Travel Distance and Response to Destination Advertising

Abstract

Distance has been recognized as one of the most important factors affecting travel behavior. However, advertising effectiveness research has largely ignored how distance differentiates travelers' responses to destination advertising. As such, this study examines the relationship between travel distance, traveler and trip characteristics, and advertising response. The findings of this study clarify these relationships and provide important implications for the improvement of destination advertising response models and, in turn, the design of destination marketing programs.