectives were obtained after the commercial was viewed by a large, nationally representative sample of Australian adults. Confirmation of the bleed-over effect was found. Subgroup analysis further explains how the commercial affected various audience segments. Practical and theoretical implications for the use of tourism advertising as a tool for mediated public diplomacy are explored.

引用

页码：1332 / 1349

页数：18

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