Banner advertising management for local online travel agencies

Abstract

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 and contents of banner advertising in terms of product information, hedonic/pleasure, social role and image, good for economy and interactivity could lead to favorable attitude toward banner advertising while the irritation feature of banner advertising could create unfavorable attitude toward banner advertising. Furthermore, favorable attitude toward banner advertising was likely to increase effectiveness of banner advertising. Last but not least, this study suggested a banner advertising management for effective online advertising tasks to drive business survival in the international tourism marketplace.