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    Banner advertising management for local online travel agencies 

    Kamonthat Nualanan; Rugphong Vongsaroj (National Institute of Development Administration, 2016)

    This empirical study examined the effects of local online travel agencies’ banner advertising belief factors on inbound tourists’ attitude toward banner advertising and the effects of inbound tourists’ attitude toward banner advertising on banner advertising effectiveness. The results of structural equation modeling could partially confirm the belief-attitude-effectiveness relations for local online travel agencies’ banner advertising from the perspective of inbound tourists. The empirical results from this study indicated that the features ...