Banner advertising management for local online travel agencies
Issued Date
2016
Issued Date (B.E.)
2559
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Edition
Language
eng
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application/pdf
No. of Pages/File Size
288 leaves
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eISSN
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b195737
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Physical Location
National Institute of Development Administration. Library and Information Center
Bibliographic Citation
Citation
Kamonthat Nualanan (2016). Banner advertising management for local online travel agencies. Retrieved from: https://repository.nida.ac.th/handle/662723737/5275.
Title
Banner advertising management for local online travel agencies
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item.page.dc.contrubutor.advisor
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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.
Table of contents
Description
Thesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2016
